GameStop Marketing Plan - Montana State University Billings

Report
GameStop
Marketing Plan
Team Astros
Alethea Holton, Allie Gavin, Arnie Schultz
Store Number 2710,
Bozeman, MT; Gallatin Center
About the Company:
• Ranked 262 on the Fortune 500, GameStop is the world’s
largest multichannel videogame retailer. GameStop’s
retail network and family brands include 6,627 companyoperated stores in 17 countries worldwide and online at
www.GameStop.com.
Management Structure
Store Manager
Assistant Manager
First Key Holder
Second Key Holder
Game Advisor (2-7)
Mission Statement:
• "Our GameStop, EB Games and Electronics Boutique retail locations
set us apart in the industry. Everything that we offer our customersfrom our expansive selection of new products, to our knowledgeable
associates and our value-added pre-owned products-is geared to
deliver customer satisfaction. We complement our store network with
GameStop.com and EBgames.com, and publish Game Informer, one
of the industry's largest circulation video game magazines.”
Vision Statement:
• "Together, we hold a passion for gaming, a commitment to our
industry and a disciplined business perspective to continuously
drive value with shareholders, customers, vendors and employees."
Our Mission and Vision
Strengths
Weaknesses
• Store 2710 is in a prime
location, less than a mile from
the interstate
• Offers the most popular games,
hardware, and gaming
accessories
• On-site knowledgeable staff
• Emphasis on quality customer
service
• Comprehensive, up-to-date,
user-friendly website
• Trade in program offering cash
back or trade in credit for used
games, systems, and products
• Limited parking
availability
• Used game prices are
fixed
• Lack of local marketing
and promotion strategies.
SWOT Analysis
Opportunities
Threats
• Few local competitors
• Growing community and
busy college town
• Only “gaming-only” store
in town
• Current and progressive
technology
• Established online market
still growing
• Competitors entering the market
• Fixed pricing nationwide makes
it difficult to compete against
local stores like Walmart, Target,
and Hastings
• Declining economy may reduce
discretionary income
• Potential loss of existing clients
to discount online stores such as
Amazon.com, Ebay.com, and
Gamefly.com
• Industry threat by game
developers trying to stamp out
sale of used games by enforcing
the purchase of online access
codes
SWOT Analysis
Statistics
Bozeman, Montana
• According to the 2011
Census, the population of
Gallatin County, which
includes Bozeman, is
91,377
• Population growth rate
per year: 2%
• Montana State University
– Bozeman student
population: About 14,000
GameStop Store 2710
Customer Breakdown
(Based on PowerUp Card Signups)
Males 18-45
Females 18-45
Males < 18
Females < 18
Males > 45
Females > 45
2%
8% 6%
36%
19%
29%
Objectives
In addition to providing its customers with the most current variety of
gaming supplies and equipment, GameStop sets the following objectives:
• Increase reserves, warranty sales, and Game Informer signups by 5%
per year, per company’s national standards.
• Retain current customers age 14 and up in the market for PS3, Xbox
360, and PC markets.
• Retain current customers under age 14 in the Wii and DS markets.
• Remain competitive during prime season from November to February.
• Maintain estimated pre-order in the amount of 1,100 reserves for two
major titles: Halo 4, and Call of Duty: Black Ops 2, to be released in
November at $59.95 per game.
• Focus marketing and promotion strategies to MSU Bozeman’s student
population of 14,000.
Walmart
Local
Target
Hastings
Best Buy
Competitors
Online
Amazon.com
GameFly.com
Ebay.com
Product Life Cycle: Market Maturity
• Generic Market: Entertainment, Video Gaming
• According to the Entertainment Software Association,
gaming is an ongoing trend with customer spending
more than $24.75 billion per year on video games,
hardware, and accessories in 2011.
• The average U.S. household owns at least one
dedicated game console, PC, or smartphone.
• In 2011, 73% of all games sold were rated “E” for
everyone, “T” for teen, or “E10+” for everyone 10 and
up.
Generic Market
•
•
Product Usage (Rate of Use)
Customer’s Needs:
• System Type
• Game Type
•
•
•
•
•
•
FPS=First Person
Shooter
RTS=Real Time
Strategy
MMO=Massive
Multiplayer Online
RPG=Roleplaying
Game
• Sought Benefits
Age
ESRB Rating
EARLY CHILDHOOD
Content is intended for young children.
EVERYONE
Content is generally suitable for all ages. May
contain minimal cartoon, fantasy or mild violence
and/or infrequent use of mild language.
EVERYONE 10+
Content is generally suitable for ages 10 and up.
May contain more cartoon, fantasy or mild
violence, mild language and/or minimal
suggestive themes.
TEEN
Content is generally suitable for ages 13 and up.
May contain violence, suggestive themes, crude
humor, minimal blood, simulated gambling,
and/or infrequent use of strong language.
MATURE
Content is generally suitable for ages 17 and up.
May contain intense violence, blood and gore,
sexual content and/or strong language.
Segmentation Strategy
Dimensions Defining
Target Market
GameStop would implement a multiple target market
approach, using a similar marketing strategy for current
customers and non-customers.
