4. Table of ContentsPlot Synopsis
Into the Woods combines the well-known fairy tales of Cinderella, Rapunzel, Jack
and the Beanstalk, and Little Red Riding Hood with the story of the Baker and his
Wife who desperately want a child. Unfortunately, the Baker and his Wife have been
cursed with childlessness by a witch and must perform various missions involving
the characters in the other fairy tales to break the spell. The Baker and his Wife must
bring the witch a cow as white as milk, a cape as red as blood, hair as yellow as
corn, and a slipper as pure as gold. After a series of failed attempts, the Baker and
his Wife finally are able to perform the tasks necessary to break the spell. Once the
characters have accomplished their goals, however, they learn about the pitfalls of
greed and gluttony. Finally, they learn about their need for community and family
when they must unite to fight against the wife of the giant Jack killed who has
decided to come back for revenge.
4
5. Strengths:
● Disney’s loyal fanbase
● Only company to produce a live action fantasy
films except Snow White and the Huntsman
● Theme parks to promote movie
● Disney owned channels and radio stations
● Includes several fairy tales some of which are
mainstream Disney stories
● HBO on demand etc., allows for a limited time
rental
Weaknesses:
● Redbox takes away from the purchase of the Blu-
ray/DVD
○ Many just want to rent it for a night versus
buying the DVD
● The popularity of DVD’s/Blu-rays is declining
○ People are digitally downloading their
movies
Opportunities:
● Reach an older audience
● Disney’s first movie that has been taken from a
broadway musical
● A new market for introducing new twists to fairy
tales that we grew up watching and reading.
Threats:
● Competing movies that will be released around
the same time (Summer releases)
○ Other productions releasing similar movies
will take away from our market share
● Illegal downloading and streaming can hurt the
movie’s profit margin.
SWOT
5
6. Table of ContentsCompany Background:
Disney
● The Walt Disney Company began in 1923
● Almost a century later the company is now a leading international entertainment and
media enterprise which
● Comprises of five segments:
○ media networks, parks and resorts, studio entertainment, consumer products and
interactive media.
● The Walt Disney Company still embodies its values and aims to create memorable
experiences for their fans and consumers, through their products, films, and theme
parks.
● The company has an estimated value of $142 billion.
6
7. Table of ContentsCompetitive Analysis
● Major movies that are premiering at the same time as Into The Woods that target
the same segments
○ (October-December).
● Though there are no release dates set as of yet for these movies, we can
assume that they will be released around the same time as Into The Woods.
7
8. Table of ContentsThe Book of Life (Fox)
In Theatres: October 17th
Director: Jorge Gutierrez
Synopsis: THE BOOK OF LIFE, a vibrant
fantasy-adventure, tells the legend of
Manolo, a conflicted hero and dreamer who
sets off on an epic quest through magical,
mythical and wondrous worlds in order to
rescue his one true love and defend his
village.
○
8
9. Table of ContentsBig Hero 6 (Disney/Pixar)
In Theatres: November 7th
Director: Don Hall, Chris Williams
Synopsis: With all the heart and humor audiences expect
from Walt Disney Animation Studios, “Big Hero 6” is an
action-packed comedy-adventure about robotics prodigy
Hiro Hamada, who learns to harness his genius—thanks to
his brilliant brother Tadashi and their like-minded friends:
adrenaline junkie Go Go Tamago, neatnik Wasabi,
chemistry whiz Honey Lemon and fanboy Fred. When a
devastating turn of events catapults them into the midst of
a dangerous plot unfolding in the streets of San
Fransokyo, Hiro turns to his closest companion—a robot
named Baymax—and transforms the group into a band of
high-tech heroes determined to solve the mystery.
○
9
10. Table of ContentsAnnie (Sony)
In Theatres: December 19th
Director: Will Gluck
Synopsis: Ever since her parents left her as a baby,
little Annie (Quvenzhané Wallis) has led a hard-
knock life with her mean foster-mother, Miss
Hannigan. However, that all changes when hard-
nosed billionaire and mayoral candidate Will Stacks
(Jamie Foxx) takes her in on the recommendation of
his advisers (Rose Byrne, Bobby Cannavale).
