DC COMICS 1
DC Comics: A Marketing Plan, Part 1
Full Name
Name of University
September 28, 2013
DC COMICS 2
Executive Summary
Based on the findings presented in Part 1 of this marketing plan, Part 2
presents a marketing strategy for DC Comics that is premised on cross-platform
promotion, cross-branding, and the diversification of revenue streams on the basis
of intellectual property potency. Setting marketing objectives pertaining to retaining
and growing market share while diversifying revenue streams, the plan proposes
that DC must make use of the economies-of-scale and visibility opportunities
brought forth by its Hollywood partnerships. Arguing that the firm should use a
cross-platform campaign so as to maintain the allegiance of extant comic book
hobbyists all the while growing the number of new comic book users, it argues in
favor of a strategy that is centered on the important intellectual property assets, like
Batman and Superman, which DC Comics owns.
DC COMICS 3
Marketing Objectives and Issues Analysis
Beginning with marketing objectives, Boone & Kurtz (2013) note that in the
context of a segmented marketplace; differentiation is typically the best practice for
a firm seeking to entrench its position. At the same time, Wright (2001) notes that
DC Comics’ greatest strengths lie in its intellectual property assets, like Batman and
Superman. Facing the paradox of a situation in which assets indicate the need for
continuity but market conditions indicate a need for differentiation, this marketing
plan premises its recommendations on differentiation within the context of these
intellectual property assets. In this context, Dittmer (2011) notes that the boom in
superhero movies which has occurred over the last several decades is an
