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Marketing/Promotional Plan
Gabriel Enriquez
Prepared for:CSULB MKTG 430
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Table of ContentsI. Marketing Objectives......3
II. Plan Parameters...4
III. Target Market Specifications......5
IV. Positioning...6
V. Situation Analysis....7
VI. Product Evaluation.....8VII. Media Plan...9
VIII. Sales Promotions.....21
IX. Special Events..31
X. Sponsorship Opportunities....35
XI. Publicity........39
XII. Timeline.....41
XIII. Budget Allocation..42
XIV. Appendix....43
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Marketing Objectives
Strategies Introduce and highlight the ensemble cast to draw
broad demos
Reach out to Muppets fan base
Showcase everyday relatable themes such as romance,making friends, individuality, wanting to belong, andsurviving new experiences
Tactics Mass Media : TV, Print, Radio, Digital, OOH
Consumer Promotions
Point of Purchase
Special Events/Sponsorships/Publicity
Synergy across Disney
Objectives
Drive awareness of Disneys The Muppets DVD release (Disney DVD + Disney Blu-rayCombo pack, Special edition bundle)
10% increase in sales from last WDSHE DVD release (Tangled)
Support The Muppets franchise
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Plan Parameters
Tuesday, April 3, 2012 (Easter release)
DVD Release Date
DEMO: Parents & K6-18 (primary) Adults 25-49 (secondary)
SIZE: Nationwide
Primary Buying Target
$29.99(DVD/Blu-ray Combo) - $74.99 (special edition)
DVD Sale Price
$15 MM
Budget
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Target Market Specifications
Parents Saving time is one of the biggest desires
Always looking to save money/budget spending
Turning to e-retailing to do shopping
Rely heavily on word of mouth (trust other parents)
K6-18
Find sense in independence and individuality throughactivities with friends, personalization, their clothes, theirmedia consumption and after school activities
Enjoy personalizing their technology (mobile phone is anextension of their personality)
Heavy internet users visit social/blogging/photo websites onthe regular
Internet is the most trusted medium
Adults 25-49
Use a variety of sources for information: TV, Radio,Newspapers, Magazines, Internet
Involved in social media
40% access internet on a mobile device
Intellectual wary of old-school marketing techniques
DEMO: Parents & K6-18; Adults 25-49
SIZE: Nationwide
PSYCHOGRAPHICS
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PositioningSYNOPSIS
On vacation i
n Los Angeles, Walter, the worlds biggest Muppet fan, his brother Gary and Garys girlfriend Mary from Smalltown, USA,discover the nefarious plan of oilman Tex Richman to raze the Muppet Theater and drill for the oil recently discovered beneath theMuppets former stomping grounds. To stage The Greatest Muppet Telethon Ever and raise the $10 million needed to save thetheater, Walter, Mary and Gary help Kermit reunite the Muppets, who have all gone their separate ways: Fozzie now performs with aReno casino tribute band called the Moopets, Missy Piggy is a plus-size fashion editor at Vogue Paris, Animal is in a Santa Barbaraclinic for anger management, and Gonzo is a high-powered plumbing magnate.
CREATIVE POSITIONING
Comedy
Empowerment
Optimism
Individuality
CREATIVE TONE
Comedy/Witty
Confident
Charming
Heartwarming
KEY ATTRIBUTES
LA Setting
Travel
Aspirational
Acting/Theater
BRAND PROMISES Believe in Yourself
Follow your Dreams
Express Yourself
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WDSHE
A recognized leader inthe home
entertainment industry,is the marketing, salesand distributioncompany for WaltDisney, Touchstone,Hollywood Pictures, andBuena Vista productwhich includes DVD,
Blu-ray Disc, andelectronic distribution.
Challenges
Children only
Rent vs. Purchase
Theatrical film vs.DVD release
Piracy
Opportunities
Disney Brand
Muppet Fan Base
EnsembleCast/Cameos
Easter release
CompetitiveLandscape
Puss In Boots(DreamWorks)
Happy Feet 2(Warner Bros.)
Hugo(Paramount)
Arthur Christmas(Sony Pictures)
Jack and Jill(Columbia/Sony)
Situation Analysis
* Competitors based on G/PG rated films released
in theaters around the same time as the
Muppets. Will be dependent upon their studio
DVD release dates.
