THE FOLLOWING PRESENTATION IS ABOUT CONSUMER ANALYSIS OF DISNEY

1. NAME: ROUNAK SARKAR
COLLEGE: NATIONAL INSTITUTE OF
TECHNOLOGY, TIRUCHIRAPPALLI

3. CONTENTS:
• INTRODUCTION AND A BRIEF HISTORY.
• CONSUMER PRODUCTS
• SEGMENTATION
• COMPETITION
• SWOT ANALYSIS RECOMMENDATION
• WHAT MAKES DISNEY SPECIAL AMONG ITS CUSTOMERS?
• THREATS FACED BY DISNEY
• CONCLUSION
• DISCLAIMER

4. INTRODUCTION AND HISTORY:
Founder : Walt Disney and his brother Ross.
Established in the year 1923.
Started licensing its characters in the year 1929.
First TV programme in the year 1954.
Disneyland opened in California in the year 1954

5. INTRODUCTION AND HISTORY(contd.)
Acquired BC media company in 1996.
Four major categories of Walt Disney-
Disney Media Networks.
Disney Studio Entertainment.
Disney Parks and Resorts.
Disney Consumer Products.

6. BRIEF HISTORY:

8. DISNEY LISENCED ITS
BRAND CHARACTERS TO
MERCHANDISE TO BE
SOLD AT RETAILS
OUTLETSIN THESE
CATEGORIES
APPARELS, FOOTWEAR AND
ACCESSORIES
PUBLISHING AND TOYS
BUENA VISTA GAMES
HOME AND INFANTS
ACCESSORIES
FOOD, HEALTH, BEAUTY, ELECTRONICS
AND STATIONARY

10. DEMOGRAPHIC SEGMENTATION-ADULT AND CHILDREN.
BEHAVIOURAL SEGMENTATION- TASTE FUN AND MAGIC.

11. DOLE
GREEN
GIANT
WARNER
BROS.
SESAME
WORKSHOP
FRESH
EXPRESS

13. OPPORTUNITY
FURTHER DIVERSIFICATION
NEWER TECHNOLOGIES AND
MARKET
WEAKNESS
HIGH R&D COST
HUGE AMOUNT OF
INVESTMENT
THREATS
RECESSIONS
UNCONTROLLABLE CHANGES IN
TECHNOLOGIES AND
CONSUMER CONSUMPTION
OTHER COMPETITORS
STRENGTH
HIGH BRAND VALUE
CREATIVE PROCESS
RESPONSIVENESS TO THE
MARKET

14. DCP developed a
broad range of
products with
Cincinnati based
Kroger supermarkets.

15. RECOMMENDATIONS
R&D STRENGTHENING
STORY TELLING THROUGH
TECHNOLOGY
CREATING NEW
CHARACTERS

16. WHAT MAKES DISNEY SPECIAL AMONG ITS
CONSUMERS?
New concept of gaming known
as Disney Infinity which allows
its consumers to play with
many Disney characters at the
same time.

17. THREATS FACED BY DISNEY:

18. PRODUCT DEVELOPMENT DECISIONS:
Products that already are broad appealing such
as milk must be made healthier.
Healthy food can be filled with fun by giving them
the shape of the Disney characters.
DCP launched offering of fresh fruits.

19. CONLUSION
• Contribution of wide distribution and Disney magic
meant that DCP would win over people all around
the world.
• With nutrition and dietary plan adopted by Disney
the obesity epidemic can be effectively countered.
• DCP also plans to make ties with other retailers,
other than Krogers.

20. CREATED BY: ROUNAK SARKAR
COLLEGE: NATIONAL INSTITUTE OF
TECHNOLOGY, TIRUCHIRAPPALLI
UNDER:
PROFESSOR SAMEER MATHUR
INDIAN INSTITUTE OF MANAGEMENT,
LUCKNOW