Upload
chad-gildersleeve
View
500
Download
1
Embed Size (px)
Citation preview
CJ AftergutTi Chen Chad GildersleeveAryn MartinAnna Smith Shelby Trinca
Looking Back at Marvel• Founded 1939• Martin Goodman• Comic books/Marvel
Universe• 2008 – Near Bankruptcy • 2009 – Walt Disney
Company
MediaComics Licensin
g
Marvel Entertainment, LLC Today
An Entertainment Industry Leader
Company Analysis
Industry Analysis
Opportunities
Plan
Financials
Future
Overview
“To be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of
brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”
Mission Statement
Customer Satisfaction
Brand Preference
Growing Fan Base
Worldwide Recognition
Our Company
52%48%
Gender Demographics of Moviegoers - 2013
Female Male
15%
11%
13%
23%
14%
11%
13%
Age Demographics of Moviegoers - 2013
2-1112-1718-2425-3940-4950-5960+
http://www.mpaa.org/wp-content/uploads/2014/03/MPAA-Theatrical-Market-Statistics-2013_032514-v2.pdf
More Men than Women
Wide Age Range
Who Goes to Marvel Movies?
Male
13 to 23 Years Old
Well-Educated
Who Reads Marvel Comic Books?
Moviegoers Comic Book Readers
• Occasional• Action• Superhero
• Frequent • Marvel Fan
• True Marvel Fan
• Collectors
• Subscribers
• Leisure
Marvel Fanbase
• Spider-Man• Expand universe with
spin-offs
• X-Men and Fantastic Four
• Reboot of Fantastic Four franchise
• Plan to expand X-Men universe
• Separate library of characters
• Movies planned through 2020
• Live-action television (Arrow, The Flash)
Competitors in the Film Industry
• Separate Universes
• Complex Characters• Dark Themes
DC Comics
33%
30%
8%
6%
5%
3%2%
1%
11%
Percentage of 2013 Comic Book Sales by Publisher
MARVEL COMICSDC COMICSIMAGE COMICSIDW PUBLISHINGDARK HORSE COMICSDYNAMITE ENTERTAIN-MENTBOOM! STUDIOS
Saturated Market
Unmet Needs of Marvel Fans
Viewership Demographics
Current Problems
To Create True
Marvel Fans
To Expand Viewership
To Increase Brand
Preference
To Improve Marvel’s
Image
Objectives
Repurchase characters licensed to Sony and Fox
Give Back – Create Shared Value
Comic Book Revival
Use Lesser-Known Characters
Use Female Characters
License More Characters
Potential Opportunities
1. Expand Marvel Cinematic Universe
3. “You Be The Hero” Campaign
2. Comic Book Revival
Marketing Strategy
Expand Marvel Cinematic Universe
GOAL: To expand viewership and
satisfy the needs of Marvel fans
Film v. Live-Action Television
Lesser-Known Characters v. Diverse
Characters
Sequels v. New Franchises
Avengers: Age of UltronMay 2015
Avengers: Infinity War Part 2
May 2019
InhumansNovember 2018
Captain MarvelJuly 2018
Avengers: Infinity War Part I
May 2018
Black PantherNovember 2017
Thor: RagnarokJuly 2017
Guardians of the Galaxy 2
May 2017
Doctor StrangeNovember 2016
Captain America: Civil WarMay 2016
Ant-ManJuly 2015
Agent Carter
Jan 2015
Daredevil on NetflixMay 2015
Jessica Jones, Luke Cage, Iron Fist, The Defenders
Agents of S.H.I.E.L.D. Marvel’s Phase 3
GOAL: To turn Marvel moviegoers into Marvel comic book readers
Create a new and improved mobile comic book app by combining existing apps
Introduce celebrity promotion for the app and Marvel comic books
Comic Book Revival
• Unlimited access to over 15,000 comics
• $9.99 per month or $69.00 per year
• 6 month delay for new titles
• Save up to 12 comics offline
• New free comics every week
The Marvel Infinity AppMarvel Infinity
• Two payment options• $9.99 monthly
subscription• Pay per comic
• Access to new titles one month after release
• Store increased number of comics offline
• Greater selection of free titles
• Exclusive video and news releases relating to comics and movies
• Over 3,500 issues available
• Pay per comic• Some titles available
same-day• No connection to
Marvel Unlimited
Actor promotion following post
credit scenes of major Marvel
films
Comic Book Promotion
Free one month subscription to Marvel Infinity
for moviegoers
Celebrity endorsement of
their favorite Marvel comics
Current Philanthropic
Efforts
Comic BooksHero InitiativeTake My Trade
ToysDeo’s Closet
Lack of public awareness; through third parties; do not
relate to film division
Marvel Philanthropy
“You Be The Hero”
GOAL: To enhance Marvel’s image while creating shared value
“You Be The Hero” Campaign
Captain America: Civil War DVNFGuardians of the Galaxy 2 American Forest Foundation Black Panther World Wildlife Fund
Upcoming Movies
• Give back to heroes within society
• Positively reflect on Marvel’s image
• Enforce strong brand preference
Note: numbers in millions
Financial Projections
2014 2015 2016 2017
Total Revenue 47,844 50,792 53,913 57,320
Total Expenses 37,643 40,367 43,296 46,507
Operating Income 10,200 10,425 10,617 10,813 2014 2015 2016 20179,800
10,000
10,200
10,400
10,600
10,800
11,000
Operating Income
Avengers: Age of UltronMay 2015
Avengers: Infinity War Part 2
May 2019
InhumansNovember 2018
Captain MarvelJuly 2018
Avengers: Infinity War Part I
May 2018
Black PantherNovember 2017
Thor: RagnarokJuly 2017
Guardians of the Galaxy 2
May 2017
Doctor StrangeNovember 2016
Captain America: Civil WarMay 2016
Ant-ManJuly 2015
Marvel Infinity
AppJan 2015
Begin celebrity
promotion following
films
You Be The HeroJuly 2015
Inauguration of You Be The Hero campaign
Proceeds to American
Forest Foundation
Proceeds to World
Wildlife Fund
Proceeds to Disabled Veterans National
Foundation
Demographics of Marvel
Viewership,Readership
Customer Satisfaction with Marvel Infinity app
Consumer Feedback on “You Be The
Hero” Campaign
Marketing Research
Thank You!