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ANALYSIS

1. Centralized ThemePlay India, Think India Play, Welcome on board,
The fields of the gaming market are just ripe and waiting for a strategic board game revolution.
Settlers of Catan has a unique opportunity to usher in this change.
Why the field is ripea)
b)
c)
d)

India has the numbers like no place else.
Demographics
Purchasing Power
Strategy based fun and family game – a potent combination that Settlers
offers. It is presently almost non-existent in India.

What is the opportunity – Heralding a revolution of Strategic Board Games in India. Making them
a way of life for Young India.
Approach- Given the diversity of India, no one key to success. According to us,
Strategy

Multi centric + Intensive

A casual and gradual approach may also work; however it will fail to completely grasp the
tremendous opportunity that exists.
2. The Game
3. Marketing
4. End User
PRODUCT CUSTOMIZATION:
TOPIC
Game Instructions
- Language

RELEVANT INFERENCES
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Board games prevalent in Urban
India. And urban Indian
education right from primary
level is in English medium. Kids,
therefore are more comfortable
with English Language
English language cuts across
borders and lingual diversity;
and bridges various cultures.
All popular International games
in India have their rules
published in English except
Monopoly which is bilingual
On the other hand
there is a growing need for root
connect among the youth.

SUGGESTION
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For the initial launch, game
instructions should be in
English only.

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After the initial peak and
consolidation of sales,

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Ease of
Understanding

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Board Design
- Shape
- Colour
- Material
- Environment
- Graphics

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Tradition and culture are in
vogue these days.
There is a growing social trend
of extreme localization or
extreme globalization.

wider markets can be
targeted using local Indian
languages.

Board game is looked at as an
entertainment activity and
hence just understanding rules
should not take much time
(max. half an hour) or effort
Rules should be easily
understandable and engaging/
interesting to read
Game instructions are also read
by salespeople, who further
explain it in brief to the
customers.
People prefer being explained
the rules by someone else than
having to read it.

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For quick & wide
penetration of Settlers of
Catan into Indian homes,
innovative ideas to make
people understand rules
faster and conveniently are
required.
e.g. 1. youtube videos
2. Video in Cds provided
with each game (These
videos can be in different
Indian languages)
3. Comic strips
4. Animation videos
5. Newspaper format

There is a growing social trend
of extreme localization or
extreme globalization.
Board games in India are
generally played on the bed :
Easier to play on flat tables.
As they are not a way of life yet,
there aren’t dedicated spaces to
play board games.
Setting up the game is a little
cumbersome and takes time
Faster games are preferred as
they relieve stress in shorter
breaks.
Convenience of playing is an
important consideration as
board games are seen as a
relaxing activity.
The arrangement of the board
should suggest equidistant
resource cards from all players
Card games are culturally very
popular in India
Eco friendly materials are the
trend for board games these
days.

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Investing in changes here
may not yield immediate
returns.
However, subtle design
interventions can go a long
way in helping the game
connect with the Indians.

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Innovative design solutions
to keep the game board
sturdy will be helpful.
e.g. foldable mats;
Joining 6 sides of the
hexagon and making it
foldable;
sturdy and smaller board
like in the portable version.
At the same time, any
changes must keep in mind
that price has to be limited
to less than 1000 MRP at
the max.
Introducing the card
version would be a good

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Name of the Game

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Packaging
- Box shape
- Inner container
- Graphic cover

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Game Props
- Dice
- Resource Cards
- Robber piece
- Settlements,
roads & cities
- Graphics
- Resource & Dev
Cards

