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Disney Mini Case Study
- 2. Lets see How it all Started
- 3. History • Founded in 1923 by two brothers Walt and Roy Disney. • In its first two decades its just a struggling cartoon studio that introduced the world to Mickey Mouse. • In 1937, Disney launched its first full length movie and started to get the world reorganization
- 4. Mission of Disney The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products
- 5. Today, Disney is the 13th most powerful Brand in the world and its revenues top $55.6 billion in 2016. According to internal studies, Disney has found that consumer spends 13 billion hour immersed with Disney Brand each year
- 6. But What Made Disney So Successful
- 7. Disney widens it product lines and now Disney Consist of FIVE business segments Products
- 9. SEGMENTATION GEOGRAPHIC : Disney set up its theme parks such as Disney land and Disney World at the world’s most visited places. DEMOGRAPHIC: Disney launch and sold its different products in different regions keeping the demographic variations in mind. PSCHOGRAPHIC: Its helps the Disney to launch the products keeping in mind the traits, lifestyles and values of its core customers.
- 10. Targeting Disney mainly target children and family as its core customers. And Uses Multi- Segment Targeting.
- 11. Positioning Disney has launched a wide range of products with wide point of differences that it competitors can’t match and established a unique position in its customers.
- 12. How Disney influences the audience • The brand focus on the culture, social backgrounds of its customers while creating products. • Develop its products according to their lifestyle and personality • Become successful in targeting all the reference groups of its potential customers. • Customers develop emotional bond with brand
- 13. Many of Disney’s successful products for kids involve tie-ins with their popular TV or movie franchises
- 14. • Disney has started to leverage the properties , which include star wars and superheroes order to create sustainable and new growth for the company. • Disney is investing in gaming platforms. • Disney to integrate new technology What’s more for Disney ?
- 15. Disney is so successful because they believe in
- 16. What does Disney do best to connect with its core consumers
- 17. • Disney’s broad range of products allows the company to connect with its audience in multiple ways , efficiently and economically • Disney’s employees are trained to be assertively friendly • Campaigns such as “Let the Memories Begin” has focused on how to make unforgettable family memories • Uses technology to ensure that customer’s experience is consistent across every platform. • Disney works hard to connect with its customers on many levels and trough every single detail
- 18. What are the risks and benefits of expanding the Disney brand in new ways, such as video games and superheroes
- 19. Benefits • Give the brand more reorganization around the globe. • Increases the brand market coverage. • Stretch its products line. • Attach new customers to brand. Risks • Risk of alienating the core customers. • Failure of new products can tarnish the Brand image • Create new rivals for the brand
- 20. • History of Disney • What made Disney so successful? •Marketing Strategy of Disney •What’s in future for Disney
- 21. DISCLAIMER Created by Divyansh Sharma, NIT Hamirpur during a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow