Let’s do a case interview together!
You’ve been hired as a Marketing Manager for Disney Lorcana, a trading card game (TCG) developed by Ravensburger in partnership with Disney. The game has been on the market for over a year and has built a solid fanbase of Disney enthusiasts and TCG players. However, Ravensburger’s leadership has noticed that while initial sales were strong, growth has plateaued, and the game is struggling to attract new players beyond its core audience. Your task is to develop a global marketing strategy to boost player acquisition and engagement over the next six months.
Scenario Details:
- Disney Lorcana’s current audience consists of 60% Disney fans (many new to TCGs) and 40% experienced TCG players.
- Competitors like Magic: The Gathering and Pokémon TCG continue to dominate the market with robust organized play programs and frequent set releases.
- Ravensburger has budgeted $500,000 for this six-month campaign and expects a measurable increase in sales of starter decks, booster boxes, and Lorcana Companion mobile app downloads.
- The next Disney Lorcana set, themed around Toy Story, is scheduled to launch in four months, giving you an opportunity to tie it into your strategy.
- Current marketing channels include the official website, social media (Instagram, X, and YouTube), and in-store promotions at hobby shops and big box retailers.
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Hey Siri, teach me how to be a marketing manager.