pitch perfect 2 deck
Post on 18-Aug-2015
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TRANSCRIPT
The Brains behind the Bellas
Alto
Annalisa
DiTano
Double Base
Carin Crayne
Soprano
Marian Tordecilla Alto
Arielle Neal
Base
Sarah Foster
SWOT………………………………………………………………………………………………………………….…….…………..4
Company Background…………………………………………………………………………………..………………………..5
Film Overview………………………………………………………………………………………………….……………….......6
Competitive Analysis………………………………………………………………………………………………...……....7-14
Target Market …………………………………………………………………………………………………………..…...15-16
Brand Name……………………………………………………………………………………………………………....…….…..17
Packaging Considerations…………………………………………………………………………………………....….18-21
Channels of Distribution …………………………………………………………………………………………………...22
Pricing……………………………………………………………………………………………………………...…………….…..23
Marketing Objectives and Strategies……………………………………………………………………....……….…..24
Budget…………………………………………………………………………………………………………………....……….….25
Partnerships…………………………………………………………………………………………………………....….……...26
Trade and Consumer Objectives………………………………………………………………………………....………...27
National Publicity …………………………………………………………………………………………..…………………28
TV Spots………………………………………………………………………………………………………………...……….29-34
Magazine Spot…………………………………………………..……………………………………………………...…....……..35
Mall Advertisments…………………………………………………………………………………………………..………..36
Pizza Hut Promotion………………………………………………………………………………………………….………..37
Taco Bell Promotion…………………………………………………………………………………………....………...……..38
POP Program………………………………………………………………………………………………………....………….….39
VH1 Sponsorship ………………………………………………………………………………………………………….……..40
iHeart Radio Sweepstakes…………………………………………………………………………………….…....……41-42
Mash-up Contest………………………………………………………………………………………………….……………..43
Silent Disc……………………………………………………………………………………………………..……..…………….44
Social Media Promotion……………………………………………………………………..………………………….……..45
College Campus Exposure………………………………………………………………………………………….…… 46-48
Product Advertisements……………………………………………….……………………………………………………. 49
Timeline………………………………………………………………………………………………….…………………………. 50
Tab
le o
f C
on
ten
ts
SWOT Analysis
Strengths: ● Loyal fan base
● Catchy tunes from popular artists
● Has fans of all ages
● Internationally known
Weaknesses: ● Lost of interest in purchases of DVDs
● Males may not be interested
● Fans of the previous movie may have
higher expectations for the sequel
Opportunities: ● Social media can gain attention from those
who weren’t initially interested
● “Retailtainment”
● Numerous promotions through partners
● DIfferent contests and sweepstakes held to
promote the DVD
Threats: ● Other comedies released during the same
month
● Loss of consumer interest
● Piracy
● Decline in sales of DVDs in general
Universal Pictures is an American film
studio owned by Comcast through its
wholly-owned subsidiary NBCUniversal.
The distribution and other corporate offices
are in New York City, while the production
studios are in Universal City, CA.
Company Background
It was founded by Carl Laemmle, Mark Dintenfass,
Charles O. Baumann, Adam Kessel, Pat Powers,
William Swanson, David Horsley, and Jules
Brulatour in 1912. It is the world’s fourth oldest film
studios as part of Hollywood’s “Big Six” film
studios. Films distributed by Universal include
E.T., Jurassic Park, Despicable Me 2, Meet the
Fockers, Jaws, and Furious 7.
Pitch Perfect 2: Overview
Synopsis: after a wardrobe
malfunction involving fat amy and the
president, the barden bellas enter an
international competition that no
american group has ever won. can
the bellas win the gold and earn back
their status and right to perform.
Production company: Gold circle
films
Distributed by: universal pictures
Director: Elizabeth Banks
Rating: pg-13
Competitive Analysis
Direct Competition:
Competitive Analysis
Target Market:
18-55 yrs;
Predominantly
Women
Product Strategy /
Distribution
● Single feature
● Comedy
● Close release
date to Pitch
Perfect 2
Film Release Date:
June 5,
2015
Market Outlook
Competing Title: Spy
Release Date: June 5, 2015
Director: Paul Feig
Genre: Comedy/Action
Synopsis: Susan Cooper (Melissa McCarthy) is an unassuming, deskbound CIA
analyst, and the unsung hero behind the Agency's most dangerous missions. But
when her partner (Jude Law) falls off the grid and another top agent (Jason
Statham) is compromised, she volunteers to go deep undercover to infiltrate the
world of a deadly arms dealer, and prevent a global disaster.
