Table of Contents• Objectives • SWOT Analysis • Company Background • Competitive analysis • Target market • Product evaluation • Channels of distribution • Advertising • Promotions • Event • Timeline • Budget

…………………………………..……….…………..…….1……….……………………..…………………………2

……….………….……..………………………3……….…………………………………………4-5

…..……….……………………………………………6-8……….……………………….…………………9-10

….……………………..………………………11……….………………………….……………………12-15……….……….………………………………………16-23

……….……..……………………………….…………………24……….………………..………………………………..……25……….………………………….……………………………26

Objectives

To sell 4 million copies of DVDs within the first 4 weeks of the

release date during Spring 2016.

1

SWOT AnalysisStrengths Weaknesses

Opportunities Threats

• Recognition of the company • Financial Security • Diverse Portfolio • Controls own production resources • Mass channels of distribution • Large marketing budget • Cross-over media

• Creativity • Consumer perception of

company as branded towards children only

• Merchandise Sales • Pixar’s 30th year anniversary • Partnerships

• Piracy • Streaming services • Change in Technology • Independent film companies • Declining demand of DVD’s • Rising cost of DVD’s

2

Company Background

The Walt Disney Company was founded in 1923 in Burbank, CA. Disney is the world’s largest, most influential, and innovative conglomerate. In the past few decades, Disney has done a wonderful job of creating animated films with messages that resonate in the minds of its customers. In the mid-1990’s Pixar and Disney paired together to create even better films that have grossed huge revenues for both companies. Films include Toy Story, Monsters Inc., The Incredibles etc. In 2006, the companies merged in a strategic move that was worth $7.4 Billion. Pixar uses new, innovative technology to create their films, in an attempt to produce an experience in the heart and mind of the viewer.

3

Competitive Analysis: Indirect Competitors

Media Streaming Services: Netflix, Hulu, Roku, AppleTV, AndroidTV

Gaming Systems: Sony Playstation, Microsoft Xbox, Nintendo Wii

TV Channels: MTV, Comedy Central, Nickelodeon, Spike, HBO, TBS, Warner Bros., Cartoon Network, Fox, FX, Bravo, Showtime

Movie releases during the early 2016 year: The Little Prince, Pan, The Secret Life of Pets, Kung Fu Panda III, Alvin and the Chipmunks

4

Competitive Analysis: Direct Competitors

Movie:The Peanuts

Movie Kung Fu Panda III

Zootopia

Expected DVD/Blu-Ray release date of The Good Dinosaur: February 15, 2016. The following movies are planned to be released on DVD and Blu-Ray near similar times as the release of The Good Dinosaur and may be a threat:

Release Date:February 2016 January 29, 2016 March 2016 TBD

5

Target Market: DemographicsPrimary Target (Size - 40 million):

Children ages 4 - 12 years old; Gen Z; in the childhood stage; playful, exploring, they create what they see, learn by doing, begin attaching to reference groups of an older age (idols, heros, public figures), most experiences are shocking and amazing to them because it’s their first time, begin learning lessons of bad and good behavior, look for a fir in social hierarchy, develop self-perception, self-identity, and self-confidence.

Secondary Target (Size - 45 million):Parents 30 - 40 year old; Gen Y; in early adulthood stage; resourceful, busy, setting foundation for their family (marriage, house, kids, job, retirement, etc.), stress to prove themselves in their profession, re-evaluate themselves and their priorities, more responsible and role-model approach to behaviors, close to their family (versus older adults who can now travel and relax more when their kids move out of the house).

6

Target Market:Psychographics

Primary Target: Embraces traditional beliefs, value family, are self-controlled and responsible; accustomed to high tech info sources, live with the Internet; value realness; want to be included and identify with social groups; diverse, global, different ideas and expressions; imaginative; they want instant gratification, success; support liberal social values; they like music, fashion, cosmetics, and video games; have strong influence on parent’s shopping behavior (“kidfluence”); peer acceptance; do-it-themselves; want to be first on new social media trends; like new things to do rather than new things to read about and critique; they will jump from one to another thing quickly, so need a lot of short interactive content. Listen to similar music as parents.

