Disney Case Study prepared during Marketing Internship with Prof. Sameer Mathur, IIM Lucknow.

2. HISTORY
• 1923 MARKS AS START OF FIRST
KNOWN AS THE DISNEY BROTHERS
CATOON STUDIO.
• IN 1923 WALT DISNEY SIGNS
CONTRACT WITH M.J.WINKLER TO
PRODUCE A SERIES OF ALICE
COMEDIES

3. PRIMARY BUSINESS UNITS
• WALT DISNEY STUDIOS
• PARKS AND RESORTS
• MEDIA NETWORKS
• DISNEY CONSUMER PRODUCTS AND
INTERACTIVE MEDIA

4. MISSION
• TO BE ONE OF THE WORLD’S
LEADING PRODUCERS AND
PROVIDERS OF
ENTERTAINMENT AND
INFORMATION
• TO DEVELOP MOST
CREATIVE , INNOVATIVE
AND PROFITABLE
ENTERTAINMENT
EXPERIENCES AND RELATED
PRODUCTS IN THE WORLD

5. MAIN ENTERTAINMENT HOLDINGS
• WALT DISNEY STUDIOS
• DISNEY MUSIC GROUP
• DISNEY THEATRICAL GROUP
• DISNEY ABC TELEVISION GROUP
• RADIO DISNEY
• ESPN INC.
• MARVEL STUDIOS
• UTV SOFTWARE
COMMUNICATIONS
• PIXAR ANIMATION STUDIOS AND
ETC.

6. RESORTS AND DIVERSIFIED HOLDINGS
• WALT DISNEY PARKS AND
RESORTS
• DISNEYLAND RESORT
• WALT DISNEY WORLD RESORT
• TOKYO DISNEY RESORT
• DISNEYLAND PARIS
• HONGKONG DISNEYLAND
RESORT
• DISNEYLAND PARIS
• SHANGHAI DISNEY RESORT
• DISNEY VACATION CLUB
• DISNEY CRUISE LAND

7. WALT DISNEY PARKS AND RESORTS
• WORLD’S LEADING PROVIDERS OF FAMILY TRAVEL AND LEISURE
EXPERIENCES.
• GIVING MILLIONS OF GUESTS EACH YEAR THE CHANCE TO SPEND
TIME WITH THEIR FAMILIES AND FRIENDS.
• MAKING MEMORIES THAT LAST A LIFETIME.

8. MEDIA NETWORKS
• COMPRISE A VAST ARRAY OF PODCASTS, CABLE, RADIO,
PUBLISHING.
• DIGITAL BUSINESSES ACROSS TWO DIVISIONS- THE DISNEY
ABC TELEVISION GROUP AND ESPN INC.

9. MANAGEMENT
• BOARD OF DIRECTORS HAIL FROM RENOWNED GLOBAL
ORGANISATIONS AND INDUSTRIES BRINGING A DIVERSE RANGE OF
KNOWLEDGE, PERSPECTIVE AND EXPERIENCE TO GUIDE AND DRIVE
LONG TERM VALUE TO THE COMPANY.
• PRESENT CEO AND CHAIRMAN ROBERT A. IGER

10. FROM ITS HUMBLE BEGINNINGS AS A
CARTOON STUDIO IN THE 1920s TO ITS
PREEMINENT NAME IN THE
ENTERTAINMENT INDUSTRY TODAY,
DISNEY PROUDLY CONTINUES ITS
LEGACY OF CREATING WORLD CLASS
STORIES AND EXPERIENCES FOR EVERY
MEMBER OF THE FAMILY.

11. REASONS FOR SUCCESS
• CONNECTS WITH CUSTOMERS THROUGH DIFFERENT WAYS.
• EMPLOYEES TRAINED TO BE ASSERTIVELY FRIENDLY
• CLEANLINESS IN PARKS
• MARKETING CAMPAIGNS TARGETING FAMILIES.
• REGULAR PODCASTS ON ITS TELEVISION SHOWS.

12. WHAT DOES DISNEY DO BEST TO CONNECT
WITH ITS CUSTOMERS?

13. BY PROVIDING QUALITY
ENTERTAINMENT TO ITS CUSTOMERS
AND INNOVATING IT CONTINUOUSLY

14. BY KEEPING ITS 90 YEAR OLD BRAND
RELEVANT AND STAYING TRUE TO ITS
HERITAGE AND CORE BRAND VALUES.

15. ITS PRODUCTION ACCORDING TO DIFFERENT
SEGMENTS OF THE MARKET TO SATISFY ITS
CONSUMERS OF ALL AGES , CULTURES RESIDING
IN DIFFERENT COUNTRIES.

16. WHAT ARE THE RISKS AND BENEFITS
OF EXPANDING THE BRAND IN NEW
WAYS SUCH AS VIDEO GAMES OR
SUPERHEROES?

17. RISKS OF EXPANDING DISNEY ARE IF THERE IS BAD
SERVICE IN ONE SECTOR IT WILL HURT OTHER
SECTORS ALSO.

18. THERE IS ALSO RISK OF HIGH INVESTMENT AND
GREATER COMPETETION WHEN EXPANDING IN
OTHER SECTORS.

19. COMPANY WILL BENEFIT OF INCREASING
ITS POPULARITY AND CUSTOMER-BASE.
REVENUE WILL ALSO INCREASE ALONG
WITH MARKET SHARE.

20. SUMMARY
• HISTORY
• MISSION
• REASONS FOR SUCCESS
• PRIMARY BUSINESS UNITS
• HOLDINGS

21. DISCLAIMER
• CREATED BY SHUBHDEEP SINGH,
DURING A MARKETING INTERN
SHIP BY PROF. SAMEER
MATHUR, IIM LUCKNOW.