TABLE OF CONTENTS

Situational Analysis

Product Category Threats and Opportunities

Company Background

Competitive Analysis

Target Market Specifications

Demographic characteristics

Psychographic characteristics

Product Evaluation

Brand Name

Package Considerations

Channel of Distribution

Pricing

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Marketing Objectives

Budget

Promotional Schedule

Advertising Program

Advertising Strategy

Magazine Ads

TV Spots

Sales Promotion Program

Trade and Consumer Objectives

Consumer Promotions

Partnership

Point of Purchase Program

Publicity

Special Events

Sponsorship

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SITUATIONAL ANALYSIS

Strengths:

• Large fanbase from prequel Finding Nemo
• Fans from Finding Nemo (2003) anticipated Finding Dory
• Prequel sold 41 million copies
• Ellen Degeneres voices main character, Dory
• Ellen has a strong fan base
• Facebook: 24.5 million followers
• Instagram: 28.2 million followers
• Twitter: 58.6 million followers

Weaknesses:

• Movie release did not generate positive reviews
• Consumers must understand plot development of prequel

Product Category Threats and Opportunities

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SITUATIONAL ANALYSIS

Product Category Threats and Opportunities

Opportunities:

• Disney has multiple DVD release editions
• Diamond, Collector’s, Combo pack etc.
• Promote DVD and other licensed products at Disney Parks and Disney stores
• Most DVDs sold come with digital copy - join the shift to digital viewing
• Disney already holds licensing agreements with multiple companies

Threats:

• Illegal online streaming, pirating, and bootleg may lead to decrease in DVD/Blu-ray sales
• Consumers shifting to digital outlets and other mediums (Netflix, Hulu, Redbox, etc.)
• Other hit DVD releases in the same month

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SITUATIONAL ANALYSIS

Company Background

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Pixar was founded in 1979 as The Graphics Group, which was part of the Computer Division of Lucasfilm. Then, in 1986, Pixar was acquired by Apple Computer co-founder, Steve Jobs. The first feature-length film that the company produced was Toy Story, in 1995. The film won an Academy Award and was nominated for three others. The success of the film led Pixar to release a sequel, Toy Story 2, in 1999. Twenty years later, the Walt Disney Company bought Pixar in 2006 at a valuation of $7.4 billion.

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SITUATIONAL ANALYSIS

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Competitive Analysis: Below are some movies that pose a potential threat to Finding Dory Blu-ray & DVD release

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Production & Distribution - Warner Bros.

Strengths: a favorite kids story transformed for grownups; based on a successful kids version

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Weakness: a PG-13 movie

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Production & Distribution - 20th Century Fox and Blue Sky Studios

Strengths: strong franchise fan base; first animated franchise to have five theatrical installments

Weakness: drawn out; only original movie received positive reviews

Production & Distribution - Paramount Pictures

Strengths: popular animated series since 1987

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Weakness: both films received poor reviews from critics

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TARGET MARKET

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Primary Target Market

• The primary target market that we are aiming for - male and female ages 5 to 24 - make up approximately 85 million of our population in the United States.
• Finding Nemo/Finding Dory fan base
• Children & Millennials who have grown up watching Finding Nemo

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Demographic Characteristics

TARGET MARKET

Secondary Target Market

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• Families
• The secondary audience that we want to reach out to is families. Disney and Pixar films are targeted towards children and families to create a bonding experience and a family friendly environment.
• Families with children that enjoy watching movies together

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Demographic Characteristics

TARGET MARKET

What They Value

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• Happiness
• Acceptance
• Friendship
• Family
• Relationship�

General Characteristics

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• Enthusiastic
• Available free time
• Adventurous
• Playful
• Carefree
• Having fun�

Social Characteristics

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• Interested in friendship and relationship building
• Familiarity with technology
• Family and friendship oriented
• Enjoy spending quality time with loved ones
• Enjoy watching movies for entertainment and leisure

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Psychographic Characteristics

Primary Target Market

TARGET MARKET

What They Value

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• Children
• Family oriented
• Happiness and overall well being of family
• Quality time

Mental Characteristics

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• Emphasis on teaching values and morals to children
• Conservative
• Protective over family
• Loving

