The big hero.pdf

Aaron Werstine Caitlin MacAdam

Chris Brown Gabriel Munoz Matt Delanoy

Promotional Deck For DVD and Blu-Ray Release

3Ta b l e o f C o n t e n t s

Table of ContentsCompany Background & Brand NameProduct EvaluationSituation AnalysisSWOT AnalysisCompetitive AnalysisTarget Market Specification & SizeDemographic & Psychographic CharacteristicsPackage & Point of Purchase ConsiderationChannel of DistributionPricingMarketing ObjectivesBudgetAdvertising ProgramTrade & Consumer ObjectivesPublicity, Special Events & Sponsorships/PartnersConsumer/Sales PromotionsPoint of Purchase Program

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4C o m p a n y B a c k g r o u n d & B r a n d N a m e

The Walt Disney Company, is one of the most famous names in the animation industry, was founded by Walter Elias Disney in 1923. It was founded as a car toon studio,and was a pioneer in the development of the industry as well as the animation industry. The company owns numerous theme pa rks , w i th the o r ig inal being Disneyland in Southern California. They have had nu-merous films that have won academy awards. Some of their popular films in-clude Finding Nemo, Frozen, Monsters Inc., Tangled the Toy Story movies, Up, and The Incredibles as well as numerous classic films.

5P r o d u c t E v a l u a t i o n

Rotten Tomatoes gave Big Hero 6 an 89% and left favorable reviews.Big Hero 6 offers something for everyone: action, camaraderie, superheroes and villains. But mostly, Baymax offers a compassionate and healing voice for those suffering, and a hug that can be felt through the screen. - Maricar Es-trella (Rotten Tomatoes)

Users on IMDb gave Big Hero 6 a 8.3/10.Big Hero 6 is a beautiful film, showcasing how much animation has become. A strong lesson in this film is that family can be more than blood related. You have friends who become part of [your family]. [This] movie really showed [me] how much I cared for the loved ones around me, especially my older brother. - Daniel Castelan (IMDb user)

Box office (as of 11/30/14): $167,209,000

6S i t u a t i o n A n a l y s i s

Company/Organization Disney is one of the pioneers in creating animated movies over the last century. Originally started as a cartoon studio, Disney has expanded to become one of the largest makers of animated movies in the world today.

Products/ Services Disney originally started as a cartoon but soon turned into one of the lead companies that create animated movies. Disney created Disneyland, an amusement park in Southern California, soon after. Currently, Disney now has multiple theme parks in California and Florida, as well as international locations in Tokyo and Paris. Disney has also expanded into the cruise ship market, and now has four dif ferent ships.

Industry Issue The rise in popularity of Netflix, iTunes, and streaming services has been an issue for the DVD/Blu-ray industry. A l t h o u g h t h e s e h a ve c o m p r o m i s e d some sales, the DVD/Blu-ray industry is strong enough to overcome this issue.

7S W O T A n a l y s i s

8Ta r g e t M a r k e t S p e c i f i c a t i o n & S i z eC o m p e t i t i v e A n a l y s i s

Penguins of Madagascar (PG)Released on Wednesday, November 26 (within the same month as Big Hero 6)Produced Dreamworks Animation, one of Disneys strongest competitorsGrossed $10.2 million in its opening weekend, versus Big Hero 6s $56.2 mil-lion in its opening weekendSpin-off of the Madagascar movies, which has a target market similar to the one Big Hero 6 has

9Ta r g e t M a r k e t S p e c i f i c a t i o n & S i z e

The target market for Big Hero 6 is fairly large. The movies targets include children, young adults, and families (parents/grandparents). The target market can be split into the following sub groups.

