Marvelous Marketing Presents: Iron Man 3 DVD Release Campaign
Team Members:
• Danyelle Forbes
• Jeannine Ho
• Kimmie Phair...
Table of Contents
Table of Contents________________________________________________________________________________ 2
Situ...
Situation Analysis
Strengths
• Ironman is a part of a superhero group (The
Avengers) that has a large following among a
wi...
Situation Analysis
Opportunities
• Sell the DVD in 3D version because there is
an existing market with 3D TVs at
home, the...
Company Background
Marvel Studios Inc.
• Marvel Studios was founded in 1993 and is
currently a subsidiary of Marvel Entert...
Major Players’ Background
Marvel Comics
• Marvel began in 1939 under the name Timely
Publications and characters were larg...
Competitive Analysis
Marvel Competition as a Company:
• DC Comics has been a long-time competitor with Marvel
and has prod...
Man of Steel is a strong direct competitor of Iron Man 3, but not to worry! –Iron Man 3 and
the overall Iron Man character...
Target Market Specifications
Film Industry
• One of the main reasons the film industry loves
using Comic Book movies is be...
Target Market Specifications
Demographic Characteristics
Primary Target Market
• Largest portion of target market is males...
Product Evaluation
Brand Name
• Iron Man 3 is a superhero action film produced
by Marvel studios and distributed by Walt
D...
Product Evaluation
Package Considerations
• The packaging of the DVD will feature Iron Man
and other featured characters f...
Product Evaluation
Package Considerations
• Option A: Iron Man 3 DVD
– This will include the basic DVD which includes inte...
Product Evaluation
Pricing Strategy
Original DVD
• Bonus features
• Deleted scenes
$24.99
Collector’s Edition
• Blu-Ray
• ...
Product Evaluation
Channel of Distribution
• Our strategy is to choose a variety of channels of
distribution so we are sur...
Product Evaluation
Iron Man American Express Promotion
• This promotional campaign will run for a
limited time starting in...
Product Evaluation
Other Considerations
Soundtrack/DVD Combo Pack
• We chose to offer a combo pack including both
the Iron...
Product Evaluation
Other Considerations
Current Partnerships
– Alcatel Retouch
– Audi
– Verizon Fios
– Harley-Davidson Mot...
Marketing Objectives
Objectives
Marketing Objective
• Our objective is to Reach 80% of our target
market through the use o...
Budget
Budget
While implementing our DVD promotional
campaign, we want to utilize as many media outlets
and channel distri...
Advertising Program
Advertising Program
• Objective
– Identify with the demographics and psychographics of
our primary and...
Advertising Program
Television:
– We will have a commercial to announce our
DVD release that will inform our target
audien...
Advertising Program
Billboards
– We plan to advertise through billboards
to increase awareness of the DVD
release date. Th...
Advertising Program
Posters
• These outlets will be located in areas with high traffic flow and
transit use. These will be...
Advertising Program
Radio
– We plan to utilize the radio media outlet by holding
publicity events with popular radio stati...
Sales Promotion Program
Sales Promotion Program
Consumer Objectives
• To maximize awareness of the Iron Man 3 DVD
release ...
Sales Promotion Program
Consumer Sales Promotions
Couponing
• Objective
– To maximize awareness, to excite
consumers, to i...
Sales Promotion Program
Consumer Sales Promotions
Contest
• Objectives
– To encourage consumers to purchase Iron Man
3 DVD...
Sales Promotion Program
“Live Like Stark” Contest
• As a part of our promotional campaign we will team up
with American Ex...
Sales Promotion Program
DVD Release Party
• We will hold a kick-off release party in Los
Angeles, which will be the one th...
Point-of-Purchase Program
Trade Objectives
• Encourage retailers to have POP displays at their
stores be combining DVD, so...
Point-of-Purchase Program
Point of Purchase Interactive Target Display
32
Special Events
Special Events
• Comic Con
– Long Beach May 11
– Orlando May 18-19
– Houston May 24-26
– Las Vegas June 14-...
Special Events
Special Events
• Downtown Disney Event
Time Frame: September 22-October 13
– Will include a display of Tony...
Publicity
Public Appearances
• Television
Time Frame: September 1st- September 30th
– Good Morning America (Gwyneth Paltro...
Sponsorship Opportunities
American Express
• By teaming up with American Express, we hope to link
Tony Starks characterist...
