Identifying growth platforms through a brand-driven innovation process: a case of the Sci Fi Channel. A roundtable discussion on behalf of The University of Chicago Booth School of Business.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
The purpose of this two-day workshop was to help marketers build successful multichannel strategies that connect with customers in increasingly meaningful ways across discreet yet
interconnected channels. Specifically it focuses on how to: 1) develop a 360 view of customers to inform a channel architecture strategy, 2) deliver personally relevant information through a
compelling content and contact strategy, 3) align channels through brand strategy to create a cohesive user experience, 4) integrate measurement across channels for business performance
enhancement, and 5) create internal infrastructure and readiness systems that equip organizations to coordinate effective responses to customer needs.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories,
customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the
circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
Best Practices in Brand Portfolio StrategyFullSurge
A tutorial workshop on the best practices in brand portfolio strategy prepared for and facilitated on behalf of The Institute for the Study of Business Markets (ISBM).
The purpose of this two-day workshop was to help marketers build successful multichannel strategies that connect with customers in increasingly meaningful ways across discreet yet
interconnected channels. Specifically it focuses on how to: 1) develop a 360 view of customers to inform a channel architecture strategy, 2) deliver personally relevant information through a
compelling content and contact strategy, 3) align channels through brand strategy to create a cohesive user experience, 4) integrate measurement across channels for business performance
enhancement, and 5) create internal infrastructure and readiness systems that equip organizations to coordinate effective responses to customer needs.
This workshop was delivered to the Brand Consortium of ISBM. It helped identify the key variables in framing a brand portfolio strategy, including customer segments, product categories,
customer end benefits, and price/value tiers. The workshop also helped participants identify the pros and cons associated with various brand portfolio strategies and architectures, and the
circumstances where each makes sense. Best practices, guiding principles, case studies and interactive exercises are leveraged throughout…all with a heavy skew toward B2B examples.
The Advertising Research Foundation announces the launch of the Social Media Council at Advertising Week 2009.
Social media has provided brand advertisers and marketers, media and agencies with new ways of listening to consumers. Listening leads the way to engaging in conversations and uncovering new actionable insights.
Presentation: Knowledge Translation and Transfer Program: sharing ideas, insights, innovation and impacts: research transformed into us - by Knowledge Translation and Transfer (KTT) Program, Ontario Ministry of Agricultural and Food and Ministry of Rural Affairs - Michael Toombs,Elin Gwyn and Bronwynne Wilton
2014 Canadian Knowledge Mobilization Forum, June 9 &10, 2014, Saskatoon, SK
Now with a “simple turn of the label” your customer can learn the benefits of your product and the reasons for purchasing. With SpinLabel you will transform static and crowded labels into dynamic and flexible marketing platforms – in the hands of consumers.
Presentation by Steve Scott, Lorna Neilson, Mary Canady, and David Welch at the San Diego Biotechnology Network's Bootstrapping Biotech event October 29th 2009.
Social media lunch and learn series, Aug. 17th part bClaris Networks
From the first Social Media Lunch and Learn of a three part series, this presentation covers 5 of the major players in social media today, statistics, and practical uses for each.
Author: Shane Rhyne
AMA Customer Experience Workshop: Optimizing the Customer ExperienceFullSurge
Tutorial workshop on optimizing the customer experience prepared for and facilitated on behalf of the American Marketing Association for the 2014 annual conference, Inspired Marketing.
The Advertising Research Foundation announces the launch of the Social Media Council at Advertising Week 2009.
Social media has provided brand advertisers and marketers, media and agencies with new ways of listening to consumers. Listening leads the way to engaging in conversations and uncovering new actionable insights.
Presentation: Knowledge Translation and Transfer Program: sharing ideas, insights, innovation and impacts: research transformed into us - by Knowledge Translation and Transfer (KTT) Program, Ontario Ministry of Agricultural and Food and Ministry of Rural Affairs - Michael Toombs,Elin Gwyn and Bronwynne Wilton
2014 Canadian Knowledge Mobilization Forum, June 9 &10, 2014, Saskatoon, SK
Now with a “simple turn of the label” your customer can learn the benefits of your product and the reasons for purchasing. With SpinLabel you will transform static and crowded labels into dynamic and flexible marketing platforms – in the hands of consumers.
