Muppets FINAL

7/31/2019 Muppets FINAL

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Marketing/Promotional Plan

Gabriel Enriquez

Prepared for:CSULB MKTG 430


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Table of ContentsI. Marketing Objectives......3

II. Plan Parameters...4

III. Target Market Specifications......5

IV. Positioning...6

V. Situation Analysis....7

VI. Product Evaluation.....8VII. Media Plan...9

VIII. Sales Promotions.....21

IX. Special Events..31

X. Sponsorship Opportunities....35

XI. Publicity........39

XII. Timeline.....41

XIII. Budget Allocation..42

XIV. Appendix....43

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Marketing Objectives

Strategies Introduce and highlight the ensemble cast to draw

broad demos

Reach out to Muppets fan base

Showcase everyday relatable themes such as romance,making friends, individuality, wanting to belong, andsurviving new experiences

Tactics Mass Media : TV, Print, Radio, Digital, OOH

Consumer Promotions

Point of Purchase

Special Events/Sponsorships/Publicity

Synergy across Disney

Objectives

Drive awareness of Disneys The Muppets DVD release (Disney DVD + Disney Blu-rayCombo pack, Special edition bundle)

10% increase in sales from last WDSHE DVD release (Tangled)

Support The Muppets franchise

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Plan Parameters

Tuesday, April 3, 2012 (Easter release)

DVD Release Date

DEMO: Parents & K6-18 (primary) Adults 25-49 (secondary)

SIZE: Nationwide

Primary Buying Target

$29.99(DVD/Blu-ray Combo) - $74.99 (special edition)

DVD Sale Price

$15 MM

Budget

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Target Market Specifications

Parents Saving time is one of the biggest desires

Always looking to save money/budget spending

Turning to e-retailing to do shopping

Rely heavily on word of mouth (trust other parents)

K6-18

Find sense in independence and individuality throughactivities with friends, personalization, their clothes, theirmedia consumption and after school activities

Enjoy personalizing their technology (mobile phone is anextension of their personality)

Heavy internet users visit social/blogging/photo websites onthe regular

Internet is the most trusted medium

Adults 25-49

Use a variety of sources for information: TV, Radio,Newspapers, Magazines, Internet

Involved in social media

40% access internet on a mobile device

Intellectual wary of old-school marketing techniques

DEMO: Parents & K6-18; Adults 25-49

SIZE: Nationwide

PSYCHOGRAPHICS

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PositioningSYNOPSIS

On vacation i

n Los Angeles, Walter, the worlds biggest Muppet fan, his brother Gary and Garys girlfriend Mary from Smalltown, USA,discover the nefarious plan of oilman Tex Richman to raze the Muppet Theater and drill for the oil recently discovered beneath theMuppets former stomping grounds. To stage The Greatest Muppet Telethon Ever and raise the $10 million needed to save thetheater, Walter, Mary and Gary help Kermit reunite the Muppets, who have all gone their separate ways: Fozzie now performs with aReno casino tribute band called the Moopets, Missy Piggy is a plus-size fashion editor at Vogue Paris, Animal is in a Santa Barbaraclinic for anger management, and Gonzo is a high-powered plumbing magnate.

CREATIVE POSITIONING

Comedy

Empowerment

Optimism

Individuality

CREATIVE TONE

Comedy/Witty

Confident

Charming

Heartwarming

KEY ATTRIBUTES

LA Setting

Travel

Aspirational

Acting/Theater

BRAND PROMISES Believe in Yourself

Follow your Dreams

Express Yourself

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WDSHE

A recognized leader inthe home

entertainment industry,is the marketing, salesand distributioncompany for WaltDisney, Touchstone,Hollywood Pictures, andBuena Vista productwhich includes DVD,

Blu-ray Disc, andelectronic distribution.

Challenges

Children only

Rent vs. Purchase

Theatrical film vs.DVD release

Piracy

Opportunities

Disney Brand

Muppet Fan Base

EnsembleCast/Cameos

Easter release

CompetitiveLandscape

Puss In Boots(DreamWorks)

Happy Feet 2(Warner Bros.)

Hugo(Paramount)

Arthur Christmas(Sony Pictures)

Jack and Jill(Columbia/Sony)

Situation Analysis

* Competitors based on G/PG rated films released

in theaters around the same time as the

Muppets. Will be dependent upon their studio

DVD release dates.

