Pitch Perfect 2 Deck

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Pitch Perfect Arielle Neal Annalisa DiTano Sarah Foster Marian Tordecilla Carin Crayne

Transcript of Pitch Perfect 2 Deck

Pitch Perfect Arielle Neal

Annalisa DiTano

Sarah Foster

Marian Tordecilla

Carin Crayne

The Brains behind the Bellas

Alto

Annalisa

DiTano

Double Base

Carin Crayne

Soprano

Marian Tordecilla Alto

Arielle Neal

Base

Sarah Foster

SWOT………………………………………………………………………………………………………………….…….…………..4

Company Background…………………………………………………………………………………..………………………..5

Film Overview………………………………………………………………………………………………….……………….......6

Competitive Analysis………………………………………………………………………………………………...……....7-14

Target Market …………………………………………………………………………………………………………..…...15-16

Brand Name……………………………………………………………………………………………………………....…….…..17

Packaging Considerations…………………………………………………………………………………………....….18-21

Channels of Distribution …………………………………………………………………………………………………...22

Pricing……………………………………………………………………………………………………………...…………….…..23

Marketing Objectives and Strategies……………………………………………………………………....……….…..24

Budget…………………………………………………………………………………………………………………....……….….25

Partnerships…………………………………………………………………………………………………………....….……...26

Trade and Consumer Objectives………………………………………………………………………………....………...27

National Publicity …………………………………………………………………………………………..…………………28

TV Spots………………………………………………………………………………………………………………...……….29-34

Magazine Spot…………………………………………………..……………………………………………………...…....……..35

Mall Advertisments…………………………………………………………………………………………………..………..36

Pizza Hut Promotion………………………………………………………………………………………………….………..37

Taco Bell Promotion…………………………………………………………………………………………....………...……..38

POP Program………………………………………………………………………………………………………....………….….39

VH1 Sponsorship ………………………………………………………………………………………………………….……..40

iHeart Radio Sweepstakes…………………………………………………………………………………….…....……41-42

Mash-up Contest………………………………………………………………………………………………….……………..43

Silent Disc……………………………………………………………………………………………………..……..…………….44

Social Media Promotion……………………………………………………………………..………………………….……..45

College Campus Exposure………………………………………………………………………………………….…… 46-48

Product Advertisements……………………………………………….……………………………………………………. 49

Timeline………………………………………………………………………………………………….…………………………. 50

Tab

le o

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on

ten

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SWOT Analysis

Strengths: ● Loyal fan base

● Catchy tunes from popular artists

● Has fans of all ages

● Internationally known

Weaknesses: ● Lost of interest in purchases of DVDs

● Males may not be interested

● Fans of the previous movie may have

higher expectations for the sequel

Opportunities: ● Social media can gain attention from those

who weren’t initially interested

● “Retailtainment”

● Numerous promotions through partners

● DIfferent contests and sweepstakes held to

promote the DVD

Threats: ● Other comedies released during the same

month

● Loss of consumer interest

● Piracy

● Decline in sales of DVDs in general

Universal Pictures is an American film

studio owned by Comcast through its

wholly-owned subsidiary NBCUniversal.

The distribution and other corporate offices

are in New York City, while the production

studios are in Universal City, CA.

Company Background

It was founded by Carl Laemmle, Mark Dintenfass,

Charles O. Baumann, Adam Kessel, Pat Powers,

William Swanson, David Horsley, and Jules

Brulatour in 1912. It is the world’s fourth oldest film

studios as part of Hollywood’s “Big Six” film

studios. Films distributed by Universal include

E.T., Jurassic Park, Despicable Me 2, Meet the

Fockers, Jaws, and Furious 7.

Pitch Perfect 2: Overview

Synopsis: after a wardrobe

malfunction involving fat amy and the

president, the barden bellas enter an

international competition that no

american group has ever won. can

the bellas win the gold and earn back

their status and right to perform.

