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 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

3. Management Structure Store Manager Assistant Manager First Key Holder
Second Key Holder
Game Advisor (2-7)

4. Our 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

5. SWOT Analysis Strengths Weaknesses Limited parking availability
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

6. 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

7. Statistics Bozeman, Montana GameStop Store 2710
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

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 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.

9. Product Life Cycle: Market Maturity
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
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

11. Segmentation Strategy
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
Segmentation Strategy

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 Family Fun Casual Gamer Hardcore Gamer
Competitive Gamer
Family Fun

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
Family Fun

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
Casual Gamer

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
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 don’t like their purchase, they can return or exchange it. Similar 30 day new, unopened, product policy for a returned purchase.

21. Means End Chain 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

22. Brand Positioning Statement
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
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

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 GameStop’s knowledgeable staff.
Additional Objective: Maintenance of customer relationship management program.
A I D A
Objectives: Promotion

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