The document summarizes Disney's history and keys to success. It describes how Disney introduced beloved characters like Mickey Mouse in 1928 and expanded into feature films starting in 1937. Disneyland opened in 1955 and Walt Disney passed away in 1966. Disney has increasingly expanded its brand over the decades into new markets like films for teenagers and acquiring Marvel. The document outlines Disney's core brand values of creating happiness through experiences while catering to families and focusing on innovation. Disney's keys to success are providing promises over products, exceeding customer expectations, prioritizing customers, connecting with core audiences, and segmenting markets into groups.

4. GOAL

5. DISNEY introduced world to
Mickey Mouse

6. MickeyMousewasbornin1928,followedbyPluto,Goofy,DonaldDuck, andtherestoftheDisney gang
How we lived in your hearts

7. 1937:
SnowWhite:
FirstFeature film
1955:
Disneylandopens
1966:
WaltDisney Dies,
RoyDisneytakes over

8. 1937:
SnowWhite:
FirstFeature film
1955:
Disneylandopens
1966:
WaltDisney Dies,
RoyDisneytakes over

9. 1994:
TheLionKingbecomes
highest grossingfilmsof
all time
2000s:
Disneyentersteen
market; Pirates ofthe
Caribbean,Hannah
Montana are instant hits
2009:
Disneyenterssuperheromarket byacquiring
Marvel.

10. Oh! I you brought me.
CHIMICHANGA PLEASE!

11. COREBRAND VALUES
• To create happiness through
magical experiences
• Cater to a familyaudience
• Consumer Relationship
Management
• Focus on Innovation in
Entertainment

12. DISNEY’S
KEYS TOSUCCESS

13. PROVIDEA PROMISE,NOTA PRODUCT

14. ALWAYS EXCEED CUSTOMERS’ EXPECTATIONS

15. CONSUMERISTHE KING,DOWHAT THEY REQUIRE

16. CONNECTWITH THE CORECONSUMERS

17. SEGMENTS THE MARKET
KIDS
TEENAGERS
ADULTS

18. What does Disney do best to connect with its core
consumers?
Disney gradually expanded its business to animated movies, cartoon characters prints and other
products, theme parks.
It has developed animated movies and TV series.
Also, employees in Disney are trained to be quite friendly with its visitors. Like greeting them by
waving big Mickey Mouse hands and so on.
Other innovative ways include emails, blogs, online games and website.

19. What are the risks and benefits of expanding the
Disney brand in new ways, such as video games or
superheroes?
Unexpected failure of a product by Disney
High investments and so is the competition in the market
Product has to be of a better quality else it might fail.
Changes in science and technology being taken places and therefore change in its strategies is
must.
Core customers may get alienated.
The company’s aim is to preserve its legacy without affecting its work .
Risks :
BENEFITS :
Enhancing brand image
Maintaining connection with the core customers.
Makes acceptance of new product easy
Increases market coverage

20. SUMMARY
HISTORY
HOW IT IS TODAY
KEYS TO SUCCESS
MARKET SEGMENTS
SUMMARY
DISCLAIMER

21. DISCLAIMER
Created by :
Hitesh Kumar Vyas, (IIT Kharagpur) during the
Marketing Internship under Prof. Sameer Mathur, IIM
LUCKNOW.