Marketing Plan for the Film Idiocracy

Marketing Plan for the Film Idiocracy

In an organization the marketing managers follow a marketing process to carry out their responsibilities. Working within the plans set by the levels above them, product managers come up with a marketing plan for individual products, lines, brands, channels, or customer groups. Each product level must develop a marketing plan for achieving its goals. “A marketing plan is a written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives” (Wood, 2003).

Marketing plans are becoming more customer-and competitor-oriented and better responded and more realistic than in the past. ‘’The plans draw more inputs from all the functions and are team-developed. Marketing executive increasingly see themselves as professional managers first, and specialists second” (Kumar, 2003, p.26).  Planning is becoming a continuous process to respond to rapidly changing market conditions.

Chapter 1

Executive Summery

This section summarizes the main goals, recommendation and points as an overview for senior managers who must read and approve the marketing plan (Kotler and Armstrong, 2001). Director Mike Judge is venturing into lunching a new film, Idiocracy, in a mature market. Despite of some new hot film Idiocracy offers a combining of exclusive features. The film targeting specific segments in the customer and business markets, taking advantages of opportunities indicated by higher demand for easy to download, available DVD. The primary market objectives of this plan are to achieve 50% of theater market and $20 million on DVD rentals.

Chapter 2

Current Market Situation

In this section, marketing managers discuss the overall market, identify the market segments managers will target, and provide information about the current situation (Kotler and Armstrong, 2001).

Target Markets

• Recreational
• Comedy
• Scientific
• Romantic
• Educational

Target market forecast-

Idiocracy film manager search 3 years film market condition and carefully target specific market segments.

Chapter 3

Market Description

By describing the targeted segments in detail, marketers provide contest for the marketing strategies and detailedaction programs discussed later in the plan. Idiocracy film manager teenager, educated person, scientist, DVD users. The following table shows the film Idiocracy addresses the need of targeted customer and business segments.

Chapter 4

SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats of the film Idiocracy.

1. Strengths: “Strengths refer to the competitive advantages and other distinctive competencies that a company can exert in the market place. Andrews notes that “the distinctive competence of an organization is more than what it can do; it is what it can do particularly well.” (Andrews, 1971, p. 97 and Allan, 06 June 2007).
2. Weaknesses: weaknesses are internal elements that may interfere with the company’s ability to achieve its objectives.
3. Opportunities: Opportunities are external elements that the company may be able to exploit to its advantages.
4. Threats: threats are current or emerging external elements that may possibly challenge the company’s performance (Hawkins and Best, 2008, p. 45).

Chapter 5

Marketing Strategy

The key to the marketing strategy is focusing on the director Mike Judge, actor, actress and exceptional film story and for this reason Idiocracy can cover about 80 percent of theatre market.

Chapter 6

Marketing Research

Management should explain in the section how marketing research will be used to support development, implementation and evaluation of strategies and action programs. (Kotler & Armstrong, p. 34). By the help of research, film marketing manager identifying the specific features and benefits that target market segments value. Feedback from market tests, surveys, and focus groups will help the marketing manager to develop the film.

Chapter 7

Financials

This section will offer the financial overview of Idiocracy film related to marketing activities. The film will address break-even-analysis, sales forecasts, expense forecast, and indicate how these activities link to the marketing strategy.

Monthly Break-even point

Break-even point= where line intersects with 0

Break-even Analysis (Bellow figure is hypothetical)

Chapter 8

Sales Forecast

Idiocracy film marketingmanager feels that the sales forecast figures are conservative. It will steadily increase sales as the advertising budget allows. Although the target market forecast (tab) listed all of the potential customers divided into separated groups, the sales forecast groups’ customers into two categories: Recreational and Competitive. Reducing the number of categories allows the reader to quickly discern information, making the chart more functional.

Monthly Sales Forecast

Sale Forecast (Bellow figure is hypothetical)

Chapter 9

Expenses Forecast

The expense forecast will be used as a tool to keep the department on target and provide indicators when modifications are needed for the proper implementation of the marketing plan.

Marketing Expenses Budget

Marketing Expensive Budget (Bellow figure is hypothetical)

• Controls: The purpose of Idiocracy film’s marketing plan is to serve as a guide for the organization. The following areas will b monitored to gauge performance:

Revenue: Monthly and annual

Expenses: Monthly and annual

Customer satisfaction

New product Development

Milestones: (Bellow figure is hypothetical)