Write about the Introduction to Social Media Murder Society for Fundamental Marketing.
This essay will focus on the case study “Introduction to Social Media Murder Society” in which it demonstrates macro environment factors that could impact the distribution plan of the movie. Social Media Murder Society is a drama with thrills as its sub-genre which is fundamentally “Strangers on a Train” meets “Facebook”. It is one of the few projects where plot is brought by Social Media. A Pestle will be described in depth manner so that the essay can show the political, economical, social, technological, legal and environmental impact on the case study. Customer driven marketing strategies helps to decide the needs of customers and then fulfil them as best it can. Segmentation, target and positioning will be described to show the potential market position of this upcoming movie. The role of buyer decision process is vital to purchase the upcoming movie.
In the context of distribution, it has been analyzed through case study that there are three specific distribution strategies are adopted to make “Social Media Murder Society” an effective movie coming out of glocalized film house. Film Festival is the first strategy to spread the news about the film because attendance of people in film festival raises the attention of them to the film and depiction it to the world audiences. Innovation online distribution strategy is adopted by this drama with the intention of selling of it as a digital chocolate and coffee with a connection to the physical world[1]. There is a hybrid distribution in which a producer will keep 20% of their theatrical box office, initially; it can be elaborated by involving people at lower range after that it would be sold out like other most selling products such as coffee and chocolate. Social Media Murder Society endeavours to disclose the hazardous mindset of sexist individual. There are various men involve in domestic violence and try to do unethical practices via social media. The macro environmental impact is described below which impact the suggested distribution plan.
Australia has a liberal capitalistic democracy in which various taxes aimed to prevent the national economy. Social Media Murder Society’s distribution may get influenced due to amendments in the political terms. It is required for the movie to consider the emotions and feelings of people while publishing it to the audiences. The distribution of this drama can be influenced due to various tax strategies in Australia. It is planned to distribute in major five countries that are Singapore, India, Australia, New Zealand and Hong Kong and the political structure of each country is different which may impact the distribution strategy of this drama.
It has been analyzed that Australians will have to pay extra $150 million for games, app, e-book, video and software but involving the GST to digital downloads increases the Netflix Tax by some companies[2]. The social media murder society drama is low budget drama which cover entire cost as normal movie and in case of non-acceptance of it by customers cannot provide the effective gain to the economy of selected countries[3]. However, the target market of this drama is wide in Australia alone but amendments in tax can influence the economic growth of the country which may impact the distribution of the movie[4].
Social factor refers a set of custom, behaviour, beliefs and policies that remain within a population. It has been analyzed that changes in social trends can influence the demand of the specific things. Social Media murder Society’s distribution can be influenced due to the set of beliefs and culture of people of different countries. The script of this drama is appreciated by multiple forums and it has been selected in Melbourne International Festival but the perception and view point of every individual is different which could influence the drama’ distribution strategy.
Australia has become advanced and various new technologies have taken place in the film industry as it is mentioned under case study that this drama is prepared with low budget. Low budget refers that not so much use of latest technology in making drama [5]. However, Frame Forge 3D and Usage of a daily editor are being used for each and every scene but due to lack of advanced technology in comparison of other drama, the distribution strategy of drama may get impacted.
It has been found that the legal system of Australia is dependent on the basic beliefs in the rule of law, independence of judiciary and justice. The people of Australia are equally treated before the law. The Australian constitution of 1901 made a federal system of government which distributes the power equally between the federal government and states. Legal changes could impact the upcoming movie’s cost and demand probability of the buying rate of the customers[6].
There have been various environmental protection law are implemented by the government to protect the heritages of the country. The distribution plan of the movie could be impacted due to poke in the environmental policies[7]. It is vital for the movie to consider various aspects such as wildlife, forest and other environment factors while accomplishing the movie[8]. The permitting process could be delayed if environmental factors are avoided while making movie. However, social media murder society handles the serious concerns of domestic violence. The environmental factor of this drama is relevant as it helps to address the relevant topic that is domestic violence.
A customer driven marketing strategy involves various aspects such as recognizing the target market and responding to their requirements, it should define process to retain customers and utilize them to facilitate to attain additional business[9]. The segmentation, targeting and positioning of Social Media Murder Society are mentioned below in depth manner to define the role of this drama in the society.
Market segmentation is considered as the process of distributing potential customers into segments, groups which is based on the various characteristics. It can be segmented into demographic, psychographic, behavioural and geographic segmentation. Demographic segmentation is made for the Social Media Murder Society by considering the age, gender, income, education and regional of people. It is low budgeted movie that can be approached by lower class people. In the context of geographic segmentation, five countries are selected by Glocalized Errands Film House. Population density is focused under this component because it is vital for spreading the movie in all over the world to know about the population density so that earning and popularity of the movie can be increased[10]. In the context of psychographic segmentation, it has considered the social status, values and attributes, lifestyle, personal traits and activities interest and opinions. It has been analyzed that domestic violence is increased day by day as this film is produced by keeping consideration of social values and attitudes[11]. The message of threat of social media to the number of lives is conveyed through this drama. Characters of this movie are not hampering any social value and ethics of the country and that is why it has been selected in Melbourne International Festival. This attainment will help to explore potential customers in huge way and more people can be involved and excited to know more about the concept of this low budgeted movie.
