The document provides a situation analysis and marketing plan for the home media release of the James Bond film Spectre. It analyzes the franchise's strengths and weaknesses, as well as opportunities and threats in the external environment. The target market is identified as males ages 17-49 and females ages 19-40 who enjoy action and thriller films. The marketing objectives are to sell 3.5 million DVD units, 3 million Blu-Ray units, and 2.5 million digital downloads. The promotional plan includes television commercials, magazine ads, billboards, and partnerships with MAC Cosmetics, Heineken, and Belvedere Vodka.

1. Creative Marketing
© 2015
For internal use only.

2. Meet the Agents
Creative Marketing
© 2015
For internal use only.
007: King 008: Gray 009: Stohler
005: Haynes 006: Dinh

3. SITUATION
ANALYSIS

4. Situation Analysis: Internal
Strengths
� Renowned James Bond franchise
� Maintains global recognition
� Spectre made $73M+ opening weekend
Weaknesses
� Excludes the family, a major market in the film
industry
� As a British secret service agent, Bond appeals
less to Americans
� Skyfall was the best selling Blu-Ray in England,
but not in the US.
Creative Marketing
© 2015
For internal use only.

5. Situation Analysis: External
Opportunities
� Product line expansion (MAC, Belvedere, DVD sets,
etc)
� Broaden the fan base to include more women
� Well-established products placed in Spectre can be
utilized for promotional campaigns
� Youth appeal
� James Bond is a timeless character and each new
series attracts attention from newer generations
Creative Marketing
© 2015
For internal use only.

6. Situation Analysis: External
Threats
� Same release dates
◆ “The Peanuts Movie” (Nov. 6, 2015)
◆ Success contributed to Spectre pulling in lower box office results than Skyfall
� Films hitting theaters in February may consume our target market’s entertainment budget
◆ Pride and Prejudice and Zombies - Feb. 5, 2016
◆ Deadpool by Marvel - Feb. 12, 2016
◆ Zoolander - Feb. 12, 2016
� On-demand movie services/streaming (Redbox, Netflix)
◆ Target audience may decide to wait to see if Spectre will be released through RedBox or Netflix
� Piracy
Creative Marketing
© 2015
For internal use only.

7. Company Background
� The “James Bond” character was created by Ian Fleming in 1953 to be featured in a series
of novels
� The first 007 film was produced in 1962
� The Bonds:
◆ Sean Connery (1962-1971)
◆ George Lazenby (1969)
◆ Roger Moore (1973-1985)
◆ Timothy Dalton (1987-1989)
◆ Pierce Brosnan (1995-2002)
◆ Daniel Craig (2006-present)
Creative Marketing
© 2015
For internal use only.

8. Competitive Analysis
� Biggest competition involves other movies currently sweeping the nation
� Fan vs. Family Appeal
◆ Walt Disney Pictures - Star Wars
◆ Marvel - Deadpool
◆ 20th Century Fox Animation/Blue Sky Studios - The Peanuts Movie
� Market commonality
◆ MI-5 British spy film, The Man From U.N.C.L.E., Kingsman
◆ All three were released in the last year and are still in consumers minds
◆ Oversaturation the “spy movie” market
Creative Marketing
© 2015
For internal use only.

9. TARGET MARKET
SPECIFICATIONS

10. Target Market: Demographics & Psychographics
� When it was first released, the series was aimed at young males ages 15-27
� Those that enjoyed the movies when they were 15 are now older
� The target audience is currently primarily males ages 17-49
� Females ages 19-40 have become part of the target market since the franchise progressed
� 60% of viewers are males and 40% of viewers are female
� Action and thriller preference
� Enjoy seeing classy, top-of-the-line cars and beautiful women
� Bond girl = damsel in distress
◆ Appealing to males who have an inner desire to be a hero
Creative Marketing
© 2015
For internal use only.

11. Size of Target Market
� Market is extremely broad and spans
globally
� Very popular across the United States and
Europe (particularly the UK)
� Throughout the movie franchise, Bond has
visited nearly 50 countries making it
appealing to audiences all over the world
� Current worldwide market for James Bond
is at about 140 million people (based on
figures from Skyfall)
Creative Marketing
© 2015
For internal use only.

12. PRODUCT
EVALUATION

13. Package Considerations
� Three different physical packages
◆ Two ways to buy/rent movie digitally
� In each package:
◆ Flier with code for #BeBond sweepstakes
◆ Coupon for 10% off any one MAC Cosmetics
product
� DVD will include “Bonus Features”
◆ Behind the scenes footage
◆ Interviews with cast
◆ Music video for theme song “Writing’s on the
Creative Marketing
© 2015
For internal use only.

14. � Purchasing Options:
◆ DVD - $16.99
◆ Blu-ray + DVD + Digital Copy - $24.99
◆ Special Edition: Blu-ray 3D + Blu-ray + DVD - $39.99
◆ iTunes: Buy - $14.99 Rent - $5.99
◆ On Demand: Rent - $6.99
� Channels of Distribution:
◆ Target with POP display
◆ Walmart with POP display
◆ Best Buy with POP display
◆ Amazon
◆ iTunes
Pricing and Distribution
Creative Marketing
© 2015
For internal use only.