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Product Evaluation
DVD Title
Disneys The Muppets (Rated: PG)
Package
Included with all DVD packages Muppet hologram postcard, Stickers, Mini Poster, Lyric Book, Contest/Sweepstakes offer. Special Features(Behind the scenes, Muppets music videos, Deleted scenes, Sing-a-long feature, & more)
Combo Pack: DVD + Blu-ray, Widescreen, Digital Copy
Special Edition Bundle: The Muppets (2011), The Muppet Movie (1979), Muppet Treasure Island (1996), Soundtrack (2011), The Green Album,Collectible Kermit figurine. Creative packaging resembling The Muppets theater to encase bundle.
Pricing
Combo Pack: $29.99
Special Edition Bundle: $74.99
Channel OfDistribution
Retail: Walmart, Target, Costco
E-Commerce: Walmart, Target, Costco, Amazon, DisneyStore.com
Digital Downloads: Amazon, iTunes
OtherConsiderations
Media Kits
Electronic Press Kits (offer watermarked, time-sensitive, download of movie)
Easter Holiday Premiums to be distributed as necessary (i.e. Plastic Easter Eggs, Egg Baskets, Candy)
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MEDIA PLANWe will use a broad media mix to reach ourtarget audience and successfully meet our
three main objectives. By using these
mediums, we will be able to measure the
effectiveness of our advertising efforts as they
relate to our objectives.
Out of home advertising will be used to inform
our target audience about the DVD release,
along with encouraging purchases. This will
also be crucial for getting consumers to talkabout the DVD and spread awareness by word
of mouth.
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SYNERGY
Spots will also be played throughout Disney Resort & Cruise Line hotel rooms/lobbies, Disney Store monitors,
and featured in movie theaters prior to Disney films
Television SpotNational Cable:15, :20 & :30 spotsFLIGHT: March 13- April 10COST: $3.75 MM
*Placement determined by key/relevant events and shows
Disney XD
Disney Channel
Teen Nick
ABC Family ABC
NBC
CBS
FOX
ESPN
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Placement in April issues (to hit stores late March). The
above publications meet our figures in total readership and
circulation to match our audience.
Standard ads
Advertorials
Eye-catching inserts
Mini posters
Placement on Cover 2 for Teen Vogue
COST: $2.25 MM
M TeenVogueDisney
Family Fun People TV Guide
Entertainment
Weekly
Rolling
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Various Print Ads
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Foldable 3D Muppets Car
Muppets Easter Planner
Family Fun InsertsPositioned after standard DVD ad will include release date
Bring home the DVD this Easter!
Bring home the DVD April 3!
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RadioBuy spots nationwide in all major radio stations relative to our audience.
i.e. California: 102.7 KIIS, 98.7 STAR, 106.7 KROQ, 103.5 KOST, 104 MYFM, 97.1 AMP, 106 POWER, 105 GO
COUNTRY
:15 & :30 spot
Hourly prizing (DVD giveaways)
Other considerations: Interviews, Characters host music countdowns, Muppets takeover Radio Disney
FLIGHT: March 13- April 10
COST: $1.5 MM
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Online Media
WebsitesFLIGHT: March 27-April 17COST: $1 MM
TV(i.e. ABC.com, FoodNetwork.com, Hulu)
Sites of chosen print ads
(i.e. People.com, M.com, TeenVogue.com)
Retail sites(i.e. Target, Costco, Walmart, Amazon)
Disney Online
Yahoo
Facebook Self-Service
Twitter (promoted Tweets)
YouTube
Google Search
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ABCPlayer
Amazon.com
We will also focus our
banner ads in e-commerce
sites where our DVD is
available for purchase.
Our audience is
known to stream
their favorite TV
shows and read
articles of interest
online and throughmobile wap sites.
Our placement in
online media will be
based off sites that
generate a high
volume of traffic for
our audience.
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MobileAdvertisements- Banner/Rollover ads promoting DVD release on
relevant wap sites and apps
- Mini Muppet trivia during app/game loads
FLIGHT: March 13-April 10COST: $500,000
Road Trip With The Muppets
Reunite The Muppets
Animal Drummer App Turn yourself into a Muppet
Muppet-themed mobile apps:
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Adspace Digital Mall Network is a Nielsen measured in-
mall television network dedicated to engaging
shoppers through programming about the best values,
latest trends, and hottest new merchandise in the mall.
