ORAL PROJECTEMOTIONAL MARKETING: THE DISNEY CASE.Teacher:Lina ParraCreators:Ángela ChaparroPaola HernándezJennifer SucreEn...
Oral Project• TopicEmotional marketing: The Disney case.• FormatPictures in slides, optional video• Objects1. To analyze D...
Second Draft: Walt Disney his history** Brief History:We will talk about the most important aspects for our research. To w...
Disney made one talkie its name is Steamboat Willie with the help of Pad Powersbusinessman that offered distribution and s...
Disney used other tools that allow it to generate emotions in the people as: Movies, TVshows, characters and many products...
Disney used other tools that allow it to generate emotions in the people as: Movies, TVshows, characters and many products...
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  1. 1. ORAL PROJECTEMOTIONAL MARKETING: THE DISNEY CASE.Teacher:Lina ParraCreators:Ángela ChaparroPaola HernándezJennifer SucreEnglish IIUNITEC2013
  2. 2. Oral Project• TopicEmotional marketing: The Disney case.• FormatPictures in slides, optional video• Objects1. To analyze Disney´s emotional impact and fixation in children and adults2. To compare transformation of Disney with the evolution society3. Identify the Disney´s strategy to be a emotional brand and maintained it over time• JustificationDue to the impact and reception given to Disney after generations, we have theneed for research on the positioning and advertising management that it hasachieved over the years, maintaining and transmitting the same message.• Second Drafta. Brief History of Walt Disneyb. The Disneys emotional strategiesc. Beginnings in animation• Third Drafta. Analysis of use and impact of emotional strategies Disneyb. Analysis of internal modernization in Disney for the proper management of theiremotional strategiesc. Using additional tools fully meet the objectives
  3. 3. Second Draft: Walt Disney his history** Brief History:We will talk about the most important aspects for our research. To work this topic isnecessary to know about Walt DisneyWe could say that when he was child, he had a difficult life, because he didnt haveparents, this is the reflection of his lack of affection for example: Pinocho, Bambi,Dumbo.He made films for the government, some about education and others for the militaryeducation like:* Der Fuerhrers Face* Education For Death* Victory Trought Air PowerIn Victory Trougth Air Power, he defended the idea of war. (Wikipedia, 2013) Somedocuments have been found exposing Disneys participation with the FBI as an agent.(investigation, 2013)Disney Emotional Strategies:"What moves people are feelings"Nowadays marketing is associated with Emotions, but the Emotions are very hard tocreate, feed and also make them remain... So Disney is not only films, neither thematicparks. "Disney is unforgettable experiences" say Jose Villa (Marketing Officer Chief ofDisney Spain and Portugal).Disney is a brand that needs marketing, but also Disney is a tool of the marketingitself... Its conduct is an advertising support different "We try to create marketingpackages tailored for each brand. We analyze your needs and our releases to associatetheir brands. We seek your complicity" says Marisa Manzano (General Chief of DisneyMedia). (Sanchez, 2012)Beginnings in animation:The first apparition of Mickey Mouse was 15 May 1928 in "Plane Crazy" this one was asilent short film, but it was not popular with this distritors.
  4. 4. Disney made one talkie its name is Steamboat Willie with the help of Pad Powersbusinessman that offered distribution and synchronization of sound system, SteamboatWillie was the best film at the time, so Disney made all his films with sound also he wasresponsible for the vocal effects of his first short films and was the voice of MickeyMouse until 1947.In the third draft we will talk about:Emotional Disney StrategiesSince the 20´s began, the Disney Empire tried to carry us to world of dreams troughmany different experiences all around of emotions.The cultural model of Disney offers:• The innocence as an universal value• The fantasy as an escape factor• The flight from realityDisney magic offer as… “ If you can dream, you can do it ”Analysis of internal modernization in Disney for the proper management of theiremotional strategiesThe Disney Strategies impact to all people that know it. Nowadays Disney made theworld fantasy in a world the reality.For example in the thematic parks the people can live a great adventure, only not for itswonderful spaces and attractions also for its culture of service.The Disney´s employees made to Disney a magic world because they always have asmile, they made of Disney “the happiest place of world”“The disposal and the kindness of the employees of thematic park are things that clientsoften refer to as something like the best service in the world " says Anne Reyers andJonathan Matusitz.Using additional tools to fully meet the objectivesDisney is the icon of American popular culture and values of the middle class. In thedevelopment of their strategy Disney is based on family concerns and fantasies ofchildren, and Disney work to turn every child into a consumer of products and ideas.
  5. 5. Disney used other tools that allow it to generate emotions in the people as: Movies, TVshows, characters and many products for sales like toys, books and didacticsattractionsOther Disney Strategies is the use of scents in their thematic parks; flavor as caramel,gingerbread, popcorn and Christmas pine are in all places of the park, their stores,hotels, games and all attractions of park.All this odors are artificially generated by a machine called Smellitzer designed by BobMcCarthy and patented by Disney (Mercado, 2013)We liked this project because nowadays the marketing emotional is the biggeststrategy. All people are driven by their subconscious and is the moment for attack theemotions of the world. We think that is the best marketing strategy handling theemotions and make that people feel and life each brand.Bibliographic*investigation, T. F. (8 de marzo de 2013). FBI records: the vault . Obtenido de FBI :http://vault.fbi.gov/walter-elias-disney/walter-elias-disney-part-01-of-03/view*Mercado, P. (10 de abril de 2013). Informa BTL . Obtenido de Informa BTL :http://www.informabtl.com/2012/09/06/los-10-mandamientos-del-branding-emocional/*Sanchez, I. (20 de mayo de 2012). Pr marketing . Obtenido de Pr noticias :http://www.prnoticias.com/index.php/marketing/1104-asociaciones-prmarketing/20118222-la-magia-del-marketing-de-emociones-el-caso-disney*Wikipedia. (18 de febrero de 2013). Wikipedia . Obtenido de Wikipedia :http://es.wikipedia.org/wiki/Walt_Disney
  6. 6. Disney used other tools that allow it to generate emotions in the people as: Movies, TVshows, characters and many products for sales like toys, books and didacticsattractionsOther Disney Strategies is the use of scents in their thematic parks; flavor as caramel,gingerbread, popcorn and Christmas pine are in all places of the park, their stores,hotels, games and all attractions of park.All this odors are artificially generated by a machine called Smellitzer designed by BobMcCarthy and patented by Disney (Mercado, 2013)We liked this project because nowadays the marketing emotional is the biggeststrategy. All people are driven by their subconscious and is the moment for attack theemotions of the world. We think that is the best marketing strategy handling theemotions and make that people feel and life each brand.Bibliographic*investigation, T. F. (8 de marzo de 2013). FBI records: the vault . Obtenido de FBI :http://vault.fbi.gov/walter-elias-disney/walter-elias-disney-part-01-of-03/view*Mercado, P. (10 de abril de 2013). Informa BTL . Obtenido de Informa BTL :http://www.informabtl.com/2012/09/06/los-10-mandamientos-del-branding-emocional/*Sanchez, I. (20 de mayo de 2012). Pr marketing . Obtenido de Pr noticias :http://www.prnoticias.com/index.php/marketing/1104-asociaciones-prmarketing/20118222-la-magia-del-marketing-de-emociones-el-caso-disney*Wikipedia. (18 de febrero de 2013). Wikipedia . Obtenido de Wikipedia :http://es.wikipedia.org/wiki/Walt_Disney

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