Stacks believes that he's Annie's guardian angel, but
the plucky youngster's confidence and sunny
outlook may mean that Annie will save Will instead.
10
11. Table of Contents
Target Market
Specifications
“You’re dead if you only aim for kids. Adults are only kids grown up, anyway.”
-Walt Disney
11
12. Table of ContentsPrimary Market
Demographic Characteristics:
● Ages: 13-34 Year Old (Generation Y or Millennials), both males and females
Psychographic Characteristics:
● Technologically savvy, highly involved with social media, open to new
information and experiences, probability to have families, spontaneous
decision makers
Size of Target Market:
● ~98 million
12
13. Table of ContentsSecondary Market
Demographic Characteristics:
● Ages: 35-55 Year Old (Generation X), both males and females
Psychographic Characteristics:
● More inclined to be brand loyal, independent, less open to new information
and experiences, most likely to have families
Size of Target Market:
● ~84 million
13
15. ● Known for family fun.
● Most movies are going to be within the rated G -
PG-13 range.
● They are known globally for their theme parks and
classic movies.
Brand Name
15
16. Channels of Distribution
● Our main retailers will be Target,
Walmart, Bestbuy, and Amazon.
● The Disney website will provide
numerous options to purchase
the DVD/Blu-ray.
● It will be available to other
retailers by contacting Buena
Vista Distribution (Disney)
16
17. Table of ContentsPackaging
● In order to minimize shipping
costs and wasted space,
rectangle boxes (that may or
may not be larger than usual
DVD size) should be used. For
promotional items proposed,
they can be shipped normally
through boxes to the retailer.
17
18. Table of ContentsPackaging
● Collector’s Edition/Box Set
○ Available through the
Disney Movie Club
○ Until Supplies Last
○ Different Covers for all 5
CDs
○ Includes Soundtrack
○ Extras, Director’s Cut,
Bloopers, Alternate Scenes,
Sing Alongs, and Blu-
ray/DVD Version with a
digital copy
18
19. Table of ContentsPricing
● MSRP: DVD prices for just
the straight DVD, no digital
download or extras will be
priced at $14.99. Blu-ray
prices will be $21.99. The
collector’s edition will be
priced at $27.99.
19
21. Table of ContentsMake-a-Wish
● Make-A-Wish foundation grants the wish of a child who is facing
a life-threatening medical condition, and they believe that a wish
experience could be a game changer. By donating a portion of
our proceeds to this foundation, Make-A-Wish will be able to add
to their fund. The wish of many younger children whose parents
cannot afford to take them to Disneyland, this could be their
chance to experience it.
● For every DVD/Blu-Ray purchased, one dollar will be donated to
Make-A-Wish foundation up to one million dollars.
21
24. Objectives
Sales Volume: (Goal for the first year)
● DVD Sales
○ 8,000,000 DVD Copies
○ $120,000,000 Revenue
● Blu-Ray Sales
○ 6,500,000 Blu-Ray Copies
○ $130,000,000 Revenue
24
25. Media Promotions
● Use all forms of media (print, TV, Radio) and social
media (Twitter, FB, Instagram, Snapchat, Youtube)
to promote the DVD/Blu-ray release of the movie.
○ Short TV commercials featuring the trailer, with
“Now on DVD” or “Out on DVD June 2nd”
● Sponsored Advertisements will be placed on every
major social media site.
25
26. Social Media- Facebook
● Facebook allows users to
post news and personal
experiences about the
movie.
● Use hashtags to advertise
our promotional campaign
and spread news about the
movie and our product
26
27. Social Media- Twitter
● Twitter allows for the
quick sending of
messages to a wide
audience.
● Twitter can convey
information about
different events or
updates
● With the release of the
movie, the followers will
potentially increase 10x
27
28. Social Media- Instagram
● Instagram is a popular outlet for
fans to express their opinions
about certain movies,
promotions, etc.
