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( you guessed it right!)
THIS PRESENTATION IS ABOUT
It has been
delivering
Trustworthy, Funny
and Quality
Entertainment
for the entire Family.
The company stumbled
for a few years, after death
of the founding brothers.
BUT, was back on its feet,
by late 1980’s
And ...
The Past Can Hurt.
But The Way I See It,
You Can Either Run
From It, Or Learn
From It
-Lion King
Today, Disney consist of Five
business Segments
Studio Entertainment
Parks and Resorts
Consumer Products
Media Networks
In...
The company has made
a total of 21 acquisitions.
Disney aims to delight the consumers in all its
endeavours, focusing on DISNEY DIFFERENCE
which stems from Walt Disney’s m...
In the modern times, its
biggest challenge is to
maintain its 90 year old
heritage and yet innovate!
Disney planned its marketing strategy in
such a way that it stays on top of the mind
of its existing customers. Today, It ...
Disney is expanding its target
audience to adults as well with super
heroes like hulk, iron man, spider man
etc.
IN FACT, ...
Q1. What does Disney do best to connect with its core
consumers?
Disney applies a theme based marketing strategy
for its a...
Q2. What are the risks and benefits of expanding the
Disney brandin new ways?
Basically, the greatest challenge Disney fac...
•Foundedin 1923, by brothers WALT andROY
DISNEY
• Faceddifficulties after death of founding brothers
•Disney basically con...
DISCLAIMER
Created By Anchal Aggarwal, Ramjas
College, During A Marketing Internship
By Prof. Sameer Mathur, IIM Lucknow.
Marketing case study on disney
Marketing case study on disney
Marketing case study on disney
Marketing case study on disney
Marketing case study on disney
Marketing case study on disney
Marketing case study on disney
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Marketing case study on disney

Disney marketing management case study submitted to professor Sameer Mathur, IIM Lucknow.

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Marketing case study on disney

  1. 1. ( you guessed it right!) THIS PRESENTATION IS ABOUT
  2. 2. It has been delivering Trustworthy, Funny and Quality Entertainment for the entire Family.
  3. 3. The company stumbled for a few years, after death of the founding brothers. BUT, was back on its feet, by late 1980’s And has been shining ever since!
  4. 4. The Past Can Hurt. But The Way I See It, You Can Either Run From It, Or Learn From It -Lion King
  5. 5. Today, Disney consist of Five business Segments Studio Entertainment Parks and Resorts Consumer Products Media Networks Interactive
  6. 6. The company has made a total of 21 acquisitions.
  7. 7. Disney aims to delight the consumers in all its endeavours, focusing on DISNEY DIFFERENCE which stems from Walt Disney’s most recognizable quotes “Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.”
  8. 8. In the modern times, its biggest challenge is to maintain its 90 year old heritage and yet innovate!
  9. 9. Disney planned its marketing strategy in such a way that it stays on top of the mind of its existing customers. Today, It is not only known for its movies, but its theme parks ,TV stations, toys and other merchandise as well. Disneyhaswell segmenteditself!
  10. 10. Disney is expanding its target audience to adults as well with super heroes like hulk, iron man, spider man etc. IN FACT, MARVEL’S AVENGERS WAS ONE OF THE HIGHEST GROSSING MOVIES OF THE YEAR!
  11. 11. Q1. What does Disney do best to connect with its core consumers? Disney applies a theme based marketing strategy for its amusement parks which ensures its impact on the target audience according to the age groups. It too has got entertainment programs for keeping in mind the entire family. Its strategy accounts for problem recognition, gathering information in order to cater to the demands of its audience at individual level. Its marketing scheme is well in accordance with the social, cultural and personal choices of various countries. Psychological factors have also been targeted with the efficient use of emerging technologies. It has also effectively applied segmentation to boost its marketing strategy.
  12. 12. Q2. What are the risks and benefits of expanding the Disney brandin new ways? Basically, the greatest challenge Disney faces is to preserve its 90 year old heritage while innovating. It is this rich culture that fascinates young and old alike. But the benefits are no doubt worth the effort. The more it expands, the more its popularity and customer-base increases. Also, the existing ones are inclined to be connected with Disney more and more. Disney invests in foreign countries or take acquisition in areas such as theme parks, movies etc. This helps the company to bring more revenues and profits. Though there will be constant risk of success in the market, of stability of product, expansion is a necessity.
  13. 13. •Foundedin 1923, by brothers WALT andROY DISNEY • Faceddifficulties after death of founding brothers •Disney basically connects with its customers by providing themwith quality entertainment and innovating andexcelling in it. •In the modern times, its biggest challenge is to maintain its 90 year old heritage andyet innovate!
  14. 14. DISCLAIMER Created By Anchal Aggarwal, Ramjas College, During A Marketing Internship By Prof. Sameer Mathur, IIM Lucknow.

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