Marketing Plan

The Phantom of the Opera Broadway show

1. Overview
This is a musical show by Andrew Lloyd Webber. It is originally based on The
phantom of the opera, the horror novel by Gaston. It won the 1988 Tony Award for
Best Musical. This is the longest-running Broadway show. The Phantom of the Opera
sold nearly $2 million worth of seats at the Majestic Theatre, where it has been
playing since January 9, 1988. A data by The Broadway League shows that this show
is continually popular and especially it is sold more at Christmas season
and New Year season.

The phantom is the main character. He has attractive voice and vocal but, his face
became ugly by an accident. So, he started living as a phantom at a theatre. He fell
in love with Christine who is a singer at the theatre and he started teaching her
singing. However, she saw his ugly face and got frightened. And the phantom became
jealous of another man who loves Christine.

2. Goal.
I made a marketing plan for this broadways show through demographic chart, SWOT
analysis and unique selling propositions.
I want to improve the earning of this Broadway show through selling more tickets and
goods. Also, I want to make this show as No.1 show in Broadway.

3. SWOT Analysis
Strengths
-It has been being Performed on the Broadway
-Convenient location to visit
-Traditional
-High quality of story and stage setting

Weaknesses
-Expensive price

Opportunities
-Continually increasing of interesting for Broadway
and shows of any Art.
-Continually increasing of tourist in NYC

Threats
-There are a lot of choices of Broadway shows

4. Main Targets by demographic facts.

-66 percent of tickets were purchased by tourists
(One of the things that tourist want to do in NYC is watching Broadway show. We can
attract them more than other shows through several of promotion.)
-23 percent of which were foreigners
-68 percent of audiences were female
-the average age of the attendee is 42.5
-Hispanic attendance increased by 2 percent to 8 percent, while African-American
participation dropped by an equal amount
-The 18-24 demographic was the highest in the history of the survey, while the share
of suburbanite audience dropped to its lowest level ever (17 percent).

5. Marketing plan through Advertise,

Promotion, Discount, Goods and webpage.
a. Monthly Marketing plan
-February to March: Marketing with high reputation and result of increasing records of
every year.
-April to May: Advertising with new promotions and discount policy.
-May to August: After getting more attention from advertising new promotions and
discount policy, cast a young star actors to increase of intention of young audience.

-September to November: Thanksgiving season is the main target. Advertising for

family audience.
-December to January: To target couples, friends, family for Christmas and New Year
seasons with restaurant and hotel package.

b. Advertisement
-Casting a famous singer who are popular for teenager.
-Posting advertisement on the musician webpages.
-Advertising group discount at Colleges and music academy in and nearby NYC
-Putting interview of actors on magazines about behind stories to be familiar with
publics.
-Advertising on local magazine and radio.
-Advertising at the theatre such as AMC -Facebook
advertisement.
-TV, Radio advertisement

c. Promotion
-Hotel package for tourist with a hotel in partnership.
-Restaurant package
-Free Americano with coffee shop in partnership nearby the theatre (It is good to
-the coffee shop because they can advertise them)
-Photo time on the stage at curtain call by lottery.
-Gift signed poster by lottery

d. Discount
-10% discount price to students with student ID
-5% Group discount (more than 10 people)
-10% Group discount (more than 20 people)

e. Goods
-Story book
-Poster
-Post card
-Cloths: T-shirts, Tank top, Hoodie, cap,
-Phantom Mask

f. Online
-We have our own webpage.
-We can make more attention and credits from customers through offering
information on the website.
-We sell ticket and several kinds of goods on the internet to offer convenient to
customers.
-We love to listen to customers and reflect customers opinion into our business.

g. convenient facilities
-A wheelchair accessible restroom (unisex) is available. Additional restrooms are
located one flight up and two flights down. A pay phone is located in the lobby.
-There are no steps into the theatre from the sidewalk.
-We have air conditioned system all over the theatre.
-Wheelchair Seating Available
-Assisted listening system available
-ShowTrans (simultaneous translation via headphone) available in Spanish, Japanese,
Portuguese, and French.

6. Location information Majestic Theatre

Address: Majestic Theatre, 247 West 44th Street New York, NY
<Public Transportation>
Subway N,Q,R,W,1,2,3 to 42nd St or A,C,E to 42nd St

<Parking convenient>
Icon Parking Systems
249-253 West 43rd Street, NY 10036, TEL: 212-221-8902
Quick Park Garage
350 West 43rd Street, NY 10036, TEL: 212-582-7237

7. Show Dates
Performances from 09 Jan 1988
Opening: 26 Jan 1988

8.Performance Schedule:
Monday, Wednesday - Saturday @8pm
Tuesday @7pm
Thursday & Saturday @2pm

9.Show Run Time:

Two hours and 30 minutes, including one 15-minute intermission

10.

Tickets Price:

Box office hours: Monday - Saturday, 10am - 8pm; Sunday noon - 6pm We sale
ticket on the internet too.
Pricing: $27 - $167
Phone Tix: (212)239-6200
Outside NY Metro Area: (800) 432-7250

Citation 1.
Broadway.com http://www.broadway.com/shows/the-phantomof-the-opera/
2. Playbill http://www.playbillvault.com/Grosses/Show/7818/The-Phantom-of-theOpera http://www.playbill.com/events/event_detail/phantom-of-the-opera-theatmajestic-theatre-40684
3. Blouinartinfo.com
http://www.blouinartinfo.com/news/story/1002705/broadwaydemographicsreport-younger-audiences-more-diversity