Hanson Production Case Analysis
Hanson Production: Pricing for Opening Day and Recommendations for Marketing Efforts
This report is consistent with our signed Academic Integrity Forms on file with the instructor. Monika Matasova
Klaudia Matasova
Candice Oye
Alex Haggstrom
Kaysen Li
ENTR 3140 S10
October 6th, 2014
Group 2
Team 2
2
CRITICAL ISSUES
1. How to create a marketing plan so that the play can maintain high attendance levels.
2. How to create a pricing plan to recoup capital investment and ensure long-term profitability. 3. How to select a venue in order to ensure audience levels consistently fill a large proportion of available seats.
ANALYSIS
HOW DID WE GET HERE?
Hansen Productions is a 50-year old Broadway production company which won a Tony Award for a previous production …show more content…
OPTIONS
MARKETING OPTIONS
There are multiple advertising options for the musical. These have been separated into four bundles, each one option:
The first bundle consists of print ads such as posters, brochures, bus ads, and newspaper advertisements. This focuses around appealing to those who prefer traditional media and advertisements to word of mouth.
The second bundle centers around electronic media such as television commercials, radio ads, and a Tony Award show campaign. This focuses around appealing to those who don’t like discrete advertisement but don’t mind it mixed in with other media.
The third bundle is Internet-centered. This bundle would include a website dedicated to the musical; internet marketing such as online banners and email blasts. This option is useful to travelers and younger people for whom other options are inaccessible.
The fourth bundle is directed towards direct contact through things such as direct mail, group sale prices, educational programs, hiring a press agent, and a press video. This option is useful for appealing to those who like a personal connection with the company rather than cold, directionless advertisements.
4
Team 2
THEATRE OPTIONS
This report is consistent with our signed Academic Integrity Forms on file with the instructor. Monika Matasova
Klaudia Matasova
Candice Oye
Alex Haggstrom
Kaysen Li
ENTR 3140 S10
October 6th, 2014
Group 2
Team 2
2
CRITICAL ISSUES
1. How to create a marketing plan so that the play can maintain high attendance levels.
2. How to create a pricing plan to recoup capital investment and ensure long-term profitability. 3. How to select a venue in order to ensure audience levels consistently fill a large proportion of available seats.
ANALYSIS
HOW DID WE GET HERE?
Hansen Productions is a 50-year old Broadway production company which won a Tony Award for a previous production …show more content…
OPTIONS
MARKETING OPTIONS
There are multiple advertising options for the musical. These have been separated into four bundles, each one option:
The first bundle consists of print ads such as posters, brochures, bus ads, and newspaper advertisements. This focuses around appealing to those who prefer traditional media and advertisements to word of mouth.
The second bundle centers around electronic media such as television commercials, radio ads, and a Tony Award show campaign. This focuses around appealing to those who don’t like discrete advertisement but don’t mind it mixed in with other media.
The third bundle is Internet-centered. This bundle would include a website dedicated to the musical; internet marketing such as online banners and email blasts. This option is useful to travelers and younger people for whom other options are inaccessible.
The fourth bundle is directed towards direct contact through things such as direct mail, group sale prices, educational programs, hiring a press agent, and a press video. This option is useful for appealing to those who like a personal connection with the company rather than cold, directionless advertisements.
4
Team 2
THEATRE OPTIONS