Analyzing consumer markets with the help of case study.

1. We’re all
mad here

2. FEEL THE MAGIC
Let the memories begin….

3. FOUNDERS
Walt Disney Roy Disney Bob Iger
CEO(recent)

4. 2013-Gaming Platform
Developed
2004-Obesity Epidemic
1980-2000-Disney
Renaissance Era- “Beauty
Beast”, “Aladdin”,” The
Lion King”, “Toy story,”
“Mulan”
1940-1960- Expansion
to live action films and
TV series
1937- First full
length animated film
“Snow White and
seven Dwarfs”
1932-
Licensing as
business
1923-
Debut
of
Mickey
Mouse

5. • California
• Orlando
• Tokyo
• Hong Kong
• Paris

6. BUSINESS
SEGMENTS
Studio Entertainment Television Networks
Interactive
Photos taken from Flickr.com &
iStockPhoto.com

7. Parks and Resorts
Consumer Products

8. Consumer Characteristics & Buying Behavior
Cultural
Family oriented.
For all age
groups,gender,
religion
Personal
Employees
are very
friendly and
are taken care
of.
Social
Parks and
resorts
Disney ads
Psychological
Felling of love
and belonging,
Emotions
involved,
Memory made.

9. POSITIONING STATEMENT
Entertainment & media company
For children, their parents,
friends and family
All over the world
In an era of low creativity, high
stress, and social disparity.
To preserve the magic of
childhood
Combines products, services, and
experiences across many sectors

10. BRAND VALUE

11. SPEAKINGPOPULARITY.COM

13. •Best entertainment
•Diversification
•Innovative
•Target niche markets
Costly
•Jobs
•Offers
•Media Network
•Economic recession
•Unaffordable to lower
class
•Terrorism

14. 13 billion
hrs-
Disney
Brand
10 billion
hrs-
Watching
program
800 billion
hrs-
Disney’s
Resorts &
Parks
1-2 billion
hrs-
Watching
movie
$45
billion
Time spent by consumers each year
Revenue generated
(approx.)

15. •Frontier land Expansion
•A new Magic Kingdom Resort
•Fix Walt Disney World Transportation System
•Future World
•Update Tomorrow land

16. Understanding how personal
influences to customer’s
behaviour
diversified international company growing its network
Friendly employees
technology to ensure customer’s
experience. family oriented
Customer’s satisfaction
What does Disney do best to connect with its core consumers?

17. •Increase in market coverage.
•Can excite more customer for
more of Disney exploration and
visit for a virtual tour in form of
video games.
•Disney memories HD can be
used to add magic to
customer’s pictures.
•Disney’s customers can
choose their products more
easily by use of technology.
•The ever changing global or
regional economic market.
•New versions of software
application has to be updated
regularly.
•Any bad publicity can give
negative implication.
•High competition
•New technologies will be a bit
uncomfortable for low tech
people like parents compared to
teenagers.
What are the risks and benefits of expanding the Disney brand in new ways, such as video games or
superheroes?

19. Created by PALAK BANSAL,ZHCET (ALIGARH MUSLIM
UNIVERSITY) during a marketing internship under Prof. Sameer
Mathur (IIML) from 3rd July-29th July,2017.