Brand Audit

By Jayesh Gawde20140121034

Pixar Animation Studios is a multi award winning CGI studio which uses technical creatives and innovations in production of new generation motion pictures or animated feature films.

Pixar has positioned itself as combination of propriety technology and creative talent to develop CGI animated films with memorable characters and heart warming stories that appeal to families and audiences of all ages.

Introduction and Positioning

History Portfolio

CBBE Model Extension

Index

19791983

1986

1991

1995

1997

2006

2011

Lucasfilm's Computer Division headed by George Lucas recruits Catmull

Lucasfilm's Computer Division gets John Lasseter in graphics division

Computer Graphics Division of Lucasfilm's is purchased by Steve jobs from George Lucas and makes it an independent company called "Pixar”.

Disney & Pixar announces to produce and distribute at least one CGI animated movie

Toy Story, the world’s first CGI film, is released on 22nd November Pixar opens IPO on 28th November.  Famous as largest IPO of the year .

Walt Disney Studios & Pixar Animation Studios inked a pact to produce 5 movies in 10 years

Disney announces its agreement to purchase Pixar.

Pixar celebrates its 25th Anniversary History

Perceived Quality

(High)

Inno

vati

onal

Perceived Quality

(Low)

Trad

itio

nal

Where we stand in this

race

Family Entertainer Category

1988 1989 1995 1998 1999 2001 2002 2004 2006 2007 2008 2009 2010 2011 2012 2013 2015

Our Weapons

Portfolio

Toy Story (1995):

Special Achievement Award

The Incredibles (2004):

Feature Film(animated)Sound Editing

Monsters Inc. (2001):

Music(original song)

Ratatouille(2007):

Feature Film(animated)

Finding Nemo (2003):

Feature Film(animated)

WALL-E (2008):

Feature Film(animated)

What defines our Work

Up (2009):

Feature Film(animated)Music(original song)

Toy Story 3 (2010):

Feature Film(animated)Music(original song)

Brave (2012):

Feature Film(animated)

Portfolio

Customers perception through Brand Equity Pyramid

Animated Movies

WarmthHappinessNostalgiaFeel good

Family timeToy Story , NemoStudy lamp

Award Winning

High quality

Cherishable MomentsEnjoyable Movies

Lovable Characters

Attachment

CBBE Model

Salience

Pixar is known for its animated movies and is also considered a very sound in use of technology.

Imagery When we think about Pixar the associations that comes to our minds Nemo , Toy Story, its famous logo (Study lamp) and images of whole family sitting together and enjoying its movies

FeelingsAfter watching Pixar movies people are filled with emotions ranging from warmth, happiness and nostalgia which leads to an overall feel good atmosphere.

Performance:Their movies are their performance which are really enjoyable and filled with lovable characters which leave a long lasting imprint on our minds. This is what makes us cherish those moments.

Judgement When ever a new movie is produced by Pixar people perceive them as a high quality movie with innovations ingrained and it should win an award considering it’s product superiority .

Resonance:

Brand resonates with the sense of attachment people have be it other objects or relationships.

CBBE Model

• Piracy• Technology changes • New Production

houses

Threats

• Long time to produce a movie

• Limited amount of employee work on a production

Weakness

• Short animated TV shows

• Global expansions • Sequels

Opportunities

• Strong brands • Great Movies

• Disney's Umbrella• Employee Culture

Strenghts

SWOT

Universe to exploreGaming zones

o Pixar can open up its gaming zones across cities.

o Games would be themed after famous movie characters.

o Merchandize would also be kept on sales.

o New movie launches would also be done from here.

o New characters trial can be done through various games.

Extension

Electronics (camera)

o Pixar can extended in to electronic products like DSLR’s, Point and shoot and video cameras.

o Their image of product superiority can help them. Adding to their association with movies

o Also their name Pixar and term pixel related to cameras can help them leverage their brand

o Here products can range from normal cameras to high-end movie video cameras

Fun Facts

Started with just 20 employees now 2000+

In 1986 Lucas sold Pixar for just $5 MillionDisney bought Pixar for 7.4 $ Billion

Finding Nemo is the most profitable movie followed by Toy Story 3

Thank YOU