Marketing Principles for Movies: The 4 P's, Marketing Mix, Target Markets & Loyalty Programmes

Running head: MARKETING PRINCIPLES 1
Marketing Principles
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MARKETING PRINCIPLES 2
Marketing Principles
Assignment 1
The 4 P’s, The Marketing Mix, Target Markets & Loyalty Programmes
Introduction
The product chosen for this report is movies. The motion picture industry was incepted in 19th
century through a sequence of hi-tech developments: the study of animal and human locomotion,
the innovation of the chimera of motion by combining individual stationary images, and the
creation of photography. The background of movies commenced with these technological
developments, wherein the initiative of the motion pictures as a form of entertainment first
started. Since then, the movies have undergone extraordinary changes, some driven by the by
money-making necessity, some by inventive visions of individual participants, and still others by
accident (DiMare, 2011). This essay will look at various marketing theories and how they apply
to movies as a commercial product. These include the theory of the 4 P’s, the theory of the
marketing mix, the theory of target markets, as well as the theory of loyalty programmes.
Analysis
The 4 P’s
Business firms normally desire to utilize the marketing mix in an attempt to set up their
marketing strategies in the best way possible. In early 1960s, E. Jerome McCarthy, a marketer
from the US developed a model by means of the marketing mix which he referred to as the 4 P’s.
These 4P‘s are Product, Promotion, Place, and Price (Dogra & Ghuman, 2010).

MARKETING PRINCIPLES 3
In regards to Jerome, marketers can come up with an efficient marketing plan and enhance
results of operations by use of the correct combination and variables of the 4 P’s. Jerome’s 4P‘s
are particularly applicable in the marketing of consumer goods (B2C), like durable goods such as
cars and white goods. Nonetheless, this marketing mix theory is as well useful for B2B. For
instance, stationery supplies for corporations and movies in which the 4P‘s are applied in the
most efficient manner possible (Dogra & Ghuman, 2010).
Application of the 4 P’s to movies product
The marketing mix of movies is composed of the above four exceptional but interrelated and
mutually dependent variables (the 4 P’s) which help marketers in determining a clear and
efficient strategy to bringing any movie product to market. Every component is vital in its own
right and requires to be given due focus.
The Movie as Product: Movie, as a product comprises of intellectual property which can be
ported in various deliverables: video tapes, DVDs, theatrical exhibit, non-theatrical exhibit,
television and cable broadcast, collectible editions, Internet-served, CDs of the soundtrack, and
then there is the split dimensions of foreign, domestic, and niche markets. Not to talk about
supplementary products such as posters, games, toys, and even restaurants for successful
franchises (Segrave, 2014). There is also product placements, endorsements, franchise rights, --
and a horde of offshoots which are purchased and sold, rented, and leased. As (Pankow,

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2008)notes, the digital movie product is as well a service. Cinemas as services provide
entertainment in someone's home or in a theater.
Movie Price: In the contemporary digital world of entertainment, there are various pricing
mechanisms applied like festivals, downloads, delayed broadcasts, pay-per-view, subscription
services, group 4-wall rentals, title rentals, licenses, bundled deals, theatrical tickets, special
releases, title sales, cable channels and now there are games and movies on mobile phones, on
iPods and on electronic billboards (Noam, 2018). One characteristic of movie pricing is that it is
a long procedure. It can be compared to a bucket brigade carrying the payload to the burning fire.
Every film provider sells for the next user in the long chain, whilst keeping an eye on the final
consumer. The process starts with screenwriters who sell to movie producers. The producers
vend to distributors and investors. Then the distributors and investors wholesale to chain stores,
Internet dealers, and exhibitors. Retailers vend to individuals and families or groups
(communities). Families "vend" to friends and other family members. At a first quick look,
movie pricing appears very standardized and regular. However, in the pre-consumer phases, film
prices vary extensively. Marketers can structure a given distribution deal in many ways which
bring about very different earnings for the producer (Osborne, 2003).
The Place of Movies: Given the ever-inventive consumerist energy in the world of
entertainment, individuals find places for entertainment not only through conventional broadcast
and theaters, but in homes, over phones, through clubs, by ship, plane over the Internet, and on
street corners. Some of the technologies which have offered venues for creative sales of digital
media such as movies include WYSIWIG interfaces, broadband hard disk miniaturization,
simulators, cellular phones, database tools, as well as the increasing options in integrated home
theater systems (Clarke, Pfannhauser, & A Doel, 2009).