market plan

Marketing Plan

Company Name: Marketing Management

Team Number: Team # 5

Team Members:

· Cami Brown

· Yuqi Fu

· Shiyao Gong

· Jie Huang

· Janet Shin

· Asia Smith

Document Submission/Revision History:

Table of Contents

Five Star Production Company specializes in creating games that fit the wants and needs of consumers through a unique platform. While creating games that are filled with excitement, we also try to add in a twist of strategy. We will create a set of questions to help us define what our consumers want in the games they love and desire the most.

Dimension 1: Intensity

Dimension 2: Strategicness

Segmenting survey questions:

SCALE: 1= extremely likely, 2= likely, 3=indifferent, 4= unlikely, 5= extremely unlikely

How likely are you to play a game:

· That requires strategy?

· Where you can use reverse psychology to win?

· That is intense?

· That gets you anxious?

· Play a game that involves some form of competition?

· Where you are on your own team?

· Where you have a team that plays against your team?

· That is not timed?

· That’s a cross between Cards Against Humanity and Taboo?

Profiling survey questions:

· What is your gender? Male, Female

· What is your marital status? Single , Married

· How old are you? (Open-ended question)

· What level of education do you have? Middle school, High school, College, Graduate school

· Are you involved in any extracurricular activities?

· Is English your first language?

· How often do you play social games?

After play survey questions:

· Would you play Crazy Talk again? Yes, No

· Which part of the game was more difficult?

· How many words would you suggest we have on each card?

· What were some of your favorite words you were forced to work with?

· How many people would you suggest playing the game with?

· Did you know your component well?

· (Open ended) What suggestions do you have for better play of the game?

X: Intensity (Top: High, Bottom: Low)

Y: Creativity or Strategicness (Left: Low, Right: High)

Our target market is young adults in the domestic United States. We are targeting people who are mature but are still lively enough to play and interact in social games like Crazy Talk.

We are mostly aiming for consumers who are between the ages of 18 and 35. These are the ages we considered mature enough to play all versions of the game but young enough to be actively engaged.

Profiling survey questions:

· What is your gender? Male, Female

· What is your marital status? Single , Married

· How old are you? (Open-ended question)

· What level of education do you have? Middle school, High school, College, Graduate school

· Are you involved in any extracurricular activities?

· Is English your first language?

· How often do you play social games?

(We ask our consumers if they are involved in any extracurricular activities because the more someone is involved in outside of playing the game, the better the odds will be in their favor when playing the game. This is simply because it will be better to disguise themselves during play or help them mine their way through the game using strategy.)

· 18- 35 year olds

· Low to upper middle class

· Fluent in English

· Extroverted

For consumers who want to play engaging, competitive games who are dissatisfied with games that don’t really let strategy guide their wins or allow for creativity. Our product is a game where you are timed not by a timer, but by how fast you you can analyze and detect through someone’s sentence to find the keywords that are on their cards. That provides the ability to play a game that is full of friendly competition, and engages the brain and boosts creativity by using communication.

Cognitive Stage

· Awareness- In this stage, our consumers only know what our product is, a game. They do not know more than this.

· Knowledge- In this stage, our consumers have some background knowledge of the game and its origin.

Affective Stage

· Liking- In this stage, our consumers are starting to grow a taste for our game.

· Preference- In this stage, our customers decide to choose our product over others in the industry. They will pick our game over Cards Against Humanity.

· Conviction- In this stage, our consumers know for certain this is the product they want to buy.

Behavior Stage

· Purchase- In this stage, our target market will begin to actually purchase the game and play it in their homes.

HOT Means-End Chain

Team Games

Solo Games Strategy Chance

· Augmented- Crazy Talk comes with a 5 year renewable warranty. If you lose game cards, you can get them replaced within 1 week of your request. All you have to do is fill out the “Replenish” request and mail it to us in the envelope that are both in the game box in a pouch in the top lid.

· Tangible- Crazy Talk comes with game cards that are in a nice slender box. There are three sets of same level game cards.

· Core- Crazy Talk comes with the intensity that you desire in a competitive game that allows you to use strategy to win.

A. Our Points of Difference

a. Different game sets to choose from (ex. Adult version)

b. Customizable card decks (ex. Hello Kitty)

B. Points of Parity

a. Entertaining card game

b. Allows for strategy to guide wins

C. Their Points of Difference

a. Restrictions on game play

Some of the special things that come with the product is the ability to customize your deck. You can get whatever style you want from our list. Another feature we have is different game sets. We have a teen version, an adult version and more.

