A presentation on case study(Disney) in chapter 6 of MARKETING MANAGEMENT by PHILIP KOTLER KEVIN LANE KELLER

1. DREAMS DO COME
TRUE!!!!
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2. Disney makes
the dreams of
hundreds of
children come
true by means of
its various
experiences

3. HOW ?
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4. INFLUENCING
CUSTOMER BEHAVIOUR

5. CULTURAL FACTORSDisney considerably
reduced the prices for
renting its movies to appeal
to different social classes

6. SOCIAL FACTORS
Disney has successfully established
itself as a premium brand during the
90’s and hence parents will more likely
recommend it to their children

7. PERSONAL FACTORS
SINCERITY
Disney has introduced Disney baby to
appeal to women who go through
major life changes as
mothers

8. PSYCHOLOGICAL
BEHAVIOURPERCEPTION
MOTIVATION

9. MOTIVATION
Disney motivates
children to buy its
merchandise by
means of its
movies, television
channels and
experiences

10. PERCEPTION
• Best Holiday Destination
•assertively friendly
• Water mickey mouse
on sidewalks

11. EMOTIONS
Disney released the
third instalment of Toy
Story after ten years
since the first part was
released so that the
customers could feel
nostalgic.

12. THE FIVE
STAGE
MODEL

13. PROBLEM
RECOGNITION
Vacation packages (problem-
Haven’t been to a vacation in a long
while)

14. INFORMATION
SEARCH
Disney advertisements,
personal experience of friends,
Making dream come true

15. EVALUATING
ALTERNATIVESConsumers evaluate similar alternatives
Disney stands out with its superior
brand image

16. PURCHASE DECISION
Customer chooses
the best possible
alternative

17. POSTPURCHASE
BEHAVIOUR
campaign “Let the memories begin”
Customers feel better about their purchase

18. What does Disney do best to
connect
with its core customers?
Synonymous with trust, fun and quality
entertainment.
Creative new ways to target its core family-
oriented customers
Availability heuristic: Touchstone, Marvel

19. RISKS AND BENEFITS OF
EXPANDING DISNEY BRAND
Clash of heritage versus innovation versus
relevance
Maintaining the high quality Brand Image
Having a broader perspective

20. • The reason behind Disney’s success
• The factors influencing customer behavior
• How does Disney use various psychological processes
• The 5 stage model

21. DISCLAIMER
Created by Kamala Prakash Bonam, VIT Vellore,
during a marketing internship under the
guidance of prof. Sameer Mathur, IIM Lucknow