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Consumer Behavior - Pixar
Transcript of Consumer Behavior - Pixar
Entreprise de materiel informatique. Produit Pixar image computer ===> organismes gouvernementaux/medical et disney
Beganign: 1979 as graphics group (Lucasfilm,Ed Catmull)
1986: independent company
1995: Alliance with Disney, as an exclusive distributor
2006: Pixar became a subsidiary of the Walt disney company
Company Objective "To combine proprietary technology and world-class creative talent to develop computer-animated feature films with memorable characters and heartwarming stories that appeal to audiences of all ages." Memorable characters and heartwarming stories 3D computer graphics Technic, creatitivity and
production capabilities Emeryville, California American CGI (computer-Generated imagery) film studio Introduction Pixar has accounted for nearly a quarter of the animation box office in recent years.
Its films are released by Disney, which in 2006 bought Pixar for $7.4 billion.
It made the studio a subsidiary of Disney and made Pixar Chief Executive Steve Jobs the largest holder of Disney stock, with about a 7% stake. Competitors
Toy Story 3 is the highest-grossing animated
movie of all time, making over $1 billion. Stock worth: $37.36 Pixar made 11 feature films,
all 11 isamong the top 50
highest grossing animated movies 1995 1998 1999 2001 2003 2004 2006 2007 2008 2009 Current State Current State Marketing mix PIXAR pricing strategy is based on the cost of production of it animated films.
Pixar's objective is to combine proprietary technology and world-class creative talent to develop computer-animated feature films.
Pixar prices on their films are relatively cheap for their consumers to afford compare to their competitor.
PIXAR, pricing strategy is to use price to signal high quality in an attempt to position the product as the quality leader compare to their competitors. Price Pixar’s, films ranges and how it is used is a function of the marketing mix. The range may be broadened or a brand may be extended for tactical reasons, such as matching competition or catering for seasonal fluctuations.
Pixar’s films may be repositioned to make it more acceptable for a new group of consumers as part of a long-term plan.
Pixar Animation Studios has long believed in making short films, using three - dimensional Computer animation to tell a story.
But they are mostly made for one simple reason: LOVE OF THE ART.
With this tactical approach in their product positioning it has been advantageous for Pixar’s films to be far above it competitors like dream works animation, Lucas film and Jim Henson co.
Product Promotion is the business of communicating with customers. It will provide information that will assist them in making decision to purchase a product.
Obviously creativity knows no bounds at Pixar studios, Their Toy Story 3 promos have gone viral across the world, and are intensely popular in Japan, Western Europe, America and other part of Asia.
PIXAR often use new films to introduce Latest films promos, in the form of videos. Promotion Place is concerned with various methods of transporting and storing goods, and then making them available for the customer. Getting the right product to the right place at the right time involves the distribution system. The choice of distribution method will depend on a variety of circumstances. It will be more convenient for some manufacturers to sell to wholesalers who then sell to retailers, while others will prefer to sell directly to retailers or customers.
PIXAR films mostly can be easily accessible to their customers, all Pixar films can be purchased at Disney stores, can be bought online e.g. amazon.com etc Place
GENDER: male, female
AGE: kids, teens, youth, adult,
GEOGRAPHY: urban, rural
SOCIAL CLASS: lower, middle, upper Segmentation Boys and girls
3 -45 years old
Urbanized metropolitan area
Targeting Environmental policy
Customer focus is number one goal
Fast-paced production with dimensional computer animation ( 3 D )
Positioning Future State expand creativity => expand markets
more realistic, human touch to certain PIXAR movies
include today’s topics such as technology, Internet, urbanization, internationalization [ e.g. ‘UP’ (2009)]
possibility to focus on artistic side of PIXAR [ e.g. publish a comic book about its characters ] => represent a different image of PIXAR! Expansions of Creativity merger with Disney in 2006
collaboration has a great potential, however:
danger to be swallowed up by Disney [ powerful company with $63.1 billion in assets in 2009 ],
if Disney as endorsement brand => PIXAR more attractive to customers?!
Disney Pixar is surely market leader in animation/3D film branch => should benefit from this reputation
target new groups, expand their market [ audience of older age, i.e. 20+]
create more realistic movies as mentioned in 1.
focus on market research, see what this age group asks for
Exhaust New Markets Use of the Internet as Huge Potential very advanced website => focus on this and offer an eChannel
eChannel: provide a subscription for PIXAR short movies [ inspiration for feature films, length of ca. 60 minutes ]
create eBooks for PIXAR comic books as mentioned in ‘i. Expansions of Creativity’
Future State A Proposial for Performing Improvement
ESG consumer marketing team:
Adeosun Femi Philip Presented by Conclusion 1st Computer-animated movie
RenderMan Image rendering
Accounted for ¼ of box office
Films released by Disney
Celebrating 25 years of animation (2011)
Expanding market: Pixar Canada Many of Pixar’s fiscal success have been almost certainly as a result of their affiliation with Disney. However, credit must be given to Pixar because of its innovation, leadership, and example in this bourgeoning industry.
It is very likely that Pixar will continue to be a successful company. Most if not all indicators of financial strength show that Pixar is presently a very well performing company. And now future expected earnings show that Pixar is expected to grow. Thanks for your attention ! Insight