Group Members: The document lists the group members for a project: Achsah, Sara David, Austina, Francis, Atul Pillai, Don Louis, and Mary Jose. Disney History: The Walt Disney Company was founded in 1923 by Walt Disney and Roy Disney. It has grown to be a massive media company involved in movies, theme parks, television, publishing, and more. Key events in Disney's history include creating Mickey Mouse in 1928, releasing Snow White in 1937, and opening Disneyland theme park in 1955. Future Plans: Disney plans to finalize new marketing initiatives in India with a focus on localization, interactivity, and region-specific approaches. The company also aims to focus

1. Group
Members
Achsah
Sara David
Austina
Francis
Atul Pillai
Don Louis
Mary Jose
Sameer P

3. • Mission statement
“Walt Disney Company is committed to
balancing environmental stewardship with its
corporate goals and operation through out
the world”.

4. • The Walt Disney logo is a stylized version of the
founder‟s signature that signifies the brand name and
promises secure, cheerful and quality American
mainstream entertainment.
• Aside from the regular logo, the company has adopted
different logos for the different products it provides.
• For example, the castle on a blue background version is
used for Disney‟s movie releases. Similarly, the Walt
Disney signature with “world” added onto the end is
used for the company‟s holiday resorts.

6. Vision statement

7. Disney Synopsis
Founder : Walt Disney and Roy Disney in 16th October 1923
Industry :Mass Media
Area Served :World Wide
Key People :Bob Iger
Products :Cable television, publishing, movies, theme
parks, broadcasting, radio and web portals.
Revenue :US$40.83Billion
Employees : 156,000

8. Through the History

9. 1. 1923–1928: The silent era
2. 1928–1934: Mickey Mouse and Silly Symphonies
3. 1934–1945: Snow White and the Seven Dwarfs and
World War II
4. 1946–1954: Post-war and television
5. 1955–1965: Disneyland
6. 1966–1971: The deaths of Walt and Roy Disney and the
opening of Walt Disney World
7. 1972–1984: Theatrical malaise and new leadership
8. 1984–2004: The Eisner era
8.1 "Save Disney" campaign and Eisner's ouster
9. 2005–present: The Iger era

10. • May 18, 1922 Walt Creates Laugh-O-
gram Films.
• In early 1923, the Laugh-O-gram Films was
nearly broke With the little money left .
• What Disney does is go out and blow it all
on the most lavish film he can possibly
make, and it was called Alice's
Wonderland.”

11. • Having given up his Kansas City dreams, it
seemed to Walt that there was only one way to
go west. Months before the official Laugh-O-
grams bankruptcy proceedings took place, Walt
was ready for the next stage of his life. It was
time to move to Hollywood.
• So, with his few possessions in hand -- plus his
half-finished cut of Alice‟s Wonderland -- he
boarded the train in the last few days of July
1923. “I was just as free and happy, you know?”
he recalled. “It was July 1923. So that would
make me 21, 21 going on 22. But I‟d failed. I
think it’s important to have a good, hard
failure when you’re young.”
• July 6, 1925 A week before Walt marries
Lillian Bounds, the two brothers put a deposit
down for a vacant lot at 2719 Hyperion
Avenue where they plan to build their movie
studio.

12. • July 25, 1925 Walt Marries Lillian Bounds.
• January 31, 1927 Oswald was born.. Funny how
the cartoon artists never hit on a rabbit before.
Oswald, with his long ears, has a chance for a lot
of new comedy gags and makes the most of them.
• A Famous Train Ride on March 13, 1928 Lillian
his wife remembered that famous train ride: “He
was taking about different things, kittens and
cats and this and that. Well, a mouse is awful
cute, and he just kept talking about a mouse. So
that‟s where he originated Mickey Mouse.“
• Walt had originally thought about
calling his mouse Mortimer, but
Lilly said, „I don‟t think that would
be good for a mouse‟s name.
Let‟s call it Mickey.”

