FACULTY OF BUSINESS AND MANAGEMENT

SEMESTER OCTOBER 2023 – FEBRUARY 2024

MGT028

INTRODUCTION TO BUSINESS

ASSIGNMENT 1:
BENCHMARKING (MARVEL AND DC COMICS)

NAME : MUHAMAD IMAN ZULHAZIQ BIN

SAIRLYZAL

STUDENT’S ID NUMBER : 2023685998

GROUP : BA0021H
LECTURER’S NAME : DR. HIDAYATUN
DATE OF SUBMISSION : 13 DECEMBER 2023

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TABLE OF CONTE NT

NO. TOPIC PAGE

1. INTRODUCTION 3-4

2. STRATEGIC BENCHMARKING 5-10

3. COMPARISON 11-13

4. RECOMMENDATION 14

5. CONCLUSION 15

6. REFERENCE 16

7. APPENDICES 17

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1.0 INTRODUCTION
1.1 MARVEL OVERVIEW
Originally known as Timely Comics, Marvel was founded in 1939 by Martin
Goodman and rebranded as Atlas Comics in 1951.The creators of every fictional character in
Marvel comics included Steve Ditko, Jack Kirby, Stan Lee, and numerous others. Compacted
as the Company's main brand, the marvel brand has been used for many years and decades.

After emerging from bankruptcy in 1998, the company started to expand its cinematic
offerings under the Marvel Studio banner and diversify its output by releasing prints aimed at
a variety of demographics. Publisher Marvel began publishing digital comics in 2007-2009 saw
powerover the parent company of marvel comics from the walt disney company

Marvel's Cinematic Universe (MCU) launched the company into a new era of global
entertainment dominance. Beginning with "Iron Man" in 2008, the MCU painstakingly
intertwined standalone films and interconnected story arcs, culminating in epic ensemble pieces
like "The Avengers." The MCU not only brought beloved characters to life on screen, but it
also reshaped the landscape of cinematic storytelling, establishing new benchmarks for
interconnected franchises.

This Photo by Unknown Author is licensed under

(The first logo of marvel comics.) (Animated picture of Marvel Comics
Creator.)

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DC COMICS OVERVIEW

One of the biggest American comic book and media entertainment companies, DC
Comics, Inc.'s iconic comics-based properties featured some of the most enduring and
recognizable characters in popular culture from the 20th and 21st centuries.DC Entertainment,
the company's parent, is a fully owned subsidiary of Warner Bros. Their main office is located
in Burbank, California.

Malcolm Wheeler-Nicholison was a well-known creator and writer of DC Comics.

Founded in 1934 as a companion publication to national publications, The corporate office of
DC Comics Inc. is situated in Berkeley, California.

The storyline in 1985–1986 was a major crossover event that aimed to simplify and streamline
the DC Comics continuity by merging multiple universes into one. DC Comics characters have
appeared in a variety of media, including films and television shows. The DC Extended
Universe (DCEU) is a film franchise that includes films such as "Man of Steel," "Wonder
Woman," "Aquaman," and "Justice League."

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2.0 STRATEGIC BENCHMARKING
PROCESS STRATEGY

1)MARVEL

Marvel has taken a strategic approach, using each superhero film as a building block
to create a cinematic universe that spans multiple franchises and connects all superhero story
arcs into one compelling story. Marvel's success in universe creation can be attributed to three
strategic decisions: a master plan, omnichannel content development, and a project and
program approach. .

In less than a decade, Marvel Studios has reinvented the franchise film. Its 22 films have
grossed more than $17 billion, more than any other film franchise in history. At the same time,
according to Rotten Tomatoes, they have an impressive 84 percent approval rating (the average
for the top 15 grossing franchises is 68 percent) and receive an average of 64 nominations and
awards per film.

