Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier...
-
Upload
javier-garcia -
Category
Marketing
-
view
183 -
download
0
description
Transcript of Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier...
![Page 1: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/1.jpg)
Prepared by Javier Garcia
For CCNY BIC B3002 (Consumer Behavior & Persuasion, Zontee Hou)
![Page 2: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/2.jpg)
2
![Page 3: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/3.jpg)
3
![Page 4: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/4.jpg)
4
![Page 5: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/5.jpg)
Of the American population plays video games.
That’s 187,202,567 people
$24 Billion
59% worth of video game related sales industry-wide. That’s:
• More than double 2013 US/Canada movie ticket sales
• Approx. 3x Netflix subscription revenue in 2013
Source: 2014 Sales, Demographic and Usage Data, Essential Facts About the Computer
& Video Game Industry. (http://www.theesa.com/facts/pdfs/ESA_EF_2014.pdf)
Of the American population that plays games,
52% are male
48% are female
Disproving the stereotype that most gamers are male
The age of the average American gamer 31
![Page 6: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/6.jpg)
6
![Page 7: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/7.jpg)
7
![Page 8: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/8.jpg)
8
Me
![Page 9: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/9.jpg)
9
![Page 10: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/10.jpg)
10
![Page 11: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/11.jpg)
11
![Page 12: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/12.jpg)
12
![Page 13: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/13.jpg)
13
![Page 14: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/14.jpg)
14
![Page 15: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/15.jpg)
15
![Page 16: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/16.jpg)
16
![Page 17: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/17.jpg)
17
=
Online digital media distribution platform for Windows & Mac
![Page 18: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/18.jpg)
18
=
Online digital PC gaming, media and software distribution platform
for Windows, Mac & Linux
![Page 19: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/19.jpg)
19
![Page 20: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/20.jpg)
20
![Page 21: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/21.jpg)
21
![Page 22: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/22.jpg)
22 * Beta version of controller pictured
![Page 23: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/23.jpg)
• A large awareness and knowledge gap between the audience and a potential purchase
• Relying on limited beta-testers and press for initial impressions on early hardware
• A lack of hands-on experience with the product and the innovative controller
• Help them understand how it feels, how it works, and how it fits into their lives
23
![Page 24: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/24.jpg)
• Gaming/Tech News Sites
• Twitch.TV
• Retail
24
![Page 25: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/25.jpg)
25
Managed by, and frequented by gaming enthusiasts (Especially the comments sections)
![Page 26: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/26.jpg)
• Gaming/Tech News Sites
• Twitch.TV
• Retail
26
![Page 27: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/27.jpg)
27
• Video streaming platform dedicated to all things video games – from individual gamer broadcasts to major, global competitive gaming events
• Embedded applications built into the latest major gaming consoles
• Launched June 2011 - Less than 3 years old
![Page 28: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/28.jpg)
28
• 4th largest driver of traffic on the web
• Attracts more prime time viewers than MTV, TNT & AMC
• Reaches 45 million viewers a month Compare to: • 26.5 million Netflix Subscribers
• 22.3 million cable TV subscribers
• Launched June 2011 - Less than 3 years old
![Page 29: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/29.jpg)
• Gaming/Tech News Sites
• Twitch.TV
• Retail
29
![Page 30: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/30.jpg)
30
• Hands-on experience + dialogue with professionals key to establishing user experience
• Consider foregoing existing big box and gaming/technology retailers in favor of branded Steam pop-up shops or dedicated,
• Controlled experience championed by dedicated professionals and gaming enthusiasts
![Page 31: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/31.jpg)
31
![Page 32: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/32.jpg)
32
![Page 33: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/33.jpg)
• Raise expectations of consumers
• Rely on existing, happy consumer advocates
• Capture imagination of potential consumers
• Simplify exploration / learning process
• Fulfill expectations of product/service in satisfying and delightful manner
![Page 34: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/34.jpg)
• Raise expectations of consumers
• Rely on existing, happy consumer advocates
• Capture imagination of potential consumers
• Simplify exploration / learning process
• Fulfill expectations of product/service in satisfying and delightful manner
Retail / Post-Purchase
Product Usage Press & Existing User /
Awareness of Brand
Press or Social Web /
Word of Mouth
WOM / Press / Content
Sponsorship
Retail Experience / WOM
Advocate
![Page 35: Steam Machines - Comprehensive Consumer Profile & Go-To Market Plan (Master's Project) by Javier Garcia for CCNY BIC Master's Program - "Consumer Behavior & Persuasion" Class (Taught](https://reader036.fdocuments.net/reader036/viewer/2022081403/55495a1ab4c905f74e8b52a7/html5/thumbnails/35.jpg)
35