Integrated Marketing Communications - Marvel Studios

•

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Ishan Parekh

a case study on Marvel Studios in the subject of Integrated Marketing Communications

Business

Vision
• A vision as far-reaching as our stories
“Making stories come alive”

Spokesperson
Robert
Downey
Jr.
Joss
Whedon
Stan Lee

Consumer Needs/Values Influencing
Purchase Decision

Advertisements from Various Media
• Television Ads (Snap from a TV clip)

Advertisements from Various Media
• Print Ads

Advertisements from Various Media
• Outdoor Ads (Billboards/Banners/Posters)

Advertisements from Various Media
• Digital Media Ads

POD from DC Relatively
ordinary
backgrounds
No epic
superpowers
Real locations
used (notably
NYC)
Mostly
science
fiction
Keeping it
light
Designed for
teams
No
substitutes
for characters

Customer Segmentation
Motion
Pictures
Publications Toys Newbies

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Integrated Marketing Communications - Marvel Studios

3. Integrated Marketing Communications

4. Vision • A vision as far-reaching as our stories “Making stories come alive”

5. Strengths of the Organization Film Production Cost Advantage Asset Leverage Strong Brand Equity Financial Position Publisher of Comics Content Based

6. Most Relevant Strengths Strong Brand Equity Publisher of Comics

7. Sustainable ? YES!!

8. Creative Elements Used • Logo • Collage / Design of Characters

9. Spokesperson Robert Downey Jr. Joss Whedon Stan Lee

10. Consumer Needs/Values Influencing Purchase Decision

11. Advertisements from Various Media • Television Ads (Snap from a TV clip)

12. Advertisements from Various Media • Print Ads

13. Advertisements from Various Media • Outdoor Ads (Billboards/Banners/Posters)

14. Advertisements from Various Media • Digital Media Ads

15. POD from DC Relatively ordinary backgrounds No epic superpowers Real locations used (notably NYC) Mostly science fiction Keeping it light Designed for teams No substitutes for characters

16. A plan for sustained growth

17. Customer Segmentation Motion Pictures Publications Toys Newbies

18. Competitors

19. Strength

20. Opportunity