2 TTE Value Proposition Introduce a “first of it’s kind” in-store tabletop entertainment...
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Transcript of 2 TTE Value Proposition Introduce a “first of it’s kind” in-store tabletop entertainment...
2
TTE Value Proposition
• Introduce a “first of it’s kind” in-store tabletop entertainment system with significant brand, flair and personality that delivers a positive, healthy experience
• Offer creative reinforcement to the Starbucks brand communication
• Offer a personalized one-to-one interface, that will stimulate customer interaction, thereby generating positive brand reinforcement
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Challenge
• Increase customer retention time
• Create Family Fun to enhance Starbucks experience
• Develop program that will minimize out-of-pocket promotion costs
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TTE Value Curve
• Provides the ‘medium’ to reinforce emotional connection to brand
• Provides an ‘inviting’ catalyst to increase consumer traffic flow around specific hours of operation
• Generates ‘improved’ store traffic count + retention
• Promotes ‘ability’ to motivate new customer traffic
• Opens ‘new’ promotion partner opportunities (DreamWorks, FOX, Sony Music, Nike, etc.)
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TTE Platform
• TTE is the first DVD entertainment platform with self contained, playable games
Features unique DVD Board Games from iGamz
Flexible enough to play iGamz interactive board games and other video content
• Everything needed to have stimulating play is in the TTE system
No separate game board, game pieces or peripheral hardware
• Games are selected and played from Touch Pad on TTE
• Battery powered so no electric cord or plug required
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TTE Licenses
• TTE is produced with proprietary “licensed” and “original” concepts
Feature popular characters, movies, TV programs, sports figures
• TTE licenses include:
Yu-Gi-Oh!
Dragonball Z
HBO (Sex and the City)
CBS (Everybody Loves Raymond)
Fox (Family Guy)
• TTE offers games that target four psychographics:
Kids, Teens, Adults, Urban
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TTE Features
• iGamz Gameplay Features:
Plays off a programmable, replaceable DVD
Manages game play and randomises play
Features mini-games and Q&A challenges
Keeps track of whose turn it is
Keeps track of the progress for each player
Shows the game board and player positions
Knows where each player is on the board
Knows who won/lost and when the game is over
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TTE Base Universe
• DVD’s appeal to a broad and large audience
• General DVD market is large and growing
Eighty-eight (88) million TVHH
» (70%) own 150 million DVD players (Est. CY2005)
• Emerging market of DVD games
• Large market for games ($9 billion) appeals to all age categories
Video: $5.8B
Computer: $1.2B
Board: $2.0B
• DVD owners continue to purchase quantities of product
Purchase minimum thirteen (13) titles per HH/year
DVD retail sales $15.5B (CY2004)
5.8
1.2
2
Video Computer Board
Billions of Dollars
$9 billion
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TTE Viability
• Interactive games are quite familiar with an ever popular format
• One-hundred forty-five (145+) million play one or more forms of interactive game
• TTE is not introducing a totally “new” game concept
Traditional board games already translated to a wide range of formats
• Consumers already exposed to classic board games with DVD
Trivial Pursuit DVD versions selling more than one million units annually
Video Game CD-ROM
Online Mobile
- Video Game - CD-ROM- Handheld
- CD-I- Mobile
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Starbucks TTE Offering
• Branded Starbucks TTE Table Top Entertainment unit that allows play of short form iGamz DVD Board Games
• Compact Table Top Size
Footprint:: 7”X8”
Height: 9”
• Contains four (4) games
CBS “Everybody Loves Raymond”
FOX “Family Guy”
4Kids Yu-Gi-Oh!
FUNimation “Dragonball Z”
• Each game allows 2-4 person play
• Each game play completes in fifteen minutes
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Starbucks TTE Offering
• TTE games are SF (short form) versions of complete game (LF)
LF versions of iGamz available for purchase at mass market retail
SF versions developed and rotated by iGameworks
• TTE offer SF “free” play with meal purchase in-store
Limit to one game play per seating (option)
Encourage two or more persons per table to play
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Starbucks TTE Offering
• Option to develop iGamz titles exclusively for Starbucks
Option to purchase exclusive games at Starbucks over-the-counter
Starbucks branded SKU with purchase
Significant promotion revenue generator
• TTE games can be rotated on pre-defined timeframe
2 Games change each quarter
Replaced with New iGamz offerings
• Promotional signage, messages, other promotional opportunities
Messaging can be placed on TTE unit or integrated into game disc
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Starbucks TTE Messaging
• Branded POS and supporting materials:
Incorporate consistent imagery, messaging and program look/feel
Clearly define program ‘fun’
Identify all program aspects, i.e. (contests, etc.)
Promote specific day parts (i.e. dinner hour, family hour, etc.)
• Identify relevant on-premise POS items
Danglers, counter cards, static clings, etc.
• Identify customizable usable goods
Tray liners
• Identify relevant customer deliverables
Special partner offerings, SKU packaging
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TTE Promotional Opportunities
• Sell exclusive Starbucks titles
Revenue/profit generator to offset TTE promotion cost
• Sell iGamz titles at promotional price
• Feature promotional videos on TTE disc for customer viewing
Preview new films, TV shows, new video games, new products, promotions, etc.
Charge promotional partner for viewing opportunity