The network is particularly effective in reaching teens,
young adults, and women of all ages. Nationally,
Adspace malls reach 119 million engaged shoppers
each month, a true mass medium.
Spot to be played in 90 malls
:30 per 6 minute loop (10 per hour)
90 malls nationwide
2,000 Screens
2 million spots
FLIGHT: March 27- April 17
COST: $230,000
OOH: Adspace
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OOH: Disney Store Sign/ABC Supersign
Both signs are located in Times Square, New
York. Through Synergy, there will be no cost to
buy this placement. The only fees incurred will
be for creative.
Loop :30 spot
~10 minutes per hour
FLIGHT: March 27- April 17
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OOH: BillboardsLocal: California
Los Angeles
Hollywood Burbank
Pasadena
National: Top Markets
NYC
Chicago
Boston
Orlando
Seattle
Atlanta
Dallas
Philadelphia
Denver Miami
FLIGHT: March 27-April 17
COST: $820,000
The locations chosen have high concentrations of our target
audience. People in these areas are likely to purchase the DVD.
Creative outdoor advertising will
be utilized.
* Will change copy and date
according to placement prior to
and after DVD release.
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SALES PROMOTIONSTrade Objectives
Obtain distribution andsupport for The MuppetsDVD
Encourage retailers to
display The MuppetsDVD
Build retail inventories
Maintain support forestablished Disneybranded DVDs
Consumer Objectives
Stimulate DVDpurchases
Maintain repurchase ofDisney branded movies
Target specific marketsegments
Enhance advertising andmarketing efforts
Measure efforts through
coupon usage
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Walmart Retailtainment
Connect with consumers at the point of purchase through a complete aisle takeover featuring only
Muppets and partners products. Fuel demand for the DVD to increase sales.
Dcor to play off Hollywood theme (red carpet, paparazzi lights)
Flashing lights upon entering
Muppet footprints leading in to drive attention towards DVD
Two DVD tower displays
Muppets standees
Ceiling banners
Two interactive media displays projected on floor (enVu) detects motion from consumer toactivate menus leading to character bios
LCD monitors hung at each end of the aisle featuring clips from the movie, and mini segments of
The Muppets personally speaking to consumers to purchase the film
Partners, Orville Redenbacher popcorn and Coca-Cola beverages, will be positioned alongside
encouraging a movie night theme
This promotional plan and strategy will be aimed to run for about a month. As more time goes on,consumers will be less stimulated by the point of purchase displays and retailtainment. Plan will slowly
ease off into POP displays and strip clips.
TRADE INCENTIVE: The only retail store that offers Disneys retailtainment. Bring in traffic for store. We
will offer all displays for the complete aisle takeover.
FLIGHT: April 3 April 30
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Retailtainment Concept
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Hollywood Theme
Standee
Ceilingbanners &
Kermit
footprints
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Costco & TargetFLIGHT: April 3-May 16
DVD tower displays
In-Store stand offering price-off coupon to purchase DVD
Trade Incentive: Offer POP displaysCostc
o
One of select retailers to offer special edition bundle DVD tower displays
Super Targets with Starbucks/cafeterias will be given co-brandedMuppets placemats, napkins, and cups (noting DVD release)
In-Store stand offering price-off coupon to purchase DVD
Trade Incentives: Special edition DVD, POP displays, Cooperativeadvertising
Target
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Disney Store Gift With PurchaseOffer special edition matted lithographs from film with
DVD pre-orders.
Increase sales by pre-orders Offer Kermit headbands at registers
Distribute DVD release date information through flyers in
customer bags
Muppet branded store shopping bags
Offer available two weeks before the actual release date
340 Stores in North America
FLIGHT:
Gift With Purchase: March 20-April 3In-Store Marketing: March 20 April 10 (while supplies last)
*No cost through Synergy
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CouponMuppets Movie Night
Partner with Orville Redenbacher popcorn
to provide cross-ruff coupon as an incentive to
drive DVD sales.
Partnership ties in with the movie
night theme
Save $3.00 with the purchase of the 2 disc
Blu-ray combo ($29.99) Push sales for the first two weeks of release
Primarily target parents who shop for groceries
FLIGHT:
Coupons available one week before release date.
Offer good 4/3/2012 through 4/17/2010.
