Case Study on Disney under the esteemed guidance of Prof Sameer Mathur, IIM Lucknow.

1. DISNEY
THE “DREAMWORLD”
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2. Walter Elias Disney and his brother, Roy, founded
Disney Brothers Cartoon Studio, later renamed it as
“The Walt Disney Company”.

3. brief

4. Disney
makes the
dreams of
hundreds of
children
come true by
means of its
various
experiences

6. INFLUENCING CONSUMER BEHAVIOUR

7. CULTURAL
FACTORS
Disney considerably
reduced the prices for
renting its movies to
appeal to different

8. SOCIAL FACTORS
Disney has successfully
established itself as a
premium brand during the 90’s
and hence parents will more

9. PSYCHOLOGICAL
BEHAVIOUR
MOTIVATION
PERCEPTIONS
EMOTIONS

10. MOTIVATION
Disney motivates
children to
purchase its
products by
means of its
movies, tv
channels and

11. PERCEPTION
• Assertively friendly
• Simply a
“DREAMWORLD”
• Best Holiday
Destination

12. EMOTIONS
Disney released
the third
instalment of Toy
Story after ten
years since the
first part was
released so that

14. IMAGINATION FARMS

15. DISNEY AND THE KROGER
In addition to licensing produce through Imagination Farms,
DCP developed a broad range of products with Cincinnati-
based Kroger Supermarkets, the largest pure grocery
retailer in the United States.

21. What does Disney do
best to connect with its
core customers?
Synonymous with trust, fun and quality
entertainment.
 Innovative ways to target it’s core family-
oriented customers
 Touchstone, Marvel

22. RISKS AND BENEFITS OF
EXPANDING DISNEY BRAND
Clash of heritage versus
innovation versus relevance
Maintaining the high quality Brand
Image
Having a broader perspective

24. DISCLAIMER
CREATED BY
P SAI PRANAV RAO
BTECH (ELECTRONICS &
COMMUNICATION)
CBIT - HYDERABAD
DURING MARKETING
INTERNSHIP UNDER THE
GUIDANCE OF
PROF. SAMEER MATHUR
IIM - LUCKNOW