In my advertising and promotions class, my professor asked us to promote the DVD release of a movie of our choosing. My team and I decided to do a marketing deck for Coco.

1. MKTG 430 – Fall 2017
By Elvia Cabrera, Javier Hernandez, Adriana Medina, Terra Perrone, Julio Rosales

2. Table of Contents
• Situation Analysis 4
• Product Category Threats and Opportunities 5
• Company Background 6
• Competitive Analysis 7
• Target Market Specifications 8
• Demographic/Psychographic characteristics (Primary) 9
• Demographic/Psychographic characteristics (Secondary) 10
• Product Evaluation 11
• Brand Name 12
• Package Considerations 13
• Channels of Distribution 20
• Pricing 21
• Other Considerations 22
• Marketing Objectives 23
• Budget 25
• Advertising Program 26
• TV spot 27
• Magazine ad 28
• Sales Promotion Programs 32
• Trade and Consumer Objectives 33
• Consumer Promotions 34
• Point of Purchase Program 35
• Publicity 36
• Special Events 37
• Sponsorship Opportunities 39

3. Julio
Creative Director
Elvia
Strategist
Javie
Art Director
Adriana
Account Manager
Terra
Copywriter
Our Team
2

4. 2. Situation Analysis
3

5. Product Category Threats and Opportunities
S T
W
• Relevent theme
• Diversity and culture
• Family Oriented
• Brand recognition of Disney and Pixar
• Best Animated Feature award by the
National Board of Review
• Confusion with name of
the movie
• Movie is focused on only
the Mexican culture
• Confusion with the movie:
Book of Life
• Piracy
• DVD and Blu-Ray declining
sales
• Mexican holdiays
• Can target account specific
exclusives
• Awareness and education of
new cultures
O
4

6. Company Background
• Headquartered at the Walt Disney Studios in Burbank, California
• The world's second largest media conglomerate in terms of revenue
• Founded on October 16, 1923
• Its film studio, Walt Disney Studios, is one of the largest and best-known studios in
American cinema.
• Disney owns Pixar and has created movies such as The Good Dinosaur, Inside Out,
Finding Dory, Cars 3, Monsters University, and most recently Coco. Both brands have
exceptional equity and image in the minds of consumers.
• American computer animation film studio based in Emeryville, California
• Began in 1979 as the Graphics Group with funding by Apple Inc. co-
founder Steve Jobs.
• Disney later purchased Pixar for $7.4 Billion
• Its films are among the 50 highest-grossing films of all time
• Has produced 20 feature-length films since 1995
5

7. Competitive Analysis
Ferdinand Paddington The Star
6

8. 3. Target Market Specifications
Primary Market: Kids and Young Adults Secondary Market: Latino Community
7

9. Demographic and Psychographic Characteristics
Primary market: Kids and Young Adults
Demographic
Children under 18 make up 24% of the US
population, 74.2 million kids
Demographic
Young adults ages 18-24 make up 9.5%of the
US population, 30.8 million
Psychographic - Values:
• Happiness
• Friendships/Relationships
• Fun
Psychographic - Mental and Behavior:
• Playful
• Interested in experiential events
• Familiar with technology
• Active on social media
• Enjoy leisure time
8

10. Demographic and Psychographic Characteristics
Secondary market: Latino Community
Demographic
The Latino Community makes up about 17.6%
of the United States population. 56.5 million
people, Mexican make up the majority of the
Latino Community in US with 35.7 million
Demographic
Median age of the Hispanic community in the
US is 28
Demographic
• Among U.S.-born Hispanics ages 25 and
older, 52% reported they had gone to
college
• Hispanics spent 1.5 trillion U.S. dollars in
the retail and CPG market in 2015
Psychographic - Mental and Behavior:
• Family oriented
• Value education
• Cultural awareness
Psychographic - Values
• Family
• Tradition
• Stability
9

