Star Wars: The Force AwakensDVD Sales Promotion

Christian BourdeauJohn CudalMez White

Joseph McKinnonTyler Odo

Table of Contents

I. Situational AnalysisII. Target Market

III. Product EvaluationIV. Marketing Objectives

Star Wars: The Force Awakens OverviewSynopsis: Thirty years after defeating the Galactic Empire, Han Solo (Harrison Ford) and his allies face a new threat from the evil Kylo Ren (Adam Driver) and his army of stormtroopers

Director: J.J. Abrams

Genre: Sci-fi Action Adventure

Rating: PG-13

I. Situational Analysis

Company Background

Producer

Director /Co-Producer

Company Background

Distributor

SWOT Analysis

Strengths❖ Large & diverse fan base❖ Strong brand❖ Commercially successful❖ Extensive Budget

Opportunities❖ 3D Blu-Ray ❖ “Jedi Packages”❖ Digital downloads

Weaknesses❖ DVDs are becoming obsolete❖ One-time purchase/household❖ PG-13 rating

Threats❖ Illegal movie downloading❖ Renting (Redbox, Netflix)❖ Competing films

Competing Films

Spectre (PG-13)Adventure, Thriller

Mockingjay Part 2 (PG-13) Action, Thriller

The Hateful Eight (R) Action

Kung Fu Panda 3 (PG) Comedy, Family

II. Target Market

Target Population SizePrimary Market:● Men● Ages 18-49 ● 72,551,000 people

Secondary Market:● Children ● Ages 6-17 ● 42,281,000 people

Total Target Population:● 114,831,000 people

Primary Psychographics (Men 18-49)Attitudes:

❖ Multi-taskers❖ More open

minded❖ Adventurous

Interests:❖ Technology❖ Comic books❖ Video games❖ Movies❖ Music

Activities:❖ Gaming❖ Internet❖ Avid moviegoers❖ TV watching

Values: ❖ Influenced by

friends and family❖ Social lives❖ Being the first at

things

Secondary Psychographics (Children 6-17)

Attitudes: ❖ Better the

world❖ Bored easily❖ Thrill seeker

Interests:❖ Technology❖ Video games❖ Movies

Activities:❖ Gaming❖ Team sports❖ Update social

media

Values: ❖ Influenced by

friends and family

❖ Social lives

III. Product Evaluation

Brand Equity

● Over $4.3B in DVD sales ● Large social media presence

○ Facebook: 15.1M likes○ Twitter: 1.8M followers○ Instagram: 2.3M followers

● Substantial brand recognition● Commercially successful● Acquired by Disney for $4.05B● 38 years in business

Master Package$200

Blu-Ray / DVDBonus Features

+Collector’s Coin

DLC for Battlefront+

Limited Ed. Kylo Ren Helm

Knight Package$50

Blu-Ray / DVDBonus Features

+Collector’s Coin

+DLC for Battlefront

Package ConsiderationsPadawan Package

$25

Blu-Ray / DVDBonus Features

Padawan Package$25

Master Package$200

Knight Package$50

Package Considerations

Grocery Digital Rent Retail

Channels of Distribution

Retailer Exclusivity - Golden Ticket Promotion

Luke Skywalker LE Action Figure

Kylo Ren LE Action Figure

Han Solo LE Action Figure

PriceStandard DVD $19.99

Blu-Ray $22.99

DVD/Blu-Ray Combo $29.99

Digital Copy $19.99

Padawan Package $24.99

Knight Package $49.99

Master Package $199.99

IV. Marketing Objectives

Marketing Objectives & StrategiesObjectives:

● Sell 1.1 million DVDs in the first week● Sell 2.3 million Blu-Rays in the first week

Strategies:

● Utilize “Golden Ticket” promotion● Engage in social media/digital marketing● Reach secondary target through POP displays● Form partnerships to reach younger demographic

Advertising Program● Target Nostalgia● Use DVDs as a collection item● Exclusive Special Features (not seen on

netflix, redbox, or pirated versions)● Selling the DVD on May Fourth - National Star

Wars Day● Critic and Media reviews to sell the DVD

Advertisement Strategy● Differentiate DVD purchases from pirating, renting, and competing films

○ Own the physical copy forever○ Collectors item○ You can share it

● Ads will include print and TV spots, bus stop ads, POPs, etc.● Push products through Best Buy, Walmart, & Target

○ Retailtainment “Become a Jedi” display

Print Ads● Magazines - Family oriented / Gaming / Movie / Mens● Comic Books - tie into partnership with Marvel Comics● Insert in LA Times, NY Times, Chicago Tribune, other large newspapers● Disney Parks - Posters

TV Spots● Capitalize on ABC Network Affiliation

○ News- Cover events- May 4th, Lightsaber Battle, Force Friday○ Jimmy Kimmel Show- Bring in cast/fans/etc○ Run commercials between 8-11PM (Fresh off the Boat, Muppet Show, The Middle, etc)○ Heavy Subliminal Advertising

● ESPN Network● Star Wars Rebels (Disney XD)● Ethnic Networks

ABC Subliminal Advertising

Radio / Online Ads

● Local Disney/ABC stations● ABC Show websites

○ Run during webisodes and online episodes

● Youtube - through monetized videos○ Heavily targeted through demographics

based on Google+ accounts

● Google “Doodles” Front Page: “May the 4th”

● Starwars.com● Marvel.com

Radio / Online Ads (cont)

● They will start running in April till the end of May○ Malls with Disney Store will get specific banners

Mall Ads

In-Store POPs

Retailtainment● Become a Jedi display

○ Camera booth display lets you choose:■ Light Saber color■ Your side (First Order / Resistance)

○ Takes your photo○ Generates your Jedi

Trade & Consumer Objectives

● Trade Objectives○ Co-branding with partnered companies (Hasbro, Nerf, Lego)○ Premium spots for PoP displays via slotting fees

● Consumer Objectives○ Break prior records that Star Wars DVDs have sold during each initial

release○ Retain overall brand awareness and a respectable company image○ Excite fans and potential customers

Sales Promotion Program● Point-of-Purchase Program

○ 5% of DVD / Blu-Ray sales donated to the Fleetwood Foundation

○ Star Wars merchandise in store end caps and middle-of-store displays

Publicity & Special Events● Lightsaber Battle LA - 12.18.15

○ https://www.facebook.com/events/190922944577858/

○ Lightsaber sales■ Discount waiver per sale for upcoming DVD / Blu-Ray release

TimelineMarch April May June July

Print

TV Spots

Radio

Social Media/Online

Out-of-Home

Promotions

Golden Ticket Lottery

BudgetPrint Ads: $814,000

TV Spots: $2,500,000

Radio: $150,000

Online Advertising: $975,000

Out-of-Home: $433,000

Promotions: $340,000

Total $5,212,000

May the Force be with you!!