Proposed Marketing Strategy Case Study : Manikmaya Games

• Main Author: Ridwan Gunawan Wibisono 29116433, Mohammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29015
• Institution: Institut Teknologi Bandung

The board game industry is entering the “Golden Age of Board Games” where for the past few years the board game purchase rises by 25% to 40% annually. Indonesia also has its share of the board game industry growth since Kompas Board Game Challenge held with the collaboration of Kompas and Manikmaya Games back in 2015. <br /> <br /> The industry keeps on growing and many competitors popped up, making Indonesian board game product in the market increase its number. Manikmaya Games, the first board game publisher in Indonesia, has been in the market since 2014. Now facing a problem where they are having trouble reaching their sales objective in 2018, even declining in number, Manikmaya Games realize they need to do something with their current situation. <br /> <br /> To further understand the issues, a series of analysis has been concluded. From external environment analysis, internal analysis, and consumer analysis, to the additional analysis of board game genre analysis and popular board game analysis, including the SWOT analysis. A root cause analysis has been drawn, which shown that the problem are: negative stigma the people have about the game; the consumer has almost no cost to switch to another product; many similar product in the market; the competitors has similar positioning with Manikmaya Games product; unclear STP and Marketing Mix strategy; no differentiation strategy to other competitors; the consumer did not care who publishes what board games; customer has skeptical perceptions about Indonesian board games; the information did not reach the intended target market; the customer preferences toward board games is skewed. <br /> <br /> The proposed solution to these problems are: a new STP and Marketing Mix strategy; including the distributor’s collaboration in the new promotional strategy; introduce the membership program to give additional benefit for loyal customer; create sub-brand to focuses the strategy for different targeted segment. <br />