This presentation has been created by Akriti Sarswat, IIT Kanpur, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.

3. Founded by : Walt Disney
& Roy Disney
Founded in : 1923
Began as a cartoon studio and
struggled for two long decades
Its first full length animated
film: Snow White and the
Seven Dwarfs

4. In 1971, after both the Disney brothers passed
away, the company stumbled for several years
without leadership…
Then the company made a comeback…
… with the release of “The Little Mermaid”

5. Disney…
Then…
Now…

6. Disney now consists of business segments!!
Studio Entertainment
Parks and Resorts
Consumer Products
Media Networks
Interactive

7. PRODUCT
PRICE
PROMOTION
PLACE
4 P’s
Of
Marketing

8. All the characters shown in the above pic are
creations of Walt Disney production…
The brand Disney also produces many kinds of
daily utility products.

9. As Walt Disney always focused on getting the mass
population involved, the pricing is kept keeping the
middle class in mind. The tickets of Disneyland, though
not cheap, are certainly not that high priced that one
can’t visit frequently.

10. Promotion of Walt Disney is mainly holistic.
Disney’s production like movies are promoted through
various media. Merchandising is promoted by having
various retail stores, online store and on point of sale
such as theme parks and resorts.

11. Disney theme parks and resorts are located in several
regions across the world. Disney also has Disney store
locations in North America, Europe, and Japan.

12. SEGMENTATION TARGETING
POSITIONING

13. SEGMENTATION
This is used for the
location of Disney's
theme parks such
as Disneyland and
Disney
World which are
strategically
located in the
world's most
visited places
GEOGRAPHIC
This is used to help
determine where
to place Disney
Stores, where to
distribute their
movies and what
kind of movie
should be created
next
DEMOGRAPHIC
This helps Disney
determine who is
going to buy more
of their products,
hence they can
target accordingly
PSYCHOGRAPHIC

14. TARGETTING
Disney mainly targets children and their
families.
It uses the multi-segment targeting
strategy which is when a firm chooses to serve
two or more well-defined market segments.
Their TV series and movies range from simple
shows like “Mickey Mouse Clubhouse” and
“Dora, the explorer” for very young children to
“Hannah Montana” like rock band shows and
superhero stories such as “Spider Man” and
“Ironman”.

15. POSITIONING
In order to differentiate their
content, services and consumer
products from competitors’
brands, Disney developed their
vast superiority in global
marketing research.
Also, Disney’s brand culture and
history in entertainment is
unmatched by any other
competitor

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

17.  Broad range of business and vivid spectrum of concepts in their shows
catering to the needs and desires of a large audience base.
 It promotes customer engagement with an emphasis on meeting the
customer’s needs at a time and in a manner preferred by the customer
 The parks and resorts are maintained so well that it is difficult to find a
bit of garbage anywhere
 Employees are trained to be assertively friendly and try to win hearts of
the guests
 Disney uses technology to ensure that a customer’s experience is
consistent across every platform.
 An impactful marketing scheme focusing on how it helps make
unforgettable family memories.

18. What are the risks and
benefits of expanding the
Disney brand in new ways,
such as video games and
superheroes

19. Benefits:
 Enhances brand image, visibility
 Increases market coverage
 Brings new consumers into the brand franchise
 Makes acceptance of the new product easy
Risks:
High competition
An unexpected failure of the product can lead to the
tarnishing of the image of Disney.
Product has to have a high perceived value, else it will fail
 There is also a risk of alienating its core customer in this
process.
Though, brand expansion warrants a lot of caution, it is
still worth a try

21. This presentation has been
created by Akriti Sarswat, IIT
Kanpur, during a marketing
internship under the
guidance of Prof. Sameer
Mathur, IIM Lucknow.