Vatsank Gaming

Summer Internship Report
_______________________________________________________
Research on Consumer Buying Pattern of Interactive games
And
Research for Retailers mapping in Mumbai and Pune.
__________________________________________________________________________________

At Excel Interactive, Mumbai

Industry Guide: Mr. Narendra Kumar

Submitted by:-

Name: Vatsank Bakshi

Roll No: M8083

Batch: 2008-2010

Date: 15-June-09

International School of Business & Media, Pune

Page | 1

Vatsank Bakshi Summer Project at Excel Interactive

ACKNOWLEDGEMENT
This is to express my sincere gratitude to all those people who have helped
me at various stages of the project and played a significant role in its
successful completion.

I would like thank Mr. Narendra Kumar project guide, for his constant support
and guidance during the course of the project. I would like to thank Mr. Lalit &
Mr. Ajay for their guidance.

I would also like to express my heartfelt gratitude to all the retailers in
Mumbai and Pune, valuable time out for answering my queries. I would also
like to thank the gamers for their precious time and sharing their ideas and
views with me.

I would also like to express my sincere thanks to my faculty guide
Prof.Kumkum for her guidance and encouragement.

I would like to express my gratefulness to all the architects and interior
designer for taking their valuable time out for answering my queries.

I would also take this opportunity to thank all the people of Excel Home
Videos, Mumbai for making my experience at Excel an enjoyable one.

Lastly, I would like to express my regards to the city of Mumbai for cheerfully
accommodating me and extending a ‘warm’ welcome and especially to Local
Trains and BEST buses for giving me peaceful journey experiences.

Page | 2


EXECUTIVE SUMMARY
I was Placed in Excel Interactive as summer trainee after completing my first
year for which I would give regards to my college Placement Cell

I was greatly enthusiastic when Mr. Narendra Kumar gave me responsibility to
make the project report on Consumer Buying Pattern of Interactive games
and Retailers mapping in Mumbai & Pune.

I took this assignment as a Challenge and did it with best of my abilities. It was
a great learning curve for me and I enjoyed each and every phase of research.
I enjoyed travelling in Mumbai & Pune from one location to another to carry
out the research.

While Interacting with the gamers and retailers of various locations, I got the
cream of Knowledge and studied the Consumer behaviour pattern changes
from location to location

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INDEX
TOPICS Page
1 ACKNOWLEDGEMENT 2

2 EXECUTIVE SUMMARY 3

3 COMPANY BACKGROUND 6

4 PROJECT DETAILS 9

5 OBJECTIVE OF PROJECT 9

6 SCOPE OF THE PROJECT 9

7 FRAMEWORK 10

8 CREATION OF DATABASE 11 & 12

(MUMBAI & PUNE)
9 SAMPLING METHOD 13

PROJECT ‘A’
(MUMBAI & PUNE)
10 DATA ANALYSIS AND 14
INTERPRETATION
11 FINDINGS 24

12 QUESTIONNAIRE 26

PROJECT ‘B’
(MUMBAI & PUNE)
13 OBJECTIVE & SCOPE 28

14 SAMPLE SIZE 28

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15 DATA ANALYSIS AND 29
INTERPRETATION
16 OTHER DISTRIBUTORS IN MARKET 34

17 QUESTIONNAIRE PROJECT ‘B’ 35

18 SWOT ANALYSIS FROM 37
RETAILERS’/Ids’ POINT OF VIEW
19 PROMOTIONAL PLAN 38

20 ANNEXURE 39

21 BIBLIOGRAPHY 49

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COMPANY BACKGROUND
Excel is the largest Home Entertainment Company in India with a market share of over
40% in the market.

Excel
Distribution

Home Videos Toys Interactive

Twentieth Disney Soft Disney-Baby Disney
Buena Vista Electronic Arts
Century Fox Toys Einstein Interactive

HIT Hearst
WOWwee Britannica
Entertainment Entertainment

Merchant Ivory
Shringar Films
Productions

Disney

Excel Has three distribution channels

A. Excel Home Videos
B. Excel Toys
C. Excel Interactive

(A) Excel Home Videos
Excel home videos is the distribution house for the productions
houses like Twentieth Century Fox, Buena Vista International, HIT
Entertainment, Britannica, Hearst Entertainment, Merchant Ivory
Productions, Disney and Shringar Films in India.

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Excel Toys
Excel Toys have three big brand to distribute in india
brands

B.1 Disney Soft Toys (Disney Excel)

B.2 WoWwee

B.3 Disney Baby Einstein

B.1 Disney Soft Toys

Various cartoon characters like Mickey mouse, Tigger, Goofy, Minnie Mouse,
arious Mickey
Donald Duck, Winnie & Pooh and other characters are distributed. Disney
aracters Disney-
Excel soft toys covers majority share of soft toys sale in market. Disney soft
toys are top quality and most demanded soft toy
toys.

(Phoenix Mall, Lower Parel, Mum
ll, Mumbai.

The cost of the Disney Excel soft toys starts from 99/ onwards.
99/-

B.2 WoWwee
WoWwee are Battery operated and remote controlled innovative hi
wee hi-tech
consumer robotic and entertainment products like Robots.

Products:-

• Robotics (Robosapien , Tri-Bot)
Robosapien
• Flytech (Fairyfly , Bladestar, Dragonfly)
Fairyfly
• Alive (Lion Cub White Tiger Cub)
Lion Cub,

Page | 7

Vatsank Bakshi Summer Project at Excel I
cel Interactive

B.3 Disney Baby Einstein

Baby Einstein offers a wide range of developmentally appropriate products for
babies and toddlers. Einstein products are specifically designed to engage
babies and provide parents with tools to help expose their little ones to the
world around them in playful and engaging ways — inspiring a baby's natural
curiosity.

Products:-

• CD’s
• DVD’s (World Music DVD, Baby's First Sounds, Baby's First Moves)
• Books (My first book of shapes, My first book of colours)
• Toys (Duck, Frog , Cow)
• Activity (Musical Casio)
• Feeding (Daily use accessories like cup, bowls, spoons)

(B) Excel Interactive
Excel Interactive is the branch which distributes Electronic Arts (EA) games
in PC version in India. It also distributes Disney Intyeractive games in all
formats including PC and other gaming consoles. Disney Interactive and EA
games are some of the most major sold games in the market. Britannica is
the encyclopaedia which is in continuous demand is also distributed by
Excel.

