case 3, jk rowling

8/3/2019 Case 3, JK Rowling

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Philip Dackweiler <[email protected]*. Ingen del af nogen bog mä reproduceres eller gengives pä nogen mäde uden udgiverens forudgäende tilladelse. Brug (udover kvalificeret og rimelig anvendelse), som er ulovlig eller overtreder servicevilkärene, er forbudt. De personer, der forerager en sädan overtredelse, vil bliveretsforfulgt, i det omfang loven tillader det.Kein Teil eines Buchs darf ohne die vorherige Zustimmung des Verlags kopiert oder übertragen werden, ganz gleich, mitwelchen Mitteln dies geschieht. Eine andere Verwendung als die gesetzlich oder in den Servicebedingungen festgelegte Verwendung ist verboten. BeiZuwiderhandlung werden gerichtliche Schritte eingeleitet.

Case Studier in Internaticnal Marketing Managernent

TfFtrII. K. ROWLING-AF,TARKETINC WIZARD:HÄfrfrY PQTTER ^AF{tr THE

t-{ALF-gLAüfr PATNTF

{l he sixth book by }. K. Rowting Hafty Pütter and theL Half-Blood Prjnce {Harry 6. as it is knor,vn in the trade),

went on:ale at 12:0'l am Saturday 16 Juty t005, with whatcän b€ des.ribed as the rnost sp€€täcular and r,rretl-

orchestnated integrated marketing cornmunication plan

ever seen in the hi$sry of the publishing industry,It häd been two yeärs since the fifth book in the teries

was launched, a valume that sold äve miltion copies within24 houn, becoming the fastest-setling book in history. In

the UK, on its first day of sale, book five soLd at a rate ol 11

books per stcond. lf alt thase books sold on the first day

were stacked up, the pite wolld be 13 times higher thanMount Everert" $loomsbury, thr British pubtishel remained

tight-l"ipped about pilnt runs for book six but US publisher,

Scholastic, had a first run of '10.8 million copies, the largest

release in histüry. Th€t is a 27 per ccnt incfgase cn its run

for book five. Harry Potter stands third in the liter:ary charts

behind the Bible gnd Quatatians from Chairman Mao.

tu with any book in lhe Harry Potter series, the plot is

kept a totäl secret until {auneh day" J. K. Rowting and themarketing machine surrounding Harry 6 rvorked hard tokeep the whale project as s€cretive and mysterious as

possible. Infofinatian corrcerning the bock was released in

snippets: first in June e0O4 th€ ti:[e was announced and

then in December 20O4 the launch date wäs published,

teaving the rnedia and the pubtic anxious for more.

In tess than a decade, Harry Potter has become one ofthe wsr{d's most widely r*cognized brands. lt is no sscr€tthät, as a writer, J" K RowlinB is not a literary genius, ln

many ways, Harry Patter's amaring success accounk forthe exceptionät abilities of J, K. Rowling as a business-lyoman. She is as mush at home writing a commerciallyviable book as she is planning marketing campäign$ wirhin

the big tent of the media circus. Her stunts ha\re includedorgänizing undercover book deliveries, stiff penalties iorbreaking bookstore confidentiality agreements regarding

tldes. and private'Hogwarts Express' trains for days-longpromotionaI tours.

[ven Harry Potter and his gang coutd not have conjuredup ä better potisn for a publicity ctunt than i}le accidentalleak of Harry 6 frcm a suburban Vancoilver store. Fourterncopies öf the bosk went on sa[e, more than a week beforelaun.h date.According to the spokesman from the Canadian

Superstore it wäs ön inadvertent error by ä store wo*er,who just thought he was doing hls job. Raincoast Eooks, theCrnadian publisher, obtained a Supreme Court injunction

Frer/enting anyone frorn disclosing or copying information

about the book Rsincoast äsk€d those wi.ro bought thebook to reflim theryr in exchange for a gift package.

Nothing of the sixth book leaked o$ on to th€ lnterner, butit kept the gtobal publishi*g partners and the media aroundthe wodd vigilant, watehing out for arqr breach.

