Disney a mini case study
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Walt Disney and Roy Disney founded The Walt Disney Company in 1923, introducing beloved characters like Mickey Mouse and Snow White. After both brothers passed away in 1971, the company struggled but later made a comeback with the success of The Little Mermaid. The company aims to create memories and entertain families through its works, providing experiences rather than just products. It considers cultural diversity an important factor by including diverse characters.
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Disney a mini case study
- 4. Walt Disney & Roy Disney Founded in : 1923 •Introduced World famous Mickey Mouse •Snow White and the Seven Dwarfs
- 5. In 1971, after both the Disney brothers passed away, the company stumbled the company made a comeback… … with “The Little Mermaid”
- 8. 1. Creating memories 2. Entertaining family , making them laugh 3. Providing a Promise, not a product
- 11. Cultural diversity in their characters for culturally diverse people
- 21. CREATED BY BONNY PANCHAL, SVNIT, SURAT DURING A MARKETING INTERNSHIP UNDER PROF. SAMEER MATHUR, IIM LUCKNOW
Editor's Notes
- Disney is the 13th most powerful brand in the world with its revenues topping $45 billion in 2013
- Founded by : Walt Disney & Roy Disney Founded in : 1923 Began as a cartoon studio and struggled for two long decades that introduced World famous Mickey Mouse Its first full length animated film: Snow White and the Seven Dwarfs
- In 1971, after both the Disney brothers passed away, the company stumbled for several years without leadership… Then the company made a comeback… … with the release of “The Little Mermaid”
- Disney now consists of business segments!! Studio Entertainment Parks and Resorts Consumer Products Media Networks Interactive
- What Disney believe in ?
- Creating memories Entertaining family , making them laugh Providing a Promise, not a product
- Disney also believe in connecting with people Employees are “assertively friendly” with visitors or “guests”
- How they target customers? Factors affecting !!
- Cultural diversity in their characters for culturally diverse people
- Social factors They target whole audience of every age group . It uses the multi-segment targeting strategy which is when a firm chooses to serve two or more well-defined market segments.
- Psychological factors They connect with audience in deep sense by letting them live in dream and fantasy with fun and entertainment
- Technological Evolution Disney has come transformed itself in terms of technological advances They have come a long way from Black and white cartoons to hulk and zootopia which helped them to remain at the top
- Expansion From Pixar to Marvel they have expanded themselves to different kinds of audiences
- Risks Preservation of its 90 years old heritage Large amount of money used up in expansion and R & D Benefits Enhances brand image, visibility Brings new consumers into the brand franchise Increases market coverage Makes acceptance of the new product easy
- Social Media Disney is highly active on social media as it is a very important marketing tool and is the key to connect with the new generation of kids and parents
- Disney Campaigns
- What Next?? Infinity Gaming Platform Consumers can play with many of the Disney characters at the same time, interacting and working on different adventures.