13. • The cartoon was completed on May
15, 1928, and Walt set about trying to sell
Mickey to distributors. Meanwhile, the
staffers who had deserted him for Mintz were
now gone, and Walt could once again operate in
the open.
• 1929 Walt begins experimenting with music
and animation
• Walt decided to launch his experiments with
color on a film that was already in the works.
As he recalled, “I had a black-and-white
picture in work called Flowers and Trees. I
had photographed about half in black and
white.”
• The new cartoon was a huge success, and on
November 18, 1932, it became
the first cartoon to win an Oscar®
From the Academy of Motion
Picture Arts and Sciences®

14. • March 16, 1934 The Academy Awards® are
held at the Ambassador Hotel's Fiesta Room
and Three Little Pigs wins the Academy Award
for Best Short Subject, Cartoon.
• February 27, 1935 The Tortoise and the Hare
Wins an Academy Award.
• March 5, 1936 Three Orphan Kittens Wins an
Academy Award

15. • March 4, 1937 The Country Cousin Wins an
Academy Award
• March 10, 1938 The Old Mill Wins an Academy
Award.
• February 23, 1939 Snow White Wins a Special
Academy Award

16. • October 27, 1954 Disneyland Premieres on
ABC. The Disneyland television
show, hosted by Walt, premieres on ABC.
• July 17, 1955 Opening Day at Disneyland
• October 3, 1955 The Mickey Mouse Club
Walt Disney Died-December 15, 1966
(aged 65) Burbank, California, U.S.
Cause of death-Lung cancer

17. The Brand “Disney”

18. Brand Value
2012 brand performance* 2011 brand performance* 2010 brand performance*
Brand value $15,392m Brand value $15,424m Brand value $13,436m
Brand rating AAA Brand rating AAA+ Brand rating AAA
Enterprise value $49,680m Enterprise value $52,049m Enterprise value $44,984m
Value / ent. value 31.0% Value / ent. value 29.6% Value / ent. value 29.9%
Figures taken on 31st Figures taken on 31st Figures taken on 31st
December 2011 December 2010 December 2009.

19. Brand Elements
• Advertisement

20. Strapline
• Disney uses various slogans for
different branches of their business.
The most well known slogan is „Where
Dreams Come True‟ which is used to
promote their Disney World theme
park.

22. Walt Disney company owns
39 Hotels
11 Theme parks
11 Cable TV networks
8 Motion picture studios
6 Record labels
5 Vacation resorts
2 Waterparks
1 Terrestrial Television Network

23. Divisions
o The Walt Disney
Studios
o Disney Media Work
o Walt Disney Parks and
Resorts
o Disney Interactive
Media Group
o Disney Consumer
Products

24. •
Subsidiaries
Walt Disney Pictures • Lucas film Ltd. LLC
• Walt Disney Animation Studios • The Muppets Studio, LLC
• Walt Disney Theatrical • ABC Inc.
• Walt Disney India Ltd. • ESPN Inc.(80%)
• Pixar Animation Studios • A+E Networks(50%)
• UTV Software • Hulu (27%)
• Communications
• Marvel Entertainment, LLC
• Radio Disney

27. The Four Ps of The Walt Disney Company
Place
The stores are located in malls and super centres, in urban
locations in order to for them to be visible, and they are
nationally located within their theme parks where they will be
heavily sought after by eager vacationing families.
Promotion
ThroughoutThe Walt Disney Company, surfacing in theatrical
productions, books, consumer products and theme
parks. Every aspect of Disney promotes not only itself but
every18
Disney other aspect as well in a circular rotation and, as Roy
Disney was quoted earlier, “keeps[consumers] Mickey Mouse
minded. "Since Disney is a family oriented company they want
to be able to attract families of median incomes.

28. Price
Therefore, the pricing, relative to the theme
parks and true to the pricing strategy is, “the
quickest element to change,” (Hair, Lamb &
McDaniel, 2008, p.49). The prices for
admission are subject to the seasons. Disney
ads on television are often seen offering
packages for “round trip airfare for cheap,”
“kids fly free,” and “hotel packages” all to
attract consumers to their parks and resorts.

30. Product competitors
&
Product Differentiation

32. Product differentiation
 Walt Disney has additional brands such as
ESPN, Miramax, touchstone, and Pixar.
 Disney stores located in malls and supercenters.
Particularly in urban locations in order for them to
be visible and accessible by public.
 Walt Disney studio produces films through imprints
Walt Disney pictures, Disney animation, and
Pixar, and its marvel entertainment a top comic book
publisher and film producer.

33.  Walt Disney parks and
resorts operates the
company’s popular theme
parks including Walt
Disney world and Disney
land.
 The Multiplan allowed the
animator to re-use the
same background,
foreground, or any
elements not in motion,
saving hours of labour

34. SWOT

37. Future Plans
• Finalizing new marketing initiatives in India, with the
thrust on localization, interactivity and region
specific approach.
• Focus on family entertainment industry
• Emphasizing family values and morals.