Marvel Comics Case Study Dissertation

Andrea Herrera

Advertising Management

Spring 2013

Case #1 – The ‘Comic' Book is Always Better

Marvel Comic book heroes – Imprinted Edition

Strengths| Weaknesses

Strong Brand Fairness

Strong Financial PositionCore UsersLeadership | Circulation PointsFocus in Digital Growth| Opportunities| Threats

Foreign MarketsPromotion PointPlacement Opportunities| Digital Amusing BooksCompeting Press

Strengths.

a. Strong Company Equity – Marvel Comics has strong name acknowledgement in the United States in addition to most designed markets as well as under-developed market segments. b. Strong Financial Position -- As a Disney owned property, Marvel has a strong financial backer for many years to come and resources with which to pursue opportunities. c. Main Users – Loyal comic book visitors still like paper to digital and though growth is usually small , there is still a 3% progress projected to get the traditional produce version of their products. d. Leadership – Editor-In-Chief, Axel Alonso not only has the experience in the industry although is a amusing book artist himself. His rise from your ranks positions him for both management and vision to move the company forward. Options

a. Foreign Markets – While most of the planet knows SpiderMan, the XMen and the Fantastic 4, not everyone on this world is born. Price from the printed item may give Wonder a foot into expanding nations that hunger for much more from their favourite super characters and as English becomes the required language on the planet, no translation is required. b. Promotion Stage – Miracle needs to invest in promoting printed product through its tv set and cinematic properties. Stories that develop online can continue offline in order to transition fans in to print. c. Placement – No better way to capture new supporters like fainting comic books with movie seat tickets or by screenings. This kind of introduces young fans to the traditional item they may hardly ever even understood existed. An additional placement...



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