Description
This PPT for Strategic Management - Key Objective
Prospects for the next decade
Weak global growth
Pressure from Overcapacity
Persistently high unemployment
a greatly expanded role for government
Costlier capital
Volatility in the financial markets
A much larger burden of regulation and taxation for all
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?
?
?
?
?
??
?
??
?
?
Key question:
Key Objective: Marketing Strategy to Launch
new products
Adoption curve over time
mass marketing
Earned loyalty customers
Product: Animated Movies
Target Group:
Animated Movies Lovers
Part I
Active Influences
“Gave away
handcraft boxes
to Bloggers”
Part II
Mass intrigue
“Took the
campaign to the
real world”
Part III
Broad Awareness
“Traditional
movies
marketing”
Part IV
Success
“Twice earning of
the projected
figures for the
first opening
weekend”
Earned loyalty customershttp://videolog.tv/453697
Challenge:
“How do you reinvent the
way you’re marketing
films?
Strategic Answer:
“Created a campaign that
let the public experience
the movie’s story in its
world way beyond the film
itself.”
Part I
Active Influences
“Gave away
handcraft boxes
to Bloggers”
50 one-of-a-kind
Boxes
Part II
Mass intrigue
“Took the
campaign to the
real world”
Main purpose
was to drive
people to the
website and
learn more
Hidden Skeleton Keys Creepy Inflatable Characters
Interactive Store Fronts Nike Limited Edition
Part III
Broad Awareness
“Traditional
movies
marketing”
Blog
Newspaper
Movie Trailer
Banners
Sidewalk Posters
Coraline Trailer
Part IV
Success
“Twice earning of
the projected
figures for the
first opening
weekend”
Projected : $ 9 Million USD for the opening weekend
Actual : $ 16.8 Million USD
Rank: 3
rd
in top 10 of successful stop motion animation
Rank Title Worldwide gross Year
1 Chicken Run $224,834,564 2000
2
Wallace & Gromit: The Curse of the
Were-Rabbit
$192,610,372 2005
3 Coraline $124,596,398 2009
4 The Pirates! Band of Misfits $121,637,375 2012
5 Corpse Bride $117,195,061 2005
6 ParaNorman $107,139,399 2012
7 Frankenweenie $81,491,068 2012
8 The Nightmare Before Christmas $75,082,668 1993
9 Fantastic Mr. Fox $46,471,023 2009
10 James and the Giant Peach $37,734,758 1996
Top 10
highest-grossing films in the stop motion technique.http://en.wikipedia.org/
What vs. Why
Presidency Election
Campaign for Barack
Obama
Feb 24, 2004
To achieve the goal, we are to ….
??????????????????????? ? ????????? ????????????? ????????? ? ? ???????
Barack Obama ?? ?????????
???????????????????? “??????? ??? ? ?” ????????????????????? ?? ??? “?????” ?????????
???? ??? ? ????
Morethanmedication.ca
Feb 24, 2009
TOOLS
Finding insights from asking lots of questions
doc_279881886.pdf
This PPT for Strategic Management - Key Objective
Prospects for the next decade
Weak global growth
Pressure from Overcapacity
Persistently high unemployment
a greatly expanded role for government
Costlier capital
Volatility in the financial markets
A much larger burden of regulation and taxation for all
?
?
?
?
?
?
??
?
??
?
?
Key question:
Key Objective: Marketing Strategy to Launch
new products
Adoption curve over time
mass marketing
Earned loyalty customers
Product: Animated Movies
Target Group:
Animated Movies Lovers
Part I
Active Influences
“Gave away
handcraft boxes
to Bloggers”
Part II
Mass intrigue
“Took the
campaign to the
real world”
Part III
Broad Awareness
“Traditional
movies
marketing”
Part IV
Success
“Twice earning of
the projected
figures for the
first opening
weekend”
Earned loyalty customershttp://videolog.tv/453697
Challenge:
“How do you reinvent the
way you’re marketing
films?
Strategic Answer:
“Created a campaign that
let the public experience
the movie’s story in its
world way beyond the film
itself.”
Part I
Active Influences
“Gave away
handcraft boxes
to Bloggers”
50 one-of-a-kind
Boxes
Part II
Mass intrigue
“Took the
campaign to the
real world”
Main purpose
was to drive
people to the
website and
learn more
Hidden Skeleton Keys Creepy Inflatable Characters
Interactive Store Fronts Nike Limited Edition
Part III
Broad Awareness
“Traditional
movies
marketing”
Blog
Newspaper
Movie Trailer
Banners
Sidewalk Posters
Coraline Trailer
Success
“Twice earning of
the projected
figures for the
first opening
weekend”
Projected : $ 9 Million USD for the opening weekend
Actual : $ 16.8 Million USD
Rank: 3
rd
in top 10 of successful stop motion animation
Rank Title Worldwide gross Year
1 Chicken Run $224,834,564 2000
2
Wallace & Gromit: The Curse of the
Were-Rabbit
$192,610,372 2005
3 Coraline $124,596,398 2009
4 The Pirates! Band of Misfits $121,637,375 2012
5 Corpse Bride $117,195,061 2005
6 ParaNorman $107,139,399 2012
7 Frankenweenie $81,491,068 2012
8 The Nightmare Before Christmas $75,082,668 1993
9 Fantastic Mr. Fox $46,471,023 2009
10 James and the Giant Peach $37,734,758 1996
Top 10
highest-grossing films in the stop motion technique.http://en.wikipedia.org/
What vs. Why
Campaign for Barack
Obama
Feb 24, 2004
To achieve the goal, we are to ….
??????????????????????? ? ????????? ????????????? ????????? ? ? ???????
Barack Obama ?? ?????????
???????????????????? “??????? ??? ? ?” ????????????????????? ?? ??? “?????” ?????????
???? ??? ? ????
Feb 24, 2009
TOOLS
Finding insights from asking lots of questions
doc_279881886.pdf