Marketing Plan for Breath Movie: Strategies for Successful Promotion

This report presents a marketing plan for the Australian movie Breath, released in 2017. The report analyzes marketing strategies, target market, advertising strategies, publicity, and digital marketing. The 7 P's of marketing are discussed in detail. The report concludes that a better marketing strategy can make the movie more profitable.

Running head: MARKETING PLAN
Marketing Plan
Name of the Student
Name of the University
Author Note

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Executive Summary
The purpose of the following report is to recognize the scope for better marketing campaign in
order to make the things successful. The customers should be satisfied with the service quality.
In this context, the content of the movie must be of such a quality that the target customers
should be able to gain interest in this movie. The publicity and advertising strategies of the
movie are discussed in this report. Apart from that the marketing plan for the movie have been
planned in a way to make it more effective.

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Table of Contents
Introduction......................................................................................................................................3
Section 1: Analysis..........................................................................................................................3
Marketing strategies.....................................................................................................................3
Target market...............................................................................................................................4
Advertising strategies..................................................................................................................4
Publicity.......................................................................................................................................4
Digital marketing.........................................................................................................................5
Section 2: Marketing Plan...............................................................................................................6
7 P’s of Marketing.......................................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The following report will present the idea of the strategies that are followed so that new
films could be campaigned. The chosen movie to write this paper is the Australian movie Breath
that was released in Australia in the month of September in 2017. One of the most useful
campaigns for doing this marketing campaign for the movies is to digital marketing for the
movies. The movie can be considered as a thriller and it is very interesting to drag the people
towards the theatres. The characters of the movie are very strong since the movie is based on the
novel named Breath by Tim Wanton. The various issues will be highlighted in this paper as to
how the company could attract the movie buffs towards them and make the film a successful
entertainment product. The movie is directed by Simon Baker. The probable marketing plan for
the potential success of the movie will also be discussed as well (Ferrell & Hartline, 2012).
Section 1: Analysis
Marketing strategies
The plot of the movie has been a challenging one since the novel itself had received some
following as well. This is why the task of making strategies to fetch the audience had become
quite easier. The distribution of the movies will have to be made in such a way that it gets the
maximum number of theatres in the big cities (Ferrell & Hartline, 2012). The awareness of the
target audience should be made in order to capture their attraction. The funding for the film
should be made in the way that the ticket prices could be easily affordable to the target market.
This movie had the potential to become a blockbuster because the strong plot it has. The brand
value is important in this case because the production house of this movie is Gran Via that has
produced such good films in the past as well (Chaffey & Ellis-Chadwick, 2012). The movie is

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distributed by FilmRise that is also a very good and reputed body as well. They will distribute
the film in the biggest multiplex houses where they can get the most profits indeed. The show
timings should be set in a way that the target audience can afford after doing their every day
works (Chaffey & Ellis-Chadwick, 2012).
Target market
The target market that could be set for this movie is that of the teenagers and the youth.
This movie has addressed the complexities when two young people face several adversities as
they meet with another guy (Baker, 2014). As the mysteries unfold, the boys at early youth
within 25 years of age and the teenagers will feel most attached to it as well (Smith, 2013).
Advertising strategies
The advertising strategies will have to be done in order to make the target audience aware
of all the things related to the film. The advertising strategies must be according to the fan base
of the main protagonists of the movie like Samson Coolter and Ben Spence. The content had
been very strong this is why not much effort would have to be put to the movie for attracting the
audience (Baker, 2014). Some remarkable public stunts can be made by the production team.
The press conferences were arranged and the famous stars were invited as well. The glimpse of
the story could be provided in the public meetings between the target audience and the director
of the film as well (Grunig, 2013).
Publicity
The publicity stunt is a very important issue for the marketing strategy of the Breath
movie. The journalists, critics and others should be invited to the press meetings. The video
advertising should be very important issue in this situation indeed (Fifield, 2012). The word of

