1. Veronica Aguilar, Nicky Mejia, Stephanie Menendez, Daria Rud,
Maran Soliman, and Grant Yi

2. TABLE OF CONTENTSOverview………………………………………………………………………………………………………………………………………………………………………………………………3
Key Talent……………………………………………………………………………………………………………………………………………………………………………………………4
Company Background………………………………………………………………………………………………………………………………………………………………………...5
Situational Analysis…………………………………………………………………………………………………………………………………………………………………………..6
Competitive Analysis………………………………………………………………………………………………………………………………………………………………………...7
Competitive Analysis: Companies…………………………………………………………………………………………………………………………………………………...8
Target Market: Demographics, Psychographics, Size……………………………………………………………………………………………………………...10
Product Evaluation: Brand Name…………………………………………………………………………………………………………………………………………………...11
Product Evaluation: Packaging………………………………………………………………………………………………………………………………………………………..12
Product Evaluation: Pricing……………………………………………………………………………………………………………………………………………………………..13
Product Evaluation: Channel of Distributions……………………………………………………………………………………………………………………………..14
Marketing Objective………………………………………………………………………………………………………………………………………………………………………..15
Promotion: International Contest………………………………………………………………………………………………………………………………………………….16
Promotion: Social Media Contest…………………………………………………………………………………………………………………………………………………..17
Special Event……………………………………………………………………………………………………………………………………………………………………………………..18
Promotion: Kellogg’s Point of Purchase………………………………………………………………………………………………………………………………………..19
Promotion: Target Sales Promotion and Point of Purchase…………………………………………………………………………………………………….20
Promotion: Disney Sales Promotion and Point of Purchase……………………………………………………………………………………………………..22
Promotion: Disney Point of Purchase at Disney Themed Parks……………………………………………………………………………………………...23
Promotion: Digital Sales Promotion……………………………………………………………………………………………………………………………………………...24
Promotion: Tide Partnership………………………………………………………………………………………………………………………………………………………….25
Promotion: Line Partnership…………………………………………………………………………………………………………………………………………………………..26
Promotion::Macy’s Thanksgiving Parade……………………………………………………………………………………………………………………..……………….27
Advertising: National Publicity……………………………………………………………………………………………………………………………………………………..28
Charity: Anxiety and Depression Association of America………………………………………………………………………………………………………29
Advertising: Television…………………………………………………………………………………………………………………………………………………………………...30
Advertising: Online……………………………………………………………………………………………………………………………………………………………….………….31
Advertising: Magazine…………………………………………………………………………………………………………………………………………………………………….32
Advertising: Out-Of-Home Billboards………………………………………………………………………………………………………………………………………..33
Advertising: Transit………………………………………………………………………………………………………………………………………………………………………..34
Advertising: Mall Banner Signage………………………………………………………………………………………………………………………………………………...35
Timeline………………………………………………………………………………………………………………………………………………………………………………………………36
Budget………………………………………………………………………………………………………………………………………………………………………………………………..37

3. INSIDE OUT: AN OVERVIEW
Growing up can be a bumpy road, and it's no
exception for Riley, who is uprooted from her
Midwest life when her father starts a new job
in San Francisco. Like all of us, Riley is guided
by her emotions - Joy, Fear, Anger, Disgust and
Sadness. The emotions live in Headquarters, the
control center inside Riley's mind, where they
help advise her through everyday life. As Riley
and her emotions struggle to adjust to a new
life in San Francisco, turmoil ensues in
Headquarters. Although Joy, Riley's main and
most important emotion, tries to keep things
positive, the emotions conflict on how best to
navigate a new city, house and school. - Pixar

4. KEY TALENT
• Amy Poehler as Joy
• Bill Hader as Fear
• Lewis Black as Anger
• Mindy Kaling as Disgusts
• Phyllis Smith as Sadness

