INTRODUCTION
The movie Black Panther was produced in 2018 during the winter making
it the 17th movie in the Marvel Cinematic Universe and the highest
grossing movie franchise in decades (Beer, 2018). The movie director is Ryan Coogler and it
depicted the story of African Kingdom of Wakanda which protected its people
against the European colonization and attained a technological advancement
through the adoption of a mineral referred to as Vibranium (Eckhardt, 2018). Furthermore, the stories depicted in the
movie draw a global attention from viewers which made it enormously
successfully (Beck, 2018). This work
analysis the marketing strategy adopted for the producers and markers of the
Black Panther 2. In addition, the work
seeks to examine the target audience for the movie as this is essential for the
success and distribution of the movies. Finally, the work will review some
related literature on various marketing strategies adopted to promote movies
and identify a gap in studying films made for Black audiences is apparent.
TARGET AUDIENCE
The term target audience or market referred to the
people or consumers that a product is targeted at and it implies the segment of
the market manufacturer or in this case the producers of Black Panther 2 Movie
targets (Ingram, 2018). Owing to cultural differences
and taste of individuals, there is need to identify the target market before
adopting any marketing mix or strategy (Huang, Oppewal, & Mavondo,
2013). Furthermore, target audience
helps the marketer to integrate all components of the marketing activities
towards a single group, thus maximizing the appeal brands to particular set of
people (Gbadamosi, 2015).
Black Panther takes into cognizance the rise of multicultural
globalization influenced by various individuals that represent an essential
spending power. The Black Panther established
action movie tropes to a new market demographic (Wise, 2018). The movie targeted firstly the black race all
over the world with steadfast support and rally for Black Panther demonstrated
that this target audience will support a movie that illustrated the right
aspect of black history during colonization.
The Black Panther suits this group of customer segments (Mendelson, 2018).
Finally, the target audience of Black
Panther was focused on good movie lovers based on research carried out online
on individual profiles that show their kind of movies and in addition, those who love history and how colonization
played out in some part of Africa. All
genders were targeted and from age range of 13 and above which makes it broad
and huge market for the movie.
The marketing company of Black Panther 2 is the Disney which deployed
a 360 degree customer experience to marketing the movie such as anywhere you
look, you see Black Panther. This
marketing strategy encompasses eight embedded marketing communication factors
influenced movie ticket purchases for the Black Panther movie (Peñaloza, 2018). In addition, Disney adopted Cross Cultural
marketing strategy which involved various media and platforms to raise the
profile of the movie (Lang, & Lopez,
2018). Furthermore, Disney adopted
digital marketing such as social media platform, website traffic generation and
Search Engine Optimization (SEO).
Cross Cultural Marketing: Disney has adopted current
Nielsen study to challenge conventional ideas about the ethnic diversity in
mainstream. With Black Panther,
Disney adopted the future of cultural
marketing, tapping into the unmet needs of
an underserved market (Mendelson, 2018).
Adopting cross cultural marketing enables Disney to delve into new kind
of segmentation which is intercultural
affinity Segmentation that pave the way for Disney’s franchise creation
model across cultures worldwide (Eckhardt, 2018).
Digital
Marketing: The Black Panther adopted Digital marketing as
marketing strategies in the sales of ticket such as social media platforms,
Search Engine Optimization and so on. The Black Panther was promoted through social
media platforms such as facebook, instagram, linkedin, Twitter and the official
website of Disney. In addition, Search
Engine Optimization that allows people who search for similar movies to see the
Black Panther was deployed along side Google Adword. The
adoption of these social media platform helps the marketing to promote the
Black Panther beyond physical geographical location, thus gaining higher market
share and patronage (Cheung, 2018).
The use of Digital
Billboard: The marketers of Black Panther II, adopted Digital
Billboard as part of their digital marketing to promote the movie. These digital billboards were strategically
deployed in various locations such as Hotels, Restaurants, Airports, Railway Stations among others. The digital billboards displayed the action
and most interesting part of the movies in order to gain viewers attention to
buying tickets for the movie.
METHODOLOGY
This section of the work explained how the role played
by each member of the team. One of the
major strategies the team adopted is communication which is a life wire of any
organization and team in achieving objective.
Owing to Covid 19 which stressed on maintaining social distance, the
team adopted Google Hangout and Zoom Technology for communication and
tasks. In the various meeting help by
the group through Google Hangout and Zoom respectively, the focus was on the
various marketing strategies and each member role to be undertaken taking into
consideration the strength of individual member. Consequently, this assisted
the team to recognize the marketing strategies for the Black Panther
Movie. Therefore, Tadek Kazala undertook
the role of collaborations and international publicity using the cross cultural
diversity. West da Tonte was responsible
for the target audience and Mansfield Ololo was given the task of digital
marketing. The team noticed that the
movie Black Panther was released in February 2018 which was the month of a
black history with a title that assisted to increase its earnings that period,
making the name to be famous.
CONCLUSION
This work has discussed the Black Panther II movie and the adopted
marketing strategies by the marketers. As seen, the marketing organization Disney, adopted
cross cultural marketing which enables Disney to delve into new kind of
segmentation of intercultural affinity
segmentation that pave the way for Disney’s franchise creation
model across cultures worldwide. Furthermore, the work reviewed the targeted
audience of the Black Panther II, and discussed the methodology which entailed
the role each team members played. In conclusion,
the marketing strategies adopted for Black Panther 2 has played a significant
role in distribution and ticket selling of the movies successfully.
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