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Product Evaluation

DVD Title

Disneys The Muppets (Rated: PG)

Package

Included with all DVD packages Muppet hologram postcard, Stickers, Mini Poster, Lyric Book, Contest/Sweepstakes offer. Special Features(Behind the scenes, Muppets music videos, Deleted scenes, Sing-a-long feature, & more)

Combo Pack: DVD + Blu-ray, Widescreen, Digital Copy

Special Edition Bundle: The Muppets (2011), The Muppet Movie (1979), Muppet Treasure Island (1996), Soundtrack (2011), The Green Album,Collectible Kermit figurine. Creative packaging resembling The Muppets theater to encase bundle.

Pricing

Combo Pack: $29.99

Special Edition Bundle: $74.99

Channel OfDistribution

Retail: Walmart, Target, Costco

E-Commerce: Walmart, Target, Costco, Amazon, DisneyStore.com

Digital Downloads: Amazon, iTunes

OtherConsiderations

Media Kits

Electronic Press Kits (offer watermarked, time-sensitive, download of movie)

Easter Holiday Premiums to be distributed as necessary (i.e. Plastic Easter Eggs, Egg Baskets, Candy)

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MEDIA PLANWe will use a broad media mix to reach ourtarget audience and successfully meet our

three main objectives. By using these

mediums, we will be able to measure the

effectiveness of our advertising efforts as they

relate to our objectives.

Out of home advertising will be used to inform

our target audience about the DVD release,

along with encouraging purchases. This will

also be crucial for getting consumers to talkabout the DVD and spread awareness by word

of mouth.

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SYNERGY

Spots will also be played throughout Disney Resort & Cruise Line hotel rooms/lobbies, Disney Store monitors,

and featured in movie theaters prior to Disney films

Television SpotNational Cable:15, :20 & :30 spotsFLIGHT: March 13- April 10COST: $3.75 MM

*Placement determined by key/relevant events and shows

Disney XD

Disney Channel

Teen Nick

ABC Family ABC

NBC

CBS

FOX

ESPN

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Print

Placement in April issues (to hit stores late March). The

above publications meet our figures in total readership and

circulation to match our audience.

Standard ads

Advertorials

Eye-catching inserts

Mini posters

Placement on Cover 2 for Teen Vogue

COST: $2.25 MM

M TeenVogueDisney

Family Fun People TV Guide

Entertainment

Weekly

Rolling

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Various Print Ads

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Foldable 3D Muppets Car

Muppets Easter Planner

Family Fun InsertsPositioned after standard DVD ad will include release date

Bring home the DVD this Easter!

Bring home the DVD April 3!

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RadioBuy spots nationwide in all major radio stations relative to our audience.

i.e. California: 102.7 KIIS, 98.7 STAR, 106.7 KROQ, 103.5 KOST, 104 MYFM, 97.1 AMP, 106 POWER, 105 GO

COUNTRY

:15 & :30 spot

Hourly prizing (DVD giveaways)

Other considerations: Interviews, Characters host music countdowns, Muppets takeover Radio Disney

FLIGHT: March 13- April 10

COST: $1.5 MM

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Online Media

WebsitesFLIGHT: March 27-April 17COST: $1 MM

TV(i.e. ABC.com, FoodNetwork.com, Hulu)

Sites of chosen print ads

(i.e. People.com, M.com, TeenVogue.com)

Retail sites(i.e. Target, Costco, Walmart, Amazon)

Disney Online

Yahoo

Facebook Self-Service

Twitter (promoted Tweets)

YouTube

Google Search

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ABCPlayer

Amazon.com

We will also focus our

banner ads in e-commerce

sites where our DVD is

available for purchase.

Our audience is

known to stream

their favorite TV

shows and read

articles of interest

online and throughmobile wap sites.

Our placement in

online media will be

based off sites that

generate a high

volume of traffic for

our audience.

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MobileAdvertisements- Banner/Rollover ads promoting DVD release on

relevant wap sites and apps

- Mini Muppet trivia during app/game loads

FLIGHT: March 13-April 10COST: $500,000

Road Trip With The Muppets

Reunite The Muppets

Animal Drummer App Turn yourself into a Muppet

Muppet-themed mobile apps:

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Adspace Digital Mall Network is a Nielsen measured in-

mall television network dedicated to engaging

shoppers through programming about the best values,

latest trends, and hottest new merchandise in the mall.