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Behavioral Characteristics

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• Enjoy buying gifts for others
• Shop at well known major retailers
• Purchase well-known and popular products
• Watch movies with family

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General Characteristics

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• Responsible and understanding
• Observant and communicative
• Caring
• Encouraging
• Wise

Psychographic Characteristics

Secondary Target Market

PRODUCT EVALUATION

Brand Name

Finding Nemo/Dory Series:

• Prior success in DVD release
• Sold 41 million copies worldwide
• Large fan base with high recognition
• Previous following from fans of first film release

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PRODUCT EVALUATION

Package Considerations

Release Date:

• September 20th, 2016

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The Blu-ray/DVD package will have the basic movie cover. The package will also include special features and bonus content.

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Blu-Ray/DVD

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Pre-Orders available August 20th, 2016

PRODUCT EVALUATION

Package Considerations (cont.)

Account Specific:

We want to incorporate account specific programs with Toys R Us, Best Buy, and Target. By doing so, we will be able to sell exclusive limited-time products with the purchase of the film. Each retailer will have different a product that can only be obtained exclusively through them.

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PRODUCT EVALUATION

Package Considerations (cont.)

Toys R Us:

• Dory Plush

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Target:

• Dory Throw Blanket

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Best Buy:

• Dory Infinity Toy

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PRODUCT EVALUATION

Package Considerations (cont.)

Ultimate Collector's Edition:

• This edition of Finding Dory will include a 6-disc special. Aside from the film itself you will be treated to EXTRA bonus features and an exclusive behind the scenes look.
• DVD
• Blu-ray
• Digital
• 3D
• 4K
• Bonus Content

Ultimate Collector’s

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PRODUCT EVALUATION

Package Considerations (cont.)

Combo Pack (Finding Nemo + Finding Dory):

• Release Date:
• November 22, 2016

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• Includes both Disney Pixar films in one package!
• Gives laggards incentive to purchase film by providing a bundle package.

Blu-Ray/DVD Combo Pack

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PRODUCT EVALUATION

• Retail
• Target, Best Buy, Walmart, Disney Store, Fry’s Electronics, Costco, Toys “R” Us
• Rent
• Amazon, Redbox, Google Play, Itunes
• Digital
• Netflix, Amazon, Hulu, Google Play, Itunes
• Grocery
• Ralphs, Vons, CVS

Channel of Distribution

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PRODUCT EVALUATION

• Standard DVD ………………………………… $19.99
• Digital SD/HD …………………………………. $14.99/19.99
• DVD/Blu-ray/Digital …………………………. $24.99
• Combo Pack …………………………………… $29.99

Blu-ray + DVD + Digital

Finding Nemo & Finding Dory

• Ultimate Collector’s Edition …………………… $49.99

DVD/Blu-ray/Digital/3D/4K/Bonus Content

6 Disc Special

Pricing

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MARKETING OBJECTIVES

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Objectives

• Our main goal is to sell at least seven million DVD/Blu-ray copies and digital copies in the first week. To combat threats, we will utilize our partnerships to help advertise the products and generate sales.
• We want Finding Dory to be in the top ten best-selling DVD.
• According to Forbes, Finding Nemo was named the 5th highest grossing animated film.

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Generate Awareness:

• Accumulate 400,000 likes on Facebook page
• Gain 300,000 followers on Twitter & Instagram
• #HaveYouSeenHer shared on social media platforms 500,000 times

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MARKETING OBJECTIVES

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Budget

*Does not include price of partnerships

PROMOTIONAL SCHEDULE

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MARKETING OBJECTIVES

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Advertising Program

Billboards: Will be strategically placed in major metropolitan cities like New York, Los Angeles, Philadelphia, Chicago, Seattle, and Dallas. They will feature Dory alongside her catchphrase and the release date. Billboards will be placed in areas where there are higher chance of visibility and exposure.

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MARKETING OBJECTIVES

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Advertising Program (cont.)

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Bus wraps: Will be utilized in cities nationwide. We will be emphasizing this form of advertisement more in cities where there are more patrons of public transportation.