The Major players in the interactive section in market are distributed by Excel
Interactive.
Page | 8


PROJECT DETAILS
Excel Interactive
Excel operates its distribution through the traditional channel i.e. Retail sale.
The company operates through a strong retailer network of approx 250-300
dealers in Mumbai and Pune .

Project A – To find out the consumer Buying Behaviour of Interactive games.
(Research in Mumbai & Pune)

Project B – Research for Interactive gaming Retailer’s Mapping. (Research in
Mumbai & Pune)

OBJECTIVE & DETAILED DISCRIPTION OF THE PROJECTS
Project ‘A’
PROJECT TITLE
Research to understand Consumer Buying pattern of Interactive game.

OBJECTIVE

Objective of the project is
• To study the consumer buying pattern and expectations from an
Interactive game.

SCOPE OF THE PROJECT

Scope of the project is mentioned below:-
• Understand the gaming Industry and Various Interactive Products.
• Interaction with Gamers of various age groups, Occupation, Class &
Area in order to understand the buying pattern.
• Interaction with gamers in the city of Mumbai & Pune.

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FRAMEWORK OF THE PROJECT

FRAMEWORK OF THE PROJECT:
Based on the above objectives the project was divided into three broad
phases.

PHASE I:
The first phase would be devoted to understand the gaming scenario by
studying the gaming market at retailers, gaming cafe and interacting with
gamers and understanding their expectations from the game and also
studying the reason behind the success and failure of the game in Indian
market.
Like Sims, A popular game series by EA games which gained very good
response outside India but failed to gain appropriate response in Indian
market. What exactly Indian consumer wants is the motto to study in this
phase.

PHASE II:
The objective of the phase II would be to track the possible locations in
Mumbai and Pune where targeted gamers can be tracked. The Targeted
gamers are the one who actually purchases a legal game copy from the store
and also to interact with the gamers at gaming cafe’s.

PHASE III:
The last phase would be an implementation phase where actual questionnaire
will be filled by gamer and understand the buying pattern individually.

The time span of this project would be approximately two to three
weeks depending on the availability of the time.

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Areas Of Research in Mumbai

Page | 11


Detailed Locations Selected
PLANET-M LIFESTYLE CROMA
Planet M Andheri Life Style Oberoi Mall Croma Phoenix mall
Planet-M Inorbit Mall Lifestyle, Phoenix Mall Croma Juhu
Planet-M Santacruz Life Style Inorbit Mall Croma Bandra
Planet-M Phoenix Mall Life Style Oberoi Mall Croma Malad
Planet M Powai Lifestyle Ghatkoper Croma Bhayander
Planet-M Borivali Lifestyle Lower Parel Croma Dahisar
Planet-M Vashi Ruffkids Croma Vashi
Planet-M VT Ruffkids Bandra Misc
Planet-M R MALL Ruffkids Parla Reliance Digital Vashi
Planet-M Thane Ruff Kids Inorbit Mall Jumbo Vashi
Planet-M Malad Ruffkids Bandra EZone Vashi
Planet-M Dadar TT Ruffkids Parla Sayonara, Atria Mall
CROSSWORD Ruffkids Vashi Odyssey Vashi
Crossword goregoan Future Group landmark Infenity,
Crossword Oberoi Mall Big Bazar Phoenix Mall H.J Rythm, Parla
Crossword Inorbit Mall Pantaloons Phoenix Mall Hypercity Vashi
Crossword Andheri Big Bazaar Rmall Hyper shoprite
Crossword Juhu Landmark, Andheri W
Crossword Turner road Origin Inorbit Mall
Crossword Linking Road Origin Phoenix mall
Crossword Sion Satyam Collection
Crossword Powai Landmark Hyerpbook
Crossword Vashi Prabhat Dadar
Crossword KC Oxford

PUNE
X-Cite Aundh CROMA AUNDH
CROSSWORD AUNDH PLANET- M AUNDH
CROSSWORD E-SQUARE CROMA, YERWADA
STAPELS, E SQUARE BIG BAZZAR, VIMAN NAGAR
STAPELS, BANER LIFESTYLE KALYANI NAGAR
CROSSWORD, ISHANYA MALL saregama ,CAMP
CROSSWORD SHORAB HALL LANDMARK, Camp
PLANET-M BUND GARDEN PLANET-M PASHAN
PUNE CENTRAL BIG BAZAAR, CHINCHWAD
CROSSWORD CHINCHWAD

Page | 12


SAMPLING METHOD

SAMPLING UNIT
Sampling unit was the the gamer of various age group, occupation and socio-
economic class.

SAMPLING METHOD
The sampling method used for the survey was convenient and judgment
sampling. It was not possible to meet all the gamers in Mumbai & pune in
given span of time of the project. Also it is very difficult to track and reach all
the the gamer standing outside the retailers and many segmented gamers
failed to interact due to lack of time and other casual problems,

SAMPLE SIZE
MUMBAI
In all approx. 400 gamers were approached for the survey out of which only
312 agreed to share their ideas and interact with me. 312 filled questionnaires
manually and 60 questionnaires were filled online but out of these 60 online
filled questionnaires only 41 were selected in order to reach the right target.
Online questionnaire were made on site named www.surveymonkey.com
PUNE
In all 110 gamers filled questionnaire. Mostly consisted youth students.
And 10 questionnaires were filled online.

DATA COLLECTION
The questionnaires were mainly filled by Students (SSC, HSC, Graduates), Call-
centre employees etc. Mainly of age group between 10-26. In Pune maximum
respondent were students, IT professionals and BPO employees. Between age
group 19-29.

Location Sample Size

MUMBAI 342
PUNE 120

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DATA ANALYSIS
Q1. On which Platform you play games?

PSP 37.5%
22.2%
Nintendo 1.6%
DS 1%

Wii 5%
4%

XBOX 10%
11.4%

PS3 17.5
24.2%

PS2 28.%
40%
32.5%
MOBILE 21%
22.5%
RPG/LAN 16%
98.3%
PC 91%

0 50 100 150 200 250 300 350

PUNE MUMBAI

Gamers Selected following platform:-
MUMBAI PUNE
Platform Total Platform Total
PC 313 PC 118
RPG/LAN 91 RPG/LAN 27
MOBILE 72 MOBILE 39
PS2 136 PS2 34
PS3 86 PS3 21
XBOX 39 XBOX 11
Wii 12 Wii 6
Nintendo DS 9 Nintendo 2
DS
PSP 76 PSP 45
PC is the traditional platform for gaming. It is clear that most of the gamer play on PC
even though they play on gaming console. The reason behind this is that computer is
omnipresent these days and every youth can use it very easily
Maximum Variety of the games are available on PC.
Page | 14


Q2. Which game you can recall recently played by you?

