Download - R&R Case study
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R&R – CASE STUDY
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Team Members
Abhinav Mathew (F10061) Anthony Vishal Francis (F10064) Githin J Mathew (F10013) Rohith Girish (F10105)
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Key Points
“Trivial Pursuit” – introduced in Canada in 1980, strongest sales in 1983
In the US – introduced in Sept, 1983 Retailers dictated terms most of the
times – success depended on less than a dozen retailers
Industry was seasonal – four weeks prior to Christmas
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Trivial Pursuit
Developed in Canada (1980) Introduced in the US in Sept, 1983
Wholesale - $19 Retail - $29.95 to $39.95 Primarily marketed through WOM
Assumption that success of “Trivial Pursuit” in Canada would spill over to the US
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TV Guide Trivia Game
Licensed by TV Guide (18mn copies weekly)
Retailed at $14.95 Available at 10,000 retail outlets from
Bloomingdale’s and Macy’s to Toys ‘R’ Us, Sears, Penney, etc.
Scheduled launch for late spring, 1984
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Our Analysis
“Trivial Pursuit” as a product class Is in the decline stage (Dec 1984) Most major manufacturers had their own
version Had a PLC of only a year Heavy discounting by retailers
There is no repeat buy Game was too tough for people to play Only Selchow could survive in 1985
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The way forward
Develop “WHOOZIT?” First-mover advantage Easier to play Offer a version which can be played on the
“Trivial Pursuit” board Learn from the mistakes of “TV Guide
Trivia Game” Possible tie-up with Bettman Archives
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