Created By Himanshu Kala, IIT Bombay, under a marketing internship by Prof. Sameer Mathur, IIM Lucknow

1. “Let The Memories Begin”

2. Founders : Walt Disney and Roy Disney

3. Entertaining People since
1923
 Founded By Walt Disney and Roy
Disney.
 Introduced the world to Mickey
Mouse.
 First full-length Animated Film-
Snow White and Seven dwarfs.
 Classic Films, Disney Channel,
Touchstone Pictures.
 Theme Parks and theatrical
productions.
 Disney Products loved by children
and parents.
 Hannah Montana for teens.
 Gaming Platform.
 Fun campaigns

6. Target Market
Kids Age 4-12.
Middle aged Male/Female with families in the
middle class or above.
Or ANYONE young at heart.
You’re dead if you aim only for kids, Adults are
only kids grown up , anyways – Walt Disney.

8. Brand Portfolio

9. Challenges over Time
Disney’s greatest
challenge today is
keeping a 90-year old
brand relevant and
current with its core
audience while staying
true to its heritage and
core brand values.

10. SWOT Analysis

11. STRENGTHS
Strong Product
Portfolio
 Brand Reputation
Strategic Acquisitions
Consumer Focused
Creativity Innovation

12. WEAKNESS
 High operating costs
 Content gets highly pirated
 Growth barriers in theme parks
 Heavy dependence on income
from North America
 Frequent changes in the top
management

13. Opportunities
 Expansion of movie
industry to new
countries especially
developing markets
 Increased
merchandising of its
consumer products
 Potential increase in
the web presence

14. THREATS
 Some acquisitions –
poorly integrated &
done in haste
 Change in younger
generation
preferences
 Maintaining
innovation without
loss of heritage •
Intense competition
in industry

20. Disney Founders
Entertaining since
1923
Vision
Transition
Brand Portfolio
Challenges over time
SWOT analsis
Question

21. DISCLAIMER
Created By Himanshu Kala, IIT Bombay, During a
marketing Internship By Prof. Sameer Mathur, IIM
Lucknow