Disney Junction is an online portal that allows customers to design Disney-themed events such as birthday parties, product launches, and baby showers. They have over 300 Disney characters to choose from across movies. Their service involves event management and spreading happiness. They operate in major Indian cities and promote through Disney characters, tickets, and customized return gifts. Their target audience is upper middle class families with children in cities. Their positioning is designing events like kids' birthdays around Disney themes using characters to create magical experiences. Brand extension to Disney facilitates new product acceptance and provides feedback benefits to strengthen the parent brand.

1. Disney junction
Comesup with
Nagarjun Karnatakam 1111108
Kevin Davis 1111242
Taanya Ravi 1111224

2. www.DisneyJunction.com
o Online portal
o Design your events online
o want a Disney theme for an occasion??
Make your day with Disney junction!

3. There are over 300 different characters including characters from other countries.
These are some I know:
Mickey, Minnie, Donald, Daisy, Goofy, Pluto, Aladdin, Jasmine, Abu, Snow White, Sleepy, Grumpy, Cinderella, 3 Little Pigs, The
Big Bad Wolf, Captin Hook, Peter Pan, Hurcules, Woody, Simba, Peas in a Pod, Mr. Pricklepants, Rex,, Bambi, Bolt, Alice, Mike,
Nemo, Mr. Incredible, Timon, Pumbaa, Zazu & ...

8. Product:
o Service (Event Management)
o We believe in spreading happiness
o Birthday Parties, Product Launch & Baby shower etc.,
Price:
o Market Penetration
Place:
o Major cities like Bangalore, Bombay, Chennai, Delhi & Hyderabad
Promotion:
o Disney characters
o Tickets
o Above & Below line activities
o Customized return gifts
Physical Evidence:
o Online
o Office in Major cities

9. Segmentation:
o Geographic
o Demographic – Age, Income, Upper Middle Class
Targeting:
o Age group
o Income – Higher class & Middle class people
E.g. Town Ships
Positioning:
o Our events include organizing birth day parties, product launches, baby
showers etc..
There fore our way of positioning would be designing the event
respectively.
For example for a event like a kids birth day party we would use various
characters like Mickey, Minnie etc as per the theme, and celebrate the
party.

10. Advantages of Brand Extension to Disney
Facilitate New Product Acceptance
o As Disney is leading in entertainment industry, this extension will improve
brand image of the company
o As Disney is a well established brand, they can reduce in the promotional
expenses
o Avoid cost of developing a new brand
Provide Feedback Benefits to the Parent Brand and Company
o Promote the parent brand image
o Bring new customers into brand & increase market coverage
o Increase the market share

11. Extension Evaluation
o Salience: Hugely trusted entertainment brand
o Favorability: Positive brand associations with parent brand as well as an
increasing inclination towards the entertainment sector
o Uniqueness: Exclusive event management for kids particularly

12. POD’s:
o Magical positioning
o Strong B2B relationships
oAbility to create a world of fantasy within reality
POP’s:
oExciting and adventurous theme parks
oAnimated/Cartoon movies

13. Thanksyou! :)
Disney