This presentation talks about Disney company(The happiest brand on the earth)

1. By:
Vaishali Goel (435)
Prathista Mishra (448)
Prateek Samuel (409)
Venkateswarlu A (423)
Vijay Kumar S (424)
Yash Kumar (437)

2. Walt Disney Company
Disney is the creation of Walt Disney, a hard working man who believed
in “NEVER STOP DREAMING”. It was actually started with a mouse
only. Disney’s first creation was Mickey mouse that came on air in 1973
Media networks
Parks and resorts
Studio entertainment
Consumer products
Interactive media
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3. Case description
The case is about Disney’s Cars franchise that is a movie made for kids.
Disney, today is the most popular name amongst kids and teenagers since
Disney as a company covers the interests of them both. Now they have
also started attracting adults to themselves by making movies that can
interest adults too. They also have this slogan “YOU ARE NEVER TOO
OLD FOR A DISNEY MOVIE”. The idea is to attract more and more
viewers to spread the market share and cut the share of other channels.
By producing different channels like Disney, Disney xd that even includes
Sci-Fi, they are actually spreading there business and entertainment
industry
Case revolves around Disney products and Disney franchises
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4. Disney The Happiest Brand on Earth
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5. Question-01
Do a brief market opportunity analysis for Disney, identifying the
major markets that Disney has expanded into

6. Areas of expansion
Disney has a great opportunity as it appeals the consumer and not
the customers. The consumer of the Disney products can vary from
a toddler to a teenager and this age group is a consumer group and
not the customers while the customers of these products are
generally parents so in a way Disney is targeting 2 segments i.e. kids
and their parents
Segmentation –
demographic, age
Target – kids, toddlers,
teenagers and even
adults
Positioning - broadcast
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7. Areas it has expanded in
They started with a single cartoon series and now they own tv channels, theme parks, movies and Disney products.
TV channels – Disney owns
2 tv channels world wide
namely Disney channel and
Disney xd that are both
international base and
region based
Disney products – the
make plenty of products
for example “BACK TO
SCHOOL” products that
include all the school
related products in it
Movies – cars, ABCD (india),
pirates of carrebian, Disney
princess
• Theme parks – Disney also
owns theme parks in USA,
RUSSIA, SINGAPORE, PARIS
and many more
TV
entertainment
Disney movies
Disney
Amusement
parks
Disney
consumer
products
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8. Disney – Market
Car merchandise – after releasing of “Cars” the movie, Disney focused
upon “cars” merchandise that attracted the toddlers to great extent
Virtual gaming – virtual gaming is one of the greatest opportunity
available in market and ever since Disney joined the hands with Pixar
many games have came into market
Gaming channel (ESPN) – Disney have even launched a gaming channel
on TV as well as online that gives great gaming experience due to its high
performance Pixar games
Consumer products – consumer products like “BACK TO SCHOOL” have
been a great success as the definitely attract the target market
Disney xd channel – that includes sci-fi and action cartoons and fictional
shows that even attracts older children and adults
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9. Question-02
How does Disney’s cross-platform franchising help
create sustainable competitive advantage?

10. Franchises
Aaron Stone
Mickey mouse
Jonas Brothers
Haunted Mansion
Cars
High School Musical
Honey, I Shrunk the Kids
Hannah Montana
Disneyland
Donald Duck
High School Musical
The Disney Princesses
Pirates of the Caribbean
Aladdin
Beauty and the Beast
And Many More……
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11. Disney Cross Platform Franchising
These franchises are distributed across Disney’s multiple company
platforms and divisions
Disney’s various television broadcasts platforms
Disney Channel, ABC, ESPN
 Its consumer products business
Theme parks
Disney’s Hollywood Records music label
Disney’s publishing Arm , and many more……
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12. Sustainable Competitive Advantage
Target Market
Risk Distribution
Increased Focus on Different individual Product
Increase in Revenue
Clarity in Vision & Goal
Scope of Expansion
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13. Describe the marketing mix for one of
Disney’s franchises.
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Question-03

14. Strategic Planning-Disney
Market Oriented Corporation
Disney Knows that to make a great that kids are excited about ,but the
effort often fall short if parents don’t approved of it
The driven force of the entire company is the motion pictures and
animated cartoons
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15. Contd…
Managed by:
Touchstone
Pixar,
Walt Disney Pic
Buena vista
Miramax
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16. Competitive Advantage
The goal of the Disney Imagineering section is to continuously design
and implement new, fun and exciting product for the Disney company
that will attract, amaze and excite their customer
Well Strong and Well known Brand-name and Image
The most basic goal-”To Make People Happy”
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17. Product & Place
The Disney company is very good at product and placing
Their brand name they have the ability to sell their product easily
The stores are located in malls and super centres
In urban location in order to, for them to be visible by the public eye
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18. Promotion & Pricing
The Walt Disney company promotes their films in almost every way
possible varying from McDonald’s toys to billboards and posters all over
buses and trains
Disney wastes so much money on advertising
The new DVD released are usually relatively cheap due to the fact that
Disney is a oriented company that wants to be able to attract families of
median incomes
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19. Question-04
Describe the major components of Bob Iger’s
strategic plan when he first became CEO.

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21. CEO Bob Iger Shares Thoughts on Leading
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22. His strategic vision for The Walt Disney Company
Generating the best creative content possible
Fostering innovation and utilizing the latest technology
Expanding into new markets around the world
Major components of Bob Iger’s strategic plan
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23. He shifted Disney’s focus around its stable of franchises to take advantage of
cross-platform franchising
Acquisitions
 Pixar (2006)
Marvel (2009)
Lucas film (2012)
Spreading their market to abroad
Bob Iger’s Portfolio Strategic plan
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24. Growth Strategy
New products
Online kids games
Broaden Disney’s viewership
Expand existing markets
Identify new markets
Stability Strategy
Focus on kids and younger segment
Bob Iger’s Grand strategic plan
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25. BCG matrix of Disney Business models
Media
Studio
DCP
WDP&R
INTERACTIVE

26. Brand Identity
Disney
Identity
Brand
Heritage
Brand
Offering
Brand
Audience
Brand
Benefits
Brand
Personality
Brand
Values/Bel
iefs
Brand
Mission on
Earth
Brand
Vision
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