Sponsorship Opportunities
OPI
• Like most nail polish companies, OPI releases new
colors in collections at a time, and eac...
Sponsorship Opportunities
American Heart Association
• We made the choice to form a sponsorship with the
American Heart As...
39
Schedule of Promotional Events
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Iron Man 3 Promotional Campaign DEC

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Iron Man 3 Promotional Campaign DEC

  1. 1. Marvelous Marketing Presents: Iron Man 3 DVD Release Campaign Team Members: • Danyelle Forbes • Jeannine Ho • Kimmie Phairas • Rachael Gastelum • Simone Jenkins • Tanner Hudson
  2. 2. Table of Contents Table of Contents________________________________________________________________________________ 2 Situation Analysis ________________________________________________________________________________ 3 • Product Category Threats and Opportunities ______________________________________________________ 4 • Company Background______________________________________________________________________ 5 – 6 • Competitive Analysis _______________________________________________________________________ 7 – 8 Target Market Specifications______________________________________________________________________ 10 • Demographic Characteristics • Psychographic Characteristics • Size of Target Market Product Evaluation • Brand Name________________________________________________________________________________ 11 • Package Considerations___________________________________________________________________ 12 – 13 • Pricing____________________________________________________________________________________ 14 • Channel of Distribution___________________________________________________________________ 15 – 16 • Other Considerations_____________________________________________________________________ 17 – 18 Marketing Objectives____________________________________________________________________________ 19 • Budget____________________________________________________________________________________ 20 • Adverting Program___________________________________________________________________________ 21 • Advertising Strategy______________________________________________________________________ 21 – 25 • Sales Promotion Program_____________________________________________________________________ 26 • Consumer Promotions____________________________________________________________________ 27 – 30 • Trade Objectives____________________________________________________________________________ 31 • Point of Purchase Program ________________________________________________________________31 – 32 2
  3. 3. Situation Analysis Strengths • Ironman is a part of a superhero group (The Avengers) that has a large following among a wide age range. • The Ironman/Avengers franchise has grossed over $1.2 billion at the global box office • Over 10 million units sold of Ironman (since released in 2008), 5.7 million units sold of Ironman 2 (since released in 2010). This serves for successful sales of Ironman 3 DVD and higher profit margins for a 3-pack limited edition set because of the amount of fans. • DVD will be released in Blu-Ray version • Robert Downey Jr. is the main actor who has his own following with large success from the previous Ironman movies and the popular Sherlock Holmes movies. • Gwyneth Paltrow (co-star) has gained recent fame with her role in the hit TV show “Glee” • Soundtrack features songs from relevant, hit artists like Imagine Dragons, Neon Trees, Passion Pit, and 3OH!3 Weaknesses • By distributing DVDs in U.S. only, company is missing out on reaching markets in the other 6 countries in which the theatrical version will be shown • A third movie requires more creativity and innovations to keep the audience involved, and requires that the story is still changing and ongoing • Although superheroes are popular among younger children (ages 8-12), the movie is rated PG-13 and some parents may shy away from buying DVD 3
  4. 4. Situation Analysis Opportunities • Sell the DVD in 3D version because there is an existing market with 3D TVs at home, there is a higher profit margin for 3D DVDs, and could serve as competitive advantage to other action/thriller/sci-fi DVDs • Large market from pre-teens, teens, young adults, and older adults who read comics growing up allows from partnerships with a range of products that the different markets use • Global DVD sales would be a logical decision, especially since the theatrical version will be available in 50+ countries • Nominated for “Golden Trailer” award in categories of: Best Action, Best Sound Editing, Best Summer Blockbuster 2013 TV Spot, and Summer 2013 Blockbuster Trailer Threats • Movie rental outlets (Redbox, Video On Demand, iTunes rental, Netflix) threaten success of DVD sales • Illegal downloading is a large threat for DVD sales and is largely popular among the tech- savvy, young adults who are in the Iron Man target market • Star Trek: Into the Darkness releases in theatres the same month as Iron Man 3, and could possibly have a similar DVD release date. This movie shares a large part of the Iron Man consumer market 4