● Keep fans up-to-date about
different promotions and provide
never-before-seen pictures and
clips
● Allows fans to spread the word
through a click
● #IntoTheWoods helps people
find pictures and information
28
29. Social Media- YouTube
● Allows fans to relive moments
of the movie and their favorite
songs
● Allows for behind-the-scenes
footage and interviews
● Will be popular long after the
DVD has come out
● Watch out for piracy through
YouTube
29
30. Table of ContentsTV Advertisement
● 30 seconds-1 min
commercial played on:
○ Disney Channel
○ ABC
○ A&E
○ ESPN
● Premier commercial during
ABC’s Once Upon A Time
○ Possible collaboration
episode
30
31. Table of ContentsPrint Advertisement
● Two-page
advertisement in the
following publications:
○ TV Guide
○ Entertainment
Weekly
○ Disney Magazine
○ Empire Magazine
○ Total Film
31
32. Table of ContentsOnline- Disney Website
● Games for children to play
● Creates interest with kids in
the younger age spectrum
● Repeat traffic
● Leaderboards
● Interactive experience
● Parents must give consent
to use Internet
32
33. Table of ContentsDisneyland Theme Park
Promotions
● Photo Op set up at all entrances to Disneyland and throughout
theme park
● World of color/Fireworks themed Into the Woods
● Disney Parade
○ Into the Woods themed float
○ “I wish” song playing
34
34. Table of ContentsDisneyland Scavenger Hunt
● At every entrance, check point, and ticket scan booth there will be life-size posters of the Witch where
the scavenger hunt rules will be available for participants to read while they wait in line.
● Four designated spots in each of the Disneyland Theme parks
● Main street by the Walt Disney statue will be The Witch and the Husband and Wife will perform a
skit/song. The witch will tell the couple to gather these four elements. The couple will turn to the crowd
and ask them for help.
○ “We need your help to find these elements”
● It will create engagement
● The participants will have to find all four of the elements in the theme park. Characters from the movie
(Red Riding Hood, Jack, Cinderella, Rapunzel) will be located at each of the spots. There will be an
array of disney themed sensors where participants can use their tickets/season passes to collect the
item through an app or through a fastpass distribution center.
● Once they collect all four elements, guests can turn in their codes for a barcode through the Disney
app or go to the Main St. Firehouse to get a physical coupon. The ticket will gives them a discount on
all Into the Woods merchandise at the Disneyland Park or Resort.
33
35. In Store Promotions
● Point of Purchase displays:
● Use posters to get consumers attention
● Use a giant beanstalk to be placed in
the middle of the store (Walmart/Target)
○ DVDs would be located along with
merchandise at the base
○ Coke bottles will also be included in
this display
● Photo Ops:
○ Cut outs/backgrounds where people
can take pictures in the store
35
36. Table of ContentsIn Store Promotions
● Point of purchase displays:
● Put a huge cardboard cutout of the giant hanging from ceiling
going down to the floor. The legs would be an end cap for an
isle.
● Create curiosity
● DVD/Blu-ray copies and the soundtrack will be placed at the
legs,
● Build a beanstalk climbing up one of the center pillars of the
store
● A large giant looming over the entrance
● Promote the Soundtrack
36
37. Table of ContentsIn Store Promotions
Disney Stores (across country)
● On either side of the entrance would be a
sticker of the baker and his wife.
○ This will generate more traffic to the
stores
○ Into the Woods DVDs/Blu-Ray copies
and merchandise will be placed at the
front of the store
● Beside each clue will be the icon that
participants will be looking for
● Theme song/clips of trailer playing
37
39. Table of Contents
Disney Infinity is an action-adventure sandbox
video game published by Disney Interactive
Studios. It was announced in 2010 and
developed for approximately $100 million.
