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Harry Potter Marketing
Transcript of Harry Potter Marketing
Lindsay Cunningham, Johnny Huang, Jichun Lu, Thomas Rogers, Shiloh Tune
A background of Harry Potter
The History of Harry Potter
Branches of the Harry Potter brand
5. Harry Potter World theme park
The Wizarding World of Harry Potter
Success thus far
What could have been done differently?
Enormous and loyal fan base
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
Harry Potter and the Philosopher's
is published in the UK
- Scholastic buys US publishing rights
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
The Marketing Mix
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.
mainly consumers who are in the age group of 13 to 19 (basically teenagers)
audience who follows the book series and movie series
reputation of producer
poor game-play review
value of ownership
evolution of game console
butterfly effect of byproducts
ending of original material
aging of loyal consumer
They have various merchandises
You can also shop by characters. (Harry Potter,
Lord Voldemort, Hedwig…)
They have some
interesting products for sale.
They also have
Prices range of their merchandises are
between $20 and $150.
Harry Potter’s merchandises are sold at many places
High distribution on Internet
There is always a discount at
its official online store.
Black Friday & Cyber Monday
A Nerd Utopia
Shop in Diagon Alley or have a pint at The Leaky Cauldron!
Escape from Gringotts
The Forbidden Journey
Ollivander's Wand Shop
Weasley's Wizard Wheezes
Borgin & Burkes
The Leaky Cauldron
Hog's Head Pub
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
Call to crowds
Unique park experience
Quality of attractions
Disgustingly loyal fan base
It's Harry Freaking Potter!!!
Series losing its novelty
Vacation "off season"
Price of entrance
Prime vacation spot
Other Universal attractions
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
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
The Hunger Games
, and studios like Disney.
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
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.
Harry Potter book parties
Special or limited edition volumes
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
450 million copies sold worldwide
Only the Bible, the Qur’an, and Quotations from Chairman Mao have circulated more copies.
Originally targeted toward children
Adapted over time to an older audience
SWOT analysis of the Books
Weaknesses: Plot conclusion
Opportunities: Expansion of the universe and supplemental texts.
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