Marketing Mix can be defined as a set of tools that are used to induce a certain reaction in the target market. The most commonly used variables of the marketing mix are product, place, promotion and price. Changes in them affect the demand for products or services (Kotler and Armstrong ). The main product that Disney sells is the musical High School Musical, however an important component of the offer are the songs used in the movie that made it more dynamic and appealing. As Disney believes that High School Musical was usually watched in the home setting with friends, TV and DVDs would be the most appropriate channel for distributing the movie. Movie’s promotion could include mass media advertising as well as active support of the soundtrack that could help to create awareness about the movie itself. As the movie targets teens and preteens, who do not have much money to spend, the price for viewing the movie (in particular in the cinema) should be set as low as possible.
Market segmentation is important for marketers, as it helps to develop strategies that fit the needs of specific audience. The segmentation of the viewers of High School Musical by age is quite straightforward. However, it is possible to segment the market further based on psychographic or demographic characteristics of the people. Thus, Disney has adopted a global approach to the movie, assuming that the reality of an American school could be understood in all countries. Segmenting market based on geography could also be important as teens from Japan are not perceiving the movie in the same way European or American teens do. Moreover, market segmentation could be made according to the way people watch the movie. Thus, teens and preteens, who prefer watching High School Musical alone may have different expectations from those, who gather in big groups in order to have fun, while also watching the movie.
The story of Troy and Gabriella found its continuation also in the third part of the sequel. The movie was released in 2008 and already in the first day managed to beat the record for the biggest opening among musical movies (Box Office Mojo). The reviews of the movie were quite controversial, however, in general the High School Musical 3 achieved its goal to entertain the audience and to attract teens. The revenues generated by the third part exceeded initial projections thus suggesting that the strategy of Disney to attract young viewers was highly successful.
References
Box Office Mojo, . "High School Musical 3: Senior Year." . IMDB Company, 13 Oct 2012.
``Web. 13 Oct 2012.
<http://www.boxofficemojo.com/movies/?id=highschoolmusical3.htm>.
Kotler, P., and G. Armstrong. Principles of marketing. Global. 13E. Upper Saddle River, NJ:Prentice Hall, 2010. Print.