Presentation by Steve Scott, Lorna Neilson, Mary Canady, and David Welch at the San Diego Biotechnology Network's Bootstrapping Biotech event October 29th 2009.
Social media lunch and learn series, Aug. 17th part bClaris Networks
From the first Social Media Lunch and Learn of a three part series, this presentation covers 5 of the major players in social media today, statistics, and practical uses for each.
Author: Shane Rhyne
AMA Customer Experience Workshop: Optimizing the Customer ExperienceFullSurge
Tutorial workshop on optimizing the customer experience prepared for and facilitated on behalf of the American Marketing Association for the 2014 annual conference, Inspired Marketing.
This two-day workshop helped participants craft a high-potential business growth strategy that capitalizes on marketplace opportunities while leveraging organizational competencies and
competitive advantages. Day 1 of the workshop consists of four modules: 1) an overview of business growth strategy, 2) conducting a current state assessment to identify business opportunities
consistent with organizational core competencies, 3) articulating a business growth vision to remain competitive in a challenging marketplace environment, and 4) growing the core business to
maximize revenue and profit.
This two-day workshop helped participants craft a high-potential business growth strategy that capitalizes on marketplace opportunities while leveraging organizational competencies and
competitive advantages. Day 2 of the workshop consists of four modules: 1) utilizing research and analytical methodologies to inform and achieve strategic business goals, 2) implementing
business growth strategy for creating high-impact value propositions, 3) assessing organizational readiness and implementation for effective execution of growth strategies, and 4) measuring
and monitoring the progress of business development and growth.
The presentation was part of a one-day roundtable session held for the membership of the Association of National Advertisers (ANA). It contains a real-world case study that illustrates how a
former client: 1) dissected and ultimately defined what it means to be "green" in their industry, 2) identified key purchase decision-makers associated with "green," 3) segmented the market
based on customers' attitudes toward "green," and 4) developed a compelling "green-based" value proposition and go-to-market strategy for the chosen target segment.
We all know it is important to consistently grow brands, but what is the best way to achieve brand growth? This webinar was conducted for the membership of ANA. It discuss how to achieve growth by extending brands into new markets, whether by geography, by category, or by industry. It features a variety of case studies and best and worst practice examples while exploring critical questions such as: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets?
This was a webinar conducted for ISBM members to help them understand the key components that comprise a brand portfolio strategy, and how these components relate to and inform brand
architecture decision-making. This requires developing a thoughtful brand portfolio strategy; one that defines the optimal number, scope and strategic role for each brand within the
portfolio. The webinar leverages best practices, guiding principles, and real-world example.
This workshop builds a foundation for how to identify, evaluate and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on
brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting. Specific topics covered include: 1) determining a brand’s
“bounds of extendibility,” 2) using brand as a source of inspiration for business-building ideas, and 3) testing/validating new business opportunities within the context of an existing brand.
The workshop uses a combination of best and worst practices, B2B and B2C context, and practical and real-world examples.
