The document outlines the history and business operations of Disney, founded by Walt and Roy Disney in 1923, detailing its evolution through major releases like 'The Little Mermaid' and the establishment of various business segments. Disney utilizes strategic segmentation, targeting families and children, with a focus on maintaining customer satisfaction through engaging content and well-kept theme parks. It discusses opportunities and risks associated with brand expansion into new markets like video games, emphasizing the balance between enhancing brand visibility and managing potential competition and customer alienation.

3. Founded by : Walt Disney & Roy Disney
Founded in : 1923

4. They made World’s First
Animated Film

5. 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”

6. Disney…
Then Now

7. Disney now consists of business segments!!
Studio Entertainment Parks and ResortsConsumer Products
Media Networks Interactive

8. PRODUCT
PRICE
PROMOTION
PLACE

9. 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.

10. 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.

11. 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.

12. 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.

13. SEGMENTATION
TARGETING
POSITIONING

14. SEGMENTATION
This is used for
the location of
Disney's theme
parks such
as Disneyland an
d 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

15. 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”.

16. 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

17. What does Disney do best to connect with its core consumers?
 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 ?
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 Kshitij
Chaudhari, VIT Chennai,
during a marketing
internship under the
guidance of Prof. Sameer
Mathur, IIM Lucknow.