Presentation based on Mini case study of Disney in consumer markets

2. Hey, I’m Walt Disney
I started the Walt Disney Company
along with my brother in 1923.
Hey, I’m Ron Disney. I took over the
company after my brother passed
away in 1966.

3. TRUST
FUN
QUALITY
We built our
company on 3 brand
personalities for
family entertainment

4. We struggled for 20
years but we made it
big in 1937 with this
full-length animated
movie

5. BUSINESSES

6. After I passed away in
1971,
we went through a
turbulent time, but we
were back in business
with this animated
broadway-style magical
which won 2 oscars.

7. 1980-2000 was the
Disney Renaissance
when all these movies
were released

8. But how do you
connect with
your customers
so well?!?

9. We provide a variety of
experiences to keep our
consumer base loyal
and can connect with
them efficiently

11. Our brand personality
is coherent with
family values and
needs for fun and
excitement

12. We constantly
connect with our
consumers through
online media

13. Disney constantly
expands its brand
in different ways

14. But what are its
benefits ?

15. And what are its
risks?

16. It allows for newer business growth
opportunities and innovation

17. Allows Disney to tap into
new MARKET SEGMENTS
and create lucrative BRAND
ASSOCIATIONS

18. If a brand offering like a video game
fails, it might lead to a disruption in
Disney’s BRAND IMAGE

19. Disney’s excessive expansion into
newer and different ways, can cause
BRAND DILUTION!

20. SUMMARY
• We took a look at the Walt Disney
Company Inception
• Disney’s major business expansions
• How Disney manages to connect
brilliantly with its core consumers
• Looked at the benefits of Disney
expanding its brand
• Highlighted the risks involved in
expanding their business and brand
horizons.

21. Thank You

22. DISCLAIMER
Created by Smaran Mahesh, PES University
Bangalore, during a marketing internship by Prof.
Sameer Mathur, IIM Lucknow