Justine dela Rosa

Emily Gilhooly

Jordan Robinson

Kristyne Robles

Vanesa Sanchez

Where your marketing dream becomes reality.™

Company Background and Brand Name★ Walt Disney Company = leader in family

entertainment and media for 90+ years

★ Disney is one of the most famous names in the animation industry

★ Cinderella is a classic, beloved tale

★ Numerous adaptations show how much this story has resonated with consumers

Competitive Analysis★ SpongeBob: Sponge Out of Water

DVD release = June 2015

★ Also targeted at young children ages 5-14 years old

★ Alternatives to buying DVDs:○ Digital copy○ Purchasing DVD used○ Pirating

Target MarketsNational market: United States

Primary target demographic:★ Children ages 5-14

Secondary target demographics:★ Young adults ages 18-25★ Parents ages 25-55★ Grandparents ages 55+

Objectives★ Make $2 million from DVD/Blu-ray nationally within the first week of release.

★ Make $3.5 million from Special Edition Sets within the first three months of release.

★ Make $500,000 from DVD/Blu-ray sets via TOMS coupons

★ Increase sales of Cinderella merchandise by 20% during the promotional period.

★ Increase exposure of our partners (Coke, Kelloggs, Target, MAC, and Macy’s) within the

three months of release.

★ Raise $3 Million for KidPower within the three months of release.

Packaging★ Digital Download - $14.99

○ Digital file; no special features

★ DVD - $19.99○ 1 disc with special features

★ Blu-ray Combo Pack - $24.99○ 3 discs with special features

★ Target Exclusive Exclusive Edition - $24.99○ 3 discs; special features not seen in the normal 3 pack

★ Collector’s Edition 3-Disc Blu-ray Combo Pack - $25.99○ 3 discs; all special features available, alternative art cover, poster

Packaging

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Blu-ray and Target Exclusive Blu-ray DVD Version Special Edition Blu-ray

In-Package Coupons★ Coupons will include offers relating to our various partners:

○ 20% off next Target purchase○ Save $1.00 off any two boxes of Kellogg’s Fruit Flavored Snacks○ $1.00 off when you buy any two 20 packs of Coke product○ 20% off next Macy’s purchase○ 25% off all Cinderella merchandise at Disney Store

TV and Radio Advertising★ Utilize all Disney and ABC owned stations★ Air advertisements starting 1 month before DVD release date ★ Winners of Perfect Fit Sweepstakes will be announced first via Radio Disney★ Partners will have opportunities to gain exposure on Disney owned

channels

Channels include:★ Disney-ABC TV Local Channels★ A&E Network★ ABC Family★ Disney Channel★ Disney Junior★ Disney XD

Print Media★ Local and national publications★ Billboards near major cities and busy

highways

Publications include:★ Los Angeles Times (13m)★ New York Times (40m)★ Disney FamilyFun Magazine (6m)★ Parents Magazine (2m)

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Online★ Youtube and HULU ads

★ Youtube main page takeover

★ Regular content on Cinderella’s existing Facebook, Twitter and Instagram accounts

★ #CinderellaDVD

Online - Instagram

Online - Facebook

Online★ Cinderella

advertisement will take over main page of Disney Store website

Sweepstakes

Gaming:★ 200 million registered users.

★ Designed for players ages 6-14

★ Special edition of Cinderella’s Evening Ball will be available on DVD release date

★ Special Cinderella theme costumes will be available for gaming characters

Gaming

Partners

Event: ‘Cinderella’s Ball of Dreams’★ August 1 and 2; weekend before release

★ Special ticket for entry: $60 per ticket, DVD coupon, food and beverage included

★ Cinderella will be excited to interact with her guests. Attendees are encouraged to dress up.

★ Cinderella score will play on Disneyland speakers

★ Our partners will have displays

Disney Store: Castle Takeover★ All Disney stores will have a Cinderella castle in an area for

kids to watch the movie during the first week of DVD release

★ Glass slipper keychain with every DVD purchase

MAC Cosmetics Product Line: Cinderella ★ Limited edition Cinderella line of makeup

★ MAC employees will be trained to create Cinderella makeup looks

★ Instagram hashtag #CinderellaMAC will be prominently displayed throughout the store

★ One winner will be randomly chosen from the hashtag promotion for $200 MAC gift card

Macy’s: “If the Shoe Fits” Display★ Foot-in-the-shoe pop up display will be placed in the shoe department

★ People are encouraged to interact with the display, take pictures, and post on social media

★ Target both our primary target market and secondary markets

★ Invitations will first be sent to Macy’s target customers via Macy’s email database to create an exclusive feel towards the promotion

Target: Castle Section Display★ Bring Cinderella experience inside Target stores

★ Sectional display of Cinderella castle with “love yourself” motion detected mirror inside

★ Cinderella DVDs, Blu-rays, and merchandise will surround the castle to promote sales of Cinderella-related products You are beautiful!

TOMS: Be a Fairy Godmother to a child in need.★ Appeal to secondary audience of young adults: “One for One” TOMS promise

★ Limited edition Cinderella TOMS shoe with the thematic quote: “Have courage and be kind.”

★ Shoes and resources to people in countries of need with TOMS unit sales

★ Cinderella DVD coupon inside packaging: increase TOMS sales and DVD awareness

★ International nonprofit leader dedicated to empowering children, as Cinderella was empowered in the movie.

★ Specializes in bullying prevention and abuse prevention

★ Since 1989, KidPower has protected over 3 million children, teens, and adults. Many of them are those who were victims of bullying, violence, and abuse.

★ 5% of Cinderella DVD sales will go to Kidpower.

BudgetCategory Amount

Billboards $700,000

Print Media $90,000

TV+Radio $150,000

Sweepstakes $10,000

Online Gaming $25,000

Online Media $600,000

“Ball of Dreams” $800,000

TOTAL $2,375,000

Based on similar DVD/Blu Ray releases, we estimate at least $80 million in revenue.

Advertising Calendar Date Events

July 3 Begin sweepstakes & advertising on Radio Disney, Print and Social Media. Sponsors may begin using Cinderella characters in advertisements.

August 1 POP displays will be put into stores

August 1-4 DVD launch Party at Disneyland with special ticket. Special edition merchandise will be handed out.

August 4 DVD/ Blu-ray Release, Television/Radio spots switch to “Now available on Disney DVD/Blu-Ray”

Advertising Calendar Date Event

September 8 Sweepstakes ends and advertisements end.

September 13 Sweepstakes winners will be announced

October 25 DVD/Blu Ray advertisements will stop

October 30 Partner advertisements to end, unless otherwise agreed upon.