Marketing StrategyMarketing StrategyResearching and devising a Researching and devising a marketing strategy for your marketing strategy for your

documentarydocumentary

Initial researchInitial research

You need to complete research in order to satisfy the criteria for unit 4. You need to complete research in order to satisfy the criteria for unit 4. The aim of this is to analyse the marketing mix for existing mediaThe aim of this is to analyse the marketing mix for existing media products. The achieve the following grades, you will need to:products. The achieve the following grades, you will need to:PassPassYou provide a You provide a basic analysisbasic analysis of existing media . You give a basic of existing media . You give a basic description and a few examples of pricing and outlets. You briefly describe a description and a few examples of pricing and outlets. You briefly describe a couple of ways in which the product has been marketed.couple of ways in which the product has been marketed.MeritMeritYou provide a good description of the product, which cites a range of examples You provide a good description of the product, which cites a range of examples of pricing and outlets. You describe a range of ways in which it has been of pricing and outlets. You describe a range of ways in which it has been marketed.marketed.DistinctionDistinctionYou give a detailed description of the product and cite an extensive range of You give a detailed description of the product and cite an extensive range of pricing and outlets. You describe a range of ways in which the product has pricing and outlets. You describe a range of ways in which the product has been marketed and evaluate whether you think it has been successful or not.been marketed and evaluate whether you think it has been successful or not.

The ProductThe Product

You need to choose a documentary to You need to choose a documentary to

research. You could choose one of the research. You could choose one of the

ones we looked at for unit 2 such as ones we looked at for unit 2 such as

Super size me or Biggie and Tupac.Super size me or Biggie and Tupac.

You could also choose a documentary You could also choose a documentary which which

has been commercially released such as has been commercially released such as

March of the Penguins or Fahrenheit 9/11.March of the Penguins or Fahrenheit 9/11.

Describing the productDescribing the product

You need to describe the product:You need to describe the product:

What type of product is it?What type of product is it?

What happens in the documentary?What happens in the documentary?

What makes it different or unique?What makes it different or unique?

Who is in it?Who is in it?

What did they do?What did they do?

What type or style of documentary is it?What type or style of documentary is it?

AccessAccess

How did/do consumers access the product?How did/do consumers access the product?

Was it commercially released or shown on Was it commercially released or shown on

television or both?television or both?

Which channel was it on?Which channel was it on?

Which types of cinema was it shown in?Which types of cinema was it shown in?

Who distributed it?Who distributed it?

PricingPricing

How much would it cost to see the documentary?How much would it cost to see the documentary?How much might a television channel have paid for How much might a television channel have paid for it?it?If the documentary was shown on BBC or SKY If the documentary was shown on BBC or SKY then what would be the cost to the consumer in then what would be the cost to the consumer in accessing the channel?accessing the channel?How much is the DVD?How much is the DVD?Is the pricing affected by other factors?Is the pricing affected by other factors?How does the price compare to other, similar, How does the price compare to other, similar, products?products?

MarketingMarketing

In which ways was the documentary In which ways was the documentary marketed? For example, trailers in cinemas, marketed? For example, trailers in cinemas, on television, print advertising, interviews, on television, print advertising, interviews, sensationalism from the press, websites etc.sensationalism from the press, websites etc.Was the documentary branded in any way? Was the documentary branded in any way? (for instance if it was by a ‘famous’ (for instance if it was by a ‘famous’ filmmaker e.g. Michael Moore, Nick filmmaker e.g. Michael Moore, Nick Broomfield)Broomfield)

Effectiveness of the marketingEffectiveness of the marketing

How effective do you think the marketing of How effective do you think the marketing of

the documentary was?the documentary was?

Why do you think this is the case?Why do you think this is the case?

What can you use from the marketing What can you use from the marketing

campaign for your own documentary campaign for your own documentary

marketing?marketing?