FLYIN’HIGH MARKETING

PLANTeam Lakupiippu

PRODUCT DEFINITIONWorking Title: Flyin’ High

Genre: Gangster/Drama

Synopsis: The Story is about four college students who are forced in to the drug trade and must transport the drugs across the country. The story follows the teenagers journey through the highs and lows while doing this dangerous job.

MARKET SUMMARYMarket is currently small and niche.

Film: “Fast Five”

The Film is targeting a global market. The main countries it is targeting the US and the UK.

Part of a series. “Fast and Furious”

COMPETITIONThrough research we discovered Three main

Competitors.Two of the Competitors are past films. The films

are “Havoc (2005)” and “The Business (2009)”Our Recent, and our most competitive competitor

is“Fast Five (2011)

Fast Five

Weaknesses – Fast Five has lost originality. It is the Fifth film in the “Fast and Furious Film”

Strengths – They are already an established brand with a following.

POSITIONING Our Film will be screened in the United

Kingdom

The film can be purchased on American Websites such as Amazon, iTunes and Play.com.

Advertisements will be placed in the United Kingdom.

Merchandising will available in the United Kingdom.

PACKAGING & FULFILMENTDVD

PACKAGING & FULFULMENTUSPThe characters are represented differently

to modern society.

PRICINGOur main pricing technique is: Price

SkimmingWe will enter the market at around £7.99,

put it up to £12.99 and then decrease it for Christmas (allowing us to use terms as 20% off).

Cinema prices will be the average cinema prices at around £5.99. Tickets will vary depending on the Cinema.

COMMUNICATION STRATEGIES Target audience is C2, D, E – meaning that

one of our main audiences will be students aged 16 – 25 years old.

Students use public transport to get from A to B, meaning we will target them by advertising on public transport such as Buses.

TV Trailers on Channel 4 (main channel for TA)

Posters placed strategically in places our TA goes, such as around Parks, city centres, usual meeting places.

PUBLIC RELATIONS Our main strategy will be for the

director to appear on talk shows and morning TV shows (to target our target audience).

We would be starting this phase of our marketing on Friday Night with Jonathon Ross and Breakfast, as well as Daybreak.

PUBLIC RELATIONS

ADVERTISINGFor our main advertising campaign, we

will be using different types of advertising:

Print Adverts (Film Posters) Radio Adverts TV Adverts (Only on British TV)

TV AD

PRINT ADFilm reviews entice target audience and persuade them to believe the film is good,

Items within the poster show different themes of our film, hinting what its about.

Shows award, to also persuade the target audience that the film is good enough to receive an award.

Logo of the film is shown at the bottom so the target audience see what the film is about, and lets them see the logo last, allowing it to stay in their head for longer.

TEASER POSTERS

RADIO AD

OTHER PROMOTIONWe will be releasing a range of merchandise with our film. This will allow us further to increase success on breaking even, and possibly creating a profit.

MARKETING BUDGET

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Radio

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Mercha

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1,000

2,000

3,000

4,000

5,000

6,000

7,000Price

Price

Total marketing budget: £25,000(£4375 held back for contingency reasons)

BUDGET CONTINGENCY Due to reasons which may occur, we

have opted to create a backup supply of money, just in case if anything went wrong

£4375 -> Back Up Money

Will not be touched.

LAUNCH STRATEGIESLaunch PlanTeaser Poster and Trailer will continue for first four months. Main

trailers and posters as well as main promotions out, followed by Promotion from Chat show. Afterwards, we will release the film in the cinemas at the same time as merchandise, allowing the DVD to be released in time for christmas.

DISTRIBUTION For Distribution, we plan to release to

cinemas all around UK. After two months we shall be distributing the film onto a DVD, selling it to media companies such as HMV.

Along with this, we will also be distributing the film on the internet, on websites such as iTunes and Amazon, this way it allows us to create further income from international markets such as US.

SUCCESS METRICSOur main goals for the first year is to

succeed with our film, trying to gain a net profit from our core advertising and marketing strategies.

Second year is to offer the DVD at discount prices (Price Skimming), allowing those who haven't seen it to already see it.

We believe that the margin for success is huge, due to our techniques on targeting our market.

In order to be a success, we would need to break-even in the first year.

OUR PLAN TO BREAK EVENFirst YearMarketing Budget: £25,000Average Price per DVD: £7.99________________________________________3128 Units to sell in order to break-even

based on marketing budget.________________________________________

Easy target to reach, however need to focus in breaking even.

OUR PLAN TO BREAK EVENSecond YearFor the second year, we’re looking for our

units to decline by 50% in numbers sold.

Average Price per DVD: £5.99Target Units Sold: 1500________________________________________Net profit for Second Year: £8985________________________________________

Thank you for your time. We will now take any questions you may have.