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Harry Potter Marketing

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on 8 December 2014

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Transcript of Harry Potter Marketing

Harry Potter
Lindsay Cunningham, Johnny Huang, Jichun Lu, Thomas Rogers, Shiloh Tune
A background of Harry Potter
The History of Harry Potter
OWLS analysis
Strengths
Weaknesses
Opportunities
Lapses
Branches of the Harry Potter brand
1. Books

2. Movies

3. Games

4. Merchandise

5. Harry Potter World theme park
Books
Movies
Games
Merchandise
The Wizarding World of Harry Potter
Success thus far
What could have been done differently?
Widely recognized
Enormous and loyal fan base
Family oriented
Relatable
Unique
Invites comparisons to previous works
Where was Peeves in the movies?
The plot is concluded
Market has been saturated
The Harry Potter Universe can continue to be built upon
Can become a story handed down from generation to generation
The hype is still existent
New ideas like Divergent and Hunger Games
Inability to hold attention now that it is over
1990 - JK Rowling begins writing a story about
a boy wizard

1997 -
Harry Potter and the Philosopher's
Stone
is published in the UK
- Scholastic buys US publishing rights

1998 -
Philosopher's Stone
is published in US

2001 - The first Harry Potter film is released

2009 - The Wizarding World of Harry Potter opens
in Orlando, FL

2012 - JK Rowling launches Pottermore website
Target Market
Competitive Advantage
The Marketing Mix
SWOT Analysis
Harry Potter Game
First game released in the US in 2001 by EA.
Followed the plot of Harry Potter Books and Films
Lego version of Harry Potter game published by Warner Bros in 2010.

Target Market
mainly consumers who are in the age group of 13 to 19 (basically teenagers)
audience who follows the book series and movie series

SWOT Analysis
Strength
loyal audience
production cycle
reputation of producer
less competition

Weakness
predictable plot
poor game-play review
value of ownership

Opportunity
evolution of game console
butterfly effect of byproducts
Threat
ending of original material
aging of loyal consumer

Marketing Mix
Product:
They have various merchandises
You can also shop by characters. (Harry Potter,
Lord Voldemort, Hedwig…)

Product:
They have some
interesting products for sale.

They also have
personalized merchandise.

Product:
Prices range of their merchandises are
between $20 and $150.

Price:
Harry Potter’s merchandises are sold at many places
High distribution on Internet
Place:
There is always a discount at
its official online store.
Promotion:
Black Friday & Cyber Monday


http://www.harrypottershop.com
A Nerd Utopia
Shop in Diagon Alley or have a pint at The Leaky Cauldron!
Rides
Shops
More!
Hogwarts Express
Escape from Gringotts
Dragon Challenge
The Forbidden Journey
Honeydukes
Ollivander's Wand Shop
Weasley's Wizard Wheezes
Madam Malkin's
Borgin & Burkes
The Leaky Cauldron
Butterbeer Stands
Character Shows
Hog's Head Pub
Magic!
Marketing By Magic
In 2007, Universal Studios told 7 people from the most popular Harry Potter fan sites and blogs about the Wizarding World of Harry Potter...

In 24 hours, 350 million people had heard the news.
Call in the SWOT
Strengths
Call to crowds
Unique park experience
Quality of attractions
Disgustingly loyal fan base
It's Harry Freaking Potter!!!
Weaknesses
Series losing its novelty
Vacation "off season"
Price of entrance
Crowds
Opportunities
New installments
Merchandising
Prime vacation spot
Cross-promotion
Threats
Other Universal attractions
One-time visitors
That damn mouse...
Rolling in the Galleons
Universal's yearly attendance grew 20%
From 2 million visitors in 2009 to 11.2 million by the end of 2010

Merchandise sold increased Universal's revenue by 41% -- totaling $1.1 billion
That's some
Sirius cash!
The target market for the Harry Potter movies varies widely between children and adults, countries and languages.
Hufflepuff is the best house
The story is compelling, containing elements that everyone can relate to.
Producers took advantage of the books' popularity by releasing the movies at special midnight premieres.
The movies started coming out before the book series finished, so the plot couldn't be spoiled for people who didn't read the books religiously.
Warner Brothers (eventually) encouraged fan-made websites and blogs, which helped generate interest.
Warner Brothers also worked hard to make a film that fans would want more of.
Product: the movies.
Placement: theaters, retailers, digital sellers.
Promotion: Posters, trailers, online fans, books, and special events like midnight premieres.
Price: average price for movie tickets, DVDs, BluRays, and digital files so that they are available to nearly everyone.
Strengths: relatable and exciting plot, good production and acting, and (mostly) family-appropriate content.
Weaknesses: not always faithful to the books.
Opportunities: prequels to the original series and complimentary additions like an adaptation of Rowling's
Fantastic Beasts and Where to Find Them
. In families where the series is popular, it will likely be passed on to future generations.
Threats: Competition from franchises like
Twilight
and
The Hunger Games
, and studios like Disney.
Products
Harry Potter and the Sorcerer's Stone
Harry Potter and the Chamber of Secrets
Harry Potter and the Prisoner of Azkaban
Harry Potter and the Goblet of Fire
Harry Potter and the Order of the Phoenix
Harry Potter and the Half-Blood Prince
Harry Potter and the Deathly Hallows
Fantastic Beasts and Where to Find Them
Quidditch Throughout the Ages
The Tales of Beedle the Bard
Price
The price for each of these texts varies. Originally bringing in almost $60 per volume, they now sell for as little as $6 per volume.

Promotion
Preorder options
Harry Potter book parties
Special or limited edition volumes
Supplemental texts
Special lectures and book signings
Fan Driven- The producers did not build this brand, consumers did
Created a culture and a community
Real world application of previously fictional ideas

Placement
Literally everywhere
450 million copies sold worldwide
Only the Bible, the Qur’an, and Quotations from Chairman Mao have circulated more copies.
Target Market
Originally targeted toward children
Adapted over time to an older audience
SWOT analysis of the Books
Strengths: Hype

Weaknesses: Plot conclusion

Opportunities: Expansion of the universe and supplemental texts.

Threats: Irrelevancy
Most popular book series ever written
Most popular movie series ever produced
Could have expanded product lines
JK Rowling refused to allow Harry Potter to be toys in McDonald's Happy Meals

Could have allowed fan interaction sooner
Full transcript