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Justine dela Rosa
Emily Gilhooly
Jordan Robinson
Kristyne Robles
Vanesa Sanchez
Where your marketing dream becomes reality.™
Company Background and Brand Name★ Walt Disney Company = leader in family
entertainment and media for 90+ years
★ Disney is one of the most famous names in the animation industry
★ Cinderella is a classic, beloved tale
★ Numerous adaptations show how much this story has resonated with consumers
Competitive Analysis★ SpongeBob: Sponge Out of Water
DVD release = June 2015
★ Also targeted at young children ages 5-14 years old
★ Alternatives to buying DVDs:○ Digital copy○ Purchasing DVD used○ Pirating
Target MarketsNational market: United States
Primary target demographic:★ Children ages 5-14
Secondary target demographics:★ Young adults ages 18-25★ Parents ages 25-55★ Grandparents ages 55+
Objectives★ Make $2 million from DVD/Blu-ray nationally within the first week of release.
★ Make $3.5 million from Special Edition Sets within the first three months of release.
★ Make $500,000 from DVD/Blu-ray sets via TOMS coupons
★ Increase sales of Cinderella merchandise by 20% during the promotional period.
★ Increase exposure of our partners (Coke, Kelloggs, Target, MAC, and Macy’s) within the
three months of release.
★ Raise $3 Million for KidPower within the three months of release.
Packaging★ Digital Download - $14.99
○ Digital file; no special features
★ DVD - $19.99○ 1 disc with special features
★ Blu-ray Combo Pack - $24.99○ 3 discs with special features
★ Target Exclusive Exclusive Edition - $24.99○ 3 discs; special features not seen in the normal 3 pack
★ Collector’s Edition 3-Disc Blu-ray Combo Pack - $25.99○ 3 discs; all special features available, alternative art cover, poster
In-Package Coupons★ Coupons will include offers relating to our various partners:
○ 20% off next Target purchase○ Save $1.00 off any two boxes of Kellogg’s Fruit Flavored Snacks○ $1.00 off when you buy any two 20 packs of Coke product○ 20% off next Macy’s purchase○ 25% off all Cinderella merchandise at Disney Store
TV and Radio Advertising★ Utilize all Disney and ABC owned stations★ Air advertisements starting 1 month before DVD release date ★ Winners of Perfect Fit Sweepstakes will be announced first via Radio Disney★ Partners will have opportunities to gain exposure on Disney owned
channels
Channels include:★ Disney-ABC TV Local Channels★ A&E Network★ ABC Family★ Disney Channel★ Disney Junior★ Disney XD
Print Media★ Local and national publications★ Billboards near major cities and busy
highways
Publications include:★ Los Angeles Times (13m)★ New York Times (40m)★ Disney FamilyFun Magazine (6m)★ Parents Magazine (2m)
Online★ Youtube and HULU ads
★ Youtube main page takeover
★ Regular content on Cinderella’s existing Facebook, Twitter and Instagram accounts
★ #CinderellaDVD
Gaming:★ 200 million registered users.
★ Designed for players ages 6-14
★ Special edition of Cinderella’s Evening Ball will be available on DVD release date
★ Special Cinderella theme costumes will be available for gaming characters
Event: ‘Cinderella’s Ball of Dreams’★ August 1 and 2; weekend before release
★ Special ticket for entry: $60 per ticket, DVD coupon, food and beverage included
★ Cinderella will be excited to interact with her guests. Attendees are encouraged to dress up.
★ Cinderella score will play on Disneyland speakers
★ Our partners will have displays
Disney Store: Castle Takeover★ All Disney stores will have a Cinderella castle in an area for
kids to watch the movie during the first week of DVD release
★ Glass slipper keychain with every DVD purchase
MAC Cosmetics Product Line: Cinderella ★ Limited edition Cinderella line of makeup
★ MAC employees will be trained to create Cinderella makeup looks
★ Instagram hashtag #CinderellaMAC will be prominently displayed throughout the store
★ One winner will be randomly chosen from the hashtag promotion for $200 MAC gift card
Macy’s: “If the Shoe Fits” Display★ Foot-in-the-shoe pop up display will be placed in the shoe department
★ People are encouraged to interact with the display, take pictures, and post on social media
★ Target both our primary target market and secondary markets
★ Invitations will first be sent to Macy’s target customers via Macy’s email database to create an exclusive feel towards the promotion
Target: Castle Section Display★ Bring Cinderella experience inside Target stores
★ Sectional display of Cinderella castle with “love yourself” motion detected mirror inside
★ Cinderella DVDs, Blu-rays, and merchandise will surround the castle to promote sales of Cinderella-related products You are beautiful!
TOMS: Be a Fairy Godmother to a child in need.★ Appeal to secondary audience of young adults: “One for One” TOMS promise
★ Limited edition Cinderella TOMS shoe with the thematic quote: “Have courage and be kind.”
★ Shoes and resources to people in countries of need with TOMS unit sales
★ Cinderella DVD coupon inside packaging: increase TOMS sales and DVD awareness
★ International nonprofit leader dedicated to empowering children, as Cinderella was empowered in the movie.
★ Specializes in bullying prevention and abuse prevention
★ Since 1989, KidPower has protected over 3 million children, teens, and adults. Many of them are those who were victims of bullying, violence, and abuse.
★ 5% of Cinderella DVD sales will go to Kidpower.
BudgetCategory Amount
Billboards $700,000
Print Media $90,000
TV+Radio $150,000
Sweepstakes $10,000
Online Gaming $25,000
Online Media $600,000
“Ball of Dreams” $800,000
TOTAL $2,375,000
Based on similar DVD/Blu Ray releases, we estimate at least $80 million in revenue.
Advertising Calendar Date Events
July 3 Begin sweepstakes & advertising on Radio Disney, Print and Social Media. Sponsors may begin using Cinderella characters in advertisements.
August 1 POP displays will be put into stores
August 1-4 DVD launch Party at Disneyland with special ticket. Special edition merchandise will be handed out.
August 4 DVD/ Blu-ray Release, Television/Radio spots switch to “Now available on Disney DVD/Blu-Ray”
Advertising Calendar Date Event
September 8 Sweepstakes ends and advertisements end.
September 13 Sweepstakes winners will be announced
October 25 DVD/Blu Ray advertisements will stop
October 30 Partner advertisements to end, unless otherwise agreed upon.