Disney case study

WELCOME TO THE WORLD OF
DISNEY

FLASHBACK
•An American diversified multinational mass media and
entertainment conglomerate.
•Headquartered at the Walt Disney Studios in Burbank,
California.
•World's second largest media conglomerate in terms of
revenue, after Comcast.
•Founded on October 16, 1923, by Walt Disney and Roy O.
Disney as the Disney Brothers Cartoon Studio .
•Currently it has estimated a net worth of about 36 billion
dollars.

HOW DID IT ALL START??
• Walt Disney started a small company called Laugh-O-Grams,
which eventually fell bankrupt.
• He then headed to Hollywood to start afresh.
• “Alice Comedies” made Disney a recognized Hollywood figure.
• On October 16, 1923 he started a joint venture Disney
Brothers Cartoon Studio, with his brother, Roy.
• 1928 marked Mortimer Mouse’s birthday, later renamed to
Mickey Mouse.

By 1932, the company won its first Academy Award for Best Cartoon,
for the Silly Symphony.
Snow White and the Seven Dwarfs was released in 1937; became the
highest grossing film of its time.
•In 1939, the Disney Studio began its move to Burbank, California.
•Advent of World War II halted the production of films as the Walt
Disney company contributed its skills to the war effort.
•1950s marked the production of its first live-action film, Treasure
Island and Cinderella.
•In 1955, The Mickey Mouse Club also made its debut.

•In 1955 marks another landmark with the opening of the first
California Disney theme park, Disneyland.
•Disney continued its rise in popularity.
•In 1966 saw the demise of Walt Disney.
•Roy Disney took over supervision then till his demise in 1971.
•In 1983, Disney went international with the opening of Tokyo
Disneyland.
•The first Disney store opened at Glendale, California in 1987.
•Since then Disney has moved to a wider market with several new
ventures.

SEVERAL VENTURES
Today, Disney comprises of 5 businesses :
The Walt Disney Studio
Parks and Resorts
Disney Consumer Products
Media Networks
Interactive Media

ANIMATION STUDIOS
•In October 1923 , the first Disney Studio was launched in Kingswell
Avenue, Los Angeles.
•Several studios they use now are:
The Walt Disney Studios
The Prospect Studios
Golden Oak Ranch
KABC & Studio B

DISNEY MEDIA NETWORKS
The Media Network comprises a vast range of properties on
television,
Cable, radio and internet landscape.
Disney uses the following networks:
ESPN
Disney-ABC Television Group
Disney Channel
ABC Television Network
ABC Family
ABC Studios
Disney ABC Domestic Television
Radio Disney

DISNEY CONSUMER PRODUCTS
• On December 16 ‘ 1929,the Walt Disney Enterprises (WDE) was
formed division to handle merchandising.
•The first Disney Store opened in Glendale, California on March 28,
1987.
•There are currently more than 300 Disney Stores locations in North
America, Japan , Belgium, Denmark, France, Ireland, Italy, Portugal,
Spain and the United Kingdom, plus online stores.
•Consumer products include various toys for
kids, apparels, books etc.
•Target customers are mostly kids.

PARKS AND RESORTS
Disneyland Park, originally Disneyland, is the first of two theme
parks built at the Disneyland Resort in Anaheim, California.
Some of the famous Disney parks are :
DISNEY’S HOLLYWOOD STUDIOS
HONG KONG DISNEYLAND
 DISNEY’S ANIMAL KINGDOM
 DISNEY CALIFORNIA ADVENTURE
 EPCOT
DISNEYLAND PARIS
MAGIC KINGDOM
DISNEYLAND
 TOKYO DISNEYLAND
TOKYO DISNEYSEA

ACHIEVEMENTS
Disney has several accolades to its name.
•Disney has been nominated for over 200 Oscars .
•It has won over 60 Oscars till now under the Disney logo.
•Disney’s Snow White and The Seven Dwarfs is the 10th
highest
grossing film of all times.
•According to Forbes , Disney was the Most Reputable Company in
the year 2013.
•According to Fortune , Disney was the Most Admired
Entertainment Company in 2011 and 2012.

TARGET MARKET
•Disney’s core market comprises younger more child based
market.
•It has now been expanding its market through various
ventures.
•Though now many of the television shows, movies and
products are also made for teenagers.
•Several activities of theme parks, cruises are also enjoyed by
adults .

NEW TECHNOLOGY
Disney has come up with many Disney apps ,like
• The MUPPETS TAPTAP
• Disney Mobile Magic
• Disneyland Explorer
Disney also have several video games to itself:
• Land of Illusion
• World of Illusion
• The Magical Quest
It has introduced a “Glow with the Show “ Mickey
Mouse ear hats, operating in sync with World of Color
at Disney California Adventure theme park .

ONLINE WORLD OF DISNEY
Disney’s online presence promotes the Disney theme parks ; offers
content intended for children.
It maintains online Disney’s retails.
Offers wireless phone and data services tailored to families.

WHAT’S NEXT FOR DISNEY
•With people more inclined towards eco-friendly things, it should
towards manufacturing environment friendly products.
•It can provide a theme park like the jungle in Jungle Book, as the
movie is admired by many.
•Safer and more exciting , related to their movies, rides should be
set in the theme parks.
•It can expand its market to include people of age
around 20.

Disney company was established by Walt Disney and Roy O. Disney
in 1923.
Revolutionary cartoon character, Mickey mouse was created in
1928.
Disney has undertaken several ventures like Disney Studios, Parks
and Resorts, Customer Products, Interactive Media and Media
Networks.
Its target market is the younger generation of children.
Disney has won several awards .
Currently it has a net worth of about US$ 38billion.

REFERENCES
• https://en.wikipedia.org/wiki/The_Walt_Disney_Company
• www.slideshare.net/azierahrashid/walt-disney-ppt
• http://thewaltdisneyco.blogspot.in/2011/09/chapter-1-brief-
history-mission.html
• http://www.slideshare.net/Rachaelrayner/disney-
presentation-10390389/5
• http://animation.about.com/od/industryprofiles/p/waltdisne
y.htm
• https://www.youtube.com/watch?v=Mr8LgU8-QA4

This presentation is created by ARUSHI MAHESHWARI, NIT
Jaipur, during a marketing internship under Prof. SAMEER
MATHUR, IIM Lucknow.
DISCLAIMER

Disney case study

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