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Harry Potter: What types of merchandise and what channels of distribution is/are Warner Brothers selling as part of its merchandising strategy?

Visit the official Harry Potter website

Click on the Wizard Shop

Familiar yourself with the Promotions and Products links and answer the following questions:

A. What types of merchandise is Warner Brothers selling as part of its merchandising strategy?

B. What channel(s) of distribution is (are) being promoted here to purchase this merchandise?

C. How does author JK Rowling's control over the licensing affect the merchandise?

Click on the Message Board and Games links

Familiarize yourself with theses two links and answer the following question:

A. How does involvement in the activities on the site keep the Potter hype in high gear even when nothing new is schedule to be released for months?

Solution Preview

What elements of Warner Brothers' Warner Brothers promotional mix for the movie can be seen at this page? Explore the different elements. How effective do you think their promotional strategy is, given what you have seen?
Harry Potter and the prisoner of Azkaban is being offered on DVD and VHS on the 23rd November. This is 15th March and the website has not yet been updated. The page also offers once in a life time opportunity to meet with the J.K. Rowling and three of his Harry Potter stars. Further, the page is offering an opportunity to listen to the description of Harry Potter Walk-On-Role winner's on set experience.

You get to sample the Harry Potter and the Prisoner of Azkaban Videogame free and get to listen to parts of its soundtrack. The effectiveness of the strategy lies in the fact, that Harry Potter's fans will open the website, sample some of the elements of the movie and be tempted to see the real movie. There might be some who will play the video game, maybe several times and be convince that he must see the movie, a music lover might sample the free soundtrack and want to experience the complete movie and a third ...

Solution Summary

Here is just a sample of what you'll find in this solution:

"However, the drawbacks are that the persons targeted must be having access to a computer and Internet. In addition, the person must be induced to open the website and access the daily prophet page. Usually, this is not the case, several people who have ..."