That equilibrium is much more difficult to achieve than it appears. Making a successful
film that can support a franchise is difficult. Six of the eight worst-performing big-budget films
in 2017 were meant to kick off new franchises. Even if the first film is successful, the sequels
are not.
2) DC COMICS
DC Comics, a comic book industry powerhouse, has successfully captivated audiences
for decades with iconic characters such as Superman, Batman, and Wonder Woman. To
navigate the dynamic landscape of comic book entertainment, the company employs a
comprehensive process strategy behind the scenes. This essay delves into DC Comics' key
strategic processes, which include creative development, marketing, and adaptation to digital
platforms.
The marketing strategy for the company is multifaceted, encompassing traditional media,
digital platforms, and collaborations. Strategic alliances with retailers, merchandise producers,
and entertainment venues increase brand visibility. Special events, variant covers, and limited
editions are used to generate interest and sales. DC Comics' marketing strategy extends beyond
comic books, with characters promoted through animation, movies, and television shows,
ensuring a consistent and broad brand presence.

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2.1 PRODUCT STRATEGY
1) MARVEL
Marvel has demonstrated innovation not only in storytelling but also in marketing and
merchandising. The creation of teaser trailers, post-credit scenes, and interconnected story arcs
generates buzz and speculation, keeping fans engaged between releases. Furthermore, Marvel's
merchandise strategy is highly effective, with a wide range of products ranging from action
figures to apparel cat
ering to fans of all ages.

The creation of an integrated cinematic universe (MCU) is Marvel's most distinctive and
influential strategy. Marvel can weave intricate storylines and create a cohesive narrative across
multiple platforms thanks to this interconnected web of films and television series. Characters
move seamlessly between movies and shows, increasing audience engagement and anticipation.
This strategy not only maximizes storytelling potential but also takes advantage of cross-
promotion, resulting in increased merchandise sales and sustained fan interest.

2) DC COMICS
The expansion of DC Comics' product strategy beyond traditional comic books is one of
its defining features. DC has strategically diversified its offerings to include television shows,
movies, video games, and merchandise in response to the rise of multimedia platforms. This
strategy not only broadens the audience base but also fosters synergies across various media
channels. The success of cinematic universes such as the DC Extended Universe (DCEU) and
hit TV shows such as "Arrow" and "The Flash" demonstrate the efficacy of this multi-media
approach.

To remain relevant in the digital age, DC Comics has embraced digital transformation
as technology continues to shape the way content is consumed. The introduction of digital
comics and subscription services, such as DC Universe Infinite, demonstrates the company's
commitment to meeting the changing preferences of readers who seek convenient and
accessible ways to enjoy their favorite content. This strategic shift has not only opened up new
revenue streams for DC Comics, but it has also enabled the company to connect with a global
audience in real time.

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 2.2 PRICING STRATEGY
1)MARVEL

First of all, marvel use a strategy called “Multi-tiered Pricing”. In order to appeal
to an assortment of customers, entertainment companies frequently offer their items at many
pricing tiers. For instance, Marvel might provide various price points for digital content, comic
books, merchandising, and other products. Not only that, marvel also Partnerships and
Licensing their product. Marvel is able to enter into partnerships and licensing negotiations with
the objective to expand the capabilities of its product line. By using this tactic, they may target
distinct consumer groups and profit on the enduring appeal of their characters by selling a range
of goods, including apparel, toys, and more.

Moreover, marvel move further with their strategy called “subscription plans”.
Marvel might provide plans for paying subscribers to obtain digital content, including streaming
services, digital comics, and other special online resources. Subscription business concepts can
generate a consistent flow of income and cultivate an enthusiastic customer base. Additionally,
marvel also made a strategy called “bundling”. A different common strategy is to gather things
together and offer them at a discount. Marvel, for example, occasionally offers packages that
contain comic books, merchandise, and passes to special events or online material.

Besides that, marvel provide a tactic called “Dynamic pricing” in order to entails
adjusting prices in response to market demand, seasonality, or additional variables. To
maximize revenue, Marvel may implement dynamic pricing for specific products or events.
Then, marvel made a discounts and promotions. On a regular basis discounts, special offers, or
promotions can be used to draw in new shoppers, enhance revenues, and instill a sense of
urgency in existing ones.

Finally, marvel made a strategy called “Event-driven Pricing”. This may change in
response to major events such as movie releases, comic book anniversaries, or conventions.
Marvel may use these events to release special editions or offer limited-time promotions.

