Harvard Case - Snakes & Lattes: Playing the Marketing Strategy Game
"Snakes & Lattes: Playing the Marketing Strategy Game" Harvard business case study is written by Eric Dolansky. It deals with the challenges in the field of Marketing. The case study is 17 page(s) long and it was first published on : Jan 1, 2019
At Fern Fort University, we recommend a multi-pronged marketing strategy for Snakes & Lattes that leverages its unique brand identity, fosters community engagement, and expands its reach through strategic partnerships and digital marketing initiatives. This strategy aims to solidify Snakes & Lattes' position as a leading destination for board game enthusiasts, drive sustainable growth, and capitalize on the burgeoning board game market.
2. Background
Snakes & Lattes is a successful board game caf' and retail store in Toronto, Canada, founded by Phil and Carolyn. The business model revolves around providing a welcoming space for board game enthusiasts to play, socialize, and purchase games. Snakes & Lattes has gained a loyal following and a strong brand reputation for its unique atmosphere, diverse game selection, and commitment to fostering a vibrant gaming community. However, the company faces challenges in expanding its reach beyond its local market and attracting new customers in a competitive landscape.
3. Analysis of the Case Study
Marketing Analysis:
- Strengths: Strong brand identity, loyal customer base, unique business model, community focus, extensive game library, knowledgeable staff.
- Weaknesses: Limited geographic reach, reliance on walk-in traffic, limited online presence, lack of formal marketing strategy, potential for customer churn.
- Opportunities: Growing board game market, expansion into new markets, online sales, partnerships with game publishers, social media marketing, event hosting.
- Threats: Competition from other board game cafes, online retailers, changing consumer preferences, economic downturns.
Target Market Segmentation:
- Core Segment: Passionate board game enthusiasts seeking a social and welcoming environment.
- Expansion Segment: Casual gamers, families, and individuals looking for a unique entertainment experience.
Brand Positioning:
- Value Proposition: A welcoming and inclusive community for board game enthusiasts, offering a diverse selection of games, knowledgeable staff, and unique events.
- Positioning Statement: Snakes & Lattes is the ultimate destination for board game lovers, providing a vibrant community, a curated selection of games, and a welcoming atmosphere for all.
Marketing Mix (4Ps):
- Product: Board game cafe experience, retail sales of board games, events and tournaments, online game library.
- Price: Competitive pricing for cafe services and game sales, membership discounts, special event pricing.
- Place: Physical location in Toronto, online presence, potential for franchising or expansion to other cities.
- Promotion: Social media marketing, email campaigns, partnerships with game publishers, local events, influencer marketing, content marketing.
4. Recommendations
1. Enhance Digital Marketing Presence:
- Website Optimization: Develop a user-friendly website with comprehensive information about Snakes & Lattes, its services, game library, events, and online store.
- Social Media Strategy: Utilize platforms like Instagram, Facebook, and Twitter to engage with customers, promote events, share game reviews, and build community.
- Content Marketing: Create engaging content like blog posts, videos, and podcasts featuring game reviews, strategy tips, and interviews with game designers.
- Search Engine Optimization (SEO): Optimize website and content for relevant keywords to improve online visibility and attract new customers.
2. Foster Community Engagement:
- Membership Program: Offer a loyalty program with exclusive benefits, discounts, and access to members-only events.
- Online Community Forum: Create a dedicated forum for customers to discuss games, share strategies, and connect with other enthusiasts.
- Regular Events: Host themed game nights, tournaments, and workshops to attract new customers and foster a sense of community.
- Partnerships with Game Publishers: Collaborate with game publishers to host launch events, demo games, and offer exclusive deals.
3. Expand Geographic Reach:
- Franchising Model: Develop a franchise model to expand Snakes & Lattes to other cities and countries.
- Online Sales: Offer online sales of board games through the website and partnerships with online retailers.
- Strategic Partnerships: Collaborate with local businesses, schools, and community organizations to promote Snakes & Lattes and reach new audiences.
4. Leverage Technology and Analytics:
- Customer Relationship Management (CRM): Implement a CRM system to track customer data, preferences, and purchase history to personalize marketing campaigns.
- Marketing Automation Tools: Utilize marketing automation tools to streamline email campaigns, social media scheduling, and other marketing tasks.
- Data-Driven Decision Making: Analyze website traffic, social media engagement, and customer feedback to inform marketing decisions and optimize campaigns.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Snakes & Lattes' strengths, weaknesses, opportunities, and threats. They align with the company's core competencies, mission to foster a vibrant gaming community, and the evolving needs of its target market. The recommendations also consider the competitive landscape, potential for growth, and the importance of leveraging technology and analytics to enhance efficiency and effectiveness.
6. Conclusion
By implementing these recommendations, Snakes & Lattes can solidify its position as a leading destination for board game enthusiasts, expand its geographic reach, and achieve sustainable growth. The company's unique brand identity, community focus, and commitment to innovation will continue to drive success in the evolving board game market.
7. Discussion
Alternative Options:
- Acquiring existing board game cafes: This could provide immediate expansion but requires significant capital investment and integration challenges.
- Focusing solely on online sales: This could limit the unique social experience offered by Snakes & Lattes and may face intense competition from established online retailers.
Risks and Key Assumptions:
- Competition: Increased competition from other board game cafes and online retailers could impact customer acquisition and retention.
- Economic Downturn: Economic downturns could impact consumer spending on leisure activities, potentially affecting Snakes & Lattes' revenue.
- Technology Adoption: The success of digital marketing initiatives depends on the adoption of technology and analytics by Snakes & Lattes and its customers.
8. Next Steps
- Develop a detailed marketing plan: Outline specific goals, objectives, strategies, tactics, and timelines for each recommendation.
- Allocate resources: Determine the budget and staffing requirements for implementing the marketing plan.
- Monitor progress: Track key performance indicators (KPIs) to measure the effectiveness of marketing initiatives and make adjustments as needed.
- Continuously evaluate and adapt: Stay informed about industry trends, customer preferences, and competitor activities to ensure the marketing strategy remains relevant and effective.
By taking these steps, Snakes & Lattes can successfully navigate the competitive board game market, expand its reach, and continue to provide a unique and engaging experience for its customers.
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Case Description
Aaron Slade, CEO of Snakes & Lattes (S&L), was tasked with overseeing the ambitious growth plan for the company. Snakes & Lattes was a chain of board game cafés in Toronto; customers could come and play board games, eat, drink, and have a good time. The firm had grown from one small location opened in 2010 to three locations in 2018, each larger than the last, and annual revenue had increased to $7 million. The company had announced plans to sell franchises in about 20 North American cities and open three more company-owned cafés. The immediate problem that Slade was wrestling with had to do with marketing strategy and communication. To date Snakes & Lattes had very controlled, centralized branding and communication, but each of the cafés was different due to its location, clientele, games, and history. With each venue having its own character there was room for more decentralized marketing, but only if it was not to the detriment of the brand. Two factors complicated this further: the company was involved in many non-café revenue-generating activities, and the planned rapid growth would exacerbate the existing problem of individual character of each café. Slade needed a strong marketing plan to complement the growth in locations.
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