Production company: Gold circle

films

Distributed by: universal pictures

Director: Elizabeth Banks

Rating: pg-13

Competitive Analysis

Direct Competition:

Competitive Analysis

Target Market:

18-55 yrs;

Predominantly

Women

Product Strategy /

Distribution

● Single feature

● Comedy

● Close release

date to Pitch

Perfect 2

Film Release Date:

June 5,

2015

Market Outlook

Competing Title: Spy

Release Date: June 5, 2015

Director: Paul Feig

Genre: Comedy/Action

Synopsis: Susan Cooper (Melissa McCarthy) is an unassuming, deskbound CIA

analyst, and the unsung hero behind the Agency's most dangerous missions. But

when her partner (Jude Law) falls off the grid and another top agent (Jason

Statham) is compromised, she volunteers to go deep undercover to infiltrate the

world of a deadly arms dealer, and prevent a global disaster.

Strengths:

● Appeals to a wide variety of audiences

● Stars new and favorable actors and actresses

● The film debuted to strong reviews at the SXSW Festival back in March

Weaknesses:

● Long run time, could lose audience’s attention

Competitive Analysis Market Outlook

Competitive Analysis

Direct Competition:

Hot Pursuit

Target Market:

13-55 yrs;

Predominantly older

Women

Product Strategy /

Distribution

● Single feature

● Comedy with

strong female

characters

● Close release

date to Pitch

Perfect 2

Film Release Date:

May 8,

2015

Competing Title: Hot Pursuit

Release Date: May 8, 2015

Director: Anne FLetcher

Genre: Action & Adventure/Comedy

Synopsis: In "Hot Pursuit," an uptight and by-the-book cop (Reese

Witherspoon) tries to protect the sexy and outgoing widow (Sofia

Vergara) of a drug boss as they race through Texas, pursued by

crooked cops and murderous gunmen.

Strengths:

● Appeals to strong women due to strong women leading roles ● ad debuted at No. 1 on the Movie Commercial Tracker, with an

estimated $9.5 million spent on 1,115 national airings across 39

networks led by MTV and VH1.

Weaknesses:

● “Chick Flick”, does not appeal to male audiences

Competitive Analysis Market Outlook

Competitive Analysis

Direct Competition:

Avengers:

Age of Ultron

Target

Market:

Men and

women ages

13 and up;

Marvel Fans

Product Strategy /

Distribution: ● Popular

franchise

● Epic Series

based off

comic books

● Promoted at

Comic-Con

● Same release

month as Pitch

Perfect 2

Film Release Date:

May 1,

2015

Competing Title:

Release Date: May 1, 2015

Director: Joss whedon

Genre: Action & Adventure, Science Fiction & Fantasy

Synopsis: Joss Whedon returns to write and direct the follow-up to the

ultra successful Avengers film. The picture completes Marvel Studios'

Phase 2 films, which includes Thor: The Dark World, Captain America:

Winter Soldier, Edgar Wright's Ant-Man, and Guardians of the Galaxy.

Strengths:

● Well-known franchise

● Huge fan base

● Numerous advertising and marketing campaigns

● Huge part of Comic-Con

Weaknesses:

● Long run time, could lose audience’s attention

Avengers: Age of Ultron

Competitive Analysis Product Substitutes

Product Substitute:

Product Strategy:

● Online streaming featuring

movies and TV shows

● Monthly fee of $7.99

● Unlimited viewing time

Product Distribution:

● Anyone can view online at

any time

● Can stream through

computers, smart phones,

and other various devices

● Mobile App

● Movie releases after

several months after DVDs

● Mail Delivery

Product Substitute:

Competitive Analysis Product Substitutes

Product Strategy:

● DVD rental

● Very Affordable

● Convenient; can be

found in most

grocery stores

Product Distribution:

● DVD Rental machine

that can be found in

most grocery

/convenience stores

● DVDs found in

RedBoxes have

been already

released on DVD for

1-2 months

Target Market

Age:

