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The Walt Disney Company &MARVEL Entertainment<br />1<br />Josh Bohnenkamp  	Kyle Edington     Jaylen Edomwande     Samanth...
2<br />
Disney’s Integration of MARVEL<br />Review Issues from Fall Quarter<br />Provide Three Alternatives<br />Defend our Select...
Demographic Statistics<br />Ages 8-18<br />	Male and Female – over 7.5 hours a day<br />	TV – Video Games – Computer<br />...
Company Highlights & Fall Quarter Review<br />5<br />
Issues (from Fall Quarter)<br />Demographics<br />Disney Retail<br />Theme Parks<br />Character Image/Portrayal<br />6<br />
7<br />
Alternative #1<br />Creation of a MARVEL Theme Park<br />8<br />
North American Attendance<br />9<br />
Alternative 1: MARVEL Theme Park<br />Experience<br />Exclusively MARVEL Characters<br />10<br />
11<br />
12<br />
Alternative 1 Decision: Hold<br />Theme Park in Dubai – under development<br />Unknown MARVEL Characters<br />Transition o...
Alternative #2<br />Disney-MARVEL Retail Opportunities<br />14<br />
Alternative 2 – MARVEL Retail <br />15<br />
Disney Retail <br />$700 million in revenueUnited States, Canada, Europe & Japan Retail rollercoaster 2004-2008The Childre...
Alternative 2 Decision: Hold<br />Disney’s need to focus on their retail revitalizationDisney has the opportunity to test ...
Alternative #3<br />Character Development Pipeline<br />18<br />
Proven Method<br />Introduce New Talent on an established show<br />Create a new television series<br />Recording Contract...
Disney Channel Life Cycle<br />Miley Cyrus<br />Selena Gomez<br />Jonas Brothers<br />DemiLovato<br />2006<br />Miley Cyru...
BCG Matrix<br />21<br />Bridget Mendler’s<br />Good Luck Charlie<br />High<br />Business Growth Rate<br />STAR<br />????<b...
The Miley/Hannah Montana Effect<br />Original Television Season cost  =  $15.6 million<br />85 episodes<br />$225 million ...
Strategy Implementation Diagram<br />23<br />
Objective<br />Incorporate the MARVEL Library into various channels <br />Effective targeting the of ‘under 18’ boy market...
Modified MARVEL Pipeline (TV)<br />On new episodes of MARVEL television series, give new characters guest spots.<br />Thes...
Estimated MARVEL Time Line - Television<br />26<br />2015<br />2011<br />Spider-Man and his Amazing Friends<br />2013<br /...
Modified MARVEL Pipeline (Movie) <br />27<br />Release a feature length film with new MARVEL Characters<br />Create a new ...
Estimated MARVEL Time Line- Movie<br />28<br />2015<br />2011<br />THOR<br />The First Avenger:  Captain America<br />2013...
Current Example – <br />29<br />2012<br />The Avengers<br />2011<br />The First Avenger: Captain America<br />2008<br />Ir...
Value Chain - Highlights<br />Access to Technology<br />		3D Developments<br />		Pixar Animation<br />Consolidating Redund...
Alternative 3 – Decision: GO<br />Television presents a Low Cost/Low Risk<br />Cable Networks – Profitable<br />Combining ...
Financial Situation<br />32<br />
Financial Analysis<br />Acquisition of MARVEL aimed at generating long-term profits<br />MARVEL shareholders received $30 ...
Return On Investment<br />High School Musical	<br />		$5 million – Made for TV Movie cost<br />		$150 million in Operating...
Financial Analysis<br />Past performance when using this pipeline formula has been very successful<br />Cable networks and...
Financial Analysis<br />Disney’s revenues were over $36 billion with a net income of $3.3 billion in 2009<br />Disney’s pr...
Projected Financials - EPS<br />EPS for 2009 were 1.76<br />We expect  this number to increase about 10% over the next 3 y...
Projected Financials – Net Income<br />Disney will average a 4% increase in Net Income over the next 5 years with over $4....
Conclusion<br />39<br />
Excellent Opportunities<br />NOW <br />	Television & Movie Franchise Development<br />FUTURE Considerations<br />	Theme Pa...