Gamers replied this questions by numerous games available in the market but
the frequently played games were:-

GRAND THEFT AUTO BATTLEFIELD
NEED FOR SPEED ZUMA DELUXE
COUNTER STRIKE TYCOON SERIES
BURNOUT PARADISE PROJECT IGI 2
FIFA MEDAL OF HONOR
CRICKET HITMAN
CALL OF DUTY RYGNAROCK
CRYSIS MOTO GP
WORLD AT WAR TAXI DRIVER
AGE OF EMPIRES BOLT
SIMS HANUMAN
TOMB RAIDER BATTLEFIELD
PRINCE OF PERSIA WWE
SPLINTER CELL LEFT FOR DEAD
NEED FOR SPEED SINGSTAR
DRAGON BALL Z GOD OF WAR
METAL GEAR NINJA BLADE
FIFA RESISTANCE
CRICKET WWE
CALL OF DUTY LEFT FOR DEAD
CRYSIS SINGSTAR
WORLD AT WAR Godfather
AGE OF EMPIRES UNREAL
SIMS TEST DRIVE
TOMB RAIDER HARRY POTTER
PRINCE OF PERSIA HIGH SCHOOL MUSICAL

Rockstar games Grand Theft Auto series is in most demand. The reason behind this is
that gamer can experience adventure till extreme horizon. GTA is the game which
actually awakes the gamer and inspires to play as the game is full of action and adventure
package. EA games like Fifa, NFS, MOH, Godfather are most sold game software in the
market. AGE OF EMPIRES, COUNTER STRIKE, NFS & UNREAL TOURNAMENT are most
played games on LAN.

(Note:-Highlighted in red colour represents the most played games)

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Q3. Which genre of games you like to play?

RPG 7%
5%

Strategy 18%
20%

Shooting 35.8%
61.9%

Sports 60%
39%

Racing 55%
52.6%

Puzzle 2%
4%

Kids 2

Action 46.6%
52.6%

0 50 100 150 200 250

PUNE MUMBAI

Action & Adventure, Sports, Racing Shooting are the most liked category (Genre) of the
games liked by the gamers. Strategy games are also liked but very few game are available
in that category like Age of Empires, Chessmaster, Age of Mythology

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Q4. By which mediums you get influenced to play games?

70%
Internet
63.5%

55.9%
Retai point of sale
55.3%

15.9%
Gaming Café
33%

34%
TV Shows
23%

32.5%
Commercials
6.17%

22%
Print/PR
25.1%

93.3%
Friends/Family
83.6%

0 50 100 150 200 250 300 350

PUNE MUMBAI

Gamers give a lot of priority to word of mouth from friends/family or the salesman
standing at retail point of sale, because these are the people who explain the game in
more detailed way. Gaming Cafe’s also play an Important role, most of the times gamer
first visits gaming cafe play the game and then decides whether to buy it or not. TV shows
and commercials generate product awareness about games. After TV shows of Counter-
Strike game on ESPN channel the sale of the game geared up. Print/Magazines are the
place where gamer seeks for the rating of any particular games. Internet is the place
which takes major role where gamer discuss, share their views on game through Blogs,
forums etc.

In Pune there is exclusive gaming channel ‘NOW’, which is the most
favourite channel amongst gamers in Pune this is the reason why commercials and TV
showa visibility is high.

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6) By which sources you get a new game?

300 83%

250

200 52.04%
150 37.1%
100 65.9%
40% 43.3%
50 11%
17.5%
0
Purchase a legal copy borrow from friend Download Purchase Pirated
Copy
Mumbai Pune

This question had last option which was an open ended question and these
are the some answer:-
• Trade game with friends.
• Download from office/College.
• Hire the game from nearest game library and make copy or install.
• Gaming Parlour Sells the Game copy.
It is observed that People who owns game console and PC prefer to buy
a legal copy of gaming console rather than investing money in PC game.
Some gamers commented that PC games are easily available but Console
disc’s have to be purchased. PC disc can be multiplied between group of
friends/family but console disc can’t. This is one of the key reason why
Console games sale is going up.

(Note:- My sample size consisted elite class who purchase a genuine software only, otherwise
the sale of Pirated copies, Download & others is very high)

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Q7) Do you get influenced to play games by playing demo versions?
MUMBAI

MAY BE YES
19% YES
28% NO

MAY BE

NO
53%

PUNE

MAY BE YES YES
27% 23% NO

MAY BE

NO
50%

Demo Version previously was in great demand. Recently game demo’s are distributed by
mediums like Magazines, Internet or added with other full version game CD available in
the market. Games Like NFS 2, Midtown madness, Motocross Madness, Recoil gained a
very good response by distributing demo versions. But now-a-days gamers don’t prefer
to play demo version as per interpreted while interacting with them. Demo version are
just like coin with two faces, either it can provoke gamer to purchase the full version
game or it can de-motivate the gamer in two ways i) Gamer gets satisfied by playing
Demo ii) Gamer don’t turn up to buy the game doesn’t reaches to the expectation.

Demo games are made to invoke the persuasion in the gamer to provoke to play full
version.

Demo games are only made for the games for the PC platform.

Some of the website giving promotional demo version of new released games:-

www.gamedemo.com Magzines

www.electronicarts.in CHIP CD

www.gamespot.com Digit

www.gamershell.com Skora

Page | 19


8) Do you like to play the games originated from Historical
events, Movies, Stories, etc?
300
71.6%
250

200

150

100 22%
48.3% 51.6%
50

0

YES NO
PUNE MUMBAI

Some of the very famous and Best seller game originated from
Movies, Historical Events are:-
Games Movies,History Games Movies,History
Medal Of Honour Saving the private MAX PAYNE Movie: Max Payne
Ryan

Hanuman Hindu Mythology TOMB RAIDER Movie: Tomb Raider

Hitman Movie: HITMAN Godfather Book by Mario Puzo

Harry Potter Movie: Harry Potter All Disney Games Disney Cartoons

There are many numerous games which are not originated from Movies or Historical
events but yet they are the bestseller and selling like hot cakes some of these games are:-

Grand Theft Auto Counter Strike Project IGI

Need for Speed Age of Empires Burnout
Paradise

Cricket ,Fifa Call of duty Halo

Page | 20


9) What amount you are willing to spend to purchase a game?
200 55%
180
160
140
120
100 27.2%

80
17.8%
46.6%
60
34.1%
40
19.16%
20
0
MUMBAI PUNE
<800 <1500 >1500

Cost of Game (Platform) Range
PC Rs.99 to Rs.999

PS2, PSP Rs.500 to Rs.1500

PS3 Rs.1500 to Rs.4000

Wii, XBOX 360 Rs.1000 to Rs.2500 (above)

If we match the price table with the above graph it is clear that that most of the gamer
are purchasing games for PSP, PS2, PS3, DS, Wii & XBOX 360. And PC games sale is
steady. The Spending pattern differs on the aspects like Age & Occupation & Area where
the gamer belongs.