Similar to Activision's Skylanders franchise, the
game uses collectible figurines that are then
synchronized with the game, allowing for
characters from Disney and Pixar properties to
interact and go on adventures. The game is
released for Xbox 360, PlayStation 3,Wii, PC,
Wii U, and Nintendo 3DS.
Disney Infinity
39
40. Table of Contents
● Release approximately 10-12 characters
from the movie into the Disney Infinity
cast
● Disney Infinity caters to the younger
generation, both male and female
● This allows for an interest to be created
from retailers such as GameStop
● Some characters such as Rapunzel that
are already characters, can have a limited
edition character as a collectable
Disney Infinity
40
42. Table of ContentsCoke Scavenger Hunt
Scavenger hunt: Find all four of the
elements and win $10,000
● Nationwide Scavenger Hunt-
Sweepstakes
● Life-size poster of MS with a scroll
explaining the Scavenger Hunt.
○ Cape as red as blood
○ Slipper as pure as gold
○ Hair as yellow as corn
○ A cow as white as milk
42
43. Table of ContentsCoke Scavenger Hunt
Coke partnership: Find the four elements underneath a Coke bottle cap and enter
the code online
● To enter the codes they can sign-up on the Disney website at www.
disney.intothewoods.com
■ Promotion begins April 5, 2015
■ Once you find all four you are entered to win a cash prize (10K)
● And hundreds of smaller cash prizes (Ranging from $100 to
$10,000)
■ Advertisement:
● Sponsored ads, banners, pop-ups
43
44. Table of Contents
1. Eligibility: Into the Woods : Coca-Cola Promotion ("Sweepstakes") is only open to entrants who, at the time of
entry, are: (a) natural persons who are legal residents of one of the 50 United States, the District of Columbia,
Puerto Rico, or Canada (excluding Quebec), (b) 13 years of age or older. If an entrant is a minor, as defined by
the jurisdiction of the entrant’s primary residence (“Minor”), permission of a parent or guardian is required to
participate in the Sweepstakes. Entrants must not be an employee or director, or IRS dependent, immediate
family member or individual residing in the same household of, an employee or director, of Buena Vista Home
Entertainment, Inc. ("BVHE"), its parent, and any subsidiaries, related and affiliated companies of each, Prize
Logic, LLC or their respective parent, subsidiary and affiliated companies, advertising,promotion, or production
agencies, web masters, web suppliers and any Prize Provider. Void where prohibited by law and subject to all
applicable federal, state, provincial, municipal, territorial, and local laws and regulations. Participation
constitutes entrant’s full and unconditional agreement to these official rules ("Official Rules") and Sponsor’s and
Administrator’s decisions, which are final and binding in all matters related to the Sweepstakes. Winning is
contingent upon fulfilling all requirements set forth herein.
2. Sponsor: Buena Vista Home Entertainment, Inc., 500 South Buena Vista Street, Burbank, CA 91521, USA.
3. Administrator: Prize Logic, LLC, 25200 Telegraph Road, Southfield, MI 48033, USA.4. Timing: Sweepstakes
begins at 12:00:01 A.M. Pacific Time ("PT") on April 5, 2015 and ends at 11:59:59 P.M. PT on September 5,
2014"Sweepstakes Period"). Sponsor's computer is the Sweepstakes’ official clock.
Rules
44
45. Table of Contents
6. Alternate Method of Entry for Additional Sweepstakes Entries: Hand print your name, address, day and
evening phone numbers, email address, and your age on a 3½" x 5" card and mail it with proper postage to Into
the Woods: Disney Coca-Cola Promotion, P.O. Box 1029, Neenah,WI 54956-1029. Entries must be postmarked
by September 5, 2014. All mail-in entries must be handwritten. Mechanical reproductions will not be accepted.
Proof of sending or mailing of mail-in entries will not be deemed to be proof of receipt by Sponsor. Sponsor is not
responsible for lost,late, incomplete, invalid, unintelligible, illegible, misdirected or postage-due mail-in entries,
which will be disqualified.
