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Captain America: Winter Soldier

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on 3 May 2014

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Transcript of Captain America: Winter Soldier

E-Comic code

(Generation X and comic fans)
Exclusive game
Fundamental criteria for effective packaging
Seen on shelf
Engages shoppers
Communicates key messages/point-of-difference
Closes the sale
Comic book
Mobile application
Captain America: The Winter Soldier
by
Maritza Cardenas
Alyssa Haines
Caitlin Rabyniuk
Jewely Ramos
Ricardo Uribe

Situation Analysis
Analysis of the motion film "Captain America 2: The Winter Soldier"
Description of the product category threats and opportunity, company backgrounds, and detailed competitive analysis provides better insight to proposed promotional campaign
Product Category
Opportunities
American Appeal
: patriotic and pride characteristics
Adventure Appeal
: reliving and partaking in the adventure
Youth Appeal
: inner-child and the next generation
Threats
Similar genre films
: adventure, action, sci-fi, and political
Box office films
On-demand movie services
: Netflix, Hulu, Redbox, Direct TV On-Demand, and pay-per-view
Piracy
Marvel Entertainment, LLC
Competitive Analysis
Target Market Specifications
Product Evaluation
Brand name
"Captain America 2: The Winter Soldier"
Produced by Marvel Studios
Distributed by Walt Disney Studios Motion Picture
Marketing Objectives
Licenses Marvel's characters for various consumer products
Toys, apparel, and video games;
Feature films and television programs;
DVD animated feature films;
Theme parks, shopping malls, and special events;
Promotions;
Publications
Licensing Segment
Publishes and sells comic books and custom comics to the direct market and the mass market
Markets consist of teenagers and young adults through comic book specialty stores and retail outlets, including bookstores and newsstands
Sells advertising and subscriptions
Publishing Segment
Toy Segment
Designs, develops, creates, markets, and distributes character-based toys
Markets product through specialty toy retailers, mass merchandisers, mail-order companies, variety stores, and independent distributors worldwide
Film Product Segment
Sony Pictures Entertainment, Inc.
Warner Bros. Entertainment Inc. and DC Comics
Centers on all aspects of the entertainment industry
Collaborates to release its stories and characters across all media
Built on super heroes e.g., Batman, Wonder Woman, and The Flash
Produced "Green Lantern," "The Dark Knight Rises," and "Man of Steel"
Largest English-language comic publisher
Paramount Pictures Corporation
Partners to create celebrated movies, television, and commercials
Responsible for worldwide sales, marketing and distribution of DVD and Blu-ray discs for films and television shows and Viacom's leading brands
Produced movies of comic book superheroes "Transformers" and "TMNT"
Channels of Distribution
In-store and online
: Walmart, Target, and all other DVD and Blu-ray carriers
Geographic distribution of POP and promotions
:
National locations where Comic-Con is popular
e.g., San Diego, CA
Chicago, IL
Orlando, FL

Advertising Strategy
Guerrilla Marketing
3-D drawings in NYC Times Square
Tourist attraction
Capture attention
Cut through clutter
"Crashed" shield in famous buildings
and buses
Sales Promotion Program
Trade and Consumer Objectives
Publicity and Special Event
Guerrilla Marketing
May 11 - June 15, 2015
Shield on buildings and city buses e.g., L.A., N.Y., Miami, Chicago, Seattle, etc.
1939
1941
2007
2009
Marvel introduces Captain America to fight Nazis
Comic books skyrocket in popularity
First million copies sold
Comic book booms during war
Martin Goodman founded Marvel Comics
Grown to be one of the most successful companies in entertainment industry
Attracted a plethora of companies for potential partnerships
Is the largest American publisher of comic novels
Engages in four segments with an accumulations of 5,000 characters franchises, such as The Avengers, The Fantastic Four, X-Men, and Blade
The
Walt Disney Company
acquires Marvel Entertainment, LLC
Focuses on quality branded content, technological innovation, and
international expansion
Includes
Marvel's strong global brand
Library of characters
Unparalleled global portfolio of
entertainment properties
Business structure that maximizes
the value of creative properties
across multiple platforms and territories
Marvel Enterprises Inc. becomes
"Marvel Entertainment, LLC"
The Rise of Captain America
(Captain America Issue No. 1)
Maximize awareness of product and product release date (
Monday, May 25, 2015
- Memorial Day)
Lead overall market share by ten percent
Engage fans via unique app codes activations
Achieve 500,000 20% Gillette coupons redemptions
Film Values
Courage
Honesty
Integrity
Loyalty
Humility
Target Exclusive Packaging
Mini Comic Book
DVD and Blu-ray includes mini-comic book
Mobile Application
Unique code (available with DVD or Blu-ray purchase)
Available on iTunes App store and Google Play Store
Incorporates actual comic book storyline
Appeal to Generation Y
Develop
Produce
Distribute
Interactive agency and digital marketing services
1920
Columbia Pictures Entertainment, Inc. becomes
Sony Pictures Entertainment, Inc.
Produces and distributes motion pictures and television programming
Engages in
Acquisition and distribution of home video
Operation of studio facilities for production services
Development of new entertainment technologies
Development of entertainment products and services for broadband distribution
Distribution of filmed entertainment
Harry Cohn, Joe Brandt, and Jack Cohn
CBC Sales Film Corporation
Produce short and low-budget Westerns and comedies
1924
Name changed to Columbia Pictures
Post production, scoring, re-recording, screening rooms, and editing services
Digital sound format for motion pictures theatres
Feature film clips/still licensing
Consumer Promotions
Psychographic Characteristics
Generation X
Values
Family
Truth and authenticity
Balance of Life