Mumbai

In which as we move to the southern part of Mumbai (Bandra, Juhu, Fort, Parel, Andheri)
the gamers in this areas are willing to spend comparatively more than the areas like
(Bhayander, Mahim, Dadar, Borivali, Andheri). Majority of the gamers are of age group
between 10-22 yrs. Even though I met few gamers of age between 30-50yrs in Mumbai.

Page | 21


Pune
Majority of the gamers are school students, Call Centre Employees & College students.
Pune is the city where most of the college students are foundmostly they hail from some
other place such category of gamers usually play games on PC (Laptops), and many Call
Centre Employees and working professionals own PSP as it easy to carry and can be
played anywhere. Gamers in Aundh, Camp, Kalyani nagar, Koregoan Park & Camp are the
Elite class of gamers who spend handsome amount to purchase game very often. And
these areas are also occupied by many NRI & Foreigners so they prefer more to play on
Gaming Console.

10. In which time period you purchase or play games?
For these two questions respondents replied very specific answers like:-

BUY NEW GAME RESPONSE
Holidays or festive season Gamers of age group between 8-10

(School Students)

New-Release If the game is awaited. Like launching next part
of the game.

Regular After completing one game.

11. How often you switch over to play new games?
300
76.6%
250

200

150

100 1%
17%
50 30%
6%
7.5%
0
Mumbai Pune

Daily Weekly Monthly

Generally gamers switch to the new game if the current game is completed or some
other game is obtained which is of more interest

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12) Do you participate in gaming events?

YES NO

42.7%

57.3% 30.8%
69%

Mumbai Pune

13) Any feedback from your side on the gaming software
This was an open ended question. Following are the some repeated responses for it

• Should make some editors by which one can makes changes in the game and enjoy
the experience of gaming.
• Some Games don’t work in XP or Vistas, gaming software should improve
Compatibility factor.
• Nintendo Wii is very interactive & outstanding
outstanding.
• Should launch more variety like PC games in PS2 & PS3 Games.
• PS3 & XBOX gaming software are too costly, should review to boost up the sales.
• Cheat codes are difficult to activate in some game.
• After completing the game extra mission should be given or game should be
fter
updated through Internet.
• PC gaming installation should be made easy, some game are next to impossible to
install.
• Wii graphics quality is too low.
• Should develop games with story mode in it.
lop

Page | 23

Vatsank Bakshi Summer Project at Excel I
cel Interactive

FINDINGS
• Pc game and console game market can’t be compared nor the sale of the gaming
software for these two diversions can’t be compared they are parallel to each
other, the key reason behind this is that every gamer above the age of 15 owns a
desktop or laptops. Students at hostels may or may not own a gaming console but
they are surely in reach of PC around them. In the same way somehow gamer of
every age group is reachable to PC.
• On other hand Urban youth are purchasing gaming console and sale these gaming
console is growing rapidly in cities like Mumbai & Pune.
• 70% of the total gamers play games on PC and 40% play on console and PC.
• PSP gaming console is mostly owned by the gamers age group between 8 to 17 and
also by the some professionals like VJ, BPO employees.
• Consumer Behaviour before buying any particular game (Decision Cycle)
• Either played the previous version game or played the same game at friends place
or gaming cafe.
• Recommended by Friend/ Family/ Retailer .
• Played Demo version
• Got influenced by reading about game on Internet/ Magazine or Television .

To Understand what exactly gamer (Consumer) wants and what are the
aspects on which decisions of buying are based. Every gamer have different
needs.
The decision of buying a game is taken at levels:-
1) First Level, What medium is available to play (PC or Gaming Consoles).
2) Second Level, Is the game which is to selected is same game suggested
by friends/family or of the genre which is liked by him.
3) Third Level, the price of the game is affordable or not.

First Level is choice of the game platform available to the consumer. The
available Platforms are
PC
Gaming Consoles
Playstation2
Page | 24


Playstation3
Nintendo DS
PSP
XBOX
Wii
The more the Platform the more choices are available to the gamer.

Second level There are two category of buyer :
• First Category who have already decided which game to purchase, such
consumer approaches the store and purchases the game

• Second Category are kind on consumer who don’t which game is to be
purchased and approaches the store for product information to make
selection

This level most crucial level where gamer may have conflicts in mind and
many question arises in mind like
• Will this game will be really good to play?
• May have two choose from several game of same genre
In this process consumer considers many aspects like.
Word of mouth from friend/Family/Salesman.
Read about game on Internet/Magazines/TV.
Played previous version of the game.

Third Level, is the final step in which either decides to purchase the game or
not. In this step other options are also considered but if the gamer is looking
for particular game then this level doesn’t affects the buying.

For Ex. If Consumer approaches a game shelf deciding that Need for speed
game (NFS) CD is to be purchased then Consumer will hardly consider the cost
because product awareness is already taken place.

Page | 25


The Following questionnaire was the tool for research and every gamer was asked
to fill the questionnaire

Questionnaire____________________________ Store Name

Name: ______________________________ Sex: □ Male □ Female

E-mail: _____________________________ Qualification: ____________

Occupation: _________________________ Age: ___________
1)On which Platform you play games?

□ PC □ RPG or LAN □ Mobile or Wireless □ PS2

□ PS3 □ XBOX 360 □ Wii □ PSP Nintendo DS

2) Which game you can recall recently played by you? ___________________________

3) Which genre of games you like to play?

□ Action & Adventure □ Kids □ Puzzle □ Racing

□ Sports □ Shooting □ Strategy □ Role Playing Games.