Primary Target Market: The consumers of the primary market are:Boys and girls (5-13 years old)Approximate size of 26 million people

The decision makers in this market are:Parents and GrandparentsYoung adults (18-24 years old)

Psychographic Characteristics of the Primary Market:General:Very enthusiastic and activeImaginative and curiousPlayful and adventurousValues:AcceptanceFunFamily

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D e m o g r a p h i c & P s y c h o g r a p h i c C h a r a c t e r i s t i c s

Primary Target Market: The consumers of the primary market are:Boys and girls (5-13 years old)They relate to the Disney brand and the approximate size of this demographic is 26 million people. The decision makers in this market are:Parents and GrandparentsYoung adults (18-24 years old)

Psychographic Characteristics of the Primary Market:General:Very enthusiastic and activeImaginative and curiousPlayful and adventurousValues:AcceptanceFunFamily

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D e m o g r a p h i c & P s y c h o g r a p h i c C h a r a c t e r i s t i c s

Secondary Target Market: The consumers of the secondary market include:Teenagers (13-17 years old) and young adults (18-25 years old)Parents & grandparentsApproximate size of 241 million people

Psychographic characteristics of the secondary market:GeneralResponsibleKnowledgableCaring/NurturingValuesFamily/ChildrenHappiness

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P a c k a g e & P o i n t o f P u r c h a s e C o n s i d e r a t i o n

Point of Purchase Displays

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C h a n n e l o f D i s t r i b u t i o n

Grocery Stores:RalphsVonsCVSAlbertsonsRentals:*Exclusively at Redbox for the first three months of the rental period.

In-store retailers:WalmartTargetBest BuyCostcoDisney Store

Online:Disney Store OnlineAmazon

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P r i c i n g

Big Hero 6 will be released in the following formats:

Digital Standard: $12.99Digital HD: $14.99DVD: $16.99Blu-Ray: $22.99Blu-Ray 3D: $32.992-Disc Blu-Ray + DVD + Digital HD: $22.99

M a r k e t i n g O b j e c t i v e s

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Objective #1: Earn sales of $10 million in DVD sales for BIG Hero 6, over the course of the release until Summer 2015. As the last Disney film, Frozen sold $2 million in the first day of release, Big Hero 6 is expected to meet the same sales of Frozen or above, given the time frame.

Strategies: We will run promotional cam-paigns through Radio, Television, and Print advertising channels to stimu-late sales and awareness for Big Hero 6 release.

Tactics: Participating radio stations, selected from the west coast to the east coast, give on-air shout outs and contests held for Big Hero 6 DVD release and related Disneyland priz-es. Television commercials will run promoting the film coming to DVD,

on channels relevant to our target market. Print runs in magazines and billboards will lend themselves as public displays, to get in the hands of children and adult read magazines. The ads in magazines, more specifi-cally, will have coupons towards the DVD at certain retailers, honed by the admission letter to the films lab Uni-versity.

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Tactics: Food and beverage products lo-cated throughout retail chains will be displayed next to DVDs of Big Hero 6, accessible to the eye of these shoppers. The DVD will f ind suc-cess in this category, because some homes showing the Tostitos Bowl will need something to occupy children, which Big Hero 6 will be a primary option. Another interesting new group of shoppers, are young fathers, who are engaging in Tostitos Bowl activity, who will buy the Big Hero 6 DVD for their children. In addition to the Tosti-tos Bowl engagement, a Baymax re-porter will be sent out on the field af-ter the game, to interview star players idolized by this young demographic.

Objective #2: Attract consumers, in the 18-24 year old male demographic, by focus-ing on Super Bowl related advertising to focus on sales and awareness for

this group.

Strategy: Partner Big Hero 6 with Tosti-tos related products and broadcasts, to associate the film with the biggest sports event of the year, central to the 18 to 24 year old male interest.

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M a r k e t i n g O b j e c t i v e s M a r k e t i n g O b j e c t i v e s

Objective #3: Maintain existing Disney brand loyals, and interest new ones via Big Hero 6 DVD campaign.

Strategies: The films DVD release will f ind major promotion through Disney owned channels of entertainment. As well as non-Disney networks of dis-tribution to introduce new, interested fans.

