This document outlines a marketing plan for a Disney streaming service. It begins with an analysis of the 5 C's (Company, Collaborators, Customers, Competitors, Context). It then performs a SWOT and PESTEL analysis. Key aspects of the plan include developing brand equity and strategy, defining segmentation, targeting, positioning and unique selling propositions. The marketing mix (7P's) and budget/forecasts are outlined. KPIs, feedback mechanisms and optimization are discussed to help achieve the strategic objective of increasing subscribers.
8. 5 C´s
2014 2015 2016 2017 2018
600m
400m
200m
Global Pay TV & Online Video Subscription
Online Video Subscription Cable
COVID-19
· More Time on Internet and Social media
10. · Positive “Disney” Image
· Disney is known worlwide
· Valuable vault of existing content
· Safe for kids
· Offers something for everyone
· Relying on previous successes
· Small content quantity Offer
· Availabe in few countries
SWOT
Internal
13. PESTEL
COVID-19
European Union reduce bandwidth
due to global traffic increase .
Content quota
30% of streaming service catalogs in Europe
must come from European countries.
«Time to Act» report
15. PESTEL
10h45 98% 50%Kids aged 8 - 18 spend
exposed to media
of homes with children have
mobile devices
of kids aged 12
90%of kids aged 15
have a social media profile
17. PESTEL
Contamination & Climate change
· Disney Parks are closed
· ESPN lost live sports
· Postponed new content
34% of
online video traffic
comes from
Streaming services
COVID-19
23. S T P
GROUP
Kids
Teens
Young adults
Adults
Elderly
AGE
2 - 9 y
10 - 18 y
19 - 24 y
25 - 55 y
55+ y
POWER
No.
Parents control
No.
Parents listen
Yes
Yes
Yes
Disney connection
Impulse to watch
digital content
Follow stars on social media
Driven by trends
Watched Disney in their childhood
Are familiar to their new content.
Emotional connection
Part of their DNA
Recognize content and success
Want to watch it with their families
· North America & Europe
· Middle or Upper Class
· Higher education
24. S T P
TV Channels
· Love classic stars and content and would love to rewatch them.
· Recognize characters and are excited with modern shifts to old content
· Recognize and love Disney Music
· They are interest on Internationally recognized content
· They are interested in content they dont know its Disney's like Marvel or The Simpsons
· They enjoy the idea of “family night”
· They would love to economize with Disney Bundle
· The would recognize the simplicity of streaming
Social media Merchandize & Parks
27. 7 P´s
Product Price Place Promotion People Process Physical evidence
· Streaming
platform
· Easy &
organized
sections
· Kids UI
6.99/
month
· Nostalgia
· Dreams
· Fantasies
· Social media
· TV
· Vacation
centers
1,378
employees
· Easy
sign-up
· Automatic
monthly
payment
· Can be
cancelled
at any time
· Webpage
·Offices in
USA
Netherland
UK
28. Content recap
New content Sneak peek
Countdown
Party contest
New content video
New content update
Countdown
Bundle deal ad
Bundle deal banner
Bundle deal mail
More content ad
Easy & comfortable ad
Family time ad
Personalized message
Billboards
Party Contest
Party
Jan Feb Mar AprSept Oct Nov Dec May June July Aug Sept
2020 2021
Social
media
Website
Streaming
TV
Mail
Print /
Physical
Social Media
Mupis
Family Time Ad
New content Sneak peek
Mupis
31. Budget
Talents
Ads
Print
Party
Incidents
TOTAL
€ 57 125 988
€ 671 700 000
€109 562 000
€63 000
€ 83 845 099
€ 922 296 087
Estimated ROI
ROI =
Return
Investment
ROI =
150 000 000 * 6,99
922 296 087
ROI =
1 048 500 000
922 296 087
ROI ~ 1.136
ROI = 114%
ROI =
Return - Costs
Investment
ROI =
1 048 500 000 - 57 125 988
922 296 087
ROI =
991 374 012
922 296 087
ROI ~ 1.07
ROI = 107%
32. KPIs
· Number of followers, likes & views
· Page Views
· Number of online searches
· Track number of online mentions
· Open rate, Click Through Rate &
Conversion Rate
· Growth in sales /
Number of subscriptions
· Growth in sales /
Number of subscriptions
· Growth in sales /
Number of subscriptions
of our competitors
Subscribers -> Market
Marketing Goal Business Goal
Sep. 2020 - Sep.2021Become a reference
Communication Goal
33. Feedback Mechanisms & Optimization
· Stay up to date with new technologies
· Keep improving our algorithms
· Keep improving the user experience
and design of the platform
· Keep a close look on the campaign
and everything that is happening in
the world to be able to act quick if
anything unusual comes up
Monthly