5. COMPANY BACKGROUND
The Walt Disney Company has been in the family
entertainment business for over 90 years. It was
founded in 1923 by brothers Roy O. Disney and Walt
Disney, and was set to be a cartoon studio, but since
1923 this family run company has transformed into an
international entertainment and media enterprise. It
has five different business segments: media networks,
parks and resorts, studio entertainment, consumer
products and interactive media. Disney recently
acquired Lucas Films and Marvel; reinforcing the
company as the leader of entertainment both
domestically and internationally. The Walt Disney is
currently led by CEO and Chairman Bob Iger.
Pixar was founded in 1979 by George Lucas and was
under The Graphics Group, but broke off in 1986 to
become its own studio. In 1995 Pixar became the first
company to ever release a computer animated feature
film. Pixar was acquired by The Walt Disney Company
in 2006 for approximately $7.4 Billion.
Recent Work:
● Monster University
● Brave
● Toy Story 3
● Up
Future Releases:
● The Good Dinosaur
● Finding Dory

6. SITUATIONAL ANALYSIS
Opportunity
• A great opportunity for Disney would be to
expand into the Asian and South American
market. The reason being that some of the
fastest growing economies, like Brazil, Russia,
India and China, are located in these regions of
the world.
• We could also advertise on all of Disney’s mass
distributions channels: ABC Family, ABC, Disney
Channel, Disney Junior, and ESPN.
• The movie would be released on DVD and Blu-Ray
during the holiday season, so holiday themed
merchandise could be a possibility.
• Disney Theme Parks could help promote Inside
Out and have the characters walking around their
many theme parks theme parks.
Threats
● Online distribution of shows and movies on
websites such as Amazon Prime, Hulu, and Netflix
are making it more difficult to sell movies, for the
reason that people only want to watch them once.
Thus making people less willing to purchase a
physical or digital copy of the movie.
● Bootleg, pirated, or illegal downloads of the movie
can also be a threat by reducing sales. In 2010
the Motion Picture Association of America said
that they were losing approximately $4 billion in
sales due to piracy.
● Other films, specifically animated family films,
that will be released on Blu-Ray and DVD during
the same window also serve as threats.. Universal’
s movie Minions and Dreamwork’s Home could
possibly be Disney’s biggest threat, because of
the close theater release date their DVD and Blu-
Ray release date could be fairly close to that of
Inside Out.

7. Competitive Analysis
Inside Out will be competing with a
number of other animated movies at
the time of DVD and Blu-Ray releases.
The main competitors of Inside Out
are Home by Dreamworks Animation
SKG and Minions by Universal Pictures
Studios. DVD and Blu-Ray releases of
all three films are likely to take place
during the holiday season of 2015
making it more difficult for Disney to
take most of the market share.

8. Competing Title: Dreamworks Animation
Dreamworks SKG is one of the leading creators and
distributors of animated and live-action movies, DVD
entertainment, home video, network, cable television
programming, and consumer products. According to
marketing analysts’ ratings, Dreamworks’ new animated
movie Home is going to be company’s only film release this
year. After the astonishing success of the Shrek franchise
in 2007, the succeeding six films by Dreamworks generated
a negative cash-flow. The Company began to lose money
since 2011. The latest film release Penguins of Madagascar
added only $36 million in domestic box office over the
Thanksgiving weekend of 2014, adding to the company’s
negative condition. Dreamworks has decided to cut its film
releases from three to two each year, and is aiming to
increase its profitability by focusing on quality over
quantity. However despite marketing analysts’ skeptical
approach, the recent release of the movie Home became a
significant up rise for Dreamworks. During the first
weekend Home managed to take in $54 million instead of
the expected $30 million rate. There is also a great
possibility that Home can become the “foundation of a new
franchise with products related to the film”.

