The case study on DISNEY is represented in the form of a powerpoint presentation under the guidance of Sameer Mathur, Prof. IIM Lucknow.

2. FOUNDERS : Walt Disney and Roy Disney
FOUNDEDIN : 1923

3. GOAL
To bring
Entertainment
Pleasure
laughter to the people all
around the world.

4. DISNEY introduced world to
Mickey Mouse

5. HOW IT
CONNECTS ??

6. 1) SEGMENTS THE
MARKET
KIDS
TEENAGERS
ADULTS

7. 2) HOLISTIC
MARKETING

8. STRATEGIES
USED

9. • THEME PARKS
• PRODUCTS
• GAMES
• ONLINE (social media)
• WEBSITE
• MOVIES
(eg Snow white, Bambi, Love Bug, The Lion
King, The Little Mermaid, Toy Story and
many more! )

10. THE LITTLE MERMAID won 2 Oscars !

11. DISNEY INFINITY
(A Gaming platform)
•Allows consumers to
play with many Disney
characters at the same
time.
•Most famous
Disney product

12. 5 BUSINESS
SEGMENTS

13. Studio Entertainment
Parks and Resorts
Consumer products
Media Networks
Disney Channel

14. 3 HUGE
DISNEY
BRANDS

16. Question 1:
What does Disney do best
to connect with its core
consumers?

17. Disney gradually expanded its business to animated movies, cartoon
characters prints and other products, theme parks.
It has developed animated movies and TV series.
Also, employees in Disney are trained to be quite friendly with its visitors. Like
greeting them by waving big Mickey Mouse hands and so on.
Other innovative ways include emails, blogs, online games and website.

18. Question 2:
What are the risks and
benefits of expanding the
Disney brand in new ways,
such as video games or
superheroes?

19. Risks :
• Unexpected failure of a product by Disney
• High investments and so is the competition in the market
• Product has to be of a better quality else it might fail.
• Changes in science and technology being taken places and therefore change in its
strategies is must.
• Core customers may get alienated.
• The company’s aim is to preserve its legacy without affecting its work .
BENEFITS :
• Enhancing brand image
• Maintaining connection with the core customers.
• Makes acceptance of new product easy
• Increases market coverage

20. SUMMARY
GOAL
HOW IT CONNECTS
STRATEGIES USED
»Animated movies
»Product- Disney Infinity
5 BUSINESS SEGMENTS
3 HUGE DISNEY BRANDS
CASE STUDY QUESTIONS

21. DISCLAIMER
Created by :
Shubhangi Gupta, MSIT(New Delhi) during the
Marketing Internship under Prof. Sameer Mathur, IIM
LUCKNOW.