FullSurge managing partner Mitch Duckler delivered a presentation at the 2014 Small Firms Leadership Retreat in Ponte Vedra Beach, Florida. In this presentation, Mitch presents the latest guiding principles for how small consulting firms can drive growth. His presentation covers the importance of a firm defining its unique brand positioning and how to bring it to life operationally. Mitch also addresses how brand positioning can be used to inform activities such as thought leadership, expertise marketing, human capital, intellectual property, and knowledge management.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
7. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
7
Sci Fi Segments
InvolvementNone High
Religion
Realists
16%
Escapists
16%
§ 41
§ Female
§ $50K
§ Married / Kids
§ Low College
§ Heavy TV
§ Heavy Readers
§ Love Fantasy
§ 40 - 50
§ Mothers
§ Married
§ Southern
§ Moderate TV
§ Light Internet
§ Conserva0ve
§ Love God &
Family
§ 31
§ Male/Female
§ $45K
§ Single
§ Ethnic. Diverse
§ Heavy TV
§ Heavy Gamers
§ Love Thrills
Screamers
19%
§ 27
§ Male
§ <$40K
§ Single
§ Ethnic. Diverse
§ Heavy TV
§ Heavy Movies
§ Love Being Scared
TV Snobs
17%
§ 40
§ Male/Female
§ $45K
§ Married
§ Caucasian
§ Light TV
§ Readers
§ Love Learning
Young Marvels
16%
SciPhiles
16%
§ 42
§ Male
§ $55K
§ Married
§ College
§ Light TV
§ Heavy Internet
§ Love science
10. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
10
Target Audiences
Adults Children
Young adults w/ no kids
(18 – 30)
Families w/
children 4 – 12
Tweens
(8 - 12 )
Young Kids
(4 – 8)
All large groups with significant purchasing power and/or influence
~ 35M (people)
~ $750B (total spend)
~ 35M (HH)
~ $1,650B (HH
expenditures)
~ 15M (people)
~ $85B (total spend)
~ 20M (people)
~ $105B (total spend on
kids)
§ Significant purchasing
power
§ Extremely tech savvy
§ Hungry for explora0on, self
expression, sharing of
informa0on and new
experiences
§ Many interested in sci-fi
related genres
§ Increasingly
influenced by
children
§ Increasingly difficult
to target as
interests within
family fragment
§ Significant influence on parents / family
§ Establishes a pipeline for future offers
§ Less likely to have limi0ng associa0ons of “sci-fi”
§ Increasing buying power
§ Extremely tech savvy
§ Media-centric – they spend
6.5 hours/day online and/or
watching TV
§ Offers developed could be
leveraged into young adults
§ Has an affinity for the
unknown / sci-fi
§ Tech savvy
§ Heavy TV watchers
§ Heavy readers
§ Impressionable
16. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
16
“Transform” Business Concepts
§ Brand a large plot of land, or
self contained property
§ Stage fantasies for 6-8 people
who share similar fantasies
§ Transport consumers to a
different 0me, place, under an
assumed role
§ Sell take-home products,
subscrip0ons to an online
community
Fantasy Des0na0ons
§ A room within houses that
enables transforma0on to a
different 0me or place
§ “Dynamic media wall”
§ Addi0onal accessories (e.g.,
music, objects, furniture) to
enhance the transforma0on
§ Revenues from user fees and
media fees
Changing Room Interac0ve Role Play
§ Sci Fi MMORP, based on new
sci-fi themes and exis0ng
programs
§ Par0cipants subscribe to
game and purchase
characters and tools to
advance to higher levels
§ Tie-into actual Sci Fi TV
content, with winners
determining the fate of
characters, outcomes
20. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
20
“Create” Business Concepts
§ Sci Fi stages themed social events;
includes crea0ng party
entertainment kits
§ Event planning that taps into social
trend of kid-designed, crea0ve
entertainment
§ Themes to include space travel,
extreme adventure, special
effects, alien abduc0on, etc.
§ Web-based, user-generated story
crea0on contest, using tools from Sci
Fi including video clips, characters,
sample scripts
§ Consumers form virtual teams and
create a “finished product”
§ The winning team has story
produced by Sci Fi into mul0ple
media forms
Networked Story-building Staged Events
21. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
21
Qualitative research to gain insights on the Sci Fi brand and
business concepts
§ 8 Total Groups (2 hour sessions)
§ 3 U.S. Ci0es
§ 3 types of par0cipant make-ups, 8 par0cipants each
§ Trend-seqng young adults w/ no kids (4 groups)
§ Progressive adults with kids 4 – 8 (2 groups)
§ Social Tweens 11 - 13 (2 groups)
§ Key Topic Areas
§ Aqtudes, percep0ons and behaviors rela0ve to entertainment and sci-fi genres
§ Reac0ons to business ideas (favorable or not, why, improvement modifica0ons)
§ Percep0ons of Sci Fi brand (equity / extendibility rela0ve to business ideas)
§ Reac0ons to brand posi0oning pla5orms / iden00es
§ Refinement of ideas (to increase their value, differen0a0on, and credibility to Sci Fi)
26. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
26
Category Distillation
1. Aerospace & Defense
2. Agriculture
3. Auto. & Transport
4. Banking
5. Beverages
6. Business Services
7. Charitable Orgs.
8. Chemicals
9. Computer Hardware
10. Computer Services
11. Computer SoUware
12. Construc0on
13. Consumer Products
14. Consumer Services
15. Cultural Ins0tu0ons
16. Educa0on
17. Electronics
18. Energy & U0li0es
19. Envt. Svcs, & Equip.
20. Financial Services
21. Food
22. Founda0ons
23. Government
24. Health Care
25. Industrial Mfct.
26. Insurance
27. Leisure
28. Media
29. Membership Orgs.
30. Metals & Mining
31. Pharmaceu0cals
32. Real Estate
33. Retail
34. Security Pdcts & Svcs.
35. Telecom. Equipment
36. Telecom. Services
37. Transporta0on Svcs.
Started with 37 SIC codes
Media
Consumer
Products
Leisure
Ended with 3 Categories
B2C
Entertainment or
Educa0onal
Lifestyle Oriented
Sci Fi Screens
27. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
27
Related Industries – Opportunity Landscape
• Conven0ons
Accessories
• Mobile
• merchandise
Gaming Hardware
• Consoles, devices, PCs
• Gaming gear
Home Appliances
• Sci Fi inspired
smart appliances
Ready to Assemble
• Changeable
Living Spaces
HH of tomorrow
Architectural
Ligh0ng
• Illuminated
wallpaper
Ligh0ng units
• Line of floor,
desk & wall lights
Technology enabled
apparel & jewelry
• MulA-funcAon
wearable device
• Bou-tech
Mul0ple IPTV
channels
Service
Provider
Content Extensions
• ringtones &
Ring backs
• Wallpaper
• Text Alerts
Hotels & Resorts
• Fantasy
DesAnaAons
Amusement
Parks /
• Fantasy
DesAnaAons
• Arcades / FECs
Gaming SoUware
• Video Games, Online Games,
Mobile Games, Computer games
• InteracAve Role Play Game
• CreaAvity Game
Home Storage,
Org. Products, &
accessories
Audio Video
Equipment
• Media Wall
• Immersion
pods
Internet / Digital
Music Distribu0on
& Downloads
Cable TV
Broadcast
TV
Produc0on &
Distribu0on
Mo0on Picture
Produc0on &
Distribu0on
(long format)
Travel
Services
• Staged events
Leisure
Music Media
Consumer
Products
(non-retailing)
Commemora0ve
Products
Television
Film &
Video
Book
Publishing
Periodicals
• Online story-
building
Trading Cards
& Comic Books
Digital Content
Distribu0on
Online
story-building
Publishing
Consumer
Electronics
Toys &
Games
House wares
Home
Furniture
Ligh0ng
Appliances
Apparel &
Jewelry
Lodging
Entertainment
Specialty Eateries
• Mind Bar
Restaurant & Cafes
Training
Services
(support)
Mobile
8
7
6
5
4
3
2
1
3 Categories
18 Industries, 8 high priority
36 sub-industries, 13 high priority (darker
backgrounds)
Concept bundles from boeom-up
explora0on
#
Abcd
Opportunity Landscape
28. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
28
Industries were profiled across key dimensions
Entertainment - Theme
Park (Experience/Ride)
Restaurant
(Themed Full Service )
Lodging
(Mid-Level Hotel)
Entertainment –
Conven0ons
Entertainment –
Arcades / FECs
Economics § $11.3B market
§ 3% CAGR
§ 20-30% op. margin
§ Avg. $67 for one day 0cket / $115
for mul0-park
§ $510 (total), $174B (themed
restaurants)
§ 6-7% CAGR
§ 10-20% op. margin
§ Avg. HH spend / year: $2,434
§ $121B (total), $42M (mid-level)
§ 5% CAGR
§ 35-35% op. margin
§ Avg. spend for leisure: $85 - 90 /
night
§ $10.8B market
§ 5% CAGR
§ Low op. margins
§ $1.4B market
§ (2-3%) CAGR
§ 10% avg.op. mgns.
