Walt Disney founded Disney in 1923 and it has since grown to be worth $165 billion through its studio entertainment, parks and resorts, consumer products, and media networks. Disney has a strong brand recognition through its 116+ cartoon characters and 690 animated movies. It uses social media campaigns and engages over 700,000 fans on Facebook to connect with customers and position itself as a provider of family entertainment.

1. Laugher is timeless,
Imagination has no age,
Dreams are forever……….

2. 7 Parks and Resorts
26 Academy Awards
94 Years Entertainment
116+ Cartoon Characters
690 Animated Movies
Worth at $165 billion

4. 1923
Founded by Walt
Disney and Roy
Disney
1926
Walt renames
the studio to the
“Walt Disney
Studio.”
1924
The first
Comediesrst
“Alice” reaches
theaters
1928
World Famous
character Mickey
Mouse was born
2000
Onwards
Disney focus on
channels, park
and resorts.
1940-1960
Various characters
like Bambi,
Cinderella etc
were born.
Disney Timeline

5. “I am interested in entertaining
people, in bringing pleasure,
particularly laughter to others
rather than being concerned
with ‘expressing’ myself with
obscure creative impressions.”
-Walt Disney

6. Disney
Business Segments

7. Studio Entertainment

8. Consumer Products
•Toys
•Clothes
•Home & Décor
•Entertainment
•Collectibles
•Personalization
•Shops
•FRANCHISES
•GAMES

9. Parks and Resorts
•First Disneyland was opened
at California, in 1955.
•Disney attractions as founded
in 1971, after the opening
of Magic Kingdom at Walt
Disney World in Florida.
•In 2014, the company's theme
parks hosted approximately 134
million guests, making Disney
Parks the world's most visited
theme park company.

10. Media Networks
1. Disney-ABC International
Television, Inc. s
responsible for The Walt
Disney Company's branded
and non-branded filmed
entertainment
distribution.
2. It broadcasters across
240 territories
worldwide.

11. Disney Channel
• It is a American cable channel that
serves as the flagship property for
Disney.
• Most of Disney Channel's original
programming is aimed at kids ages 9–
16, while its Disney Junior programs
are targeted at children 8 years and
under.

12. S O TW

13. Strengths
Target Customer: Children
• Strong diversification
• Brand recognition
• Global Standardization
• Creative Process
• Disruption

14. Weakness
• High cost Investment in entertainment production.
• Frequent technological Up gradation
• Costly trips for Disney World.
• Disney has a narrow target market.
• Segments Studio Entertainment and Disney Consumer
Products divisions has been experiencing loss in
previous years.

15. Opportunities
• Can grow as cable and satellite operators creating more
revenue for Disney.
• Creating more characters of national or regional appeal
• Cheaper alternatives to soft toys
• Disney Music Channel
• Prospect to build more theme parks and resorts
worldwide.
• Target new customer groups.

16. Threats
• Potential competitors: National, Regional & Global
• High employee retention rate
• Unprofitable or hasty acquisition
• Product Differentiation
• Change in technology.
• Seasonal customer purchasing behaviour depending on
timing and performance of animated theatrical release.
• Piracy

17. Challenges
• Investing in foreign countries.
• Adjusting itself with ever changing global or regional
economic markets.
• Preserving its 94 years of reputation.

19. Customer Connection
Disney products, games
and applications.
Quality
entertainment
1. podcasts of its television shows
2. post news about its products.
3. interviews with employees and
staff working with Disney
4. Launching new television
characters.
Disney Parks and resorts
1. Providing various entertaining events.
2. Disney’s exact target market is the entire
family.
Key Factor: Providing maximum satisfaction

20. Brand Positioning
• Disney has positioned itself as one of the best producers of family
entertainment in the last one hundred years.
• In 2009 it bought Marvel Entertainment and in 2012 Disney completed its
acquisition of Lucasfilm Ltd for $4.06 billion, it plans expanding the
already popular Star Wars brand.
• In 2011 Disney launched a joint ad campaign for both Disneyland Paris
and Disney World Resort Florida; it used the tag line “The magic
starts when you tell them”, positioning the trip as a magical
experience and using home footage of parents telling their excited kids
they are going to Disneyland.

21. Advertising
• Brand like Disney needs to keep creating opportunities to engage with fans
and, it's a drop in the ocean of Disney's marketing budget. “Oh My
Disney” is one of such social campaign with around 700,000 Facebook fans.
• “Healthily Ever After” advertiment uses Disney characters to inspire
families and children to eat healthily and exercise more regularly.
• In 2013, Disney made a leap forward in its parks, introducing MyMagic+,
which includes MagicBands. This system allows users to book slots for
rides, restaurants and meeting characters, as well as open their hotel room
door.

22. Social Media
• Disney runs lots of contests on social media that encourage users to post photos &
hashtags.
• Disney FastPass: Walt Disney encourages its customers to post pictures on instragram
or tweet this. Every half-hour, Walk Disney World could award a random poster in the
park with a free FastPass.
• Facebook Likes:
– Disney -- 50 million
– Disney Pixar -- 15 million
– Disney Junior -- 1.5 million
– Disneyland -- 8 million
– Walt Disney World -- 6.8 million
– About 798k people follow Walt Disney World on Instagram

23. Summarizing
Disney Timeline
Business Segments
SWOT analysis
Major Challenges
Marketing Strategy

24. DISCLAIMER
Created by Kuchibhotla Sai Srivastava, BIT Mesra, During
marketing Internship by Prof. Sameer Mathur (IIM Lucknow).
Prof. Sameer Mathur
(IIM Lucknow)