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 2) DC COMICS

First of all, Dc comics made a tactic called “Price Variability”. Comic book
publishers frequently distinguish between single-issue comics and collected editions such as
trade paperbacks. Single issues usually are cheaper to buy, whereas collected editions, which
include multiple issues, are more expensive. Not only that, Dc comics also Demanding in the
Market Popular Series vs. Unknown Series. Pricing may differ depending on the popularity of
a specific title. Due to increased demand, high-demand series or major crossover events may
have higher prices.

Moreover, with the rise of digital platforms, publishers are increasingly providing
digital versions of their comics. Because of the cost savings associated with digital distribution,
digital comics may be priced Digital Distribution: Publishers now frequently offer digital
versions of their comics due to the growth of digital platforms. The pricing of digital comics
may differ from that of print comics due to the cost savings that come with digital distribution.

Besides that, Dc comics made a tactic called “Subscription Services”.For a monthly

charge, some publishers provide readers with access to a specific quantity of comics through
subscription services. For frequent readers, this might be a more affordable choice. Not only
that, Dc comics made a strategy named “Collector's Items”. Publishers frequently release
special editions, variant covers, or limited print runs that are more expensive. These editions
may contain extra content, such as exclusive artwork or behind-the-scenes footage.

Last but not least, DC may release tie-in issues or special editions at different price
points during major crossover events or special story arcs. These issues are frequently part of a
larger narrative and may be priced accordingly. Thus, Publishers may adjust prices on a regular
basis in response to market conditions, inflation, or changes in production costs.

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 2.3 PROMOTION STRATEGY

1) MARVEL

Marvel Studios typically releases trailers and teasers well in advance of the release
of a film or television series. Fans are excited and anticipate these previews. They carefully
plan when and where to release these trailers, often timing them to coincide with major
entertainment events or conventions. Not only that, Marvel has a strong presence on multiple
social media platforms as well, including Facebook, Twitter, Instagram, and YouTube. They
post updates and behind-the-scenes content and interact directly with fans. This fosters a sense
of community and keeps fans up-to-date on upcoming releases.

Not only that, Marvel holds global premieres for their major releases on a regular
basis. These occurrences are not Marvel's promotional strategy relies heavily on merchandise.
When a new film or television series is released, a flood of related merchandise, such as action
figures, clothing, and collectibles, usually follows. This not only increases revenue but also
serves as advertising. They not only serve as high-profile celebrations, but they also attract
media attention, further promoting the upcoming project.

2) DC COMICS

DC Comics attends major comic conventions such as San Diego Comic-Con,

New York Comic-Con, and others on a regular basis. These events give you the opportunity to
interact with fans, promote new releases, and make major announcements. DC Comics is also
active on social media platforms such as Facebook, Twitter, Instagram, and YouTube. They use
these platforms to share news, previews, and behind-the-scenes content, as well as to interact
with fans directly.

Thus, DC comics also provide exclusive previews of upcoming issues,

storylines, or cover art may attract fans' interest. Collaboration with comic book news websites
and influencers is frequently required. DC Comics frequently collaborates with other media
platforms to promote their characters and stories. This includes collaborations with television
networks, film studios, and video game developers.

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 2.4 DISTRIBUTION STRATEGY

1)MARVEL

Releases for the Stage Marvel Studios' superhero films are typically released in
theaters around the world. This strategy enables them to capitalize on box office revenues
while leveraging the big-screen experience. Not only that, marvel uses it strategy called
“Household Entertainment”. Marvel distributes its films through various home entertainment
channels, including DVDs, Blu-rays, and digital platforms, after the theatrical release
window. This enables fans to buy or rent the films for home viewing.

Toys, apparel, accessories, and other items are available from Marvel. These
products are available through a variety of retail channels, including both physical stores and
online platforms. Not only that, but Marvel has a wide range of merchandise, including toys,
apparel, accessories, and more. These products are available through a variety of retail
channels, including both physical stores and online platforms.

2) DC COMICS

DC Comics has traditionally relied on the direct market distribution system, in

which comic book specialty shops and independent retailers order comics directly from
Diamond Comic Distributors, one of the industry's largest distributors. However, it's worth
noting that the comic book industry's distribution model has changed in recent years.