● College Students all over the country

Gender:

● Male and Female

Market Size:

● 85% of Americans own a DVD player

● 7% of Americans are enrolled in

College

● Overall Size of Target Market- 20

million

Discretionary Funding:

● 117 Billion Dollar Spent Annually

Demographics and size

Target Market Psychographics

Personality

● spontaneous

● observant

● young

● impulsive

● compassionate

● passionate

● caring

● motivated

● enthusiastic

Values

● motivated by self

expression

● goals are set for

graduating

● strive for attention

● want success

Lifestyle

● seek variety and

excitement

● risky

● savor the new

● college life

● won’t pass up a

good time

Brand Name

The First pitch Perfect movie was loosely

adapted from Mickey Rapkin’s non-fiction Novel

Pitch Perfect: The Quest for Collegiate A

Cappella Glory. Thus the film was born and

filming concluded in December 2011, Baton

Rouge, Louisiana. It premiered in Los Angeles

September 2012 and was a massive success

with positive reviews from critics. It became a

sleeper hit and the film earned over $113 million

worldwide, making it the second highest grossing

music comedy film, just behind School of Rock.

Packaging Considerations- 3 DVD Covers

Standard The standard DVD’s in the promotion will also carry the the IRC on the front

of the boxes, encouraging more sales of DVD’s.

Pricing: $19.99

(Found inside DVD) +the last 3 digits of barcode

Terms and Conditions apply, more info

on the reverse

TEXT CODE:

Iheartsweepstakes+ t

TEXT CODE:

Packaging Considerations- 3 DVD Covers

Iheartsweepstakes+ t

TEXT CODE:

Blu Ray

● Promotion will also cover blu Ray copies

of the DVD as seen on the front of the

box

● Also available on the Blu Ray 3D

Pricing: $29.99

Packaging Considerations- 3 DVD Covers

Iheartsweepstakes+ t

TEXT CODE:

Deluxe Edition ● This premium edition will not only

contain the standard disc but the

standard XL edition Disc and the blu

Ray Copy.

● The standard XL disc will also have

sing-a-long feature from the Pitch

Perfect Soundtrack and will have

covers by other artists Also

● The Box will also contain a flashdrive

with the software for anyone (Dj or

non DJ) to create their own mash-up

of the Pitch Perfect Soundtrack to

enter the ‘Mash-Up’ competition.

Deluxe Edition Box Set

$69.99 (directions

inside)

Limited Edition “Treble Maker” Box Set

Specialised box set will include:

● The deluxe edition discs

● Decorative Cases

● Pitch Perfect T-Shirt

● Bluetooth compatible speakers

● Free digital download of the

soundtrack

Channels of Distribution

Social Sites

Twitter

Facebook

Instagram

Snapchat

In Store

Target

Walmart

Cosco

Best Buy

Ralphs

CVS

Digital Retailers

Amazon

Ebay

Google Shop Magazine Spot

Cosmo

TV Spots

Major league baseball

Ellen show

Jimmy Fallon

Target commercial

VH1

Radio Spot

iHeartradio

Events Associated with

partners

Red Bull events

VH1 events

iHeartradio events

target events

DJ hero

Pizza hut/ Taco Bell

Dixie

Marketing Strategies: ● create anticipation and

excitement for dvd release

● raise awareness of the release

of the film on dvd

● incentivize dvd sales with unique

and exciting promotions

● propel dvd sales within all

channels of distribution

Marketing Objectives: ● $90,000,000 in Domestic dvd

sales

● 6,000,000 units sold

domestically within 12 months of

release

● $25,000,000 in Domestic Blu ray

sales

● 2,000,000 units sold

Domestically within 12 months of

release

marketing objectives & strategies

Bu

dg

et

Radio $50,000

Alternative Media $175,000

Sweepstakes $40,000

Special Events/Travel $200,000

TV Advertising $50,000

Magazine $100,000

Retailtainment $250,000

Partnerships $75,000

Playoffs $2,000,000

Total Costs $2,940,000

Partnerships

Trade and Consumer Objectives

Trade

1. Get the product (DVDs) into at least 100

retail channels of distribution- All of these

national Target stores, holding all 3

editions of the DVDs.

