Copy of Into The Woods

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  1. 1. Nicholas Mar Katherine Kinnel Mahsa Eskandari Ethelyn Martiz Christopher Allen Aaron Tang
  2. 2. Table of ContentsContents Situational Analysis 3 Plot Synopsis 4 SWOT 5 Company Background 6 Competitive Analysis 7 Target Market Specifications 11 Primary Market 12 Secondary Market 13 Product Evaluation 14 Brand Name 15 Channels of Distribution 16 Packaging 17 Pricing 19 Corporate Social Responsibility 20 Make-A-Wish 21 Promotional Program 22 Budget 23 Objectives 24 Media Promotions 25 Social Media 26 TV Advertisement 30 Print Advertisement 31 Online Advertisement 32 Disneyland Promotion 32 In-Store Promotions 35 Disney Infinity 39 Sweepstakes 41 Coke Scavenger Hunt 42 Sweepstakes Rules 44 Advertising Calendar 48 Contact Us 50 2
  3. 3. Table of Contents Situational Analysis 3
  4. 4. Table of ContentsPlot Synopsis Into the Woods combines the well-known fairy tales of Cinderella, Rapunzel, Jack and the Beanstalk, and Little Red Riding Hood with the story of the Baker and his Wife who desperately want a child. Unfortunately, the Baker and his Wife have been cursed with childlessness by a witch and must perform various missions involving the characters in the other fairy tales to break the spell. The Baker and his Wife must bring the witch a cow as white as milk, a cape as red as blood, hair as yellow as corn, and a slipper as pure as gold. After a series of failed attempts, the Baker and his Wife finally are able to perform the tasks necessary to break the spell. Once the characters have accomplished their goals, however, they learn about the pitfalls of greed and gluttony. Finally, they learn about their need for community and family when they must unite to fight against the wife of the giant Jack killed who has decided to come back for revenge. 4
  5. 5. Strengths: Disneys loyal fanbase Only company to produce a live action fantasy films except Snow White and the Huntsman Theme parks to promote movie Disney owned channels and radio stations Includes several fairy tales some of which are mainstream Disney stories HBO on demand etc., allows for a limited time rental Weaknesses: Redbox takes away from the purchase of the Blu- ray/DVD Many just want to rent it for a night versus buying the DVD The popularity of DVDs/Blu-rays is declining People are digitally downloading their movies Opportunities: Reach an older audience Disneys first movie that has been taken from a broadway musical A new market for introducing new twists to fairy tales that we grew up watching and reading. Threats: Competing movies that will be released around the same time (Summer releases) Other productions releasing similar movies will take away from our market share Illegal downloading and streaming can hurt the movies profit margin. SWOT 5
  6. 6. Table of ContentsCompany Background: Disney The Walt Disney Company began in 1923 Almost a century later the company is now a leading international entertainment and media enterprise which Comprises of five segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. The Walt Disney Company still embodies its values and aims to create memorable experiences for their fans and consumers, through their products, films, and theme parks. The company has an estimated value of $142 billion. 6
  7. 7. Table of ContentsCompetitive Analysis Major movies that are premiering at the same time as Into The Woods that target the same segments (October-December). Though there are no release dates set as of yet for these movies, we can assume that they will be released around the same time as Into The Woods. 7
  8. 8. Table of ContentsThe Book of Life (Fox) In Theatres: October 17th Director: Jorge Gutierrez Synopsis: THE BOOK OF LIFE, a vibrant fantasy-adventure, tells the legend of Manolo, a conflicted hero and dreamer who sets off on an epic quest through magical, mythical and wondrous worlds in order to rescue his one true love and defend his village. 8
  9. 9. Table of ContentsBig Hero 6 (Disney/Pixar) In Theatres: November 7th Director: Don Hall, Chris Williams Synopsis: With all the heart and humor audiences expect from Walt Disney Animation Studios, Big Hero 6 is an action-packed comedy-adventure about robotics prodigy Hiro Hamada, who learns to harness his geniusthanks to his brilliant brother Tadashi and their like-minded friends: adrenaline junkie Go Go Tamago, neatnik Wasabi, chemistry whiz Honey Lemon and fanboy Fred. When a devastating turn of events catapults them into the midst of a dangerous plot unfolding in the streets of San Fransokyo, Hiro turns to his closest companiona robot named Baymaxand transforms the group into a band of high-tech heroes determined to solve the mystery. 9