Posters: Will also be placed in urban cities and in high traffic areas visited by families such as malls, popular venues, tourist attractions, train stations, airport terminals, and bus stops.

MARKETING OBJECTIVES

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Advertising Strategy

Social Media:

Create overall buzz and awareness through word-of-mouth in order to raise sales for the first week of release

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Facebook

• Advertise by sponsored videos and suggested post on newsfeeds. Promote DVD through Finding Dory Facebook page

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Twitter

• Use followers & hashtags to generate buzz to remind consumers of upcoming DVD release

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Instagram

• Use instagram account & hashtags to promote DVD release

MARKETING OBJECTIVES

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Magazine Facing:

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• Organize an exclusive interview between People Magazine and Finding Dory star, Ellen DeGeneres
• Feature Ellen’s character, Dory, on front page of People Magazine
• Readership: 1,357,000 per week

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Magazine Ad

MARKETING OBJECTIVES

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Magazine Ad

Print Advertisements:

• Include print advertisements promoting the upcoming Blu-ray & DVD release of Finding Dory with information on where and when to pre-order a copy

MARKETING OBJECTIVES

TV Spot

Ellen Degeneres Show:

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• Includes short segments on the Ellen Show to help create awareness and promote the Finding Dory DVD release

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MARKETING OBJECTIVES

Sales Promotion Program: Trade & Consumer Objectives

Trade Objectives:

• Gain distribution support from account specific retailers
• Toys R Us
• Target
• Best Buy
• Maximize sales for first week of DVD release

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Consumer Objectives:

• Exclusive merchandise
• Bonus film content

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MARKETING OBJECTIVES

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Sales Promotion Program: Consumer Promotions

Kellogg’s Partnership:

• Finding Dory Lucky Charms with character marshmallows
• Collectible prizes inside
• Finding Dory fruit snacks

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Pepperidge Farm Partnership:

• Point of Purchase displays inside retailers
• Feature Finding Dory Characters to promote DVD release

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MARKETING OBJECTIVES

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Partnership

Kellogg’s:

• Licensing agreement with Kellogg’s for Finding Dory Lucky Charms cereal & Finding Dory fruit snacks
• One of four collectible pins within each box of Finding Dory cereal
• Dory
• Bailey/Destiny
• Hank
• Trio of Otters
• Maximize sales by encouraging consumers to purchase more boxes to collect all four pins

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MARKETING OBJECTIVES

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Partnership

Pepperidge Farm:

• A licensing agreement with this company will feature Finding Dory on the exterior packaging
• Utilize point of purchase displays in retail/grocery locations to generate sales
• DVDs and Goldfish packages placed throughout a unique display box

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MARKETING OBJECTIVES

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Sales Promotion Program: Point of Purchase Display

Pepperidge Farm Goldfish:

• Placed inside retailers/grocery sites along food aisles to generate sales
• Display will feature two rows of Pepperidge Farm Goldfish snacks and one row of Finding Dory DVD/Blu-ray copies
• Eye-catching & attention grabbing display to attract consumers
• Persuade consumers to purchase DVD, watch with family, and snack Pepperidge Farm Goldfish

MARKETING OBJECTIVES

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Publicity

Ellen Degeneres Show:

• Guest appearances by voice actors
• Ed O’Neil
• Eugene Levy
• Diane Keaton
• Kaitlin Olson
• Give free copies to entire audience

Good Morning America:

• Appear on morning show to spread awareness of DVD release
• #1 morning newscast with over four million weekly views

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MARKETING OBJECTIVES

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Special Event

Finding Dory Disneyland Event:

When?

• September 1 - September 20 (DVD release day)

Where?

• All Disney parks

What?

• Disney cast member dress up as Dory for everyone to take pictures and share on social media
• Push Finding Dory merchandise and DVD sales

Why?

• Create buzz for DVD release
• Spread awareness throughout theme parks

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MARKETING OBJECTIVES

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Sponsorship

Make A Wish Foundation:

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• “The Make-A-Wish Foundation is a non-profit organization founded in the United States that arranges experiences described as "wishes" to children with life-threatening medical condition”

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• Sponsor the Make A Wish Walk in August 27, 2016

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