MKT401: Competitive Analysis of Disney/Marvel Clothing Products

This report analyzes the competitive landscape for Disney and Marvel clothing, focusing on T-shirts and accessories. It identifies direct competitors like DC Comics, Sony, and Viacom, and highlights their product offerings. The report emphasizes the advantages of Disney/Marvel products, such as character popularity and brand recognition, compared to competitors' offerings. It examines target customers (8-15 and 16-40 age groups), product appeal, advertising strategies (social media, billboards), and the value of brand reputation. The report also outlines the types of marketing used, including a scalable model, and the distribution methods employed to reach consumers.

Running head: MARKETING
Competitive Analysis and Marketing Considerations
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Author Note:

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Table of Contents
Introduction................................................................................................................................3
Direct Competitors.....................................................................................................................3
Product offered by competitors..................................................................................................3
Figure No 1: DC Comics Merchandise..................................................................................4
Advantages of the competitor’s product....................................................................................4
Advantages of the Disney/ Marvel Product...............................................................................4
Figure No 2: Marvel Online Store.........................................................................................5
Target Customers of the product................................................................................................5
Product/ Service Appeal over the needs of the customers.........................................................6
Advertisement Planning.............................................................................................................6
Advertisement Appeal rate.........................................................................................................6
Highlighting of the value or Unique products............................................................................6
Types of marketing that will be used to attract customers.........................................................6
Distribution of the Products.......................................................................................................6
References..................................................................................................................................7

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Introduction
The following report is based on the identification and description of the competitive
landscape for a specific product. The report has chosen the Disney clothing along with its
subsidiary Marvel as the main company. Though Disney along with Marvel has been better
known for different kinds of media and entertainment programs, the report here has dealt
with their subsidiary that produces T-shirts and other kinds of clothing accessories
(shopdisney.com, 2019). The different perspectives related to the competitive business
environment has been presented here in this report.
Direct Competitors
The company has established a good name for itself in the clothing market with theme
based T-Shirts based on different superheroes and superhero series like Iron Man, Black
Panther, The Avengers and Many more as such. Disney has some direct competitors in the
form of some other major media companies. Tis includes the likes of DC Comics, Sony
Corporation and Viacom which are directly the competitors of the company.
Product offered by competitors
The major products offered by the competitors are similar in nature which are
different form of T-shirts and major clothing accessories. DC comics has a dedicated range of
clothing products that are sold by them. This includes Batman themed or Justice League
themed Superhero T-Shirts. This kinds of the T-Shirts has a strong appeal and is able to
attract customers with ease.

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Figure No 1: DC Comics Merchandise
Source: (shopdcentertainment.com, 2019)
Advantages of the competitor’s product
The major advantage of the products of the competitors is the fact that the DC comics
themed or Viacom clothing accessories are easily available through different online sites and
are also priced reasonably (shopdcentertainment.com, 2019). The reasonable price of these
products lead to a better advantage for these companies in some financially backward
countries where there is a high demand for these products but the affordability of the
customers is quite lower.
Advantages of the Disney/ Marvel Product
The biggest advantage of the clothing products produced by the Walt Disney
Company has been the popularity and scope of the different characters created by the
company. The Disney characters like that of Mickey Mouse is one of the all-time favourites
of people and a majority section of the crowd is easily attracted towards Mickey Mouse

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themed T-Shirts. On the other hand, the likes of the Marvel characters like Avengers have
created a huge fan base worldwide and people have widely accepted their superiority and
popularity over the other superhero characters. This has helped to fuel the sale of the Marvel
themed clothing in a strong manner.
Figure No 2: Marvel Online Store
Source: (shop.marvel.com, 2019)
Target Customers of the product
The major target customers of the product has been divided into two different
categories which includes the generation in between 8-15 years of age 16 to 40 years of age.
The first age group in between 8-16 years has been the targeted children who hold a large
market share of Disney T-Shirts which have been the best sellers of the company. On the
other hand, the popularity of the Avengers series has prompted the company to produce T-
Shirts which have been the favourite of the next age group.

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Product/ Service Appeal over the needs of the customers
As mentioned earlier in the report, the product appeal of the products is based on the
popularity of the different kinds of the Marvel themed product that has been based on the
success of the business (shop.marvel.com, 2019). The success of the superheroes has been the
major appeal to the customers.
Advertisement Planning
The advertisement of the products is generally completed through the likes of major
social media campaigns, Signboard displays, electronic displays and displays before the start
of Disney themed films and web series (Mayes-Elma, 2018).
Advertisement Appeal rate
The social media advertisement will have a large appeal rate due to its huge outreach
and will provide the perfect base for the growth of the T-Shirt market of the business.
Highlighting of the value or Unique products
The major value of the Disney themed T-Shirts lies on the brand reputation and high
quality of the products. The popularity of Disney and its outreach globally has been the major
value for the products.
Types of marketing that will be used to attract customers
The Disney Company follows a scalable marketing model where the company brands
its fuel and value propositions and generate a large number of diverse revenue streams.
Distribution of the Products
The products will be distributed through a dedicated supply chain involving the third
party logistics system.

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References
Disney Clothing | shopDisney. (2019). Retrieved 21 December 2019, from
https://www.shopdisney.com/franchises/disney/clothing/
Disney.com | The official home for all things Disney. (2019). Retrieved 21 December 2019,
from https://www.disney.com/
Knight, A. (2017). Have a nice day: A pop-culture history of the t-shirt. Kill Your Darlings,
(Jul-Dec 2017), 17.
Marvel Shop | Official Site for Marvel Toys, Clothing & Merchandise. (2019). Retrieved 21
December 2019, from https://shop.marvel.com/
Mayes-Elma, R. (2018). From Miley merchandising to pop princess peddling: the Hannah
Montana phenomenon. In Kinderculture (pp. 173-186). Routledge.
Shop DC Entertainment | Officially Licensed Store of DC. (2019). Retrieved 21 December
2019, from http://www.shopdcentertainment.com/home.do