Marketing Strategy for the Tony Game

Abstract

Music reading represents a major cognitive challenge for many children learning to play a new instrument. Due to the difficulty and the unpopularity of the mentioned task, teachers usually struggle to motivate their students to acquire music literacy. The Tony Game was developed by a project team of the FHNW and enables piano students the learning of music reading skills in a playful and easy way. However, given the novelty of the pioneering application software, it is not yet known by potential users. The goal of this bachelor thesis is therefore, to create a cost-efficient marketing strategy to establish a customer base before imitators can copy the game.