Marvel Comics Case Study
Andrea Herrera
Marketing Management
Spring 2013
Case #1 – The ‘Comic’ Book is Always Better
Marvel Comic Books – Printed Edition Strengths | Weaknesses | Strong Brand Equity
Strong Financial PositionCore UsersLeadership | Distribution PointsFocus on Digital Growth | Opportunities | Threats | Foreign MarketsPromotion PointPlacement Opportunities | Digital Comic Books Competing Media |
Strengths. a. Strong Brand Equity – Marvel Comics has strong name recognition in the United States and in most developed markets as well as under-developed markets. b. Strong Financial Position - As a Disney owned property, Marvel has a strong financial backer for decades to come and resources with which to pursue opportunities. c. Core Users – Loyal comic book readers still prefer paper to digital and though growth is small, there is still a 3% growth projected for the traditional print version of their products. d. Leadership – Editor-In-Chief, Axel Alonso not only has the experience in the industry but is a comic book artist himself. His rise from the ranks positions him for both leadership and vision to move the company forward.
Opportunities
a. Foreign Markets – While most of the planet is familiar with SpiderMan, the XMen and the Fantastic Four, not everyone on this planet is wired. Price of the printed product may give Marvel a foot into developing nations that hunger for more from their favorite super heroes and as English becomes the official language of the world, no translation is required. b. Promotion Point – Marvel needs to invest in promoting the print product through its television and cinematic properties. Stories that develop online can continue offline in order to transition fans into print. c. Placement – No better way to capture new fans like passing out comic books with movie tickets or at screenings. This introduces young fans to the traditional product they may never even knew existed. Another
Marketing Management
Spring 2013
Case #1 – The ‘Comic’ Book is Always Better
Marvel Comic Books – Printed Edition Strengths | Weaknesses | Strong Brand Equity
Strong Financial PositionCore UsersLeadership | Distribution PointsFocus on Digital Growth | Opportunities | Threats | Foreign MarketsPromotion PointPlacement Opportunities | Digital Comic Books Competing Media |
Strengths. a. Strong Brand Equity – Marvel Comics has strong name recognition in the United States and in most developed markets as well as under-developed markets. b. Strong Financial Position - As a Disney owned property, Marvel has a strong financial backer for decades to come and resources with which to pursue opportunities. c. Core Users – Loyal comic book readers still prefer paper to digital and though growth is small, there is still a 3% growth projected for the traditional print version of their products. d. Leadership – Editor-In-Chief, Axel Alonso not only has the experience in the industry but is a comic book artist himself. His rise from the ranks positions him for both leadership and vision to move the company forward.
Opportunities
a. Foreign Markets – While most of the planet is familiar with SpiderMan, the XMen and the Fantastic Four, not everyone on this planet is wired. Price of the printed product may give Marvel a foot into developing nations that hunger for more from their favorite super heroes and as English becomes the official language of the world, no translation is required. b. Promotion Point – Marvel needs to invest in promoting the print product through its television and cinematic properties. Stories that develop online can continue offline in order to transition fans into print. c. Placement – No better way to capture new fans like passing out comic books with movie tickets or at screenings. This introduces young fans to the traditional product they may never even knew existed. Another