  5. 5. Company Background Marvel Studios Inc. • Marvel Studios was founded in 1993 and is currently a subsidiary of Marvel Entertainment, a wholly owned subsidiary of The Walt Disney Company. Since 2008, the studio has released seven films – Iron Man (2008) – The Incredible Hulk (2008) – Iron Man 2 (2010) – Thor (2011) – Captain America: The First Avenger (2011) – The Avengers (2012) – Iron Man 3 (2013) Distributors • Walt Disney Studios Motion Pictures (USA, Netherlands—theatrical) • Walt Disney Studios (Japan—theatrical) • Walt Disney Studios Home Entertainment (USA-DVD) • Various other for theatrical distribution: • Concorde Filmverleigh (Germany) • DMG Entertainment (China) • Manfer Films (Bolivia) • TMG (Austria) 5
  6. 6. Major Players’ Background Marvel Comics • Marvel began in 1939 under the name Timely Publications and characters were largely influenced by WWII. • Company became Atlas Comics in 1950s and transitioned from a war heroes theme to war horror and went under political scrutiny, which forced them to change again. • In 1961, Atlas Comics went under the Marvel name. The comics featured skillful artwork, detailed and exciting story lines, and brought back newer versions of the old (former) super heroes. The Fantastic Four were born! Paramount Pictures • Founded in 1912 • Is a film and television production/distribution studio • Currently has distribution rights to certain Marvel properties The Walt Disney Company • Acquired Marvel Entertainment in 2009 • This was a huge deal for both Marvel and Disney. • Collaboration lead to launches of the films Iron Man 2, Thor, Captain America, The Avengers all of which were largely successful. • It was an expensive, but smart move by Disney because Marvel had already demonstrated capable success with Iron Man, The Incredible Hulk, Spider Man and X-Men. 6
  7. 7. Competitive Analysis Marvel Competition as a Company: • DC Comics has been a long-time competitor with Marvel and has produced superheroes like Superman, Batman, Wonder Woman, Green Lantern, Flash, among others. • DC Entertainment is a subsidiary of Warner Bros. Entertainment, which is a long-time rival of Walt Disney Studios. Iron Man 3 DVD Competition: • Man of Steel (Superman) by Warner Bros. Pictures. Theatrical release is June 14,2013, just after the Iron Man 3 theatrical release. • DVD version will be released around October 2013, which will directly compete with DVD sales of Iron Man 3. • Star Trek: Into Darkness is being released in theatres May 15, 2013 and will be releasing its DVD in September 2013. • Although Star Trek is not a superhero story, it has a large presence at Comic-Con and shares a large consumer segment with Iron Man 3. 7
  8. 8. Man of Steel is a strong direct competitor of Iron Man 3, but not to worry! –Iron Man 3 and the overall Iron Man character hold competitive advantages over Superman that speak to consumer psychographics and offer key benefits: • Passion-based • Tony Stark has a passion for innovation and technology and uses his extreme intelligence to serve world peace. • Optimism, Perseverance, Resilience • Unlike Superman, Tony Stark does not posses super powers but instead has a super- smart brain that he chooses to use for bettering the world • Iron Man has to work harder to do good in the world because the strength comes from intelligent innovation, not super powers. • Inspire real people • Iron Man is a story of a normal human with a genius brain who acknowledges his strength and finds his life’s purpose and runs with it, going on to do great things (like maintain world peace) • This factor has the power to inspire average people in the target market for Iron Man 3 to embrace their strengths and use them to make the world a better place. Competitive Analysis 8
  9. 9. Target Market Specifications Film Industry • One of the main reasons the film industry loves using Comic Book movies is because most of the core audience already has an understanding of the character • Since this core audience knows the character and storyline they can expand on them, using the “traditional” fans to spread word of mouth • The comic book market is now older and have children Marvel’s Target Market • Traditionally Marvel’s target market was limited to teenagers ages 13 to 23 • With the emergence of their film division their market began to expand • Once they ventured into television and Video Games their Market doubled in size to reach 70 million nationwide 9
