The document outlines the history of The Walt Disney Company from its founding in 1923, highlighting key milestones such as the creation of Mickey Mouse and Disneyland, as well as significant acquisitions under the leadership of Bob Iger. It discusses the company's evolution through different eras, including major partnerships with Coca-Cola, Marvel, and Pixar, and the 21st Century Fox merger. Additionally, it addresses the balance between expanding into new markets while maintaining core brand values and customer loyalty.

5. Walt Disney and Roy O. Disney
Disney Brothers Cartoon Studio
October 16, 1923

8. 1919–1928:
The silent era
Mickey Mouse released in 1928

9. December 1937:
Snow White and
the Seven Dwarfs
(highest grossing
film)

10. December 1950:
Walt Disney
Productions and The
Coca-Cola
Company teamed up
for Disney's first
venture into
television

11. July 18, 1955:
Walt Disney opened
Disneyland to the general
public.

12. December
15, 1966:
Demise of
Walt Disney
Roy Disney
takes over

13. December 20, 1971:
Roy Disney died of a stroke
Disney Goes into stagnation with 80% if
revenue generated only from parks

14. 2005–present: The Bob Iger era
• August 31, 2009:Disney
acquires Marvel Entertainment
• May 5, 2006:Disney purchases Pixar
Studios
• December 14,2017:The Walt Disney
Company merges with 21st Century
Fox
1984–2005:
The Michael Eisner era and the "Save
Disney" campaign

16. Targeting Audience Segments
with a Multi-Channel Strategy
Focus on core values:
Trust, fun and quality
entertainment for whole
family
Establishing Disney World and
Disneyland as Destination
Brands
Providing Wholesome
experience to customers

18. Emotionally connect with the consumers
Using Nostalgia to Establish and
Maintain Customer Loyalty
Using Technology for effective penetration into reference groups
International Outreach

19. BENEFITS:
• Newer markets to expand
in
• More market penetration
through newer franchises
• Constant innovation keeps
brand into business
• Giving more value to
customers thus increasing
brand equity
RISKS
• Diverting from the core
values of the brand
• Change in consumer
perception
“The Beauty”
“The Beast”

21. Created by Neelansh Kamboj, IIT Jodhpur, during a marketing internship under Prof. Sameer Mathur,
IIM Lucknow