Nicholas MarKatherine KinnelMahsa EskandariEthelyn MartizChristopher AllenAaron Tang

Table of ContentsContentsSituational Analysis 3

Plot Synopsis 4SWOT 5Company Background 6Competitive Analysis 7

Target Market Specifications 11Primary Market 12Secondary Market 13

Product Evaluation 14Brand Name 15Channels of Distribution 16Packaging 17Pricing 19

Corporate Social Responsibility 20Make-A-Wish 21

Promotional Program 22Budget 23Objectives 24Media Promotions 25Social Media 26TV Advertisement 30Print Advertisement 31Online Advertisement 32Disneyland Promotion 32In-Store Promotions 35Disney Infinity 39

Sweepstakes 41Coke Scavenger Hunt 42Sweepstakes Rules 44

Advertising Calendar 48Contact Us 50

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Table of Contents

Situational Analysis

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Table of ContentsPlot SynopsisInto 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.

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Strengths:● Disney’s 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 DVD’s/Blu-rays is declining

○ People are digitally downloading their movies

Opportunities:● Reach an older audience● Disney’s 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

movie’s profit margin.

SWOT

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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.

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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.

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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.

○

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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 genius—thanks 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 companion—a robot named Baymax—and transforms the group into a band of high-tech heroes determined to solve the mystery.

○

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Table of ContentsAnnie (Sony)In Theatres: December 19th

Director: Will Gluck

Synopsis: Ever since her parents left her as a baby, little Annie (Quvenzhané 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.

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Table of Contents

Target Market Specifications

“You’re dead if you only aim for kids. Adults are only kids grown up, anyway.”-Walt Disney

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Table of ContentsPrimary MarketDemographic 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

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Table of ContentsSecondary MarketDemographic 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

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Table of Contents

Product Evaluation

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● 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

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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)

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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.

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Table of ContentsPackaging ● Collector’s Edition/Box Set

○ Available through the Disney Movie Club

○ Until Supplies Last○ Different Covers for all 5

CDs○ Includes Soundtrack○ Extras, Director’s Cut,

Bloopers, Alternate Scenes, Sing Alongs, and Blu-ray/DVD Version with a digital copy

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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 collector’s edition will be priced at $27.99.

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Table of Contents

Corporate Responsibility

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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.

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Table of Contents

Promotional Program

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Table of ContentsBudget

Advertisements:Online - Print - TV- Radio-

Promotions- POP- Coke scavenger hunt- Sweepstakes - Disneyland scavenger hunt-

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ObjectivesSales 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

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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.

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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

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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

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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

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Social Media- YouTube

● Allows fans to relive moments of the movie and their favorite songs

● Allows for behind-the-scenes footage and interviews

● Will be popular long after the DVD has come out

● Watch out for piracy through YouTube

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Table of ContentsTV Advertisement● 30 seconds-1 min

commercial played on:○ Disney Channel○ ABC○ A&E○ ESPN

● Premier commercial during ABC’s Once Upon A Time○ Possible collaboration

episode

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Table of ContentsPrint Advertisement

● Two-page advertisement in the following publications:○ TV Guide○ Entertainment

Weekly○ Disney Magazine○ Empire Magazine○ Total Film

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Table of ContentsOnline- Disney Website

● Games for children to play● Creates interest with kids in

the younger age spectrum● Repeat traffic● Leaderboards● Interactive experience● Parents must give consent

to use Internet

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Table of ContentsDisneyland Theme Park Promotions

● Photo Op set up at all entrances to Disneyland and throughout theme park

● World of color/Fireworks themed Into the Woods ● Disney Parade

○ Into the Woods themed float ○ “I wish” song playing

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Table of ContentsDisneyland Scavenger Hunt● At every entrance, check point, and ticket scan booth there will be life-size posters of the Witch where

the scavenger hunt rules will be available for participants to read while they wait in line. ● Four designated spots in each of the Disneyland Theme parks● Main street by the Walt Disney statue will be The Witch and the Husband and Wife will perform a

skit/song. The witch will tell the couple to gather these four elements. The couple will turn to the crowd and ask them for help.

○ “We need your help to find these elements”● It will create engagement● The participants will have to find all four of the elements in the theme park. Characters from the movie

(Red Riding Hood, Jack, Cinderella, Rapunzel) will be located at each of the spots. There will be an array of disney themed sensors where participants can use their tickets/season passes to collect the item through an app or through a fastpass distribution center.