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Young kids are more interested
in electronic gaming these days.
37 % of the survey sample size
would spend upto Rs. 499 for a
board game. 26% would spend
upto Rs.999
There is a growing social trend
of extreme localization or
extreme globalization.
Indian youth can be highly
influenced by the West
Familiarity is important for 42%
of the buyers (according to
survey)
Brand consciousness is
increasing and people do not
mind shelling out extra money
for branded goods
Gifting accounts for 65-80 % of
the board game buying
Strategy games are more
popular among boys
The inner container is designed
well to fit the pieces perfectly
Board games have such similar
packaging that the only way of
differentiation at the point of
purchase is its name and colour.
Board games have a price
perception of upto Rs. 500 or
upto 1000 since they are mainly
used for gifting.
Brand consciousness is
increasing and people do not
mind shelling out extra money
for branded goods, especially in
gifting
Environment friendly materials
are a growing trend
A lot of times the robber pieces
and the numbers pieces get lost.
Substitutes of these pieces are
not available.
It is cumbersome to keep the
settlements, roads etc upright.
Settlers appeals to those who
like challenges.
Games based on violence are
becoming popular with a
segment of the youth

strategy as card games
have culturally penetrated
in the Indian users and
require no setting up time.

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Settlers of Catan is a brand
in the Western gaming
market. We must leverage
that and gradually
establish a similar brand
value here.
However, we can add
“India” in front of the
name- ‘Settler of Catan,
India’

Settlers of Catan should
have an innovative
packaging for the gifting
version : a hexagonal shape
(the board shape)
The cover of Settlers
should mention about it
being a best seller, Game
of the Year and its other
achievements

Alternate pieces must be
made easily available
The roads, settlements &
cities may be flat and not
3D. This may cut down on
the cost

MARKETING :

TOPIC
Price

Place

Promotion

RELEVANT INFERENCES
- Present Price range of board
games in India: Rs. 200 to Rs.
1500
- Price range for gifting: Rs. 400500
- The curve of pricing preferences
has 2 peaks: one upto Rs. 500
and the other below Rs. 1000
- 37 % of the survey sample size
would spend up to Rs. 499 for a
board game. 26% would spend
up to Rs.999
- Board games are popular for
gifting, and hence expensive
games do not sell too well for
this purpose. But for personal
use, parents don’t mind
spending more
- A range of cheaper alternatives
of popular board games like
Monopoly, Ludo are available.
- People don’t mind spending a
little more for games attached
to a brand
- In upper middle class & high
class, Board games are doing
better and picking up. This is
mainly because of “globe
totters” : global exposure that
Indians are getting thesedays.
- In popular shops that sell toys,
board games, sports and
electronic games, board games
only contribute to 5-7 % of the
revenue ONLY
- Porscher areas have exclusive
board game stores
- People who are competitive and
intellectual like Settlers for the
satisfaction it gives on winning.
Perpetual hope ensures
constant competition.
- A large no. of people buy board
games as gifts. So safe options
or familiar names are preferred.

SUGGESTION
3 versions of the game to
penetrate across
segments:
A.The base game priced
upto Rs. 999
B. A gift version (similar to
portable) upto Rs. 499
C.The card version upto Rs.
299 as a “travel” pack

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Airports, book stores like
Cross word, Landmark,
Oxford, etc. for the well
travelled and intellectual
customers

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Flipkart for targeting MBA
and engineering colleges,
campus book stores

Participatory Promotion:
- Special incentives to
salesmen for selling

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In porscher areas, people base
their buying decision on online
reviews
Salesmen are a crucial
touchpoint as they are the ones
showing the games to the
customers
Presently, there is lack of
knowledge about the diversity
of choices available.
Media and peers are the main
influence of kids today, not
parents
In popular shops that sell toys,
board games, sports and
electronic games, board games
only contribute to 5-7 % of the
revenue ONLY
Brands associated with games
are increasingly becoming
popular: Funskool & Mettel as
youth is very brand conscious
(even though cheaper
alternatives are available)
Games are mostly played with
friends, not family
Board games have not yet
become a way of life. They will
have to compete with e gaming
here
People who are competitive and
intellectual like Settlers for the
satisfaction it gives on winning.
Perpetual hope ensures
constant competition.
People just don’t understand
“the right occasion” to play
board games
A medium of networking
between business employees
Associating the game with
popular Indian cultural and
media trends will be a good
advertising strategy.
Cricket is the most popular sport
among Indian boys
92% of people, according to the
Word of Mouth Marketing
Association, make purchases
because of a word of mouth
recommendation.