Strengths:
● Appeals to a wide variety of audiences
● Stars new and favorable actors and actresses
● The film debuted to strong reviews at the SXSW Festival back in March
Weaknesses:
● Long run time, could lose audience’s attention
Competitive Analysis Market Outlook
Competitive Analysis
Direct Competition:
Hot Pursuit
Target Market:
13-55 yrs;
Predominantly older
Women
Product Strategy /
Distribution
● Single feature
● Comedy with
strong female
characters
● Close release
date to Pitch
Perfect 2
Film Release Date:
May 8,
2015
Competing Title: Hot Pursuit
Release Date: May 8, 2015
Director: Anne FLetcher
Genre: Action & Adventure/Comedy
Synopsis: In "Hot Pursuit," an uptight and by-the-book cop (Reese
Witherspoon) tries to protect the sexy and outgoing widow (Sofia
Vergara) of a drug boss as they race through Texas, pursued by
crooked cops and murderous gunmen.
Strengths:
● Appeals to strong women due to strong women leading roles ● ad debuted at No. 1 on the Movie Commercial Tracker, with an
estimated $9.5 million spent on 1,115 national airings across 39
networks led by MTV and VH1.
Weaknesses:
● “Chick Flick”, does not appeal to male audiences
Competitive Analysis Market Outlook
Competitive Analysis
Direct Competition:
Avengers:
Age of Ultron
Target
Market:
Men and
women ages
13 and up;
Marvel Fans
Product Strategy /
Distribution: ● Popular
franchise
● Epic Series
based off
comic books
● Promoted at
Comic-Con
● Same release
month as Pitch
Perfect 2
Film Release Date:
May 1,
2015
Competing Title:
Release Date: May 1, 2015
Director: Joss whedon
Genre: Action & Adventure, Science Fiction & Fantasy
Synopsis: Joss Whedon returns to write and direct the follow-up to the
ultra successful Avengers film. The picture completes Marvel Studios'
Phase 2 films, which includes Thor: The Dark World, Captain America:
Winter Soldier, Edgar Wright's Ant-Man, and Guardians of the Galaxy.
Strengths:
● Well-known franchise
● Huge fan base
● Numerous advertising and marketing campaigns
● Huge part of Comic-Con
Weaknesses:
● Long run time, could lose audience’s attention
Avengers: Age of Ultron
Competitive Analysis Product Substitutes
Product Substitute:
Product Strategy:
● Online streaming featuring
movies and TV shows
● Monthly fee of $7.99
● Unlimited viewing time
Product Distribution:
● Anyone can view online at
any time
● Can stream through
computers, smart phones,
and other various devices
● Mobile App
● Movie releases after
several months after DVDs
● Mail Delivery
Product Substitute:
Competitive Analysis Product Substitutes
Product Strategy:
● DVD rental
● Very Affordable
● Convenient; can be
found in most
grocery stores
Product Distribution:
● DVD Rental machine
that can be found in
most grocery
/convenience stores
● DVDs found in
RedBoxes have
been already
released on DVD for
1-2 months
Target Market
Age:
● College Students all over the country
Gender:
● Male and Female
Market Size:
● 85% of Americans own a DVD player
● 7% of Americans are enrolled in
College
● Overall Size of Target Market- 20
million
Discretionary Funding:
● 117 Billion Dollar Spent Annually
Demographics and size
Target Market Psychographics
Personality
● spontaneous
● observant
● young
● impulsive
● compassionate
● passionate
● caring
● motivated
● enthusiastic
Values
● motivated by self
expression
● goals are set for
graduating
● strive for attention
● want success
Lifestyle
● seek variety and
excitement
● risky
● savor the new
● college life
● won’t pass up a
good time
Brand Name
The First pitch Perfect movie was loosely
adapted from Mickey Rapkin’s non-fiction Novel
Pitch Perfect: The Quest for Collegiate A
Cappella Glory. Thus the film was born and
filming concluded in December 2011, Baton
Rouge, Louisiana. It premiered in Los Angeles
September 2012 and was a massive success
with positive reviews from critics. It became a
sleeper hit and the film earned over $113 million
worldwide, making it the second highest grossing
music comedy film, just behind School of Rock.
Packaging Considerations- 3 DVD Covers
Standard The standard DVD’s in the promotion will also carry the the IRC on the front
of the boxes, encouraging more sales of DVD’s.
Pricing: $19.99
(Found inside DVD) +the last 3 digits of barcode
Terms and Conditions apply, more info
on the reverse
TEXT CODE:
Iheartsweepstakes+ t
TEXT CODE:
Packaging Considerations- 3 DVD Covers
Iheartsweepstakes+ t
TEXT CODE:
Blu Ray
● Promotion will also cover blu Ray copies
of the DVD as seen on the front of the
box
● Also available on the Blu Ray 3D
Pricing: $29.99
Packaging Considerations- 3 DVD Covers
Iheartsweepstakes+ t
TEXT CODE:
Deluxe Edition ● This premium edition will not only
contain the standard disc but the
standard XL edition Disc and the blu
Ray Copy.