41<br />Disney Stock<br />Disney Stock<br />MARVEL Stock<br />
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Disney Marvel LinkedIn

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  • 60,000,000 – episodes30,000,000 – movie budgetConcert Grossed – 42.7 million
  • Transcript of "Disney Marvel LinkedIn"

    1. 1. The Walt Disney Company &MARVEL Entertainment<br />1<br />Josh Bohnenkamp Kyle Edington Jaylen Edomwande Samantha Ludwig<br />
    2. 2. 2<br />
    3. 3. Disney’s Integration of MARVEL<br />Review Issues from Fall Quarter<br />Provide Three Alternatives<br />Defend our Selected Alternative<br />Review Financial Implications<br />3<br />
    4. 4. Demographic Statistics<br />Ages 8-18<br /> Male and Female – over 7.5 hours a day<br /> TV – Video Games – Computer<br />4<br />
    5. 5. Company Highlights & Fall Quarter Review<br />5<br />
    6. 6. Issues (from Fall Quarter)<br />Demographics<br />Disney Retail<br />Theme Parks<br />Character Image/Portrayal<br />6<br />
    7. 7. 7<br />
    8. 8. Alternative #1<br />Creation of a MARVEL Theme Park<br />8<br />
    9. 9. North American Attendance<br />9<br />
    10. 10. Alternative 1: MARVEL Theme Park<br />Experience<br />Exclusively MARVEL Characters<br />10<br />
    11. 11. 11<br />
    12. 12. 12<br />
    13. 13. Alternative 1 Decision: Hold<br />Theme Park in Dubai – under development<br />Unknown MARVEL Characters<br />Transition of MARVEL Characters to being family friendly<br />13<br />
    14. 14. Alternative #2<br />Disney-MARVEL Retail Opportunities<br />14<br />
    15. 15. Alternative 2 – MARVEL Retail <br />15<br />
    16. 16. Disney Retail <br />$700 million in revenueUnited States, Canada, Europe & Japan Retail rollercoaster 2004-2008The Children’s Place, LLC “Imagination Park” – Steve Jobs’ vision Requires $.75-$1 MillionRevamp 340 stores<br />16<br />
    17. 17. Alternative 2 Decision: Hold<br />Disney’s need to focus on their retail revitalizationDisney has the opportunity to test their retail “imagination parks” before opening MARVEL retailCreation of broader market to strengthen MARVEL fan base <br />17<br />
    18. 18. Alternative #3<br />Character Development Pipeline<br />18<br />
    19. 19. Proven Method<br />Introduce New Talent on an established show<br />Create a new television series<br />Recording Contract<br />Play songs on Radio <br />Concert Series<br />Merchandising & Licensing Opportunities<br />19<br />
    20. 20. Disney Channel Life Cycle<br />Miley Cyrus<br />Selena Gomez<br />Jonas Brothers<br />DemiLovato<br />2006<br />Miley Cyrus<br />Hannah Montana<br />2007<br />Selena Gomez<br />2008<br />Jonas Brothers<br />2005<br />High School Musical<br />2009<br />DemiLovato<br />2010<br />Bridget Mendler<br />20<br />
    21. 21. BCG Matrix<br />21<br />Bridget Mendler’s<br />Good Luck Charlie<br />High<br />Business Growth Rate<br />STAR<br />????<br />Low<br />CASH COW<br />DOG<br />High<br />Low<br />Position/Market Share<br />
    22. 22. The Miley/Hannah Montana Effect<br />Original Television Season cost = $15.6 million<br />85 episodes<br />$225 million in ticket sales<br />Best selling Miley Cyrus autobiography<br />2 sold-out concert tours<br />Merchandise – from books to clothing<br />22<br />
    23. 23. Strategy Implementation Diagram<br />23<br />
    24. 24. Objective<br />Incorporate the MARVEL Library into various channels <br />Effective targeting the of ‘under 18’ boy market <br />Generate larger fan base<br />24<br />
    25. 25. Modified MARVEL Pipeline (TV)<br />On new episodes of MARVEL television series, give new characters guest spots.<br />These recurring roles can lead to a new series based on the new characters<br />Develop supplemental entertainment<br />Create a made-for-television movie, or direct release DVD<br />License merchandise for the character.<br />25<br />
    26. 26. Estimated MARVEL Time Line - Television<br />26<br />2015<br />2011<br />Spider-Man and his Amazing Friends<br />2013<br />2014<br />2012<br />
    27. 27. Modified MARVEL Pipeline (Movie) <br />27<br />Release a feature length film with new MARVEL Characters<br />Create a new television series to the new MARVEL Character to add to the value of the characters popularity<br />Develop supplemental entertainment<br />Create a made-for-TV movie, or<br />License merchandise for the character.<br />
    28. 28. Estimated MARVEL Time Line- Movie<br />28<br />2015<br />2011<br />THOR<br />The First Avenger: Captain America<br />2013<br />2014<br />2012<br />
    29. 29. Current Example – <br />29<br />2012<br />The Avengers<br />2011<br />The First Avenger: Captain America<br />2008<br />Iron Man<br />The Incredible Hulk<br />2010<br />Iron Man 2<br />2009<br />