15. MARKETING
OBJECTIVES
+ BUDGET

16. Sales Objectives
3.5M DVD units: $50M
3M BluRay units: $55M
2.5M digital downloads (iTunes): $45M
$10.5M from 1.5M VOD views
Option period 6-12 months. Extensions may last 3-6 months
Creative Marketing
© 2015
For internal use only.

17. Costs
DVD - disk build, packaging, shipping, slot fees
$1.5/unit @ 3.5m units = $3.5M
BLU RAY - disk build, packaging, shipping, slot fees
$3.3/unit @ 3m units = $9.9M
Digital - distribution fee and percentage of sales to iTunes
$1975 one time distribution for HD + $331/year =$2306
Itunes/Dist. retains 30% per download
T.V. (VOD)
$7,530 for guaranteed placement in 80% of nationwide
VOD households
Creative Marketing
© 2015
For internal use only.

18. Expenses
Media:
One T.V. spot (30 sec prime time)
$150,000 x 40 prime time plays
$6M + $30,000 in Production costs
One full page print magazine ad
2 issues of GQ & 2 issues of Esquire $768K
Billboard ads in metropolitan areas $2M
Sales:
POS Graphics $780K
Creative Marketing
© 2015
For internal use only.

19. Expenses
Promotions:
MAC: $112K
Heineken: $252K
Jaguar/Aston Martin: $1M
Event:
Supplies, venue, staff, etc: $500K
Creative Marketing
© 2015
For internal use only.

20. SALES
PROMOTION
PROGRAM

21. Advertising
Television
� Preview-style shorts, portraying
the most appealing portions of
the film
� 3x per week for one month prior
to disc release, until a month after
release date.
� ABC, NBC, CBS and FOX
Creative Marketing
© 2015
For internal use only.

22. Advertising
Magazines
� Full-page color ads featuring
scenery & characters from the
film
� Play into the sex appeal of
Bond & exotic destinations
� Ads will coordinate with the
style and feel of the selected
magazines
Creative Marketing
© 2015
For internal use only.

23. Advertising
Billboards
� Top 20 metropolitan areas of the U.S.
� 2 month span from January 1, 2016 until February 28, 2016.
Social Media
� Utilize the Spectre Facebook page, Instagram & Twitter accounts to post
updates on promotional campaigns
� Coordination with partner SM channels
Creative Marketing
© 2015
For internal use only.

25. Creative Marketing
© 2015
For internal use only.
POP Sales Display
Every Walmart, Target, and Best
Buy store will be provided with a
James Bond die cut display to
advertise the home video release
of Spectre.

26. Promo 001: MAC Cosmetics
MAC cosmetics handled all of the makeup used in the “Day of
the Dead” scene.
Using SM channels, MAC will advertise the #BeABondGirl
contest in which Instagram users can post their use of MAC
makeup to copy classic “Bond girl” looks.
100 users will be selected to win MAC cosmetics as well as
a copy of the DVD/Blu-Ray. January 1 - January 20, 2016.
Creative Marketing
© 2015
For internal use only.

27. Promo 002: Heineken
Heineken has been partnered with the James Bond
franchise since the 2012 release of Skyfall.
From January 15, 2016 through February 29, 2016, all
12 and 24 packs of Heineken Lager will contain an on-
package coupon for $5 off the Blu-Ray/DVD release of
Spectre.
Creative Marketing
© 2015
For internal use only.

28. Promo 003: #BeBond Sweepstakes
Every DVD or Blu-Ray copy of Spectre will contain a U.E.C. for the
#BeBond sweepstakes. Consumers can enter this code under the
sweepstakes section of the Spectre website and instantly be alerted if
they are a winner.
� Grand Prize - (1 winner) Aston Martin Vantage V8 (MSRP $125,290)
� 2nd place - (1 winner) Jaguar F Type convertible (MSRP $68,100)
� 3rd place- (2 winners and their plus one) Trip to New York for Sam
Smith concert. Includes roundtrip airfare, three night
accommodation, and VIP tickets to the concert (MSRP $8,500)
� 4th place - (3 winners) Omega Seamaster 300 limited edition
Spectre watch (MSRP $6,815)
Creative Marketing
© 2015
For internal use only.

29. Belvedere Vodka: “Club Bond”
� Boulevard3 in Hollywood, CA will be
transformed into a Bond lover’s paradise
� Spectre Facebook page & Belvedere
Facebook page will begin advertising on
Feb. 2, 2016
� Dressing as Bond or one of his favorite
ladies is encouraged with awards for best
entry
� Winners of the contest will receive free
bottle service for the night courtesy of
Belvedere
Creative Marketing
© 2015
For internal use only.

31. Creative Marketing
© 2015
For internal use only.