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Marketing Plan For Magic The Gathering

9864 words - 39 pages

EXECUTIVE SUMMARYWizards of the Coast, founded in 1990, has been at the forefront of "hobby gaming"for nearly two decades, and its crowning glory is Magic: The Gathering, a game thatspawned an entire product category and has yet to meet its equal. Though Wizardswas acquired by toy giant Hasbro in 1999, our small Renton, Washington companyhas not lost its roots, and is still "committed to developing quality games thatchallenge and entertain … and bring people together in an atmosphere of fun."The purpose of this report is to outline our goals and objectives for Wizards in the upcoming future - namely,to increase our market share for the Magic product in all of its forms. Based on our analysis of our internalstrengths and weaknesses and our environmental opportunities and threats, we have come up with a picture ofour current market position and the types of customers we would like to target.Currently, our position in the market is that of an innovator, and we have a substantial share of our nichemarket, so we enjoy the luxury of not needing to radically shift our position. However, we are looking toincrease our target demographic in order to elevate Magic from an underground-game to a mainstream activity,which would mean an increase in our exposure to the general public as well as an increase in revenue, with bothchanges being in line with our marketing objectives. To make this happen, we have developed a number ofstrategies that, when implemented, should allow us to take Magic: The Gathering to unsurpassed levels.Here is a summary of the strategies we wish to implement in order to achieve our objectives:1. Mainstream Distribution2. Media Promotion3. Brand Licensing4. Children's Market PenetrationThe first strategy involves us determining the most appropriate types of retailers to help us broaden thedistribution of our product. We are looking for companies that have both a large, varied customer base and arecurrently financially successful. Our research has pointed us towards discount retailers, such as Wal-Mart, thatattract a wide-range of consumers and sell a large quantity of goods, though specialty stores geared towardschildren, such as Toys R' Us, could also be considered.The second strategy would see us produce advertisements in three different mediums: Internet, television andprint. In all three areas, we will be focusing on attracting a diverse group of customers, as our overarching goalwith this strategy is to increase our brand awareness. Over the Internet, websites catering to different age andgender segments will be utilized to maximum effect --- as the Web is used by everyone --- while televisionshows and magazines will be chosen based on their popularity within the children and teen markets.Our third strategy looks into developing a relationship with one of the most well-recognized brand names inthe market - McDonald's. We have a number of plans in place to take advantage of both McDonald's immensepopularity and our niche...

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