§ Wide range of op.
margins fr. 0 – 17%)
Market
Outlook &
Trends
§ Mature, saturated market w/ low
growth and limited revenue
opportunity
§ High OPEX required, as an
operator
§ Industry in transi0on
Revenue drivers:
§ Admission fees (55% of revenue),
then food, games, and
merchandise
Trends
§ Increasingly sophis0cated (and
costly) rides – more immersive,
interac0ve
• Mature, saturated market w/ low
growth and limited revenue
opportunity
• Difficult business to sustain
growth (23% restaurants fail by
year one, 60% by year three)
Revenue drivers
• Traffic, revenue per table, high
margin items (i.e., dessert, liquor)
Trends
§ Migra0on from price to
experience (“eater-tainment”)
§ Less expansion, more
remodeling / re-inven0on
§ Mature market w/ low growth
§ Higher rev. genera0on
opportunity
§ High OPEX required, as an
operator
Revenue drivers:
§ Occupancy and room rates,
other services (food, spa)
Trends
§ From func0on to experience
§ Many compe0tors reinven0ng
offers with design, ingredient
brands (Heavenly, Bliss)
§ Slowly growing
market with low op.
margins
§ Coordina0on
intensive
Revenue drivers:
§ Qty. of shows / fees,
growth in segment
Trends
§ Increased role of
conven0ons as
promo0onal tools
§ Small, declining market
w/ stagnant prices
§ Severe compe00on from
subs0tutes (in-home &
mobile video games)
Revenue drivers:
§ Games, admission fees,
repeat aeend.
Trends
§ Decreased availability of
new games
§ Neg. public image
Compe00on § Top five operators account for
most indust. revenues)
CriAcal Success Factors:
§ Loca0on (near large tourist
des0na0ons)
§ Con0nuous innova0on
§ Ability to bundle services
§ Access to capital
§ Brand reputa0on
Major players:
§ Disney: 48%, $5.4B
§ Universal: 10%, $1.1B
§ Six Flags 10%, $1.1B
§ Anheuser-Busch 10%, $1.1B
§ Highly fragmented, regional,
mul0ple entrants and exits
CriAcal Success Factors:
§ Differen0ated offering
§ Loca0on
§ Access to capital
§ Op. & HR management
§ Recognized brand
Major players:
§ McDonalds: 1.4%, $7B
§ YUM!: 1.2%, $5.9B
§ Darden: 1.2, $5.7B
§ Wendy’s: 0.5%, $2.4B
§ Landrys 0.3%, 1.2B
§ Somewhat fragmented
CriAcal Success:
§ Advantage comes
§ Differen0ated offering
§ Loca0on
§ Access to capital
§ Op. management
§ Strong brand por5olio
§ Loyalty programs
Major players (%- rooms):
§ Cendant: 9.9%, $3,.3B
§ Marrioe: 8.7%, $11.5B
§ Hilton: 8.1%, $4.4B
§ Starwood: $5.9B
§ Highly fragm., few
large operators
assoc. w/ major
centers
§ Low entry barrier
§ Accounts for 1/3 of
hotel revs.
CriAcal Success:
§ Strong planning /
coordina0on
§ Alliances
§ Word of mouth
Major players:
§ The Freeman Co.:
9.3%, 1B
§ Fragmented: largest eight
account for <30% of revs.
§ High fixed cost and
capital expenditures
CriAcal Success:
§ Loca0on
§ New games
§ Control on op. exp.
Major players:
§ D&B: 25%, $0.4B
§ Chuck E. Ch.: $0.7B
§ Game Works: 4%, $60M
29. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
29
Each industry was scored to determine attractiveness
Entertainment / Other Restaurants Lodging (Hotels)
Amusement Parks Conven0ons Arcades / FECs
Financial
Objec0ves
(revenue & profit
potenAal)
§ Moderate size ($11.3B)
§ Slow growth (3%)
§ Healthy op. margins (15%)
§ High fixed costs
§ Moderate size ($10.8B)
§ Slow growth (5%)
§ Low op. margins
§ Small market ($1.4B)
§ Declining (-2-3%)
§ High failure rate
§ High fixed costs
§ Large market ($510B)
§ Slow growth (6-7%)
§ High failure rate (60%)
§ Limited rev. poten0al
§ Large market ($121B)
§ Slow growth (5%)
§ High op. margins
§ High OPEX
Business
Strategy
(alignment w/
strategy)
§ Limited poten0al to broaden
viewer ship but high poten0al to
mone0ze brand
§ Will diversify business well
§ Very synergis0c w/ other offers
and Universal
§ Limited poten0al to broaden
viewer ship or mone0ze
brand, but rela0vely easy to
enter
§ Not as diverse as others,
more for mktg. than rev.