Settlers of Catan: A
percentage
- Incentives for shop
owners. Eg. Volume
discounts. Buy 10, get 11th
for free.
- A handbook for Salesmen
to educate them about
Settlers of Catan as their
belief in the game can do
wonders to the sales.
- Tie up with a new movie or
competitive youth event
will help gaining initial
attention
- Some cafes close to
universities can be given
samples of the game to
help gain familiarity among
the youth.
- Also start a petition on
facebook about Settlers
coming to India
Advertising Strategy:
1. Promotion Ideas
Can be promoted as an
educative board game that
teaches you trading: eg. A
print ad showing kids (1315 year olds) dressed as
businessmen and playing
Settlers of Catan at
home/school with a
tagline: Who says you need
an MBA to be a
businessman?
2. Brand Image Keywords:
Strategic and quick
3. Brand Endorsers:
Popular Cricketers- for the
masses and Vishwanathan
Anand to attract
“intellectual” customers.
4. Placement of
advertisements :
Online: cricinfo, Flipkart,
Facebook
Offline: Bookstores, cafes,
game stores, gift stores,
movie halls, cool
restaurants.

Distribution

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Unorganized retail sector in the
Indian toys market (which
includes board games, building
blocks, dolls & soft toys, and
electronic toys) contributes to
50 %. Out of the Rs. 1000 crore
market, branded toys only
account for Rs. 500 crore.
No chain of stores like Toys R Us
or Games by James
However this may change in the
future though in smaller cities, it
is likely to stay the same.
According to user survey, online
purchase of board games is
negligible.
However, online sales of books,
travel tickets, movie tickets etc
are now increasing.
A range of cheaper alternatives
of popular board games like
Monopoly, Ludo are available.
Most popular brands of board
games: Funskool, Mettel,
Hasbro
Presently, there is lack of
knowledge about the diversity
of choices available.

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Penetrating the game
widely and relevantly in a
short span of time
corresponding with the
timing of the
advertisement campaign.

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Distribution channels to be
chosen wisely: Choosing
distributors who have
Funskool distribution
license as they have the
maximum turnover.

END USERS:

TOPIC
Existing Users

RELEVANT INFERENCES

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Board games are doing better
and picking up with “globe
totters”: global exposure that
Indians are getting thesedays.
More popular in higher income
group of people.
Games are mostly played with
friends, not family
Majority of the gaming market is
on gifting
Age groups for board gamers is
skewered towards less than 20.
Gender preferences vary with

SUGGESTION
Making it easier for the existing
customers to buy the game in
India.
Identified Existing user groups:
Globe Trotters
High Income Group People
Friends
Gifters
Age less than 20 years

class/ income group.
Potential Users
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People who are competitive and
intellectual like Settlers for the
satisfaction it gives on winning.
In other countries, the customer
base of Settlers of Catan has
never been limited to nerds, but
has spread its popularity to full
families, and other diverse
groups like entrepreneurs.
Cricket is the most popular sport
among Indian boys
Young children (upto 15 years)
want to go in for a new game,
not a safe option
Urban Youth can be influenced
by Western ideas
If the end user or the young
child makes up his mind, the
parents will end up buying it for
them- Individual choices are
very important.
Computer games are preferred
for convenience mostly

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Need to expand the end
user base by identifying
potential users and then
developing scenarios.

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Identified Potential Users:
MBA Students
Family
Sports Enthusiasts
Urban Youth
Techies

Proposals
1. End user:
After understanding and identifying existing user profiles of people playing similar segment
of board games in India, it is suggested that we must fulfil two purposes:
A. Making it easier for the existing users to buy the game
This can happen by making it easily accessible, i.e. the distribution of the game should
be relevant to these users.
Existing user groups include: Globe trotters, gifters, and high income group people
(mainly mothers buy for their kids or kids buy for themselves), age less than 20 years.
Also presently, these games are usually only played among friends (not family).
Hence, targeting places where this group of customers visit often and are in the mode of
buying games is important.
(Details of the distribution strategy have been given in the Marketing Proposal.)

