Harry Potter: merchandise, promotions and licensing
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Marketing is more than a four-step approach to increase sales. It excites people, and keeps them interested over long periods of time. Such is the case with the movie trilogies Lord of the Rings and Harry Potter. Let's look at the Harry Potter phenomenon. The four-book series has sold enormous amounts in more than 200 countries. Each Harry Potter movie premiere has broken box office records world wide.
During the production of each movie, marketers keep interest high and the Harry Potter frenzy awhirl with well-timed video releases, and companies like Mattel and Mars Incorporated selling and estimated 50 million dollars worth of licensed Harry Potter toys and candy. You can visit the official Harry Potter website to purchase merchandise, download sorcerer games, subscribe to a monthly newsletter, and even view movie trailers - all designed as part of the Harry Potter experience. You can access the website, and have your own experience without ever seeing the movie.
Let's visit the official Harry Potter website http://www.harrypotter.com to explore the vast multimedia and merchandising marketing strategy that is built around this movie. In your group, review each clickable link on the sidebar. As you explore these sites, answer the questions below. After you have answered each question, write a 2-3 page paper that summarizes your findings.
Click on the Wizard Shop
Familiar yourselves with the Promotions and Products links and answer the following questions:
What channel(s) of distribution is (are) being promoted here to purchase this merchandise?
How does author JK Rowling's control over the licensing affect the merchandise?
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Solution Summary
Here is just a sample of what you'll find in this solution:
"In short the product would be a minimum quality, the price would be slightly higher, the products would be available through the website and it would be fashionable to use the products."
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Warner Brothers is selling merchandise like collectibles, toys,DVD& video, back to school and apparel. The website is the channel of distribution being promoted here and this is a case of smart e-marketing. The companies which are selling the goods are like Mattel and Mars, the channel of distribution is e-commerce and the liscense of Harry Potter is providing these companies with a ready made brand image. People who love Harry Potter are the potential customers and the merchandise they buy provides them with a psychological association with Harry Potter. This strategy of JKRowling not only brings him extra ...
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