● Once they collect all four elements, guests can turn in their codes for a barcode through the Disney app or go to the Main St. Firehouse to get a physical coupon. The ticket will gives them a discount on all Into the Woods merchandise at the Disneyland Park or Resort.

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In Store Promotions● Point of Purchase displays:● Use posters to get consumers attention ● Use a giant beanstalk to be placed in

the middle of the store (Walmart/Target) ○ DVDs would be located along with

merchandise at the base ○ Coke bottles will also be included in

this display● Photo Ops:

○ Cut outs/backgrounds where people can take pictures in the store

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Table of ContentsIn Store Promotions● Point of purchase displays: ● Put a huge cardboard cutout of the giant hanging from ceiling

going down to the floor. The legs would be an end cap for an isle.

● Create curiosity ● DVD/Blu-ray copies and the soundtrack will be placed at the

legs, ● Build a beanstalk climbing up one of the center pillars of the

store● A large giant looming over the entrance● Promote the Soundtrack

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Table of ContentsIn Store PromotionsDisney Stores (across country)● On either side of the entrance would be a

sticker of the baker and his wife. ○ This will generate more traffic to the

stores○ Into the Woods DVDs/Blu-Ray copies

and merchandise will be placed at the front of the store

● Beside each clue will be the icon that participants will be looking for

● Theme song/clips of trailer playing

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Table of Contents

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Table of ContentsDisney Infinity is an action-adventure sandbox video game published by Disney Interactive Studios. It was announced in 2010 and developed for approximately $100 million. Similar to Activision's Skylanders franchise, the game uses collectible figurines that are then synchronized with the game, allowing for characters from Disney and Pixar properties to interact and go on adventures. The game is released for Xbox 360, PlayStation 3,Wii, PC, Wii U, and Nintendo 3DS.

Disney Infinity

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Table of Contents● Release approximately 10-12 characters

from the movie into the Disney Infinity cast

● Disney Infinity caters to the younger generation, both male and female

● This allows for an interest to be created from retailers such as GameStop

● Some characters such as Rapunzel that are already characters, can have a limited edition character as a collectable

Disney Infinity

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Table of Contents

Sweepstakes

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Table of ContentsCoke Scavenger HuntScavenger hunt: Find all four of the elements and win $10,000 ● Nationwide Scavenger Hunt-

Sweepstakes● Life-size poster of MS with a scroll

explaining the Scavenger Hunt.○ Cape as red as blood○ Slipper as pure as gold○ Hair as yellow as corn○ A cow as white as milk

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Table of ContentsCoke Scavenger HuntCoke partnership: Find the four elements underneath a Coke bottle cap and enter

the code online ● To enter the codes they can sign-up on the Disney website at www.

disney.intothewoods.com■ Promotion begins April 5, 2015■ Once you find all four you are entered to win a cash prize (10K)

● And hundreds of smaller cash prizes (Ranging from $100 to $10,000)

■ Advertisement:● Sponsored ads, banners, pop-ups

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Table of Contents1. Eligibility: Into the Woods : Coca-Cola Promotion ("Sweepstakes") is only open to entrants who, at the time of entry, are: (a) natural persons who are legal residents of one of the 50 United States, the District of Columbia, Puerto Rico, or Canada (excluding Quebec), (b) 13 years of age or older. If an entrant is a minor, as defined by the jurisdiction of the entrant’s primary residence (“Minor”), permission of a parent or guardian is required to participate in the Sweepstakes. Entrants must not be an employee or director, or IRS dependent, immediate family member or individual residing in the same household of, an employee or director, of Buena Vista Home Entertainment, Inc. ("BVHE"), its parent, and any subsidiaries, related and affiliated companies of each, Prize Logic, LLC or their respective parent, subsidiary and affiliated companies, advertising,promotion, or production agencies, web masters, web suppliers and any Prize Provider. Void where prohibited by law and subject to all applicable federal, state, provincial, municipal, territorial, and local laws and regulations. Participation constitutes entrant’s full and unconditional agreement to these official rules ("Official Rules") and Sponsor’s and Administrator’s decisions, which are final and binding in all matters related to the Sweepstakes. Winning is contingent upon fulfilling all requirements set forth herein.

2. Sponsor: Buena Vista Home Entertainment, Inc., 500 South Buena Vista Street, Burbank, CA 91521, USA.

3. Administrator: Prize Logic, LLC, 25200 Telegraph Road, Southfield, MI 48033, USA.4. Timing: Sweepstakes begins at 12:00:01 A.M. Pacific Time ("PT") on April 5, 2015 and ends at 11:59:59 P.M. PT on September 5, 2014"Sweepstakes Period"). Sponsor's computer is the Sweepstakes’ official clock.

