Global Segmentation

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Global Segmentation
Fantastic Six
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Pixars Company History

• 1979 Pixar founded as Graphics Group, the
  Computer Division of Lucasfilm launched in 1979
• 1984 - John Lasseter leaves Disney for Lucasfilm

• 1986 Steve Jobs buys the Graphics Group,
  establishes it as independent company called
  Pixar
• 1988 - First Academy Award for Tin Toy

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Company History Continued

• 1992 Pixars CAPS (Computer Assisted Production
  System) Development Team receives Academy Award
• 1993 - Third Academy Award for RenderMan
• 1995 - Toy Story debuts and conquers box office
  fourth Academy Award for digital scanning
  technology

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Company History Continued

• 1997 - A Bug's Life opens at box office two more
  Academy Awards
• 1999 - Toy Story II debuts, breaks box office
  records ninth Academy Award
• 2000 - Company moves to new headquarters in
  Emeryville, California

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Company History Continued

• 2001 Monsters, Inc. becomes highest grossing
  animated film worldwide
• 2003-2004 Finding Nemo The Incredibles
  released

• 2006 Walt Disney Company acquires Pixar for
  7.4 billion
• 2007 Ratatouille released nominated for five
  Oscars

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Company Overview

• Pixar Animation Studios is an Academy Award
  -winning computer animation studio with the
  technical, creative and production capabilities
  to create a new generation of animated feature
  films, merchandise and other related products.

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Company Overview

• Pixar's objective is to combine proprietary
  technology and world-class creative talent to
  develop computer-animated feature films with
  memorable characters and heartwarming stories
  that appeal to audiences of all ages.

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Industry Conditions

• There are approximately 7 major studios (8 if you
  count DreamWorks SKG), 16 mini-major studios, 50
  to 80 major independent production companies and
  over 1,750 smaller independent production
  companies, many of which may never produce even
  one feature or produce only one feature every two
  or more years.
• Market share
• Warner Bros 20
• Disney 17.3
• Sony pictures 15.7
• Universal 13.7
• Fox 12.5
• Paramount 9.9
• Lions Gate 4
• Others 6.9
• Demographics
• In the United States, the two largest groups that
  go to movies are the 16 to 20 year olds and the
  30 to 39 year olds.
• Each group makes up about 19 of movie going
  population.

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Promo History
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Article Summary

• Why did Disney struggle to come up with a
  marketing campaign for Pixars latest picture ?
  Because the Mouse wasn't originally supposed to
  release "Ratatouille.
• Pixar had been counting on Disney to market and
  distribute their original 7 film, according to
  their contract.
• After the release of Cars in 2006, Pixar would
  be on their own to choose what movies they wanted
  to give the green light . They chose
  Ratatouille to be their first un-Disney film to
  open up the market.
• Ratatouille was chosen to attract other
  distribution and marketing companies into
  becoming Pixars new umbrella, since Disney was
  out of the picture.
• Disney eventually bought Pixar before Cars was
  even released in 2006, for 7.4 billion dollars.
• In the past Disney had chosen movies from Pixar
  which they already knew they could market and
  make a great profit off of. Ratatouille was
  not green lighted by Disney, therefore causing a
  problem in the marketing department.
• Disney slapped together a global campaign, but
  their lack of preparation showed. Ratatouille
  only grossed a mere 46 million on its opening
  weekend. One of the lowest in Pixars history.

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Synopsis of Ratatouille

• A rat named Remy dreams of becoming a great chef
  despite his family's wishes and the obvious
  problem of being a rat in a decidedly
  rodent-phobic profession. When fate places Remy
  in the city of Paris, he finds himself ideally
  situated beneath a restaurant made famous by his
  culinary hero, Auguste Gusteau. Despite the
  apparent dangers of being an unwanted visitor in
  the kitchen at one of Paris' most exclusive
  restaurants, Remy forms an unlikely partnership
  with Linguini, the garbage boy, who inadvertently
  discovers Remy's amazing talents. They strike a
  deal, ultimately setting into motion a hilarious
  and exciting chain of extraordinary events that
  turns the culinary world of Paris upside down.
  Remy finds himself torn between following his
  dreams or returning forever to his previous
  existence as a rat. He learns the truth about
  friendship, family and having no choice but to be
  who he really is, a rat who wants to be a chef.

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Ratatouille Trailer

• http//www.youtube.com/watch?vJGSGYiuGgKc

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Pixars Segmentation

• Used psychographics to segment their markets in
  different countries based upon local tastes and
  preferences rather than basing segmentation on
  demographics such as race, age, income, and
  education
• 3 examples from article

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Marketing in United States

• The US has high individualism, shown here by the
  main character pursuing his dreams at all costs
• The US has low power distance, which may be why
  humor is used to drive sales by appealing to a
  younger audience

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Marketing in Asia

• Asia has low individualism so they promote the
  teamwork aspect of Ratatouille

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Marketing in Europe

• Romance is used in France to attract movie goers
  because of their high context culture
• Pixar mentions their past successful movies at
  the top because Europe has high uncertainty
  avoidance

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Questions
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Question 1

• 1. When was Pixar founded?
• A) 1968
• B) 1984
• C) 1990
• D) 1979

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Answer

• D) 1979

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Question 2

• 2. Which major studio has the largest market
  share?
• A) Paramount
• B) Warner Bros
• C) Disney
• D) Lions Gate

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Answer

• B) Warner Bros

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Question 3

• What was the major reason why Ratatouille grossed
  so low opening weekend?
• A) Had competition with another popular movie at
  the box office
• B) Many countries couldnt relate with the theme
  of the movie
• C) The movie did not have a well planned out
  marketing campaign
• D) Pixar used a different type of graphic
  software and many preferred the older Pixar
  movies better

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Answer

• C) Didnt have a well planned out marketing
  campaign

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Question 4

• What type of segmentation did Pixar use for
  Ratatouille?
• A) Behavior segmentation
• B) Demographics
• C) Benefit Segmentation
• D) Psychographics

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Answer

• D) Psychographics

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Question 5

• What was used in the advertising of Ratatouille
  to drive sales in America?
• A) Humor
• B) Friendship
• C) Romance
• D) Family Values

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Answer

• A) Humor

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