Hasbro Games – POX (A)
Which marketing tool would have been used while idea development and why?
Reasons for Product Development Strategy:
As the company wanted to capture more market share in the existing market.
Changing times which basically hinted to movement of interest to electronic medium.
The industry relied on the increased volume for market growth.
“Kids getting older younger.”
Children were losing interests in traditional toys by age 8 and they’re getting more
interested in electronics.
Holidays and the fourth quarters churned out 70% annual sales.
Cemented its marketer leader position in 1990s.
Three main components for games – fantasy, competition, and collecting.
Hasbro was a leader in the stand-alone category.
It was geared for boys (and girls) aging from 8 to 12.
The target customers were Tweens who were “mature, brand loyal and
The life expectancy of grandparents.
Household income was increasing.
POX’s SWOT Analysis
Targeting retail price $25.
The game is less confrontational.
RF wireless technology.
Multi-players at any time anywhere.
1-hour waiting period.
Playing as an individual instead of a team.
Target customer number is over 12 million.
Target customers are loyal to brands.
Growth of household’s income.
Children were spending less time with their parents.
Tweens are on to electronics.
Competition from cartridge based gaming systems like Nitendo’s Game Boy.
Potential competition from PS2, Computer-Games, Internet, etc.
Toy industry is shrinking.
The main problem for Hasbro is the market strategy for POX. How to promote POX
to Tweens who usually follow the latest trend and who are not easily marketed to by
Even POX is popular among its target customer, but that is the parents who pay for
the bill. How to convince parents to buy the handset video games for their kids who
might play POX in the class?
For Tweens, the back-story is not as important as the game itself. Focus more on
advertising that they can play at anytime and anywhere with wireless connection
would be more helpful than advertising its back-story.
“Buzz” campaign can raise awareness among this particular target customer group, so
it is recommended to have this campaign before the product is introduced to the
For advertising on TV, it is not recommended to focus too much on gaming function
since the parents would be the decider.
Introduction of the game in Game-Parlours, Fun-Houses meant for the Tweens during
the festival time.
The print advertisements should be, but not limited to hoardings in malls, game
magazines, tech-pages in news papers and in action comics section.
Organizing gaming competition and giving introductory offers to the winners or
Merchandising can be an additional way to create more awareness and increasing
Creating the image: