disney mini case study

1. Let the memories begin

2. Disney Vision
TRUST, FUN & QUALITY
ENTERTAINMENT
For Everyone
Walt and Roy Disney
founded Disney in 1923
About Disney
Today ,it is the 13th most
powerful brand in the world
- Forbes

3. STRUGGLED IN THE BEGINNING
CAME UP WITH MICKEY MOUSE
CHANGED THE COURSE OF ENTERTAINMENT
INDUSTRY
WHAT STARTED WITH MICKEY MOUSE ….
About Disney
THEN
AND

4. …LATER EMERGED TO BE A PIONEER IN ANIMATION
About Disney

5. A 24000 acre WALT DISNEY WORLD THEME PARK in FLORIDA
A DREAM OF ONE’S ...
…REALIZED BY HIS BROTHER
About Disney

6. LACK OF LEADERSHIP AFTER 1971
WHEN ROY DISNEY DIED
LEAD TO UNSTABLITY
ONLY TO COME BACK EVEN STRONGER
WITH THE LITTLE MERMAID RELEASE IN 1989
AND THEN ……….
About Disney

7. …DISNEY NEVER LOOKED BACK
DISNEY RENAISSANCE
GROUNDBREAKING ANIMATED FILMS RELEASED
About Disney
When DISNEY started entering
different business segments

8. Studio entertainment-Films , Theater Performances
Consumer products
Major Business Segments

9. Media networks
Parks and resorts
Major Business Segments

10. ANALYSING CONSUMER BEHAVIOR
Became a sensation for children
Involving families
influence decision making
and create
Emotional appeal for older generation too
Disney Princess Pyjama
Success Mantra

11. DISNEY DIFFERENCE
“A MOMENT OF MAGIC FOR EVERYONE”
Success Mantra
Even a small gesture of HAPPINESS MATTERS.

12. CASE OF MARKETING EXCELLENCE –HANNAH MONTANA
A SUCCESSFUL TV SHOW
BECAME A SIGNIFICANT FRANCHISE
CD & DVD
VIDEO GAMES
BOX OFFICE MOVIES
Success Mantra

13. HERITAGE vs INNOVATION vs RELEVANCE
Present Challenges
“When you deal with a company that has a great legacy,
you deal with decisions and conflicts that arise from the
clash of heritage versus innovation versus relevance.”
Bob Iger
DISNEY’s CEO
To maintain the 90 year old brand legacy
Without
Compromising with Latest innovation in Market

14. To connect with Multilateral audience
Disney acquired Pixar, Marvel and Lucas Films
Innovation In New Era

15. Gaming PlatformDisney Infinity
Now Play All Your Favourite
Disney characters together
Innovation In New Era

16. “Let the memories begin” campaign
Posting photos of real guests enjoying
rides and magical experience
New promotion tools
Innovation In New Era
Reaching customers through e-mails, blogs, website

17. What does Disney do best to connect with its core customers?
Questions To Ponder
 Provides quality entertainment
 Multi entertainment scopes for its multilateral
audience
 Utilizes latest technology to provide cutting edge
experience of watching movies and enjoying
theme parks.

18. What are the risks and benefits of expanding the Disney brand in new ways, such
as video games or superheroes?
Questions To Ponder
Risks
 Chance of overexposure
 Failure of even one product may lead to Brand
dilution since consumer expectations are very
high from Disney
Benefits
 More scope of entertainment to people.

19. ABOUT DISNEY
MAJOR BUSINESS SEGMENTS
SUCCESS MANTRA
PRESENT CHALLENGESINNOVATION IN NEW ERA
Recap

20. THANK YOU

21. DISCLAIMER
This presentation is created by AKASH , a student of IIT ISM Dhanbad
under the guidance of Professor Sameer Mathur, IIM Lucknow