7. General Conditions on Entry: Once submitted, all entries become the exclusive property of Sponsor and will
not be acknowledged or returned,nor will any correspondence be exchanged with any entrant. Limit: Each
entrant may receive up to 100 Sweepstakes entries total during the Sweepstakes Period through a combination
of the methods described above. Limit 1 prize per entrant. Multiple entrants are not permitted to share the same
e-mail address. Any attempt by any entrant to obtain more than the stated number of entries by using
multiple/different e-mailaddresses, identities, registrations, logins, or any other methods will void entrant’s entries
and that entrant will be disqualified. Any use of any micro, robotic, automatic, programmed, or like entry methods
will void all such entries affected by such methods and entrants using such methods will be disqualified.
ATTEMPT BY ANY PERSON TO DELIBERATELY DAMAGE THE WEBSITE(S) OR UNDERMINE THE
LEGITIMATE OPERATION OF THE SWEEPSTAKES IS IN VIOLATION OF CRIMINAL AND CIVIL LAWS AND
IF SUCH AN ATTEMPT BE MADE, SPONSOR RESERVES THE RIGHT TO SEEK REMEDIES AND
DAMAGES FROM ANY SUCH PERSON TO THE FULLEST EXTENT PERMITTED BY LAW, INCLUDING
CRIMINAL PROSECUTION.
45
46. Table of Contents
8. Winner Selection: The odds of winning a Sweepstakes prize depend on the number of eligible entries received
during the Sweepstakes Period. Administrator is an independent judging organization whose decisions regarding
the administration and operation of the Sweepstakes and the selection of the potential winners are final and
binding in all matters related to the Sweepstakes. Administrator will randomly select the potential Sweepstakes
winners from among all eligible entries during the Sweepstakes Period, on or around September 15, 2015.
Each potential winner will be notified by mail, e-mail and/or phone. If a potential winner cannot be contacted, fails
to execute and return all documentation within the required time, fails to pass a skill test (Canadian residents
only – see Section 11 for more details), is found to be ineligible or is non-compliant with the Official Rules for any
reason, then the potential winner forfeits such prize and Sponsor may select another potential prize winner, as
time permits. In the event that a potential winner is disqualified for any reason, Sponsor will award the applicable
prize to an alternate winner by random drawing from among all remaining eligible entries. In such cases where a
prize is not accepted or where a prize is forfeited, there will, as necessary, be 3 alternate drawings, after which
the prize, if not accepted by an eligible winner, will not be awarded. For U.S. residents, the prizes will be fulfilled
approximately 8 to 10 weeks following winner verification. For Canadian residents, the prizes will be fulfilled the
later of either approximately 2 to 3 weeks after the receipt of their skill test or approximately 8 to 10 weeks
following winner verification.
46
47. Table of Contents9. Privacy: Information collected from entrants is subject to Sponsor’s Privacy Policy. We encourage you to
read this policy, which can be found at http://corporate.disney.go.com/corporate/pp.html.
10. Winners List: To obtain the names of the winners, send a properly stamped self-addressed envelope, by
December 19, 2015, to Into the Woods: Coca-Cola Promotion, Winners List, P.O. Box 251328, West
Bloomfield, MI 48325 USA.
47
49. Table of ContentsAdvertising Calendar
March
15- All media advertising of DVD/Blu-ray release begin
23- Advertising of Coke Scavenger Hunt Sweepstakes begins
April
2- Coke scavenger hunt sweepstakes begins
May
31- Coke scavenger hunt sweepstakes winner announced
June
2- Into the Woods DVD/Blu-Ray release
3- Disneyland scavenger hunt starts
49
50. Table of Contents
Contact Us
Katherine Kinnel Kathiekaydk@gmail.com
Chris Allen Callen411@hotmail.com
Nicholas Mar Nmarsf@gmail.com
Aaron Tang Arotang@gmail.com
Mahsa Eskandari Eskandarimahsa@gmail.com
Ethelyn Martiz Ethelyn.martiz@gmail.com
50
