...9-597-002 REV: JANUARY 8, 2002 SUSAN FOURNIER ROBERT J. DOLAN Launching the BMW Z3 Roadster January 1996 marked the beginning of Phase II of BMW of North America Inc.’s Z3 roadster introduction. Phase I had centered on the placement of the new $28,750 two-seat convertible in the James Bond hit movie, GoldenEye, which premiered several months earlier. While not yet critically evaluated, results of the “out-of-the-box” pre-launch campaign appeared very positive: word-ofmouth concerning the Z3 and the James Bond cross-promotion were favorable, and product orders far exceeded BMW’s initial expectations. The challenge now was to design a marketing program that would sustain product excitement until dealer product availability beginning in March. Phase II planning had to be undertaken within the context of other important events in the BMW product family: (1) the April launch of the redesigned 5-Series; and (2) the company’s role as “official international automotive sponsor” of the 1996 Atlanta Summer Games, which would begin in earnest with the Olympic Torch Relay 5-Series event in June. While these other elements of the BMW product family clearly impacted the Z3, the marketing approach and ultimate results for the Z3 would influence the whole BMW operation in the United States. Dr. Helmut Panke, Chairman and CEO of BMW (U.S.) Holding Corp. since 1993, noted that the Z3 was destined to be “the first BMW not made by mythical little creatures in the Bavarian woods. This car...
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...CINEPLEX ENTERTAINMENT : THE LOYALTY PROGRAM CASE SUMMARY Sarah Lewthwaite, Marketing Director for Cineplex Entertainment was asked to resume the development of a loyalty program, following the recent issue mentioning the inconsistent revenue to be achieved each year. The CEO wanted to increase and stabilize the revenue, Lewthwaite was expected to present her recommendation to the Loyalty Steering Committee in regards with the program development, the reward structure, and the type of promotional campaign considered most effective under the existing budget constraints. Another question was that Lewthwaite should consider deeply whether to launch the program regionally or nationally. Founded in 1979 as a movie theatre company, its mission since the very beginning was focused in offering an exceptional entertainment experience towards movie-goers. Thus, the customers could enjoy the experience of having meal oi snack ar various branded concession counters or, playing in the arcade. Following the growth as it grew substantially, Cineplex faced variable attendance level depending on the crop of new movies. The rating of Revenue Per Guest (RPG) that is utilized as a prime measurement towards Cineplex’s achievement fluctuated in accordance with the film genre presented. As the executives found out, the audiences for action-themed and children’s movies purchased a high volume of concession items which typically resulted higher RPG than dramas. From the pattern discovered, they were...
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...Netflix Video Game Streaming Name MKT/421 Date Instructor Name Netflix Video Game Streaming Marketing Plan: Phase I Trying to introduce a new product or service into an already well-established industry can be an intimidating, yet profitable idea. Take Netflix and the media rental industry as an example. In 1997, Netflix made their debut into the online media rental industry (Netflix, 2013). About 10 years later, their flat rate monthly rental fees, their stellar DVD-by-mail service, and their streaming media options had turned Netflix into a media rental powerhouse. However, video games are one aspect of media rental and streaming that the company has consistently steered clear of. To demonstrate that Netflix could (and perhaps should) offer video game rental and streaming options as their next step for growth, a marketing plan can be established. This marketing plan should include: an overview of the Netflix organization; a description of the proposed video game services; an explanation of the significance of this new service to Netflix; a SWOTT (strengths, weaknesses, opportunities, threats and trends) analysis of this service; and the marketing research approach and strategy that would be used to implement video games into Netflix’s service lineup. Organization overview. Established in 1997, Reed Hastings and Marc Randolph founded Netflix with one goal; to revolutionize the way people enjoyed entertainment (Netflix, 2013). At its inception, Netflix was a membership-based...
