Connecting with Customers : Marketing Excellence Disney Minicase - Marketing Management by Philip Kotler Solved Case - Q&A What does Disney do best to connect with its core customers? What does Disney do best to connect with its core customers? IIM Lucknow Sameer Mathur Intership

1. The Disney Tale

3. To be one of the world's leading
producers of entertainment and
information
• Fostering Innovation
• Expanding into new
markets
• Generate best creative
content

4. • Innovation
• Creativity, dreams and
imagination
• Fanatical attention to
consistency and detail
• Preservation and
control of Disney magic

5. • Kids of age 4-12
• Families with
kids
• Anyone young
at heart

6. Business Segments

8. Acquisitions

9. Disney's Success
Consumers spend 13 million hours
immersed in Disney brand
annually

10. Q1. What does Disney do best to
connect with its core customers?

11. 1.A.Theme based parks

12. 1.B.Entertainment programs

13. 1.C.Books and Merchandising

14. 1.D.Technology

15. 1.E. Social Media

16. Q2. What are the risks and benefits
of expanding the Disney brand in
new ways, such as video games or
superheroes?

17. 2.A. Risks
• Staying true to its heritage
and brand values
• Keeping people interested in
other segments like parks,
resorts
• Keeping 90 year old brand
relevant

18. • Increase in revenues
• Achieve quality and
recognition in another
segment.
• Connect with the
audience in another
way
2.B. Benefits

19. • History
• Mission Vision
• Target Market
• Business Segments
• Disney Companies
• Acquisitions
• Q&A

21. Disclaimer
Created by K.Alekhya, NIT Raipur during Marketing Internship
under Prof. Sameer Mathur, IIM Lucknow