Presentation on theme: "GameStop Marketing Plan"— Presentation transcript:
1GameStop Marketing Plan Team AstrosAlethea Holton, Allie Gavin, Arnie Schultz
2Store 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 company-operated stores in 17 countries worldwide and online at
3Management Structure Store Manager Assistant Manager First Key Holder Second Key HolderGame Advisor (2-7)
4Our Mission and Vision Mission Statement: Vision Statement: "Our GameStop, EB Games and Electronics Boutique retail locations set us apart in the industry. Everything that we offer our customers-from 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
5SWOT Analysis Strengths Weaknesses Limited parking availability Store 2710 is in a prime location, less than a mile from the interstateOffers the most popular games, hardware, and gaming accessoriesOn-site knowledgeable staffEmphasis on quality customer serviceComprehensive, up-to-date, user-friendly websiteTrade in program offering cash back or trade in credit for used games, systems, and productsLimited parking availabilityUsed game prices are fixedLack of local marketing and promotion strategies.SWOT Analysis
6SWOT Analysis Opportunities Threats Few local competitors Growing community and busy college townOnly “gaming-only” store in townCurrent and progressive technologyEstablished online market still growingCompetitors entering the marketFixed pricing nationwide makes it difficult to compete against local stores like Walmart, Target, and HastingsDeclining economy may reduce discretionary incomePotential loss of existing clients to discount online stores such as Amazon.com, Ebay.com, and Gamefly.comIndustry threat by game developers trying to stamp out sale of used games by enforcing the purchase of online access codesSWOT Analysis
7Statistics Bozeman, Montana GameStop Store 2710 According to the 2011 Census, the population of Gallatin County, which includes Bozeman, is 91,377Population growth rate per year: 2%Montana State University – Bozeman student population: About 14,000
8ObjectivesIn 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.
9Product Life Cycle: Market Maturity CompetitorsLocalWalmartTargetHastingsBest BuyOnlineAmazon.comEbay.comGameFly.comProduct Life Cycle: Market Maturity
10Generic Market 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
11Segmentation Strategy Product Usage (Rate of Use)Customer’s Needs:System TypeGame TypeFPS=First Person ShooterRTS=Real Time StrategyMMO=Massive Multiplayer OnlineRPG=Roleplaying GameSought BenefitsAgeESRB RatingSegmentation Strategy
12Dimensions 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.
13Target Selection Kids-Only Family Fun Casual Gamer Hardcore Gamer Competitive GamerFamily Fun
14Family Fun Played 1-3 days a week ESRB rating EC to E10+ Systems: Wii and Xbox 360Adults with children 4-13Must 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 familyFamily Fun
15Competitive Gamer Played 4-6 days a week ESRB rating T to M Systems: PlayStation 3, Xbox 360, and PCAges 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.
16Hardcore Gamer Played 6-7 days a week ESRB rating E to M Systems: PlayStation 3, Xbox 360, PC, and WiiAges 17+RPG, RTS, FPS, MMOConsumer 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.
17Kids-Only Played 1-7 days a week ESRB rating EC to E10+ Systems: Wii and DSAges 4-12Not 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.
18Casual Gamer Played 1-4 days a week ESRB rating E10+ to M Systems: Wii, PlayStation 3, and Xbox 360Ages 14+Online or offline, single-player or multiplayer RPG/FPS/RTSConsumer 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 difficultyCasual Gamer
19Decision Making Process PROBLEMCustomer has a need for entertainment and wants to buy a video game.INFORMATIONPersonal suggestions from friends, advertisements in the newspaper, TV, gaming websites, suggest GameStop as the best place to shop for video games.ALTERNATIVESIn 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 will offer product information and customer reviews.
20Decision Making Process Continued Customer chooses GameStop for their purchase.Customer utilizes employee suggestions and personal decision-making criteria to make a purchase.EVALUATIONCustomer 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 new, unopened, product policy for a returned purchase.
21Means End Chain Product Attributes Functional Consequences Psyhcological ConsequencesValuesGameStop’s Video Games, Hardware & AccessoriesInnovativeEntertainment for various ages, styles and levels of gamersFeeling connectedStaying activeMobile or Console GamingFeeling socially engagedFamily funMost popular games, hardware, and accessoriesFeeling progressiveEnjoyment of free timeVarious options for all levels of playresRelaxationMeans End Chain
22Brand Positioning Statement Perceptual MapBrand Positioning Statement"GameStop provides an expansive selection of new and value added pre-owned video gaming products for all ages and is geared to deliver complete customer satisfaction."
23Objectives: Place & Price 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
24Objectives: Promotion 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.comArouse 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.A I D AObjectives: Promotion
25References GameStop: Entertainment Software Rating Board: Local management input and store numbersEntertainment Software Rating Board:Gaming Faces Its Archenemy: Financial Reality; 10/3/12U.S. Census; 2011