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Harry potter strategies
The document discusses the Wizarding World of Harry Potter and provides key details. It introduces the main characters of Harry Potter, Ron Weasley, Hermione Granger, Albus Dumbledore, Severus Snape, and Voldemort. It then explains how Harry Potter grew to be a global phenomenon through word-of-mouth marketing by consumers. It attributes the success of Harry Potter to elements like a good product, emotional involvement of fans, word-of-mouth marketing, teasing fans, and maintaining brand consistency.
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Harry potter strategies
- 1. The Wizarding WorldOf Harry Potter Presented by Vikas Manish CS Shahana Shreeya Shobha
- 2. How many ofyou knows about Harry potter?
- 3.
- 4. Harry Potter •The Dursleys •No Confidence •Not Arrogant •Killing Voldemort
- 5. RON WEASLEY •A comicalcharacter •Jealous of Harry
- 6. Hermione Grange •Very clever •Awell-behaved girl
- 7. Albus Dumbledore The onlyperson that Voldemort feared An outstanding wizard
- 8. Voldemort •An evil andpowerful dark wizard •Ruling the world •Tom Marvolo Riddle
- 9. Severus Snape • Pickingon Harry •Loving Harry’s mom •Protecting Harry •Spying in the Death Eaters.
- 10. Heard about Harrypotter from A friend A colleague A family member A stranger
- 12. Harry Potter grewto be a global business phenomenon through WORD-OF-MOUTH MARKETING by CONSUMERS
- 14. The secret ofHarry Potter success • A good product • Emotional involvement • Word-of-mouth marketing & an online buzz • Tease & perpetual marketing • Brand consistency.
- 16. PULL MARKETING • HarryPotter fans demanded more & more & more! • 3 year gap in waiting for new product after release of first movie & 4th book in 2000 – 3 year gap until next book released.
- 17. www.keysplashcreative.com 17 Consumers BuildBrands • Emotional involvement • Relationship brands • Branded Experiences • Consumer control, not company control Lead to Brand Loyalty, Brand Advocacy, and Word-of-Mouth Marketing
- 18. www.keysplashcreative.com 18 Word-of-mouth Marketing •Start with a good product and a brand story to tell. • Don’t give it all away. • Add a viral component. • Allow a sense of community. • Join the conversation.
- 19. www.keysplashcreative.com 19 Fans TakeControl & Make Harry Potter Their Own
- 20. www.keysplashcreative.com 20 Social Media •Fans sites, fan fiction, fan art, fan blogs, etc.
- 21. www.keysplashcreative.com 21 People lookfor new ways to experience and share the brand.
- 22. www.keysplashcreative.com 22 Brand Consistency Allbrand touch points must communicate consistent brand message, image and promise. J.K. Rowling as brand guardian and brand champion Brand restraint means not overextending the brand -- No Harry Potter on Happy Meal Less merchandised than many other brands at time.
- 23. www.keysplashcreative.com 23 Potter, Pottereverywhere!
- 24. MARKETING TEAM SEESTHE OPPOURTUNITY Tease & perpetual marketing began. Always something new to talk about. Buzz never died.
- 25. www.keysplashcreative.com 25 Consumers madeHarry Potter a global phenomenon.
- 26. INTEGRATED MARKETING • TimesSquare Jumbotron ads • Knight Bus in London • Contests • Price discounting, product tie-ins, & promotional discounts at store level for differentiation
- 27. www.keysplashcreative.com 27 The Brandthat Lived As long as brand extensions continue to meet consumer expectations based on the brand promise (and J.K. Rowling will make sure they do) Harry Potter will be the brand that lived for many years to come.
- 28. Harry Potter BookSeries • Harry Potter & Sorcerer’s Stone – 1997 ( June ) • Harry Potter & Chamber of Secrets – 1998 ( July ) • Harry Potter & Prisoner of Azkaban – 1999 ( July ) • Harry Potter & Goblet of Fire – 2000 ( July ) • Harry Potter & the Order of the Phoenix – 2003(June ) • Harry Potter & Half Blood Prince – 2005 ( July ) • Harry Potter & Deathly Hallows – 2007 ( July )
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- 30. Develop a Strategic Approach WhenJ.K. Rowling first started to write the Harry Potter books , she knew exactly how the characters and story were going to develop
- 31. Viral marketing Harry Potteris often a trending topic on Twitter, Facebook events and page are abundant and thousands of bloggers create posts on their behalf.
- 32. Multi-Channel Approach • J.K.Rowling used multiple channels to reach her audience. • She recognized that her audience ranged from young children to adults, and she needed to cater to their interests.
- 33. Play Off Your Audience'sPersonality If your audience is attracted by a certain channel or attracted by a certain message, use it. Having this knowledge about your audience puts you miles ahead of your competitors.
- 34. Create a Distinct Brand •When you think of Harry Potter a few keywords come to mind. • They could be wizard, lightning bolt scar, or "the boy who lived." • These characteristics of this book series are recognized by people who aren't even fans
- 35. Performance • Growth of13.1 % in sales ( 15.2 lacs units ) • Impressive growth of 19.4% in scooters and 30.3% in mopeds • Profit of Rs. 88.01 Cr against 31.08 of 2009 • Launched two new products catering entirely new segments of the market (Jive and Wego) • Doubled it share in domestic three wheeler market with extensive sales of TVS King