Hasbro Case v6

Case Analysis
Hasbro Games
POX
Presented By: Group 15

Palash Fendarkar- 2114015 Amit Pandey- 2114037
Ashutosh Kumar- 2114026 Amitesh Sisodia- 2114061
Case Summary
POX is a handheld electronic game released by Hasbro in 2001. The game includes both single
-player and multi-player modes and a 30-foot (9 m) wireless connection range.
The $25 game, which was aimed at boys 8 and older, was designed for play as quiet and insidious as the
transmission of germs. When switched to multi-user play, a hand-held Pox unit automatically seeks out
other units up to 30 feet away and goes into battle via radio frequency, even from inside a backpack,
desk or car.
VALUE PROPOSITION
1 Unique Features
The new POX has been loaded with unique features such
as Wireless Technology, Handheld, Portable Handheld.
2 Fantasy Elements
Hasbro's newest toy is so unique it
requires a unique launch strategy. Let's
Existed in its own world, Unique Characters and Story. visit the value propositions that can
Something particularly known to one who plays the game. market the product, unlike previous
campaigns.
Matt Collins must weigh the risks and

benefits o f doing things the way they've
3 Story, Competition and Collection always been done or blazing a new path
in the marketing o f toys.
A player can develop their own story, compete with their
friends wirelessly and collect series of future levels and
games.
1 Value
VALUE PROPOSITION
Propositions
Hasbro's newest toy is so unique it requires a unique launch strategy. Let's visit the value propositions that can market
the product unlike previous campaigns.
Unique
Leveraging the newly installed features and to promote the Features
features as the USP.
Fantasy
Collecting
Promote the non-traditional elements to customers that are more Elements
attracted towards fantasy and are linked with the story associated
with the POX.
Follow the approach of Fantasy, Competition & Collecting to create Competition Story
a constant buzz in the Market
Factors as a Barrier & Adoption
Engender Adoption Barrier to

Adoption The $25 game was aimed at boys
8 and older, was designed for play
as quiet and insidious as the
1. Flexibility to play anywhere with 1. Targets a particular segment of age transmission of germs. When
anyone wirelessly group (8-12) switched to multi-user play, a
2. Ability to customize games, giving 2. Higher cost of color option. hand-held Pox unit automatically
a sense of control to users. 3. Too much time spent with games, seeks out other units up to 30
3. Black & White Version at a lower resulting restrictions from parents. feet away and goes into battle via
Cost. radio frequency, even from inside
4. Factors such as Fantasy, Curiosity, a backpack, desk or car.
Competitiveness, collecting
5. New Age game, more innovations
than its predecessors
Brand Metrics
Daily Active Users(DAU)/ Monthly Active Users(MAU)
Retention rate
Average Revenue Per User
Number of Products Sold
NPS
2 Role of Retail Channels in Conjunction with the Communication Strategy
• POX required critical mass of product adoption. Channel with a wider

Reach reach and penetration will enhance customer adoption
Distribution • Channel with a robust distribution channel would be required to fulfil

Channel the forecast of 1 million sales units
Promotion • If the company decides to go with TMP’s proposal, store

based theme promotions will help in continuing the buzz
Product • Should have high accessibility and high inventory since excitement
Accessibility and expectations for POX was very high
2 Comparing Proposals
Target Audience (Tweens) Aged 8-12, Across all ethnic groups, Collected
trading cards, Played Electronic Computer games
Launch strategies features:

Grey Worldwide- Long time Hasbro Targeting Marketing &
Campaign Partner partner with proven credentials Promotions- Experts in non-
in traditional marketing traditional niche
promotional campaigns
Budget allocated 1.4 million 1 million

Campaign Strategy Create consumer awareness Create a national buzz by real life
through traditional mediums of TV enactment of the game's backstory
advertisements and Gamer in an old hangar
magazine ads
Apprehension Whether it could match the Non tested mediums with
aggressive targets set for POX unknown impact strengths
launch
3 For the comparison of the campaigns, we have used the 4C framework for marketing
communications
Elements Grey Worldwide Targeting Marketing & Promotions
Clarity Concentrated on Stealth aspect of the Concentrated on the backstory
(Position the USP/main idea) game (Inception and Creation of POX)
Consistency Long term plan for creating impact by Absence of a plan post the creation of
(Consistent messaging to the consumer repeatedly advertising in the two national interest
for higher frequency and reach and mediums
thus higher impact)
Credibility TV and Print media are credible Earned media is not always trusted
(Consumer should trust the sources for information
communicated message)
Competitiveness POX was the only game that let players The national buzz created did not
(Effectively communicate the play anytime and anywhere – A unique communicate the uniqueness
competitive edge) proposition that was to be (stealth)of the game to the
communicated in the campaign consumers.
The objective of the campaign is to effectively communicate the value proposition to the targeted customers, and we
recommend Grey Worldwide to lead the campaign for Hasbro.
4 Examples of Events association with a brand
Event Name Brand Associated Impact
Femina Miss India Femina • Femina has become synonymous with the annual pageant since inception in 1964.
(since 1964) magazine- • 160,000 followers across Instagram and Facebook
The Times group
Filmfare awards Filmfare • Bollywood centric event gives high visibility to Times Group across customer
(since 1954) magazine- segments
The Times Group • 12 million followers across different digital mediums
Lakme Fashion Lakme • Reach increased by 40% despite going virtual in 2020
Week • 3.2 million followers across the digital medium and pan India outreach
(Since 1999)
Tata Mumbai Tata Group • Largest sporting philanthropic event in India. Raised 319.5 crores since its
Marathon inauguration in 2004 with 49.5 Crores raised in 2020.
(Since 2004) • 55000 runners in 2020 edition and more than 2 million followers in digital mediums
MTV Roadies MTV • Youth centric reality show that involves performing tasks
(Since 2003) • 10.2 million followers across the digital medium, with special following by youth
To increase the viewership and awareness of the Lakme Fashion Week , we propose the following :
• Seamlessly integrate the virtual platform with the event to enhance the customer reach and top of mind awareness, if
offline shows are done
• Provide the opportunity to the customers to buy directly from the runway, thus better conversions
• Platform based show will enhance B2B marketplace and provides a better visibility to sponsoring brands

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Case Analysis

Presented By: Group 15

Matt Collins must weigh the risks and

Engender Adoption Barrier to

Daily Active Users(DAU)/ Monthly Active Users(MAU)

Average Revenue Per User

Number of Products Sold

• POX required critical mass of product adoption. Channel with a wider

Distribution • Channel with a robust distribution channel would be required to fulfil

Promotion • If the company decides to go with TMP’s proposal, store

Launch strategies features:

Budget allocated 1.4 million 1 million

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