Pixar Animation Studios is a multi award
winning CGI studio which uses technical
creatives and innovations in production of
new generation motion pictures or animated
Pixar has positioned itself as combination of
propriety technology and creative talent to
develop CGI animated films with memorable
characters and heart warming stories that
appeal to families and audiences of all ages.
Introduction and Positioning
CBBE Model Extension
Lucasfilm's Computer Division headed by George Lucas recruits Catmull
Lucasfilm's Computer Division gets John Lasseter in graphics division
Computer Graphics Division of Lucasfilm's is purchased by Steve jobs from George Lucas and makes
it an independent company called "Pixar”.
Disney & Pixar announces to produce and distribute at least one CGI animated movie
Toy Story, the world’s first CGI film, is released on 22nd November
Pixar opens IPO on 28th November. Famous as largest IPO of the year .
Walt Disney Studios & Pixar Animation Studios inked a pact to produce 5 movies in 10 years
Disney announces its agreement to purchase Pixar.
Pixar celebrates its 25th Anniversary
Where we stand in
Family Entertainer Category
Toy Story (1995):
Special Achievement Award
The Incredibles (2004):
Monsters Inc. (2001):
Finding Nemo (2003):
What defines our Work
Toy Story 3 (2010):
Customers perception through
Brand Equity Pyramid
Toy Story , Nemo
Pixar is known for its animated movies and is also
considered a very sound in use of technology.
When we think about Pixar the associations that comes to
our minds Nemo , Toy Story, its famous logo (Study lamp)
and images of whole family sitting together and enjoying
After watching Pixar movies people are filled with
emotions ranging from warmth, happiness and nostalgia
which leads to an overall feel good atmosphere.
Their movies are their performance which are really
enjoyable and filled with lovable characters which leave a
long lasting imprint on our minds. This is what makes us
cherish those moments.
When ever a new movie is produced by Pixar people
perceive them as a high quality movie with innovations
ingrained and it should win an award considering it’s
product superiority .
Brand resonates with the sense of attachment people
have be it other objects or relationships.
• Technology changes
• New Production
• Long time to produce
• Limited amount of
employee work on a
• Short animated TV shows
• Global expansions
• Strong brands
• Great Movies
• Disney's Umbrella
• Employee Culture
Universe to explore
o Pixar can open up its gaming zones
o Games would be themed after famous
o Merchandize would also be kept on
o New movie launches would also be
done from here.
o New characters trial can be done
through various games.
o Pixar can extended in to electronic products like
DSLR’s, Point and shoot and video cameras.
o Their image of product superiority can help
them. Adding to their association with movies
o Also their name Pixar and term pixel related to
cameras can help them leverage their brand
o Here products can range from normal cameras
to high-end movie video cameras
Started with just 20 employees now 2000+
In 1986 Lucas sold Pixar for just $5 Million
Disney bought Pixar for 7.4 $ Billion
Finding Nemo is the most profitable movie
followed by Toy Story 3