DreamWorks Marketing Mix

Introduction

In 2008, DreamWorks Animation generated over $650 million through its development and production of computer generated animated films and TV specials. Operating out of Glendale, California, DreamWorks employs approximately 1,700 people. Would you like to take a lesson on the marketing mix?

Originating in 1994, DreamWorks was launched by a partnership of Steven Spielburg, Jeffrey Katzenburg and David Coffin. In 2001, the company released Shrek movie. Shrek won the first-ever Academy Award for Best Animated Feature in 2001. The company executed a seven-year distribution agreement with Paramount Pictures for the rights to distribute DreamWorks Animation films in theatrical, home entertainment and television markets worldwide in 2005.

Product

  • DreamWorks Animation develops and produces CG animated feature films among its output include CG animated films, Non CG animated films, widgets and games. DreamWorks also produces movies such as Bee Movie, Flushed Away, How to Train Your Dragon, Kung Fu Panda, Madagascar, Shark Tale, Shrek 2, Shrek the Third and Sinbad: Legend of the Seven Seas.
  • DreamWorks Television is a television production division of DreamWorks SKG which has produced telivision programing such as Carpooler, The Pacific, The United States of Tara and The Contender. It has also produced TV specials such as Shrek the Halls and Merry Madacascar.
  • All of DreamWorks Animation's feature films are now being produced in 3D.

Price

  • Blu-ray discs ($25.99) at Toys or Us, Madagascar ($25.99) at Toys or Us, and Disturbia.
  • Shrek DVDs ranging from $10.99 on ebay to $59 on Amazon.
  • How to Train Your Dragon $199 from DreamWorks animation.
  • 5 Pack of Hit dream Movies (including Antz) on Google Products for $35.

Place

  • Currently, United International Pictures, a joint venture of Paramount and Universal, has the rights to release DreamWorks' films internationally, and will also handle releases from the new DreamWorks.

Promotion

  • DreamWorks Animation hosted the first a live streaming event about Shrek Forever.
  • Shrek fans were able to use Facebook to send questions and messages, chat and invite others to attend the Green Carpet Coverage.
  • DreamWorks partnered with McDonalds for the production of a Shrek Forever” themed happy Meal. The project will use Shrek to encourage kids to eat more fruits, vegetables and dairy products. The May 14th launch will be followed up by an international launch.

Process

  • DreamWorks is co-producing some projects with its competitors (and sharing profits from) six other studios’ summer blockbusters, including Paramount’s Transformers: Revenge of the Fallen and The Uninvited in addition to Montecito Pictures’ I Love You Man. These arrangements have enabled DreamWorks to reduce its risk, even as it increased profits. Currently, United International Pictures, a joint venture of Paramount and Universal, has the rights to release DreamWorks' films internationally, and will also handle releases from the new DreamWorks.

Physical Evidence

  • DreamWorks is located at 1000 Flower Street in Glendale California.
  • DreamWorks boasts a well recognized logo features a young boy sitting on a crescent moon with fishing pole in hand. The music accompanying the logo to start each new DreamWorks movie was composed by John Williams. The main logo shows the scene at night, while the DreamWorks Animation logo reflects the same image in daylight.
  • DreamWorks studios has a website which provides news on forthcoming studio productions such as “Quartermain “, as well as its leadership team. In addition DreamWorks Animation sports a website dominated by the latest Shrek movie related items.

People

  • DreamWorks was founded by Steven Spielberg, Jeffery Katzenberg and David Geffin. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques.
  • Heather O’Conner assumed the role of DreamWorks Chief Accounting Officer in 2010, taking the Place of Phil Cross who will remain a consultant to the company.
  • Kelly Avery is the head of Franchise Strategy & Distribution where she is responsible for overseeing the development of the studio's global franchise plan, including new product and business initiatives.
  • DreamWorks is listed number six among the Top One Hundred Companies to Work For.

Disclaimer:
This case study has been compiled from information freely available from public sources. It is merely intended to be used for educational purposes only.

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