Redbox Essay example

3333 Words Apr 9th, 2013 14 Pages
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Essay Sample: Page 2
By trying to do so, they believe that it allows the consumer a chance to buy the movie before it becomes available for rent. And the studios receive a higher cut off of sales verses rentals.



6. Sociocultural forces. Today’s fast-paced society allows for less leisure time. Consumers are looking for convenience and easy to use products. Redbox offers a convenient service that allows renters to be able to rent-and-return anywhere at any kiosk. Customers can also reserve a movie online or via mobile apps and pick up at the nearest Redbox location (4).



B. Target Market(s)



Redbox has three main target market segments, the casual viewer, the family viewer, and the non-web savvy person. For first target market segment, Redbox markets towards the casual viewer. They have a policy of no monthly contract fees unlike their competitor, Netflix, who enforces a monthly fee. The casual viewer doesn’t rent enough movies or games to justify the fee. The casual viewer appreciates the ease and convenience of the locations of the Redbox. While Blockbuster also targets the casual viewer, Redbox is more appealing due to the inexpensive cost to rent a movie.

The second target segment is the family viewer. Redbox positions itself in convenient locations for the ease of renting for the busy mom or dad. They can stop off at the grocery store or gas station on the way home from work and also pick up entertainment for
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