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The Weinstein Company (TWC) is an independent American film studio founded by Harvey and Bob Weinstein in 2005 after the pair left the Disney-owned Miramax Films, which they had co-founded in 1979. The brothers retained ownership of the Dimension Films label of Miramax.


Their first releases in 2005 included the dramatic thriller Derailed (starring Jennifer Aniston and Clive Owen), the offbeat comedy-drama Transamerica (starring Felicity Huffman) the computer-animated family film Hoodwinked, the World War II-era comedy-drama Mrs. Henderson Presents (starring Judi Dench and Bob Hoskins) and the caper comedy The Matador (starring Pierce Brosnan and Greg Kinnear).

In February 2006, TWC announced a distribution pact with Metro-Goldwyn-Mayer.[2] MGM distributed the product domestically in theaters, while TWC will retain long-term ownership of their product.

In July 2006, the Weinsteins and Robert L. Johnson announced the creation of a joint venture studio titled Our Stories Films, which will distribute African-American-oriented films.[3] In late August 2006, it was announced that TWC and co-investors Hubbard Media Group purchased Ovation TV, an arts-focused cable channel.[4]

In November 2006, TWC announced a three-year deal with Blockbuster Video to give the video renting company exclusive rights for rentals starting on January 1, 2007.[5] However, under the First Sale Doctrine of United States copyright law, other rental companies are able to rent copies of the company's movies purchased at retail.[citation needed]

The company is the co-producer, along with Miramax, of the Lifetime reality series Project Runway, which for its first five seasons aired on Bravo.[citation needed]

Some rights to films originally produced by Miramax (under the leadership of the Weinsteins), as well as some films either distributed by or had rights reverted to Miramax now lie with TWC.[citation needed] For example, Genius Products/Weinstein Company Home Entertainment has reissued both released versions of Cinema Paradiso, originally distributed theatrically and on home video by Miramax.[citation needed]

On May 24, 2007, The Weinstein Company announced the launch of three new direct-to-video labels: The Miriam Collection, Kaleidoscope TWC, and Dimension Extreme.[6]


One of the well-known cases was that of Nestlé, a Swiss multinational conglomerate. The company manufactures the best chocolate as they claim. To supplement breast milk, the company also makes infant formula. After the World War II, company sales were good. However, due to the birth rate in developed countries, sales started to decline. In response to the problem, the company decided to find a new market within third world countries. Eventually, the company was able to market their formula aggressively, achieving dominance in the market share in a billion-dollar industry. At first glance, there is no apparent reason for this marketing mix to go wrong ( 1991). However, according to (1986, p. 47-61), Nestlé used several promotional strategies that would have been appropriate with a different population but harmed third world consumers. Specifically, it employed missionary sales agents under the guise of milk nurses to give away samples and discourage breast feeding. Nestlé also promoted heavily through physicians. In addition to their marketing practices, Nestlé was criticized for bad quality control and for not ensuring that customers knew how to properly use the formula. Many infant illnesses and deaths resulted. This triggered responses from health agencies and concerned citizens around the world. The media blasted Nestlé. Consumer boycotts of Nestlé products were organized--with notable success. A worldwide boycott started in 1977 and was in full swing by 1981 when the World Health Organization came down on infant formula advertising. At first, the company did not do anything about it but the negatively publicity went on. Eventually, the company agreed to be monitored by a special committee. By 1984, several consumer groups have dropped the issue and Nestlé products revived its status on the worldwide market. In spite of this, there were people who have remained unconvinced, thus significantly affecting the company’s reputation to the public.

According to (1986), giant corporations should remember the importance as well as the vulnerability of their image to the public. Their marketing strategies should be carefully constructed in such a way that sincerity is implied. (1986) also recommended that companies devote a good deal of energy to creating and communicating a positive public image that fits the company's mission. He believes that this needs to be done on all levels, from physical facilities to dealers to prices to advertising and public relations.

From this case, two significant points were neglected by the company. One is that it created strategies without thinking about the perception of the public and that the company was unable to use its strategies to communicate well with its consumers. Thus, this case emphasizes on the significance of utilizing the extended uses of marketing mix. Indeed marketing mix is not only for the satisfaction of the customer needs and profit-gaining. The extended uses of marketing mix imply the significance of using the concept to preserve a good image to the public and create long term relations.
 