The target market of Social Media Murder Society is effective as it covers high quality contained in film. It has been evaluated through case study that theatrical release it plans for five years in which five countries are selected to publish this movie that are New Zealand, India, Singapore, Hong Kong and Australia. The Glocalized Errands Film House has adopted an innovative market penetration strategy. It has been estimated that linked subsidiary market of Australia is to be 3 million. This movie enables people to get online entertainment over tablets and smart phones[12]. Customers of this movie will be able to buy small cares with unique QR code. It will be available famous retail stores in every country from where people can buy and do quick scan of the code. It will play the film on their smart phones. The film will be available in five plot points which will be controllable by viewer and the narrative on the screen will communicate with effective characters of the viewers. The feature film will be categorized in to different formats such as 60, 70 or 90 minute formats which provide the facility to the viewers to watch movie as per their time availability.
Potential market position refers the place of the upcoming movie which set the mind of the customers. A good positioning helps to make product unique as this film is based on domestic violence in which certain characters are embedded. It has been found that good position of the product provides the product a Unique Selling Proposition. Glocalized Errands is a film house which uses wide spread networks made in the market of India. This production house is more focused towards outsourcing which facilitates it to make of a specific theme which should be referred as the international themed project. It would be helpful for another countries to get work done at a fraction of the cost of Australia. Film Fare Festival is effective approach to expand the information about the film to the different countries. It has been analyzed that The Social Media Murder Society film is made up of effective ingredients that any flourishing low budget movie requires[13].
Buyer decision process entails some steps which show that the marketer is liable for selling its product to the targeted market. The stages of buyer decision process are mentioned below:
Need recognition is the first step of the buyer decision process which should be analyzed by film production before making film[14]. The Social Media Murder Society is the effective movie which targeted number of customer who fond of thrill movie.
In this step of Information search, the value of society and set of attitudes are examined so that feelings and emotions of people could not get hurt due to single scene in the movie. Information can be collected by checking the past records of movies and latest news so that same incident could not repeat[15].
An evaluation of alternatives is low budget films and adopted innovation strategy to provide the services at affordable rates. There is a hybrid distribution strategy in which producer will keep only 20% benefits only and provide the HD quality in the movie to the viewers.
After evaluating the alternatives, people of Australia will choose this movie as to provide the high technology with number of feature at affordable price[16]. Movie is an experience product that provides emotional experience. The satisfaction will gained if movie offer surprise attract attention and make firm emotions.
Satisfaction is the major factor in this process because it is obvious that satisfied customer will be delighted and tell about the movie to their friends and family while unsatisfied customers will spread the bad information about the movie which will be liable for fewer outcomes[17].
It has been concluded that marketing is not easy task as it covers various aspects which should be fulfilled to satisfy the customers. It is case study based assignment in which the Social Media Murder Society case study has been taken. Macro environmental impact on the suggested distribution strategy in case study has been elaborated with the help of Pestle analysis. Customer driven marketing strategy has been mentioned in this assignment by covering targeting, segmentation and positioning strategy in the context of movie. Buyer decision process is vital for the film industry.
References
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Bordwell, David, and Noël Carroll, eds. Post-theory: Reconstructing film studies. University of Wisconsin Pres, 2012.
Cattani, Gino, and Simone Ferriani. “A core/periphery perspective on individual creative performance: Social networks and cinematic achievements in the Hollywood film industry.” Organization Science 19, no. 6 (2008): 824-844.
Crane, Diana. “Cultural globalization and the dominance of the American film industry: cultural policies, national film industries, and transnational film.” International journal of cultural policy 20, no. 4 (2014): 365-382.
Denzin, Norman K. Hollywood shot by shot: Alcoholism in American cinema. Routledge, 2017.
Gibson, Chris, Gordon Waitt, Jim Walmsley, and John Connell. “Cultural festivals and economic development in nonmetropolitan Australia.” Journal of Planning Education and Research 29, no. 3 (2010): 280-293.
Han, Heesup, Li-Tzang Jane Hsu, and Jin-Soo Lee. “Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process.” International Journal of Hospitality Management 28, no. 4 (2009): 519-528.
Hines, Tony. Supply chain strategies: Customer driven and customer focused. Routledge, 2012.
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Jones, Michael, and Irit Alony. “Guiding the use of Grounded Theory in Doctoral studies–an example from the Australian film industry.” (2011): 95.
Kim, Dan J., Donald L. Ferrin, and H. Raghav Rao. “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents.” Decision support systems 44, no. 2 (2008): 544-564.
Lobato, Ramon. “Creative industries and informal economies: Lessons from Nollywood.” International Journal of Cultural Studies 13, no. 4 (2010): 337-354.
Montanari, Fabrizio, Claudio Giachetti, Fabrizio Castellucci, and Stefano Li Pira. The moderating effect of economic reputation on middle-status conformity: A study on the Italian film industry. No. 9. 2016.
O’Brien, Nina F., and Christianne J. Lane. “Effects of economic incentives in the American film industry: an ecological approach.” Regional Studies 52, no. 6 (2018): 865-875.
Potts, Jason, and Stuart Cunningham. “Four models of the creative industries.” International journal of cultural policy 14, no. 3 (2008): 233-247.
Sanayei, Amir, S. Farid Mousavi, M. R. Abdi, and Ali Mohaghar. “An integrated group decision-making process for supplier selection and order allocation using multi-attribute utility theory and linear programming.” Journal of the Franklin institute 345, no. 7 (2008): 731-747.
Stacey, Jackie. Star gazing: Hollywood cinema and female spectatorship. Routledge, 2013.
Varadarajan, Rajan. “Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises.” Journal of the Academy of Marketing Science 38, no. 2 (2010): 119-140.
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