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GameStop Marketing Plan Team Astros Alethea Holton, Allie Gavin, Arnie Schultz.

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Presentation on theme: "GameStop Marketing Plan Team Astros Alethea Holton, Allie Gavin, Arnie Schultz."— Presentation transcript:

1 GameStop Marketing Plan Team Astros Alethea Holton, Allie Gavin, Arnie Schultz

2 Store Number 2710, Bozeman, MT; Gallatin Center About the Company: Ranked 262 on the Fortune 500, GameStop is the worlds largest multichannel videogame retailer. GameStops retail network and family brands include 6,627 company- operated stores in 17 countries worldwide and online at

3 Management Structure Store ManagerAssistant ManagerFirst Key HolderSecond Key HolderGame Advisor (2-7)

4 Our Mission and Vision Mission 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."

5 SWOT Analysis Strengths 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 Weaknesses Limited parking availability Used game prices are fixed Lack of local marketing and promotion strategies.

6 SWOT Analysis Opportunities Few local competitors Growing community and busy college town Only gaming-only store in town Current and progressive technology Established online market still growing Threats 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

7 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

8 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 companys 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 Bozemans student population of 14,000.

9 Competitors Local Walmart Target Hastings Best Buy Online Amazon.com Ebay.com GameFly.com Product Life Cycle: Market Maturity

10 Generic Market Generic Market: Entertainment, Video Gaming 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 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.

11 Segmentation Strategy Product Usage (Rate of Use) Customers 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

12 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.

13 Target Selection Kids-Only Competitive Gamer Family Fun Casual Gamer Hardcore Gamer

14 Family Fun 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

15 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.

16 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.

17 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.

18 Casual Gamer 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

19 Decision Making Process PROBLEM Customer has a need for entertainment and wants to buy a video game. INFORMATION Personal suggestions from friends, advertisements in the newspaper, TV, gaming websites, suggest GameStop as the best place to shop for video games. ALTERNATIVES 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 will offer product information and customer reviews.

20 Decision Making Process Continued DECISION Customer chooses GameStop for their purchase. Customer utilizes employee suggestions and personal decision- making criteria to make a purchase. EVALUATION Customer experiences slight dissonance. However, GameStop has a 7 day used game return policy so that if they dont like their purchase, they can return or exchange it. Similar 30 day new, unopened, product policy for a returned purchase.

21 Means End Chain ProductAttributesFunctional Consequences Psyhcological Consequences Values GameStops Video Games, Hardware & Accessories InnovativeEntertainment 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

22 Perceptual Map Brand 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."

23 Objectives: Place & Price Place: Place: Continue to serve customers with convenient downtown location. Maintain and utilize GameStop.com. Conduct research plans to expand current parking lot. Price: 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.

24 Objectives: 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.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 GameStops knowledgeable staff. Additional Objective: Maintenance of customer relationship management program.

25 References GameStop: Local management input and store numbers Entertainment Software Rating Board: Gaming Faces Its Archenemy: Financial Reality; 10/3/12 U.S. Census; 2011


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