• The following dimensions should could be utilized by both strategies:
• Qualifying dimension: Customers owning gaming consoles, PC,
or smartphones.
• Qualifying dimension: Customers living in Bozeman, Montana
and/or surrounding areas.
• Determining dimension: Customers who value competitive and/or
discounted prices.
• Determining dimension: Customers who value informative and
knowledgeable customer service.
• Determining dimension: Current customers vs. non-customers.
Target Selection
Hardcore Gamer
•
•
•
•
•
Played 1-3 days a week
ESRB rating EC to E10+
Systems: Wii and Xbox 360
Adults with children 4-13
Must be a multiplayer board
game/dance game/singing game.
Parents wants games that are age
appropriate for their children, which
they can enjoy as a whole family
Family Fun
Competitive Gamer
•
•
•
•
•
•
Played 4-6 days a week
ESRB rating T to M
Systems: PlayStation 3, Xbox 360, and PC
Ages 15+
Must be an online multiplayer FPS/RTS.
Consumer is looking for a game with a ranking system that reflects
their skill against other gamers. There is a need for a challenge, game
stats, and multiplayer playlists that require different tactics to achieve
victory.
• Pro-circuit association is a plus.
•
•
•
•
•
•
Hardcore Gamer
Played 6-7 days a week
ESRB rating E to M
Systems: PlayStation 3, Xbox 360, PC, and Wii
Ages 17+
RPG, RTS, FPS, MMO
Consumer loves gaming and will play anything. Goes for
achievements, points, trophies, and full game completion
that is reflected in a score they can easily track in
association to their player profile.
•
•
•
•
•
•
Kids-Only
Played 1-7 days a week
ESRB rating EC to E10+
Systems: Wii and DS
Ages 4-12
Not online and no multiplayer; mostly RPG.
Consumers are looking for games that come from popular
movies and TV shows for children, or are more child-like
in nature.
•
•
•
•
•
Played 1-4 days a week
ESRB rating E10+ to M
Systems: Wii, PlayStation 3, and Xbox 360
Ages 14+
Online or offline, single-player or multiplayer
RPG/FPS/RTS
• Consumer is looking to play a few times a week with a
game that is not excessively time consuming. Story line
must be interesting, not too in-depth, and usually of
medium difficulty
Casual Gamer
Decision Making Process
• Customer has a need for entertainment and wants to buy a video game.
PROBLEM
• Personal suggestions from friends, advertisements in the newspaper, TV, gaming
websites, suggest GameStop as the best place to shop for video games.
INFORMATION
• In gathering information, customer will compare options and prices online and
read technical reviews. Customers will likely consider other gaming stores like
Best Buy, Walmart, and Target, which carry similar products and may offer
discounts and/or promotions. In addition, online sources such as Amazon.com
ALTERNATIVES
will offer product information and customer reviews.
Decision Making Process Continued
DECISION
• Customer chooses GameStop for their purchase.
• Customer utilizes employee suggestions and personal decisionmaking criteria to make a purchase.
• Customer experiences slight dissonance. However, GameStop
has a 7 day used game return policy so that if they don’t like
their purchase, they can return or exchange it. Similar 30 day
EVALUATION
new, unopened, product policy for a returned purchase.
Product
Attributes
Functional
Consequences
Psyhcological
Consequences
Values
GameStop’s
Video Games,
Hardware &
Accessories
Innovative
Entertainment
for various ages,
styles and levels
of gamers
Feeling
connected
Staying active
Mobile or
Console Gaming
Feeling socially
engaged
Family fun
Most popular
games,
hardware, and
accessories
Feeling
progressive
Enjoyment of
free time
Various options
for all levels of
playres
Relaxation
Means End Chain
Perceptual Map
Brand Positioning Statement
"GameStop provides an
expansive selection of new
and value added preowned video gaming
products for all ages and is
geared to deliver
complete customer
satisfaction."
• Place:
• Continue to serve
customers with
convenient downtown
location.
• Maintain and utilize
GameStop.com.
• Conduct research plans
to expand current
parking lot.
• Price:
• Continue to appeal to
current and potential
customers by offering
nationwide fixed
pricing on new
products.
• Gain a competitive
edge in adjustable used
game pricing.
• Price will meet
competition.
Objectives: Place & Price
• Get Attention/Hold interest: Continue to work with
marketing staff to utilize both local television and
newspaper advertising in an effort to both reach new
customers and hold the interest of current customers.
Reach new customers by utilizing the Yellow Pages.
Maintain GameStop.com
• Arouse Desire: Offer game enthusiast shoppers
product promotions, game previews, developer
interviews. Offer free promotional products such as
posters, wallets, and hats with company logo.
Continue sponsorship of nation-wide gaming
tournaments.
• Obtain Action: Offer shoppers product promotions.
Offer in-store gaming opportunities to try products
with GameStop’s knowledgeable staff.
• Additional Objective: Maintenance of customer
relationship management program.
Objectives: Promotion
References
• GameStop:
• Local management input and store numbers
• www.GameStop.com
• www.kongregate.com
• Entertainment Software Rating Board:
• www.Esrb.com
• Gaming Faces Its Archenemy: Financial Reality; 10/3/12
• www.nytimes.com
• U.S. Census; 2011

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