spectre presentation deck

Meet the Agents


007: King 008: Gray 009: Stohler

005: Haynes 006: Dinh

SITUATION ANALYSIS

Situation Analysis: InternalStrengths

🃁 Renowned James Bond franchise🃁 Maintains global recognition🃁 Spectre made $73M+ opening weekend

Weaknesses🃁 Excludes the family, a major market in the

film industry🃁 As a British secret service agent, Bond

appeals less to Americans🃁 Skyfall was the best selling Blu-Ray in

England, but not in the US.Creative Marketing © 2015For internal use only.

Situation Analysis: ExternalOpportunities🃁 Product line expansion (MAC, Belvedere, DVD

sets, etc)🃁 Broaden the fan base to include more women 🃁 Well-established products placed in Spectre

can be utilized for promotional campaigns🃁 Youth appeal🃁 James Bond is a timeless character and each

new series attracts attention from newer generations


Situation Analysis: ExternalThreats

🃁 Same release dates◆ “The Peanuts Movie” (Nov. 6, 2015)◆ Success contributed to Spectre pulling in lower box office results than Skyfall

🃁 Films hitting theaters in February may consume our target market’s entertainment budget◆ Pride and Prejudice and Zombies - Feb. 5, 2016◆ Deadpool by Marvel - Feb. 12, 2016◆ Zoolander - Feb. 12, 2016

🃁 On-demand movie services/streaming (Redbox, Netflix)◆ Target audience may decide to wait to see if Spectre will be released through RedBox or

Netflix 🃁 Piracy


Company Background🃁 The “James Bond” character was created by Ian Fleming in 1953 to be featured in a

series of novels 🃁 The first 007 film was produced in 1962🃁 The Bonds:

◆ Sean Connery (1962-1971)◆ George Lazenby (1969)◆ Roger Moore (1973-1985)◆ Timothy Dalton (1987-1989)◆ Pierce Brosnan (1995-2002)◆ Daniel Craig (2006-present)


Competitive Analysis🃁 Biggest competition involves other movies currently sweeping the nation🃁 Fan vs. Family Appeal

◆ Walt Disney Pictures - Star Wars◆ Marvel - Deadpool◆ 20th Century Fox Animation/Blue Sky Studios - The Peanuts Movie

🃁 Market commonality◆ MI-5 British spy film, The Man From U.N.C.L.E., Kingsman◆ All three were released in the last year and are still in consumers minds◆ Oversaturation the “spy movie” market


TARGET MARKETSPECIFICATIONS

Target Market: Demographics & Psychographics🃁 When it was first released, the series was aimed at young males ages 15-27

🃁 Those that enjoyed the movies when they were 15 are now older 🃁 The target audience is currently primarily males ages 17-49🃁 Females ages 19-40 have become part of the target market since the franchise

progressed 🃁 60% of viewers are males and 40% of viewers are female🃁 Action and thriller preference🃁 Enjoy seeing classy, top-of-the-line cars and beautiful women 🃁 Bond girl = damsel in distress

◆ Appealing to males who have an inner desire to be a hero


Size of Target Market🃁 Market is extremely broad and spans

globally🃁 Very popular across the United States

and Europe (particularly the UK)🃁 Throughout the movie franchise, Bond

has visited nearly 50 countries making it appealing to audiences all over the world

🃁 Current worldwide market for James Bond is at about 140 million people (based on figures from Skyfall)


PRODUCT EVALUATION

Package Considerations 🃁 Three different physical packages

◆ Two ways to buy/rent movie digitally

🃁 In each package:◆ Flier with code for #BeBond sweepstakes

◆ Coupon for 10% off any one MAC Cosmetics product

🃁 DVD will include “Bonus Features”◆ Behind the scenes footage

◆ Interviews with cast

◆ Music video for theme song “Writing’s on the Wall” performed by Sam Smith


🃁Purchasing Options:◆ DVD - $16.99◆ Blu-ray + DVD + Digital Copy - $24.99◆ Special Edition: Blu-ray 3D + Blu-ray + DVD - $39.99◆ iTunes: Buy - $14.99 Rent - $5.99◆ On Demand: Rent - $6.99