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...COMPOSING A MARKETING PLAN COMPONENTS OF A MARKETING PLAN Executive Summary Movie 24-7 is going to be a television channel that will broadcast Hollywood Movies of all categories including Action, Drama, and Comedy. We have chosen to be a Hollywood movie channel as there is the large market that we can cater because of the ever increasing interest and demand for English films among the youngsters. Movie 24-7 will play movies at the request of its viewers. It will be available on most cable and satellite providers at no additional cost to subscribers of Movie 24-7. We wanted to stick to a topic that would come to no one's mind quickly thus leading us to have a unique problem and this is how we decided on to launch new movie channel in Pakistan. The project will be focusing on the marketing strategies of the 24 – hour Movie Channel i.e. Movie 24-7. It will also be discussing strategies adopted by Movie 24-7 on entering the market of general entertainment space. Moreover, we will discuss the key aspects of the marketing plan and the environmental analysis. Along with this, the project will also talk about marketing and the marketing mix strategies adopted by Movie 24-7 and we will further suggest competitive strategies to remain in the same genre. 1. SYNOPSIS: Introduction: Today we live in a capitalist economy where each one of us is busy in our corporate worlds. Either you are a clerk, software engineer, businessman or CEO of a company...
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...underlying a successful global launch for Espoir is the mixed reactions to a global campaign. Mazur head of Eastern Europe marketing wasn’t thrilled by the idea at all, while Dubois head of Europe marketing supportive about a global launch surround the upcoming Diana’s she Devils sequel movie seeing as thought rival competitor Revlon used the same strategy in the James Bond film, Die Another Day. Lastly Narayan head of South Asia marketing was willing to give it a shot due to the growth in India that was mentioned with sightings of Espoir products in smaller retail stores. The success of a Global launch is going to heavily factored in by the commitment and willingness of the regional marketing heads if it has a chance to succeed everyone will be required to be on the same page and comply with Natasha and her team. Each region is unique in its own way. Eastern European culture is a lot different than Southern Asian culture as Mazur pointed out what works in India might not work in Eastern Europe, him being the regional marketing head there he would know what works best in said market. Cosmetic Differences will play a big factor in the struggle of a global campaign as well as Narayan mentioned the younger girls will want to be “with it” as far as the latest colors and trends. As well as the idea of the campaign catching on to some areas but not reaching across the entire region, as Narayan pointed out to Natasha she’s lived in the U.S. for over a year yet she is drinking tea instead...
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...Blockbuster vs. Netflix Introduction Blockbuster opened in 1985 and in its “first 20 years of business, the movie rental giant opened 9.100 stores in 25 countries” (Laudon, 2007, p. 121). Netflix launched in 1998 using a new business model and became Blockbusters biggest threat. The paradigm shift in the rental industry from having to travel to a store and rent a movie to being able to have a movie delivered to your mailbox changed the way people think about media entertainment. The next shift will be having the technology to download movies and shows directly to a television. Analysis Blockbuster and Netflix are using two different information system strategies. Blockbuster, which is a traditional retail store with a physical location focused on creating a market niche. It used “an automated point-of-sale system” and was able to use “these data to monitor sales and to analyze the demographics, and rental and sales patterns for each store to improve its marketing decisions” (Laudon, 2007, p. 121). Netflix came onto the scene with a completely different strategy, product differentiation. Emphasizing convenience, they created a system to allow consumers to order movies sent to their customers homes and returned on the individual’s time schedule. Netflix was able to use mass customization and give consumers an individually tailored service without increasing the needed resources. Using the Business Value Chain Model, Netflix has used information technology on almost...
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...The film is set in Coalwood, West Virginia in the year 1957. The coal mine is the town's largest employer and almost every man living in the town works in the mines. John Hick, the mine superintendent, loves his job and hopes that his boys, Jim and Homer, will one day join him in his mine (“Plot”). When it appears that Jim will receive a football scholarship to attend college, this leaves Homer to fulfill his father's dream, although his mother, Elsie, hopes for more for her son. In October, news of the Soviet Union's rocket launch of Sputnik 1 reaches Coalwood (“Plot”). As the townspeople gather outside the night of the broadcast, they see the satellite orbit across the sky. Filled with awe and a belief that this may be his chance out of Coalwood,...
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...[pic] Movie Company Business Structure Case Study Analysis [pic] Leopoldo Vendramin ADVANCED BUSINESS STRUCTURES Special thanks to Mr. Peter Butters Academic Year 2010/2011- Term I The movie company considered for this analysis, has recently acquired one of the major comic company of the world, the “Comedy Factory”. Is therefore being developed a business strategy, that serves to clarify the organizational structure at global level. The investment made, then as purpose, growth and expansion throughout the world, trying to revive the comic book characters (hidden for too long) and trying to exploit the licensing of the former company, implementing a new strategic plan of marketing and distribution of merchandise. As in the past, when Disney acquired Marvel, the CEO of Disney, Robert Iger said: “This treasure find of over 5,000 characters offers Disney the ability to do what we do best." (Robert Iger, 2009). The organizational structure of a multinational company, requires a detailed treatment of the management and executive system. Therefore be able to build within a specific operating system, which limits the costs of each department to avoid the risk of confusing the various tasks. The acquisition of Comedy Factory, leader in the field of comics, will help the movie company to implement and develop new projects in the film industry, entertainment and merchandise. “What I love about DC is that we're not a one-note business...
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...New Product Launch Marketing Plan, Part III MKT/571 New Product Launch Marketing Plan, Part III Introduction Disney’s Frozen products are in the final phase of being launched into theme parks including the upcoming Disneyland in China as well as on its retail industry. When launching a new product a number of factors must be taken into consideration, such as financial considerations, marketing communication, intended marketing objectives for Year 1, Year 2 and Year 3 as well as other factors. Disney’s Frozen products are being launched into a highly competitive industry, thus it is important to use proper marketing strategies to have a successful product launch. Executive Summary Disney will launch the Frozen product line in Shanghai, China and Orlando, Florida. Due to the success of the Disney animated movie, Frozen; children have demanded Frozen themed merchandise. The merchandise will include tee shirts, stuffed animals, costumes, dolls, and soundtracks. These items are popular with children and sell consistently. Disney stores have a difficult time keeping up with consumer’s demands. Consumers are waiting in long lines and willing to pay double the cost to purchase the Frozen merchandise. Mattel has sold more than $100 million worth of Frozen toys (Age, 2014). Situational Analysis In Florida, Disney’s competitors are Universal Studios, Sea World and Six Flags. These competitors provide some of the same services to consumers. However, only Disney has the Frozen...
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...Major Competitors | 5 | 3 | Market Share | 6 | 44.14.24.3 | Comparative Study ON SCALE OF 7 P’sPVRBig CinemasINOX | 71113 | 55.15.25.3 | Competitive AdvantagePVRBig CinemasINOX | 141515 | 6 | Recommendations | 15 | 1. INTORODUCTION Priya Exhibitors Pvt. Ltd is a part of the diversified Bijli Group, which has interests in transport, finance and construction sectors all over India. After a downturn in the industry in late 80s when the onslaught of video wars as at its peak cinema rejuvenated with the latest international trends in cinema exhibition reached India’s shores swiftly with the arrival of satellite TV. The capitals cosmopolitan audience was becoming increasingly aware of the advanced cinematic technology that enhances the movie going experience and this had whetted their appetite for watching movies on the “big screen“. To cater to the increasingly sophisticated tastes of the audience Priya exhibitor Pvt. Ltd. totally refurbished the existing cinema in June 1991...
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...hand he wanted to expand worldwide the business throughout the launch of a global film distribution network in the United states, the United Kingdom, the Middle east and Mauritius . In order to sustain the ambitious project of the firm they were looking for strategic investors that could boost the expansion in new countries . The principal global aim of the company might be to improve growth thanks to the 25 million non-resident Indians that pulled demand for Indian content, thus Indian channels were telecast and movies were distributed abroad. At that time the first opportunity of the firm was given by the possibility to establish a partnership that could give to the company an edge to expand itself all over the world. Even though UTV had this important opportunity it should not underestimate the possibility of future growth given by the local market, in fact that market is considered one of the most important from a growth perspective. Again the company had to balance the possibility of expansion in foreign market between the chance of enlarging the base of UTV thinking, for example, to an acquisition of other local companies. In 2006 the firm was put in front of important decision, UTV was evaluating the proposal for an alliance with The Walt Disney Company that proposed to acquire Hungama TV and made a significant investment in UTV(14,9%), this offer signed a turning point for UTV that had to choose the best...
