Disney, founded in 1923 by Walt and Roy Disney, achieved success with animated classics and struggled after their deaths until revitalized by 'The Little Mermaid.' The company operates in diverse segments such as theme parks, media, and consumer products, focusing on middle-class pricing and global presence to attract families. Expansion poses risks like alienating core customers and high investment, but offers benefits in innovation, revenue, and market reach.

2. LETS HAVE A
LOOK AT
HOW IT ALL
STARTED

3. FOUNDED IN 1923 BY WALT AND ROY
DISNEY
FIRST FULL-LENGTH ANIMATED MOVIE:
SNOWWHITE AND THE SEVEN DWARFS

4. Disney released many
animated classicsthroughout
the 1940s, 1950s, and 1960s.

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. Studio
Entertainment
Parks and
Resorts
Consumer
Products
Media
Networks
Disney
Interactive
Today, Disney consists of five
business segments

7. Product Price
Promotion Place
4P’s of Marketing

8. PRODUC
T• THEME PARKS
• FEATURE FILMS
• TELEVISION
NETWORKS
• THEATRE
PRODUCTIONS
• CONSUMER
PRODUCTS

9. PRICE
As Walt
Disney always
focused on
getting the
mass
population
involved, the
pricing is kept
keeping the
middle class
in mind.

10. PROMOTIONS

11. PLACE
DISNEY PARKS AND RESORTS ARE PRESENT ACROSS THE GLOBE AND
LIVE PERFORMANCES AT INTERNATIONAL DISNEYLAND RESORTS IN
HONGKONG,INDIA AND RUSSIA.

12. ORGANIZATIONAL STRUCTURE

13. SEGMENTATION
This isusedforthe locationofDisney'sthemeparkssuch asDisneylandandDisneyWorld
which arestrategicallylocatedin theworld'smostvisited places

14. TARGETING
Disney’sMarketingObjective isto continuetoappealtothecustomersthatenableDisney to
grow.Being able toattractthesesametypesofcustomerswill allow Disneytoproduceincome at
acontinuousrate.Parentswanttheir children tobehappysoappealingto thechildren will help
in getting the parentstopurchaseDisneyproductsandservices.

15. What does Disney do best to connect to its customers?

16. Disneyis tryingto broadenitscommunicationwithits customersthroughthe internet.Theywantto
makeIt easyforadultsto researchDisneyandalsobook,reserve, andplanDisney vacations.

17. WHAT ARE THE RISKS AND
BENEFITS OF EXPANDING THE
DISNEY BRAND IN NEW WAYS ?

18. RISKS
• Alienating its corecustomer
• Failureofa newproductcanleadto thetarnishing
ofimage.
• Theriskofhigh investment andgreatercompetition
when seeking othermarketingsegmentations.
• Adjustingtotheever changing global orregional
economicmarkets.

19. BENEFITS
• Helps in innovationofproductsandservices
• Generationofextrarevenueandmarketshare.
• Enhancesbrandimage,visibility
• Bringsnew consumersintothe brandfranchise

20. RECAP

21. DISCLAIMER
CREATED BY ROHAN CHAUHAN,IIIT KOTADURING A MARKETING
INTERNSHIP BY PROF SAMEER MATHUR.