Analysis of an Integrated Marketing Communication Strategy of Marvel Studios Co., Ltd.

Abstract

This study is the Qualitative Research to acknowledge strategies of the integrated marketing communication of Marvel Studios Company Limited through an exclusive interview and data collection on papers and other method relevant. The main population subjects are the eight movies produced by Marvel Studios Company Limited which have made the massive income of more than one billion US dollars since 2008 – 2019 which are The Avengers (2012), Iron Man 3 (2013), Avengers: Age of Ultron (2015), Captain America: Civil War (2016), Black Panther (2018), Avengers: Infinity War (2018), Captain Marvel (2019) and Avengers: Endgame (2019). The target samples are influential personels about movies on social media and the experts in the field of film marketing businesses. The social media platforms used in this study are Youtube, Website, Twitter, Instagram and advertising signs. The result of study indicates that Marvel Studios Company Limited operates its strategies by conducting them into four aspects which are Product, Promotion, Process and People. Hence, the company use them by focusing on advertisements and public relations to induce people to be interested and obsessed in the movies and the brand itself. The strategies are mainly about the promotion of product sales and the viewers thoughts and participation. In addition, on-line social media and mass media are also used successively to create awareness of the target viewers to become definite brand loyalists.