Redbox Current Situation
Current Situation
Redbox is leading the way in the premier industry of DVD rental kiosks. With Coinstar as its established parent company, Redbox is currently surpassing its competitors with its number of self-service kiosks. Redbox’s growing popularity is facilitated by its physical distribution, which places the kiosk in high traffic locations such as Wal-Mart, Kroger, McDonalds and Walgreens. Due to Redbox’s standing as the progressive option for DVD rental, its decision to target the 18-24 year old in household’s demographics. This demographic embodies the idea of innovation, experimentation, and dependency on technology, all of which are imperative to transform an introductory product into a nationwide brand. The following report provides secondary and primary research in order to construct an accurate glimpse of Redbox and its emergent status within the 18-24 year old target market of the DVD rental industry. This report includes the description and results of eighty self-administered surveys completed by samples of the target market. Based on an analysis of these results, the report concludes with recommendations designed to assist Redbox in more effectively reaching its 18-24 year old target market. This targeted market share common interest such as hobbies, taste in movies, and games they play. 63% of the family oriented People that range from 33-44 have at least one child, 51% have a house hold of at least four people. The primary market is Low income –Middle Class, $30-60k whether in the City or Suburbs. Redbox targets people with the same motivations and aspirations living a comfortable life with lots of family security. That cares about financial security, safety, social etiquette, time, and trust. Their lifestyle is slightly conservative and old-fashioned. When it comes to education levels 43 percent of Redbox target market goes to people with a college degree. 44 percent goes to people without one and 12 percent goes to student in graduate programs.
Redbox is leading the way in the premier industry of DVD rental kiosks. With Coinstar as its established parent company, Redbox is currently surpassing its competitors with its number of self-service kiosks. Redbox’s growing popularity is facilitated by its physical distribution, which places the kiosk in high traffic locations such as Wal-Mart, Kroger, McDonalds and Walgreens. Due to Redbox’s standing as the progressive option for DVD rental, its decision to target the 18-24 year old in household’s demographics. This demographic embodies the idea of innovation, experimentation, and dependency on technology, all of which are imperative to transform an introductory product into a nationwide brand. The following report provides secondary and primary research in order to construct an accurate glimpse of Redbox and its emergent status within the 18-24 year old target market of the DVD rental industry. This report includes the description and results of eighty self-administered surveys completed by samples of the target market. Based on an analysis of these results, the report concludes with recommendations designed to assist Redbox in more effectively reaching its 18-24 year old target market. This targeted market share common interest such as hobbies, taste in movies, and games they play. 63% of the family oriented People that range from 33-44 have at least one child, 51% have a house hold of at least four people. The primary market is Low income –Middle Class, $30-60k whether in the City or Suburbs. Redbox targets people with the same motivations and aspirations living a comfortable life with lots of family security. That cares about financial security, safety, social etiquette, time, and trust. Their lifestyle is slightly conservative and old-fashioned. When it comes to education levels 43 percent of Redbox target market goes to people with a college degree. 44 percent goes to people without one and 12 percent goes to student in graduate programs.