Disney was founded in 1923 by brothers Walt and Roy Disney. It has consistently connected with audiences through its family-oriented campaigns and innovations like interactive websites and movies. Disney recognizes the power of emotional appeals and provides communication training to staff to make every customer feel important. Expanding into new areas like video games and superheroes presents both risks and benefits to maintaining Disney's heritage and relevance while exploring innovation.

2. DISNEY WAS
FOUNDED IN
1923-BY
BROTHERS
WALT
DISNEY AND
ROY DISNEY
history

3. BUSINESS
SEGMENTS

4. WHAT’S THE
SECRET ?

5. FEW COMPANIES
HAVE BEEN ABLE TO
CONNECT WITH
THEIR AUDIENCE AS
WELL AS DISNEY
HAS.
CONSUMER BEHAVIOR ANALYSIS

6. Disney brand has always been synonymous with trust, fun &
quality entertainment for the entire family

7. DISNEY TV FEATURED CLASSIC FILMS
TO REACH AN OLDER AUDIENCE

8. Disney
recognizes
the power of
emotional
appeals

9. PERSUADING THE DECISION MAKER BY CLEARING THEIR DOUBTS

10. Disney provides communication training to staff members to . . .
To make every customer feel important

11. WHATDOES
DISNEY DO best TO
CONNECT WITH ITS
CORE CONSUMERS ?
1

12. DISNEYAIMS AT
PROVIDING AN EXPERIENCE
FOR THE ENTIRE FAMILY

13. ASSERTIVELY FRIENDLY
HANNAH CONCERTS
FAMILY ORIENTED CAMPAIGNS
INNOVATIONS

14. Interactive websites & movies

15. Disney connects with
consumers in
innovative ways

16. WHAT ARE THE RISKS AND
BENEFITS OF EXPANDING THE
DISNEY BRAND IN NEW WAYS
SUCH AS VIDEO-GAMES AND
SUPER HEROES ?
2

17. I AM INTERESTED IN ENTERTAINING
PEOPLE, IN BRINGING PLEASURE,
PARTICULARLY LAUGHTER, TO OTHERS.

18. DISNEY HAS BEEN SUCCESSFUL WHILE
EXPLORING NEW SECTORS
VIDEOGAMES SUPERHEROES
BUT…..

19. HAS TO DEAL WITH DECISIONS AND CONFLICTS
HERITAGE VS
INNOVATION VS
RELEVANCE

20. RECAP
1.HISTORY
2.BUSINESS SEGMENTS
3.WHAT’S THE SECRET?
4.WHAT DOES DISNEY DO WELL TO CONNECT
WITH ITS CORE CUSTOMERS?
5.WHAT ARE THE RISKS AND BENEFITS OF
EXPANDING THE DISNEY BRAND IN NEW WAYS,
SUCH AS VIDEOGAMES OR SUPERHEROES?

21. DISCLAIMER
Created by Mohit Rai, NIT
Raipur, during a marketing
internship by Prof. Sameer
Mathur, IIM Lucknow.