The Weinstein Company (TWC) is an independent American film studio founded by Harvey and Bob Weinstein in 2005 after the pair left the Disney-owned Miramax Films, which they had co-founded in 1979. The brothers retained ownership of the Dimension Films label of Miramax.


Their first releases in 2005 included the dramatic thriller Derailed (starring Jennifer Aniston and Clive Owen), the offbeat comedy-drama Transamerica (starring Felicity Huffman) the computer-animated family film Hoodwinked, the World War II-era comedy-drama Mrs. Henderson Presents (starring Judi Dench and Bob Hoskins) and the caper comedy The Matador (starring Pierce Brosnan and Greg Kinnear).

In February 2006, TWC announced a distribution pact with Metro-Goldwyn-Mayer.[2] MGM distributed the product domestically in theaters, while TWC will retain long-term ownership of their product.

In July 2006, the Weinsteins and Robert L. Johnson announced the creation of a joint venture studio titled Our Stories Films, which will distribute African-American-oriented films.[3] In late August 2006, it was announced that TWC and co-investors Hubbard Media Group purchased Ovation TV, an arts-focused cable channel.[4]

In November 2006, TWC announced a three-year deal with Blockbuster Video to give the video renting company exclusive rights for rentals starting on January 1, 2007.[5] However, under the First Sale Doctrine of United States copyright law, other rental companies are able to rent copies of the company's movies purchased at retail.[citation needed]

The company is the co-producer, along with Miramax, of the Lifetime reality series Project Runway, which for its first five seasons aired on Bravo.[citation needed]

Some rights to films originally produced by Miramax (under the leadership of the Weinsteins), as well as some films either distributed by or had rights reverted to Miramax now lie with TWC.[citation needed] For example, Genius Products/Weinstein Company Home Entertainment has reissued both released versions of Cinema Paradiso, originally distributed theatrically and on home video by Miramax.[citation needed]

On May 24, 2007, The Weinstein Company announced the launch of three new direct-to-video labels: The Miriam Collection, Kaleidoscope TWC, and Dimension Extreme.[6]


One of the well-known cases was that of Nestlé, a Swiss multinational conglomerate. The company manufactures the best chocolate as they claim. To supplement breast milk, the company also makes infant formula. After the World War II, company sales were good. However, due to the birth rate in developed countries, sales started to decline. In response to the problem, the company decided to find a new market within third world countries. Eventually, the company was able to market their formula aggressively, achieving dominance in the market share in a billion-dollar industry. At first glance, there is no apparent reason for this marketing mix to go wrong ( 1991). However, according to (1986, p. 47-61), Nestlé used several promotional strategies that would have been appropriate with a different population but harmed third world consumers. Specifically, it employed missionary sales agents under the guise of milk nurses to give away samples and discourage breast feeding. Nestlé also promoted heavily through physicians. In addition to their marketing practices, Nestlé was criticized for bad quality control and for not ensuring that customers knew how to properly use the formula. Many infant illnesses and deaths resulted. This triggered responses from health agencies and concerned citizens around the world. The media blasted Nestlé. Consumer boycotts of Nestlé products were organized--with notable success. A worldwide boycott started in 1977 and was in full swing by 1981 when the World Health Organization came down on infant formula advertising. At first, the company did not do anything about it but the negatively publicity went on. Eventually, the company agreed to be monitored by a special committee. By 1984, several consumer groups have dropped the issue and Nestlé products revived its status on the worldwide market. In spite of this, there were people who have remained unconvinced, thus significantly affecting the company’s reputation to the public.

According to (1986), giant corporations should remember the importance as well as the vulnerability of their image to the public. Their marketing strategies should be carefully constructed in such a way that sincerity is implied. (1986) also recommended that companies devote a good deal of energy to creating and communicating a positive public image that fits the company's mission. He believes that this needs to be done on all levels, from physical facilities to dealers to prices to advertising and public relations.

From this case, two significant points were neglected by the company. One is that it created strategies without thinking about the perception of the public and that the company was unable to use its strategies to communicate well with its consumers. Thus, this case emphasizes on the significance of utilizing the extended uses of marketing mix. Indeed marketing mix is not only for the satisfaction of the customer needs and profit-gaining. The extended uses of marketing mix imply the significance of using the concept to preserve a good image to the public and create long term relations.

Hey abhi, thanks for your help and sharing the marketing mix report on The Weinstein Company (TWC). Well, i have also a document and uploading it where you would get more information on The Weinstein Company (TWC).
 

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