1 / 18

Ryan Dorn & Jeff Bailey

This presentation analyzes Disney's challenges in marketing live-action films, with a focus on consumer behavior and perceptions. It delves into the marketing problem by exploring consumer analysis, brand image, and involvement levels. Key recommendations include leveraging recognizable actors, addressing consumer risks, enhancing marketing strategies before film releases, and optimizing promotional channels. Findings aim to guide Disney in improving consumer interactions and enhancing brand loyalty for its cinematic offerings.

lamar-james
Télécharger la présentation

Ryan Dorn & Jeff Bailey

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Ryan Dorn & Jeff Bailey

  2. Overview of Presentation • Background • Marketing Problem • Consumer Analysis • Consumer Behavior • Recommendations

  3. History

  4. John Carter

  5. Pirates of the Caribbean: Curse of the Black Pearl Trailer

  6. John Carter Trailer

  7. Recognize These? $1,024,300,000 $1,063,200,000 $1,043,900,000

  8. Here’s Why 1995 2003 1951

  9. Disney’s Production Strategy

  10. Consumer Analysis • Methodology • Measurement

  11. Summary of Findings

  12. Summary of Findings

  13. Consumer Behavior • Level of Involvement • Consumer Innovation • Brand Image • Family Branding • Consumer Perception of Risk • Reinforcement Learning • Expert and Consumer Norms

  14. Recommendations: Product • Brand Image • Family Branding • Inclusion of recognizable actors and actresses • Quality • Consumer perception of live action films • Consumer orientation

  15. Recommendations: Price • Consumer Perception of Risk • Identifying innovators and rewarding them • Less focus on 3D and IMAX

  16. Recommendations: Promotion • Reinforcement Learning • Level of Involvement • Marketing before film • Marketing to critics • Word of Mouth

  17. Recommendations: Place • Consumer and Expert Norms • Level of Involvement • Importance of critics • Where Disney markets to • Strategic planning of marketing to involvement levels

  18. Questions?

More Related