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Company Objectives

“At DreamWorks Animation we believe that the animation we put out into the marketplace is only as good as the talent within the company that creates it. We are committed to fostering a culture that embraces innovation, creativity, collaboration, and a solid dose of fun .” . Company Objectives.

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Company Objectives

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  1. “At DreamWorks Animation we believe that the animation we put out into the marketplace is only as good as the talent within the company that creates it. We are committed to fostering a culture that embraces innovation, creativity, collaboration, and a solid dose of fun.”

  2. Company Objectives • Strengthen brand equity • Most Satisfying Entertainment Experience • Broaden Customer Base

  3. Positioning

  4. Animated Movie Studio Environment

  5. Competitive Environment Family Entertainment Animated Film

  6. Marketing Objectives

  7. Option 1: CG/Live-Action Combined Films

  8. Option 2: Educational Television Programs

  9. Option 3: AdventureWorks Mini-Golf

  10. Recommendation AdventureWorks Mini-Golf

  11. Justification AdventureWorks Mini-Golf

  12. Segmentation

  13. Product: A Sample Layout

  14. Sample Hole Features

  15. Place

  16. Price * Prices do not include food or parking.

  17. Promotion AdventureWorks “Play the Adventure”

  18. Key Numbers 5 Year Sales: $55.5 million ROI: 32% Cumulative Profits: $13.6 million NPV: 10.6 million

  19. Sensitivity Analysis of Cumulative Profits

  20. Purchases and Promotion Looking Forward: 2013 Grand Opening Development

  21. 2014 Branch Out Purchases & Promotions Branch Out Development Analyze Marketing Mix

  22. 2015 Expansive Branch Out Purchase & Promotions Expansive Branch Out Development 3 more Openings Analyze Marketing Mixes

  23. 2016 Analyze Marketing Mixes 16 more Openings

  24. 2017 Implement new 3D and sound Analyze Marketing Mix Analyze Marketing Mix

  25. Marketing Information Requirements Primary Data: Conducting a survey Having focus groups Secondary Data: Continuing to monitor market information as we progress (i.e. competitive price, growth of population)

  26. Control

  27. Kelsey Robins Meghan Herlihy Anna Maimone Matt Renn Yossi Torgeman Thanks for Watching! A DreamWorks Production

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