The network is particularly effective in reaching teens,

young adults, and women of all ages. Nationally,

Adspace malls reach 119 million engaged shoppers

each month, a true mass medium.

Spot to be played in 90 malls

:30 per 6 minute loop (10 per hour)

90 malls nationwide

2,000 Screens

2 million spots


COST: $230,000

OOH: Adspace

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OOH: Disney Store Sign/ABC Supersign

Both signs are located in Times Square, New

York. Through Synergy, there will be no cost to

buy this placement. The only fees incurred will

be for creative.

Loop :30 spot

~10 minutes per hour


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OOH: BillboardsLocal: California

Los Angeles

Hollywood Burbank

Pasadena

National: Top Markets

NYC

Chicago

Boston

Orlando

Seattle

Atlanta

Dallas

Philadelphia

Denver Miami

FLIGHT: March 27-April 17

COST: $820,000

The locations chosen have high concentrations of our target

audience. People in these areas are likely to purchase the DVD.

Creative outdoor advertising will

be utilized.

* Will change copy and date

according to placement prior to

and after DVD release.

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SALES PROMOTIONSTrade Objectives

Obtain distribution andsupport for The MuppetsDVD

Encourage retailers to

display The MuppetsDVD

Build retail inventories

Maintain support forestablished Disneybranded DVDs

Consumer Objectives

Stimulate DVDpurchases

Maintain repurchase ofDisney branded movies

Target specific marketsegments

Enhance advertising andmarketing efforts

Measure efforts through

coupon usage

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Walmart Retailtainment

Connect with consumers at the point of purchase through a complete aisle takeover featuring only

Muppets and partners products. Fuel demand for the DVD to increase sales.

Dcor to play off Hollywood theme (red carpet, paparazzi lights)

Flashing lights upon entering

Muppet footprints leading in to drive attention towards DVD

Two DVD tower displays

Muppets standees

Ceiling banners

Two interactive media displays projected on floor (enVu) detects motion from consumer toactivate menus leading to character bios

LCD monitors hung at each end of the aisle featuring clips from the movie, and mini segments of

The Muppets personally speaking to consumers to purchase the film

Partners, Orville Redenbacher popcorn and Coca-Cola beverages, will be positioned alongside

encouraging a movie night theme

This promotional plan and strategy will be aimed to run for about a month. As more time goes on,consumers will be less stimulated by the point of purchase displays and retailtainment. Plan will slowly

ease off into POP displays and strip clips.

TRADE INCENTIVE: The only retail store that offers Disneys retailtainment. Bring in traffic for store. We

will offer all displays for the complete aisle takeover.

FLIGHT: April 3 April 30

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Retailtainment Concept

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Hollywood Theme

Standee

Ceilingbanners &

Kermit

footprints


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Costco & TargetFLIGHT: April 3-May 16

DVD tower displays

In-Store stand offering price-off coupon to purchase DVD

Trade Incentive: Offer POP displaysCostc

o

One of select retailers to offer special edition bundle DVD tower displays

Super Targets with Starbucks/cafeterias will be given co-brandedMuppets placemats, napkins, and cups (noting DVD release)

In-Store stand offering price-off coupon to purchase DVD

Trade Incentives: Special edition DVD, POP displays, Cooperativeadvertising

Target

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Disney Store Gift With PurchaseOffer special edition matted lithographs from film with

DVD pre-orders.

Increase sales by pre-orders Offer Kermit headbands at registers

Distribute DVD release date information through flyers in

customer bags

Muppet branded store shopping bags

Offer available two weeks before the actual release date

340 Stores in North America

FLIGHT:

Gift With Purchase: March 20-April 3In-Store Marketing: March 20 April 10 (while supplies last)

*No cost through Synergy

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CouponMuppets Movie Night

Partner with Orville Redenbacher popcorn

to provide cross-ruff coupon as an incentive to

drive DVD sales.

Partnership ties in with the movie

night theme

Save $3.00 with the purchase of the 2 disc

Blu-ray combo ($29.99) Push sales for the first two weeks of release

Primarily target parents who shop for groceries

FLIGHT:

Coupons available one week before release date.

Offer good 4/3/2012 through 4/17/2010.

