This presentation is created in a Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow. This Presentation is a detailed study of Disney Mini Case.

2. THE DISNEY
TALE….!!

3. START OF AN ERA OF
CARTOONS….!
HISTORY
Founded October 16, 1932 by Walt and Roy
Disney
 1923-1928 Silent Films
1928: Mickey Mouse Debut, an Icon is Born
1940s: Venture into Television
1955: Disneyland Opens
1980s: Disney Theatre Begins
1990s: Disney Renaissance of Movies
2000s-Present: Pixar Films, LucasFilms LTD,
Marvel

4. VISION AND MISSION…!
The mission of The Walt Disney Company
is to be one of the world's leading
producers and providers of entertainment
and information. “Using our portfolio of
brands to differentiate our content,
services and consumer products, we seek
to develop the most creative, innovative
and profitable entertainment experiences
and related products in the world.”

6. Innovation
Creativity, dreams and imagination
Fanatical attention to consistency and detail
Preservation and control of Disney magic

8. Disney's target market varies from
children, to tweens, to teenagers and even
adults - practically anyone who is young
at heart. As Walt Disney himself once
quoted "Your dead if you aim only for
kids.

9. BUSINESS SEGMENTS
 Studio Entertainment
Theme parks
Consumer Products
Media Networks
Disney Channel

11. DISNEY
ACQUISITIONS..!

13. Q1. What does
Disney do best to
connect with its
core customers?
Q2. What are the risks
and benefits of
expanding the Disney
brand in new ways,
such as video games or
superheroes?

14. 1. a) Application of theme based strategy

15. b) It has got entertainment programs for keeping in mind the
entire family.

16. c) Disney has begun regular podcasts of its shows and also
featuring news about its other products.

17. 2. RISKS:
The risks of expanding the Disney brand in new ways
is that a bad service in one sector could degrade the
image of the company in other sectors.
 Moreover, the audience could think that the company
just wants to earn more and more profit and is not
focused on its concept of providing entertainment.
The greatest risk faced by Disney is to stay true to its
legacy while keeping it pertinent and up to date with
the consumers.

18. BENEFITS:
Disney is able to touch its audience both efficiently as
well as economically
It has been able to make itself relevant to the new
generations in spite of being a 90-year old brand with the
help of its theme parks, TV shows and consumer
products.
The step of entering in the field of Theme parks and
resorts helps in brand positioning of the company a lot.
Now the consumers see using Disney products as a part
of his lifestyle as Disney is attracting consumers on
various aspects of life.

19. DISNEY IN NEWS..!
Walt Disney Earnings: What to Watch
Analysts see higher revenue and EPS, but
ESPN and Shanghai Disney details will
be in focus (Wall Street Journal)
By BEN FRITZ Aug. 8, 2016
Jan. 3, 2017 MW Disney stock added
to Evercore's top pick list for 2017 (Wall
Street Journal)

20. SUMMARY

21. DISCLAIMER
Created by Dharvi Kharoud, NIT Jalandhar, during a
Marketing Internship under the guidance of Prof. Sameer
Mathur, IIM Lucknow