Disney- case study
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Disney- a mini case study-Kotler and Keller Created By- Bonny Panchal
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Disney- case study
- 4. 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
- 5. 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”
- 8. 1.Creating memories 2. Entertaining family , making them laugh 3.Providing a Promise, not a product
- 9. Disney also believe in connecting with people Employees are “assertively friendly” with visitors or “guests”
- 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.