strategic management - mf2001 - application on marketing strategy
DESCRIPTION
TRANSCRIPT
Prospects for the next decade
Weak global growth
Pressure from Overcapacity Persistently high unemployment
a greatly expanded role for government
Costlier capitalVolatility in the financial markets
A much larger burden of regulation and taxation for all
ความไม�แน่�น่อน่
Key question:
Key Objective
Key Objective: Marketing Strategy to Launch new products
Adoption curve over time
mass marketing
Earned loyalty customers
Product: Animated Movies
Target Group: Animated Movies Lovers
Part IActive Influences
“Gave away handcraft boxes
to Bloggers”
Part IIMass intrigue
“Took the campaign to the
real world”
Part IIIBroad Awareness
“Traditional movies
marketing”
Part IV
Success
“Twice earning of the projected figures for the first opening
weekend”
Earned loyalty customers
http://videolog.tv/453697
Challenge:
“How do you reinvent the way you’re marketing films?
Strategic Answer:
“Created a campaign that let the public experience the movie’s story in its world way beyond the film itself.”
Part I
Active Influences
“Gave away handcraft boxes
to Bloggers”
50 one-of-a-kind Boxes
Part II
Mass intrigue
“Took the campaign to the
real world”
Main purpose was to drive
people to the website and learn more
Hidden Skeleton Keys Creepy Inflatable Characters
Interactive Store Fronts Nike Limited Edition
Part III
Broad Awareness
“Traditional movies
marketing”
Blog NewspaperMovie Trailer
BannersSidewalk Posters
Coraline Trailer
http://www.youtube.com/watch?v=oht7o7PUrag
Part IV
Success
“Twice earning of the projected figures for the first opening
weekend”
Projected : $ 9 Million USD for the opening weekend
Actual : $ 16.8 Million USD
Rank: 3rd in top 10 of successful stop motion animation
Rank Title Worldwide gross Year
1 Chicken Run $224,834,564 2000
2 Wallace & Gromit: The Curse of the Were-Rabbit $192,610,372 2005
3 Coraline $124,596,398 2009
4 The Pirates! Band of Misfits $121,637,375 2012
5 Corpse Bride $117,195,061 2005
6 ParaNorman $107,139,399 2012
7 Frankenweenie $81,491,068 2012
8 The Nightmare Before Christmas $75,082,668 1993
9 Fantastic Mr. Fox $46,471,023 2009
10 James and the Giant Peach $37,734,758 1996
Top 10
highest-grossing films in the stop motion technique.
http://en.wikipedia.org/
What vs. Why
http://www.youtube.com/watch?v=OAlyHUWjNjE
Presidency Election Campaign for Barack Obama Feb 24, 2004
To achieve the goal, we are to ….
เพื่� อที่� จะชน่ะการเลื�อกตั้��งประธาน่ธ�บดี�สหร�ฐอเมร�กาใน่ขณะน่��น่ ส� งที่� Barack Obama ตั้%องที่&าก'ค�อ
“ ” “การเปลื� ยน่ความค�ดีของ คน่แก�ห�วดี��อ เช� อสายย�วใน่ร�ฐฟลือร�ดีา โดีย” หลืาน่ๆ ของพื่วกเขาเหลื�าน่��น่เอง
http://www.youtube.com/watch?v=-c3ImbC2BBk
Morethanmedication.ca Feb 24, 2009
TOOLS
Finding insights from asking lots of questions