9. Competing Title: Universal Pictures Studios
According to the LA Times, Universal Pictures
Studios are second in the studio market after
Warner Bros. for this year. The company’s main
sources of profitability are theme parks and movie
releases. The latest release, the film adaptation of
Fifty Shades of Grey, generated sales of $410 million
worldwide and the long-awaited release of Fast &
Furious 7 is expected to be another blockbuster for
Universal. In terms of animated movies, Despicable
Me 2 was a bit of a downfall for the company’s cash-
flow, as well as the DVD releases for this movie.
According to the LA Times Despicable Me 2 produced
only $77 million in the fourth quarter. Minions,
Universal’s animated film for 2015, is already gaining
profits via distribution of the film related
products. According to Graeme McMillan, of the The
Hollywood Reporter, Titan Comics is going to publish
a line based on Universal’s movie this summer. Also,
according to Box Office Forecast, Minions is
expected to gain as much as $370 million in domestic
market.

10. Target Market
Inside Out targets both boys and girls since it takes place in a
family settings.
Psychographic Characteristics:
Some of the characteristics of the
target market for Inside Out are
parents who value family time,
teenagers who have strong family
values, and individuals who have a
strong sense of loyalty towards
Disney. Inside out will also attract
teenagers who enjoy animated films
and still haven’t outgrown their
Disney side. The originality of this
movie is a major selling point
towards all market segments
because it’s a story that has never
been told before.
Size of Target Market:
A strong quality of animated movies is
that they attract a wide range of people
that may include: kids, teens, young
adults, and adults. Audiences across the
world are inclined to become aware of
Inside Out because of Disney and Pixar’
s brand equity
Demographic Segmentation:
Based on the plot of the movie
the Primary Target age for
viewers of Inside Out is 4 to 10
years old. Secondary Target
age would be 11 to 25 years old.
An advantage of an animated
film is their ability to attract
families, children, and teens of
all cultures. The target market
for this movie is international
because of Disney and Pixar are
global brands.

11. Product Evaluation: Brand Name
Walt Disney Corporation is one of the world’s most admired
company and leader in building and maintaining a brand name.
Disney’s core promise, is still the same when it started by
creating happiness through a magical experiences. By doing this
Disney is able to create a strong, sustaining, and emotional
relationship with its consumers. Disney is committed to
providing a unique entertainment experiences within its brands
while remaining locally and culturally relevant with the globe.
Disney’s movies has a tremendous popularity with its brand
name.
Domestic DVD Sales $187,314,600
Domestic Blu-Ray Sales $57,297,786
Total Domestic Video Sales $1,069,818,229
Pixar is the leader of digital content business. Pixar
delivers the importance of creating a strong story at the
core. Story telling is the fundamental principles to relate
with the consumers. While still providing graphic design in
the animation and film making process. Pixar thrives in the
process of creativity, while other competitors are falling
behind or failing to recognize the importance and impact.
Domestic DVD Sales $59,595,530
Domestic Blu-Ray Sales $65,313,757
Total Domestic Video Sales $124,909,287

12. Product Evaluation: Packaging

13. Product Evaluation: Pricing
DVD price considerations are
normally established in the second
window period of home release,
which is after the theatrical
release. The way that the prices
are created are based off of the
information that is gathered from
sales during the theatrical release.
However, using previous Pixar and
Disney films as comparisons, we
were able to create summaries of
what the estimated prices would be
which are displayed in the graphs.

14. Product Evaluation: Channels of Distribution
Retailers
● Target
● Walmart
● Best Buy
● Disney
Online
Retailers
● Amazon
● iTunes
● Google Play
Special
Collectors
Edition
● Target

15. Marketing Objective
The goal of our promotional campaign, for the release of Inside Out
DVD & Blu-Ray, is to generate sales of approximately $50 million in
sales revenue from Inside Out DVD & Blu-Ray.
As well as to generate revenue of around $70 million, while also leading
to the opportunity of a sequel of Inside Out.
Our strategy will be achieving these objectives through the
implementation of integrated marketing and promotional campaign,
including, but not limited to, consumer and trade promotions,
interactive point of display, outdoor displays, social media, and special
events.

16. International Grand Prize Promotional
Contest: Disney World Resort
With the purchase of the Blu-Ray or DVD,
International DVD customers will receive the
opportunity to win a trip to Disney’s World Resort.