  10. 10. Target Market Specifications Demographic Characteristics Primary Target Market • Largest portion of target market is males ages 14-34 • The male division is comprised of 140 million, 56% of total market Secondary Target Market • Women ages 16-30 and children ages 2-13 • The female division is 110 million • Children ages 2-12 make up 25% of the market, mostly due to toys and merchandise Size of Target Market • Total U.S. film market for the movie consists of 250 million Americans • Average household income of American family in the target market is $92,000 a year • Lower to middle class families are a huge market as well in the film and merchandise division of Ironman 3 Psychographic Characteristics AIO’s • Attitudes: Viewers enjoy action packed thrillers and adventure • Interests: Technology, comic books, videogames, action & adventure, movies, and music. • Activities: Playing games via videogame consuls and the internet, advent moviegoers, enjoy all the Marvel comic book and movie series VALS – Values and Lifestyles Program • Family oriented consumers (secondary) • Consumers seeking adventurous experiences • Enjoy the use and advancements in technology • Enjoy the storyline on the Marvel comic book series and collections • Are loyal to the Marvel and Iron Man brand 10
  11. 11. Product Evaluation Brand Name • Iron Man 3 is a superhero action film produced by Marvel studios and distributed by Walt Disney Studios Motion Pictures. It will be the third installment of the Iron Man film series and the seventh installment of the Marvel Cinematic Universe. The Marvel Cinematic Universe series has proven to be successful, as it’s the 5th highest grossing film series. • The world’s infatuation with Iron Man began long before Robert Downey Jr. stepped into the suit. Iron Man’s character was created in March 1963 when he first began to appear in Marvel Comics. • As a result of his popularity, Iron Man began appearing in a series of cartoons in 1966. • By the 1990s he was being featured in his own series as part of the Marvel Action Hour. • Apart from comic books, Iron Man appears in numerous Marvel Video games. • Subjects/Themes that are reflected in the Iron Man Franchise: • Technological Advances • Sophistication • Heroism • Good defeating evil • Portrait of American Inventors (Alexander Graham Bell, Edison, The Wright Brothers) • Love • Intelligence • Resilience 11
  12. 12. Product Evaluation Package Considerations • The packaging of the DVD will feature Iron Man and other featured characters from the film. It will include a collage of action packed still frames and center around the common themes of the Iron Man 3 film as well as a holographic effect of Iron Man’s heart adaptor. • We will have six different DVD’s released in September 2013. They will include – Iron Man 3 – Iron Man 3 Blue-ray – Iron Man 3 Collectors Edition – Iron Man 3 Ultimate Collectors Edition – Limited Edition Combo Pack Iron Man 1-3 – Limited Edition Combo Pack Iron Man 1-3 Blue-ray • Although it may seem excessive to have so many editions available, this is common in comic-based films that are a part of a series. • The front of the DVD will also feature the names of actors who play the main characters in the film. 12
  13. 13. Product Evaluation Package Considerations • Option A: Iron Man 3 DVD – This will include the basic DVD which includes interactive menus, deleted scenes, and director commentary feature. • Option B: Iron Man 3 DVD Blu-Ray – This will include all the same features as the basic DVD but be featured in Blu-ray digital format. • Option C: Iron Man 3 Collectors Edition – This will include both the Blu-ray and basic DVD collection. All features from the original will be included in this promotional package • Option D: Iron Man 3 Ultimate Collectors Edition – This package will include the Blue-ray, Blu-ray 3D, DVD, and Digital Copy for the ultimate collector. All features will be included from the original plus additional bonus features. • Option E: 3-Pack Edition – This combo package will include Iron Man, Iron Man 2, and Iron Man 3 as well as the original content and bonus features from the entire series of Iron Man. Includes limited edition poster and Iron Man keychain. • Option F: Ultimate 3-Pack Edition – This combo package will include Iron Man, Iron Man 2, and Iron Man 3 in Blu-ray digital format as well as the original content and bonus features from the entire series of Iron Man. Includes limited edition poster and Iron Man keychain. 13
  14. 14. Product Evaluation Pricing Strategy Original DVD • Bonus features • Deleted scenes $24.99 Collector’s Edition • Blu-Ray • Original DVD $44.99 3-Pack Edition • Iron Man 1-3 DVDs • Poster (limited edition) • Keychain (limited edition) $69.99 Blu-Ray DVD • Bonus features • Deleted scenes $39.99 Ultimate Collector’s Edition • Blu-Ray • Blue-Ray 3D • Original DVD • Digital Copy $55.00 Ultimate 3-Pack Edition • Iron Man 1-3 Blu-Ray • Poster (limited edition) • Keychain (limited edition) $75.00 14
  15. 15. Product Evaluation Channel of Distribution • Our strategy is to choose a variety of channels of distribution so we are sure to reach the largest percentage of target market possible. Our main distributor’s are Walt Disney Studies Home Entertainment and Paramount Pictures. • We want to sell our DVD’s through indirect channels of distribution to reach the most sufficient amount of our target audience while maximizing profits. Indirect distribution channels: – Retail stores: Ralphs, Vons, Wal- Mart, Target, Albertsons, Safeway – Toy stores: Toys R Us, Disney Store – Electronic stores: Best Buy • These stores are heavily scattered all throughout the country. In just California alone there are 236 Target distributions we will use to promote awareness abut the Iron Man 3 DVD release. 15