11. Product Evaluation
10

12. Brand Name
COCO
• Aspiring musician Miguel, great grandson of Coco, is confronted
with his family's ancestral ban on music when he enters the Land
of the Dead to work out the mystery.
• Released in theaters November 21, 2017
• Best Animated feature by the National board of review
• 97% on rotten tomatoes
• Caters to a new target market for Pixar: the Hispanic community
• Themes: Family, dreams, adventure, honor, tradition, growing up
11

13. Base Package Considerations
DVD Blu-Ray + DVD + Digital Copy 4K Collector’s Edition
12

14. Package Considerations
- Details
• Account specific limited edition packages exclusives for:
• Target - Limited Special Edition with Story Book
• BestBuy - Limited Special Edition with Poster
• Walmart - Limited Special Edition with Coloring
Book
• All exclusives include Blu-ray, DVD, and Digital copy plus
an added bonus
13

15. Package Considerations
- Target
• Target - Limited Special Edition with Story Book
• Exclusive includes Blu-ray, DVD, and Digital copy
• Bonus also includes special edition storybook
• Available for a limited time
14

16. Package Considerations
– Best Buy
• Best Buy - Limited Special Edition with Poster
• Exclusive includes Blu-ray, DVD, and Digital copy
• Bonus also includes special edition movie poster
• Available for a limited time
15

17. Package Considerations
- Walmart
• Walmart - Limited Special Edition with Coloring Book
• Exclusive includes Blu-ray, DVD, and Digital copy
• Bonus also includes special edition coloring book
• Available for a limited time
16

18. Package Considerations
– 4K Collector’s Edition
• Ultimate Collector’s Edition with:
• Blu-ray
• Digital copy
• 4K Movie
• Bonus Content
• Album digital download code included
• Available for a limited time at all stores (limited
quantity)
17

19. Package Considerations
- Extras
• Packages will include a coupon on the discs to buy a
plush or order a plush on Disney.com for a limited time
at a discount.
• Album digital download included with the 4K edition
18

20. Channels of Distribution
• Target, Best Buy, Walmart (Special Editions, regular versions, and exclusives)
• Other retail: Costco, Sam’s Club, Ralphs, Vons, Albertsons, Disney Stores
• Online order:
– Disney.com
– Amazon
– All other stores too.
19

21. Pricing
$19.99DVD
$24.99DVD/Blu-Ray/Digital Combo
$29.99Store Exclusives - Limited Editions
$34.99Collector’s Edition (4K)
20

22. Other Considerations
Digital Download:
• iTunes, Amazon, Fandango Now, etc. (SD/HD) -
$14.99/$19.99
Release Date:
• May 5, 2018 - held to connect with ‘Cinco de Mayo’
holiday release
Pricing:
• Release weekend, lower prices on all DVDs to
encourage more sales ($5 less on all except
collector's edition)
21

23. 5. Marketing Objectives
22

24. Marketing Objectives
Obtain 80% market awareness of Coco by
our target market01
02
03
04
Host a “celebration” event/experience that attracts over
5,000 people
Build brand awareness by achieving 500,000
impressions after the Greek Theater Coco experience
Be the number one DVD/ Blu-Ray seller on the market
for at least the first month in-stores over the
competition
23

25. Budget
Categories Cost
In/Out-of-Home Advertising $1,183,500
Special Events $58,700
DVD/Blu-Ray Production Costs $7,353,298
Social Media Advertising $2,555,000
Endorsements $365,000
Sweepstakes $12,650
Point-of-Purchase $400,000
Buffer $2,000,000
Total Cost $13,928,148
24

26. Advertising and
Promotional Program
• Billboards across metropolitan cities such LA, Chicago, New
York, Houston, Phoenix, Philadelphia, San Antonio, San Diego,
San Jose, Dallas
• Focused on promoting the DVD/Blu-Ray release dates to
help gain more exposure
• Posters
• Placed on buildings, Bus stops, Subway stations to help
gain more awareness of the DVD release
• Social Media
• Instagram
• Facebook
• Twitter
• Snapchat
• Disney 365
• TV commercial spots
• Magazine advertisement
25