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...to the public for the first time. Our team will be presenting a description of Sony’s new product and explain the features that will change your PlayStation experience. We will also discuss Sony’s marketing strategy and how they will change in the near future as the launch progresses. Then we will unveil the packaging and how it will impact the products value as well as Sony’s pricing strategy and how they priced the product for launch. Finally we will review the channels of distribution and why Sony chose these partners to distribute their new product. PlayStation TV is about to change your PlayStation Vita, PSP, and PS4 experience so get ready! Product Description The PlayStation TV has many features available to the avid gamer. The most sought after feature is the streaming service and the remote play. Many however, do not know what remote play is. Remote Play is a feature that lets the PlayStation TV operate a PS4 system via a wired or wireless connection (Sony PlayStation, 2014). This gives the player the ability to play most PS4 games away from the PS4 system on their PlayStation TV in another room in their household (Sony PlayStation, 2014). The PS4 system can connect to the PlayStation TV in a two different ways. The PS4 system Link app on the PlayStation TV will pick the connection method best suited to your current situation (Sony PlayStation, 2014). Using the PlayStation 4 console as a wireless access point provide the best Remote Play experience. This...
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...position very quickly with the PlayStation. With PlayStation 2 we have more than 110 million gamers and consumers enjoying the PlayStation 2 on a worldwide basis. And I think we have a very loyal following for the PlayStation family of products. So with the PlayStation 3, I believe that we are going to be able to quickly take the leadership position once again and maintain that position for a very long time. — Kaz Hirai, President and CEO, Sony Computer Entertainment of America, November 17 20061 It was a picture that was reminiscent of the launch of the original PlayStation nearly a dozen years before. Some eager customers had arrived as early as 6am and from as far as New Jersey to a video game store in Manhattan with the hope of purchasing one of the newest and most sought after video game consoles. By 9am, the number of customers waiting for entrance to the store exceeded 100 and the line extended down the block. One customer in line had been searching stores across the region for two weeks in order to find a console for her brother’s twenty-fifth birthday. A twelve-year-old and his grandmother were visiting their third store in search of the new console. “I just hate what you have to do just to get one,” the boy said.2 In one sense, long lines and sold-out stores were typical at the beginning of each new generation of video game consoles. What made the scene outside of the video game store in Manhattan quite surprising, though, was that the hopeful customers were...
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...creativity. They continue to update their theme parks, movies, and merchandise to keep up with the current trends. Walt Disney said it best “Disneyland will never be complete, as long as there is imagination left in the world”. Walt Disney Company has five business segments: Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products and Interactive Media. Media Networks Economic Trends Current trends in television viewing include mobile video viewing, online video viewing, diversity in sports viewership, and increased in spending on television advertising. The media research group Nielsen has found that Americans between the ages of 12-34 are actually spending less time in front of the television than in years past, as opposed to those older than 35 who are spending more time in front of the screen (Watch, 2012). Consumers’ appetite for media continues to grow. New and enhanced technologies only fuel the demand for video content. The average American watched 34 hours 39 minutes of TV per week in Q4 2010, a year-over-year increase of two minutes. (Nielsen, 2011). 143.9 million Americans viewed video online in January 2011, spending an average of 4 hours 39 minutes viewing video online. In Q4 2010, 301 million Americans used a mobile phone; 24.7 million mobile subscribers watched video on a mobile phone, a 41% increase from last year. The growing popularity of mobile video is due, in part, to the rapid adoption of media-friendly mobile devices, including smart phones...
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...the current CEO, Reed Hastings alongside software executive, Mark Randolph. They are the world’s leading internet television network with over 57 million members in nearly 50 countries enjoying more than two billion hours of TV shows and movies per month, including original series, documentaries and feature films. Members can watch as much as they want, anytime, anywhere, on nearly any internet-connected screen. Additionally members can play, pause and resume watching, all without commercials or commitments. The company was originally only a DVD--by--mail service in which the customer paid for a certain level of membership that determined how many DVD’s could be rented at one time. DVD’s were mailed to the customer and then returned by the customer when they were done watching. After a couple years in business, the company began including streaming services along with this. The goal here was to reduce costs by trying to get the subscribers to switch to streaming, which would reduce the costs incurred for postage and shipping with the mailed DVDs. By 2009, Netflix was offering a collection of 100,000 titles on DVD and had surpassed 10 million subscribers. Strategic Challenges and Analysis: Hastings developed a strategy which made Netflix the largest online subscription service for streaming entertainment in the world. Netflix’s strategy includes the following: * Providing customers with a wide selection of DVD titles to view. * Continually acquiring new content...
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