2. Partner with a major retail corporation

and consumer food partners to enable us

to obtain the front of store priority

position to access the retailtainment

points in stores and primary promotional

areas.

3. A high amount of shelf space in stores

and promotions through other areas of

retailers, eg food aisles to encourage

more sales.

Consumer

1. Sign at least two branded

partnerships with popular products

2. Developing new possibilities to

product more products to increase

awareness and interest

3. The ability to utilize the said

partnerships to encourage further

sales in the Blu Ray and Deluxe

editions.

4. Give the consumers multiple

opportunities to participate in

various promotional opportunities eg

Sweepstakes

National Publicity

TV Spots

● The “Bellas” appear during a

baseball game

● The Bellas Perform an acapella

performance of the National

Anthem

● “Fat Amy” throws the “Perfect first

pitch”

TV

Spots

TV

Spots ● Interviewed by Ellen

● The Bellas teaches Ellen “The Cup

Song”

● Ellen introduces newest feature on her

“Heads Up” app featuring hit songs

from “Pitch Perfect 2”

● The Bellas demonstrate the app on

Ellen by competing with each other

● Ellen gives the new Pitch Perfect 2

DVD, signed by all the Bellas, to her

audience

TV

Spots

● Commercial featuring the Bellas

dancing and singing

● Promote the DVD through

Target’s newest promotion:

Target Style

Acapella,

Target Style

TV

Spots

The VH1 Save The Music Foundation is a

non-profit organization dedicated to

restoring instrumental music education in

America's public schools, and raising

awareness about the importance of music

as part of each child's complete

education. All products bought 10%

goes towards save the music

foundation.

The Bellas endorse VH1’s Save the

Music Foundation through

commercials on VH1.

TV

Spots

● The Bellas appear on “The Tonight

Show” starring Jimmy Fallon

● The Bellas compete against each

other in the “Lip Sync Battle”

Lip Sync

Battle

ANNA

KENDRICK,

BRITTANY

SNOW, AND

REBEL

WILSON shows us how to reach

the “Perfect Pitch”

BRING

YOUR “A”

GAME TO

BED give him the time of his life

SEXY LITTLE WORKOUT 2 weeks to

tight cheeks

Could

your man

be GAY? 7 signs he could be

Pitch

Perfect 2 Edition

● Cosmopolitan magazine

features some of the Bellas from

“Pitch Perfect 2”: Anna

Kendrick, Brittany Snow, and

Rebel Wilson

● Magazine features an interview

asking about their roles in “Pitch

Perfect 2”

● The girls give some pointers on

how to hit the “perfect pitch”

Magazine Spot

Mall Advertisements

Mall billboards will be

located by entrances and

outside of major

department stores.

Placed in all major malls

located in the U.S

They will promote the DVD

release of the film

Pizza Hut Promotion

Fat Amy Style!

$ 22 99

Try the Fat Amy

Box and get 10%

off the Pitch

Perfect 2 DVD at

Target!

Try the Fat Amy

Box and get 10%

off the Pitch

Perfect 2 DVD at

Target!

10% OFF COUPON

Pitch Perfect 2

@ TARGET Cut me out and take me with you!

Terms and Conditions apply

Taco Bell Promotion

TacoBella Performance

Meal ● 2 Burritos

● 3 Doritos Taco

● Crunch Wrap

● Cinnamon Twists

● Large Soda

10% OFF COUPON

Pitch Perfect 2

@ TARGET Cut me out and take me with you!

Terms and Conditions apply

Performance

Taco Bella Meal

Limited

Time Only

Me

al

the recorder in box

Point of Purchase Program

Match Fat Amy’s Pitch!

