1. Blockbuster
Bryan Griffith
Rachel Guida
Paul Vizzio
Rochelle Cohen
August 20,
2013
Marketing Management Seminar: Dr. Newman1

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. 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. 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. 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. 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. 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. 4 P’s: Price
August 20, 20138
High Cost
Low Cost
Low Quality High Quality
Netflix
Amazon
iTunes
Redbox
Blockbuster

9. 4 P’s: Price
August 20, 20139
Movie Rentals:
$3 for 3 days
Game Rentals:
$4 for 4 days

10. 4 P’s Promotion
August 20, 201310
Reward
levels
Blue
Carpet
Events
Coupons
Social
Media

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. 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. 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. 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. 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. Advantages and Disadvantages
August 20, 201316
Advantage Disadvantage

17. Target Market
August 20, 201317
Family
oriented
individuals
Experiencers
who enjoy
entertainment
Ages 10+

18. Implementation and Budget
50%
20%
20%
10%
Budget
Events
Coupons
Promotions
Social Media
August 20, 201318

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. 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