● The standard XL disc will also have
sing-a-long feature from the Pitch
Perfect Soundtrack and will have
covers by other artists Also
● The Box will also contain a flashdrive
with the software for anyone (Dj or
non DJ) to create their own mash-up
of the Pitch Perfect Soundtrack to
enter the ‘Mash-Up’ competition.
Limited Edition “Treble Maker” Box Set
Specialised box set will include:
● The deluxe edition discs
● Decorative Cases
● Pitch Perfect T-Shirt
● Bluetooth compatible speakers
● Free digital download of the
soundtrack
Channels of Distribution
Social Sites
Snapchat
In Store
Target
Walmart
Cosco
Best Buy
Ralphs
CVS
Digital Retailers
Amazon
Ebay
Google Shop Magazine Spot
Cosmo
TV Spots
Major league baseball
Ellen show
Jimmy Fallon
Target commercial
VH1
Radio Spot
iHeartradio
Events Associated with
partners
Red Bull events
VH1 events
iHeartradio events
target events
DJ hero
Pizza hut/ Taco Bell
Dixie
Marketing Strategies: ● create anticipation and
excitement for dvd release
● raise awareness of the release
of the film on dvd
● incentivize dvd sales with unique
and exciting promotions
● propel dvd sales within all
channels of distribution
Marketing Objectives: ● $90,000,000 in Domestic dvd
sales
● 6,000,000 units sold
domestically within 12 months of
release
● $25,000,000 in Domestic Blu ray
sales
● 2,000,000 units sold
Domestically within 12 months of
release
marketing objectives & strategies
Bu
dg
et
Radio $50,000
Alternative Media $175,000
Sweepstakes $40,000
Special Events/Travel $200,000
TV Advertising $50,000
Magazine $100,000
Retailtainment $250,000
Partnerships $75,000
Playoffs $2,000,000
Total Costs $2,940,000
Trade and Consumer Objectives
Trade
1. Get the product (DVDs) into at least 100
retail channels of distribution- All of these
national Target stores, holding all 3
editions of the DVDs.
2. Partner with a major retail corporation
and consumer food partners to enable us
to obtain the front of store priority
position to access the retailtainment
points in stores and primary promotional
areas.
3. A high amount of shelf space in stores
and promotions through other areas of
retailers, eg food aisles to encourage
more sales.
Consumer
1. Sign at least two branded
partnerships with popular products
2. Developing new possibilities to
product more products to increase
awareness and interest
3. The ability to utilize the said
partnerships to encourage further
sales in the Blu Ray and Deluxe
editions.
4. Give the consumers multiple
opportunities to participate in
various promotional opportunities eg
Sweepstakes
● The “Bellas” appear during a
baseball game
● The Bellas Perform an acapella
performance of the National
Anthem
● “Fat Amy” throws the “Perfect first
pitch”
TV
Spots
TV
Spots ● Interviewed by Ellen
● The Bellas teaches Ellen “The Cup
Song”
● Ellen introduces newest feature on her
“Heads Up” app featuring hit songs
from “Pitch Perfect 2”
● The Bellas demonstrate the app on
Ellen by competing with each other
● Ellen gives the new Pitch Perfect 2
DVD, signed by all the Bellas, to her
audience
TV
Spots
● Commercial featuring the Bellas
dancing and singing
● Promote the DVD through
Target’s newest promotion:
Target Style
Acapella,
Target Style
TV
Spots
The VH1 Save The Music Foundation is a
non-profit organization dedicated to
restoring instrumental music education in
America's public schools, and raising
awareness about the importance of music
as part of each child's complete
education. All products bought 10%
goes towards save the music
foundation.
The Bellas endorse VH1’s Save the
Music Foundation through
commercials on VH1.
TV
Spots
● The Bellas appear on “The Tonight
Show” starring Jimmy Fallon
● The Bellas compete against each
other in the “Lip Sync Battle”
Lip Sync
Battle
ANNA
KENDRICK,
BRITTANY
SNOW, AND
REBEL
WILSON shows us how to reach
the “Perfect Pitch”
BRING
YOUR “A”
GAME TO
BED give him the time of his life
SEXY LITTLE WORKOUT 2 weeks to
tight cheeks
Could
your man
be GAY? 7 signs he could be
Pitch
Perfect 2 Edition
● Cosmopolitan magazine
features some of the Bellas from
“Pitch Perfect 2”: Anna
Kendrick, Brittany Snow, and
Rebel Wilson
● Magazine features an interview
asking about their roles in “Pitch
Perfect 2”
● The girls give some pointers on
how to hit the “perfect pitch”
Magazine Spot
Mall Advertisements
Mall billboards will be
located by entrances and
outside of major
department stores.
