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Ryan Dorn & Jeff Bailey

Ryan Dorn & Jeff Bailey. Overview of Presentation. Background Marketing Problem Consumer Analysis Consumer Behavior Recommendations. History. John Carter. Pirates of the Caribbean: Curse of the Black Pearl Trailer. John Carter Trailer. Recognize These?. $1,024,300,000. $1,063,200,000.

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Ryan Dorn & Jeff Bailey

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  1. Ryan Dorn & Jeff Bailey

  2. Overview of Presentation • Background • Marketing Problem • Consumer Analysis • Consumer Behavior • Recommendations

  3. History

  4. John Carter

  5. Pirates of the Caribbean: Curse of the Black Pearl Trailer

  6. John Carter Trailer

  7. Recognize These? $1,024,300,000 $1,063,200,000 $1,043,900,000

  8. Here’s Why 1995 2003 1951

  9. Disney’s Production Strategy

  10. Consumer Analysis • Methodology • Measurement

  11. Summary of Findings

  12. Summary of Findings

  13. Consumer Behavior • Level of Involvement • Consumer Innovation • Brand Image • Family Branding • Consumer Perception of Risk • Reinforcement Learning • Expert and Consumer Norms

  14. Recommendations: Product • Brand Image • Family Branding • Inclusion of recognizable actors and actresses • Quality • Consumer perception of live action films • Consumer orientation

  15. Recommendations: Price • Consumer Perception of Risk • Identifying innovators and rewarding them • Less focus on 3D and IMAX

  16. Recommendations: Promotion • Reinforcement Learning • Level of Involvement • Marketing before film • Marketing to critics • Word of Mouth

  17. Recommendations: Place • Consumer and Expert Norms • Level of Involvement • Importance of critics • Where Disney markets to • Strategic planning of marketing to involvement levels

  18. Questions?

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