    30. 30. Value Chain - Highlights<br />Access to Technology<br /> 3D Developments<br /> Pixar Animation<br />Consolidating Redundant Groups<br />In House Movie Production<br />30<br />
    31. 31. Alternative 3 – Decision: GO<br />Television presents a Low Cost/Low Risk<br />Cable Networks – Profitable<br />Combining successful Development Methods<br />31<br />
    32. 32. Financial Situation<br />32<br />
    33. 33. Financial Analysis<br />Acquisition of MARVEL aimed at generating long-term profits<br />MARVEL shareholders received $30 per share plus .745 Disney shares<br />This resulted in roughly 59 million new shares issued by Disney<br />33<br />
    34. 34. Return On Investment<br />High School Musical <br /> $5 million – Made for TV Movie cost<br /> $150 million in Operating Income<br />Hannah Montana<br /> Est. Cost 85 Episodes: $700,000 per = $60 mil. total<br /> Movie Budget: $30 mil. Gross: $225 mil.<br /> Concert Tours: Average Gross - $45 million<br /> Total Estimated Value: $1 billion <br />34<br />
    35. 35. Financial Analysis<br />Past performance when using this pipeline formula has been very successful<br />Cable networks and television<br /> LOW RISK<br /> 80% of NI from Cable Networks<br />Effective use of MARVEL’s 5,000 characters will allow Disney to become more profitable<br />35<br />
    36. 36. Financial Analysis<br />Disney’s revenues were over $36 billion with a net income of $3.3 billion in 2009<br />Disney’s profitability ratios are very strong compared to industry medians<br />36<br />
    37. 37. Projected Financials - EPS<br />EPS for 2009 were 1.76<br />We expect this number to increase about 10% over the next 3 years to about 2.40 in 2012<br />37<br />
    38. 38. Projected Financials – Net Income<br />Disney will average a 4% increase in Net Income over the next 5 years with over $4.3 billion in 2013<br />38<br />
    39. 39. Conclusion<br />39<br />
    40. 40. Excellent Opportunities<br />NOW <br /> Television & Movie Franchise Development<br />FUTURE Considerations<br /> Theme Parks <br /> Retail Stores<br />40<br />
    41. 41. 41<br />Disney Stock<br />Disney Stock<br />MARVEL Stock<br />
    42. 42. Brand Strategy<br />Maintain consistency of MARVEL content, do not change (No Disney-izing to please MARVEL target market)<br />Build a brand (new MARVEL character) around consistent Disney Channel formula (Hannah Montana, Jonas Brothers, High School Musical)<br />42<br />
    43. 43. Character Development<br />Continue to honor agreements/contracts with outside studios/production companies<br />Develop characters through Television: Disney XD<br />Grow into characters into television & movie franchises, etc.<br />Attract the expanded age-group<br />43<br />
    44. 44. Distribution of Content<br />Increase forms of digital distribution, similar DisneyDigitalBooks, for MARVEL fans<br />Use other Disney properties/companies to utilize characters, i.e. Pixar<br />44<br />
    45. 45. Market Strategy<br />License the right to use characters, character’s likeness to different companies to produce products, toys, household items, school products, clothing, video games<br />The addition of MARVEL content to the overall Disney retail strategy<br />45<br />
    46. 46. Firm Infrastructure<br />-<br />Supporting Activity<br />Human Resource Management <br /><ul><li> Consolidate HR, FINC, ACCT
    47. 47. PIXAR Animation
    48. 48. 3D Technology increasing: ESPN3D + televisions @ CES2010</li></ul>Technology<br /><ul><li> Learning strategies and development styles between Disney/MARVEL – cable success, theme park, development</li></ul>Imagineering & Development<br />Theme Parks & Resorts<br />Cable Networks<br />Studio Entertainment<br />Consumer Products<br />Service<br />-Combines #1 and #4 ranked Licensors.<br />-Pull up to 15% for licensing fees<br /> - ESPN, high exclusive rights fees<br /> - low risk character development<br />-Significant production costs associated with marketing and producing a film<br />-Gives Disney chance to compete, in the highly successful superhero genre<br />Self-produced – or in-house production within Disney<br /> - Theme Park in Dubai<br />Primary Activity<br />46<br />
    49. 49. 47<br />
    50. 50. 48<br />
    51. 51. 49<br />
    52. 52. 50<br />
    53. 53. 51<br />
    54. 54. 52<br />
    55. 55. 53<br />
    56. 56. 54<br />
    57. 57. 55<br />
    58. 58. 56<br />
    59. 59. 57<br />
    60. 60. 58<br />
    61. 61. 59<br />
    62. 62.
    63. 63. 61<br />PESTEL<br />
    64. 64. 62<br />SWOT ANALYSIS<br />
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