Blockbuster Advertising Plan

Blockbuster Advertising Plan

BUS582 Advertising Management

Nawapon Taechapatraporn, Matt Hall, Peter Lafauci, Steven MacPherson

Executive Summary Placeholder tbd

Summary of marketing plan:

Summary of Marketing Objectives:

Summary of Advertising Strategy:

Budget Summary;

Need to firm up last section of marketing plan- product /price/distribution/communication as well

Situational Analysis

The industry that delivers entertainment content to consumers has converged over the past few decades. Cable, Satellite, and the internet have merged and the lines between each have blurred. Our selection for a product to analyze; Blockbuster had begun going through a transformation prior to being acquired by Dish in 2011. The old model had become obsolete due to technological advances. The new age of a multi-channel content delivery model had replaced the old brick and mortar movie store. People are now downloading movies to their home or mobile devices, order them by mail. A very small percentage of the population visit movie rental stores. The swift technological change and competition from Netflix, Amazon, and Redbox forced Blockbuster to file for Chapter 11 bankruptcy protection. It was then sold to satellite TV service provider DISH Network in April 2011. In September of this same year Dish announced the launch of Blockbuster @HomeTM. The primary industry of the parent company Dish faces intense competition with national and regional cable providers of which the primary are Verizon and Comcast.

Description of product/service

In 2013 all Blockbuster stores were closed. Under DISH's ownership, the former video rental company launched Blockbuster@Home, an exclusive service that gives DISH subscribers access to more than 100,000 DVD movies, TV shows, and games by mail with unlimited in-store exchanges, streaming access to more than 10,000 movies and TV shows to televisions, and online access to more than 25,000 movies and TV programs via computers. The former brick and mortar business known to many families as the place to go on Friday and Saturday night to rent a movie is now something of the distant past- replaced by new mediums for consumers to rent movies.

Stage of product life cycle

With the likes of Amazon and Netflix the video streaming product has matured rapidly. To think of the first video over the internet in the early 1990’s, we have seen tremendous advances in technology since. Streaming of content