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GameInco
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GameIncorp

GameIncorp is a sportswear and equipment retail chain in India. It was established in 2007 with its first out
GameIncorp took the market by storm in 2007. It rapidly expanded across the country, opening 20 outlets
first decline in sales. Furthermore, 2015 too appears to be bleak as per the forecast. The company has pro
GameIncorp had conducted an in-store survey. The objective was to understand the buying behavior of its
GameIncorp has scheduled a meeting the following Monday with your team at their headquarters in New D
Perform a detailed analysis with the data provided by the company.

Campus MaverickRound 1

Industry data:

Competitor data
Revenue spilt by region of top players in % (2015)

Sport equipment industry growth rate (%CAGR) and Profit Margin (PM) in % (2015)
Sport

North

South

East

West

Comp 1

21

26

21

32

31

Comp 2

12

27

23

38

21

Comp 3

36

17

32

21

Comp 4

21

23

13

GameIncorp

42

27

12

Projected Growth

PM West

PM East

PM South

PM North

Cricket

12

19

22

20

Football

21

24

13

19

27

Merchandize

14

26

25

22

Golf

23

34

22

24

Others
12
18
18
Sport equipment industry sales by quarter in % (2015)

17

Sport

Q1

Q2

Q3

Q4

Cricket

20

20

32

28

Football

22

28

20

30

Merchandize

18

23

24

35

Golf

23

19

26

Others

22

25

27

17

21

15

20

43

23

10

19

12

23

Sales break-up by sport of top players in %

Comp 1

Comp 2

Comp 3

Comp 4

GameIncorp

Cricket

40

27

38

45

53

32

Football

25

20

18

15

11

26

Merchandize

10

13

17

12

Golf

20

22

13

15

13

18

14

13

15

Others

Regional data:
Sport market popularity by region-2015 by %
Sport

Overall CAGR Market

share
in%
8
22

Company data:

North

South

East

West

Cricket

35

25

30

32

Football

30

40

35

20

Merchandize

20

10

15

13

Golf

10

16

17

19

Others

16

Below is a snapshot of the customer demographics of GameIncorp.

GameIncorp customer (brick and mortar store) demographics
Gender

Age

Male

Income (INR per

Location
month)
Female 18-29 29-39 39-49 >20K >30K >40K Urban
Rural

Grad

Post-Grad

60%

40%

40%

60%

60%

30%

10%

15%

80%

5%

90%

10%

Education

Communication channel data:

Sport market popularity by region-2015 by %
Sport

Cost of communication channel, audience and increased cost

North

South

East

West

Cricket

23

22

15

40W

Football

28

25

10

37

Golf

20

30

14

36

Communicati
on channel
Print
Social Media
TV
Sponsorship

2
Round 1

Cost/Add in 2015

Projected
increase in cost
% per annum

Audience reach

20000

18

1000000

Forecasted
audience
increase in % per
annum
17

8000

40

100000

38

36000

16

1500000

22

4000

12

10000

27

Campus Maverick
3

Social media data:

Who uses social media and how it influences them?

Detailed analysis of common social media activities carried out by

frequent purchasers in the north region. The research firm also
analyzed the strategies adopted by GameIncorps key competitors from
this region.

Demographics:
Social
Media
Channels
Social Media 1

Male

29-39 39-49

Income (INR per

month)
>20K >30K >40K

Urban

Rural

50%

50%

80%

18%

2%

10%

80%

10%

70%

30%

Customer reach across channels

Social Media 2

60%

40%

30%

30%

10%

20%

60%

20%

40%

60%

Customers across various social media channels:

Social Media 3

60%

40%

20%

20%

60%

30%

40%

30%

80%

20%

Social Media 4

80%

20%

10%

10%

80%

10%

10%

80%

90%

10%

The summary of their key findings:

Social Media channels

Customers (Million)

Social Media 1

2174

Social Media 2

590

Social Media 3

208

Social Media 4

200

Gender

Age

Female 18-29

Location

Competitor analysis:
Social MediaEngagement

Average response time (in hours)

10,000

30

25%

24.4

22%

25
20.2

20%

8,000
17%

1 in every 10 visitors makes a sale.

Additional
information

20

Average life time value per

customer is 200 INR.

15%

6,000
15

8,200

11.1
8%

4,000
10

4,600

4%

6.1

5.5

Social media costs

3%

3%
2%

2,000

Costs for each social media channel (Account fees, labor costs, and
sundry costs, etc.):

2.4

5
0.9

0.6

700

Fees (INR)

Labor hours

400

300

Social Media 2

130

400

Social Media 3

50

Social Media 4

200

150

2,500

Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 Competitor 7 Competitor 8

Total Engagement
Competitor 1

Competitor 2

Competitor 3

Competitor 4

90

Competitor 5

Competitor 6

Replies

Competitor 7

Engagement as % of Followers

Competitor 8

Referrals

Reviews

Comments

Other

80

10

70

Labor costs are 20 INR per

hour.

600

1,900

Social Media
channels
Social Media 1

5%

800

Additional
information

10%

7%

60

50

30

40

30
20

4
12
2
3

10
2
9
2

10
2

10

18

14

Competitor 1

Competitor 2
8

15

20

15

0
11

Competitor 3

Competitor 4

Competitor 5

Competitor
6

Competitor 7

Competitor 8

0%

4
Round 1

Campus Maverick
5

Case questions:
1. GameIncorp is predominantly inclined toward the retailing of cricket, football, and golf
products. Arrive at the most profitable region for each of these products in 2017.
2. Forecast the profitability of cricket, football, and golf products in Q3 of 2018.
3. If GameIncorp wants to increase its customer reach in the east, suggest the most costeffective communication channel that the company can leverage in 2018.
4. Perform a comparative analysis of GameIncorp as against Competitor 1 and Competitor 2 in
all product categories across regions.
GameIncorp can no longer ride the affordability wave if it wants to stay competitive in the
north. The company appears to be the market leader in the region. However in order to
sustain this market position the company has to look toward moving from brick to clicks and
furthermore integrate social media to engage better with the target market. In this context
and with the data around social media:
5. Analyze potential social media adoption channels for GameIncorp:
a) If GameIncorp targets to reach age groups 18-39 through social media, which would be the
most viable channel?
b) Determine the most profitable medium of communication and awareness for GameIncorp.
c) Based on data provided, determine the competitor with the most robust social media
practice.
d) What would be the associated risks if GameIncorp were to adopt of e-commerce and
social media into their business model?

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