Besides that, DC Comics distributed its graphic novels and trade paperbacks
through bookstore chains, independent bookstores, and online retailers such as Amazon to
expand its reach beyond traditional comic book stores. This enabled them to reach a broader
audience and attract readers who might not otherwise visit specialty comic shops.

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 3.0 COMPARISON BETWEEN MARVEL AND DC COMICS

3.1 Marvel strength

• Solid reliability Portfolio of Franchises: Marvel offers an extensive and varied roster
of renowned characters and properties, including the X-Men, Iron Man, Spider-Man,
and Avengers, all of which enjoy enormous fan bases.
• Cinematic Success: A series of blockbuster films that have grossed a substantial amount
of money and gained widespread acclaim have made the Marvel Cinematic Universe
(MCU) extremely successful.
• Integrated Storytelling: One of the Marvel Cinematic Universe's main selling points
has been the way its characters and plots are interconnected across various films and
television shows.
• Opportunities for Merchandising: Marvel's characters offer a wide range of
merchandise options, such as toys, apparel, and other consumer goods.

Marvel weakness

• Dependency on Key Characters: A select group of characters are frequently

absolutely essential to Marvel's success. If audience tastes change, an over-reliance on
these characters could become a liability.
• Competition: Major studios and franchises are fighting for the attention of
moviegoers and box office success in the fiercely competitive entertainment sector.
• Creative Burnout: The pressure to keep up the cohesive plot and consistently deliver
box office hits can lead to creative burnout or exhaustion.
• The act of diversification Challenges: Since audiences may identify Marvel primarily
with superhero content, branching out into new genres or media may present
difficulties.

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 2)DC Comics

3.2 DC Comics strength

• Multimedia Presence: DC has been able to effectively extend its reach beyond comic
books to a variety of media, such as video games, TV series, movies, and merchandise.
• Global Fanbase: DC Comics enjoys a devoted and robust global fanbase that helps
sustain a steady stream of devoted customers.
• Legacy and History: DC Comics has a rich history that dates back to the 1930s, and it
has made a significant contribution to the comic book industry.
• Diverse Universe: There are a lot of different characters, plots, and parallel universes
in the DC Universe, which makes for an abundance of material for storytelling.

DC Comics weakness

• Consistency Problems: DC has struggled to keep the plots of its comic books
consistent, confusing some readers with frequent reboots and continuity changes.
• Market Competition: DC Comics' primary rival, Marvel Comics, as well as other up-
and-coming comic book publishers, present fierce competition.
• Complex Continuity: New readers may find DC's multiverse and continuity too
complex and confusing, which could restrict the reach of the series.
• Film Adaptation Challenges: Despite their commercial success, DC's film
adaptations have come under fire for inconsistent storytelling and tone shifts, which
has resulted in a less cohesive cinematic universe than Marvel's.

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 3.3 COMPARISON BETWEEN MARVE; AND DC COMICS

The two titans of the comic book industry, Marvel Comics and DC Comics, each have a
rich history, recognizable characters, and distinctive storytelling philosophies. Both have made
significant contributions to popular culture, but they differ in a few key ways. The objective of
this essay is to examine and contrast Marvel and DC Comics with respect to their beginnings,
character growth, thematic components, and general influence on the entertainment industry.

Marvel is well known for emphasizing the complex relationships between its heroes and
for the character development of its characters. Readers can relate to characters like Spider-
Man, Iron Man, and the X-Men more deeply because they are dealing with personal struggles.
Storylines examining the heroes' development, frailties, and fallout from their deeds frequently
show how they change over time.

Conversely, DC is more likely to emphasize traditional characters who uphold high moral
standards. As representatives of justice, Wonder Woman, Batman, and Superman frequently
feature epic battles between good and evil. Character development occurs for DC characters as
well, but the focus is primarily on their iconic status and the effects they have on society.

Marvel and DC have both made a lasting impression on popular culture, influencing not just
comic books but also movies, TV shows, apparel, and other mediums. Marvel has achieved
unprecedented success in the cinematic universe, which is referred to as the Marvel Cinematic
Universe (MCU), establishing a shared universe that encompasses numerous interconnected
TV shows and films. The MCU has grown to be a global cultural phenomenon that is drawing
crowds from all over the world and reinventing the superhero movie genre.