Escapism
Belonging
Values
Truth and transparency
Connectedness
Greater cause
Immediate and convenient information
Generation Y
Comic Book Subculture
24 M
41 M
71 M
Comic Book
Subculture
Channel
Events e.g., Comic-Con
Digital Marketing tools e.g., social media
Store locations e.g., comic book stores
Content
Engage
Authentic and Transparent
Consistency
Earned media e.g., WOM and influencer posts
Generation X
Channel
Television
In-store - tangible shopping and research
Digital marketing channels e.g., social media
Content
Engage
Authenticity/trustworthy
Benefits of products and services
Attempt of earned media e.g., WOM and influencer posts
Generation Y
Channel
Internet e.g., sponsored ads
Social media - real time and sharing
Content
Engage
Authenticity and transparency
Capture attention - creativity and uniqueness
Encourage earned media
Multicultural ads
How to Market
Demographic Characteristics: Movie Goers
Gender:
64% male and 36% female
Age:
18-24 and 25+ (57% viewing audience)
Marital Status:
58% couples and 42% families
Capture consumers' attention
Create awareness - DVD/Blu-ray and release date
Create high sales volume by incentives
Gillette Promotion
May 11 - June 22, 2015
Fusion ProGlide
On-pack coupon (20%)
Target Promotion
Walmart Promotion
May 25, 2015
Comic book and special code
May 11 - June 22, 2015
Retailtainment
Movie scene pictures
Facebook upload
Comic-Con trip (July 2015)
Point of Purchase
DVD/Blu-ray Stand
Target and Walmart
Capture consumers' attention
Gillette
Fusion ProGlide razor stand
Product release date
Target and Walmart

Based on target market size, psychographics, and demographics
Budget
DVD
Blu-ray
Combo Pack
Disc
Case

Total
Technology
Tech-savvy
Disc
Case

Total
Disc
Case

Total
$.30
$.70

$1.00
$.90
$.75

$1.65
$1.20
$.90

$2.10
Circulate
1.5 million
copies
250,000 DVD copies
750,000 Blu-ray disc copies
500,00 2-disc combo packs

Production cost:
$2.53 million

Ten percent
of profits to Wounded Warrior Project
Commercial and Print
Commercial
Incorporate 2014 Chevrolet Corvette Stingray commercial and film clips
Announce product release date
Tag line
Print Advertisement
Men's Fitness magazine
Advertise for film and Gillette
"A car fit for a superhero"
"What does America's hero trust more than his bulletproof shield?"
Stunts
Partnerships
Walmart
Retailtainment
Movie scene backgrounds
POP shield displays
$3,500,000
Target
In-store character decorations
POP rack displays
$2,000,000
Miscellaneous
Total Budget
$10,540,000
Special Events, Publicity, and Promotions
$2,500,000
San Diego Comic-Con Trip
Airfare
Accommodations
Meals
Tickets
Transportation
$10,000
Special Event
May 24, 2015
NY Times Square
Free DVDs and Blu-rays
3-D drawing
Sponsorships
Chevrolet
Buy time for commercial
Gillette
Buy space on Men's Fitness magazine
Wounded Warrior Project
Ten percent of profit donated to Wounded Warrior Project
Incentive to buy original DVD
No piracy
Walmart and Other Retailer's Packaging
Target Pricing
Walmart Pricing
Resist "pop culture"
Mike
Technology
Digital Intermediaries and Natives
Social Identity: "digital self"
Frequent digital platform users
Politics
Progressive
Strong sense of purpose
Culture and Diversity
Most culturally diverse generation
Higher education
than parents
Higher education
More than parents
Technology
Regular television/digital platform interaction
Digital Intermediaries and Digital Immigrants
Politics
Born after Civil Rights era
Involvement in political process
More liberal
Daniel
Culture and Diversity
Celebrate and embrace multiculturalism
Respect diverse in racial composition of ads
Grant
Situation Analysis
- Agent Ramos

Target Market Specifications
- Agent Haines

Product Evaluations
- Agent Cardenas

Market Objectives
- Agent Rabyniuk

Sales Promotions
- Agent Uribe
Full transcript