DISTRIBUTION:
Available as a on-pack cross-ruff coupon in
Orville Redenbachers Pop Up Bowl (3 pack)
Participating retailers
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Additional coupons offering consumers a
reduction in price will also be available. The
coupons will be distributed through thefollowing mediums:
Online
Retailers ads (i.e. Target, Walmart)
Handouts in stores/away from store
FSIs
Direct Mail (Valpak)
Magazines Various events
Coupon Objectives:
Increase product awareness
Attract new users
Add value to purchase
Target prime customers
Introduce Disneys latest DVD, The Muppets Grow market share
FLIGHT: Start in March and end in May
Coupon Price-Off/Discount
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ContestHOME MUPPET PRODUCTION
Re-enact a scene from the movie using your own created Muppets
Must be 6-17 years of age with parents permission.
Top three videos will win. (submit via YouTube)
Criteria for winning submission: creative, original, &funny. (No foul language or offensive acts)
Third Prize: DVD combo pack signed by Jason Segel,
Amy Adams, and all The Muppets Second Prize: Special edition Kermit banjo (plus third
prize)
Grand Prize: Trip to L.A. for four (plus third and secondprizes)
Receive a four night stay at Disneys Grand California
Hotel and Spa and four park hopper tickets good forfour days to Disneyland and Disneyland CaliforniaAdventure
Disney Studio Tour
Personal limo tour of Hollywood
DATES: April 3May 30, 2012
Contest relates to the LA theme of the
movie. The contest will be tied into
advertising of DVD release. Advertising
through signage at point of purchase will
also be included.
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Sweepstakes
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Sweepstakes
Enter now for your chance to win a 7-night Disney Cruise Line vacation for 4 to Disneys Castaway Cay onthe Disney Wonder.
Reserved exclusively for Guests on Disney Cruise Line Bahamian and Caribbean cruise vacations, CastawayCay is Disney's private port-of-call paradise. On this island, enjoy tropical leisure activities, such as
snorkeling, boating, swimming and sunbathing. Among the clear turquoise waters, white sand beaches andswaying palm tree.
Sweepstakes begin April 3 and end June 30, 2012
DVD release will be noted in all online ads for sweepstakes
Support The Muppets franchise by integrating them into the Disney Cruise Line. Sweepstakes ties into thetravel theme of the movie.
No purchase necessary. Enter to win by submitting names through mail-in or online for the prize drawing.Offer will be advertised online, as well as inside the DVD. 30
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SPECIAL EVENTS
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M t l M i E t
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Muppetacular Music ExtravaganzaVery special one-night-only event at the Walt
Disney Concert Hall, celebrating The Muppets.
Hosted by Jason Segel.
Artists: The Muppets, Weezer, Hayley
Williams, OK Go, Andrew Bird, Feist, TheFlight of the Concords, and a few surprise
guests will play songs inspired by
The Muppets.
When: April 7, 2012 @8PM
Location: Walt Disney Concert Hall
Ticket prices range $39-$89.
Charitable Overlay:
A portion of the proceeds will be donated to
VH1s Save the Music Foundation. This
nonprofit foundation helps restore music
education in public schools.
Merch:
Mainly a support for The Green Album and
the theatrical soundtrackwhich will be
available for purchase at surrounding kiosks.
Muppets merch (i.e. shirts, bags, stickers)
DVD Promotion:
Copies ofThe Muppets will be available for
purchase as a Blu-ray DVD combo packafter
the concert.
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DCA TakeoverMuppet Mayhem
The Hollywood pictures backlot at Disneys California Adventure will be transformed into the biggest Muppet celebration
Disneyland parks has ever offered. To replace existing ElecTRONica event.
The streets will be covered with Hollywood stars featuring the names of all the Muppets.
Screenings of a scene from the movie will be available in the nearby 3D Muppets attraction theater
Muppet characters (Kermit the Frog, Miss Piggy, and Fozzie Bear) autograph signing/picture-taking with fans
Night Entertainment: Muppets Band, Dr. Teeth and the Electric Mayhem, will play live for guests in attendance on the
Muppet stage. Guests are encouraged to dance to the beat of Animals drums as they enjoy this nightly outdoor classic
rock concert. Special Muppet cocktails will be available for purchase including Miss Piggy Margaritas and Kermit Appletinis.