DISTRIBUTION:

Available as a on-pack cross-ruff coupon in

Orville Redenbachers Pop Up Bowl (3 pack)

Participating retailers

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Additional coupons offering consumers a

reduction in price will also be available. The

coupons will be distributed through thefollowing mediums:

Online

Retailers ads (i.e. Target, Walmart)

Handouts in stores/away from store

FSIs

Direct Mail (Valpak)

Magazines Various events

Coupon Objectives:

Increase product awareness

Attract new users

Add value to purchase

Target prime customers

Introduce Disneys latest DVD, The Muppets Grow market share

FLIGHT: Start in March and end in May

Coupon Price-Off/Discount

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ContestHOME MUPPET PRODUCTION

Re-enact a scene from the movie using your own created Muppets

Must be 6-17 years of age with parents permission.

Top three videos will win. (submit via YouTube)

Criteria for winning submission: creative, original, &funny. (No foul language or offensive acts)

Third Prize: DVD combo pack signed by Jason Segel,

Amy Adams, and all The Muppets Second Prize: Special edition Kermit banjo (plus third

prize)

Grand Prize: Trip to L.A. for four (plus third and secondprizes)

Receive a four night stay at Disneys Grand California

Hotel and Spa and four park hopper tickets good forfour days to Disneyland and Disneyland CaliforniaAdventure

Disney Studio Tour

Personal limo tour of Hollywood

DATES: April 3May 30, 2012

Contest relates to the LA theme of the

movie. The contest will be tied into

advertising of DVD release. Advertising

through signage at point of purchase will

also be included.

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Sweepstakes


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Sweepstakes

Enter now for your chance to win a 7-night Disney Cruise Line vacation for 4 to Disneys Castaway Cay onthe Disney Wonder.

Reserved exclusively for Guests on Disney Cruise Line Bahamian and Caribbean cruise vacations, CastawayCay is Disney's private port-of-call paradise. On this island, enjoy tropical leisure activities, such as

snorkeling, boating, swimming and sunbathing. Among the clear turquoise waters, white sand beaches andswaying palm tree.

Sweepstakes begin April 3 and end June 30, 2012

DVD release will be noted in all online ads for sweepstakes

Support The Muppets franchise by integrating them into the Disney Cruise Line. Sweepstakes ties into thetravel theme of the movie.

No purchase necessary. Enter to win by submitting names through mail-in or online for the prize drawing.Offer will be advertised online, as well as inside the DVD. 30


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SPECIAL EVENTS

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M t l M i E t


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Muppetacular Music ExtravaganzaVery special one-night-only event at the Walt

Disney Concert Hall, celebrating The Muppets.

Hosted by Jason Segel.

Artists: The Muppets, Weezer, Hayley

Williams, OK Go, Andrew Bird, Feist, TheFlight of the Concords, and a few surprise

guests will play songs inspired by

The Muppets.

When: April 7, 2012 @8PM

Location: Walt Disney Concert Hall

Ticket prices range $39-$89.

Charitable Overlay:

A portion of the proceeds will be donated to

VH1s Save the Music Foundation. This

nonprofit foundation helps restore music

education in public schools.

Merch:

Mainly a support for The Green Album and

the theatrical soundtrackwhich will be

available for purchase at surrounding kiosks.

Muppets merch (i.e. shirts, bags, stickers)

DVD Promotion:

Copies ofThe Muppets will be available for

purchase as a Blu-ray DVD combo packafter

the concert.

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DCA TakeoverMuppet Mayhem

The Hollywood pictures backlot at Disneys California Adventure will be transformed into the biggest Muppet celebration

Disneyland parks has ever offered. To replace existing ElecTRONica event.

The streets will be covered with Hollywood stars featuring the names of all the Muppets.

Screenings of a scene from the movie will be available in the nearby 3D Muppets attraction theater

Muppet characters (Kermit the Frog, Miss Piggy, and Fozzie Bear) autograph signing/picture-taking with fans

Night Entertainment: Muppets Band, Dr. Teeth and the Electric Mayhem, will play live for guests in attendance on the

Muppet stage. Guests are encouraged to dance to the beat of Animals drums as they enjoy this nightly outdoor classic

rock concert. Special Muppet cocktails will be available for purchase including Miss Piggy Margaritas and Kermit Appletinis.