  16. 16. Product Evaluation Iron Man American Express Promotion • This promotional campaign will run for a limited time starting in September 2013. The Iron Man 3-Pack Editions will include a limited edition keychain. If the keychain lights up, it is a winning keychain. Winners will receive a $100 Iron Man-themed American Express Gift Card. – There will be a total of 100 winning keychains spread throughout our channels of distribution at random. 16
  17. 17. Product Evaluation Other Considerations Soundtrack/DVD Combo Pack • We chose to offer a combo pack including both the Iron Man 3 DVD and the Iron Man 3 soundtrack. The soundtrack includes currently popular artists and diverse genre selections that appeals to both our primary and secondary target market. • This combo pack will be appealing because it offers an extra incentive to buy the DVD and get both items for less cost than to buy both individually. We believe the target market will respond positively to this combo pack due to both their demographic and psychographic characteristics. • Artists Featured on Soundtrack: – Imagine Dragons – Neon Trees – Passion Pit – Capital Cities – 3OH!3 – And more! 17
  18. 18. Product Evaluation Other Considerations Current Partnerships – Alcatel Retouch – Audi – Verizon Fios – Harley-Davidson Motorcycles – Oracle – Red Baron – Skype – Subway – TCL 18
  19. 19. Marketing Objectives Objectives Marketing Objective • Our objective is to Reach 80% of our target market through the use of media channels that directly correlate with the demographics and psychographics of both the primary and secondary target markets. Sales Objective • Our sales objective is to increase opening week sale od Iron Man 2 by 3% which will entail selling 2.92 million units nationwide opening week in September 2013. Market Share Objective • We aim to be the highest selling DVD of the quarter Advertising and Promotion Objective • To create awareness of our DVD release and the promotional campaigns through all of our media outlets. • To excite consumers about the release and provide incentives to buy the DVD. 19
  20. 20. Budget Budget While implementing our DVD promotional campaign, we want to utilize as many media outlets and channel distributions to increase sales and generate revenue. In order to obtain our objectives and create profit, we propose a budget of $40 million. This total budget will be distributed among the following programs • Advertising – 30%: Our way of reaching the most amount of consumers to create awareness of the DVD release and promotional incentives. • Sales Promotions – 40%: To create excitement about the DVD and offer incentives of the DVD purchase that will motivate consumers to buy. • Public Relations – 15%: Ways to promote the Iron Man brand and the DVD release. • Special Events – 9%: Will be incentives for DVD purchase and create excitement around the release date. • Direct Marketing – 6%: Important for reaching segments of our consumer who were not reached by other mediums 20 30% 40% 15% 9% 6% Iron Man 3 DVD Release Marketing Budget Advertising Sales Promotions Public Relations Special Events Direct Marketing
  21. 21. Advertising Program Advertising Program • Objective – Identify with the demographics and psychographics of our primary and secondary target markets by advertising through media outlets that relate to their characteristics. Mediums and Vehicles • Magazines: – Details Magazine: Will feature an advertisement on Tony Stark. The ad will be laid out like an interview but will be themed around promoting the DVD release of Iron Man 3. By changing the traditional form of print ads and disguising it as a featured article, we hope to intrigue our target audience by not bombarding them with an advertisement but still promote the DVD release. – Other magazines that will have traditional print ads will include: • People Magazine • Rolling Stone Magazine • Wizard Entertainment Magazine • Wired Magazine • Stuff Magazine 21
  22. 22. Advertising Program Television: – We will have a commercial to announce our DVD release that will inform our target audience of our Combo and Bonus Pack DVD sets loaded with special features and deleted scenes. We will also have television commercials announcing our promotional campaigns with Cheerios, Taco Bell, and American Express. – Prospective Channels to focus advertisements include: • The Disney Channel • ABC (Disney subsidiary) • ABC Family (Disney subsidiary) • MTV • Cartoon Network • E Network – In addition to the networks mentioned above, we will advertise our release date through retailers’ commercials to save money and to more efficiently inform consumers where they can buy the DVD. 22
