strategic management - mf2001 - application on marketing strategy

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Page 1: Strategic Management - MF2001 - Application on Marketing Strategy
Page 2: Strategic Management - MF2001 - Application on Marketing Strategy

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

Page 3: Strategic Management - MF2001 - Application on Marketing Strategy

ความไม�แน่�น่อน่

Page 4: Strategic Management - MF2001 - Application on Marketing Strategy

Key question:

Page 5: Strategic Management - MF2001 - Application on Marketing Strategy

Key Objective

Page 6: Strategic Management - MF2001 - Application on Marketing Strategy

Key Objective: Marketing Strategy to Launch new products

Adoption curve over time

mass marketing

Earned loyalty customers

Page 7: Strategic Management - MF2001 - Application on Marketing Strategy

Product: Animated Movies

Target Group: Animated Movies Lovers

Page 8: Strategic Management - MF2001 - Application on Marketing Strategy

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

Page 9: Strategic Management - MF2001 - Application on Marketing Strategy

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.”

Page 10: Strategic Management - MF2001 - Application on Marketing Strategy
Page 11: Strategic Management - MF2001 - Application on Marketing Strategy

Part I

Active Influences

“Gave away handcraft boxes

to Bloggers”

50 one-of-a-kind Boxes

Page 12: Strategic Management - MF2001 - Application on Marketing Strategy

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

Page 13: Strategic Management - MF2001 - Application on Marketing Strategy

Part III

Broad Awareness

“Traditional movies

marketing”

Blog NewspaperMovie Trailer

BannersSidewalk Posters

Page 15: Strategic Management - MF2001 - Application on Marketing Strategy

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

Page 16: Strategic Management - MF2001 - Application on Marketing Strategy

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/

Page 17: Strategic Management - MF2001 - Application on Marketing Strategy
Page 18: Strategic Management - MF2001 - Application on Marketing Strategy

What vs. Why

Page 19: Strategic Management - MF2001 - Application on Marketing Strategy
Page 20: Strategic Management - MF2001 - Application on Marketing Strategy

http://www.youtube.com/watch?v=OAlyHUWjNjE

Presidency Election Campaign for Barack Obama Feb 24, 2004

Page 21: Strategic Management - MF2001 - Application on Marketing Strategy

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

Page 22: Strategic Management - MF2001 - Application on Marketing Strategy

http://www.youtube.com/watch?v=-c3ImbC2BBk

Morethanmedication.ca Feb 24, 2009

Page 23: Strategic Management - MF2001 - Application on Marketing Strategy

TOOLS

Finding insights from asking lots of questions