Crazy Talk comes with game cards that are in a nice slender box. There are three sets of same level game cards. It also comes with a game box pouch in the top lid that houses an envelope with your first warranty.

Assume Q= 30,000 - 1200P

P(30,000-1,200P)

30,000P- 1,200P^2

dr/dp= 30,000- 2,400P

2400P= 30,000

P= $12.50

The price difference between what a manufacturer charges and what a consumer pays is called the channel margin. Suppose that paper factory sells paper to company at a price of $1 for per pack of card. The company takes delivery of a large number of box of cards to various retailers from different places. Charge $12 for a dozen. Retailer then increase the price to $3.5 per pack of card. Thus, we can get the total channel margins would be $2.5.

The learning curve concept has contributed to a large extent, in the growth of the

organization. For instance, the costs which are incurred at the beginning of the process are higher as compared to costs energies directed towards the end. This is because of the consistent developments in the organization, which help cut on costs through improvement of processes in the entity, as well as operational effectiveness (Richard, 2016). Wastage is thus reduced while productivity is enhanced to a large extent. For the project, market strategies, consulting aspects and coordination have all been allocated costs as shown in the table above. With project consulting taking a higher percentage, it is evident that this is a sensitive aspect which should not be shunned. Consequently, there is a need to embrace market research, and incorporate this into strategic reports for the sake of cutting down on costs (Richard, 2016). The project sales forecast is for the first seven months of the organization calendar, which are the most crucial and determinants of its overall profitability thereafter.

Appendix A: 5C Analysis

Our target customers are teens to adults who enjoy word and conversation games. We will mainly target young adults who would use the game for breaking-the-ice and conversation development. This will also be for teens who might enjoy playing games together in their free time. Our target customers want a game that is unique yet fun. They want a game that they would pull out to play for every occasion. We are not targeting children because it will be a little too advanced for them. We are targeting mature people who know how to guide a conversation.

X: Factors

Y: Orientation

X: Market Share

Y: Market Growth

X: Customers

Y: Products

We are competing with games that are similar to ours in both play and design such as Apples to Apples, Taboo and What If.... Apples to Apples is similar to Crazy Talk because we will have words on cards that you must say within a regular discussion. It’s more the opposite of Taboo because instead of avoiding to say words, we must say the words on the cards. What If… is similar to Crazy Talk because there is a main discussion portion that is very important to the game. We are also competing with the companies who make the games that are similar to ours such as Mattell, who published Apples to Apples and Hasbro who published Taboo.

Game Logistics

· How many words should be on a card?

· Should players play in teams or individually/

· What is the average time it takes for one round/

· How many cards do we need in a box?

· Which rules work well and which do not?

Game Preferences

· How is our game in comparison to similar games such as taboo?

· Would you recommend to a friend or family?

· What is the age of the average player?

· Where would they play the game?

· Research method: focus group

· Research protocol: group of 5-6, observations, maybe film

· Research method: survey

· Research protocol: Use online survey to question possible customers about the game

B.3 Research Administration

· Will fill out once we start on research

· Will fill out once we start on research

Cami Brown: I am a junior double majoring in marketing and management while also getting a certificate of entrepreneurship. I am very involved in my business fraternity, Delta Sigma Pi.  This semester I am the VP of marketing for DSP. I am also involved in the Purdue Longboard Club and I work at the Outpost Catering. In my free time I like travelling, visiting art museums, and attending various concerts.

Jie Huang: My name is Jie Huang, I'm majoring in Accounting and Management.

I'm from China and this is my third year in college.

Asia Smith: I am a junior in the Krannert School of Management majoring in management with a concentration in finance. While working towards my degree, I also works part time at Andy Frain as chief usher for the Purdue sports games. In my free time I like to watch movies.

Shiyao Gong: My name is Shiyao Gong. I am junior in the Krannert School of Management, majoring in accounting and minoring in Japanese. I come from Shenzhen in Guangdong, China. My hobbies are playing online games and swimming.

Yuqi Fu: My name is Yuqi Fu and I come from Dalian, China. I am a senior and an accounting major. During my free time, I watch movies and I love travelling. I have explored most of the national parks in the US over the past several years.

Janet Shin: My name is Janet Shin. I'm a junior in Krannert studying accounting and management. I'm the treasurer of two organizations, Asian American Association and Cornerstone Christian Fellowship. I'm from Chicago and I enjoy watching TV and listening to music in my free time.

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