Disney Marketing Case Study.

3. HISTORY
• Founded by Walt and Roy Disney in 1923
• Introduced the world to Mickey Mouse which became its most
famous character.
• Huge success of cartoons and animated movies like Snow white
and the seven dwarfs, Pinocchio, Peter Pan ….
• Expansion of Disney brand into film, television, consumer
products, and Disneyland in Southern California, its first theme
park.
• Today, Disney is the 13th most powerful brand in the world, and
its revenue topped $45 Billion in 2013.

4. Vision mission
To make
people happy
To be one of the
world’s leading
producers and
providers of
entertainment and
information with
the help of its
wide portfolio of
brands

5. What are Disney’s different business
segments?

6. Studio entertainment
Which creates movies,
recording labels and theatrical
performances
Primary business unit : The
Walt Disney Studios

7. Parks and Resorts
Which focuses on Disney’s
11 theme parks, cruise
lines, and other travel
related assets.

8. Consumer Products
Sells all Disney
branded products.
Licensing and retail.

10. Interactive media and internet
Disney’s interactive

11. Disney’s greatest
challenge
To keep it’s 90-year-old
brand relevant and current
with its core audience while
staying true to its heritage
and core brand values.

12. Disney’s strategy to
connect with its core
target market

13. Focusing on Social factors, mainly ‘Family’.
Focusing on the buying behavior of family of
procreation- namely, the person’s spouse and
children.
Influence on buying by children and teens.
Many of Disney’s successful products for
kids involve tie-ins with their popular TV or
movie franchises.

14. Disney is using the personal factors of
personality and self concept. It depicts it
brand personality as Excitement ( Trust,
fun, quality entertainer, spirited, and
imaginative).
Disney trains it’s employees to be
“Assertively friendly”.
Disney’s broad range of businesses allows
the company to connect with its audience in
multiple ways, efficiently and economically.

15. Brand expansion by acquiring huge
brands like Pixar, marvel, LucasFilms
etc …
Leveraging these properties to create
sustainable character brands and new
growth opportunities for the company.

16. Innovating and introducing new products like
Disney Infinity gaming platform, which crossed all
Disney boundaries.
Disney uses technology to ensure that a
customer's experience is consistent across every
platform.

17. Disney’s marketing campaigns focus on how
it helps make unforgettable family
memories.
One such campaign is “Let the memories
begin”.

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

19. Risks:
 Tough competition from brands already at the top in
these segments like Rockstar Gaming Company, EA
company, DC comics etc
 Identifying target markets and positioning their
products showcasing the benefits over other
competencies may not be achieved.
Benefits:
 Reaching out to more and more people.
 Expanding business and enhancing brand image.
 Will help in maintaining its heritage, core values and at
the same time promote innovation and relevant changes
according to the target market.

21. disclaimer
Created by Sourab Mangrulkar, NIT Goa, during a Marketing
internship by Prof Sameer Mathur, IIM Lucknow.