read the doc then write a sale forecasts(just one page double space is fine )
yao7371200
mgmt1111.pdf
Marketing Plan
Company Name: Marketing Management Team Number: Team # 5 Product/Team Name: Crazy Talk/ 5Star Production Team Team Members:
● Cami Brown ● Yuqi Fu ● Shiyao Gong ● Jie Huang ● Janet Shin ● Asia Smith
Krannert School of Management MGMT 324
Document Submission/Revision History: Date Content Submitted By 1/24/2016 Team photo
Cover page, Team picture, Personal bios, Mission, Objectives, Controls Asia Smith
1/31/2016 +SWOT Analysis, BCG Matrix, Ansoff Matrix Asia Smith 2/21/2016 +Customer, Competition, Context Asia Smith 3/2/2016 +Research Question, Research Protocol, Research Administration,
Research Results Asia Smith
3/6/2016 +Segmentation, Targeting Yuqi Fu 3/13/2016 +Positioning: Value Proposition, Consumer Choice Process,
Hierarchical Values Map Asia Smith
3/20/2016 MidTerm Review Asia Smith 4/30/2016 Final Document
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Table of Contents 1. Executive Summary 2. Business Goals 2.1. Mission 2.2. Objectives
3. Marketing Strategy 3.1. Segmentation 3.1.1 Critical Dimensions 3.1.2 2X2 Segmentation Analysis
3.2. Targeting 3.2.1 Target Selection 3.2.2 Target Profile
3.3. Positioning 3.3.1 Value Proposition 3.3.2 Consumer Choice Process 3.3.3 Hierarchical Value Map
3.4. Brand 3.4.1 Perceptual Map 3.4.2 Three Circles
4. Marketing Tactics 4.1. Product 4.1.1 Product Features 4.1.2 Product Packaging
4.2. Pricing 4.2.1 Demand Function 4.2.2 Price/Performance Map
4.3. Place 4.3.1 Channel Margins 4.3.2 Sales Forecasts
4.4. Promotion 4.4.1 Advertisement
4.5. Controls 4.5.1 Sales and Profit Forecasts
Appendix A: 5C Analysis A.1 Customer A.2 Company A.2.1 SWOT Analysis A.2.2 BCG Matrix A.2.3 Ansoff Matrix
A.3 Competition A.4 Collaborators A.5 Context
Appendix B: Research Studies
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B.1 Research Questions B.2 Research Protocol B.3 Research Results
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1. Executive Summary
2. Business Goals
2.1.Mission
Our mission is to create family traditions by giving close friends and family the ability to build creativity with laughs along the way.
2.2.Objectives 1.) To create a game families will play as a tradition. 2.) To provide an opportunity to create long lasting memories 3.) To set up an environment where friends and families can engage in friendly
competition 4.) To engage the brain and boost creativity.
3. Marketing Strategy
3.1.Segmentation
3.1.1 Critical Dimensions Dimension 1: Intensity Dimension 2: Strategicness
Segmenting survey questions: 9 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: 7 Questions
● What is your gender? Male, Female ● What is your marital status? Single , Married ● How old are you? (Openended question) ● What level of education do you have? Middle school, High school, College,
Graduate school
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● 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?
3.1.2 2X2 Segmentation Analysis
Segment 1: High, High Versatile Players
Segment 3: Low, High Game Geeks
Segment 2: High, Low Fierce Players
Segment 4: Low, Low Dull Players
X: Intensity (Top: High, Bottom: Low) Y: Creativity or Strategicness (Left: Low, Right: High)
3.2.Targeting
3.2.1 Target Selection Profiling survey questions: 7 Questions
● What is your gender? Male, Female ● What is your marital status? Single , Married ● How old are you? (Openended 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?
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3.2.2 Target Profile
3.3.Positioning
3.3.1 Value Proposition For families 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 someones sentence to find the key words that are on their cards. That provides the ability to play a game that is full of friendly competition, engages the brain and boosts creativity buy using strategy to get your wins unlike games that don’t do it in that way.
