red box brand audit
DESCRIPTION
TRANSCRIPT
Shelby Gagnon
Jennifer Walker
Bryan Zembruski
Agenda
Brand Elements & Growth
Consumers & Competition
Equity & Position
What’s in the Future
Price & Convenience.
Non-Committal Service.
Red Kiosk: 630 DVDs/200 Titles.
Order Online.
iPhone App Locations.
Promo Codes.
Brand Elements & Attributes
1. Customer Acquisition. Please customers.
2. Growing Distribution. Powerful marketing partnerships. Low overhead.
Direct Connection via mobile & e-mail:1. 1.7M Text Message.2. 20M Email Addresses.3. Customer Growth 100,000/month.
Brand Elements & Attributes
Big red kiosk, Identifiable
Fun, Exciting, Innovative,
Happy, Entertaining
DVD & Blue-rayTop new releases
Kids videosAlways in stock
Free Rental Codes
Facebook Freebies
Text CodesGroupon deal
Easy to use•No
employees
ConvenientMany locations7-Eleven, grocery
storeRent & return
anywhereRent with errands
$1Great ValueNo late feesCredit card
Email Receipt/Confirmat
ion
Big red kiosk IdentifiableBrightly lit up
Video Gamesfor multiple consoles
Easy to use Self-serviceQuick service
Timeline:2002 McDonald’s Ventures, LLC 12 kiosks launch to lure in customers2004 1st market test Denver, CO 140 kiosks2005 Coinstar Inc invests with 47% ownership2008 200% Revenue Increase2009 Expanded into Game Rentals to compete with Gamefly2010 HD Blu-Ray Offering
Video Game test markets: NV, TX, WI, OR, NCOnline rental option
2011 Facebook fans growth 30,000 in 2010 to over 1.8millioniPhone app launched 2.5m downloads
2014 DVD rentals expanding at average rate 2.7% to $9.97billion.
Brand Growth
DVD Rental Market
Kiosks Rising Share
Video rental kiosks on track to make up nearly 30 percent of the U.S. video rental market in 2010
Major Competitors
Points of Purchase
Points of Parity
Free trial
Convenience
Order Online
Smartphone apps
Move toward video games/streaming
Points of Difference
Young, Innovative, Fun
$1 Price Point
Well-known Kiosk
Ease of Use
No Commitment
No Account Setup Required
No Human Interaction
Rent & Return Anywhere
High Availability of New Releases
Promotions & Freebies
Dominant Social Media Presence
No Streaming (coming soon)
Limited Titles
Redbox. Young, innovative, fun, affordable.
Blockbuster Dynasty. A leading brand caught off guard. Failed to optimize brand.
Netflix. Well known brand becoming stale.
Comcast On Demand. Brand extension void of its own personality.
Competitor Analysis
• Demographics: 49/51% Gender Evenly Split. Ages 18 - 34 and 35 - 49. 76% Caucasian. 55% Children at Home. Even income distribution
(30-60k, 60-100k, 100k+).
Half college graduates.
Consumer Base
[Based on demographics of Redbox customers also online.]
On-the-go entertainment seeker. Follow Movie Trends. Online savvy. Open to new media. Deal seeker. Early Adapter. Moderately brand loyal.
Consumer Base
Partnerships & Cross Promotion
Promo Deals
Is The Brand Well Positioned?
Redbox has successfully Positioned itself as:
• First to market with rental kiosks• Entered market by way of Blue Ocean Strategy
• Regular Promotions• Movie Mondays • First rental is free• Facebook promotion codes • Redbox Blog membership rental codes
Is The Brand Well Positioned?
Redbox has successfully Positioned itself as:
• A low cost provider of movie/video game rentals• Inexpensive entertainment for the unemployed
• A conveniently located movie/video game rental service• Located at regularly frequented stores
• An impulse rental service• Immediate gratification• "there’s nothing to do tonight, let’s rent a movie...”
Position Map (Jennifer)
Sources of Brand Equity
• Brand Loyalty• Relatively fickle customer base• High level of repeat purchasers
• Brand Awareness• 84% brand awareness• Large Red Point-of-Purchase Kiosks
• Perceived Quality• Low price• Great Customer Service
Sources of Brand EquityContinued
• Brand Associations• Inexpensive• Convenient locations• Fast Rental• Easy to use Kiosk interface• Free Movie Promotions
• Other proprietary Brand Assets• Increased awareness and perceived quality via partnerships with
brands such as:• Pepsi• Orrville Redenbacher• Frito Lay• Mc Donnalds• Monopoly
Customer-Based Brand Equity Pyramid
• Resonance:• Weakest on top because of consumers’ low personal attachment to
the brand and fickle brand loyalty
• Feelings/Imagery:• The Redbox customer-based brand equity pyramid is strongest on
the right side due to the positive feelings associated with the products offered and attention catching imagery of the kiosks
• Judgement/Performance:• Medium strength on the left side because of quality of product,
while good, is on par with most other rental companies
• Salience:• Extremely strong on bottom of the pyramid on account of
consumers’ high level of product recall for the Redbox brand
Customer Based Brand Equity Pyramid
Philanthropy and CSR
• Jacksonville FL (Feel good Movies)• Allows customers to donate their initial $1 rental fee to
one of 10 charities in Northeast Florida and Southeast Georgia
• Coinstar (Parent Company) Donations:• American Red Cross • Feeding America • Leukemia & Lymphoma • The March of Dimes • UNICEF • World Wildlife Fund
Brand Errors
Initial convenience store vending machines.
Slogan Failures“Never a late fee ever”
Recommendations
Suggestions: Building & Maintaining Equity (all)Maintain the perceived quality of the brand.
Keep $1 price point.
Increase philanthropic activities for the Redbox Brand.
Connect with new consumers through continued partnerships and promotional codes.
Goals
Short-term: Identify slogan. What’s in your Box?; Look/Delve inside the box? What’s playing on your TV tonight? (Simplify)Gain 8.7% within the last year; match mkt share this year.Increase awareness goals. New partnerships like Papa Murphy’s, Little Cesar’s, Pizza Hut/Dominos; Target gamers online – “Try it Before You Buy It” link to where gamers go ie World of War Craft. Target Stores.
Long-term: in order to acquire new customers launch an advertising and marketing campaign ONLINE with the launch of streaming online videos.Philantrophic
Future: Global expansion. Extend ad marketing campaign after test markets, focus groups, etc consider to move beyond WOM. Consider research cost ROI TV show offerings online and or at kiosks.
Proposal: Brand Extension (all)
RedPhonePrepaid cell phone kiosks
RedAirMy Sky RedboxI Fly Redbox