Tactics: Disneyland will be home to a pop up Big Hero 6 shop, that will have a DVD release party, featuring celebrities, guests, and media outlets to launch the DVD and film merchan-dise. Visitors of the park, may be Dis-ney brand loyals, or neutral visitors, which is what the DVD focuses on for maintaing the loyal customers and creating new ones. There will also be behind the scenes action and film

development features hosted by Dis-neys Movie Surfers, to be shown on the Disney Channel Network. Elsewhere, Disney will team up with Walmart to bring the life size Bay-max DVD dispenser to the retailer, for point of purchase sales and film awareness to shoppers.

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B u d g e t

DVD Giveaways:$16.99 X number of DVDs awarded

Billboard: $2500 per billboard per month.

Baymax DVD Dispenser:Redbox Technology + Baymax Dis-penser Production= $25,000 each, lower with bulk order and partner-ship.

Snap Your Hero App:$2,000.00-$4,000.00 for development.

Radio campaign: $38,000 for a 4 month duration

Magazine Ad: $3,000.00 per issue. (becomes less

when ad enters multi issue contract)

Tostitios Bowl field reporter: Gained through barter or free

Tostitos Bowl Clip Space: About $2 million

Disney Channel spot: Using Disneys own channel to pro-mote DVD release of film minimal cost

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A d v e r t i s i n g P r o g r a m

Radio: Leading up to the DVD release of Big Hero 6, radio stations nationwide will engage in the Whos Your Hero campaign, allowing listeners to sub-mit their heroes and reasons why for a chance to win an on-air shout out and DVD prize. Radio stations will announce the contest daily every hour and will also recognize and call the heroes every hour to air the message and say thanks for their heroism. Both the hero and the person who submitted their hero who are selected will win a DVD of Big Hero 6; and will be plugged and advertised during the radio broadcast. Radio partners will gain listeners once the word is spread of the Whos Your Hero campaign, and the DVD will get exposure as well lead-ing up to its release. A super hero of the week is also chosen at the end of each week, and that winner will win a DVD of Big Hero 6, as well as a trip to Disneyland for four! (entry included). Major radio partnerships will include KISS FM, KROQ, MYFM, AMP, POWER 106, Z100, and Radio Disney.

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Television: 15 second and 30 second DVD release movie trailers across a wide range of channels with the goal of capturing viewers of all ages in order to make them aware of the coming release of Big Hero 6 on DVD. The main channels of interest for that target are the Disney Channel, Nickelodeon, ab-cfamily, MTV, VH1, E!, Bravo, Lifetime, FX, and others. Each commercial will have a dif ferent theme, such as Baymax and others, coming to the rescue on (DVD release date). Television spot held the same time as the Tostitos Bowl, there will be a 30 minute kids segment on Big Hero 6 that will have interviews with the voice actors and will show exclusive clips. It will be hosted by Disney movie surfers on the Disney Channel.

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Magazines: Print DVD film release ads will be released for Big Hero 6 featured in family, childrens and parent magazines. Magazines partnered with are People, US, InTouch, OK, Star, Home&Garden, Lifestyle, Oprah, Entertainment Week-ly, and Rolling Stone. Admissions to the Robots Institute from the University in the film can also be printed and distributed through magazines, admitting readers to their nearest local retail store to purchase a DVD with an applied discount from the letter. Magazines may also advertise the admission to Big Hero 6 on DVD within their publication.

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A d v e r t i s i n g P r o g r a m & O u t o f H o m e M e d i a

Billboards and Bus Shelters:Billboards will centralize on Baymax blasting the DVD into release. There will also be interplay between the billboards and bussshelters with the location.

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Tr a d e & C o n s u m e r O b j e c t i v e s

Consumer Objectives:-Implement four major co-branded partnerships.-Develop new franchize products to drive consumer awareness and interest in the Big Hero 6 franchise. -Create a socia l media buzz and encourage DVD and Blu-ray sa les.- Create va lue -added p romot ion incent i ves fo r consumer s .-Increase market share of DVD/Blu-ray sales by 25 percent by summer 2015.-Sell 10 million DVD/Blu-ray units by summer 2015.-30% of the target market will pur-chase DVDs within last 2 weeks of the campaign.-Increase unit sales for partnering companies.

