marketing strategies of the cartoon giant.

1. Disney

2. •Disney was
founded by
brothers Walt and
Roy Disney in 1923.
•Its most famous
character was
Mickey Mouse.

3. Disney’s first
success came
with Snow
White and
Seven
Dwarfs.

4. When Roy Disney
died in 1971, the
company struggled
to remain afloat
without leadership.

5. Disney got its
break through
when The Little
Mermaid won
two Oscars.

6. Disneyconsisted
of five business
segments:
•Studio
Entertainment
•Parks and Resorts
•Consumer Products
•Media Network
•Interactive

7. Disney has been very responsive to changing market
trends and customer needs. Its products capture the market
by tie-ins with popular T.V. shows.

8. Disney
has adapted
according to
the culture of
the region.

9. Disney’s marketing
strategy today is
focused on
providing
unforgettable
experience that
make memories.

10. What does
Disney do best
to connect with
its audience?

11. 1. Disney’s
brand
personality
resonates
with its
audience’s
self
concept.

12. 2. Disney sells experience and connects
at an emotional level to its audience
which makes it unforgettable for them.

13. 3.Disney’s broad range of
businesses allows it to connect
to audience in multiple ways.

14. 4. Disney calls to
its audience at a
subconscious
level thus earning
their loyalty

15. What are the risks
and benefits of
expanding the
Disney brand in
new ways, such as
video games and
superheroes?

16. Most sustained, profitable growth
comes when a company pushes
out the boundaries of its core
business into an adjacent space.

17. Its earlier ventures were
deemed very feminine
thus, expanding through
superheroes and video
games it targeted a
wider range of
audience.

18. Risks:
1.Cost incurred
in giving a
multi-
dimensional
experience is
high.
2.Marketing
cost due to
promotion and
advertising
increases.
3. Failure of
one product
can damage
the whole
brand image.

19. Thank
you!

20. Summar
y:
•Founded in 1923 by Walt and Roy Disney.
•Its USP became its famous character Mickey
Mouse.
•It consisted of five business segments.
•It has product tie-ins .
•It has expanded to target different set of
audiences and adapted according to the region.
•It has stayed relevant, innovative and creative.
•Its marketing strategy is to make memories.
•What does Disney do best to connect with its
audience?
•What are the risks and benefits of expanding
the Disney brand in new ways, such as video
games and superheroes?

21. Disclaim
er:
This presentation is created by Nirali Oswal , J.E.C. ,
Jabalpur, during a marketing internship under the
Guidance of Prof. Sameer Mathur, IIM Lucknow.