Despite having trouble creating a coherent cinematic universe, DC has had success with
standalone character adaptations. The success of Wonder Woman and iconic depictions of
Batman demonstrate the DC characters' enduring appeal. The variety of narrative techniques
used in DC adaptations, from Zack Snyder's stylized universe to Christopher Nolan's realistic
Batman trilogy,

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 4.0 RECOMMENDATION

The decision to favor Marvel over DC or vice versa is highly personal and varies widely.
Two of the most well-known and prosperous comic book publishers are Marvel and DC, and
they both have expansive worlds full of characters and tales. For the following reasons, some
people might favor Marvel over DC:

Marvel is renowned for incorporating wit and humor into their stories. Those who prefer
a lighter tone and comedic elements in their superhero stories will find the humor and banter in
Marvel comics and films to be appealing.

Success of the Marvel Cinematic Universe (MCU): These characters have been made more
widely known thanks to the MCU's success. Marvel has a huge fan base thanks to its well-
received films and interconnected storytelling.

Pioneering Narrative: Marvel has a reputation for experimenting with various narrative
approaches and taking chances with its characters. A fan base that values novel and unusual
storytelling techniques may be drawn to this openness to innovation.

Character Development: Marvel frequently places a strong emphasis on this aspect, enabling
characters to change over time. For readers who appreciate witnessing the development and
transformation of their favorite heroes and villains, this may result in a more dynamic and
captivating experience.

Marvel has made an attempt to broaden its audience appeal and diversify its cast of characters.

Many fans, who value having more representation in their favorite stories, have found

resonance in this dedication to inclusivity.

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 5.0 CONCLUSION

In conclusion, consumer might more prefer Marvel over DC Comics. It is because Marvel's
focus on flawed, relatable characters resolving difficult personal issues contrasts with DC's
legendary heroes, who represent enduring justice ideals. These titans of comic books have both
had a significant impact on how entertainment is shaped and have left a lasting legacy that
enthralls people everywhere.

The Marvel Cinematic Universe (MCU) is a ground-breaking accomplishment for Marvel

in the film industry. The films and characters are interconnected, which has completely changed
the way that cinematic storytelling is told and provided viewers with a seamless, immersive
experience. Conversely, DC has encountered difficulties in creating a cohesive cinematic
universe, leading to a more disjointed storytelling style. Marvel has raised the bar for superhero
movies with its skill at tying together complex storylines from several films to create a seamless
whole.

Ultimately, selecting Marvel as your go-to entertainment source offers a special fusion of
varied characters, connected storytelling, technological innovation, emotional nuance,
international appeal, reliable quality, a vibrant fan base, and flexibility. All of these elements
work together to make Marvel a powerful and adored force in the entertainment industry.

Marvel's storytelling approach has not only revolutionized the superhero genre but also
created a global cultural phenomenon that audiences find endearing. The Marvel Cinematic
Universe is a living example of the power of storytelling, bringing to life a colorful array of
characters and narratives that have left a lasting impression on the world of film. Amidst the
ever-expanding multiverse of superheroes, my heart belongs to the Marvel universe, where
every hero is flawed, every story is interconnected, and the possibilities are only limited by the
audience's imagination.

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6.0 REFERENCE

1) https://www.britannica.com/topic/Marvel-Comics

2) https://www.marvel.com/corporate/about

3) https://marvel.fandom.com/wiki/Marvel_Comics

4) https://en.m.wikipedia.org/wiki/Marvel_Cinematic_Universe

5) https://dc.fandom.com/wiki/DC_Comics

6) https://www.dc.com/aquaman

7) https://www.mentalfloss.com/article/647943/dc-comics-facts

8) https://www.nytimes.com/2023/01/31/business/media/dc-studios-superman.html

9) https://thestrategystory.com/2021/03/29/marvel-cinematic-universe-strategy/amp/

10) https://www.vulture.com/2020/12/dc-wonder-woman-movie-strategy-universe.html

11) https://www.linkedin.com/pulse/marvel-vs-dc-pricing-strategies-can-save-industry-
roy-nandi

12) https://www.atlantis-press.com/article/125972007.pdf

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 7.0 APPENDICES

(DC comics iconic logo)

(Marvel studio new debut logo)

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