marketing exchange presentation december 16, 2004
TRANSCRIPT
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Marketing Exchange PresentationDecember 16, 2004
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AGENDA AGENDA
1. EB GAMES Overview2. The Experience Economy3. How we do it at EB GAMES4. What Does This Mean for YOU?
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1) EB GAMES Overview1) EB GAMES Overview
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Company OverviewCompany Overview
• Leading specialty retailer of electronic
games in the world!
• 2,000 stores split evenly between malls
and strips. Stores in 9 Countries.
• $2 billion in yearly sales
• Opening over 400 stores a year
• Founded in 1977 at King of Prussia Mall
• Leading specialty retailer of electronic
games in the world!
• 2,000 stores split evenly between malls
and strips. Stores in 9 Countries.
• $2 billion in yearly sales
• Opening over 400 stores a year
• Founded in 1977 at King of Prussia Mall
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DemographicsDemographics
Typical EB Consumer
• Sex: Male
• Ages: 18-30
• HH Income: $35,000-$49,999
• Employed Full Time
• Some College Education
Typical EB Consumer
• Sex: Male
• Ages: 18-30
• HH Income: $35,000-$49,999
• Employed Full Time
• Some College Education
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PsychographicsPsychographics
• Extreme Early Adopters
• Purchase Influencers
• Trend Setters
• Very Passionate about Gaming
• Extreme Early Adopters
• Purchase Influencers
• Trend Setters
• Very Passionate about Gaming
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Avid Gamers vs. Casual GamersAvid Gamers vs. Casual Gamers
• Avid Gamers Spend Significant hours a week playing video games (Core plays 19 hours per week)
• Avid Gamers are 11% of Users but 53% of Sales, Purchase 12 titles a year, own multiple systems and visit EB once a week.
• Casual Gamers are a larger group but buy less. This is a growing segment as we begin to build more strip stores
• Avid Gamers Spend Significant hours a week playing video games (Core plays 19 hours per week)
• Avid Gamers are 11% of Users but 53% of Sales, Purchase 12 titles a year, own multiple systems and visit EB once a week.
• Casual Gamers are a larger group but buy less. This is a growing segment as we begin to build more strip stores
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CompetitionCompetition
• There are 20,000 – 25,000 locations that sell video games.
• Key Types of Competition:- Mass Merchandisers- Toy Stores- Specialty Video Game Stores- Electronic Superstores- Internet- Video Rental Stores
• There are 20,000 – 25,000 locations that sell video games.
• Key Types of Competition:- Mass Merchandisers- Toy Stores- Specialty Video Game Stores- Electronic Superstores- Internet- Video Rental Stores
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EB GAMES Point of DifferenceEB GAMES Point of Difference
• Pre-Played Games
• Trade-In Old Games for Cash/Credit
• Reserve New Releases
• New Releases in Store Day 1
• Selection of Games
• Store Associates are Gaming Experts
• Location, Location, Location
• Community for Gamers (Starbuck’s)
• Pre-Played Games
• Trade-In Old Games for Cash/Credit
• Reserve New Releases
• New Releases in Store Day 1
• Selection of Games
• Store Associates are Gaming Experts
• Location, Location, Location
• Community for Gamers (Starbuck’s)
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Pre-played BusinessPre-played Business
• Biggest differentiating factor
• Highest profit margin category
• Biggest competitive advantage
• Continue to grow at faster rate than overall
business
• Higher percentage of pre-played business in strip
center stores
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Pricing OptionsPricing Options
EB Options Competitors- $29.99 - $49.99 with one or New Release more trades
- $39.99 - $44.99 pre-played
- $49.99 New Release
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2) The Experience Economy2) The Experience Economy
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Economic Shifts Over TimeEconomic Shifts Over Time
Agriculture Economy
Industrial Economy
Service Economy
Experience Economy
Agriculture Economy
Industrial Economy
Service Economy
Experience Economy
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What is the Experience EconomyWhat is the Experience Economy
• The 4th Economic Offering
• Every Business is a Stage…therefore work is Theatre
• Memorable Events that a company stages and charges extra for
