[마케팅전략] Monday Night Wars 사례(영문)

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레포트 > 경제경영계열
2010.12.28
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[마케팅전략] Monday Night Wars 사례(영문)에 대한 자료입니다.

-Case Introduction

-Introduction of the Industry

The History and Environment

The Revenue Structure and Consumer Demand

Character and Story

Fans

-Introduction of the Company

Brief Overview of World Wrestling Entertainment

The History of World Wrestling Entertainment(WWE)

Products

Ownership and Control

-The Emergence of WCW Monday Nitro

Broadcast Power

Recruits

New World Order

Other Factors

-WWE Attitude

Stone Cold Steve Austin

Degeneration X and the other Factions

"Mr. McMahon"

Reinventing and Developing Wrestlers and Matches

Creative Team and Management Control

WCW fallls

-End of the War

The Night of Champions – Final broadcast

Aftermath

-Mission

본문내용

New World Order
On May 19, 1996, as the numbers and rating were growing, WCW recruited two of the WWF's biggest superstars Scott Hall and Kevin Nash whose contracts had just been expired. Hall and Nash didn't show any intentions of leaving WWF beforehand and even gave their word to WWF that they'd stay. So nobody was expecting to see them on WCW's show.
So, instead of making a statement that they had just recruited two of the WWF's most talented athletes, WCW used the shock in their storyline. They posed two new employees as the 'outsiders', whom are invaders from WWF trying to take WCW over. This created a lot of excitement which rose to it's peak when Hulk Hogan turned on WCW and affiliated with the outsiders to create the New World Order(NWO).
At first, betrayal of Hogan and this new organization sent fans in an outrage. But as the story line went on, even though they were the bad guys beating everyone up and rampaging the WCW, they were so dominant that the some portion of the fans began to like them. It divided the WCW fans in a way that helped the business. Through this, WCW reached the audience who were not satisfied with neither WCW nor WWF. It became so huge that the demand for the conflict within
WCW(between WCW and NWO) surpassed the interest that people sought in the competition between WCW and WWF, resulting more fans turning loyal to WCW. Because of this, WCW would defeat WWF for 84 consecutive weeks.
The NWO storyline was an idea of the WCW Executive Vice President Eric Bischoff. He attended a pro-wrestling show in Japan and saw invasion type concept in their story. Bischoff wanted to do an angle where WCW was attacked and sabotaged by another organization and the NWO just happened to be there at the right time, right place.
The NWO was originally portrayed as a separate entity from WCW. They did their own promotions, had their own logo, sold their own merchandizes, and even try to run their own show, which of course was part of the storyline. NWO had trademark hand-signals, and catch phrase that directly affected the marketing of their merchandizes resulting in tremendous sales.

Other Factors

참고문헌

Web
Phantom. Bleacher Report. "WWE Weekly Top 10: 10 Reasons Why Fans Love WWE's Attitude Era." http://bleacherreport.com/articles/394232-the-weekly-top-ten-10-reasons-why-fans-love-wwes-attitude-era?search_query=attitude. [2010. 6. 2]
Walker, Dave. Bleacher Report. "The WWE Attitude Era and Five Reasons It was So Successful." http://bleacherreport.com/articles/395931-the-wwe-attitude-era-and-five-reasons-it-was-so-successful. [2010. 6. 2.]
Wikipeida. "Monday Night Wars." http://en.wikipedia.org/wiki/Monday_Night_Wars. [2010. 6. 2.]
Wikipeida. "World Wrestling Entertainment." http://en.wikipedia.org/wiki/World_Wrestling_Entertainment. [2010. 6. 2.]
Wikipeida. "WWE Raw." http://en.wikipedia.org/wiki/WWE_Raw. [2010. 6. 2]
Wikipeida. "World Championship Wrestling." http://en.wikipedia.org/wiki/World_Championship_Wrestling. [2010. 6. 2.]
Wikipeida. "WCW Monday Nitro." http://en.wikipedia.org/wiki/WCW_Monday_Nitro. [2010. 6. 2.]
Wikipeida. "Professional Wrestling." http://en.wikipedia.org/wiki/Professional_wrestling. [2010. 6. 2.]
WWE Corporate. http://corporate.wwe.com/. [2010. 6. 2.]
WWE.COM. http://www.wwe.com/. [2010. 6. 2]

DVD
WWE. "The Rise and Fall of WCW DVD."
WWE. "The Monday Night War DVD."

#마케팅전략 #Wars #Night #마케팅 #Monday

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