April 9, 2023

1

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

April 9, 20235

Marketing 4 P’sThis was the core of our marketing strategy and the force aimed at achieving our objectives

Product

Price

Promotion

Place

April 9, 20236

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

April 9, 20237

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

April 9, 20238

4 P’s: PriceHigh Cost

Low Cost

Low Quality High Quality

Netflix

Amazon

iTunes

RedboxBlockbuster

April 9, 20239

4 P’s: Price

Movie Rentals:$3 for 3 days

Game Rentals:$4 for 4 days

April 9, 202310

4 P’s Promotion

Reward levels

Blue Carpet Events

Coupons

Social Media

April 9, 202311

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

April 9, 202312

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

April 9, 202313

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

April 9, 202314

Social Media

Facebook Contests and interactive engagement

Twitter #BlueCarpet #BBCrew

YouTube Movie previews BB crew opinions

BB Blog More opinions Reviews (Employees and consumers)

April 9, 202315

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

April 9, 202316

Advantages and Disadvantages

Advantage Disadvantage

Increasing

customer loyalty

Higher brand value

Deeper customer

involvement

Expensive

Time and effort

April 9, 202317

Target Market Family oriented individuals

Experiencers who enjoy entertainment

Ages 10+

April 9, 202318

Implementation and Budget

50%

20%

20%

10%

Budget

EventsCouponsPromotionsSocial Media

April 9, 202319

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