17. U.S. Social Media Contest: Skittles
#OnTheInside
Sales Promotion:
We will partner with Skittles and create a 5 color
Skittles package to relate to the Inside Out
characters. Inside the candy wrapper would have “How
do you feel…” phrase in which consumers will respond
back with a 15 second video clip of displaying an
emotion of Anger, Sadness, Fear, Disgust, or Joy. The
contest would begin in the beginning of October so that
the candies may be passed out during the halloween
trick or treating season. During this time the candy will
state on the front: “Buy Your Inside Out DVD”
Grand Prize Winner: $10,000 or All inclusive
Aulani Disney Hawaii Resort
2nd Prize Winner: $1000
Buy your
Inside Out
DVD

18. Special Event: “Inside Out DVD Release Party”
● The event will be open to the public
● There will be a huge ball pit with a select number of
winning capsules
● Winning capsules will have a sticker of one of the five
emotions featured in the movie
● Remaining capsules will have percentage off coupons
ranging from 10%-25% for the DVD
● These coupons will only be valid for one day
● Kids will get the chance to interact and “meet” the
emotions
● Polaroid pictures with Inside Out frames
● Arts and crafts tables
● Music from the soundtrack
● There will be an art wall with the words “My Favorite
Memory is…” being displayed in big block writing for
kids to place pictures of their favorite memories on.
● The event will be located at San Francisco’s Union
Square in front of the Disney Store.

19. Kellogg’s Point of Purchase Program at
Wal-Mart
During the theatrical release of Inside Out, Disney will
partner with the Kellogg’s brand in order to create
products that will create awareness of the film. Through
the successful experience of past Disney Pixar film
partnerships with Kellogg’s we would begin this promotion
two months after the DVD release in order to boost DVD
sales. Every package of Kellogg’s product would include
coupons that need to be used instantly with the purchase
of both DVD & Kellogg’s product. This partnership
between Kelloggs and Inside Out would would create
awareness of both brands and would allow new placement
in the stores by being placed in the promotional section
at the Front of the store. The Promotional section would
include a variety of Inside Out Kellogg’s Products as well
as the Inside Out DVDs.

20. Sales Promotion and Point of Purchase
at Target
In order to increase home media sales, we would create a display case that is
interactive with the customer. In the display area it would include a monitor
at the top that displays all five of the emotions interacting with the
customer each time. While at the bottom of the display case it would include
a control area replica like the one inside of Riley’s Mind.
Every time the customer picks up a DVD case for purchase one of the
emotions will interact with the customer allowing the experience to be more
memorable.
The display cases will be distributed to the merchant locations three weeks
prior to the DVD release date. This will allow the stores to prepare the set
up and learn how to use the new cases. The setup of the displays will begin a
week prior to the DVD release in order to spark curiosity to the customers
of the DVD.

21. Point of Purchase at Target
There would be Inside Out clothing
created for both boys and girls. This
would be established in order to extend
the Inside Out DVD into various
departments of retailers. The clothing
would consist of T-shirts expressing
people’s emotions on what goes on inside
their head. There will be an Inside Out
t-shirt section and a cardboard display
would be placed in the middle of the
clothing area.

22. Sales Promotion and Point of Purchase
Display at Disney Store
Sales Promotion:
The Disney Store Interactive Point of Purchase
Display will be at selected Disney Stores. The
display will feature all five characters: Fear, Joy,
Anger, Sad, and Disgust. Once walking into the
store a sensor will go off and one of the Inside
Out characters will talk. This will boost
advertising by consumers taking photos to share
on Instagram, Facebook, and Twitter. From
November to December, Disney Stores will offer
a sales promotion allowing 20% off the purchase
of any Inside Out Blu-Ray & DVD with any $50
purchase in the store. On Black Friday the Disney
Store will continue the 30% off of the Inside Out
DVD with any $50 purchase plus an additional 25%

