Disney was founded in 1923 by Walt and Roy Disney. It introduced Mickey Mouse in 1928 and made the first full-length animated film Snow White in 1937. Disney has since expanded into parks and resorts, consumer products, media networks and studios. It has acquired major brands like Pixar, Marvel, and Star Wars. Today Disney connects with audiences through its wide range of brands across media and parks that provide quality family entertainment immersing consumers in the Disney world.

2. WELCOME TO THE WORLD OF DISNEY

3. Disney was founded on
October 16, 1923, by
brothers Walt Disney
and Roy O. Disney, and
has been a
family entertainer
since then.
In 1928,
Disney
introduced
the world to
its
most famous
character
ever, the
Mickey Mouse

4. In 1937, Disney made the first ever full
length animated film,
Snow White and the Seven Dwarfs.
After its huge success, Disney went on to create some of
its most famous creations like: Peter Pan, Cindrella,
Pinocchio, Treasure Island and many more..

6. Started with Today:

7. The company stumbled for a few
years, after death of the
founding brothers in 1971.
BUT, was back on its feet by
late 1980’s and produced
legendary movies like
’Aladdin’ and ’The Lion King’.
Today, it has expanded into
many segments and is much more
than just studio
entertainment!

8. Disney
Business
Segments
Parks &
Resorts
Consumer
Products
Interactive
Media
Media
Networks
Walt
Disney
Studios

9. Disney has been smart
enough to acquire
some big names like
Marvel Entertainment,
Pixar animation
studio, Lucasfilm,
and ESPN giving it
access to their
iconic characters
such as Captain
America, Iron Man,
Hulk, Thor, Lightning
McQueen, Darth Vader
and the entire Star
Wars series.

10. NOW LET’S HAVE SOME FUN

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

12. Since Disney has a wide range of
audience across various cultures
and age groups, it targets all
its segments through different
brands (it owns or has acquired)
like Touchstone Pictures, Disney
Channel, ABC, ESPN, History TV,
Marvels etc.

13. Disney has created 14 theme parks,
reaching to the global audience across
various cultures, providing quality
entertainment for the entire family.
Employees at Disney parks are trained to
be assertively friendly and try to win
hearts of the guests.
”Fun Family Entertainment” is the mantra
across any Disney park.

14. By launching the
Disney channel, it
maintains a regular
connectivity with
its audience.

15. RESULT! Consumers
spend:
 13 billion hours ”immersed” with
Disney brand each year
 10 billion hours of watching
programs on the Disney Channel
 800 million hours at Disney’s
resorts and theme parks
 1.2 billion hours watching a
Disney movie

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

17. BENEFITS
 Improves consumer base.
 Enhances brand image and
visibility.
 Young consumers who prefer gaming
over television, comes under
Disney’s reach.
 Increase in overall time spent
”immersed” with the Disney brand.
 Positive perception over brand’s
technical competency and
willingness to improvise with
consumer’s changing preferences.

18. RISKS
 As stated by its CEO ”Disney’s greatest
challenge today is to keep a 90-year-old
brand relevant and current to its core
audience while staying to its heritage
and core brand values”.
 Therefore it is important that when
expanding Disney has to be careful not to
contradict its heritage and core brand
values.
 Existing players in the gaming industry,
having greater experience and better
understanding of consumer’s demands and
preferences, will pose a big challenge.
 Failure of a new product will affect the
whole brand.

21. DISCLAIMER
This presentation has been
created by Ayush Tyagi, IIT
Roorkee, during a marketing
internship under the
guidance of Prof. Sameer
Mathur, IIM Lucknow.