8. Media Networks is a bouquet of eight
specialty channels for youth and movie
segments.
9. Marketing Strategy
Provide unforgettable family memories
Targeting audience segments with a
multichannel strategy.
Innovative communication through email
and its Website.
Masterful brand storytelling that
resonates and inspires.
11. Strength
• Strong brand
portfolio
• Consumer focused
• Strategic
acquisitions
• Creativity
innovation
Weakness
• High operating
costs.
• Content gets
pirated.
• Growth barriers in
theme parks.
12. Heritage vs Innovation vs Relevance
Disney’s greatest challenge today is keeping a
90 year old brand relevant and current with its
core audience while staying true to its heritage
and core brand values.
13. Q1. What does Disney do
best to connect with its
consumers ?
Q2. What are the risks and
benefits of expanding the
Disney brand in new ways
such as video games and
superheroes ?
17. Build life time memories. People post pictures
online and sharing with friends.
Cast members and employees are trained to be
very friendly.(Selective Retention).
18. • Increase in revenues.
• Achieve quality and recognition in another
segment.
• Enhanced brand image and visibility.
• Welcome new customers to the brand.
BENEFITS
19. RISKS
• Tough competition from DCEU
when it comes to video games and
superheroes.
• Risk of alternating the core
customers.
• Failure of new products can tarnish
the brand image.
20. Summary
• History
• Business segments of Disney
• Marketing Strategy
• Strength and weakness
• Connecting with core consumers
• Benefits and risks of expanding.
• Disclaimer
21. DISCLAIMER
Created by Adarsh Singh, BIT Mesra during
a marketing internship by Professor Sameer
Mathur, IIM Lucknow.