7

Target Market:PsychographicsSecondary Target:

Financially strapped (debt, difficulty in getting jobs), fluent with technology (computers, mobile phones, satellite TV, iPods, iPads, online social networks), one-on-one communication with brands because of tech, social and expressive (social media posts). deeply involved in school and career (because competitive job market and personal financial struggles), prefer team work, time sensitive and want information and results quickly, socially responsible, they value family and friendship, they think of themselves as independent (rising divorce rates), take their time with important decisions like marriage, think globally and are culturally aware, they are skeptical and question everything, they need reassurance (from reference groups-family or friends) before choosing among the myriad of options, they want to balance family, work, and personal leisure, they are value-oriented, want to learn, seek value and benefits, they like trust, and time-sensitive (like to get to the point and wants things quickly). like to use FB, Instagram, and Vine; increasing Hispanic and Asian pop.

8

Product Evaluation: Brand NameThe Good Dinosaur is under the production company Pixar who is partners with Disney. Pixar is well-known because of their multiple successful films such as Finding Nemo and the Toy Story series.

Finding Nemo Toy Story 3

Domestic DVD Sales 40 MM 188 MM

9

Product Evaluation: Packaging and PricingThe DVD/Blu-Ray for The Good Dinosaur will be offered in three different packages:

Standard DVD $19.99Will include a foldable poster that will be inside the case. The poster will include the motivational quote, "What if.. you never gave up" for consumers to hang up.

Blu-Ray $24.99With a digital copy will include the same foldable poster as the standard DVD and codes to download the Good Dinosaur soundtrack on iTunes.

Collector's Edition $29.99

Will include DVD, Blu-Ray copy, digital copy, poster, codes to download soundtrack on iTunes, and sticker book and scratcher. Available only at Target.

10

Channels of Distribution

The Good Dinosaur DVD, Blue Ray Disc and bundles will be available at Target, Walmart, Best Buy, Amazon and Barnes and Noble stores nationwide. Digital copy downloads will be available through Amazon and iTunes. Additionally, an exclusive Ultimate Collectors Edition will be available at Target stores nationwide.

11

Direct Mail: Using Target, Best Buy, Toys R Us and the Disney store existing direct mailing lists and weekly ads we want to insert free standing inserts promoting the DVD release. This is an effort to lure in our secondary target market the adults that will ultimately paying for the DVD’s incentivizing the consumers to purchase the movie at these locations.

Magazine: The Good Dinosaur DVD release announcement will be featured on Disney Junior Magazine with a circulation of 500,000 registered subscribers. We will also be featured on Entertainment Weekly with a circulation of 1.5 million subscribers advertising the release of the DVD.

Advertising

12

AdvertisingRadio:

Given statistical information that shows children listen to similar music as their parents, Pixar will utilize radio stations, such as local KIIS FM radio stations in each state where popular music is played. The Good Dinosaur will also be promoted on Spanish-speaking radio stations, such as KBUA to increase reach. Radio ads will be paired with commercials planned by our promotional partners.

Television: Pixar's commercials will be advertised on ABC Family's network, considering its orientation as a family channel and its ranking within the top 10 television channels viewed during 2014. Additionally, commercials will be created for Spanish-speaking channels, such as Univision to increase reach. Commercials will be aired as stand-alone ads for The Good Dinosaur brand in addition to the collaborative promotions aired by Pixar's partners.

13

• Facebook will be used as the biggest form of social media exposure of the DVD release, sweepstakes, event, and any additional deals we may have.

• Twitter & Instagram will be focused

on our sweepstakes and the upcoming DVD release. The hashtags, like #spotted, will be promoted through these sources, and we will be able to keep track of the reach via hashtags.

Social Media

14

Social Media

15

The above illustration demonstrates an outline for the month of February to showcase the sweepstakes and DVD release schedule utilizing social media. It is designed to calculate the likes and shares to evaluate social media reach.

Partnerships: Target

Scratcher Sweepstakes:Our Target Exclusive package will contain a scratcher on the inside of the packaging from February 1 to March 13. The scratcher will have a 3x3 table containing different characters in each box. The participants will scratch off all boxes, and the winning scratcher will have three Arlos within the 9 boxes. The Grand Prize will be an all-inclusive Disney Cruise to the 3- night Bahamas for four.

Demo TV units will be playing reels of the movie through different Target locations. On tablet displays, one could also find The Good Dinosaur app where users can interact with the games it provides.

