Marvel Entertainment Research Porject

Marvel Entertainment

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Table of Contents

I.

II.

Executive Summary

Current Business Situation

III.

Firm Objectives

IV.

Marketing Strategy and Implementation

V.

VI.

Analysis and Evaluation of the Marketing Strategy

The Future

VII.

Appendix

VIII.

References

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I.

Executive Summary

Marvel Entertainment has been a model for how to create, recover, and thrive in the

creative character based entertainment industry. What started as a few printed frames of

extraordinary heroes protecting the Earth and saving lives against the forces of evil, has turned

into a multibillion dollar company. Marvel has risen into modern culture as the recognized brand

of more than 5,000 superheroes that appear in comic books, television, movies, and everywhere

in between. After near bankruptcy in the 1990’s Marvel recovered by licensing their characters

to be made into movies. Realizing there was an opportunity to go beyond licensing, Marvel

decided to produce their own movies with their characters. Since then, Marvel is a wholly owned

subsidiary of Disney and has taken their company to the next level with their marketing strategy.

By leveraging their current characters while simultaneously developing new innovative

heroes, Marvel was able to continue to grow their business. They recognized that creating their

own movies was an expensive, risky endeavor but one with higher returns that would increase

the exposure of their brand and characters to new audiences. With movie production, it gave

them new opportunities to license their characters through new methods while also promoting

their brand and products without spending nearly as much on advertising due to strategic

partnerships. Marvel also pivoted their content delivery methods by taking advantage of social

media, radio, print and television, as well as face-to-face marketing at conventions. Additionally,

they continued to...