Analysing Consumer Markets; Evaluation of a mini case study

1. Welcome to the journey ofDisney World. Come along to understand its story!
Where the dreams come true!

2. Genesis of the company
“I am interested in
entertaining people, in
bringing pleasure,
particularly laughter, to
others, rather than being
concerned with ‘expressing’
myself with obscure creative
impressions.”

3. Evolution

4. World’s leading
producers and
providers of
entertainment and
information.
Values that Disney
espouse is building
the trust, providing
fun and quality
entertainment for the
entire family.
Open doors to new
platforms and
markets and hence
increase customer
base by improving
and thus increasing
customer loyalty.

5. Disney studies all the key factors, i.e. cultural,
social and personal, that affect the consumers’
behavior thus ensuring that they not only
meet the needs and wants of customers but
also shape the same
Their key marketing philosophy?

7. Covers a huge
target segment!
Here’s how!

8. Disney’s stories,
characters and
experiences reach
consumers and guests
from every corner of
the globe with
operations in more
than 40 countries.
These Parks and
Resorts are one of the
world’s leading
providers of family
travel and leisure
experiences, creating
entertainment
experiences that are
both universally and
locally cherished.

9. And this is how they stay abreast!

10. Studio
Entertainment:
films, labels,
theatrical
performances
Parks and
Resorts: Disney’s
11 theme parks,
cruise lines
Interactive:
Online platform
for interaction
Media Networks:
Disney channel
and Disney’s
television
networks
Consumer
Products: all
Disney branded
products sold
Disney consists
of five business
segments

11. Challenges faced byDisney
HERITAGE INNOVATION
R
E
L
E
V
A
N
C
E

12. Disney’s POD
The Disney difference:
“Whatever you do, do it really well. So much
so, that people would want to come back
and bring along many more to again see
how you do what you do”.
Meticulous attention to cleanliness of parks
and resorts so no piece of garbage can be
found!

13. Emotional connection by
training cast members and
employees to be “assertively
friendly” and greet by
waving Mickey Mouse
hands.
Efficient and
economical connection
by introducing teen-
targeted TV shows and
much much more!

14. Disney Gaming Infinity Set new limits for Disney;
allowed consumers to play
with many of the Disney
characters at the same time!

15. Features real guests
throughout Disney
enjoying different rides
and magical experiences.

16. Disney’s Consumers spend
• 13 billions hours “immersed” with Disney brand each year.
• 10 billion hours watching programs on the Disney channel.
• 800 million hours at Disney’s resorts and theme parks.
• 1.2 billion hours watching a Disney movie.
Thus, as of 2016, its revenue was recorded as 55.63 billion USD

17. Q1) What does Disney do best to connect with its
core consumers?
Holistic marketing philosophy.
Connection at an emotional and psychological level.
Extensively innovate to ensure right products being delivered to right people at the
right time.
Introducing wide array of products to increase customer-base.
Assertively friendly behavior to develop a personal connection with them.
Offering coupons and amazing deals, thus making them have frequent trips to the
Disneyland.
Use of new improved technologies to connect with its consumers, such as regular
podcasts of its television shows(first one to do that) and post news about new products.

18. Q2) What are the risks and the benefits of expanding the
Disney brand in new ways, such as video games or
superheroes?
Risks:
• Keeping a 90 year old brand relevant and current with its core
audience while staying true to heritage and core brand values.
• Not loosing the essence of its existence by continuously
targeting different generations altogether.
Benefits:
• With a legacy of being a brand that truly understands its
consumers, there is a lot of customer loyalty generated because
of which people will actively involve in the new expansions that
the company brings.
• Deeper market penetration, more brand retention, hence
increased brand equity.

19. Summary
He turned a vision into reality Principles and ideologiesTheir Journey
Analysing consumer markets And, people love their service A part of people’s lives

20. Want a sneak peek of theDisney World? Please Play the video.

21. Disclaimer
The following slides are created by Isbah Ajaz during a
marketing internship by Prof. Sameer Mathur, IIM Lucknow.
Thank You