Marvel Enterprises

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Our solution to Marvel\'s increasing market power and expanding product portfolio centered around acquiring human and physical capital to vertically integrate the movie production process.

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Marvel Enterprises

  1. 1. Marvel EnterprisesA plan for sustained growth 1
  2. 2. Based on Marvel’s current market position, it needs toanswer two key questions about its future positionMarvel Enterprises is thenumber 1 comic book publisher Marvel has experienced anand licenser in the US, ahead of increase in sales andclosest competitor, DC Comics. profitability, and now needs toThere has been slow to virtually position itself for future.no growth in publishing. 1 2 Should Marvel focus on Should Marvel invest in its core heroes or more capital-intensive, introduce its lesser but potentially more known heroes? profitable projects? 2
  3. 3. We recommend Marvel focus on introducing other heroesand investing in more capital-intensive projects 1 2 Should Marvel focus on Should Marvel invest in its core heroes or more capital-intensive, introduce its lesser but potentially more known heroes? profitable projects? Profitability Brand Equity Growth Potential 1. Build Marvel Universe by introducing new heroes with known heroes. 2. Invest in capital-intensive projects, specifically, movie production. 3
  4. 4. Licensing has led to Marvel’s rebound andrapid growth 1939 1990s 1998 2003 Introduction of Licensing 15% increase in 20x increase in market share stock price 4
  5. 5. Customers can be segmented by 3 mainproduct categories Publications Toys Motion Pictures • Males • Boys • Mass audience • 13-23 yrs • 4-12 yrs • Beyond • Established • Collectors (20%) publications Readers 5
  6. 6. Competitors span across the differentbusinesses Publications Toys Movies • DC Comics (35%) • Bandai • Warner Brothers • Smaller industry • Hasbro • Pixar distributors • Mattel • (Incredibles) (25%) 6
  7. 7. Business Model Publishing Toys Marvel Licensing – Motion Films Licensing – Other Products Marvel owns Marvel does not own 7
  8. 8. Currently, the motion picture segment is growing thefastest, but we only retain 7% of salesBreakdown of Revenue Percentage of Total Revenueand CAGR (’01-03) by Business Marvel Retains from Box Office Sales 97% 7% 24.51% 21.09% 22% 12% 14.56% 93% Publishing Toys Licensing - Movies Marvel has to capitalize on the movie production and distribution process. 8
  9. 9. The Marvel Universe is our greatest strength Spider-man Deadpool Iron Man The MarvelFantastic UniverseFour X-men Hulk Elektra Marvel needs to be a masterbrand, not a house of brands. 9
  10. 10. Marvel wants to seize the opportunity tocapitalize on Motion Films Publishing Toys Marvel Motion Films for Core Heroes Licensing – Motion Films for Non- core Heroes Licensing – Other Products Marvel owns Marvel does not own 10
  11. 11. Lesser known heroes who find success in movies willbecome the future core heroes and be produced by Marvel Lesser known heroes Core heroes If successful Licensing Phase Production Phase 11
  12. 12. Marvel can leverage existing equity of core heroesto introduce new content with lesser-known heroes Criteria Production Licensing Gross sales > $250 m < $250 m Characters Core heroes Team = Core + Lesser known Audience Mass market Comic book fan base Goal of movies Introduce audience Discover potential to Marvel Universe core heroes 12
  13. 13. The toy market is highly competitive anddriven by volumePercentage of Marvel Toy Sales vs Industry 19% 19% Marvel Toys 35% Margins Marvel is making high margins in a competitive market by licensing. 13
  14. 14. Publications are not growing at a sustainable rate, but cancontribute as R&D to rising demand for online products Specialty Marvel Consumers Stores E-Comics Marvel is making high margins in a competitive market by licensing. 14
  15. 15. Based on the potential profits Marvel can retain by producingand distributing films, it should produce 683 Licensing Profits (millions) 296 221 Potential Production Profits (millions) 104 122 95 68 57.54 28.5 4.76 21 6.65 7.28 16.94 0.07 1 Projected Profit (‘04): Projected Profit (‘04): $1.1 b $0.5 b 15
  16. 16. Acquire studio and talentHigh Introduce lesser known heroes into core hero movies Develop e-comicsMedium Creation of new characters via publications Own all movie productionsLow Develop toy production capability Time 16
  17. 17. Thank you! Questions? 17

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