• Restaurants become Eatertainment Stores become Shoppertainment
• The 4th Economic Offering
• Every Business is a Stage…therefore work is Theatre
• Memorable Events that a company stages and charges extra for
• Restaurants become Eatertainment Stores become Shoppertainment
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Economic Offerings of Products:Economic Offerings of Products:
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
Commodity Good Service Experience
Price of Coffee$0.03 to $3.50
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
Commodity Good Service Experience
Price of Coffee$0.03 to $3.50
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The Progression of Economic ValueThe Progression of Economic Value
ExtractCommodities
Make Goods
Deliver Services
StageExperiences
Differentiated
Undifferentiated
COMPETITIVEPOSITION
Relevant To
Irrelevant To
NEEDS TOCUSTOMERS
PRICING
Market Premium
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Economic Distinctions Economic Distinctions ECONOMICOFFERING
Economy
Economic Function
Nature of Offering
Key Attribute
Method of Supply
Seller
Buyer
Factors of Demand
ECONOMICOFFERING
Economy
Economic Function
Nature of Offering
Key Attribute
Method of Supply
Seller
Buyer
Factors of Demand
COMMODITIES
Agrarian
Extract
Fungible
Natural
Stored in Bulk
Trader
Market
Characteristics
GOODS
Industrial
Make
Tangible
Standardized
Inventories after Production
Manufacturer
User
Features
SERVICES
Service
Deliver
Intangible
Customized
Delivered on
Demand
Provider
Client
Benefits
EXPERIENCES
Experience
Stage
Memorable
Personal
Revealed over a
Duration
Stager
Guest
Sensations
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3) How we do it at EB GAMES3) How we do it at EB GAMES
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Why Apply this to EB GAMESWhy Apply this to EB GAMES
• Differentiate against Competition
• Allows for Premium Pricing
• Appeal to Avid Gamers and aspirations of Casual Gamers
• Creating a “Third Space” increases visits and time in store = SALES
• Differentiate against Competition
• Allows for Premium Pricing
• Appeal to Avid Gamers and aspirations of Casual Gamers
• Creating a “Third Space” increases visits and time in store = SALES
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How do you bring the Passion and Excitement of Playing Video Games
into a Strip Mall?
How do you bring the Passion and Excitement of Playing Video Games
into a Strip Mall?
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EB Games Creates ExperiencesEB Games Creates Experiences
• Gaming Tournaments• Interactive Gaming Units• Launch Events/Autograph Signings• Day 1 Releases• EBTV• GMR Magazine• Loyalty Club• Try any game in the store• Local Community Events
• Gaming Tournaments• Interactive Gaming Units• Launch Events/Autograph Signings• Day 1 Releases• EBTV• GMR Magazine• Loyalty Club• Try any game in the store• Local Community Events
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4) What Does This Mean For You4) What Does This Mean For You
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Who is Doing it Well?Who is Doing it Well?• Starbucks
• Disney World
• VEGAS
• Hard Rock/Planet Hollywood/Dive/ Rainforest Cafe
• NikeTown
• Cabela’s
• Progressive Insurance
• Hertz Gold Service
• Commerce vs. ING
• Starbucks
• Disney World
• VEGAS
• Hard Rock/Planet Hollywood/Dive/ Rainforest Cafe
• NikeTown
• Cabela’s
• Progressive Insurance
• Hertz Gold Service
• Commerce vs. ING
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Questions To Ask Yourself:Questions To Ask Yourself:• What if Starbuck’s/Disney entered my
industry…what would they do?
• Ask Consumers what would make them pay more for your product? What if you charged an entrance fee?
• How can your product be more fun, more personal and more memorable?
• How can we ENGAGE people? From an Emotional, Physical, Intellectual or even Spiritual level?
• What if Starbuck’s/Disney entered my industry…what would they do?
• Ask Consumers what would make them pay more for your product? What if you charged an entrance fee?
• How can your product be more fun, more personal and more memorable?
• How can we ENGAGE people? From an Emotional, Physical, Intellectual or even Spiritual level?
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KEY CONTACTKEY CONTACT
PAUL KOULOGEORGE
EB GAMES
Vice-President of Marketing
(610) 430-8100 x7940
PAUL KOULOGEORGE
EB GAMES
Vice-President of Marketing
(610) 430-8100 x7940
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