Product details

When Microsoft veterans Richard Tait and Whit Alexander quit Microsoft for a venture, board games seemed a likely opportunity. The board game industry was flooded with offerings but hits like Monopoly and Scrabble were few. Cranium filled the gap for a fully-fledged gaming experience, based on research of all the available games in the market. Its distribution strategy stood as a hallmark of its success. StarBucks coffee stores served as specialty outlets for Cranium and then, by word of mouth from satisfied users, Cranium had managed to remain at the top slot without investing much on advertising. Later, Cranium moved from specialty retailing to mass merchandising in stores like Wal-Mart and Target and was maintaining equilibrium between the two distribution channels. The case portrays the distinct marketing strategies followed by Cranium. It details how, in the wake of growing competition from big retailers like Wal-Mart, other industry leaders like Mattel and Hasbro were embracing specialty stores for survival. The case helps discuss the distribution and product development strategies of Cranium that had helped it survive the ''Wal-Mart threat'' in the industry.