Rules

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Table of Contents6. Alternate Method of Entry for Additional Sweepstakes Entries: Hand print your name, address, day and evening phone numbers, email address, and your age on a 3½" x 5" card and mail it with proper postage to Into the Woods: Disney Coca-Cola Promotion, P.O. Box 1029, Neenah,WI 54956-1029. Entries must be postmarked by September 5, 2014. All mail-in entries must be handwritten. Mechanical reproductions will not be accepted. Proof of sending or mailing of mail-in entries will not be deemed to be proof of receipt by Sponsor. Sponsor is not responsible for lost,late, incomplete, invalid, unintelligible, illegible, misdirected or postage-due mail-in entries, which will be disqualified.

7. General Conditions on Entry: Once submitted, all entries become the exclusive property of Sponsor and will not be acknowledged or returned,nor will any correspondence be exchanged with any entrant. Limit: Each entrant may receive up to 100 Sweepstakes entries total during the Sweepstakes Period through a combination of the methods described above. Limit 1 prize per entrant. Multiple entrants are not permitted to share the same e-mail address. Any attempt by any entrant to obtain more than the stated number of entries by using multiple/different e-mailaddresses, identities, registrations, logins, or any other methods will void entrant’s entries and that entrant will be disqualified. Any use of any micro, robotic, automatic, programmed, or like entry methods will void all such entries affected by such methods and entrants using such methods will be disqualified. ATTEMPT BY ANY PERSON TO DELIBERATELY DAMAGE THE WEBSITE(S) OR UNDERMINE THE LEGITIMATE OPERATION OF THE SWEEPSTAKES IS IN VIOLATION OF CRIMINAL AND CIVIL LAWS AND IF SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK REMEDIES AND DAMAGES FROM ANY SUCH PERSON TO THE FULLEST EXTENT PERMITTED BY LAW, INCLUDING CRIMINAL PROSECUTION.

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Table of Contents8. Winner Selection: The odds of winning a Sweepstakes prize depend on the number of eligible entries received during the Sweepstakes Period. Administrator is an independent judging organization whose decisions regarding the administration and operation of the Sweepstakes and the selection of the potential winners are final and binding in all matters related to the Sweepstakes. Administrator will randomly select the potential Sweepstakes winners from among all eligible entries during the Sweepstakes Period, on or around September 15, 2015.

Each potential winner will be notified by mail, e-mail and/or phone. If a potential winner cannot be contacted, fails to execute and return all documentation within the required time, fails to pass a skill test (Canadian residents only – see Section 11 for more details), is found to be ineligible or is non-compliant with the Official Rules for any reason, then the potential winner forfeits such prize and Sponsor may select another potential prize winner, as time permits. In the event that a potential winner is disqualified for any reason, Sponsor will award the applicable prize to an alternate winner by random drawing from among all remaining eligible entries. In such cases where a prize is not accepted or where a prize is forfeited, there will, as necessary, be 3 alternate drawings, after which the prize, if not accepted by an eligible winner, will not be awarded. For U.S. residents, the prizes will be fulfilled approximately 8 to 10 weeks following winner verification. For Canadian residents, the prizes will be fulfilled the later of either approximately 2 to 3 weeks after the receipt of their skill test or approximately 8 to 10 weeks following winner verification.

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Table of Contents9. Privacy: Information collected from entrants is subject to Sponsor’s Privacy Policy. We encourage you to read this policy, which can be found at http://corporate.disney.go.com/corporate/pp.html.

10. Winners List: To obtain the names of the winners, send a properly stamped self-addressed envelope, by December 19, 2015, to Into the Woods: Coca-Cola Promotion, Winners List, P.O. Box 251328, West Bloomfield, MI 48325 USA.

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Advertising Calendar

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Table of ContentsAdvertising CalendarMarch

15- All media advertising of DVD/Blu-ray release begin23- Advertising of Coke Scavenger Hunt Sweepstakes begins

April2- Coke scavenger hunt sweepstakes begins

May31- Coke scavenger hunt sweepstakes winner announced

June2- Into the Woods DVD/Blu-Ray release3- Disneyland scavenger hunt starts

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Table of ContentsContact Us

Katherine Kinnel Kathiekaydk@gmail.comChris Allen Callen411@hotmail.comNicholas Mar Nmarsf@gmail.comAaron Tang Arotang@gmail.comMahsa Eskandari Eskandarimahsa@gmail.comEthelyn Martiz Ethelyn.martiz@gmail.com

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