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Transcript of Marvel Presentation
Factors Issue 2 Issue 3 Issue 4 Introduction
Marvel’s Key Success Factors
Issues and Solutions
Recommendations About Marvel Oldest collections of fictitious characters such as Spiderman, X-Men, Ironman, and The Hulk.
First comic books came out in 1939
Marvel Universe provides a common background for all characters
Think of 4,700 characters as families instead of individuals. Marvel History 1930’s to 1980’s- Marvel Comics failed at first, thrived towards the end
1980’s to 2000’s-Marvel Entertainment Group thrived in the 80’s but filed for bankruptcy by the end of the century
2000’s to 2005-Marvel Enterprises, Inc was debt free by 2004, had three main strategies Marvel Divisions Comic-Book Publishing: Products: Two main products, periodicals and graphic novels, had an aggressive publishing schedule
Customers: Male teenagers and young adults between 13-23 years old Toys: Licensing with TBW, kept quality control Products: Electronic Hulk Hands and Spiderman Web Blaster, exemplified creativity and simplicity, toy design directed by upcoming movies
Customers: boys ages 4-12, and collectors Licensing: Main competitors: Bandaid, Hasbro, and Mattel
Products: motion pictures, video games, clothing, footwear, school supplies, food products, sweepstakes, theme parks Industry Specific Bonus: Cross-Sell through Media relations. Licensing or Producing? Should Marvel continue on licensing out their stories and characters or produce other entertainment products on their own? Solution: Continue give license to other companies for the characters. - Too risky.
- May not be able to compete with existing company. New Market Marvel has a extremely focused target market. Solution: Open up for new potential market, such as female market - Focus more on the existing female characters Same artists with DC Marvel is sharing same artists with DC, one of their competitors
Public does not know the difference Solution: Should put more efforts into popularizing not only characters but also brand name. Recommendation Recommendation Discussion Issue 5 Overlook International Competitors Marvel only thinks DC as competitor
There are many competitors outside of U.S; especially in Japan Solution: Make their characters internationally competitive against competitors Questions? Target/catch opinion leaders. i.e. comic book gurus etc. Combine existing characters Issue 1 Sustain success in coming years? Is Marvel's success dependent on a limited set of popular characters (e.g. Spiderman)
Keep the original model; and make majority of the profit off Spiderman?
Or is it time to make their lesser-known characters more popular? Solution: Marvel should make their lesser-known characters more popular Branching out to lesser-know characters will allow more profits; People will still follow Spiderman along with Ironman, Fantastic
Four etc. Spiderman is already very well known; people know about it without any marketing If they do not differentiate them from DC, it is hard to make their name valuable. Hire different designers. Pay a close attention to other competitors besides DC Refresh key character's stories, so younger generations know the plot Do not rely on only one character as this can lead to overexposure Focus on motion pictures Creative Setup/ Human Capital Good customer relations Bring in new readers, by refreshing the popular character stories for younger generations A holistic approach towards character Good Distribution Network/ Retailer relations