PITCH

These stands will

be in most Target

stores. A 3D Fat

Amy will be setting

different pitches

for consumers to

test their singing

ability. Sing into

the pitch-meter

and see how well

you can pitch!

iHeartRadio Festival Sweepstakes

Win a trip for two to Las Vegas for

the iHeartRadio Music Festival 2015!!

➢ Who we’re targeting: Young fun, music-loving individuals. Those who are most likely to purchase dvds as well as

attend music festivals. Need to Be 18 Years or older

➢ Methods of entry: Participants may enter through a coupon code present on all pitch perfect dvds. Contests requires

entry through submission of video via social media hashtags.

➢ Prizes: Prize includes two tickets to the iHeartRadio music festival as well as an all inclusive 3-day, 2-night stay in the

mgm grand las vegas. dj hero prize includes a 2-hour set in the silent disco tent at the iheartradio festival one one of

the 2 days of the festival. as well as merchandise, publicity, a write-up on iheartradio.com, and exposure through

iheartmedia.

➢ No cash substitutes: winner must accept prize as is or forfeited.

➢ Timing specifics: dvd sales will begin in july 2015. Sweepstakes ends august 25th 2015. winners will be selected via

random drawing and notified between 08/27/15 and 08/31/15.

➢ Notifications: Winners will be notified via telephone numbers provided.

➢ Disqualifications: participants will be disqualified if false information is given.

➢ Cancellation clause: if sweepstakes is cancelled for any reason a public statement will be made. A text message and

email will be sent out as well.

➢ Liability: iheartradio is liable for any charges incurred at mgm grand las vegas and on the iheartradio music festival

grounds. All other charges are the responsibility of the guests.

➢ Affidavit of eligibility: Affidavit must be signed and submitted electronically or postmarked by september 5, 2015.

➢ Statement of publicity rights: Permission to use winners names and photos need to be given at the time of

submission.

Sweepstakes/Contest Rules

Mash-Up Contest

● A mashup contest will be held along with

the sweepstakes

● with the purchase of the deluxe dvd will be

playlist and instructions to create mashup

● submit mp3 or video via social media

● #pp2mashupcontest

● #iheartradiofest

● Winners will receive one-on-one lessons

with a celebrity dj

● dj a set at silent disco tent at iheartradio

fest

● Mix will be downloadable for purchase

through iheartradio app

You could be an

iHeartRadio Silent Disco

The two winners of the

Mash-up DJ competition will

have the opportunity to play

at iHeartradio first ever

silent disco at their festival

in the DJ Hero tent!

Social Media- Sweepstakes & contest

#pitchperfectmashup #iheartradiofest

Purchase PP2 Deluxe DVD today for your chance

to win

On DVD Now

Can you mashup like Becca? Show Us What you

got!! #mashupcontest #pitchperfect2dvd #deluxe

DVD in

stores

now!!

Mashup Contest will be

promoted through various

social media sites

#PitchPerfectMashup

#MashupContest

#PitchPerfect2DVD

#Deluxe

#Silent Disco

“Red Bull Pong”

-grabs attention

-plays hit songs from movie

-raises movie awareness

-wakes students up

College Campus Exposure

College Campus Exposure

“Sing along with the

Bellas”

Guess that song game!

Guess 10 songs from the top

hits in the movie get a $20 gift

card for iheartradio

purchases.

-grabs attention

-plays hit songs from

movie

-raises movie

awareness

-puts students’ minds at

ease for a minute

-reminds them to buy

DVD to enter

sweepstakes

Flyer passed out on college campuses

Purchase any

size Dixie Cups

or Red Bull and

receive 10 %

off DVD

Purchase Pitch Perfect 2 on

DVD to enter our sweepstakes!

WIN 2 TICKETS

AND A 2 NIGHT

STAY IN

VEGAS!

WIN

INSTANTLY!!!

Advertisements on products

Get 10 %

off DVD

instantly (directions

inside)