A basic case study on the consumer market of Disney by Naren Ashok ( IIT Madras), under an internship with Prof. Sameer Mathur ( IIM Lucknow)

2. History
Disney was founded on October 16,
1923 – by brothers Walt Disney and
Roy Disney– as the Disney
Brothers Cartoon Studio.
It established itself as a leader in
the American animation industry
before diversifying into live-action
film production, television, and
theme parks

3. MANTRA: FUN FAMILY ENTERTAINMENT
MANTRA
FUN FAMILY
ENTERTAINMENT

4. Brand Symbols
Mickey Mouse, the first
created Disney character is
also the most recognisable
character of all time.

5. Competitors

6. How is the empire built?

7. Consumers are affected by:
• Cultural Factors
• Social Factors
• Personal Factors
• Psychological Factors

8. Social Factor: Family
Disney provides
entertainment for the
whole family unit,
which is the biggest
consumer in the world

9. Psychological Factor: Emotions
Disney connects with the
audience in a very deep
and positive sense. It
reaches out to the kid in a
person and preaches fun.

10. Cultural Diversity
Disney has a diverse array of characters
which identifies with people of various
cultural backgrounds

11. Technological Evolution
Disney has come a long way in terms of
technology. The difference between Snow
White and Zootopia is remarkable.
They have evolved over the years which
has helped them to remain on the top of
the entertainment business.

12. Dreams into Reality
Disneyland is a surreal interactive
journey. It creates memories and

13. Kid-Friendly
The staff at Disney is trained to be
friendly and fun which makes
parents and kids want to come

14. Expansion

15. Brands Acquired
Disney owns several brands and apart
from TV and film it produces video
games, toys, apparel, stationery, décor
etc.

16. A Disney Video Game
Expansion Risks
• Brand Dilution
• Core products and beliefs might
be negatively affected
• Large amount of money used up
in expansion and R and D

17. Social MediaSocial media is a very important
marketing tool to connect with the
new generation

18. Campaigns
Social Media Moms reaches out to
mothers and encourages them to
tweet about their Disney experience
Toy Story 3 was launched 10 years after
Toy Story 2. So Online campaigns were
introduced to generate nostalgia

19. Feedback
The Disney parks blog on its
website allows parents and kids
to blog about their experiences
which helps the company find
out about consumer experiences

20. RECAP• HISTORY
• MANTRA
• COMPETITORS
• TARGET YOUR CONSUMERS
• TECHNOLOGICAL
ADVANCEMENTS
• DREAMS INTO REALITY
• EXPANSION
• SOCIAL MEDIA
• FEEDBACK

21. DISCLAIMER
CREATED BY NAREN ASHOK, IIT MADRAS, DURING A
MARKETING INTERNSHIP UNDER PROF. SAMEER
MATHUR, IIM LUCKNOW