4) By which mediums you get influenced to play games?

□ Friends/Family □ Print/P.R □ Commercials

□ TV Shows □ Gaming Cafe □ Retail Point of Sale

6) By which sources you get a new game?

□ Purchase a legal copy □ Borrow from Friends □ Download

□ Purchase a pirated copy □ Others___________________

7) Do you get influenced to play games by playing demo versions?

□ Yes □ No □ May be

8) Do you like to play the games originated from Historical events, Movies, Stories, etc?

□ Yes □ No

9) What amount you are willing to spend to purchase a game?

□ <800 □ <1500 □ > 1500

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10) In which time period you purchase or play games?

□ Holidays or Festive seasons □ New-Release □ Regular □ Occasional

11) How often you switch over to play new games?

□ Daily □ Weekly □ Monthly □ Every new game launched

12) Do you participate in gaming events?

□ Yes □ No

13) Any feedback from your side on the gaming software ___________________

□□□ END

Page | 27


PROJECT TITLE ‘B’
PROJECT TITLE
Research for Retailers mapping, Mumbai

OBJECTIVE

Objective of the project is
• To study Retailers mapping and Understand gaming market scenario
from sale point of view.

Based on the objective following deliverables were identified for the project:
1. Create a database of large Retailers in Mumbai
2. Understand Retailers expectations from Excel.
3. Study of Game CD sales and consumer behaviour from retailers
perspective.
4. To check where Excel Interactive stands in the distribution market in
Mumbai & Pune.

SCOPE OF THE PROJECT

Scope of the project is mentioned below:-
• Understand the gaming Industry and Various Interactive Products.
• To study Distributor and Retailers linking scenario.
• Interaction with Retailers.
• Understand marketing strategies played by distributors in the market.
• Study Excel interactive competitors.
SAMPLE SIZE

Location Sample Size
MUMBAI 59
PUNE 27
(See Page 14 for detailed locations)

Page | 28


DATA ANALYSIS

Q Which is your favorite game across all formats as per the sales is
concerned?

GTA 4
Killzone
CRICKET
FIFA
NFS
RESIDENT EVIL
CALL OF DUTY
WWE
MEDAL OF HONOUR
BOLT
HALO
GEAR OF WAR
WORLD AT WAR
HULK
STREET FIGHTER
BURNOUT PARADISE
GHAJINI

Q. According to you which franchise is hottest selling franchise?

Hottest Selling Franchise POSITION
GRAND THEFT AUTO 1
FIFA 2
NEED FOR SPEED 3
CRICKET 4
DISNEY 5
COUNTER STRIKE 6

(Note:-Highlighted in red colour represents the maximum responses)

Page | 29


Q. What play major role in your buying decision from any vendor?

16%

MARGINS

40%
BRAND

MARKET ACCEPTABILITY
28%
Marketing buzz around the
product

16%

While interacting with the retailers they commented that Margin is obvious subject but
at the same time Product should have demand in the market and should sell off very
quickly from the shelf. Customer Demand are also important and on that basis also our
buying decision depends.

Q. Which format sells more?

30.5%
56%
69.5%
Mumbai
83%
96.6%
89.83%

14.9%
78.14%
29.62%
PUNE
59.2%
70.3%
85.2%

0 10 20 30 40 50 60

DS PSP XBoX PS3 PS2 PC

Page | 30


Q. Which age group makes the largest chunk of consumer, per your
region?
STORES Example Age group
CROSSWORD 8-17 Years

Planet-M, Croma 10-30

Lifestyle, Big Bazaar 8-22

Ruffkids Below 12

Landmark 8-30

Alfa, Satyam, Oxford, Big Tom ,Asiatic (Mumbai) All age groups of gamers

Saregama, X-cite, Staples, Odyessey (Pune)

Crossword sales only PC games and that too gamers cant find enough variety. Few
Crossword outlets like C.W bandra, Juhu in Mumbai C.W Shorab hall in Pune offer wide
range of variety

Croma is leader among all retailers . Each and every croma outlet is strategically located
and has separate gaming section with Demo gaming console around so that gamers can
first play the game and then decide. It offers wide range and variety in all formats. Croma
Juhu in Mumbai & Croma Aundh in Pune are ranked amongst ten five game sellers in
India.

Landmark is another retailer which offers outstanding variety to the gamers with
tremendous options to choose. Landmark Infinity mall in Andheri and Landmark Camp in
Pune are the top sellers in the city.

Q.What is the average shelf life of a game copy in your store?
The average time period is 2-3 months after which either games are shifted to the stock
clearance sale or attached with some offers like buy one get on free and even after that
the products fails to the product is sent back. But generally its very rare that game cd fails
to sale because vendors purchase the game after lot of initial research and distributor’s
past record.

Average Shelf Life is 2-3 Months

Page | 31


Q. Which time period is ideal for the gaming business?

Holiday/Festivals
42%
45% Thematic Game launched
Thoroughout year

13%

• Most of the sale is done on weekend.
• Thematic game launched like Fifa around the time of world cup and the harry
potter game after the release of movie and Ghajini game after the release of the
movie Ghajini are some game which got very good response during thematic
launch, the reason behind this is that gamers get provoked to play after getting
introduced to the character and likes to get engaged in the role of character.
• Holidays /festival attracts all school and college going segments to the market and
during this period consumer spends more on gaming .
• Festivals/Holidays –(April-June) (October/November) (15-31 December)

12) Which medium supports better off takes in retail?

In store POS Print Out of home Tv Ad

8%

9%

41%

42%

Page | 32


Q. Can you rate the below mentioned distributors on the scale of 1 to
5 where 1 represents poor & 5 represents Excellent?

5 4 3 38

34
33
31
29
27

24

12 12

9
8
7

Milestone e-express WWC Excel Interactive

5 represents Rank 1
4 represents Rank 2
3 represents Rank 3

Total Retailers Responded to this Question in Mumbai & Pune - 86
The number on the top of bars represents the number of Retailers

Page | 33


Interactive Distributors in Market

Interactives

e-express Excel Milestone Origin WWC Redington Quitox RWI V3

e-express has gaming distribution for PC,PS2,PS3,XBOX,PSP

Excel Interactive is distributing of EA games in PC and Disney Interactive games in all
formats. Excel is owing majority share of PC gaming section. E

Milestone is capturing majority of market share because it has best collection
of franchise in all the formats. Milestone is holding majority of Console game
sales.

