Planes new marketing
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Transcript of Planes new marketing
![Page 1: Planes new marketing](https://reader034.fdocuments.in/reader034/viewer/2022042607/5592c5321a28abca0f8b4721/html5/thumbnails/1.jpg)
AUDIENCE (FAVORABLE)
John Lasseter Klay Hall
� CEO of Pixar
� Head producer of Planes
� Co-Writer of Planes
� Director of Planes
� Co-Writer of Planes
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NEW MARKETING STRATEGY FOR ‘PLANES’
Caroline Cho
Kai Chen
CMN 211
04 / 07 / 2014
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WHY DO YOU LOVE DISNEY’S MOVIES?
� Love story (65%)
� Friendship (25%)
� Dream comes true (10%)
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HOW ABOUT PLANES? � Great story line : Dream comes true
� Friendship
� Little bit of Love story
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SITUATION
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� Public Awareness
� Low revenue
� Low box office ranking
SITUATION
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THEN WHY?
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SOLUTION � 4 Ps
� Product
� Price
� Place
� Promotion
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BENEFITS � Benefit 1
- Increase Public Awareness
� Benefit 2
- Reduce Costs
� Benefit 3
- Improve sales
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COST ANALYSIS Program Cost Quantities Total
PR Professional Wage $300/hour 140hours $42,000
Research $500/each Three $1,500
Advertising $3000/each post Two $6,000
Preview $2000 One $2,000
Free drinks and Popcorn $5000 $5,000
Total $56,500
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IMPLEMENTATION PLAN Three-month Project
a. Research Month (The first month)
b. Promotion Month (The second and half of third month)
c. Evaluation Month (The remaining time)
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IMPLEMENTATION PLAN • Find a PR professional
• Do three focus groups
• Do one quantitative research
Research Month
• Create advertising
• Make a movie preview
• Provide benefits for theaters
Promotion Month
• Calculate costs
• Calculate profits
• Prediction
Evaluation Month
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CONCLUSION Public Awareness
Revenue
Box Office Rankings
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Thank you
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Q & A