A Case Study on Disney created during a marketing internship under Prof. Sameer Mathur, IIM Lucknow

1. Walt Disney
From lacking creativity
to building
the greatest creative empire

2. INTRODUCTION
• Founded on October 16, 1923 by
Walt Disney and Roy O. Disney
• Multinational mass media &
entertainment conglomerate and
the 13th most powerful brand in
the world

3. The Origins of magic and the
birth of a legend
• Walt Disney & Roy o. Disney’s first attempt at
Oswald the Rabbit was unsuccessful.
• Then the legendary Mickey Mouse was created
who went on to become their most famous
character.
• Back To back hits like the Snow White and the
Seven Dwarfs, Pinocchio, Cinderella and live
action films like Mary Poppins brought huge
success.

4. PASSING THE BATON
• On July 18, 1955, Disneyland Was opened to the general public.
• After Walt Disney’s death in 1966, Roy o. Disney took over as ceo.
• Disney world theme park , in Florida, was opened on October1,1971.
• The company struggled after the death of Roy O. Disney.

5. THE DISNEY RENESSAINCE
• Disney made a comeback during the period 1980-2000
• Release of Several iconic films.
• launch of several channels.
• Restored faith and interest.

6. MISSION
Values
VISION

7. MISSION
Values
VisiOn
To be one of the world’s leading producers
and providers of family entertainment
To make people happy
Trust, Fun, Innovation, Excellence &
Commitment to provide quality
entertainment for the whole family
The mission that Disney
aspires to fulfill in society
The values crucial
to the Disney group
to fulfill its mission
What Disney
hopes to
become in the
future

8. So, How does
Disney segment
its market?

9. Walt Disney
Corporation
Studio
Entertainment
Walt Disney studios
Marvel Studios
Pixar
Lucas films
Parks and
Resorts
11 theme parks
6 resorts
Cruise lines
Vacation clubs
Media
Networks
Disney channels
Abc group
A+e networks
Espn
Consumer Products
and Interactive
Media
Licensing
Disney retail stores
Games and app
Content

10. And who are
the target
consumers ?

11. KIDS, Teenagers, Families and
Anyone who wants to have Fun!!

12. Finally, How does
Disney position
itself in the
market?

13. Disney's positioning statement
What I’m the only entertainment & media company
How that combines products, services and experiences across sectors
To whom for children, their parents, friends & family
Where all over the world
Why that wants to preserve the magic of childhood
When in an era of low creativity, high stress and social disparity

14. BRAND
MANTRA
The Disney
difference

15. So how
does
Disney
achieve
all these
and still
succeed?
Right…
By
combining
heritage
with
innovation
Disney’s Formula for Success

16. How does Disney connect with
its core consumers?
• Sensory marketing
• Innovative advertisements
• The Disney difference
• Let the memories begin campaign
• Games and apps to appeal to the modern audience

17. Risks and Benefits of expanding the Disney brand
in new ways, such as video games and
superheroes
Marvel comics and Star Wars have a huge
fan base
Games featuring them will be more
appealing than normal Disney charactersGaming industry is very unpredictable
and risky
Competition from stalwarts like EA,
Ubisoft, Activision
Infinity series lacked growth and
developmental costs grew too high
Consumers where not ready too pay
every time for progressing in the game
Lost trust and appeal of the brand
RISKS BENEFITS

18. What else can Disney do?
• Stop remaking classic tales and instead investing
more on releasing new superhero movies, focusing
more on Marvel Studios and the Star Wars genre
which appeal to the current generation.
• Introduce a technology in parks and resorts which
will record guest’s preferences and serve them
accordingly in the future.
• For competing with Universal Studios, Disney can
expand into theme parks based on famous movies
like Star Wars and Toy Story apart from focusing on
the World of Avatar.
• Introduce new mobile games and apps whose
market is increasing exponentially and stop
investments in the pc and console market.
• Make small tweaks in resorts like building sheds
and sitting arrangements at bus stops for
convenience.

19. • Introduction
• History
• Segmentation, targeting &
positioning
• Brand Mantra
• Disney’s success formula
• Case study questions
• Recommendations

20. DISCLAIMER
Created by Sourav Sen, St. Xavier’s College, Kolkata,
during a marketing internship under prof. Sameer
mathur, Iim lucknow