B. To expand the already existing user base.
Through qualitative research, potential user groups have been identified as:
MBA Students, Sports Enthusiasts, Urban Youth, and Techies. This group is yet to explore
strategic, intelligent board games and as of now, are more into egaming. However, the
plan is to target these groups specifically to change the perception of board games in
their mind. This can happen through intervention in Packaging, relevant promotion and
distribution.

2. Marketing :
Launching Settlers of Catan in India requires adaptation of marketing strategy according to
the Indian market. Hence, the following suggestions have been made after careful research:
Pricing:
Three versions of the game can be introduced simultaneously or one after the other, to
penetrate to different segments of the market.
A. The base game priced up to Rs. 999
B. A gift version (similar to portable) up to Rs. 499
C. The card version up to Rs. 299 as a “travel” pack
This is mainly to target the 3 different purposes of buying the game: For self/ own family; for
gifting and lastly for impulsive buying.
Place:
1. Geographical: Geographically, it is suggested to start with the 8 metros (New Delhi,
Mumbai, Bangalore, Hyderabad, Kolkata, Chennai, Pune and Ahmedabad).
2. Places of higher education: Targeting specific colleges: IIMs, IITs, NITs, VIT, etc.
3. Online Presence:
4. Game Fairs
5. Other specific places keeping specific customer base in mind

Apart from these, we should
As mentioned in the End user section, for existing users, we should place the game at places
where they visit often and are in the mode of buying games: like Airports, game stores, and
gift stores
For expanding the user base, and attracting the potential users, we need to place the game
at MBA college stores, Engineering college stores, cafes, book stores like Crossword,
Landmark, Flipkart as board games till now have been seen as activities for younger age
groups (uptil 20 max.). But placing it at these places will help build our strategy of targeting
20+ age groups also.
Promotion:

Matching the needs & desires of Indian users with Settlers of Catan should be the idea
behind promotion for the game. After careful social trend analysis of India, following are the
suggested promotions for Settlers of Catan:
Advertising Strategy:
1. Brand Image: Promotion ideas
- Promotion as an educational board game that teaches trading- eg. A print ad
showing kids (13-15 year olds) dressed as businessmen and playing Settlers of
Catan at school /home (surroundings should be relatable to our target
customer). Tagline: And you thought you needed an MBA to be a businessman.
This would appeal to mothers, gifters and high school kids who like challenges.
- Another option is adults (20-15 year olds) dressed in formal suits playing Settlers
of Catan with the same tagline. The location could be a café where these
businessmen are taking a break. This would appeal to 20+ gamers. This will help
change pre conceived notions but would not yield immediate results.
- Family Time: People are looking for innovative, and novel ways to spend quality
time with family. Settlers of Catan can be the answer to this perennial question.
Eg. A typical Indian family (a wife who has worked at home the whole day, a
husband who has struggled through traffic and a hectic day at work- just back
home, 2 kids looking to have fun and spend time with their parents) playing
Settlers of Catan.
- Or A family breaking the coconut before opening their new Settlers of Catan.
- “Do you have the woods to build your destiny or the bricks to guide it?”
2. Brand Image Keywords:
- Promote it as a “Strategic” board game to build an intelligent image, and not
something that is a child’s play
- A “family” game
- This combination of “Strategic” + “Family” can be the USP of this game.
- A “quick” game- for people who do not want to spend 2-3 hours playing one
game, because of busy lifestyles. This can also appeal to families for whom
spending short spans of quality time with kids is becoming increasingly difficult.
- A “fun” game
3. Brand Endorsers:
- Popular Cricketers promoting the game will help reach out and convince the
masses as more than 80% of boys in India are religious cricket fans. Also,
advertising on sports websites like cricinfo would help gain brand recall value.
- Vishwanathan Anand (The Great Indian Chess Player) promoting the game: This
will help attract intellectual customers
4. Placement of advertisements:
- Place advertisements on cricinfo, Flipkart, Facebook online.
- Place advertisements at cafes, game stores, book stores, billboards, movie halls, “cool,
young” restaurants
Participatory Tools:

