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Bob Reiss Essays and Term Papers

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Submitted By geasszby
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Q.1. What factors created the opportunity for Bob Reiss and the TV Guide Game?

1. Demand for “Trivia” products were on the upswing, and had yet to reach the U.S.

2. Success of Trivial Pursuit in Canada was crucial

3. Reiss’s experience in the logistics and lead time concerns of manufacturing in the toy industry

4. Reiss’s personal connections:

• Kaplan (Equity)

• Helen Factoring (Billing & Accounts Receivables)

• Swiss Colony (production and shipping)

• Suppliers for books, boards and boxes

Q.2. What risks and obstacles had to be overcome to pursue the opportunity successfully?

1. Advertising (Did not possess the Advertising budget of larger companies, i.e. Parker Bros.)

2. Public’s interest in Trivia Games declining (Over saturation can/will occur rapidly)

3. Manufacturing with little lead time

4. Cash Flow

5. Sales

6. Competition (mainly Trivial Pursuit)

How did Bob Reiss accomplish this?

1. Advertising Strategy

2. Offering incentive(5% ad allowance) to dept. stores for placing ad in print

3. Free media publicity

4. Ensured product would be available for sale before “fad” of Toy/Game had occurred

5. Utilized personal experience and intelligence to create an efficient product design (booklet, instead of cards)

6. Business Partner Kaplan

7. Sales Strategy

8. Price Point was set significantly lower than Trivial Pursuit

9. Targeted major Dept. Stores and mass merchandisers, yet distinguished them (different sales reps for each)

10. Competitive Strategy

11. Different concept (dealing with TV trivia, rather than general trivia of Trivial Pursuit)

12. Lower Price Point

13. Unique relationship with TV Guide, which provided significant credibility

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