It's Disney Minic Case study from Kotler Book

1. Where Dreams come

2. Lets see
How it all
Started

3. History
• Founded in 1923 by two brothers Walt
and Roy Disney.
• In its first two decades its just a struggling
cartoon studio that introduced the world
to Mickey Mouse.
• In 1937, Disney launched its first full
length movie and started to get the
world reorganization

4. Mission of Disney
The Walt Disney Company's
objective is to be one of the world's
leading producers and providers of
entertainment and information,
using its portfolio of brands to
differentiate its content, services
and consumer products

5. Today, Disney is the 13th most powerful Brand in the
world and its revenues top $55.6 billion in 2016.
According to internal studies, Disney has found that
consumer spends 13 billion hour immersed with Disney
Brand each year

6. But What Made Disney So Successful

7. Disney widens it product lines and now Disney
Consist of FIVE business segments
Products

8. Disney Strategy
Segmentation Targeting
Positioning

9. SEGMENTATION
GEOGRAPHIC : Disney set up its theme parks such as
Disney land and Disney World at the world’s most
visited places.
DEMOGRAPHIC: Disney launch and sold its different
products in different regions keeping the
demographic variations in mind.
PSCHOGRAPHIC: Its helps the Disney to launch the
products keeping in mind the traits, lifestyles and
values of its core customers.

10. Targeting
Disney mainly target
children and family as its
core customers.
And Uses Multi-
Segment Targeting.

11. Positioning
Disney has launched a wide range of products with wide
point of differences that it competitors can’t match and
established a unique position in its customers.

12. How Disney influences the audience
• The brand focus on the culture, social backgrounds of its
customers while creating products.
• Develop its products according to their lifestyle and
personality
• Become successful in targeting all the reference groups of its
potential customers.
• Customers develop emotional bond with brand

13. Many of Disney’s successful products for kids
involve tie-ins with their popular TV or movie
franchises

14. • Disney has started to leverage the properties ,
which include star wars and superheroes order to
create sustainable and new growth for the company.
• Disney is investing in gaming platforms.
• Disney to integrate new technology
What’s more for Disney ?

15. Disney is so successful because they
believe in

16. What does Disney
do best to connect
with its core
consumers

17. • Disney’s broad range of products allows the company to
connect with its audience in multiple ways , efficiently and
economically
• Disney’s employees are trained to be assertively friendly
• Campaigns such as “Let the Memories Begin” has focused on
how to make unforgettable family memories
• Uses technology to ensure that customer’s experience is
consistent across every platform.
• Disney works hard to connect with
its customers on many levels and
trough every single detail

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

19. Benefits
• Give the brand more reorganization around the globe.
• Increases the brand market coverage.
• Stretch its products line.
• Attach new customers to brand.
Risks
• Risk of alienating the core customers.
• Failure of new products can tarnish the Brand image
• Create new rivals for the brand

20. • History of Disney
• What made Disney so successful?
•Marketing Strategy of Disney
•What’s in future for Disney

21. DISCLAIMER
Created by Divyansh
Sharma, NIT Hamirpur during
a Marketing Internship by
Prof. Sameer Mathur, IIM
Lucknow