  10. 10. Table of ContentsAnnie (Sony) In Theatres: December 19th Director: Will Gluck Synopsis: Ever since her parents left her as a baby, little Annie (Quvenzhan Wallis) has led a hard- knock life with her mean foster-mother, Miss Hannigan. However, that all changes when hard- nosed billionaire and mayoral candidate Will Stacks (Jamie Foxx) takes her in on the recommendation of his advisers (Rose Byrne, Bobby Cannavale). Stacks believes that he's Annie's guardian angel, but the plucky youngster's confidence and sunny outlook may mean that Annie will save Will instead. 10
  11. 11. Table of Contents Target Market Specifications Youre dead if you only aim for kids. Adults are only kids grown up, anyway. -Walt Disney 11
  12. 12. Table of ContentsPrimary Market Demographic Characteristics: Ages: 13-34 Year Old (Generation Y or Millennials), both males and females Psychographic Characteristics: Technologically savvy, highly involved with social media, open to new information and experiences, probability to have families, spontaneous decision makers Size of Target Market: ~98 million 12
  13. 13. Table of ContentsSecondary Market Demographic Characteristics: Ages: 35-55 Year Old (Generation X), both males and females Psychographic Characteristics: More inclined to be brand loyal, independent, less open to new information and experiences, most likely to have families Size of Target Market: ~84 million 13
  14. 14. Table of Contents Product Evaluation 14
  15. 15. Known for family fun. Most movies are going to be within the rated G - PG-13 range. They are known globally for their theme parks and classic movies. Brand Name 15
  16. 16. Channels of Distribution Our main retailers will be Target, Walmart, Bestbuy, and Amazon. The Disney website will provide numerous options to purchase the DVD/Blu-ray. It will be available to other retailers by contacting Buena Vista Distribution (Disney) 16
  17. 17. Table of ContentsPackaging In order to minimize shipping costs and wasted space, rectangle boxes (that may or may not be larger than usual DVD size) should be used. For promotional items proposed, they can be shipped normally through boxes to the retailer. 17
  18. 18. Table of ContentsPackaging Collectors Edition/Box Set Available through the Disney Movie Club Until Supplies Last Different Covers for all 5 CDs Includes Soundtrack Extras, Directors Cut, Bloopers, Alternate Scenes, Sing Alongs, and Blu- ray/DVD Version with a digital copy 18
  19. 19. Table of ContentsPricing MSRP: DVD prices for just the straight DVD, no digital download or extras will be priced at $14.99. Blu-ray prices will be $21.99. The collectors edition will be priced at $27.99. 19
  20. 20. Table of Contents Corporate Responsibility 20
  21. 21. Table of ContentsMake-a-Wish Make-A-Wish foundation grants the wish of a child who is facing a life-threatening medical condition, and they believe that a wish experience could be a game changer. By donating a portion of our proceeds to this foundation, Make-A-Wish will be able to add to their fund. The wish of many younger children whose parents cannot afford to take them to Disneyland, this could be their chance to experience it. For every DVD/Blu-Ray purchased, one dollar will be donated to Make-A-Wish foundation up to one million dollars. 21
  22. 22. Table of Contents Promotional Program 22
  23. 23. Table of ContentsBudget Advertisements: Online - Print - TV- Radio- Promotions- POP- Coke scavenger hunt- Sweepstakes - Disneyland scavenger hunt- 23
  24. 24. Objectives Sales Volume: (Goal for the first year) DVD Sales 8,000,000 DVD Copies $120,000,000 Revenue Blu-Ray Sales 6,500,000 Blu-Ray Copies $130,000,000 Revenue 24
  25. 25. Media Promotions Use all forms of media (print, TV, Radio) and social media (Twitter, FB, Instagram, Snapchat, Youtube) to promote the DVD/Blu-ray release of the movie. Short TV commercials featuring the trailer, with Now on DVD or Out on DVD June 2nd Sponsored Advertisements will be placed on every major social media site. 25
  26. 26. Social Media- Facebook Facebook allows users to post news and personal experiences about the movie. Use hashtags to advertise our promotional campaign and spread news about the movie and our product 26
  27. 27. Social Media- Twitter Twitter allows for the quick sending of messages to a wide audience. Twitter can convey information about different events or updates With the release of the movie, the followers will potentially increase 10x 27
  28. 28. Social Media- Instagram Instagram is a popular outlet for fans to express their opinions about certain movies, promotions, etc. Keep fans up-to-date about different promotions and provide never-before-seen pictures and clips Allows fans to spread the word through a click #IntoTheWoods helps people find pictures and information 28
  29. 29. Social Media- YouTube Allows fans to relive moments of the movie and their favorite songs Allows for behind-the-scenes footage and interviews