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Marvel

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by

Christopher Coyle

on 19 February 2015

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Transcript of Marvel

Founded as Timely Publications in 1939
Marvel Comics - 1961
Marvel Studios - 1991
Acquisition by Disney in 2009
#1 Global comic publisher
Entertainment giant
Oscar Awards & Eisner Awards

About Marvel

Small Fan Base

Low Quality

Large Fan Base

High Quality

Perceptual Map of: Marvel Studios

Business Suggestions
Brand Recognition
Lack of Character Differentiation
Male Dominated Focus
Product
Branded as a superhero entertainment company
First Marvel superhero movie was X-Men in 2000
Since then there have been a total of 34 movies
Plans for 9 more movies and 5 netflix series in the next 3 years
Changes in the following areas:
Marketing Analysis
Target Market
Primary
Secondary
Male Focused?
Gomez, J. (2014, April 16). Why Marvel's 14-Year Movie Plan Should Cause Concern For Warner Bros. Retrieved February 13, 2015.
Marvel Entertainment
Marketing Plan
Dweep Ashar, Chris Coyle,
Nicole Memoly & Minjie Song
MRKT 5500: Strategic Marketing
CRN: 23383, Thursday 6:00PM - 9:30PM
February 19th, 2015


Top Marketing Strategies
Placement
Marvel movies are first shown in movie theaters around the world
Guardians on the Galaxy released in 75 different countries
Placement
Movie Timeline
Up to 2020
Interconnections
Featuring different Heroes
Social Media Involvement
Actor Panels
Teaser Trailers
4 months later, movies are then released to Blu-ray, DVD and streaming services, such as Netflix and Hulu
movies are then released on cable and network television
Dai, S. (n.d.). The Dramatic Drop In Theater to Home Video Wait Time. Retrieved February 17, 2015.
Price
average movie ticket was $7.96 in 2014
more than half of DVDs priced $10 - 19.99
Blu-rays priced around $10 more
Netflix $7.99 per month
price point the same for Marvel and their competition
Disney Careers, “About Marvel – Overview” http://marvel.disneycareers.com/en/about-marvel/overview/

Guardians of the Galaxy. (n.d.). Retrieved February 18, 2015, from http://www.imdb.com/title/tt2015381/
Average Movie Theater Ticket Price Dropped This Year. (2014, April 21). Retrieved February 18, 2015, from http://www.cinemablend.com/new/Average-Movie-Theater-Ticket-Price-Dropped-Year-42666.html
Full transcript