Manga Dream, LLC.
Marketing Plan
Prepared by:
Takefumi Kawahara
Hokutono Ken
Product Information
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Manga is Japanese style comics, called
“graphic novels,” and Manga indicates both
contents and physical products.
Manga differs from American comics.
Abundant genres
For various kinds of people
Cheap
Product Information
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American comics
Only a few genres, mainly superheroes such
as X-Men, Superman or Marvel Heroes.
Mostly for children or comic maniacs
Relatively expensive
Product Background
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Big roll in the entertainment culture and
industry in Asia, especially in Japan.
Japan is the source of Manga
Culturally—the way of story telling
Economically—commercial success
The father of Manga—Osamu Tezuka
Product Background
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Most Manga artists are Japanese.
Approximately 3,000 Japanese Manga artists
Several institutions to learn how to draw
Manga
However, learning through Manga institutions
is rare in Japan. They usually work under
professional Manga artists as apprentices.
Company Description
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Manga Dream LLC is a company that deals
with Manga, and its related products,
services and personnel.
Location—Los Angeles County, California
Source of fashion
big Japanese community
The large number of Asian-American
Company Description
Functions
1. Manga school division—education of how to
draw Manga and supply of materials for
drawing Manga.
2. Publishing division—compilation and issues
of students’ works.
3. Copyright licensing division—acquirement
of copyrights from students, and
management and negotiation of copyrights.
Company Description
The flows & product
1. Collecting students and their works in
America.
2. Issuing the works via magazines, comics, or
online in America and Japan.
3. Permitting or selling the copyrights to media
companies and merchandise companies
both in America and Japan.
Strategic Focus and Plan
Mission and Vision
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Creating a new entertainment culture and
business in America.
Interchanging mutual understanding between
Asian and Western culture.
Promote a new field of education.
Strategic Focus and Plan
Goals
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Non-financial Goals
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Gaining company’s brand awareness, and
market share by early entrance
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Financial Goals
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School division—Break even
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Publishing division—Raise $50,000
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Copyright division—Raise $100,000
Location
of Factor
Type of Factor
Favorable
Unfavorable
Internal
Strengths
•Early entrance to Manga
school market
•Connection to Japanese
community in Los Angeles
•Sister going to a top art college
in Japan can draw Manga
Weaknesses
•No experience of working
•No knowledge of drawing Manga or
publishing
•Possibility that ROI takes long time
External
Opportunities
•The small number of American
Manga artists
•No Manga school in America
•Market is growing by the
young
•Purchase of Manga by libraries
Online-school has been
accepted
•∑Book
Threats
•Regulation for the minors
•Graphic novels for only kids
•Giant American and Japanese Manga
publishers
Situation Analysis
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Strengths
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Weaknesses
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ROI (Return on Investment)
Opportunities
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Access to JBA (Japanese Business Association)
∑Book (Sigma Book)—portable digital reading
book
Threats
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Regulatory for Manga
Demand Analysis
Japanese Market
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Manga alone accounts for nearly 40 % of the
Japanese publishing industry
steady stability of 12% of growth in 2002
Demand Analysis
U.S. Market
 The online distance learning market was
expected to grow 38% in 2004
 The number of American graphic novelists is
increasing
 U.S. Manga market at retail stores grew
approximately 25% in 2004
Segment Analysis
Manga school division
 Residents in Los Angels, California, and its neighbor
 Distance online learners
 People majoring art
 Comics readers
 Pupils and students in public and private schools
including home school, preschool, kindergarten,
elementary school, middle school, high school, and
college and university.
Segment Analysis
Publisher division
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Magazines and comics readers
Animation viewers
Video-gamers
Segment Analysis
Copyright licensing division
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Animation companies
Television companies
Movie companies
Game companies
Toy companies
Food companies
Targeting
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Millenials
Children from 1st to 12th grade
Escape from social pressure
Purchase of Manga by libraries due to the
declining of children’s interests for novels
Children born upper 1994
Help to understand contents of books
Online education
Positioning
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The first cultural and business organization
The model of Manga school with moral and
ethics
A literal organization that produces culturally
and socially significant Manga
Differentiation
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Gaining its brand as the first Manga
institution
A pioneer to offer new Manga genres
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Ex.—Hip-Hop, American school
Marketing Strategies
Product Strategy
1. School division
 Offer very specific contents of classes
 The online access will be a main avenue
 Textbooks will be free
 No supply the materials to students
Marketing Strategies
2. Publishing division
 Helps councils and discusses with students
about structures, contents, the number of
pages and schedules
 Online access will be focused
 Contracts with paper companies, markets,
and sells magazines and comics to
bookstores and retail stores or online
Marketing Strategies
3. Copyright licensing division
 Manga Dream LLC possesses the copyrights
of the students’ works
 The copyrights will be permitted to use by
monetary deals or sold
Marketing Strategies
Price Strategy
1. School fees
 First membership fee of $100
 Tuitions and textbooks will be free
 Fees for Manga materials
 contracts to an identified Manga material
company
Marketing Strategies
2. Prices of magazines, comics and eBooks
 Should be inexpensive
 Below American market prices of $5 to $8
 Set $2 to $4 as same as Japanese Manga
market prices
Marketing Strategies
3. Prices of copyrights
 selling copyrights—based on the estimated
profits including future values
 leasing copyrights—based on 20% of the
estimated profits produced by the usage of
copyrights
Marketing Strategies
Promotion Strategy
 Conventions and events—attend to
conventions and events related comics,
animations, toys and games
 Free Manga instruction—teach how to draw
Manga free in local schools and libraries
 Free online Manga delivery—an electronic
Manga book delivered free via online to
schools nationwide
Marketing Strategies
Place (Distribution) Strategy
1. School Division
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The recorded video system through viewers such
as Windows Media Player and RealPlayer
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No broadcasted on real time
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Frequently asked questions (FAQ) Illustrations,
animations and the recorded video system
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Online chatting or e-mail
Marketing Strategies
2. Publishing division
 real-time multimedia with ViewCam or
WebTV
3. Copyright licensing division
 copyright agency companies such as
Copyright Agency Limited
Human Resources Plan
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Takefumi Kawahara—President, CEO, CFO,
and human resources manager
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Future employee 1—Manga school instructor
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Future employee 2—Publishing manager and
licensing manager
Implementation Plan
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December 2005 – Continue research and development of the
marketing plan of Manga Dream LLC
June 2006 – Begin leaning basic of how to draw Manga and
compile
April 2007 – Hire a Manga school instructor
July 2007 – Open Manga School
April 2007 – Hire a publishing and licensing manager
July 2008 – Establish the publisher division
December 2008 – Begin publishing Manga
July 2009 – Establish the copyright agency division
October 2009 – Begin negotiation of copyrights to media
companies.
Evaluation and Control
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the innovation of creating excellent American
Manga artists and Manga by the collaboration
supported by technologies such as real-time
multimedia and ∑Book
regulatory changes or accounting systems
changes