Disney case study based on Chapter 6 of Kotler and Keller 15th Edition

1. - By Kanad Barua

2. HOW IT ALL STARTED

4. Snow White and the Seven Dwarfs (1937)
- first full length animated film from Disney
The company stumbled for many years
without leadership.
The company made a comeback with
The Little Mermaid
Disney has continued to make ground-breaking
Movies like Beauty and the Beast, Aladdin, Lion King, Toy Story and Mulan.

5. Disney expanded and tapped into new customers by launching these

6. Parks and Resorts
Disney Channel
Studio Entertainment
Interactive
Consumer products

7. Solution -

8. “Whatever you do, do it
well. Do it so well that
when people see you do it
they will want to come back
and see you do it again and
they will want to bring
others and show them how
well you do what you do.”
DISNEY focused on Disney Difference,
to achieve quality and recognition

9. ANALYZING CONSUMER MARKETS
Segmentation PositioningTargeting

10. GEOGRAPHIC
Geographic segmentation is
done for the location of Disney’s
theme parks and resorts. These
are strategically located in the
world’s most visited cities
DEMOGRAPHIC
This is used to help
determine where to place
Disney Store,
where to distribute their
movies and what kind of
move should be created
next.
PSYCHOGRAP
HIC
This helps Disney
determine who is going
to buy more of
their products, hence the
can target accordingly.

11. Disney focuses on target children
and their families.
It uses multi-segment targeting
strategy, which is when a firm
chooses to serve two or more well
defined market segments.

12. Disney has impeccable
brand culture and its history
is unmatched.
Disney has vast superiority
in global marketing research.

13. VARIED RANGE OF
PRODUCTS FOR VARIED
CUSTOMERS

14. MARKETING CAMPAIGN
Disney’s campaign
“Let the Memories Begin”
features real guests
throughout Disney enjoying
different
rides and magical
experiences

16. • Consumers spend 13 billion hours “immersed’ with the Disney brand each year.
• Consumers around the world spend 10 billion hours watching programs on the Disney channel.
• 800 million hours at Disney resorts and theme parks.
• 1.2 billion hours watching a Disney movie.
Revenues topped $45 billion in 2013
PRESENT DAY DISNEY

18. • Disney brand has always been synonymous with quality entertainment for the entire
family.
• Disney basically connects with its customers by providing them with quality entertainment
and innovating and excelling in it.
• Maintains a regular connectivity with its audience.
• It uses emerging technologies to connect with its consumers in innovative ways.
• It was one of the first companies to begin regular podcasts of its television shows as well
as release ongoing news about its products and interviews with Disney’s employees,

19. • Benefits:
Enhances brand image, visibility.
Increases market coverage
Brings new customer
Makes acceptance of new products easy.
• Risks:
High competition.
Unexpected failure may lead to tarnishing the image of Disney.
Risk of eliminating core customers.

20. Disney has managed to connect with their audience
extremely well
They have kept innovating and achieved
ground-breaking milestones.
Disney has managed to stand the test of tie by
expanding and understanding the customer base
efficiently.
Use of technology and a strong customer connection has worked wonders for Disney
Disney is now the 13th most powerful brand in the world.

21. CREATED BY KANAD BARUA, IIEST SHIBPUR
DURING A MARKETING INTERNSHIP UNDER
PROF. SAMEER MATHUR, IIM LUCKNOW
DISCLAIMER