SlideShare a Scribd company logo
Walt Disney and Roy O. Disney
Disney Brothers Cartoon Studio
October 16, 1923
1919–1928:
The silent era
Mickey Mouse released in 1928
December 1937:
Snow White and
the Seven Dwarfs
(highest grossing
film)
December 1950:
Walt Disney
Productions and The
Coca-Cola
Company teamed up
for Disney's first
venture into
television
July 18, 1955:
Walt Disney opened
Disneyland to the general
public.
December
15, 1966:
Demise of
Walt Disney
Roy Disney
takes over
December 20, 1971:
Roy Disney died of a stroke
Disney Goes into stagnation with 80% if
revenue generated only from parks
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
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
Emotionally connect with the consumers
Using Nostalgia to Establish and
Maintain Customer Loyalty
Using Technology for effective penetration into reference groups
International Outreach
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”
Created by Neelansh Kamboj, IIT Jodhpur, during a marketing internship under Prof. Sameer Mathur,
IIM Lucknow

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Disney mini case study

  • 1.
  • 2.
  • 3.
  • 4.
  • 5. Walt Disney and Roy O. Disney Disney Brothers Cartoon Studio October 16, 1923
  • 6.
  • 7.
  • 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
  • 15.
  • 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
  • 17.
  • 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”
  • 20.
  • 21. Created by Neelansh Kamboj, IIT Jodhpur, during a marketing internship under Prof. Sameer Mathur, IIM Lucknow