  23. 23. Advertising Program Billboards – We plan to advertise through billboards to increase awareness of the DVD release date. These billboards will be located in various cities with the highest traffic flow the week before and week of the release date. These areas will include but are not limited to: • Los Angeles • Chicago • Miami • Dallas • Houston • San Francisco 23
  24. 24. Advertising Program Posters • These outlets will be located in areas with high traffic flow and transit use. These will be a cost efficient form of advertising that will reach a significant amount of both our primary and secondary target market. These outlets will include but are not limited to: • Bus Stops • Grocery Carts • Interior and Exterior of transit (buses, taxis, subways) GET THE DVD SEPT 2013 GET THE DVD SEPTEMBER 2013 DVD In Stores Sept 2013 Iron Man 3 DVD In Stores September 2013 Window Decals • These will be temporarily stuck on windows of taxis, subways, and buses. They make it look like Iron Man is flying outside the window and are unique, fun and effective. 24
  25. 25. Advertising Program Radio – We plan to utilize the radio media outlet by holding publicity events with popular radio stations across the U.S. There will be exclusive interviews with the stars of Iron Man 3, radio advertisements for the DVD release subsequently throughout the months leading up to the DVD release date in September, and advertising via internet radio sites like Pandora and iHeartRadio. Internet – We will be utilizing multiple social media outlets like Facebook, Twitter, and Instagram to promote the DVD release. We will also advertise on websites like YouTube and Pandora. The ads on YouTube will include film trailers, the DVD release date, and distributing retailers. Ads on Pandora will come on radio stations that are in the same genre as artists included on the Iron Man 3 soundtrack. We will also be promoting the already existing Iron Man videogame linked to both the Marvel website and Facebook. • Mobile – Banner and audio ads will be seen on smart phones through the Internet sites explained above 25
  26. 26. Sales Promotion Program Sales Promotion Program Consumer Objectives • To maximize awareness of the Iron Man 3 DVD release to our specific target market. • To ark excitement and interest among our target market. • To make the purchase of the DVD more appealing to our audience by offering incentives, promotions, and contests for target market to participate in. • To gain a higher market share than competing DVD releases. • To increase the sales volume and consumption of our selected promotional partners Audience/Target Market • The product will be available for the general audience but will be heavily promoted to our primary and secondary audience through our promotional sponsorships and campaign. Timing • The DVD will be released September 2013. All promotional campaigns, sponsorships, partnerships, a nd contests will begin May 2013 and end September 2013. Tools/Media • These promotional efforts will begin July 2013 and end September 2013. This timeframe will not clutter with the ongoing promotions for the theatrical release but will still create awareness for consumers to purchase the DVD. 26
  27. 27. Sales Promotion Program Consumer Sales Promotions Couponing • Objective – To maximize awareness, to excite consumers, to increase sales volume, and to make the purchasing of the DVD more appealing to our primary and secondary target market. • Time Frame – July 2013 – September 2013 • Coupon Distribution – We have decided to promote coupons through various forms of distribution which include promotional partners and Iron Man branded products and merchandise through on-pack coupons. Time Frame: August 1st-August 31st Theme: $1.00 Off On-pack Coupon These special offer coupons will be included in our promotional partners packaging such as General Mills Cheerios, and current Iron Man branded merchandise and products such as the Iron Man 3 Soundtrack. Time Frame: August 15th-September 15th Theme: Back to School with Iron Man These coupon offers will be packaged on Disney Iron Man 3 “Back to School” supplies which will be offered at all of our channels of distribution. This offer will be an on- pack coupon for a $1.00 off of the Iron Man 3 DVD. Time Frame: July 1st – August 31st Theme: Donate With Your Heart, Become A Hero This promotional campaign will tie with The American Heart Association. Already participating brands like Listerine and Reach will add the Iron Man 3 logo and dates for the DVD release. On the package will be a QR code which consumers can scan to directly donate to The American Heart Association and participants will receive a digital coupon for money off DVD purchases. SAVE $1.OO OFF IRON MAN 3 DVD SAVE $1.OO OFF IRON MAN 3 DVD 27
