Walt Disney and Roy Disney founded The Walt Disney Company in 1923, introducing Mickey Mouse. In 1937, Snow White and the Seven Dwarfs was released as the first full-length animated feature film. Walt Disney died in 1966. The company struggled after both brothers passed away but had a comeback with The Little Mermaid in 1971. Disney now consists of business segments like studios, parks and resorts, consumer products, and media networks. Disney focuses on mass appeal by keeping prices accessible and promotes holistically across various media and retail stores. The company adapts to changes and builds customer lifetime value by keeping people happy and returning repeatedly.

3. HISTORY
Walt Disney
Roy Disney
And here’s our MICKEY !!

4. CREATING MEMORIES
SINCE 1923:
•Founded by Walt and
Roy Disney
•Introduced the world to
Mickey Mouse
•1937 –Snow White &
the Seven Dwarfs
•1966 -Walt Disney
Dies
•Series of Acquisitions
•Bob Iger appointed
as the new CEO in

5. • In 1971, after both the Disney
brothers passed away, the
company stumbled for several
years without leadership………….
Then the company made a comeback….
with the release of “The
Little Mermaid”

6. Disney now consists of business segments!!
Studio Entertainment
Parks and Resorts
Consumer Products
Media Networks
Interactive

7. PRODUCT
PRICE
PROMOTION
PLACE
4 P’s
Of
Marketing

8. Companies owned by Disney just keeps on going on and
13th most powerful brand in the world
Revenue worth
$45 Billion
(2013)

9. As Walt Disney always focused on getting the mass
population involved, the pricing is kept keeping the
middle class in mind. The tickets of Disneyland, though
not cheap, are certainly not that high priced that one
can’t visit frequently.

10. Promotion of Walt Disney is mainly holistic.
Disney’s production like movies are promoted through
various media. Merchandising is promoted by having
various retail stores, online store and on point of sale
such as theme parks and resorts.

11. Disney theme parks and resorts are located in several
regions across the world. Disney also has Disney store
locations in North America, Europe, and Japan.

12. Brand Identity
Youthful, magical, fun, and family oriented and true
to the brand.

13. Personalize
All customers are unique and Disney understands
that.

14. Adapting To Change
Disney parks are in a state of continual change with new
entertainment. A very progressive company which keeps up to
the consumer trends and needs.

15. Build Lifetime Value
Disney keeps their customers so happy that
they keep coming back, again and again.

16. What does Disney do best to connect with its
core consumers?

17. Psychological factors
Disney understands:
MARKET
SEGMENTATION

18. What are the risks and benefits
of expanding the Disney Brand
in new ways such as video
games or superheroes?

19. Risks
• Staying true to its
heritage and brand
values
• Keeping people interested
in other segments like
parks, resorts
• Keeping 90 year old
brand relevant

20. Benefits
• Increase in
revenues
• Achieve quality and
recognition in
another segment.
• Connect with the
audience in another
way

22. DISCLAMER:
Created by Chaitanya Shinde, VNIT, Nagpur,
during a marketing internship under Prof.
Sameer Mathur, IIM Lucknow.

23. THANK YOU