R&R CASE STUDY

Team Members
Abhinav Mathew (F10061)
Anthony Vishal Francis (F10064)
Githin J Mathew (F10013)
Rohith Girish (F10105)
Key Points
Trivial Pursuit introduced in Canada in
1980, strongest sales in 1983
In the US introduced in Sept, 1983
Retailers dictated terms most of the times
success depended on less than a dozen
retailers
Industry was seasonal four weeks prior to
Christmas
Trivial Pursuit
Developed in Canada (1980)
Introduced in the US in Sept, 1983
Wholesale - $19
Retail - $29.95 to $39.95

Primarily marketed through WOM

Assumption that success of Trivial Pursuit in

Canada would spill over to the US
TV Guide Trivia Game
Licensed by TV Guide (18mn copies weekly)
Retailed at $14.95
Available at 10,000 retail outlets from
Bloomingdales and Macys to Toys R Us,
Sears, Penney, etc.
Scheduled launch for late spring, 1984
Our Analysis
Trivial Pursuit as a product class
Isin the decline stage (Dec 1984)
Most major manufacturers had their own version

Had a PLC of only a year

Heavy discounting by retailers

There is no repeat buy

Game was too tough for people to play
Only Selchow could survive in 1985
The way forward
Develop WHOOZIT?
First-mover advantage
Easier to play

Offer a version which can be played on the

Trivial Pursuit board
Learn from the mistakes of TV Guide Trivia
Game
Possible tie-up with Bettman Archives
THANK YOU!!