The Wizarding World Of Harry Potter Presented by Vikas Manish CS Shahana Shreeya Shobha
The secret of Harry Potter success
• A good product
• Emotional involvement
• Word-of-mouth marketing & an online buzz
• Tease & perpetual marketing
• Brand consistency.
PULL MARKETING
• Harry Potter fans demanded more & more
& more!
• 3 year gap in waiting for new product after
release of first movie & 4th book in 2000 –
3 year gap until next book released.
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Consumers Build Brands
• Emotional involvement
• Relationship brands
• Branded Experiences
• Consumer control, not company control
Lead to
Brand Loyalty, Brand Advocacy, and Word-of-Mouth Marketing
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Word-of-mouth Marketing
• Start with a good product and a brand story
to tell.
• Don’t give it all away.
• Add a viral component.
• Allow a sense of community.
• Join the conversation.
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Brand Consistency
All brand touch points must communicate
consistent brand message, image and promise.
J.K. Rowling as brand guardian and brand
champion
Brand restraint means not overextending the
brand -- No Harry Potter on Happy Meal
Less merchandised than many other brands at
time.
MARKETING TEAM SEES THE
OPPOURTUNITY
Tease & perpetual marketing began.
Always something new to talk about.
Buzz never died.
INTEGRATED MARKETING
• Times Square Jumbotron ads
• Knight Bus in London
• Contests
• Price discounting, product tie-ins, & promotional
discounts at store level for differentiation
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The Brand that Lived
As long as brand extensions
continue to meet consumer
expectations based on the brand
promise
(and J.K. Rowling will make sure they
do)
Harry Potter will be the brand that
lived for many years to come.
Harry Potter Book Series
• Harry Potter & Sorcerer’s Stone – 1997 ( June )
• Harry Potter & Chamber of Secrets – 1998 ( July )
• Harry Potter & Prisoner of Azkaban – 1999 ( July )
• Harry Potter & Goblet of Fire – 2000 ( July )
• Harry Potter & the Order of the Phoenix – 2003(June )
• Harry Potter & Half Blood Prince – 2005 ( July )
• Harry Potter & Deathly Hallows – 2007 ( July )
Develop a Strategic Approach
When J.K. Rowling first started to write the
Harry Potter books , she knew exactly how the
characters and story were going to develop
Viral marketing
Harry Potter is often a trending topic on Twitter,
Facebook events and page are abundant and
thousands of bloggers create posts on their
behalf.
Multi-Channel Approach
• J.K. Rowling used multiple channels to reach
her audience.
• She recognized that her audience ranged from
young children to adults, and she needed to
cater to their interests.
Play Off Your Audience's Personality
If your audience is attracted by a certain
channel or attracted by a certain message, use
it. Having this knowledge about your audience
puts you miles ahead of your competitors.
Create a Distinct Brand
• When you think of Harry Potter a few keywords
come to mind.
• They could be wizard, lightning bolt scar, or
"the boy who lived."
• These characteristics of this book series are
recognized by people who aren't even fans
Performance
• Growth of 13.1 % in sales ( 15.2 lacs units )
• Impressive growth of 19.4% in scooters and 30.3% in mopeds
• Profit of Rs. 88.01 Cr against 31.08 of 2009
• Launched two new products catering entirely new segments of the market (Jive and Wego)
• Doubled it share in domestic three wheeler market with extensive sales of TVS King