23. Point of Purchase Display at Disney
Themed Parks
● 5 core memories are spread out throughout
the world
● An orb representing each core memory will
be placed in the different Disney Resort
themed parks, Disney Stores which are
located in Disneyland, Walt Disney World,
Tokyo Disney, Disneyland Paris, Hong Kong
Disneyland
● The orbs will be interactive and represent
the core memories displayed in the film
● Cameras will be in the orb that connect you
live with the other orbs. around the globe

24. Sales Promotion at Digital Retailers
For the first 300 customers to buy the
digital download from iTunes, Google Play, or
Amazon will get a Limited Edition Inside Out
Tsum Tsum Joy character. They will also
receive a special code to get a free Inside
Out character on the worldwide famous Tsum
Tsum game. This would boost traffic and
sales of digital copies while attracting online
movie goers and avid Tsum Tsum fans.

25. Tide Partnership
Partner: Tide
This partnership will feature Tide
Pods with Inside Out characters on
the outside packaging and Inside
Out characters stickers located
inside the packaging. This would
help boost awareness of the movie
in different section of the retail
stores. It will be rolling out during
October and November to help
promote awareness of DVD
release.

26. Emoji Spot on LINE APP
Partner: LINE APP
Disney already partners with
LINE APP for the interactive
game TSUM TSUM.
The partnership will feature
the TSUM TSUM emoji for
free for LINE APP Users. This
will help promote awareness of
the movie Inside Out.

27. Macy Thanksgiving Parade
During the 2015 Macy’s Thanksgiving Parade a
form of publicity for Inside Out would be to
have balloons representing the main emotional
character which is Joy. While the balloon of
Joy, quotes from the film would be heard on
the speakers. Holding the balloons would be
the various characters of the film. For
example the characters Anger, Disgust,
Sadness and Fear would be parading on the
streets while Joy Floats in the sky. This
publicity would help in order to boost sales
for the DVD Flash Sales occurring on Black
Friday.

28. National Publicity
In order to receive more national
publicity for the DVD/Blu-Ray movie
release we will have the actors that
voice the characters from Inside Out
make appearances on the television talk
shows: Good Morning America, Kelly &
Michael, The Ellen Show, and The
Tonight Show starring Jimmy Fallon. We
would provide Ellen DeGeneres with
copies of the movie to give to the
audience. These talk show events would
take place a week prior to the movie
release. We would also invite each of
the five actors to co-host Radio Disney
talk shows, like ON-Air with Ernie D,
there would be one actor co-hosting daily
the week prior to the DVD/Blu-Ray
release.

29. Charity:Anxiety and Depression
Association of America ADAA
ADAA is a national nonprofit organization dedicated to
the prevention, treatment, and cure of anxiety,
depression, OCD, PTSD, and related disorders through
education, practice, and research.
Through the emotions displayed in the film the audience
has a better understanding on the perspectives of
children. With the many changes going on in children’s
lives sometimes they have a lot to go through with their
constantly changing emotions. These mood swings are
frequently seen as children changing however, anxiety
disorders affect one in eight children. Research shows
that untreated children with anxiety disorders are at
higher risk to perform poorly in school, miss out on
important social experiences, and engage in substance
abuse.
In order to increase awareness of this
amongst kids and teenagers a
percentage of all DVD sales will go to
ADAA. the profits raised from DVD
sales will go to ADAA

30. Television Advertisements

31. Online Advertisement
Facebook: Ad
Banners
Amazon: Ad
Banners
Twitter: Promoted
Tweets
Youtube: Video Ads
iTunes: Ad Banners
iTunes Radio: Radio
Commercial
Spotify: Radio Commercial
All ads and commercials will be family friendly and
include the movie DVD/Blu-Ray release date,
November 10, 2015.

32. Magazine Advertisement
To reach children, mothers, and families we will be placing
magazine advertisements in a number of different magazines
like People, Us Weekly, Parents Magazine, and Disney Junior
Magazine. The circulation for each magazine is:
People: 3.5 Million
Parents Magazine: 2.2 Million
US Weekly: 2.0 Million

33. OUT-OF-HOME Billboards

34. Transit Advertising

35. Mall Banner Signage

36. Timeline

37. Budget