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Disney case study
- 1. Laugher is timeless, Imagination has no age, Dreams are foreverâŚâŚâŚ.
- 2. 7 Parks and Resorts 26 Academy Awards 94 Years Entertainment 116+ Cartoon Characters 690 Animated Movies Worth at $165 billion
- 4. 1923 Founded by Walt Disney and Roy Disney 1926 Walt renames the studio to the âWalt Disney Studio.â 1924 The first Comediesrst âAliceâ reaches theaters 1928 World Famous character Mickey Mouse was born 2000 Onwards Disney focus on channels, park and resorts. 1940-1960 Various characters like Bambi, Cinderella etc were born. Disney Timeline
- 5. âI am interested in entertaining people, in bringing pleasure, particularly laughter to others rather than being concerned with âexpressingâ myself with obscure creative impressions.â -Walt Disney
- 8. Consumer Products â˘Toys â˘Clothes â˘Home & DĂŠcor â˘Entertainment â˘Collectibles â˘Personalization â˘Shops â˘FRANCHISES â˘GAMES
- 9. Parks and Resorts â˘First Disneyland was opened at California, in 1955. â˘Disney attractions as founded in 1971, after the opening of Magic Kingdom at Walt Disney World in Florida. â˘In 2014, the company's theme parks hosted approximately 134 million guests, making Disney Parks the world's most visited theme park company.
- 10. Media Networks 1. Disney-ABC International Television, Inc. s responsible for The Walt Disney Company's branded and non-branded filmed entertainment distribution. 2. It broadcasters across 240 territories worldwide.
- 11. Disney Channel ⢠It is a American cable channel that serves as the flagship property for Disney. ⢠Most of Disney Channel's original programming is aimed at kids ages 9â 16, while its Disney Junior programs are targeted at children 8 years and under.
- 12. S O TW
- 13. Strengths Target Customer: Children ⢠Strong diversification ⢠Brand recognition ⢠Global Standardization ⢠Creative Process ⢠Disruption
- 14. Weakness ⢠High cost Investment in entertainment production. ⢠Frequent technological Up gradation ⢠Costly trips for Disney World. ⢠Disney has a narrow target market. ⢠Segments Studio Entertainment and Disney Consumer Products divisions has been experiencing loss in previous years.
- 15. Opportunities ⢠Can grow as cable and satellite operators creating more revenue for Disney. ⢠Creating more characters of national or regional appeal ⢠Cheaper alternatives to soft toys ⢠Disney Music Channel ⢠Prospect to build more theme parks and resorts worldwide. ⢠Target new customer groups.
- 16. Threats ⢠Potential competitors: National, Regional & Global ⢠High employee retention rate ⢠Unprofitable or hasty acquisition ⢠Product Differentiation ⢠Change in technology. ⢠Seasonal customer purchasing behaviour depending on timing and performance of animated theatrical release. ⢠Piracy
- 17. Challenges ⢠Investing in foreign countries. ⢠Adjusting itself with ever changing global or regional economic markets. ⢠Preserving its 94 years of reputation.
- 19. Customer Connection Disney products, games and applications. Quality entertainment 1. podcasts of its television shows 2. post news about its products. 3. interviews with employees and staff working with Disney 4. Launching new television characters. Disney Parks and resorts 1. Providing various entertaining events. 2. Disneyâs exact target market is the entire family. Key Factor: Providing maximum satisfaction
- 20. Brand Positioning ⢠Disney has positioned itself as one of the best producers of family entertainment in the last one hundred years. ⢠In 2009 it bought Marvel Entertainment and in 2012 Disney completed its acquisition of Lucasfilm Ltd for $4.06 billion, it plans expanding the already popular Star Wars brand. ⢠In 2011 Disney launched a joint ad campaign for both Disneyland Paris and Disney World Resort Florida; it used the tag line âThe magic starts when you tell themâ, positioning the trip as a magical experience and using home footage of parents telling their excited kids they are going to Disneyland.
- 21. Advertising ⢠Brand like Disney needs to keep creating opportunities to engage with fans and, it's a drop in the ocean of Disney's marketing budget. âOh My Disneyâ is one of such social campaign with around 700,000 Facebook fans. ⢠âHealthily Ever Afterâ advertiment uses Disney characters to inspire families and children to eat healthily and exercise more regularly. ⢠In 2013, Disney made a leap forward in its parks, introducing MyMagic+, which includes MagicBands. This system allows users to book slots for rides, restaurants and meeting characters, as well as open their hotel room door.
- 22. Social Media ⢠Disney runs lots of contests on social media that encourage users to post photos & hashtags. ⢠Disney FastPass: Walt Disney encourages its customers to post pictures on instragram or tweet this. Every half-hour, Walk Disney World could award a random poster in the park with a free FastPass. ⢠Facebook Likes: â Disney -- 50 million â Disney Pixar -- 15 million â Disney Junior -- 1.5 million â Disneyland -- 8 million â Walt Disney World -- 6.8 million â About 798k people follow Walt Disney World on Instagram
- 23. Summarizing Disney Timeline Business Segments SWOT analysis Major Challenges Marketing Strategy
- 24. DISCLAIMER Created by Kuchibhotla Sai Srivastava, BIT Mesra, During marketing Internship by Prof. Sameer Mathur (IIM Lucknow). Prof. Sameer Mathur (IIM Lucknow)