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April 9, 2023
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Blockbuster Bryan GriffithRachel GuidaPaul VizzioRochelle Cohen
Marketing Management Seminar: Dr. Newman
April 9, 20232
Table of Contents
Central Marketing Issue Goals and Objectives Marketing Strategy (4 P’s)
Product Price Place Promotion
Target Market Evaluation and Implementation
April 9, 20233
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.
April 9, 20234
Goals and Objectives
Change consumer perception of what is
convenient
To adapt to consumer
needs
To increase brand value
Re-Emerge as a leader
in the industry
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Marketing 4 P’sThis was the core of our marketing strategy and the force aimed at achieving our objectives
Product
Price
Promotion
Place
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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
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4 P’s: Price
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
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4 P’s: PriceHigh Cost
Low Cost
Low Quality High Quality
Netflix
Amazon
iTunes
RedboxBlockbuster
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4 P’s: Price
Movie Rentals:$3 for 3 days
Game Rentals:$4 for 4 days
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4 P’s Promotion
Reward levels
Blue Carpet Events
Coupons
Social Media
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Levels of Blockbuster Cards
• Basic rental card• Just needs to sign upBlue• Blue plus coupon codes• Upgrade available after 100 BB pointsGold• 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 points
Diamond
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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
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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
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Social Media
Facebook Contests and interactive engagement
Twitter #BlueCarpet #BBCrew
YouTube Movie previews BB crew opinions
BB Blog More opinions Reviews (Employees and consumers)
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4 P’s: Place (Distribution)
Physical
• Stores in high volume areas (Ex: NYC)
• In store physical engagement
Digital
• Locate stores online
• Rent/order movies online
• Provide movie feedback
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Advantages and Disadvantages
Advantage Disadvantage
Increasing
customer loyalty
Higher brand value
Deeper customer
involvement
Expensive
Time and effort
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Target Market Family oriented individuals
Experiencers who enjoy entertainment
Ages 10+
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Implementation and Budget
50%
20%
20%
10%
Budget
EventsCouponsPromotionsSocial Media
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Evaluation
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)
April 9, 202320
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