16

Scratcher Sweepstakes

How to Claim PrizesGrand Prize winners will claim prizes directly through Disney. The winning dino eggs will contain a code to enter onto the website: www.disneyrewards/target/scratchers. Consolation prize winners will claim their items at Target locations or through the website: www.iwonattarget.com

Rules and Regulations 1. Winners must claim all prizes by May 1. 2. Cash substitution not available 3. Mutilated or illegal entry is disqualified 4. Only one Grand Prize winner per household 5. Entrants under the age of 18 must have

permission from their parent or legal guardian 6. A prize won by a minor in his or her legal

jurisdiction of residency will be awarded in the name of said minor's parent or legal guardian Estimated Value

3-Night Bahama Cruise out of Port Canaveral, Florida: $1,671

17

Partnerships: JPMorgan Chase

Chase Visa Debit Cards will include a free limited time edition of the Good Dinosaur available to order between 02/01/16-03/01/16. When you order this edition of the debit card you will get the same special perks you would as all the other Disney Chase Debit Cards. However, in addition, you will receive 10% off the purchase of The Good Dinosaur DVD as well as any of the merchandise.

18

Partnership: McDonald's Spot Spot! Sweepstakes:

Pixar will implement a nationwide McDonald's sweepstakes introducing The Good Dinosaur themed Happy Meal. The Happy Meal will include a dino egg with with different figurines from the movie inside. The goal of the sweepstakes is to spot the main character, Spot. There will be five figurines of Spot distributed throughout the United States. This will be advertised through the social media by the hashtag #spotted.

Grand Prize: Four FREE 2-day park hopper tickets to Disneyland and Disneyland California Adventure with airfare and stay included.

Consolation Prizes: choice of 1 happy meal, 1 large soda, 1 large fry, 1 combo meal, etc.

19

Spot Spot! Sweepstakes How to Claim Prizes

Grand Prize winners will claim prizes directly through Disney. The winning dino eggs will contain a code to enter onto the website: www.disneyrewards/mcdonalds/spotted Consolation prize winners will claim their items at participating McDonald's locations or through the website: www.iwonatmcd.com

Rules and Regulations Estimated ValueDisneyland 2-day Park Hopper Tickets(4): $900 Disneyland Resort: $1,104 ($552/night) Airfare (4): ~$1600

1. Winners must claim all prizes by April 17. 2. Cash substitution not available 3. Mutilated or illegal entry is disqualified 4. Only one Grand Prize winner per household 5. Entrants under the age of 18 must have

permission from their parent or legal guardian 6. A prize won by a minor in his or her legal

jurisdiction of residency will be awarded in the name of said minor's parent or legal guardian

20

LicensingDuring the Valentine season The Good Dinosaur will partner with Mars' M&Ms in their Valentine's Day special edition packages. The Mars name is a staple in the candy industry, and M&Ms has been an American favorite for decades. About 4 million units of M&Ms are sold annually, earning close to $4.5 million in sales.

21

Licensing

Pixar will partner up with Cheerios, the top selling cereal brand for 2014, in a licensing agreement. In exchange for Cheerios' print space on their cereal boxes, Pixar will provide collapsable frisbees inside each box. This will drive Cheerios' sales up while providing inexpensive advertising for Pixar. Cheerios will be covering the slotting fees.

22

POP Displays

The Good Dinosaur movies will be promoted in a themed POP display in Target, BestBuy, Walmart, Disney Stores nationwide. These POP displays will showcase the different movie formats, as well as current promotional offers. A waterfall scene complete with a river floor decal and overhead sign will attract consumers to The Good Dinosaur movie stand.

23

Special EventDino Week

A week long event celebrating the release of The Good Dinosaur and everything you love about dinosaurs. The event will consist of the screening of The Good Dinosaur at the Los Angeles Natural History Museum, American Museum of Natural History in New York, Burke Museum of Natural History and Culture in Seattle, specifically in their Dinosaur Hall. The cast Arlo and Spot, will be in attendance to dance and entertain the children with games and photo opportunities. The event will include giveaways for families. Prizes will include The Good Dinosaur products as well as tickets to the museums at a later date. This entire event will be promoted through our social media accounts, website and via direct email.

24

Timeline

25

Budget

Co-op Target TV ad: $344,287 per spot Sweepstakes awards: $ 3,485 $ 900 Event $50,000 Magazine Ad: $ 500,000 Newspaper Ad: $ 113,000 Mail inserts: $ 10,000 POP Displays: $ 34,856 Total: $1,056,528

26