  28. 28. Sales Promotion Program Consumer Sales Promotions Contest • Objectives – To encourage consumers to purchase Iron Man 3 DVD while also influencing our consumers to use the American Express Credit Card. • Time Frame – October 1st-October 31st “Live Like Stark” Contest • Experience a day in the life of Tony Stark, billionaire super hero • American Express Promotional Contest • When customers purchase Ironman 3 DVD with their American Express card they are automatically entered into drawing to win Grand Prize Winner Receives • Audi R8 for the day, along with driving classes and on- track experience • Private skydiving session with Coastal California • Luxury Estate with private beach in Malibu, CA • Custom fitting for Calvin Klein tuxedo 28
  29. 29. Sales Promotion Program “Live Like Stark” Contest • As a part of our promotional campaign we will team up with American Express to offer fans and customers a firsthand experience of a day in the life of Tony Stark, full of luxury and thrills. When they purchase the Ironman 3 DVD with their American Express credit card they will be automatically entered into a drawing to win the grand prize. • Just as billionaire Tony Stark does, the winner will receive one full day to live as if they were Ironman and CEO of Stark Enterprises. Private skydiving session with company Coastal California will include training and instruction as they soar over the beautiful Santa Barbara coastline. By means of arriving to Santa Barbara the winner can use their Audi R8 supercar. With the vehicle for the day the prize will include an on-track experience with Audi motors and racing instruction from the performance team. Grand prize also includes a custom tailored tuxedo from Calvin Klein for the winner to keep, and to top it all off they will be staying in a luxury estate located on a private beach in Malibu, CA. **Contest is restricted to American Express users only and requires purchase of Ironman 3 DVD. Grand prize will be distributed October 1st 2013. 29
  30. 30. Sales Promotion Program DVD Release Party • We will hold a kick-off release party in Los Angeles, which will be the one the winners of the DVD-American Express contest will attend. We will also hold other release parties in other parts of the country because Iron Man has such a strong following. We think it is valuable to make strong followers feel included in the celebration of the DVD release and it the parties will gain media coverage. • Winners from the DVD purchase contest • Kick-off Release Party: – August 31, 2013 – Ritz Carlton in Los Angeles • Other DVD Release Parties: – Disneyland Downtown Disney (Sept 6) • Receive VIP entrance to Disneyland innovations party Sept 6th – Chicago (Sept 7th) – Orlando (14th) – New York (Sept 14th)  Goody bags  Red Carpet appearances  Music, games, dancing  Musical Appearances from Iron Man 3 Soundtrack Artists  Prizes for best Iron Man-inspired costume 30
  31. 31. Point-of-Purchase Program Trade Objectives • Encourage retailers to have POP displays at their stores be combining DVD, soundtrack and Iron Man 3 promotional items in the POPs, which is likely to result in higher dollar per transaction. • To obtain distribution for the Iron Man 3 DVD release and our promotional partners • To maintain trade support for promotional partners • To build DVD retail inventories Point of Purchase Program • POPs will include the different package editions discussed earlier as well as the soundtrack, and some Iron Man 3 promotional items. • We believe this will encourage consumers to compare package offerings and choose the higher- priced editions because of the comparative added value extras. • It is our goal that dollars-per-transaction numbers will be higher with this design as opposed to a POP that only displays the DVD. Thus, retailers will be more willing to create floor space for the POPs. In-Store Displays (Target) • There are few Targets in large cities across the U.S. that have an upgraded floor plan in the electronics department, which includes open floor space, TVs playing DVDs, sitting areas, and iPad stands (shown next page). Because Iron Man has a running partnership with Target, we think this is an effective way to capture the consumers. 31
  32. 32. Point-of-Purchase Program Point of Purchase Interactive Target Display 32
  33. 33. Special Events Special Events • Comic Con – Long Beach May 11 – Orlando May 18-19 – Houston May 24-26 – Las Vegas June 14-16 – San Diego July 18 • E3 Electronic Entertainment Expo – Los Angeles June 11-13 • At all the Comic Con events and the E3 expo, we will have an interactive display of Tony Stark’s lab that will also display the Iron Man 3 suits. Fans will be able to create their own iron Man suit an send it At these events, fans will also have the opportunity to meet the creators of the Marvel comic series as well as the Iron Man actors and actresses at selected locations. 33
  34. 34. Special Events Special Events • Downtown Disney Event Time Frame: September 22-October 13 – Will include a display of Tony Stark’s Lab with selected Iron Man suits as well and promotional products for purchase, opportunities to receive promotional coupons for the purchase of the DVD. The Downtown Disney event will also include an interactive display here you can take pictures and send them to yourself and through all social media outlets. 34
