Disney is the 13th most powerful brand in the world with $45 billion in revenues in 2013. Founded in 1923 by Walt and Roy Disney as a cartoon studio, it struggled for decades before introducing Mickey Mouse. Its first full-length animated film, Snow White and the Seven Dwarfs, was released in 1937. After leadership issues in the 1970s, Disney had a comeback in the 1980s with The Little Mermaid. Disney now has business segments in studio entertainment, parks and resorts, consumer products, media networks, and interactive. It believes in creating memories and entertaining families through laughter and promises rather than just products. Disney also connects with people through assertive friendliness and targets all age groups using cultural and

2. Disney is the 13th most powerfu
brand in the world with its
Revenues topping $45 billion in
2013

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

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 now consists of
• Business segments
• Studio Entertainment Parks
• Resorts Consumer Products Media Networks
Interactive

7. What Disney believe in ?

8. • Creating memories
• Entertaining family
• Making them laugh Providing
a Promise, not a product

9. Disney also believe in connecting with people
Employees are “assertively friendly” with
visitors or “guests”

10. How they target customers?
Factors affecting !!

11.  Cultural diversity in their characters for
culturally diverse people

12. Social factors They target whole audience of every
age group . It uses the multi-segment targeting
strategy which is when a firm chooses to serve two
or more well-defined market segments.

13.  Psychological factors
They connect with audience
in deep sense by letting them
live in dream and fantasy with
fun and entertainment

14.  Technological Evolution Disney has come
transformed itself in terms of technological
advances They have come a long way from
Black and white cartoons to hulk and zootopia
which helped them to remain at the top

15. Expansion From Pixar to Marvel they have
expanded themselves to different kinds of
audiences

16.  Risks Preservation of its
90 years old heritage
Large amount of
money used up in
expansion and R & D

17.  Social Media Disney is highly active on social
media as it is a very important marketing
tool and is the key to connect with the new
generation of kids and parents

18. Disney Campaigns

19. What Next??
Infinity Gaming Platform
Consumers can play with many of the
Disney characters at the same time,
interacting and working on adventures.

21. Disclaimer
Created by Vishnu Suthar, NIT Surat, during
a Marketing Internship under
Prof. Sameer Mathur, IIM Lucknow