Marvel Case Study Essay

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Case Study: Marvel

What does Marvel’s current Success look like?

Marvel’s current success is largely thanks to a three-pronged approach. It utilizes its characters fame to promote revenue in comic book publishing, toys, and licensing. After successfully navigating a near collapse, the company has re-invented itself by truly focusing on its library of characters. By redeveloping its products – like focusing on quality of publishing, modernizing for younger generations, changing structure to four to six issues, and segmenting by age – Marvel has managed to produce more sought after, accessible products. Add to that its ability to license and contribute in the creation of toys with relatively little risk, and one can realize where a good …show more content…

Each one of Marvel’s three divisions is of great importance. Especially as they create a synergistic effect. Meaning that the three facets of Marvel create a core more important than the sum of its parts.
First, the comic books have helped create and build the characters. Enabling heroes and villains to embed themselves in culture and then creat a living memory in consumers of all kinds of demographics. With the added benefit of creating “die-hard” consumers like many who attend Comic Con events.
Licensing the rights to products like the Spider-Man movie (which arguably become a type of “Above the line” marketing) enable huge audiences to experience the Spider-Man product at once and spurs, as mentioned in the case study, a wave of sales of character-related merchandise. Which prompt designers to create things like the Hulk arms and Spider-Man Web Blaster. These, along with the comics, mutually reinforce each other.
The toy industry is another seemingly low risk area for Marvel. As Marvel does not manufacture toys, the logistics associated with such production is not a great concern to them. They enjoy the benefits of simply designing and dictating how the toy must look, can package as they please and create a lucrative accessories market as well. An eight-year-old who possesses a Hulk toy wants to watch a hulk movie and after watching the movie wants then to purchase a comic book or a new version of the toy. The respective

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