FLIGHT: Early March September *possibility of extension depending on success and future park plans
DVD Promotion:
Raise awareness of DVD release
Surrounding stores will have signage leading up to release and will sell DVD when available. Other Muppets
merchandise will also be present in stores.33
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DCA Muppet Mayhem Posters (rock band dcor inside park )
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SPONSORSHIP
OPPORTUNITIESThe following sponsorship
opportunities can be effective
ways to connect withconsumers in an environment
where they are comfortable
with receiving promotional
messages. Consumers expect
companies to be part of event
and welcome their
participation. The Muppets willhelp drive attendance to these
events by making them more
entertaining, interesting, and
exciting.
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Honda LA MarathonLos Angeles, California
March 18, 2012 Plan
Muppets banners and posters will bedisplayed throughout the entire event.
Green Kermit and Pink Miss Piggysweatbands will be handed out torunners and guests in attendance. The
headbands will be worn by runners tobe gain publicity from event photos.
A trained marathon runner will run themarathon dressed head to toe in arealistic Kermit the Frog costume.
The Muppets will help keep runnershydrated by handing out The Muppetsthemed water cups to runnersthroughout the race.
A Muppets tent will hand out couponsand premiums throughout the event andrun small contests for children to raiseawareness for the DVD release.
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S P i k D P d
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St. Patricks Day ParadeBoston, Massachusetts
March 18, 2012
Plan
A big green event for Kermit. Headbands will be distributed.
The cast of Muppets characters will make their way down the St. Patricks day parade on a float inspired bythe movie
The car driven across country in the film will tow the Muppets St. Patricks themed float
Muppets will sing from the float and wave to the crowd of up to a million attendees
Flyers and coupons will be distributed to raise awarenessfor the DVD release
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Yankees BaseballNew York, New York
April 14, 2011
Plan
The Yankees play the Angels
The first 50,000 guests in attendance willreceive a free Kermit bobble head in aYankees uniform
Kermit the frog will throw out the firstpitch of the game
Flyers and coupons will be distributed toall guests to drive purchase of the DVD
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PUBLICITYUnlike advertising and sales promotion , publicity is
not perceived as being sponsored by the company.
Therefore consumers perceive this information as
more objective and place more confidence in it.
Publicity results in a significant amount of free,
credible, word-of-mouth information regarding The
Muppets.
Publicity can either make or break the entire
promotional campaign; therefore, a focus is placed on
managing the timing and accuracy of publicity
surrounding The Muppets.
We will coincide the publicity with our promotions
and other special events to reinforce our advertising
for the DVD.
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MEDIA KIT
The media Kit will focus on providing important background information to the members of the press
about The Muppets. In order to break through the clutter, media kits will be sent in a Muppets themed
popcorn bucket. The media kit will be filled with premiums (i.e. pens, pads of paper, pencils, and
collectable Muppets Bobble heads) as well as information regarding the DVD release including:
Synopsis DVD release date and packaging options
Key dates and locations of events
Character/actor information
Information regarding partnerships, contests, sweepstakes
Electronic Press Kits will also be available with the offer of a one-time digital download of the movie
(watermarked and time sensitive).
Publicity - Key Communication Priorities
Target broadcast, print, online and radio outlets and capitalize on key storylines,
guest stars and behind-the-scene stories. Leverage Jason Segel and The Muppets popularity to secure stores in weekly and
long-lead publications, syndicates and magazines.
Highlight relatable themes to connect with audience through compelling and
aspirational storytelling.
Position the DVD as a take-home family movie.
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Timeline
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TimelineMARCH APRIL MAY
ADVERTISING
SYNERGY
SALES PROMOS
OOH (3/27 4/17)
TV (3/13 4/10)
RADIO (3/13 4/10)
DIGITAL (3/27 4/17)
MARCH - JUNE
MARCH - SEPTEMBER
APRIL PRINTEVENTS/SPONSORS
* Logos/picturesfor entire plan are
not all present
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Budget Allocation
TV
25%
15%RADIO
10%DIGITAL
10%
OOH7%
SPECIAL EVENTS/
SPONSORSHIPS
3%
SALES
PROMOTIONS30%
The total budget is $15 million, a higher amount than usual, due to the success of the movie release.
The DVD is in its introductory stage, and our main focus is to spend where we are selling so the
majority of our budget will be allocated to sales promotion techniques. Our second concentration will
be towards mass media to raise awareness and keep The Muppets DVD in consumers minds. Special
events and sponsorships will be our last marketing focus.
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APPENDIX