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<blockquote data-quote="MThibault" data-source="post: 468295" data-attributes="member: 7971"><p><strong>Re: Re: Re: Price-Sensitive Gamers</strong></p><p></p><p></p><p></p><p>I believe Bastion Press is distributed to the book trade as well as the game and hobby trade and I'm certain that I've seen Green Ronin and Kenzer and Co. products in Chapters, here in Canada.</p><p></p><p></p><p></p><p>Also,</p><p></p><p>Ryan doesn't mention (although I'm sure he is well aware) of the strategy of differentiating your product by creating a premium version that no one really wants. I wish I could remember the name of this strategy, but my HBR collection is at the office.</p><p></p><p>Basically, if your solid mid-priced vacuum cleaner isn't selling then introduce a premium vacuum cleaner to the market and put it on display next to the cheaper one. Sales for the mid-priced product will increase immediately and significantly.</p><p></p><p>I think that WizKids is using this strategy with their Marvel Heroclix Premier Edition. It is $10 more than a starter pack, and you get a proportionally sized product for the price, but I'm sure that it mostly acts as a billboard on the shelves for the cheaper Starter and Booster packs. It is something that people look at, maybe consider, then feel good about making a sensible choice when they buy the cheaper product.</p><p></p><p>A $100 RPG product might fit that bill too. Sorry, $60US. I can't get used to Farenheit or US$... So a $60 or $80 product hits the shelves, it is the Scarred Lands Omnibus. It has 3 hardcover books, the gazetteer and an adventure (or one of the city supplements) all in a nicely embossed box for the bookshelf. If you make sure that it is on the store shelf near the individual products you may or may not make a ton of money off the omnibus, but your sales of the individual hardcovers and softcovers is probably going to jump significantly. And if you price the omnibus right, it might just make a few bucks off the relatively low number of units sold.</p><p></p><p>I would love to see something like this. Just don't call it a 5th anniversary set, that sounds like a money grab.</p><p></p><p>Cheers</p></blockquote><p></p>
[QUOTE="MThibault, post: 468295, member: 7971"] [b]Re: Re: Re: Price-Sensitive Gamers[/b] I believe Bastion Press is distributed to the book trade as well as the game and hobby trade and I'm certain that I've seen Green Ronin and Kenzer and Co. products in Chapters, here in Canada. Also, Ryan doesn't mention (although I'm sure he is well aware) of the strategy of differentiating your product by creating a premium version that no one really wants. I wish I could remember the name of this strategy, but my HBR collection is at the office. Basically, if your solid mid-priced vacuum cleaner isn't selling then introduce a premium vacuum cleaner to the market and put it on display next to the cheaper one. Sales for the mid-priced product will increase immediately and significantly. I think that WizKids is using this strategy with their Marvel Heroclix Premier Edition. It is $10 more than a starter pack, and you get a proportionally sized product for the price, but I'm sure that it mostly acts as a billboard on the shelves for the cheaper Starter and Booster packs. It is something that people look at, maybe consider, then feel good about making a sensible choice when they buy the cheaper product. A $100 RPG product might fit that bill too. Sorry, $60US. I can't get used to Farenheit or US$... So a $60 or $80 product hits the shelves, it is the Scarred Lands Omnibus. It has 3 hardcover books, the gazetteer and an adventure (or one of the city supplements) all in a nicely embossed box for the bookshelf. If you make sure that it is on the store shelf near the individual products you may or may not make a ton of money off the omnibus, but your sales of the individual hardcovers and softcovers is probably going to jump significantly. And if you price the omnibus right, it might just make a few bucks off the relatively low number of units sold. I would love to see something like this. Just don't call it a 5th anniversary set, that sounds like a money grab. Cheers [/QUOTE]
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