Final blockbuster pp

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  • ***This
  • No S at the end of Blockbuster
  • Capitalize Blockbuster (third bullet)
  • Just “Ages 10+”
  • Final blockbuster pp

    1. 1. Blockbuster Bryan Griffith Rachel Guida Paul Vizzio Rochelle Cohen August 20, 2013 Marketing Management Seminar: Dr. Newman1
    2. 2. Table of Contents  Central Marketing Issue  Goals and Objectives  Marketing Strategy (4 P’s)  Product  Price  Place  Promotion  Target Market  Evaluation and Implementation August 20, 20132
    3. 3. Central Marketing Issue Blockbuster lost touch with their mission to provide the accessibility to entertainment. Technology and competition developed therefore the delivery mechanisms of what the target wanted changed. The failure to innovate and take risks to compensate for these problems resulted in the loss in brand value. August 20, 20133
    4. 4. Goals and Objectives August 20, 20134 Change consumer perception of what is convenient To adapt to consumer needs To increase brand value Re-Emerge as a leader in the industry
    5. 5. Marketing 4 P’s This was the core of our marketing strategy and the force aimed at achieving our objectives August 20, 20135 Product Price Promotion Place
    6. 6. 4 P’s: Product  Movie and Game rental service  Trial Areas  Movie and game previews inside store  Popcorn added to create movie atmosphere  We want to get consumers excited about movies  Kids Section (Blockbusters Kids Card 10-17)  When child receives 10 stamps, they receive one free movie/game rental August 20, 20136
    7. 7. 4 P’s: Price August 20, 20137 Redbox • $1.20/day DVD • $1.50/day Blu-Ray • $2/day Game Amazon • $3.99 /2 days • $2.99/day Netflix • $7.99/month Unlimited Streaming • $9.99/month for unlimited and one rental/day iTunes • $3.99/day Movie • $4.99/day HD Movie
    8. 8. 4 P’s: Price August 20, 20138 High Cost Low Cost Low Quality High Quality Netflix Amazon iTunes Redbox Blockbuster
    9. 9. 4 P’s: Price August 20, 20139 Movie Rentals: $3 for 3 days Game Rentals: $4 for 4 days
    10. 10. 4 P’s Promotion August 20, 201310 Reward levels Blue Carpet Events Coupons Social Media
    11. 11. Levels of Blockbuster Cards August 20, 201311 •Basic rental card •Just needs to sign up Blue •Blue plus coupon codes •Upgrade available after 100 BB points Gold •Gold plus receives the ability to rent movies before others •Upgrade available after 1,000 BB pointsPlatinum •Platinum plus invitation to Blue Carpet Events with VIP access •Upgrade available after 10,000 BB pointsDiamond
    12. 12. Blue Carpet Events!  Movie and game premieres  Celebrities, directors, and developers attend  Award ceremony that would highlight favorite movie and games voted by Blockbuster members August 20, 201312
    13. 13. BB Points/Coupon Codes  Available to members who reached the gold or higher Blockbuster level.  Coupons and point rewards include  Movie and game rental discounts  Free popcorn and soda  Buy 1, get 1 free  Double point coupons August 20, 201313
    14. 14. Social Media  Facebook  Contests and interactive engagement  Twitter  #BlueCarpet  #BBCrew  YouTube  Movie previews  BB crew opinions  BB Blog  More opinions  Reviews (Employees and consumers) August 20, 201314
    15. 15. 4 P’s: Place (Distribution) August 20, 201315 Physical •Stores in high volume areas (Ex: NYC) •In store physical engagement Digital •Locate stores online •Rent/order movies online •Provide movie feedback
    16. 16. Advantages and Disadvantages August 20, 201316 Advantage Disadvantage
    17. 17. Target Market August 20, 201317 Family oriented individuals Experiencers who enjoy entertainment Ages 10+
    18. 18. Implementation and Budget 50% 20% 20% 10% Budget Events Coupons Promotions Social Media August 20, 201318
    19. 19. Evaluation August 20, 201319 Member conversion rate Total Movie/game rental sales Social media conversation Web traffic Time spent on website Inbound links Event attendance Number of coupons used Market research (Surveys)
    20. 20. Executive Summary  CMI: Brand value problem  Goals and Objectives  Marketing Strategy (4 P’s)  Updated atmosphere at stores  Low priced rentals  Physical and digital rentals  Blue Carpet events and promotions  Target Market  Evaluation and Implementation August 20, 201320

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