🃁Channels of Distribution: ◆ Target with POP display◆ Walmart with POP display◆ Best Buy with POP display◆ Amazon◆ iTunes

Pricing and Distribution


MARKETING OBJECTIVES + BUDGET

Sales Objectives 3.5M DVD units: $50M3M BluRay units: $55M 2.5M digital downloads (iTunes): $45M $10.5M from 1.5M VOD views Option period 6-12 months. Extensions may last 3-6 months


CostsDVD - disk build, packaging, shipping, slot fees

$1.5/unit @ 3.5m units = $3.5MBLU RAY - disk build, packaging, shipping, slot fees

$3.3/unit @ 3m units = $9.9MDigital - distribution fee and percentage of sales to iTunes

$1975 one time distribution for HD + $331/year =$2306

Itunes/Dist. retains 30% per downloadT.V. (VOD)

$7,530 for guaranteed placement in 80% of nationwide VOD householdsCreative Marketing

© 2015For internal use only.

ExpensesMedia:

One T.V. spot (30 sec prime time)$150,000 x 40 prime time plays $6M + $30,000 in Production costs

One full page print magazine ad2 issues of GQ & 2 issues of Esquire $768K

Billboard ads in metropolitan areas $2MSales:

POS Graphics $780K


ExpensesPromotions:

MAC: $112KHeineken: $252KJaguar/Aston Martin: $1MEvent:Supplies, venue, staff, etc: $500K


SALES PROMOTION PROGRAM

Advertising Television

🃁Preview-style shorts, portraying the most appealing portions of the film

🃁3x per week for one month prior to disc release, until a month after release date.

🃁ABC, NBC, CBS and FOX


Advertising Magazines

🃁Full-page color ads featuring scenery & characters from the film

🃁Play into the sex appeal of Bond & exotic destinations

🃁Ads will coordinate with the style and feel of the selected magazines


Advertising Billboards

🃁Top 20 metropolitan areas of the U.S. 🃁2 month span from January 1, 2016 until February 28, 2016.

Social Media🃁Utilize the Spectre Facebook page, Instagram & Twitter accounts to

post updates on promotional campaigns 🃁Coordination with partner SM channels



POP Sales DisplayEvery Walmart, Target, and Best Buy store will be provided with a James Bond die cut display to advertise the home video release of Spectre.

Promo 001: MAC CosmeticsMAC cosmetics handled all of the makeup used in the “Day of the Dead” scene.

Using SM channels, MAC will advertise the #BeABondGirl contest in which Instagram users can post their use of MAC makeup to copy classic “Bond girl” looks.

100 users will be selected to win MAC cosmetics as well as a copy of the DVD/Blu-Ray. January 1 - January 20, 2016.


Promo 002: Heineken Heineken has been partnered with the James Bond franchise since the 2012 release of Skyfall.

From January 15, 2016 through February 29, 2016, all 12 and 24 packs of Heineken Lager will contain an on-package coupon for $5 off the Blu-Ray/DVD release of Spectre.


Promo 003: #BeBond SweepstakesEvery DVD or Blu-Ray copy of Spectre will contain a U.E.C. for the #BeBond sweepstakes. Consumers can enter this code under the sweepstakes section of the Spectre website and instantly be alerted if they are a winner.

🃁 Grand Prize - (1 winner) Aston Martin Vantage V8 (MSRP $125,290)

🃁 2nd place - (1 winner) Jaguar F Type convertible (MSRP $68,100)

🃁 3rd place- (2 winners and their plus one) Trip to New York for Sam Smith concert. Includes roundtrip airfare, three night accommodation, and VIP tickets to the concert (MSRP $8,500)

🃁 4th place - (3 winners) Omega Seamaster 300 limited edition Spectre watch (MSRP $6,815)


Belvedere Vodka: “Club Bond”🃁 Boulevard3 in Hollywood, CA will be

transformed into a Bond lover’s paradise

🃁 Spectre Facebook page & Belvedere Facebook page will begin advertising on Feb. 2, 2016

🃁 Dressing as Bond or one of his favorite ladies is encouraged with awards for best entry

🃁 Winners of the contest will receive free bottle service for the night courtesy of BelvedereCreative Marketing

© 2015For internal use only.

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