COMM 103 Lecture Notes - W. M. Keck Observatory, Frito-Lay, Profit Margin
29 Nov 2012
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Document Summary
Disney purchased lucas films (b) and remaking star wars films. + -brand could become generational and be passed down. -could not be appropriate for age demographic that disney targets. + -proven that they can do well with partnerships and entities that they purchased (marvel) + -buying into characters and copyright of all star wars merchandising (not only movies but children"s toys, theme parks etc. ) -diehard fans may see this as a sellout and not the original version of star wars. Pims (profit impact of marketing strategy): tracking of collecting data of how effectively various marketing strategies have worked -> market-share driven strategy, becoming a cost leader. Ros (return on sales): competing on profit margin, and competing less on volume and being a cost leader. All the primary activities add on to the value of the product, and thus create a greater profit margin for the product.
