Marketing Excellence - Disney
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The Walt Disney Company was founded in 1923 by Walt Disney and Roy O. Disney. It is now a global entertainment company with annual revenue over $55 billion. Disney uses strategies like nostalgia, reusing content, establishing destination brands, and storytelling to be successful. Their core values include igniting childhood wonder and entertaining the world through vision and storytelling. Disney also focuses on excellent customer service and creating memorable experiences to connect with customers.
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Marketing Excellence - Disney
- 1. Do you want to know more about the company which created me?
- 3. • Founded on October 16, 1923 • By Walt Disney and Roy O Disney • Present CEO – Robert Allen Iger
- 4. • World’s 13th most Powerful Brand • Revenue - $55,632 Million • Net Income - $15,721 Million • Dividend per share - $1.42
- 5. Disney Business Segments The Walt Disney Company Disney Consumer Products And Interactive Media Studio Entertainment Parks And Resorts Media Networks
- 6. To be one of the world’s leading producers and providers of entertainment and information
- 7. Core values of Disney • Ignite the magical wonderment of childhood • Entertaining the world through vision • Story telling
- 8. Brand Mantra Of Disney Fun Family Entertainment
- 9. So what made Disney so successful?DisneyMarketingStrategy
- 10. Disney’s Strategies 1.Using Nostalgia 2.Reusing Content 3.Establishing Destination Brand 4.Resonating Brand Storytelling 5.Customer care
- 11. Using Nostalgia To harness the emotions as a marketing technique, Disney has mastered the use of nostalgia by reviving the old classics.
- 12. Reusing Content Every film of Disney is cross promoted as a musical endeavour, a TV special, a Book, a comic, and a theme park attraction.
- 13. Disney land and Walt Disney World are sacred rites of passage for American children, all thanks to Disney’s adaptability. Establishing Destination Brand
- 14. Disney is one of the most effective brand storytellers of the modern era. Resonating Brand Storytelling
- 15. Disney trains employees to turn transactions into interactions, and then into relationships. Excellent Customer Service
- 16. Connecting With Core Customers • Emotional bond with customers • Campaigns - Giving Tuesday campaign for Thanks Giving day, “Share your ears” campaign • Creates memories – With its theme parks and fabulous experiences, Disney positions itself in the minds of customers.
- 17. Connecting With Core Customers • Market segmentation – It makes sure customers have the experiences that are both locally and globally cherished • Power of emotional appeals – Given it was released 10 years after Toy story 2, Disney’s Toy story 3 used social media to tap into feelings of nostalgia in its marketing. • Bringing company’s stories and characters to life through digital media and innovations.
- 18. Benefits Of Disney Expansion (Into new ways such as video games or super heroes) • Enhanced brand image and visibility • Bringing customers of various segments into its brand franchise • Exposing the core customers into different world thereby increasing its relationships with customers.
- 19. Risks Of Disney Expansion (Into new ways such as video games or super heroes) • Selective distortion • Resistance to change • High competition from companies like 20th Century Fox. • Risk of failure
- 20. So you now know the following. YAY! • My founding company – The Walt Disney Company • Disney’s • Net revenue, income, and DPS • Core values • Mission • Brand Mantra • Strategies • Connecting with core customers • Disney expansion into superheroes and video games • Benefits • Risks
- 21. DISCLAIMER Created by Bhavana Manjusha, Osmania University, during a Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.