27. Telemundo
• Targets Hispanic adults 18-49
• Averages 1.51 viewers per day
• Has 3.3 million subscribers on YouTube &
4.6 million follwers on Instagram
ABC
• Targets adults 18-49, has strong
female audience
• Averages 6.22 viewers per day
• Has 281K followers on Instagram
Have a 30 second commercial on both these networks during an evening slot, where we show clips of the movie and
explain the recognition Coco has received. Before the end of the commercial let the viewer know the DVD release date.
26

28. Magazine Ad
• Full page ads in:
27

29. Social Media –
Snapchat Filter
• Engages movie fans, potential customers, and snapchat
users
• Helps publicity for the movie’s DVD/Blu-ray release
• Geo Filter will be available a week before launch, and on
launch day
• Also available at our special event
• Location: Nationwide
28

30. Social
Media
Facebook, Instagram, and
Twitter
Social media will be used to
promote dvd release as well as
our sweepstakes.
Social Media countdown
campaign
Will also promote our
#rememberme interactive
campaign where consumers will
post a picture of the ones they
lost and use the hashtags.
29

31. Social Influencers
Miguel: Singer/Songwriter in COCO
Instagram: 1.8 M Followers
Twitter: 976 K Followers
Facebook: 2 M Followers
Gabriel Iglesias: Character in COCO
Strong Hispanic following
Instagram: 1.3 M Followers
Twitter: 1M
Facebook: 9.1 M Followers
30

32. Sales Promotion Programs
31

33. Trade and Consumer
Objectives
Reach appx. $44 million in sales dollars in
the first 4 weeks of the DVD/ Blu-Ray
release.
01
02
03
04
Develop stronger partnerships with Target, Best Buy and
Walmart to sell 30% of all sales come from these store
exclusives
Achieve appx. 2.3 million in sales volume within the first
month of the DVD and Blu-Ray release through our
consumer promotional discounts during the first 4
weeks in stores
Raise a minimum of $500,000 for the Boys and Girls
Club
32

34. Consumer Promotions/ Partners
SouthWest Sweepstakes
• Partnetship with Southwest Airlines
• Enter online (no purchase necessary)
• Sweepstakes prizes include:
• All expenses paid to destination of
choice for family of four with a
maximum cost of $10,000
• Coco Blu Ray 4k DVD
• Coco Soundtrack
• Pixar: Art of Coco book
• Alex Woo necklace.
• Fans can enter the Sweepstakes through
Southwest and Coco’s website, using an
online entry
Additional entries can be done by forms mailed in.
Guitar Center Sweepstakes
• Partnership with Guitar Center
• Enter online (no purchase necessary)
• Sweepstakes prizes include:
• Coco Cordoba Acoustic Guitar
• Coco Soundtrack CD
• Pixar: Art of Coco book
• Alex Woo necklace.
• Prize value of $250
• Fans can enter the Sweepstakes through
Guitar Center and Coco’s website, using an
online entry
Additional entries can be done by forms
mailed in.
33

35. Point of Purchase
Program
• POP displays at the registers of Target, Walmart and Best Buy
• Displays are cultural looking with flowers, and bright
colors
• Persuade people to buy the movie
• Provide a clear sale in the first couple weeks on the
market to promote more movie sales
• Will be by registers for 1 month after release
• Retail Store Displays in top stores to promote the movie
release
34

36. Publicity – Disney 365
Disney Channel
• Targets kids 6-11 & tweens
• Averages 30 million viewers per week
• Has 1.3 million subscribers on Youtube & 6.6 million followers on
Instagram
Disney 365
• News segment that airs during commercial breaks on Disney
Channel.
• It airs exclusive content such as interviews with Disney Channel stars
& behind-the-scenes footage to keep viewers “in the know” about
what’s going on around Disney.
Disney 365 Coco Segment
• Have a Disney 365 segment where a Disney actor explains the
exclusive DVD packages that Coco will have. The actor would direct
the viewer to go to Disney.com to view the different offers.
35

