AUDIENCE (FAVORABLE)

John Lasseter Klay Hall

�  CEO of Pixar

�  Head producer of Planes

�  Co-Writer of Planes

�  Director of Planes

�  Co-Writer of Planes

NEW MARKETING STRATEGY FOR ‘PLANES’

Caroline Cho

Kai Chen

CMN 211

04 / 07 / 2014

WHY DO YOU LOVE DISNEY’S MOVIES?

� Love story (65%)

� Friendship (25%)

� Dream comes true (10%)

HOW ABOUT PLANES? � Great story line : Dream comes true

� Friendship

� Little bit of Love story

SITUATION

� Public Awareness

� Low revenue

� Low box office ranking

SITUATION

THEN WHY?

SOLUTION � 4 Ps

� Product

� Price

� Place

� Promotion

BENEFITS � Benefit 1

- Increase Public Awareness

� Benefit 2

- Reduce Costs

� Benefit 3

- Improve sales

COST ANALYSIS Program Cost Quantities Total

PR Professional Wage $300/hour 140hours $42,000

Research $500/each Three $1,500

Advertising $3000/each post Two $6,000

Preview $2000 One $2,000

Free drinks and Popcorn $5000 $5,000

Total $56,500

IMPLEMENTATION PLAN Three-month Project

a. Research Month (The first month)

b. Promotion Month (The second and half of third month)

c. Evaluation Month (The remaining time)

IMPLEMENTATION PLAN • Find a PR professional

• Do three focus groups

• Do one quantitative research

Research Month

• Create advertising

• Make a movie preview

• Provide benefits for theaters

Promotion Month

• Calculate costs

• Calculate profits

• Prediction

Evaluation Month

CONCLUSION Public Awareness

Revenue

Box Office Rankings

Thank you

Q & A