Disney is pursuing a localization approach in emerging markets like China and India to build brand awareness and expand its global presence. It is investing $100 million over 3 years to extend its brand into these markets through localized films, publishing content in local languages, and promoting its theme parks. High School Musical has been very successful globally due to Disney adapting it for different cultures by producing localized versions in languages like Chinese and Russian and customizing it for markets like Argentina.

1. Yasar: Global marketing 2011
Disney adapts to cultural differences: The assignment
1. why is necessary for disney to build brand awareness in china and other
emerging markets?
Disney's Strategic Priorities
Our goal is to create the world's best family entertainment and apply innovative
technologies to raise the level of the consumer experience in a way that differentiates Disney.
We call this value dynamic the Disney Difference. Across all of our businesses, Disney is
focused on three strategic priorities:
• Creating quality and innovative content that continues to differentiate Disney as best-in-
class;
• Deploying cutting edge technologies to showcase our content for early competitive
advantage while enhancing the customer experience; and
• Expanding and adding depth to our global presence, particularly in emerging markets.
Walt Disney is aiming its sights on Russia and Turkey as it looks to boost its presence
in emerging markets.
Speaking at a media briefing this week, Tom Toumazis, executive vice-president and
managing director, he also confirmed that Walt Disney is to focus on its three biggest brands
ABC, Disney and ESPN. Brands and divisions bearing the Buena Vista monicker will
rebranded as Disney.
Disney Studios is spending $100m in a bid to extend its brand into a number of
emerging markets.
The firm says it will spend $100 million over the next two to three years in an attempt
to extend its brand into emerging markets.
Walt Disney Studios President Alan Bergman highlighted Russia, China and India,
with plans to make Disney-branded films in local languages.
Chinese language film The Secret of the Magic Gourd, was released in China last year.
It now has 15 movies in development and two in production for overseas markets.
The Disney brand resonates with Indian families and audiences through the core
values that permeate throughout our content. Local teams are working to deliver a mix of
international content and locally relevant, rich storytelling, while introducing Disney
characters to a new generation. The Walt Disney Company (India) Private Limited opened in
July 2004 with its head office located in Mumbai. In less than six years, Disney has
established a strong foothold in this diverse and highly dynamic market, employing
approximately 200 permanent staff. Outside of the US, India is one of the largest markets
Disney has invested in for local production.
DISNEY PUBLISHING WORLDWIDE (DPW)
Disney Publishing has an extensive presence in India with over 300 titles published
through five licensees. Disney books feature popular and classic Disney stories and characters
including Mickey Mouse, Winnie the Pooh, Disney Princesses and Disney Fairies, available
in different formats including storybooks, activity books, colouring books, sticker books,
junior novels and comics. DPW is also focussed on localizing its award-winning content by
launching two local ranges of Disney Workbooks – Smart Beginnings and School Skills and
working with Junior Diamond to launch Disney comic books in Hindi and English in India.
DISNEY DESTINATIONS INTERNATIONAL
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2. Yasar: Global marketing 2011
Disney adapts to cultural differences: The assignment
When Disneyland debuted in Anaheim, California, on July 17, 1955, Walt Disney
created a destination built around unique storytelling experiences and ushered in a new era of
family entertainment. Disney Destinations is part of Walt Disney Parks and Resorts and
encompasses 11 theme parks at five of the world's leading family vacation destinations-
Disneyland Resort, Walt Disney World Resort, Tokyo Disney Resort, Disneyland Resort
Paris and Hong Kong Disneyland.
In India, the team is responsible for the promotion of the Anaheim, Orlando, Hong
Kong and Paris Parks and Resorts as well as the Disney Cruise Line and represented by
AviaReps based in Mumbai.
Rich Ross, the president of Disney Channels Worldwide, said there was demand for
adaptations of the film in China and Russia.
2. do you agree with disney decision to pursue a localization approach in emerging
markets?
The Walt Disney Company has the difficult problem of having to manage rapid
growth and maintain that growth in order to satisfy stockholders and analysts.
Different companies have different corporate cultures, but the corporate culture which
has evolved at Disney is one of an autocratic, if benign, leader who is able to engender
tremendous loyalty and results from his employees.
In the beginning of the company, that leadership was provided by Walt Disney, who
fostered a family atmosphere, but who was nonetheless a creative and sometimes stern
taskmaster. Disney pioneered the concept of theme parks (as opposed to amusement parks),
but used the power of television to promote the concept. Disneyland became world famous
not simply because it was the first park of its kind to feature a tie-in to movie characters, but
also because of the television program which beamed images of the park.
Divisions of Disney
 Media and Entertainment
 American Broadcasting Company
 Buena Vista Distribution
 Buena Vista Motion Pictures Group
 Walt Disney Studio Entertainment
 Walt Disney Parks and Resorts
 Disney Consumer Products
STRENGHTS
• Global Standardization
• Target Customer: Children
• Creative Process
• Popular Brand Name
• Diversification
• Disruption
Ways to Structure a Business
►By function: arranging the business: according to what each section or department
does
►By product or activity: organising according: to the different products made
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3. Yasar: Global marketing 2011
Disney adapts to cultural differences: The assignment
► By area: geographical or regional structure
►By customer: where different customer groups have different needs
►By process: where products have to go through stages as they are made
Organisation by Area
Advantages
►Serve local needs better
►Positive competition
►More effective communication between firm and local customers
3. why is high school musical to successful in global markets?
Already an estimated 50 million viewers have seen the original American production
in China.
Chinese and Russian 'High School Musicals' are being written in the new languages
and are scheduled to be ready for production next year.
Mr Ross is also looking to strengthen the Disney brand in these emerging markets and
was looking at introducing the Disney Channel in China, Russia and parts of Eastern Europe.
High School Musical has already been adapted for the Argentinian market and two
sequels of the original film have been made.
The Emmy Award-winning television film became the most successful Disney
Channel original movie ever after it was released in January 2006. A sequel High School
Musical 2 was released the following year. High School Musical 3: Senior Year is to be
released next month while a fourth version is at the writing stage.
The third High School Musical film moves the franchise into the theatrical arena.
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