  35. 35. Publicity Public Appearances • Television Time Frame: September 1st- September 30th – Good Morning America (Gwyneth Paltrow) – The Ellen Show (Gwyneth Paltrow) – E Entertainment Fashion Police (Robert Downey Jr.) – Chelsea Lately (Don Cheadle) – Jimmy Kimmel (Robert Downey Jr.) Commercials will be aired during the show the week of the appearance which will announce the upcoming show guest starring the Iron Man 3 stars. The promotional DVD release commercial will also be aired during the guest appearance show. • Radio Time Frame: September 1st-30th – Big Boi Power 106 FM (Don Cheadle) – Ryan Secreast 102.7 Kiss FM (Robert Downey Jr.) – 98.7 FM AMO Radio (Gwyneth Paltrow) Will consist of short Q&A’s with the Iron Man 3 stars that will heavily promote the DVD release. 35
  36. 36. Sponsorship Opportunities American Express • By teaming up with American Express, we hope to link Tony Starks characteristics with the brand. We will create awareness of the DVD release as well as teaming up for our “Live Like Stark” contest. We hope to generate revenue and dominate the market share by promoting the incentive of not just purchasing the Iron Man 3 DVD but also purchasing with your American Express card. Cheerios • We will partner with General Mills Cheerios by providing on-pack coupons for the purchase of the Iron Man 3 DVD as well as in participating retail stores, have special edition Iron Man mask end caps made from cheerio boxes. This will target our secondary target market and create awareness and excitement about the DVD release. Target • Target houses all of the Iron Man merchandise and brand products. We want to create an Iron Man one- stop-shop for all our consumers Iron Man needs. We will have special Iron Man end caps and floor decals as well as at 200 selected locations, our POP interactive displays that will excite consumers and allow them to interact with Iron Man and promote their purchases on social media outlets. Taco Bell • We will team up with Taco Bell for a month long promotional campaign that will feature “The Iron Box”. This will promote the DVD release while also sticking to the theme of the Iron Man 3 movie by offering for a limited time only 16 tacos, to represent the 16 suits, instead of the traditional 12. The box will feature graphics from the film, as well as a manufacturer coupon for $1.00 off of your Iron Man 3 DVD purchase. Employee will also wear special edition Taco Bell t- shirts promoting this special offer and the DVD release date. 36
  37. 37. Sponsorship Opportunities OPI • Like most nail polish companies, OPI releases new colors in collections at a time, and each polish color has a name connecting it to the central theme of the collection. Most collections are themed by geographic locations (Spain, Texas, France, etc.) or seasons (Summer, Spring, Fall, and Holiday) and usually contain 24 colors. They also do tie-in collections that promote films (Pirates of the Caribbean, Shrek 2, etc.) and these are usually smaller collections, consisting of 12 colors. • Iron Man 3 will partner with OPI to attract the females in the film's target market. The collection will be released in August, after the Summer Collection is released, and before the DVD is released to keep it at the front of the consumers' mind. The collection will be distributed in Target, beauty retailers such as Sephora and Sally's Beauty Supply, and high-end nail salons who regularly order new OPI collections upon their release date. We believe this will spread the fashionista elements of Tony Stark and Pepper into the female segment of the target market and create excitement around the DVD release. 37
  38. 38. Sponsorship Opportunities American Heart Association • We made the choice to form a sponsorship with the American Heart Association to create good press and reach out to real people with heart disease. Iron Man’s symbol is this ARC Reactor that takes the place of his heart after surviving life-threatening heart issues. We had originally just wanted to partner with Cheerios for a short time, but then took it one step further. • A few of the national sponsors and supporters of the AHA include Cheerios, Walgreens, Listerine, Reach dental brand. On special packages of Cheerios, Listerine and Reach products, we have decided to advertise the DVD release date and also include a QR code that consumers can scan and be taken to the AHA donation page. Consumers can either donate straight to the AHA or a specific area like Jump Rope for Heart, which is directed toward health education and research for children with heart disease. Upon completing the donation, consumers will receive a digital coupon code for $1 off the regular DVD or $1.50 off of the limited edition 3- pack. The sponsorship will run from July-September to both create the DVD release in front of the consumer’s mind and to also allow for a full three months of donation possibilities. Coupon inside for Iron Man 3 DVD 38
  39. 39. 39 Schedule of Promotional Events

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