Somedring very sirnilar happened with l-tarry 5t thethreat of a i*ak arose after thousands of books were stolenfrom a werehcuse in England just days before the bosk'slaunch. Eloomsbury obtained an injunction that prevented

anybody from publishing rhe content or a summary of theboolc

The Eurogean launch, by sorne appropriat€ magicöl

alcherny, was an extracrdinary success. Just after midnight,ät 12.01 am

enSeturday 16

July, J.K. Rowling

read fromHarry6 in tha Creät Hatl ät Edinburgh Castle.The €vent warechoed around the globe" lmager of J. K. Rowling readingfrom the new book were available worldwide simu[-

taneausly by satettite and photographs were madeavailable to printed media for the Sunday-momingeditions. Later, a television progrämrne o{ the weekend wasaired.

Fler audience on that b€witched night were 70 children,aged between I and 16. The y6{.1n9 r€port€r$ ättend€d onbehalf af selected English-tanguage nevxpapers fromaround the world. The children had the chanc€ to meet J. K.

Rowting and each of them received a signed copy of theboolc The aspidng feporter: then had the weekend to read

Harry 5 in a specially created reädi$g roonn at Edinburgh(astle before att€nding the ehitdren's press conference onSunday 1 7 july to questisn J. X. Rarvling in person.



Philip Dackweiler <[email protected]. Ingen del af nogen bog mä reproduceres eller gengives pä nogen mäde uden udgiverens forudgäende tilladelse. Brug (udover kvalificeret og rimelig ar]vendelse), som er ulovlig eller overtreder servicevilkärene, er forbudt. De personer, der foretager en sädan overtredelse, vil bliveretsforfulgt, i det omfang loven tillader det.Kein Teil eines Buchs darf ohne die vorherige Zustimmung des Verlags kopiert oder übertragen werden, ganz gleich, mitwelchen Mitteln dies geschieht. Eine andere Verwendung als die gesetzlich oder in den Servicebedingungen festgelegte Verwendung ist verboten. BeiZuwiderhandlung werden gerichtliche Schritte eingeleitet.

Principies and Practice of Markering. Fifth Edition

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The 70 kids were the winners of different competitionsacrors the wqrld. The cornpf,titions took ptace onEloom:bury's website and in rete{ted newspäpem,

8loomsbury arked participants tp demanstrale theirwriting skitls by completing th€ sentence:'l'm the biggestfan of the Harly Fotter baoks because...'in 50 words orfewer. Newspapers asked children to prove their Häny

potter connoisseurship by answering some questions onthe subject. The conect ans,wer$ u/erc then put fcnvard forä dräw

Eut Harry potter fans w€re not the only on€s cofi'p€ting. Competition imong r€täilers was fierce.A price warerupt€d in the UK and lreland ärnong bookshops, onlin€retailers änd supermarkets as they eomp€ted to attra{t in

ae many Harry Potter addicts, bofh young and old, as püss-

ibte. Bsoksetlers dercrib€d är outrugeous the move by

supermarkets to ieu the nely Flarry Potter book at less thanhalf the rc{ommend€d rctail price ol €25.99. To try toovefshadow thiS move, most beoktores gave free gifu and

staged special €ntrainm€nts on the big day.

Btoomsbury mäde a\nailable, beforeFublication

day,

värious electrunic prels kiß {tPKs), än electronic farm ofn€w5 releäse. featuring key eventr in the seatian and

taunch of Harry 6. On one of the EPKs, J. K. Rcnl,rting äppeärs

$igning the firct book, which was later donated to theNational Library of $cotland in Edinburgh. On another EPK,

Jason Cockcroft, who painted the book's front cover image,

talks äborrt his artworlcThe artwork on itt ow.l has ge*er-

ated huge ümoufits of word of rnouth among Härry Pötterfans. On the Harry Potter fan sites th€re were orrer 85päger of sp€€ulation about'hidden meänings'in the frontand bäck cover arhvorh

Bloomsbury carried sut prarrolional activities directedtswards the trade and end consumer. On 1 July ?005 it

launched its biggpst ever consumer advenising campaign.Over 20O0 buses throughout the UK and Repubiic oflreland canied the message: Att aboard for Harry'. An EPK

of these buses circulating arolnd London wes also released"

Bloomsbury prolded bookhops with 16-day eount-dcwn clock modelied an the Weaileys' clcck featl"rred inHarry Potter and the Chamber of Secrets iFlany Z! andbanner posters featuring the slogän'The wizarding hour

approaches**set your alarm'. These posters were down-

loadable on the web from the end ofJune. Blaomsbury also

produced limited-edition bespoke canier bags for book-

shops te give ae,ay as prcmiums with the nerrv book onpr.rblication night.

