disney case study from the kotler and keller marketing management textbook.Dealing with disney and its relationship with its consumers.

1. Disney
The Kingdom of dreams

2. Found by:
SIR WALT DISNEY and Roy disney

3. VISION
Disney is interested in entertaining people,
in bringing pleasure, particularly laughter
to others, rather than being concerned
with “expressing” myself with obscure
creative impressions.

4. It is the home to some of the most famous and beloved cartoon
characters like Mickey mouseand Donald duck.

5. Other ventures of Disney

6. Downfall
After Roy’s death
in 1971,and
the company
stumbled for
several years
without the
leadership of
two of its
founding
brothers.

7. Rising Up
On its way back up the market, it thought of ways to target its
core family-oriented consumers as well as expand into new
areas to reach an older audience.

8. Today it consists of five business
segments

10. Disney’s greatest challenge today is
keeping a 90 year old brand relevant
and current with the audience while
staying true to its heritage and core
brand values.

11. Internally, Disney has focussed on
Disney difference –
“a value-creation dynamic
based on high standards of
quality and recognition that
set Disney apart from its
competitors.”

12. Recentacquisitions

13. Its success can be seen by the fact that
consumers spend 13 billion hours “immersed”
with the Disney brand each year.

15. What does Disney do
best to connect with
its core consumers?

16. • In order to connect with its core consumers, Disney
has come out with the Disney channel featuring
classic films at very low costs to reach the new
generation of children. It then established
international theme parks to reach the audience
round the World. Disney has focussed on value
creation based on high standards of quality and
recognition to reach out to its audience both
efficiently as well as economically. Disney has begun
regular podcasts of its shows and also featuring news
about its other products.

17. What are the risks and benefits of
expanding the disney brand in new
ways ,such as video games or
superheroes?

18. The greatest risk faced by Disney is to stay true to its
legacy while keeping it pertinent and up to date with
the consumers. Then there is the risk of high
investment and greater competition when seeking
other marketing segmentations. There is also the risk
of adjusting to the ever changing global or regional
economic markets. Another risk is to keep pace with
the changing society and technology. Another risk is to
keep up the brand name that the people seek out and
trust. The expansion technique helps in innovation of
products and services and generation of extra revenue
and market share.

19. A quick recap

20. 1. Disney was founded in 1923.
2. It made cartoon characters like Micky Mouse,
etc which led to early success of Disney.
3. It stumbled a bit after the death of its founders.
4. But, by the 1980s it was back on its feet and
expanded its business since then.
5. Today, it consists of 5 business segments –
media, parks, studio entertainment, consumer
products and interactive.
6. It’s the 63rd biggest company currently with
annual revenue of $38 billion in 2008.

21. Disclaimer
These slides were made by Kunal Pratap Singh,
IIT Roorkee under the guidance of Prof. Sameer
Mathur, IIM Lucknow.
Kunal Pratap Singh Prof. Sameer Mathur