Harry
...pany’s history and its general aspects, the marketing environment , market segmentation and positioning, customer relations, competitive advantage, and other topics that are directly bound to the above –mentioned aspects. 1. History Joanne Kathleen Rowling is today known as one of the successful and talented writers of children’s tales or books. She is a good story teller and has achieved great success from the stories she writes. One of her most successful stories which made her to be so popular and as such seen upon as one the richest lady in Britain is Harry Potter. She is worth appoximately around $1 billion. The idea of Harry Potter came to her, on one of her return journey to London with her boyfriend. The train delayed for about four hours and this was the time, Rowling thought of the wizard ‘Harry Potter’. She starts to imagine about a bespectacled guy who did not know he was a wizard. When she started writing about this tale, many ideas started flowing into her mind about Hogwarts School of witchcraft. Rowling was so much inspired with her first tales about `Harry Potter and the Philosophers Stone’. Most of her tales or characters in the novel, where chosen or compared to her childhood experience and this made most of her stories to be real and interesting to both her target group and even adults who are interested to buy for their children. All the characters chosen in Rowling’s stories seems to have a mystery behind their background. In 1996, Rowling completed her first book after going through some difficulties in life. Despite the difficulties she went through and the fact that, they refused to publish her books, she was determined and had courage to continue with her writings and she ended up successfully by making huge sales and winning more customers. The total sales of the books are up to 270 million copies at the beginning of july 2005. Up to then the book has been translated into 62 languages. The sales value of the brand are up to july 2005 a stunning $ 3 billion! 2. Products and events Harry Potter is meant to entertain and satisfy the needs of various readers especially lovers of children’s tales. Rowling came up with so many interesting books which were mostly produced in London and later outsource to many European country’s and the United states where it made one of the highest sales. The research and development of new products is carried out in a joint venture with other companies. The main focus is selling the products to other businesses and meeting the requirements of her customers. Also her main focus is based on business to business relationship. The companies mission is supported with either business or marketing objectives. Harry Potter overall objective is to create or produce interesting books written in plain English or any translated language and as such will be appealing to most readers, provide a better quality of life. Improving profits is another major business objective. Profits can be improved by increasing sales or reducing costs. Sales could be improved by entering the company’s share of the Harry Potter’s market, by entering new foreign markets, or both. These goals then become the company’s current marketing objectives. 3. Marketing objectives Marketing Objectives Harry Potter establishes her as professionals. Therefore her measurable and specific objective is to knowledgeable books that provide better quality of life to the consumers. Vision statement Harry Potter will provide a better quality of life. Mission Statement It will provide a great service in order to achieve a more positive perception towards life for end users of our products. Positioning She interns to place in mind of customers on the basis of unique attractive image. Most of the books are sold world wide and it is translated in over 62 languages. Brand extension In a couple of years, after the publication of her first book` Harry Potter ‘ her brand names were worldwide in the minds of customers. Target Market Her target market within the consumer market consists young children between the age of 9-12.within time she is determine to replace the companies that have been supplying this part of her target market. Place and Distribution Most of Rowling’s books were distributed to bookstores, retailers, U.S,Britain,Germany, Thailand and many European countries. 4. Development Recent Development and upcoming Strengths The parents for today will be prime target for marketers with bright ideas. They participates in most of the campaigns, attain parties organised by Rowling, as such most of her shows which are very appealing though full of mystery but they do encourage their children to attain them and as such read most of the books for entertainment as well as learning more about boarding school life which is very interesting to pass through. However, many young and adults developed high ambitions to read most of these mystery books. From global marketing, Harry Potter was able to make huge sales within a couple of years and this cause to be known as one of the richest ladies in England. Brand Management Harry Potter has developed a successful image due to the skilful ability of the writer, in the manner she presents her stories which has lead her today as one of the most successful writer`s.Her main key was to make her stories desirable to readers and with this she puts in more effort to make her books come out successfully. By 1996, Harry Potter `s popularity was very high in the international markets. Harry Potter were exposed to exclusive bookstores, retail shops and most of her movies where shown in Cinema halls. Further, sponsorship plays a major role in Harry Potter’s brand management. Unlike its competitors, her main aim is not to display label but to communicate a message to her customers For instance, she writes most of her tales referring to her childhood experience which she made most of her stories real. It was very important to find the right timing for launching Harry Potter. As the popularity of Harry Potter grows, hence the demand for these books was very high. As the first move, she could make essential market experience and the customer the impression of having been present in this market. Moreover, Harry Potter created a web presence, which fit its image. The home page displayed various advertisements. Harry Potter had become very popular for the previous years, inducing increased sales. 4. Advertisement and Promotion campaigns Good use of advertising media and promotion campaigns call the attention of many people. Some of the promotional strategy used at the movies attracted the audience especially the costumes of Harry potters characters in the moving. Also the marketing promotional Campaigns serves as an important tool because it involves lots of activities such as midnight parties, distribution of part of freebies, clocks etc. Customer relations and creation of competitive advantage The company ever since then has tried to manage demand, customers and gain trust thus provision of a competitive advantage, as many customers become loyal due to the services they are given and quality knowledgeable products they receive. 4. SWOT Strength The author’s useful use of language, simple English and creativity, she was able to come up with very interesting and entertaining novels such as Harry Potter which was a launch at the right time and as such this led to great success in the life of the author and she is now known as a billionaire despite all the difficulties she went through. Harry Potter was a very popular book and as such huge sales were made from it. Rowling was lucky to receive many awards such as the award of the ` officer of the Most Excellent Order of the British Empire”, Book awards “Children’s Book of the y...