3.3.2 Consumer Choice Process 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. ● 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.
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3.3.3 Hierarchical Value Map
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HOT MeansEnd Chain
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3.4.Brand
3.4.1 Perceptual Map
3.4.2 Three Circles
4. Marketing Tactics
4.1.Product
4.1.1 Product Features
4.1.2 Product Packaging
4.2.Pricing
4.2.1 Demand Function
4.2.2 Price/Performance Map
4.3.Place
4.3.1 Channel Margins
4.3.2 Sales Forecasts
4.4.Promotion
4.4.1 Advertisement
4.5.Controls 1.) Measure how often families play Crazy Talk during each month 2.) Create a “Testimonials” booklet for interesting and funny family stories evolved
through play 3.) Create a survey that rates competitiveness 4.) Measure the cognitive involvement in the game compared to other game genres.
4.5.1 Sales and Profit Forecasts Appendix A: 5C Analysis
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A.1 Customer 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 breakingtheice 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.
A.2 Company
A.2.1 SWOT Analysis
STRENGTHS ● Low cost ● Easy to learn and play ● Improving improvised speaking skills ● Helps bond family and friends closer
by knowing each other's “tells” ● Increases focus ● Boosts creativity ● Builds vocabulary
WEAKNESSES ● Difficult for nonnative speakerscan
affect their performance and slow down the game
● Conversations can be slow depending on how difficult the words are to incorporate
● If playing with total strangers, conversations can be awkward and easier to detect buzzwords
OPPORTUNITIES ● A way for nonnative English speakers
to practice and converse with native English speakers (forcing them to participate in American culture)
● Acts as a good “breaking the ice game” at club callouts and any other setting where there are new people meeting each other
● A simple game that had a future to be a cash cow similar to Monopoly, with different versions and updates
THREATS ● Other games similar, such as taboo,
increases competition ● If played enough times, players can
start to remember the words in the deck so period updates are necessary
X: Factors Y: Orientation
A.2.2 BCG Matrix
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STARS ● Cards Against Humanity ● Clash of Clans
QUESTION MARKS ● Crazy Talk ● Heads Up ● Spyfall
CASH COWS ● Monopoly ● Angry Birds ● Uno ● Clue ● Candy Crush
DOGS ● Bingo ● Connect Four ● Life ● GoFish ● Old Maid ● Farmville
X: Market Share Y: Market Growth
A.2.3 Ansoff Matrix
MARKET PENETRATION ● Increasing advertisement in college
campuses and offering discounts ● Target development workshops and
school programs
MARKET DEVELOPMENT ● Different languages ● Various editions (Adult, Kids,
Vocabulary Builder, Physical (Ex: touch neighbor 3 times during conversation)
● Different packaging depending on geographic location (Ex: US = sleek, modern; Japan = cute)
● Create an app version of the game
PRODUCT DEVELOPMENT ● Create a book about strategy ● Fan goods (cell phone cases, coffee
mugs, iconic tshirts)
DIVERSIFICATION ● Being a publisher for school textbooks
similar to McGraw Hill ● Dating application based on building
conversations
X: Customers Y: Products
(Reference http://ansoffmatrix.com/)
A.3 Competition 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
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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.
A.4 Collaborators
A.5 Context
In order to give our target market the most fun out of our game, we need to make sure of a few things.
1.) Make sure our game has a balance. You do not want to see a clear winner too early into the game.
2.) Make sure the game is easily playable and does not take too long to either play or learn/set up.
3.) Make sure our game rewards players who use good strategies.
When we achieve these things, we ensure that our customers will want to play the game over and over. This will be because the game has different outcomes each play.
Appendix B: Research Studies
B.1 Research Questions 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?
B.2 Research Protocol ● Research method: focus group
○ Research protocol: group of 56, observations, maybe film ● Research method: survey
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○ Research protocol: Use online survey to question possible customers about the game
B.3 Research Administration
● Will fill out once we start on research
B.4 Research Results ● Will fill out once we start on research
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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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