37. Special Event
Greek Theatre
Coco Experience
• Family event to promote the release of the DVD/Blu-Ray,
show movie, have live music, and other interactive
activities
• Saturday April 21, 2018
• Greek Theatre in LA. For people of all ages
• Event time: 6 pm - 10:30 pm
• Movie begins at 7:30 pm
• Musical star surprise performances from Miguel and
Anthony Gonzalez (Voice in Coco)
• Partner with local food vendors and family businesses to
sell their authentic products and food
• ALSO partner with AMC theatres, Guitar Center,
Ancestry.com, and Fandango for help with funding this
event to create more exposure for their brands
• Facepainting stations for Dia De Muertos makeup
• DVD/Blu-Ray available for purchase at event
Continued on next slide…
36

38. Special Event - Lost Loved Ones Wall
Greek Theatre
Coco Experience
• Will have a big mural/wall where consumers can write the
names of their loved ones that they have lost on a post-it.
• They can share a picture of the wall on social media to
help promote publicity.
• Social Media: create a post where we ask for engagement
and have consumers post a picture of their loved ones and
share it with the hashtag #passdownlovedones inspired by
quote
“Our memories have to be passed down.” – Hector (Gael
García Bernal)
Continued…
37

39. Sponsorship Opportunities
5% of DVD/Blu-Ray sales during the first 2 weeks will be donated to the Boys & Girls Club
Boys & Girls Club is an
organization that helps our
target marke
Creates a sense of familly
They enable young people to
reach their full potential,
particularly those in low income
families
38

40. Timeline
JAN FEB MAR APR SEPAUGJULJUNMAY
Billboards, Magazines, TV Commercials Snapchat Filter goes live
April 21st until May 5th
Greek Theatre Experience DVD/Blu-Ray Release May 5th
Boys and Girls Club Donations Social Media Campaigns
39

41. #RememberMe
40

42. Sweepstakes Rules
OFFICIAL RULES FOR ONLINE ENTRY: April 1- May 30
VACATION TRIP OF YOUR CHOICE #SouthWestCOCO
Celebrating the release of Disney●Pixar's Coco
In DVD and Blue Ray: May 5th
NO PURCHASE NECESSARY. Purchase will not increase your chances of winning.
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Entry Period: Sponsor will receive entries between April 1, 2018, 8:00 AM PT, and May 30, 2018, Midnight PT (the
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entry website that can be accessed through the COCO and Southwest Airlines Facebook page. The Sponsor from time
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Winners Names: For the names of the Winners by mail, available after May 30, 2018, send a self-addressed, business
size envelope with proper postage affixed by June 5th, 2018. Disney●Pixar's Coco vacation Sweepstakes Winners List
© 2018 Disney Enterprises, Inc. All Rights Reserved.
Coco Sweepstakes
OFFICIAL RULES
NO PURCHASE OR PAYMENT NECESSARY TO ENTER OR WIN, NOR WILL A PURCHASE IMPROVE ONE’S CHANCES OF
WINNING. VOID WHERE PROHIBITED.
BY ENTERING THE SWEEPSTAKES, ENTRANT AGREES TO THESE OFFICIAL RULES
1. SPONSOR: Disney Worldwide Services, Inc., dba D23 Worldwide, 500 S. Buena Vista Street, Burbank, CA 91521-
8394 (“Sponsor”).
2. ELIGIBILITY: To be eligible for this sweepstakes (“Sweepstakes”), at the time of entering you must be: [a]at least
18 years of age or older or the age of majority in your state of primary residence (whichever is older); and [b] a legal
resident of, and physically located within, the 50 United States or D.C. (collectively, “Territory”). Entrants cannot be
employees of Sponsor, its parent, subsidiary or affiliated companies, or of the advertising, promotional or fulfillment
agencies of any of them (individually and collectively, “Entities”).
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