ANALYZING CONSUMER MARKETS (Disney) - Jacob John, Submitted as part of the Marketing internship opportunity given by Prof. SameerMathur, IIM Lucknow.

1. DISNEY
A case on ‘Analyzing
Consumer Markets’

2. • Disney was founded in the year 1923.
• Brothers Walt and Roy Disney started it.
• Their products include theme parks, feature films,
television networks, theatre productions and many
consumer products.
HISTORY

3. ABOUT DISNEY
 It’s success started with animated films like Snow White and the Seven
Dwarfs.
 It first opened it’s theme park in the year 1971.
 Disney’s revenues topped $55 billion in 2016.
 Disney is the 13th most powerful brand.

4. FIVE SEGMENTS OF DISNEY

6. MARKET LEADER IN FAMILY ENTERTAINMENT

8. So, why is Disney so successful?

9. It understands it’s core-customers
So, how does it understand it’s customers?

10. IT UNDERSTAND’S IT’S CUSTOMERS BY ANALYZING CONSUMER
MARKETS
To analyse consumer markets, three questions need to be answered,
1. What influences consumer behaviour?
2. What are the key psychological processes?
3. What is the buying decision process?

13. PERSONAL FACTORS

14. KEY PSYCHOLOGICAL PROCESSES
Model for Consumer behaviour

15. Maslow's Hierarchy of Needs

16. THE BUYING DECISION PROCESS
THE FIVE STAGE MODEL
PROBLEM
RECOGNITION
INFORMATION
SEARCH
EVALUATION
OF
ALTERNATIVES
PURCHASE
BEHAVIOUR
POST-
PURCHASE
BEHAVIOUR

17. THE FIVE STAGE MODEL

18. WHAT ARE THE RISKS AND BENEFITS OF EXPANDING THE DISNEY BRAND IN NEW
WAYS, SUCH AS VIDEO GAMES OR SUPERHEROS?

19. RISKS:
1. Limited range of target audience mainly children and mothers.
2. Staying true to it’s 90 year-old heritage and constantly adapting.
3. Relatively unknown players in the newer markets.
4. Risks involved in investing heavily.
5. Maintaining it’s quality experience.
BENEFITS:
1. The obvious monetary ones.
2. Curb it’s competition.
3. Position itself as the global leader in family entertainment segment.

20. RECAP:

21. DISCLAIMER
Created by Jacob John, BITS-PILANI, GOA , during a marketing internship by Prof.
Sameer Mathur, IIM Lucknow.
Prof. Sameer Mathur
Jacob John