Presentation on the mini case for Disney from Philip Kotler under the Winter Internship on Marketing by Prof. Sameer Mathur.

1. Let the Magic
Prevail

2. Founded in 1923 by brothers Walt and Roy Disney, it has always been
synonymous with trust, fun and quality entertainment for the entire family

3. How big is it?

4. Well, Its Quite BIG!
• Disney is a worldwide sensation.
• It occupies #71 spot in Global 2000 Forbes list
• In 2015, Disney did US$52.46 billion in business (revenue) with a net
income of US$8.38 billion
• It employs around 180,000 people worldwide

5. Competitors

6. Light Years Ahead…
0
10
20
30
40
50
60
Disney Time Warner 21st Century Fox Viacom CBS
Comparison of Revenues in Billions USD
Series 1 Series 2 Series 3 Series 4 Series 5

7. So why is it so
successful?

8. Opportunity Seized!
• The smashing success of cartoons with sound (Mickey Mouse) and
of the first full length animation film, Snow White and the Seven
Dwarfs brought the attention it required
• Disney did not look back after that and produced series of
animation classics throughout the 1940s, 50s and the 60s.
• It has impacted many generations and is still continuing to do so.

9. Of course, it does not solely produces animated
films.

10. Disney’s Business segment
Studio Entertainment Parks & Resorts Consumer Products Media Network Interactive

11. Theme parks and Resorts
With a total of 14 theme parks, cruise lines and other travel related
assets around the world, Disney theme parks leave a permanent
impression in the minds of the visitors, especially children and make
them come back again.

13. Studio Entertainment
• Hannah Montana, a tween targeted show, became a
significant franchise for the company including millions of CD
sale, video games, etc.
• Disney television network include ESPN, ABC and the Disney
Channel
• Disney launched the Infinity gaming platform in 2013,
wherein consumers can play with many characters, across all
Disney boundary.

14. Acquisitions

15. Interactive
• Disney connects with its customers in innovative ways through emails,
blogs and the Website.
• It was one of the first companies to begin regular podcasts of its shows

16. Is the management that
efficient?

17. Internally, to achieve quality and recognition focus is on Disney Difference
which stems from one of Walt Disney’s most recognizable quotes:
“Whatever you do, do it well. Do it so well that when people see you do it
they will want to come back and see you do it again and they will want to
bring others and show them how well you do what you do.”
Disney Difference

18. • Since its inception, Disney has been synonymous with quality entertainment for the
entire family
• Its various theme parks and resorts showcases the visitors the classic Disney brilliance
• With the myriads of merchandise launches, people feel even more connected with
their favourite characters
• It uses emerging technology; it began the regular podcasting of its TV shows and
release the ongoing news about its products and interviews
What does Disney do best to
connect with its core consumers?

19. Risks of expansion
• Staying true to its legacy
• High investment and greater competition when seeking other
market segmentations
• Adjusting to the ever changing global and economic markets
• Keeping in pace with changing society and technology

20. Summary
Disney’s inception
Its current financial standing
Reason for success
Market segmentation strategy
Its values and principles
Connection with core customers
Risks involved in expansion

21. Disclaimer
Created by Siddhant Mishra, NIT Patna, during
the Marketing Internship by Prof. Sameer
Mathur, IIM Lucknow