Placed in all major malls
located in the U.S
They will promote the DVD
release of the film
Pizza Hut Promotion
Fat Amy Style!
$ 22 99
Try the Fat Amy
Box and get 10%
off the Pitch
Perfect 2 DVD at
Target!
Try the Fat Amy
Box and get 10%
off the Pitch
Perfect 2 DVD at
Target!
10% OFF COUPON
Pitch Perfect 2
@ TARGET Cut me out and take me with you!
Terms and Conditions apply
Taco Bell Promotion
TacoBella Performance
Meal ● 2 Burritos
● 3 Doritos Taco
● Crunch Wrap
● Cinnamon Twists
● Large Soda
10% OFF COUPON
Pitch Perfect 2
@ TARGET Cut me out and take me with you!
Terms and Conditions apply
Performance
Taco Bella Meal
Limited
Time Only
Me
al
the recorder in box
Point of Purchase Program
Match Fat Amy’s Pitch!
PITCH
These stands will
be in most Target
stores. A 3D Fat
Amy will be setting
different pitches
for consumers to
test their singing
ability. Sing into
the pitch-meter
and see how well
you can pitch!
iHeartRadio Festival Sweepstakes
Win a trip for two to Las Vegas for
the iHeartRadio Music Festival 2015!!
➢ Who we’re targeting: Young fun, music-loving individuals. Those who are most likely to purchase dvds as well as
attend music festivals. Need to Be 18 Years or older
➢ Methods of entry: Participants may enter through a coupon code present on all pitch perfect dvds. Contests requires
entry through submission of video via social media hashtags.
➢ Prizes: Prize includes two tickets to the iHeartRadio music festival as well as an all inclusive 3-day, 2-night stay in the
mgm grand las vegas. dj hero prize includes a 2-hour set in the silent disco tent at the iheartradio festival one one of
the 2 days of the festival. as well as merchandise, publicity, a write-up on iheartradio.com, and exposure through
iheartmedia.
➢ No cash substitutes: winner must accept prize as is or forfeited.
➢ Timing specifics: dvd sales will begin in july 2015. Sweepstakes ends august 25th 2015. winners will be selected via
random drawing and notified between 08/27/15 and 08/31/15.
➢ Notifications: Winners will be notified via telephone numbers provided.
➢ Disqualifications: participants will be disqualified if false information is given.
➢ Cancellation clause: if sweepstakes is cancelled for any reason a public statement will be made. A text message and
email will be sent out as well.
➢ Liability: iheartradio is liable for any charges incurred at mgm grand las vegas and on the iheartradio music festival
grounds. All other charges are the responsibility of the guests.
➢ Affidavit of eligibility: Affidavit must be signed and submitted electronically or postmarked by september 5, 2015.
➢ Statement of publicity rights: Permission to use winners names and photos need to be given at the time of
submission.
Sweepstakes/Contest Rules
Mash-Up Contest
● A mashup contest will be held along with
the sweepstakes
● with the purchase of the deluxe dvd will be
playlist and instructions to create mashup
● submit mp3 or video via social media
● #pp2mashupcontest
● #iheartradiofest
● Winners will receive one-on-one lessons
with a celebrity dj
● dj a set at silent disco tent at iheartradio
fest
● Mix will be downloadable for purchase
through iheartradio app
You could be an
iHeartRadio Silent Disco
The two winners of the
Mash-up DJ competition will
have the opportunity to play
at iHeartradio first ever
silent disco at their festival
in the DJ Hero tent!
Social Media- Sweepstakes & contest
#pitchperfectmashup #iheartradiofest
Purchase PP2 Deluxe DVD today for your chance
to win
On DVD Now
Can you mashup like Becca? Show Us What you
got!! #mashupcontest #pitchperfect2dvd #deluxe
DVD in
stores
now!!
Mashup Contest will be
promoted through various
social media sites
#PitchPerfectMashup
#MashupContest
#PitchPerfect2DVD
#Deluxe
#Silent Disco
“Red Bull Pong”
-grabs attention
-plays hit songs from movie
-raises movie awareness
-wakes students up
College Campus Exposure
College Campus Exposure
“Sing along with the
Bellas”
Guess that song game!
Guess 10 songs from the top
hits in the movie get a $20 gift
card for iheartradio
purchases.
-grabs attention
-plays hit songs from
movie
-raises movie
awareness
-puts students’ minds at
ease for a minute
-reminds them to buy
DVD to enter
sweepstakes
Flyer passed out on college campuses
Purchase any
size Dixie Cups
or Red Bull and
receive 10 %
off DVD
Purchase Pitch Perfect 2 on
DVD to enter our sweepstakes!
WIN 2 TICKETS
AND A 2 NIGHT
STAY IN
VEGAS!
WIN
INSTANTLY!!!
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