MARKETING STRATEGIES BY DISNEY; MARKET SEGMENTATION; 4 P'S OF MARKETING; CONSUMER ANALYSIS; RISKS AND BENEFITS OF BRAND EXTENSION.

1. Fun Family Entertainment
Disney

2. “We keep moving forward, opening
new doors, and doing new things,
because we're curious and
curiosity keeps leading us down
new paths.”
Walt Disney

3. Founded by brothers
Walt Disney and
Roy Disney in
1923

4. StruggledAsA
CartoonStudio
WithItsMost
FamousCharacter
MickeyMouse

5. HOWDIDTHECOMPANY
SUCCEED?

6. PROPERmaRKETsEGMENTATION.
ADOPTED4P'sOFMARKETINGPROPERLY.
ANALYSEDCONSUMERMARKETPROPERLY.

7. ENTERTAINMENT
PARKS &
RESORTS
CONSUMER
PRODUCTS
MEDIA
NETWORKS
INTERACTIVE
MARKETSEGMENTATION

8. ALMOST150MOVIES
PRODUCEDBY
DISNEYSTUDIOS.
STARTINGFROM
CINDRELLA
TO
STARWARS.

9. ESTABLISHED 12THEMEPARKS
ALLOVERTHEGLOBE.
CRUISELINES
RESORTS
ANDMUCHMOREFOR FUN.

10. Disney ConsumerProducts and
InteractiveMedia
Leaders lend their experience to bring
Disney stories and characters to life
through innovative and engaging
physical products and
digital experiences.

11. 4P'SOFMARKETING
VIDEOGAMESANDTOYS FOODANDHOMEPRODUCTS
P
R
O
D
U
C
T
S

12. LOWERPRICESTHANOTHERTHEMEPARKS.
GEOGRAPHICALPRICEDISTRIBUTION.
“WE DON'T MAKE
MOVIES TO MAKE
MONEY,
WE MAKE MONEY TO
MAKE MORE MOVIES.”
-WALT DISNEY

13. DISNEY IS EVERYWHERE.
DISNEYENTERATINMENTISPRODUCED
WORLDWIDEINDIFFERENTLANGUAGES
DISNEYLANDISLOCATEDINALMOST10
COUNTRIES.
DISNEYADOPTSEVERYCULTUREANDSOCIETY
ANDCHANGESACCORDINGLY.

14. PROMOTIONSTHROUGH
VALUECARDS.
THROUGHOFFERINGSAND
ADS.
THROUGHEVENTS
LIKETOMORROWLAND
ANDCAMPAIGNS

15. ANALYSINGANDCOMMUNICATING
WITHCUSTOMERS
DISNEYCONNECTEDATIT'SBESTWITH
IT'SCORECUSTOMERS
WORKEDON SOCIALFACTORS
ANDFOCUSSEDONFAMILY
TOGIVETHEMQUALITY
ENTERTAINMENT.
WORKEDON PERSONALFACTORS TOFOCUSONPEOPLEOFALLAGEANDLIFE
STAGES.

16. SEGMENTED
MARKETON
CULTURALAND
SUBCULTURE
BASIS
PODCASTVARIOUS
SHOWSFOR
COMMUNICATION
ANDENGAGINGWITH
AUDIENCES.

17. MAINTAINEDITS90YEAROLD
HERITAGEANDYETINNOVATED.

18. RISKSOFBRANDEXTENSION
LACKOF
PRODUCT
STABILITY.
INCREASED
COMPETITION.
BADSERVICEIN
NEWBRAND
COULDDEGRADE
THEIMAGEOF
COMPANYIN
EXISTING
BRANDS.

19. BENEFITSOFBRANDEXTENSION
EXPANSIONOF
REVENUESAND
MARKETSHARE
NEWTARGET
SEGMENT
INNOVATIONOF
PRODUCTSAND
SERVICESFOR
FUTURETRENDS
INCREASED
SUBSIDIARIES

20. SUMMARY
1.ABOUTTHE
FOUNDERS
2.MARKET
SEGMENTATION
3.4P'S
4.
CONSUMER
ANALYSIS
5.RISKSOF
BRAND
EXTENSION

21. DISCLAIMER
●
CREATED BY ADIL MITHANI, NIT SURAT, DURING
MARKETING INTERNSHIP BY PROF. SAMEER MATHUR,
IIMLUCKNOW