Presentation created in a market internship under Prof Sameer Mathur,IIM Lucknow

1. THE TALE OF A
WHOLE NEW
WORLD

2. The Walt Disney world

3. TO THE PAST…

4. FOUNDED BY BROTHERS WALT AND ROY DISNEY IN 1923.

5. BIRTH OF MICKEY MOUSE
IN 1932,FOLLOWED BY
PLUTO,GOOFY,DONALD
DUCK AND THE REST
DISNEY’S FIRST FULL
LENGTH ANIMATED
FEATURE,SNOW WHITE
AND THE SEVEN DWARFS
RELEASED IN 1937 LAUNCHED INTO THE
PRODUCTION OF TELEVISION
PROGRAMS IN 1940S
EXPANSION BEYOND
FILMS AND TELEVISION IN
1950s
DISNEYLAND OPENED IN
1955
THE BEGINNING OF
DISNEY THEATRE IN
1980S
EVOLUTION OF THE EMPIRE

6. All our dreams can come true, if we
have the courage to pursue them.
If you can dream it, you can do it.
It's kind of fun to do the impossible.

7. WHAT WAS WALT
DISNEY’S DREAM?

8. A MAN WHO BELIEVED IN HIS
DREAMS, WALT HAD
MULTITUDE OF DREAMS,ALL OF
WHICH SUM UP BY THIS ONE
SENTENCE ,
“HE WANTED TO USE HIS
TALENT AND INTEREST IN ART
TO CREATE THE WHOLESOME
ENTERTAINMENT ,WHICH THE
ENTIRE FAMILY COULD ENJOY”.

9. THE PRESENT SCENARIO

10. BUSINESS SEGMENTS

11. DECODING THE “DISNEY” BRAND
STRATEGY

12. BRAND IDENTITY
BRAND NAME IS THE BLANKET FAMILY NAME
THIS INCREASES MEMORABILITY
SHOWS HOW MUCH WALT WAS PASSIONATE
ABOUT DREAM

13. TARGET
DISNEY TARGETS NOT ONLY CHILDREN,BUT ALSO THEIR PARENTS, TO BRING
ENTERTAINMENT TO ENTIRE FAMILY.
WALT DISNEY HIMSELF SAID, “YOU ARE DEAD IF YOU AIM ONLY FOR
KIDS.ADULTS ARE ONLY KIDS GROWN UP ANYWAY.”

14. POSITIONING
1)DISNEY KNOWS HOW TO TREAT ITS CUSTOMERS WELL.
IN THEME PARKS EMPLOYEES HAVE TO SMILE ALWAYS
AS AN INSTANCE.

15. 2)DISNEY USES STRONG
SLOGANS LIKE “WHRE
THE MAGIC LIVES”,WHICH
REFER DIRECTLY TO THE
MYSTERIOUS
WORLD,WHICH HAS
UNFORGETTABLE
EXPERIENCES FOR
CUSTOMERS IN STORE.
IT PRODUCES MOVIES
WITH STRONG MORAL
LESSONS.

16. BRAND PROMISE,MESSAGE AND MANTRA
>KEEPS ITS PROMISE OF BRINGING JOY
>HAS A LOUD AND CLEAR MESSAGE
>THE BRAND MANTRA CAN BE EXPLAINED IN THREE
WORDS:FUN,FAMILY AND ENTERTAINMENT

17. Television
networks
under disney
Media networks
Creates films
and theatrical
performances
Studio entertainment
11 theme parks
and other
amusement
assets
Parks and resorts
DIVERSIFICATION

18. USE OF
ONLINE
INERACTI
ON
CONSUMER PRODUCTS
SELLS
DISNEY
BRAND
PRODUCTS
INTERACTIVE
DIVERSIFICATION(2)

19. CHALLENGES AHEAD….
>STAYING TRUE TO
ITS LEGACY ,WHILE
ALSO BEING UP TO
DATE WITH LATEST
INNOVATIONS
>ADJUSTING TO
EVER CHANGING
MARKET TRENDS
>ENDLESS
COMPETITION
>TO NEVER LOSE
THE BRAND IMAGE

20. RECAP

21. DISCLAIMER
Created by Ishita Chaudhary,VIT Vellore,during
a marketing internship by Prof Sameer
Mathur,IIM Lucknow