Trade Objectives: Partner with a major retailer and a corporate alliance consumer foods partner to obtain a front store priority display space with interactive point of purchase displays. Incentivize retailers to carry large amounts of inventories in all DVD and Blu-ray packaged formats by offering premiums and value-added Disney related discount inserts in the packaging.

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P u b l i c i t y , S p e c i a l E v e n t s & S p o n s o r s h i p s / P a r t n e r s h i p s

Publicity: Talk show, Ellen show, good morning America, and more

Special Events: People will be invited to come out and watch the movie under the stars at Recreation Park at 8:30 pm. Grab the family, grab some blankets and chairs, and make it a night to re-member. In addition to the movie, all families will be invited to bring dinner and come out for a picnic at 6:30pm, before the movie starts. Pre-movie entertainment, such as a bounce house, picnic games, and other fam-ily activities, will star t at 7:15pm. DVDs will be available for purchase at this event.

Sponsorship: Tostitos, Walmart, Redbox, Coke, Jetpuffed

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C o n s u m e r / S a l e s P r o m o t i o n s

Tier #1: Life-Size Baymax

A life-size robot of Baymax placed in front of stores where consumers can buy the DVD from Baymaxs chest piece. This is a full on mock-up of Bay-max, and consumers will love to interact with him. Buying the DVD is as easy and quick as renting from Redbox. There will be a partnership with Redbox, allowing this process to be expedited because Redb ox already possesses that technology and has it on-hand and ready to go. In return, Redbox will take over the renting release and will be the only place to rent Big Hero 6 for the first few months of the rental period.

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Tier #2: Whos your Hero App:

The mobile Snap Your Hero app, will invite mobile users to snap a picture of their personal heroes and dress them in Big Hero 6 charac-ters attire. A variety of costumes, settings, and quotable movie lines will be available in the final app-gen-erated photo and can be shared via social media. Those who share the photo and hashtag #myBIGhero and #BigHero6, will automatically enter the movie website photo gallery and will also be entered for a chance to win a DVD copy of the movie. The more entries there are, the closer that entry becomes to winning a pair of tickets to Disneyland as well.

App Will Include-games-face in a hole picture capability-social media tieins


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.Tier #3: Disney Park Pop-up Store:

This tier involves using the pop-up store on Disney Main street. On the day of the DVD launch, there will be a Baymax DVD dispenser selling the DVD it stores as well. At the Big Hero 6 stores, actors from the film will be there to help pro-mote the DVD launch and interact with the fans of the movie. there will be toys and other merchindise as well as full scale figures perfect for photo ops. There will be a stunt later that night in Disneyland on Tom Sawyer island. The stunt will consist of a battle between the main heros and the villain, just like what happened in the movie itself.

C o n s u m e / S a l e s P r o m o t i o n s

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Tier #4: Point of purchase surrounding Tostitos Bowl and interview

Sub category: In store displays with Baymax and dif ferent products: Coke, Tostitos, Marshmallows

Sub Category: Tostitos Bowl announcers talking about the release of Big Hero 6 on DVD and Blu-ray encouraging viewers to stay tuned after the game for an exclusive clip of the film.

Sub category: A reporter dressed as Baymax will interview the MVP after the game.


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P o i n t o f P u r c h a s e P r o g r a m

- Big Hero 6 point of purchases will place DVDs/Blu-rays in the life-size Baymax cardboard box cut-outs placed in the stores of distribution so people can easily see it and access it.

- A life-size robot of Baymax will be placed in front of stores, allowing consumers to buy the DVD from his chest piece. This display will be a full on mock-up of the Baymax character. Consumers and fans will love to interact with him and will be able to buy DVDs on the spot. The key here is to place the DVDs next to products like chips and soft drinks (Tostitos/Coke).

- Smaller stores willhave cardboard displays and Point of Purchase displays

Documents

The big hero.pdf