The document summarizes the history and marketing strategy of The Walt Disney Company. It discusses that Disney was started in 1923 by Walt and Roy Disney and produced short films. Over 14 years, Mickey Mouse and other iconic characters were created. The document then outlines Disney's evolution from 1928 to present and discusses how it has targeted families, children and teens through segmentation. It also notes Disney's recent acquisitions and positioning as a brand providing entertainment through its various business divisions.

1. A Story of Marketing
Excellence

2. The Walt Disney Company, commonly known as Disney, is an
American diversified multinational mass media and entertainment
conglomerate, headquartered at the Walt Disney Studios in Burbank,
California.
The Walt Disney Company was started in 1923 in Los Angeles. Walt
Disney, and his brother Roy, produced a series of short live-action
collectively known as the ALICE COMEDIES.
FROM WHERE IT ALL STARTED?

3. In a span of 14 years, many changes took place at the Disney studio:
Mickey Mouse was "born" in 1928, followed by Pluto, Goofy, Donald
Duck, and the rest of the Disney gang.

4. EVOLUTION OF DISNEY

5. 1928
1937
1942
1950
1953
1971

6. 1980-2000 : Era of Disney Renaissance
1991 1992 1994 2013

8. It targets its consumers. It
has targeted family and
children

9. It has targeted teens sector.

10. It has done proper analysis and segmentation
of the market.
Geographic segmentation.
Demographic segmentation

11. Recent Acquisitions

12. Studio
Entertainment
Consumer
Products
Media
Networks
Interactive
Parks and
Resorts

13. POSITIONING
• Disney has positioned itself as a brand which provides
entertainment to family, children and teenagers.
• It has also positioned itself in gaming industry after the launch of
online gaming platform and acquisition of MARVEL.
• Disney’s retail shops and product also connects it to the
consumers.
• It is a brand connected to its consumers emotionally.

15. Delivers unexpected moments of magic and
never fails in its services.

16. Embraces New Technology

17. It connects to its customers

18. What does the Disney do to connect to its
core customers?
• Disney’s broad range of business allows the company to connect with the
customer in multiple ways efficiently and economically.
• The cast members at Disney World are trained to be assertive friendly.
• It has introduced gaming platform to connect with teenagers and children.
• The rides and magical moments experienced at Disneyland helps the
company to connect with its customers emotionally.
• The company connects with the customers in innovative ways through e-
mails, blogs and its website.

19. What are the risks and benefits of expanding the Disney brand in
new ways such as video games or superheroes?
Risk
• Expanding in industries
like video games and
superheroes can be
dangerous due to the strong
rivals such as EA, Ubisoft,
Blizzard etc.
• This may result in brand
dilution.
• Competition within the
brand may be observed.
• Quality of service may
degrade.
Benefits
• Customers will connect to
the brand more as they are
already satisfied with its
service.
• It will enhance the revenue
of the brand in the world
market.
• Gaming feature with the
Disney characters will be
fun.

20. SUMMARY
• Introduction and History of Disney.
• Evolution of Disney.
• Marketing Strategy – Targeting, Segmentation and Positioning.
• Disney’s Success.
• Case Study Questions.

21. This presentation has been created by Ashwarya
Jain of VNIT Nagpur, during a Marketing
Internship under Prof. Sameer Mathur, IIM
Lucknow.