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Red Box Brand Audit
- 1. Shelby Gagnon Jennifer Walker Bryan Zembruski
- 2. Agenda Brand Elements & Growth Consumers & Competition Equity & Position What’s in the Future
- 8. Kiosks Rising Share Video rental kiosks on track to make up nearly 30 percent of the U.S. video rental market in 2010
- 16. Partnerships & Cross Promotion
- 17. Promo Deals
- 24. Customer Based Brand Equity Pyramid
- 27. Recommendations
Notas del editor
- Price & Convenience: $1 – per – day rental. Rent at one location, return at another. Non-Committal Service Red Kiosk Each with 630 DVDs representing 200 titles Order online at redbox.com Use iPhone app to find nearest location Proven Technology Unmatched production timeline No big deal if you change your plans or don’t like the movie it’s just a $1. (99 cent menu value)
- Customer Acquisition. Please customers. Growing Distribution. Powerful marketing partnerships. Low overhead. Direct Connection via mobile & e-mail: 1.7m text message customers growing by 100,000/month 20m customer email addresses
- Blu-ray will lead sales 2011 and beyond. No overseas expansion, focus remains in the US
- Video rental kiosks on track to make up nearly 30 percent of the U.S. video rental market in 2010 Through the first half of 2009, the share of rental turns (i.e., the number of videos rented by consumers) reached 19 percent for video kiosks like Redbox, compared to 36 percent for Netflix and other subscription services, and 45 percent for Blockbuster and other traditional brick–and-mortar video stores.
- Amazon Instant Video On Demand Blockbuster Blockbuster Express (kiosk) Blockbuster Online Comcast On Demand Netflix Xbox - extension of Netflix The New Release (aka MovieCube) DVDXpress DVDplay Gamefly Hulu.com
- 26,000 kiosks nationwide McDonald’s, Walmart, Walgren’s, select 7-eleven’s, leading grocery stores.
- Redbox Young, innovative, fun, affordable Blockbuster Dynasty A leading brand caught off guard Did not optimize brand for business extensions Netflix Well known brand becoming stale Comcast On Demand Brand extension void of its own personality
- Demographics Gender evenly split (49%/51%) Ages 18-34 & 35-49 account for 70% of customers 76% are Caucasian Half have children at home (55%) Even income distribution (30-60k, 60-100k, 100k+) Half have graduated college [Based on demographics of Redbox customers also online]
- Busy, on the go, movie entertainment seeker. Like to be up to date on the latest, greatest. Perceive convenience broadly? Online savvy. Open to new media (Facebook, Twitter, blogging). Deal seeker propensity & appreciate a good deal. More apt to try new things. May be more difficult to maintain as customers. No commitment with Redbox, open to trying new things, and seek deals.