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Category: Business and Industry
Date Submitted: 10/01/2016 03:35 PM
Marvel Entertainment
Marvel Entertainment 1
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
Marvel Entertainment 2
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...