Origin is the major distributor of Computer Games, Console Games, New Media
Products as well as Gaming Peripherals & Accessories across India. Origin was founded in
the year 1999.

WWC (world Wide CD Roms) is having a handsome share in PC gaming .

Redington is the distribution focusing mainly on XBOX games in market and Owns
majority of share before Milestone Interactive in XBOX category. Redington deals in game
softwares and accessories for XBOX and had tie up with ICICI Bank to avail loan for
purchase of XBOX

Quitox has good distribution across Future group retail outlets and have basic
collection of all genres of games

Redwood interactive, (RWI) was started in 2007 to focus on huge opportunity in the
computer Entertainment Industry. The company has emerged as one of the largest
publisher & Distributor for PC & Console games.

V3 interactive & Aladdin are ruling the low end PC gaming market which
comprises of the games like racing, shooting, action.

Page | 34


The Following questionnaire was the tool for research and every Retailers was
asked to fill the questionnaire

Questionnaire_________________________________________________________

Name of the store: ___________________________ Sex: Male Female

E-mail: __________________________ Location:-

1) Which is your favorite game across all formats as per the sales is concerned?
________________

2) According to you which franchise is hottest selling franchise? ________________

3) What play major role in your buying decision from any vendor?

Margins Brand Market Acceptability

Marketing buzz around the product

Any other please specify ________________

4) Which format sells more?

RPG or LAN Mobile or Wireless PS2 PS3

XBOX 360 Wii PSP Nintendo DS PC

5) Which age group makes the largest chunk of consumer, per your region?

4 – 8 Years 8-17 Years Limit the age as per your learning _

6 ) What is the average shelf life of a game copy in your store?

1day -1 Mth 1 Mth – 2 Mth 2 Mth - 3 Mths 3 Mths & more...

7) Which genre game is most liked one as per the sales is concerned?

Action Racing Shooting Sports Movie, Stories etc. Educational

8) What is the customer’s average ticket size in your store?

<500 <1000 <1500 < 5000 <10,000

9) What is the size of your store (Area in Sq. Ft)

100 >500 > 1000 < 3000

10) What do you expect from your vendors?
Page | 35


Higher Margins Excellent Service Bigger brands Lots of New Releases

11) Which time period is ideal for the gaming business?

Holidays & Festivals Thematic game launched during an event Throughout theyear

12) Which medium supports better off takes in retail?

In-Store POS Print Ads TV Ads Out OF Home Media

13) Can you rate the below mentioned distributors on the scale of 1 to 5 where 1
represents poor & 5 represents Excellent.

Milestone

e- Express

World Wide C.D ROM

Origin

Excel Interactive

Page | 36


SWOT ANALYSIS FOR EXCEL INTERACTIVE
STRENGTH
• Excel is exclusive distribution for outstanding brands like Disney Interactive & EA
games. Two big leader in its category are with Excel Interactive.
• Excel have well structured distribution network across Mumbai & Pune.

WEAKNESS

• Excel is distributing only games only for PC format , wheras demand of EA games is
also increasing in PS2, PS3, PSP,XBOX. Only Disney Interactives PC version are
visible at every shelf of retail while other platform (Console) are missing.
• Excel Interactive don’t have any proper website which spreads products awareness
through Internet even though Internet is one of the most important medium for
the gamers to Interact.

Websites of other Distributors

Distribution House Website Link

Milestone Interactive www.milestoneinteractive.com

World Wide CD ROM www.wwcdrom.com

Redwood Interactive www.redwoodinteractive.net

V3 Interactive www.v3interactive.co.in

Redington www.xbox360.redingtonindia.com

This weakness can result in Threat.

OPPORTUNITY

• Excel Interactive should work in order to get the distribution of EA games console
CD distribution.
• Every new game launched by Electronic Arts and Disney Interactive is an
opportunity for Excel Interactive.

THREAT

• Main threat is from other distribution houses namely Milestone as it is distributing
EA games but for console gaming.
• Sale of Console gaming software is increasing gradually.
• e-express is also owning the big bull of all games ‘GRAND THEFT AUTO’ Series.
Page | 37


PROMOTIONAL PLAN
Following are the some promotional activities which can be implemented:-

• Excel should provoke consumer to buy genuine software and create awareness in
the mind of gamers through various mediums like Events, Print.

• Excel Interactive should develop Website where consumer can Shop, Interact,
Share, Download demo’s and also invoke customer to boost up the sale.

• Giving Consumers a catalogue containing Product Information, Upcoming games
and some discount coupons at leading Retailer outlets.

• Excel should expand dedicated outlets in Mumbai & Pune to save on the costs
incurred on channel intermediares such as retailers.

ADDITIONAL INFORMATION
T.V Channel ‘NOW’ Now is the exclusive gaming channel recently
launched. This channel demonstrates newly
released games and other news.
Magazine ‘SKORA’ Skora is the monthly gaming magazines.
Unrevealing the news of gaming Industry

These two media (print and TV) are hardcore gaming spots through which gamers
can be influenced

Page | 38


ANNEXURE
SR. FRANCHISE TITLES MRP FORMAT

Adventure In Typing with
1 Disney 299/- CD
Timon & Pumbaa

Chronicles of Narnia, The: The
2 Disney Lion, The Witch And The 399/- DVD
Wardrobe

Disney Donald Duck: "Qu@ck
3 Disney 299/- CD
Att@ck"

Disney Phonics Quest:
4 Disney 299/- CD
Learning Ages 5-8

Disney Pixar Monsters Inc.
5 Disney 299/- CD
Scare Island

Disney Princess: Enchanted
6 Disney 499/- DVD
Journey

Disney Princess: Cinderella's
7 Disney 299/- CD
Castle Designer

Disney’s You Can Fly With
8 Disney 299/- CD
Tinker Bell

Extremely Goofy
9 Disney 199/- CD
Skateboarding

Finding Nemo Learning With
10 Disney 199/- CD
Nemo

Little Mermaid 2 Return To
11 Disney 299/- CD
The Sea

12 Disney Maths Quest With Aladdin 299/- CD

13 Disney Piglet's Big Game 299/- CD

Pirates Of The Caribbean: At
14 Disney 699/- DVD
World’s End

15 Disney Power rangers 799/- DVD

16 Disney Tigger's Honey Hunt 299/- CD

17 Disney Winnie The Pooh & Tigger Too 199/- CD

Page | 39


18 Battlefield 2142 Battlefield: Deluxe 999/- DVD

19 Battlefield Battlefield 1942 99/- CD

20 Battlefield Battlefield 2 299/- CD

Battlefield 2:Complete
21 Battlefield 799/- DVD
Collection

Battlefield 2:Special
22 Battlefield 299/- CD
Forces(expansion pack)

