This presentation is based on the marketing excellence case study about Disney from the book Marketing Management by Philip Kotler and Kevin Lane Keller

1. DISNEY
By Aman Bharti

2. Founded By Brothers Walt And Roy Disney In The Year 1923

3. After the Disney brothers
passed away, the company
stumbled for several years
without leadership, BUT, was
back on its feet, by late 1980’s
And has beenshining ever since!

4. So What’s Disney’s Brand Mantra ?
Fun
Giving consumers great amount of happiness
Family
It aims to deliver a marvellous experience to entire family
Entertainment
Disney aims at delivering quality entertainment to masses

5. Core Values
“Whatever you do, do it well. Do it so
well that when people see you do it they
will want to come back and see you do it
again and they will want to bring others
and show them how well you do what
you do.”
- Walt Disney

6. Disney has Five Business Segments
Studio Entertainment Parks And Resorts
Consumer Products Media Networks
Interactive media

7. Studio Entertainment
Pixar Lucas Films
Disney nature Marvel Studios
21st Century Fox Walt Disney pictures
Walt Disney animation studios

8. Parks And Resorts
Cruise Lines
Multiple Resorts
11 Theme Parks at different locations

9. Consumer Products
Toys, Home, Food, Health, Fashion, Stationery

10. Media Networks
Disney owns

11. Interactive media
Disney Online Disney Mobile
Playdom Maker studios
And Different gaming studios with Disney
Infinity being the most successful game

12. The five stage Buying Decision
process by Disney
Problem
Recognition
Information
Sources
Evaluation of
Alternatives
Purchase
Decision
Post Purchase
Behaviour

13. Problem Recognition
Need or desire for break from busy life

14. Information sources
Television Advertisements
Social Media
Websites and Blogs
Print Advertisements

15. Evaluation of alternatives
Location cleanliness
Atmosphere price

16. Purchase decision
Number of tickets
Timing
Payment method

17. Post purchase behaviour
Delighted families who want to come back

18. What does Disney do best to connect with
its core consumers ?
Disney Focuses on the Disney Difference.
Disney aims at providing an experience for the
entire family using Innovative technologies

19. What are the risks and benefits of expanding
the Disney brand in new ways, such as video
games or superheroes?
Benefits
Strengthen brand
market coverage
new consumers
Risks
High competition
Unexpected failure
high perceived value
Losing Core consumers

20. recap

21. Disclaimer
This presentation
has been created by
Aman Bharti, NIT
Surat, during a
marketing
internship under the
Guidance of
Prof. Sameer
Mathur, IIM Lucknow.