This presentation is based on DISNEY which is created under the guidance of Prof Sameer Mathur, during marketing internship of IIM LUCKNOW.

1. The story of struggle to success
to fame…..
THE DISNEY TALE!!!!!
,

2. So, how it all started?
• No fun.
• No entertainment.
• No laughter.

3. Then what happened?
Walt Disney recognized the
customer’s problem and:
 On October 16,1923
 Walt and Roy Disney
started
 THE WALT DISNEY
COMPANY.
 Whose present CEO is
Robert Allen Iger.
The man behind
ENTERTAINMENT

4. It was all started with
Mouse!!!”
MICKEY MOUSE
.
But how it all started?

5. The Walt Disney
Company's objective is to
be one of the world's
leading producers and
providers of
entertainment and
information”

6. CORE VALUES
THAT SHAPE WHO THEY ARE!!!
 Innovation
 Creativity , dreams
and imagination
 Story telling
 Trust and quality

7. After, the
death of two
founder
brothers,
This is a
breakthrough.

8. DISNEY
RENAISSANCE
(BETWEEN 1980’S-2000)
 THE LITTLE MERAMAID
 BEAUTY AND BEAST
 ALAADIN
 THE LION KING
 TOY STORY
 MULAN
 TARZAN
Then they come up with so many things….

9. BUSINESS SEGMENTS
 Studios Entertainment
 Theme parks
 Consumer Products
 Media Networks
 Disney Channels

10. But, the greatest
challenge for them is to
keep..
.

11. But whom they are targeting?
Do. Disney target only kids?
No, as Walt Disney once said
“You’re dead if you aim only for
kids. Adults are only kids grown
up, anyway”.

12. Disney entertainment is for all as.
Target audience=Good marketing

13. But how do they target their audience?
Disney have some strategies
 Using nostalgia
 Reusing content
 Establishing destination brand
 Resonating brand story telling
 Customer care

14. Then what????
acquired
 Star wars
 Spider man
 Iron man
 The hulk

15. Can I
ask some
questions
?
I
will
answer!

16. Ques 1. What does Disney do best to
connect with its consumer?
 Emotional bond with customers.
 Employees of Disney are trained to be
assertively friendly to connect with its
consumer at every possible way
 Application of theme based strategy like
theme parks etc. are designed keeping in
mind the consumers social factors(groups,
families and status).
 Disney’s campaign “Let the memories begin”
enable consumers in making memories at their
parks and then posting them online and share
that with their friends and families.

17. Ques 2. What are the risks and benefits of expanding Disney
brand in new ways such as superheroes, video games etc.?
 Risk of failure
 High competition from companies like 20th
century fox.
 Resistance to change by audience.
 Unaccepted by the consumer and might lead
to negative change in consumer’s behavior.
 Tarnish the brand image.

18.  Brand positioning of Disney a lot .
 more the sectors to earn revenue.
 It will make Disney a brand that consumer will
use as a part of their lifestyle as Disney is
attracting consumers in various aspects of life.
 It will enable Disney to connect to the new
audience despite of being a 90 year old brand
with video games, theme parks etc.
 It will enable Disney to connect with its
audience both efficiently and economically

19.  Disney estimates that consumers
spends 13 billion hours “immersed”
with the Disney brand each year.
 Disney is 13th most powerful brand in
the world.
 It’s current revenue is $55,632
million.

20.  HISTORY
 MISSION STATEMENT
 DISNEY’S CORE BRAND VALUES
 DISNEY RENAISSANCE
 BUSINESS SEGMENTS
 TARGET MARKET
 STRATEGIES
 DISNEY’S ACQUISITION
 QUESTIONS AND ANSWERS
 SUCCESS PORTFOLIO
So, what do you learn
from this?

21. DISCLAIMER