The Wizarding World Of

Harry Potter

Presented byVikas

ManishCS Shahana

ShreeyaShobha

How many of you knows about Harry potter?

The characters

Harry Potter

•The Dursleys• No Confidence•Not Arrogant•Killing Voldemort

RON WEASLEY

•A comical character

•Jealous of Harry

Hermione Grange

•Very clever

•A well-behaved girl

Albus Dumbledore

The only person that Voldemort feared

An outstanding wizard

Voldemort

•An evil and powerful dark wizard

•Ruling the world

•Tom Marvolo Riddle

Severus Snape

• Picking on Harry

•Loving Harry’s mom

•Protecting Harry

•Spying in the Death Eaters.

Heard about Harry potter from

A friend

A colleague

A family member

A stranger

Harry Potter grew to be a global business phenomenon through

WORD-OF-MOUTH MARKETINGby

CONSUMERS

The secret of Harry Potter success

• A good product

• Emotional involvement

• Word-of-mouth marketing & an online buzz

• Tease & perpetual marketing

• Brand consistency.

PULL MARKETING

• Harry Potter fans demanded more & more

& more!

• 3 year gap in waiting for new product after

release of first movie & 4th book in 2000 –

3 year gap until next book released.

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Consumers Build Brands

• Emotional involvement

• Relationship brands

• Branded Experiences

• Consumer control, not company control

Lead to

Brand Loyalty, Brand Advocacy, and Word-of-Mouth Marketing

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Word-of-mouth Marketing

• Start with a good product and a brand story

to tell.

• Don’t give it all away.

• Add a viral component.

• Allow a sense of community.

• Join the conversation.

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Fans Take Control & Make Harry Potter

Their Own

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Social Media

• Fans sites, fan fiction, fan art, fan blogs,

etc.

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People look for new ways to experience

and share the brand.

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Brand Consistency

All brand touch points must communicate

consistent brand message, image and promise.

J.K. Rowling as brand guardian and brand

champion

Brand restraint means not overextending the

brand -- No Harry Potter on Happy Meal

Less merchandised than many other brands at

time.

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Potter, Potter everywhere!

MARKETING TEAM SEES THE

OPPOURTUNITY

Tease & perpetual marketing began.

Always something new to talk about.

Buzz never died.

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Consumers made Harry Potter a global

phenomenon.

INTEGRATED MARKETING

• Times Square Jumbotron ads

• Knight Bus in London

• Contests

• Price discounting, product tie-ins, & promotional

discounts at store level for differentiation

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The Brand that Lived

As long as brand extensions

continue to meet consumer

expectations based on the brand

promise

(and J.K. Rowling will make sure they

do)

Harry Potter will be the brand that

lived for many years to come.

Harry Potter Book Series

• Harry Potter & Sorcerer’s Stone – 1997 ( June )

• Harry Potter & Chamber of Secrets – 1998 ( July )

• Harry Potter & Prisoner of Azkaban – 1999 ( July )

• Harry Potter & Goblet of Fire – 2000 ( July )

• Harry Potter & the Order of the Phoenix – 2003(June )

• Harry Potter & Half Blood Prince – 2005 ( July )

• Harry Potter & Deathly Hallows – 2007 ( July )

5 Marketing

Lessons from

Harry Potter

Develop a Strategic Approach

When J.K. Rowling first started to write the

Harry Potter books , she knew exactly how the

characters and story were going to develop

Viral marketing

Harry Potter is often a trending topic on Twitter,

Facebook events and page are abundant and

thousands of bloggers create posts on their

behalf.

Multi-Channel Approach

• J.K. Rowling used multiple channels to reach

her audience.

• She recognized that her audience ranged from

young children to adults, and she needed to

cater to their interests.

Play Off Your Audience's Personality

If your audience is attracted by a certain

channel or attracted by a certain message, use

it. Having this knowledge about your audience

puts you miles ahead of your competitors.

Create a Distinct Brand

• When you think of Harry Potter a few keywords

come to mind.

• They could be wizard, lightning bolt scar, or

"the boy who lived."

• These characteristics of this book series are

recognized by people who aren't even fans

Performance

• Growth of 13.1 % in sales ( 15.2 lacs units )

• Impressive growth of 19.4% in scooters and 30.3% in mopeds

• Profit of Rs. 88.01 Cr against 31.08 of 2009

• Launched two new products catering entirely new segments of the market (Jive and Wego)

• Doubled it share in domestic three wheeler market with extensive sales of TVS King