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mouth strategy should be used in the strategy making for the entire film as well. The remarkable
things about the film could be portrayed in this scenario as well. The publicity stunts can also be
made by sharing the trailers of the film on YouTube. The famous bloggers also could be invited
to the event as well. This will be a very interesting aspect for the promotion of the film (Fifield,
2012).
Digital marketing
Another important matter for the proper promotion of the movie Breath mainly rely on
the digital marketing process (Gordon, 2012). In the modern days, digital marketing has evolved
as one of the most important and influential processes for arranging the marketing campaign for
the films as well (Lovelock & Patterson, 2015). The YouTube is a very strong platform for the
campaigning of the films in the best ways. The social media games on Facebook will also help in
the promotion of the films as well. It is very important to create the buzz about the film. The
Facebook pages should be created properly and all the initial information should be included in
those pages (Gordon, 2012).
The publicity of the film can be done only when the number of followers could increase.
The arrangement of the ‘mini press junket’ will also cater to the success of the film in the entire
major cities like Adelaide, Melbourne, Sydney and Brisbane (Lovelock & Patterson, 2015). All
the necessary information should be available in the search engine like Google. This will be
helpful for the audience on whether they would take out their time to watch the movie on theatre
or not. The interviews in the print media like newspapers and film magazines should be
published (Singh, 2012). These things will be very much helpful in addressing the various issues
in reaching the important information to the target audience through their online portals and the
social media platforms.

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Section 2: Marketing Plan
7 P’s of Marketing
One of the most important analytical tools to understand the value of marketing plan is to
develop a discussion the 7 P’s of marketing. These various elements are Promotion, Place, Price,
Product, People, Process and Physical Evidence (Crisp, 2015).
Product
It is very important to see the movie Breath as an entertainment product. The viewers or
the audience will have to be attracted towards this product. The content of the film should be
such that the target consumers should always feel an intimate connection with the audience. The
director has already made a general survey about the acceptance of the content of the movie. The
positive response from the people has been very influential indeed (Singh, 2012).
Price
The price relating to the movie Breath will be the price of the tickets. The price of the
tickets should be kept at a level as the target customers would be able to buy the tickets. The
digital marketing should allow the customers to buy the tickets of the movie online as well. As
the customers are mainly the people at their early youth and the teenagers, they will not be able
to pay much money.
Place
The product should be distributed among the customers in a manner that the customers
should find it easy to avail the products. In this case, the movie should be displayed in the best
movie theatres across the county. It will be very much important for the entire customer base as

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well. The movie posters should be displayed in the most popular places in the city. This will
make more publicity for the film in the most interesting ways (Kapferer & Bastien, 2012).
Promotion
The promotion should be made through the online and offline modes in the best ways. It
will be highly important to note that the successful promotion of the movie. The director and the
production team if the movie must possess the proper public relation skills as well. The word of
mouth strategy will be the best strategy in this scenario.
People
The front line staff of the concerned organization is mainly considered as the people over
here. This is why the movie would require its main heroes and their director to come forward and
take the responsibility of the making the proper promotion for the film by portraying its major
positive things (Kapferer & Bastien, 2012).
Processes
The service delivery is the main process over here in this tool. In this case the release of
the movie and its subsequent public response can be considered as the main processes in this
context (Parente & Strausbaugh-Hutchinson, 2014).
Physical Evidence
The service should be intangible and this requires for the entire process to be carried out
through the physical evidence. In this section, it should be mentioned that the physical evidence
for this movie should be the tickets of the movie, the appearance of the main people of the movie
at the theatres and many more.

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Conclusion
The report can be concluded in the way that the movie in Australia released in 2017
named Breath could make more profits with the help of a better marketing strategy indeed. The
analysis of the 7 P’s has showed the necessity of making much better marketing plan so the
entire process can be a very successful one. The implementation of the plan and the use of the
digital marketing process should be used properly in this context as well. This means as an
entertainment product for the people of Australia, the movie should have made more profits with
more publicity and advertising.

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References
Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher
Education.
Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing: strategy, implementation and
practice (Vol. 5). Harlow: Pearson.
Crisp, V. (2015). Film distribution in the digital age: Pirates and professionals. Springer.
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text and cases. Nelson Education.
Fifield, P. (2012). Marketing strategy. Routledge.
Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ), 20(2), 122-126.
Grunig, J. E. (2013). Excellence in public relations and communication management. Routledge.
Kapferer, J. N., & Bastien, V. (2012). The luxury strategy: Break the rules of marketing to build
luxury brands. Kogan page publishers.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.
Singh, M. (2012). Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business
and Management, 3(6), 40-45.
Smith, R. D. (2013). Strategic planning for public relations. Routledge.

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