Les produits dérivés du cinéma et le cas des films de La Guerre des étoiles

Exposé Marketing & marques Marketing médias

Date de publication :

26/01/2004

Langue :

Anglais

Format :

.doc

Nombre de pages :

24 pages

Niveau :

expert

Consulté :

35 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Presentation
1. Definition
2. The consumers
3. The characters, the movies
4. The marketing
The investment of products in films : What tool of communication for companies ?
1. Functioning and actors
2. The attractions of the investment of products for the various actors
3. A particular marketing tool of communication
By products : Brand extension
1. Terminology
2. The brand extension : Competitive advantage for the company
3. Perception of the extension by the consumer
4. The risks
Study of the case « Star Wars » : An unprecented phenomenon
1. Introduction
2. The « Star Wars machine »
3. The segmentation
4. The policy of communication, the major factor of the marketing success of the by-products
5. The firms which have the Force !
6. Balance of the commercial operation

Résumé :

This dissertation, which deals with the subject of the by-products of the cinema, will follow a progress putting in evidence the marketing method implemented for the broadcasting of this type of product.
We shall explain the concept in him even by becoming attached to its characteristics, then we shall follow by a study of the marketing within the film, with the investments of products. We shall then consider by-products as leading extension before studying in detail the case Star Wars, real phenomenon of by-products.
The used methodology was the following one : Research for articles, for clipping, as well as in various works being interested in the marketing of the cinema. This essay will serve finally for opening tracks of additional research being able to be of use to a future work