Bloomsbury also prepared a speci;l package for inde-pendent bookshops. A Harry Pofter publication party päck

{containin g lightnidg tarto'os, bsökrfl srki, posters, T-shirts,Sertie Bott's Ereqy-Fiavour Beans and a retaiters partyptanner) was created exelusively for independent book-

shops ;n the UK and lreland.Bloornsbury encouraged and pmmoted the orgäniz-

ütion of book stores'events through its w€biite" Differentparties and surprises were organired across Europe to coin-.ide with the tauneh of the boolc Many European

bookshops were opened at the witching hcur slr Säturday16 Juty and some of them even hosted midnight parties tocelebrate the taunch. In Austria, Britain, gulgaria, Jreland,

the Nethedands and Sweden parties start€d before mid-night aad ended lvhen the baok officialty went on sate.

ln Romania an entire strcet was closed for kidr andpärents to celebrate the re{eäse of the book with stsnd-ups, thestre, puppet ptays, cont6sts, wirard nibbles to ertand rnagic pot;ons to drinlc In France, flogurarts (Harry'sschooli hymns were sung, accompanied by book stores'pianists, and there were fizry drinks before the book waslaunched. Costume parties were held and the best-dressed

charaeters fr*m the reaha of Harry Potter wcn free copiesof the boak. In Hungary, they kept it Eritish: English foodaild pumFkin juice was srrved. ln 6ermany. they veeilt tobed before midnight on the 1sth and had an early surt orithe 16th with'Harry potter's breakfast'being served from5 am.

Hype, hysteria and marketing bliss are all potentingredients in the spell Härry Patter has cast in the pub-

tishing industry, And the magic does not end there,Atthough J. K" Rowting h*s insicted that there will be only

geven books in the Hany Potter series, one for each yearHarry spends at Hogwarts School" the brand will con-tinue, to som€ extent, for decades to come. There is oneHany Potter movie for each book launch, which offerslucrative üppsrtunities for spin-off merchandising, ,{tWamer Brothers' official website, fans can buy ctothing,houoeware, tü}.s, games and collectibles with just onemägie click of the moule. Iurthermorg there ar€ alwäys

the leather-bound special editions with gold trirn tooccupy their deserved ptaces on bookshe{ves, coffeetabtes and chitdren's bedride lockers.



Philip Dackweiler <[email protected]*. Ingen del af nogen tng mä reproduceres eller gengives pä nogen mäde uden udgiverens forudgäende tilladelse. Brug (udover kvalificeret og rimelig anvendelse), som er ulovlig eller ovedrader servicevilkärene, er forbudt. De personer, der loretager en sädan overtredelse, vil bliveretsforfulgt, i det omfang loven tillader det.Kein Teil eines Buchs darf ohne die vorherige Zustimmung des Verlags kopiert oder übertragen werden, garu gleich, mitwelchen Mitteln dies geschieht. Eine andere Verwendung a1s die gesetzlich oder in den Servicebedingungen festgelegte Verwendung ist verboten. BeiZuwiderhandlung werden gerichtliche Schdtte eingeleitet.

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,f*t"li Case 5tudies in tn{ernäti"nat Marketing Management

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Evaluate the diff€rent types of sales pmmotion used by Eloolnsbury and retaiters in the launeh of Hany 6.\,Vhatwere the key objectives behind these promotional activities?

What are th€ main objectives of public relations a{tivities appticabte in this case? Whet publicity strätegies wereused by J. K. Rslvting and Eloomsbury to get media coverege?

ldentify two different uses of sponsorship as ä prornotional, tool itx the ease st*dy.

What product ptacements would you expect to find in a Harry Potter movie? What would be the advantages anddisadvantages of such a strategy?

fhk casP ,w3 written by l,uciana l"olkh, Lrrt$rcr in Merkgtirry, Duölin Suriacrr Sci aöL. CdFyrtght & Luci*n Lotich (ffi'l .

Ftre nrai€rjil rn täe cäre l?si te€n drär{t fmn a varic$t ofpuä{isftedgoureec.

case 3, jk rowling

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