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This presentation has been created by Akriti Sarswat, IIT Kanpur, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.

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  1. 1. Founded by : Walt Disney & Roy Disney Founded in : 1923 Began as a cartoon studio and struggled for two long decades Its first full length animated film: Snow White and the Seven Dwarfs
  2. 2. In 1971, after both the Disney brothers passed away, the company stumbled for several years without leadership… Then the company made a comeback… … with the release of “The Little Mermaid”
  3. 3. Disney… Then… Now…
  4. 4. Disney now consists of business segments!! Studio Entertainment Parks and Resorts Consumer Products Media Networks Interactive
  6. 6. All the characters shown in the above pic are creations of Walt Disney production… The brand Disney also produces many kinds of daily utility products.
  7. 7. As Walt Disney always focused on getting the mass population involved, the pricing is kept keeping the middle class in mind. The tickets of Disneyland, though not cheap, are certainly not that high priced that one can’t visit frequently.
  8. 8. Promotion of Walt Disney is mainly holistic. Disney’s production like movies are promoted through various media. Merchandising is promoted by having various retail stores, online store and on point of sale such as theme parks and resorts.
  9. 9. Disney theme parks and resorts are located in several regions across the world. Disney also has Disney store locations in North America, Europe, and Japan.
  11. 11. SEGMENTATION This is used for the location of Disney's theme parks such as Disneyland and Disney World which are strategically located in the world's most visited places GEOGRAPHIC This is used to help determine where to place Disney Stores, where to distribute their movies and what kind of movie should be created next DEMOGRAPHIC This helps Disney determine who is going to buy more of their products, hence they can target accordingly PSYCHOGRAPHIC
  12. 12. TARGETTING Disney mainly targets children and their families. It uses the multi-segment targeting strategy which is when a firm chooses to serve two or more well-defined market segments. Their TV series and movies range from simple shows like “Mickey Mouse Clubhouse” and “Dora, the explorer” for very young children to “Hannah Montana” like rock band shows and superhero stories such as “Spider Man” and “Ironman”.
  13. 13. POSITIONING In order to differentiate their content, services and consumer products from competitors’ brands, Disney developed their vast superiority in global marketing research. Also, Disney’s brand culture and history in entertainment is unmatched by any other competitor
  14. 14. What does Disney do best to connect with its core consumers
  15. 15.  Broad range of business and vivid spectrum of concepts in their shows catering to the needs and desires of a large audience base.  It promotes customer engagement with an emphasis on meeting the customer’s needs at a time and in a manner preferred by the customer  The parks and resorts are maintained so well that it is difficult to find a bit of garbage anywhere  Employees are trained to be assertively friendly and try to win hearts of the guests  Disney uses technology to ensure that a customer’s experience is consistent across every platform.  An impactful marketing scheme focusing on how it helps make unforgettable family memories.
  16. 16. What are the risks and benefits of expanding the Disney brand in new ways, such as video games and superheroes
  17. 17. Benefits:  Enhances brand image, visibility  Increases market coverage  Brings new consumers into the brand franchise  Makes acceptance of the new product easy Risks: High competition An unexpected failure of the product can lead to the tarnishing of the image of Disney. Product has to have a high perceived value, else it will fail  There is also a risk of alienating its core customer in this process. Though, brand expansion warrants a lot of caution, it is still worth a try
  18. 18. This presentation has been created by Akriti Sarswat, IIT Kanpur, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.