§ Limited poten0al to
broaden viewer ship or
mone0ze brand
§ Could diversify bus. &
increase exposure, only if
large scale
§ Limited poten0al to
broaden viewer ship
§ High poten0al to mone0ze
brand
§ Will diversify business
§ Somewhat synergis0c
§ Limited poten0al to broaden
viewer ship
§ High poten0al to mone0ze
brand
§ Will diversify business
§ Somewhat synergis0c
Brand
Strategy
(reinforces future
aspiraAons)
§ Very good oppty. to be
“transforma0ve” / immersive /
fun / unique
§ Good oppty. to change limi0ng
percep0ons of Sci Fi
§ Natural fit wit the brand
§ Limited poten0al to be
“transforma0ve” / immersive
§ Risk of perpetua0ng current
brand image
§ Won’t help change
percpe0ons
§ If executed well, can be
“transforma0ve” /
differen0a0ng
§ Neg. percep0ons of
industry could reflect
poorly on brand
§ If well executed, can be
“transforma0ve” / diff.
§ Oppty. to change limi0ng
percep0ons of Sci Fi
§ Food elements could
diminish “escape”
§ If well executed, can be
“transforma0ve” / diff/
§ Oppty. to change limi0ng
percep0ons of Sci Fi
§ Current percep0ons might
limit trial
Target
Segments
(fit with target
segments)
§ Very good fit with target’s
preferences & behaviors (avg.
age: 25 – 44, esp. families)
§ Cap0ve audience (avg. stay is 5.3
nights)
§ Increasing interest by adults (1/2
of those visi0ng Disney World) ,
rejuvenile phenom.
§ Good fit with target (families,
tweens), but limited exposure
to mass audience
§ Conven0ons for sc-fi related
content is growing in
popularity
§ Trends moving away from
entertainment ctrs. and
more toward themed
restaurants (eater-
tainment) and in-home /
mobile games
§ Possible oppty. with
tweens, but untested
§ Very good fit with target’s
preferences & behaviors
§ Increasing spend and traffic
of families
§ Increas. popularity of
themed eater-tainment
restaurants w/ families
§ Good fit with consumer trends
(blend of uses – lifestyle
oriented)
§ Those who choose a
des0na0on based on a TV /
Movie more likely to be
younger, higher income,
college educated, w/ children
Overall
Attractiveness
34. PROPRIETARY AND CONFIDENTIAL
SUBSECTION TITLE
34
Developments driven by our recommendations
Gaming
• Compiled list of 40 poten0al acquisi0on/partnership target
based on following criteria:
1. Specializes in games that appeal to SCI FI audience
2. Develops games across pla5orms
3. Is of a manageable size allowing for rapid acquisi0on
4. Has track record of releasing successful games
5. Has opera0ons in close proximity, with similar culture
6. Has publishing experience/capabili0es
Low-hanging Fruit Extensions
• New Broadband channels:
• Exploring crea0on of “Sci Fi classics” broadband
channel u0lizing public domain genre programming
• SCI FI Anime – early stage exploring acquiring or
partnering with exis0ng library companies
• Print Publishing:
• Structuring deal with Hollywood Entertainment (book
packager) for noveliza0ons of SCI FI Pictures movies
• SCI FI mobile storefront being developed through
NBCU Digital team (content to include ringtones,
wallpapers, games - launching X)
• “Digi-sodes” – Establishing a MGM/Stargate deal for
iTunes/Amazon
Interna0onal Extensions
• Soon to launch in Scandinavia, Australia
• Developing Asia, La0n America
• Structuring a global brand management
infrastructure
Programming for the Youth Market
• Kids
• Exploring Joint Venture with BKN to create a Sci Fi
branded Saturday morning on-air programming block
and corresponding broadband portal - to include ad
sales (on-air, online), DVD & licensing/merchandising
• Youth/Young Adults
• Nego0a0ng Joint Venture with Virgin Comics - ini0al scope
to co-develop/own 5 proper0es to be executed as comic
books, then owned asset to develop TV, film merchandise
efforts.