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Disney's success story and consumer analysis
- 1. Open Up The Gates !!
- 2. The Walt Disney Company • Founded by Walt & Roy Disney in 1923 • I am interested in entertaining people,in bringing pleasure – Walt Disney
- 3. Establishments • Theme Parks • Feature Films • Television Networks • Theatre Productions • Consumer Products • Growing Online Presence
- 4. Steps to Success 1937 - Snow White & The Seven Dwarfs 1940s - Pinocchio , Bambi 1950s - Cindrella 1960s - Peter Pan Live TV Series – Davy Crockett Live Action Films – The Love Bug , Mary Poppins
- 5. • 1st Beautiful Theme Park was Disneyland in Southern California. But Hurdles Do Come
- 6. Walt & Roy died in 5 years span • No Leadership • Company stumbled • Loss of interest But Soon..
- 7. They Made a Comeback !! • Release of The Little Mermaid • Era of Disney Renaissance – • 1991 – Beauty & The Beast • 1992 – Alladin • 1994 – The Lion King • 1995 – Toy Story & Pixar
- 8. But What did they focus on ???
- 9. Consumer Connect • Marketing strategies to regain the interest of the old market segment of Disney and to connect in the best way to their customers.
- 10. • Disney Channel • Classic films publicized and marketed. • International Theme Parks(Geographical expansion)
- 11. Biggest Challenge!! To keep this 90 Years Old Brand RELEVANT!!
- 12. Disney Difference Whatever you do, DO IT WELL!!!
- 13. Principle Steps • Strong Consumer Analysis. • Hardwork to connect well with its customers. - Kept Theme parks as clean as possible - Cast Members Training - Broad Range of Businesses
- 15. Disney’s Marketing Campaign “Let the Memories Begin” • Features real guests throughout Disney enjoying different rides and magical experiences.
- 16. A demonstration of making people dream and value Disney through their Advertisement Important points – 1.) Music – is very motivating and positive 2.) Use of real characters for people to relate better. 3.) High quality of work showing brand value.
- 17. 4.) • They want people to build unforgettable family memories.
- 18. Disney – Now • Consumers spend 13 billion hours “immersed” with the Disney Brand. • Consumers spend 10 billion hours watching programs on the Disney Channel and 1.2 billion years watching featured films • Consumers spend 800 million hours at Disney’s resorts and theme parks. • 13th most powerful brand in the world with a turnover of $45 billion as in 2013.
- 19. Q1.) What does Disney do best to connect with its core consumers? Ans. Regular R&D on Consumer’s needs and wants. Training of cast members to be assertively friendly with customers. Regular and proper cleaning of theme parks in such a way that not a single piece of garbage is found. Helping Families build unforgettable memories. Q2.) What are the risks and benefits of expanding the disney brand in new ways,such as video games or superheroes? Ans. Risks – Current market segment can lose interest if not upto their expectations. Investments will get wasted if consumer base does not expands. Benefits – May help in more customers to come up, trust and rely on Disney. Will increase profits at a very high level due to increase in customers. The Brand value of Disney also increases.
- 20. • Establishments • Stumbling when Ron and Walt died. • Comeback • Strong Focus on Consumer’s connect with brand. • Challenge – To keep the brand Relevant • Principle steps to regain the old lost market segment and give them the brand equity. • New Marketing Campaigns of Disney like “Let The Memories Begin”
- 21. DISCLAIMER • Created by Manan Makhija, Sophomore , IIT Kharagpur , during a marketing internship by Prof. Sameer Mathur, IIM Lucknow