23 Battlefield Battlefield 2142 999/- DVD

24 Battlefield Battlefield Vietnam 499/- CD

Command and Command and Conquer 3
25 499/- DVD
Conquer Kane's Wrath

26 999/- DVD
Conquer Limited Collection

27 799/- DVD
Conquer Tiberium Wars Kanes edition

Command and Command and Conquer
28 299/- CD
Conquer General Zero Hour

29 299/- CD
Conquer Generals

Command and Command and Conquer red
30 99/- CD
Conquer alert

Command and Command and Conquer red
31 299/- CD
Conquer alert 2

Command and
32 Command and conquer –Saga 999/- DVD
Conquer

Command and Command and Conquer The
33 799/- DVD
Conquer First Decade

34 299/- CD
Conquer Tiberian Sun

Command and Command and Conquer Yuris
35 299/- CD
Conquer revenge

36 Cricket Cricket 2002 199/- CD


Page | 40




40 Crysis Crysis 999/- DVD

41 FIFA FIFA 2001 99/- CD

42 FIFA FIFA 2002 299/- CD

43 FIFA FIFA 2004 299/- CD

44 FIFA FIFA 2005 499/- CD

45 FIFA FIFA 2006 599/- CD

46 FIFA FIFA 2007 799/- DVD

47 FIFA FIFA 2008 999/- DVD

48 FIFA FIFA Manager 08 999/- DVD

Harry Potter & The Prisoner
49 Harry Potter 499/- CD
Of Azkaban

Harry Potter and the order of
50 Harry Potter 999/- DVD
the phoenix

Harry Potter:chamber of
secrets

52 Harry Potter Harry Potter:Goblet of fire 499/- CD

Harry Potter:Philosphers
stone

54 Harry Potter Harry Potter:Quidditch 99/- CD

55 Medal of Honour Medal of Honour:Airborne 1199/- DVD

Medal of Honour:Allied
56 Medal of Honour 499/- CD
Assault

Need For Speed :Porsche
57 Need For Speed 99/- CD
2000

58 Need For Speed Need For Speed - Pro Street 999/- DVD

59 Need For Speed Need For Speed Carbon 799/- DVD

Need For Speed:
Underground

Page | 41


Need For Speed:
Underground 2

Need For Speed:most wanted
Black edition

63 Rail Simulator Rail Simulator 999/- DVD

64 Sims Sim City 3000 199/- CD

65 Sims Sim Coaster 199/- CD

66 Sims Sim Theme Park 199/- CD

67 Sims Simcity 4 199/- CD

68 Sims Simcity 4 rush hour 199/- CD

69 Sims SimCity Societies (Sim City 5) 599/- DVD

70 Sims Sims 2 Bon Voyage 499/- CD

71 Sims Sims 2 Celebration Stuff 499/- CD

72 Sims Sims 2 H&M Fashion stuff 499/- CD

73 Sims Sims 2 Pets 499/- CD

74 Sims Sims 2university 499/- CD

75 Sims Sims deluxe edition 99/- CD

76 Sims Sims house party 299/- CD

77 Sims Sims Life Stories 999/- DVD

78 Sims Sims making magic 299/- CD

79 Sims Sims Pet Stories 999/- DVD

80 Sims Sims Safari 199/- CD

81 Sims Sims superstar 299/- CD

82 Sims Sims unleashed 299/- CD

83 Sims Sims vacation 299/- CD

The Sims 2 Kitchen & Bath
84 Sims 499/- CD
Interior Design Stuff

85 Sims The Sims 2 Double Deluxe 999/- DVD

86 Sims The Sims 2 999/- CD

Page | 42


87 Sims The Sims 2 Glamour Life Style 499/- CD

The Sims 2 Happy Holiday
88 Sims 1199/- CD
Edition

The Sims 2 Teen Style Stuff
89 Sims 599/- CD
(SIMS 2 SP 6)

90 Sims The Sims 2: Free Time 499/- DVD

91 Sims The Sims 2: Nightlife 499/- CD

92 Sims The Sims 2: Season 499/- CD

The Sims Carnival Bumper
93 Sims 499/- CD
Blast

94 Sims The Sims Carnival Snap City 499/- CD

95 Sims The Sims Castaway Stories 499/- DVD

96 FIFA Total Club Manager 2005 99/- CD

97 Battlefield Battlefield 1942 99/- CD Rom

98 Battlefield Battlefield 2 299/- CD Rom

Battlefield 2:Special
99 Battlefield 299/- CD Rom
Forces(expansion pack)

100 Battlefield Battlefield Vietnam 499/- CD Rom

Battlefield 2:Complete
101 Battlefield 799/- DVD Rom
Collection

102 Battlefield Battlefield 2142 999/- DVD Rom

Battlefield 2142 Deluxe
103 Battlefield 999/- DVD5
Edition

Command and Command & Conquer 3
104 499/- DVD
Conquer Kane's Wrath

Command and Command &Conquer3 Limited
105 999/- DVD
Conquer Edition

Command and Command & Conquer Red
106 999/- DVD
Conquer Alert 3

Command and
107 red alert 99/- CD Rom
Conquer

Page | 43


Command and
108 Generals 299/- CD Rom
Conquer

Command and
109 red alert 2 299/- CD Rom
Conquer

Command and
110 General Zero Hour 299/- CD Rom
Conquer

Command and
111 Yuris revenge 299/- CD Rom
Conquer

Command and
112 Tiberian Sun 299/- CD Rom
Conquer

Command and 3 Tiberium Wars Kanes
113 799/- DVD Rom
Conquer edition

Command and
114 The First Decade 799/- DVD Rom
Conquer

Command and
115 The C&C Saga 999/- DVD Rom
Conquer

116 Cricket Cricket 2004 99/- CD Rom




120 Crysis Crysis WarHead 999/- DVD

121 Crysis Crysis 999/- DVD Rom

122 Euro Euro 2008 999/- DVD

123 Fifa FIFA 2001 99/- CD Rom

124 Fifa Total Club Manager 2005 99/- CD Rom





130 Fifa Fifa 09 999/- DVD

131 Fifa FIFA Manager 09 999/- DVD

Page | 44


132 Fifa FIFA 2007 799/- DVD Rom

133 Fifa FIFA 2008 999/- DVD Rom

134 Fifa FIFA Manager 08 999/- DVD Rom

Harry Potter:Quidditch world
135 Harry Potter 99/- CD Rom
cup

Harry Potter & The Prisoner
Of Azkaban

137 Harry Potter Harry Potter:Goblet of fire 499/- CD Rom

Harry Potter:chamber of
secrets

Harry Potter:Philosphers
stone

Harry Potter and the order of
140 Harry Potter 999/- DVD Rom
the phoenix

141 Mass Effect Mass Effect 999/- DVD

Mercenaries 2: World in
142 Mercenaries 999/- DVD
Flames

Medal of Honor 10th
143 MOH 1499/- 6CD/2DVD
Anniversary

Medal of Honour:Allied
144 MOH 499/- CD Rom
Assault

145 MOH Medal of Honour:Airborne 1199/- DVD Rom

Need For Speed :Porsche
146 NFS 99/- CD Rom
2000

147 NFS NFS: Underground 2 499/- CD Rom

148 NFS NFS: Underground 499/- CD Rom

NFS:most wanted Black
149 NFS 799/- CD Rom
edition

NFS:MW Black edition(1DVD
150 NFS 799/- DVD
version)

151 NFS NFS Undercover 999/- DVD

152 NFS NFS Carbon 799/- DVD Rom

Page | 45


153 NFS NFS - Pro Street 999/- DVD Rom

154 Rail Simulator Rail Simulator 999/- DVD5

The Sims Carnival
155 Sims 499/- CD
BumperBlast

156 Sims The Sims Carnival SnapCity 499/- CD

The Sims 2 Kitchen and Bath
157 Sims 499/- CD
Interior Design Stuff

158 Sims Sims deluxe edition 99/- CD Rom

159 Sims Sim Coaster 199/- CD Rom

160 Sims Sim Theme Park 199/- CD Rom

161 Sims Sim City 3000 199/- CD Rom

162 Sims Sims Safari 199/- CD Rom

163 Sims Simcity 4 199/- CD Rom

164 Sims Simcity 4 rush hour 199/- CD Rom

165 Sims Sims unleashed 299/- CD Rom

166 Sims Sims house party 299/- CD Rom

167 Sims Sims vacation 299/- CD Rom

168 Sims Sims making magic 299/- CD Rom

169 Sims Sims superstar 299/- CD Rom

170 Sims Sims 2 Pets 499/- CD Rom

171 Sims The Sims 2 Glamour Life Style 499/- CD Rom

172 Sims The Sims 2: Season 499/- CD Rom

173 Sims Sims 2university 499/- CD Rom

174 Sims Sims 2 Celebration Stuff 499/- CD Rom

175 Sims Sims 2 H&M Fashion stuff 499/- CD Rom

176 Sims Sims 2 Bon Voyage 499/- CD Rom

The Sims 2 Teen Style Stuff
177 Sims 599/- CD Rom
(SIMS 2 SP 6)

178 Sims The Sims 2 999/- CD Rom

Page | 46


The Sims 2 Happy Holiday
179 Sims 1199/- CD Rom
Edition

180 Sims My Sims 799/- DVD

181 Sims The Sims 2 Double Deluxe 999/- DVD

182 Sims SimCity Societies (Sim City 5) 599/- DVD Rom

183 Sims Sims Life Stories 999/- DVD Rom

184 Sims Sims Pet Stories 999/- DVD Rom

185 Sims The Sims Castaway Stories 499/- DVD5

186 Sims The Sims™ 2 FreeTime 499/- DVD5

187 Skoolastica Skoolastica:Geography 399/- CD Rom

188 Skoolastica Skoolastica:Science 399/- CD Rom

189 Spore Spore Creature Creator 299/- CD

190 Spore Spore 999/- DVD

191 Disney Goofy Extreme Skateboarding 199/- CD

Finding Nemo - Learning with
192 Disney 199/- CD
Nemo

193 Disney Winnie the Pooh Tigger Too 199/- CD

Beauty and the Beast Magical
194 Disney 199/- CD
Ballroom

195 Disney Phonics Quest 299/- CD

196 Disney TINKERBELL., YOU CAN FLY 299/- CD

197 Disney Piglet's Big Adventure 299/- CD

198 Disney Cinderella's Castle Designer 299/- CD

199 Disney Donald Quack Attack Action 299/- CD

Monsters, Inc. Scare Island
200 Disney 299/- CD
Action Game

201 Disney Little Mermaid 2 PC 299/- CD

TIGGER'S HONEY HUNT Action
202 Disney 299/- CD
Game

203 Disney Adventures in Typing with 299/- CD

Page | 47


Timon and Pumbaa

204 Disney Maths Quest with Aladdin 299/- CD

Buzz Lightyears of Star
205 Disney 299/- CD
Command AG

206 Disney Chicken Little 299/- CD

102 Dalmatians Activity
207 Disney 299/- CD
Centre - Lost Dog

208 Disney Toy Story 2 Action Game 299/- CD

209 Disney Jungle Book - Key Stage I 299/- CD

Disney's Princess Fashion
210 Disney 299/- CD
Boutique

Cinderella Dollhouse 2 PC
211 Disney 299/- CD
Game

212 Disney DINOSAUR ACTION GAME 299/- CD

Disney Classics Value Line:
213 Disney 299/- CD
Tarzan Activity Center

MICKEY LEARNING
214 Disney 399/- CD
ADVENTURE Search

215 Disney Narnia - Chronicles of Narnia 399/- DVD

216 Disney Princess Enchanted Journey 499/- DVD

217 Disney Pirates 3 699/- DVD

218 Disney Turok 699/- DVD

219 Disney Narnia - Prince Caspian 699/- DVD

220 Disney Pure 699/- DVD

221 Disney High School Musical 3 699/- DVD

222 Disney Power Rangers 799/- DVD

223 Dead Space Dead Space 999/- DVD

224 NFS Need For Speed: Undercover 999/- DVD

High School Musical 3: Dance
225 Disney 699/- DVD
Senior Year

Page | 48


BIBLIOGRAPHY

• www.excelhomevideos.com
• www.excelinteractive.in

Page | 49


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