1. Organise Game Fair/Competitions in high schools, colleges and metropolitan cities
Help in engaging the students actively
- The strength of Settlers is the actual game and the playing experience. Such fairs
will help to directly market this.
- Word of mouth marketing
2. Special incentives to shop owners for selling Settlers of Catan. Eg. Volume discounts:
e.g. sell 10 and get the 11th for free.
Special incentives to Salespeople : A small percentage of revenue strictly linked to
sales
3. A handbook given to salesmen to educate them about the game as their belief in the
game can do wonders to the sales.
4. Some cafes close to universities can be given samples of the game to help gain
familiarity among the youth.
5. Association with latest Indian cultural trends, events and festivals
a. Tie up with a new movie or competitive youth event will help gaining initial
attention
b. Association with cricket- a sport that nobody can ignore in India.
6. Online:
a. Start a petition on facebook about Settlers coming to India.
b. Cricinfo Website

3. Product Customization
After analysing user preferences and expectations, the following suggestions are made
keeping in mind the pricing of the game:
1. Instructions of the game
- Language : For the initial launch, game instructions should be in English only. After
the initial peak and consolidation of sales, wider markets can be targeted using
diverse Indian languages.
- Medium of Instructions: For quick & wide penetration of Settlers of Catan into
Indian homes, innovative ideas to make people understand rules faster and
conveniently are required. e.g. 1. youtube videos, 2. Video in Cds provided with each
game (These videos can be in different Indian languages), 3. Animation Videos
4. Comic strips 5. Newpaper format (to maintain the “strategic” image)
2. Name of the Game:
Settlers of Catan is a brand in the Western gaming market. We must leverage that and
gradually establish a similar brand value here. However, we can add “India” in front of
the name to indicate customization for the Indian market and indicate it being a global
name: Settlers of Catan (India)
3. Board Design: This includes the shape, colour, material, and graphics.

Since changed in board design will require a huge cost, it may not yield immediate
returns. Hence, drastic changes like change in shape etc are not suggested. Only subtle
interventions, which can go a long way in helping the game connect with the Indians are
suggested:
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Innovative design solutions to keep the game board sturdy will be helpful as most
people play board games on the bed and the board of Settlers requires a flat
surface. e.g. foldable mat provided to keep under the board ;or the 6 sides of the
hexagon can be joined and foldable ;or the sturdy board like in the portable version.
At the same time, any changes must keep in mind that price has to be limited to less
than 1000 MRP at the max.
- The card version should be introduced as it requires no setting up time and card
game are culturally penetrated across all segments.
- Introducing the portable version as a “gifting” version would also help capture the
gifting segment, which is about 60-70% of the board game market

4. Game Props:
This includes dice, Resource Cards, Robber piece, Resource & Dev Cards, Settlements,
roads & cities
- Since the pieces (settlements, roads, cities, numbers, robber etc) are very easily lost,
alternate pieces must be made available in the game.
- The roads, settlements & cities may be flat and not 3D. This may cut down on the
cost
5. Packaging: This includes the box shape, inner box and the graphic cover.
Since packaging helps build the first impression of a product, the packaging of the game
is very important for its launch. It has to appeal to the “right” customers. Accordingly,
the following are the suggestions for the packaging:
- An innovative packaging eg. a hexagonal shape (the board shape), so that it
catches attention and appeals to the gifting market.
- The cover of Settlers should mention about it being a best seller and Game of
the Year for those who base their decision by exploring on their own because
brands & recognition are really important for the youth today.
- It should mention “Strategy” at the cover to appeal to those who wouldn’t like
their victory to be based on luck.