FLIGHT: Early March September *possibility of extension depending on success and future park plans

DVD Promotion:

Raise awareness of DVD release

Surrounding stores will have signage leading up to release and will sell DVD when available. Other Muppets

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DCA Muppet Mayhem Posters (rock band dcor inside park )

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SPONSORSHIP

OPPORTUNITIESThe following sponsorship

opportunities can be effective

ways to connect withconsumers in an environment

where they are comfortable

with receiving promotional

messages. Consumers expect

companies to be part of event

and welcome their

participation. The Muppets willhelp drive attendance to these

events by making them more

entertaining, interesting, and

exciting.

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Honda LA MarathonLos Angeles, California

March 18, 2012 Plan

Muppets banners and posters will bedisplayed throughout the entire event.

Green Kermit and Pink Miss Piggysweatbands will be handed out torunners and guests in attendance. The

headbands will be worn by runners tobe gain publicity from event photos.

A trained marathon runner will run themarathon dressed head to toe in arealistic Kermit the Frog costume.

The Muppets will help keep runnershydrated by handing out The Muppetsthemed water cups to runnersthroughout the race.

A Muppets tent will hand out couponsand premiums throughout the event andrun small contests for children to raiseawareness for the DVD release.

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St. Patricks Day ParadeBoston, Massachusetts

March 18, 2012

Plan

A big green event for Kermit. Headbands will be distributed.

The cast of Muppets characters will make their way down the St. Patricks day parade on a float inspired bythe movie

The car driven across country in the film will tow the Muppets St. Patricks themed float

Muppets will sing from the float and wave to the crowd of up to a million attendees

Flyers and coupons will be distributed to raise awarenessfor the DVD release

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Yankees BaseballNew York, New York

April 14, 2011

Plan

The Yankees play the Angels

The first 50,000 guests in attendance willreceive a free Kermit bobble head in aYankees uniform

Kermit the frog will throw out the firstpitch of the game

Flyers and coupons will be distributed toall guests to drive purchase of the DVD

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PUBLICITYUnlike advertising and sales promotion , publicity is

not perceived as being sponsored by the company.

Therefore consumers perceive this information as

more objective and place more confidence in it.

Publicity results in a significant amount of free,

credible, word-of-mouth information regarding The

Muppets.

Publicity can either make or break the entire

promotional campaign; therefore, a focus is placed on

managing the timing and accuracy of publicity

surrounding The Muppets.

We will coincide the publicity with our promotions

and other special events to reinforce our advertising

for the DVD.

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MEDIA KIT

The media Kit will focus on providing important background information to the members of the press

about The Muppets. In order to break through the clutter, media kits will be sent in a Muppets themed

popcorn bucket. The media kit will be filled with premiums (i.e. pens, pads of paper, pencils, and

collectable Muppets Bobble heads) as well as information regarding the DVD release including:

Synopsis DVD release date and packaging options

Key dates and locations of events

Character/actor information

Information regarding partnerships, contests, sweepstakes

Electronic Press Kits will also be available with the offer of a one-time digital download of the movie

(watermarked and time sensitive).

Publicity - Key Communication Priorities

Target broadcast, print, online and radio outlets and capitalize on key storylines,

guest stars and behind-the-scene stories. Leverage Jason Segel and The Muppets popularity to secure stores in weekly and

long-lead publications, syndicates and magazines.

Highlight relatable themes to connect with audience through compelling and

aspirational storytelling.

Position the DVD as a take-home family movie.

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Timeline


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TimelineMARCH APRIL MAY

ADVERTISING

SYNERGY

SALES PROMOS

OOH (3/27 4/17)

TV (3/13 4/10)

RADIO (3/13 4/10)

DIGITAL (3/27 4/17)

MARCH - JUNE

MARCH - SEPTEMBER

APRIL PRINTEVENTS/SPONSORS

* Logos/picturesfor entire plan are

not all present

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Budget Allocation

TV

25%

PRINT

15%RADIO

10%DIGITAL

10%

OOH7%

SPECIAL EVENTS/

SPONSORSHIPS

3%

SALES

PROMOTIONS30%

The total budget is $15 million, a higher amount than usual, due to the success of the movie release.

The DVD is in its introductory stage, and our main focus is to spend where we are selling so the

majority of our budget will be allocated to sales promotion techniques. Our second concentration will

be towards mass media to raise awareness and keep The Muppets DVD in consumers minds. Special

events and sponsorships will be our last marketing focus.

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APPENDIX

Documents

Muppets FINAL