This document outlines a marketing plan for a Disney streaming service. It begins with an analysis of the 5 C's (Company, Collaborators, Customers, Competitors, Context). It then performs a SWOT and PESTEL analysis. Key aspects of the plan include developing brand equity and strategy, defining segmentation, targeting, positioning and unique selling propositions. The marketing mix (7P's) and budget/forecasts are outlined. KPIs, feedback mechanisms and optimization are discussed to help achieve the strategic objective of increasing subscribers.

1. Catarina Romão & Lucía Angulo

2. Marketing
Research
5C´s
SWOT
PESTEL
Brand Equity
Brand Strategy
Development
Bussiness goal
Marketing goal
Communication
goal
Understand value
Marketing
Strategy
Segmentation
Targeting
Positioning
Create value
7 P´s
Deliver value
Marketing
Tactics
Marketing
Operations
Media Mix
POEM
Communication
Effect Theory
Capture value
Financial
Forecasts Controls
1
Situation
Analysis
2
Brand
Analysis
3
Strategic
Objective
4
STP
5
USP
6
Marketing Mix
8
Budgets &
Forecasts
9
ROI
10
KPIs
11
Feedback
Mechanisms
12
Optimization
7
Action Program

3. 5 C´s
Company Collaborators Customers Competitors Context

4. 5 C´s
Subscription based VOD streaming service
· No R-rated
· Family-friendly
· 100% Safe for kids
Brand Equity

5. 5 C´s
DTC & InternationalParks & recreationsMedia NetworksStudio Entertainment
223,000 employees
Co-producing
films for all new
original content

6. 5 C´s
Children
Families
Children-at-heart Other individuals

7. 5 C´s
Year
2019
2007
2011
2018
2019
2020
1Q 2020
subscribers
55m
183m
150m
20m
34m
-
Monthly
Price
7
9 - 13 - 16
9
12
5
15
Countries
25
191
190
82
150
-
Content
quantity
919
5,339
26,236
69
13
-
7
1 - 5
3
1 - 6
6
3
Content
quality
Personalization Users

8. 5 C´s
2014 2015 2016 2017 2018
600m
400m
200m
Global Pay TV & Online Video Subscription
Online Video Subscription Cable
COVID-19
· More Time on Internet and Social media

9. SWOT
Strengths Opportunities ThreatsWeaknesses

10. · Positive “Disney” Image
· Disney is known worlwide
· Valuable vault of existing content
· Safe for kids
· Offers something for everyone
· Relying on previous successes
· Small content quantity Offer
· Availabe in few countries
SWOT
Internal

11. · Replace streaming services
· Children technologically advanced
· Safety measures
· Strong competitors
· First-mover advantage
· Anti-technology parents
SWOT
External

12. PESTEL
Political Economic Social Technological Environmental Legal

13. PESTEL
COVID-19
European Union reduce bandwidth
due to global traffic increase .
Content quota
30% of streaming service catalogs in Europe
must come from European countries.
«Time to Act» report

14. PESTEL
USA 14.7 % unemployment
20122010
12%
10%
8%
6%
4%
2%
0%
2014 2016 2018 2020·
COVID-19
Global Economic crisis

15. PESTEL
10h45 98% 50%Kids aged 8 - 18 spend
exposed to media
of homes with children have
mobile devices
of kids aged 12
90%of kids aged 15
have a social media profile

16. PESTEL
Algorithms and machine learning

17. PESTEL
Contamination & Climate change
· Disney Parks are closed
· ESPN lost live sports
· Postponed new content
34% of
online video traffic
comes from
Streaming services
COVID-19

18. PESTEL
National or regional
restrictions and laws
User privcy &
User data protection
Video piracy

19. Brand
Equity
+ Brand
Image
Positive
Customer
Perception
High
Brand
Loyalty
Coherent
Brand
Identity
High
Brand
Awareness
Fantasy-like
Brand
Association

20. Brand
Strategy
Development

21. SMART
Strategic Objective
Subscribers -> Market
Marketing GoalBusiness Goal
Sep. 2020 - Sep.2021 Become a reference
Communication Goal

22. S T P
Segmentation Targeting Positioning

23. S T P
GROUP
Kids
Teens
Young adults
Adults
Elderly
AGE
2 - 9 y
10 - 18 y
19 - 24 y
25 - 55 y
55+ y
POWER
No.
Parents control
No.
Parents listen
Yes
Yes
Yes
Disney connection
Impulse to watch
digital content
Follow stars on social media
Driven by trends
Watched Disney in their childhood
Are familiar to their new content.
Emotional connection
Part of their DNA
Recognize content and success
Want to watch it with their families
· North America & Europe
· Middle or Upper Class
· Higher education

24. S T P
TV Channels
· Love classic stars and content and would love to rewatch them.
· Recognize characters and are excited with modern shifts to old content
· Recognize and love Disney Music
· They are interest on Internationally recognized content
· They are interested in content they dont know its Disney's like Marvel or The Simpsons
· They enjoy the idea of “family night”
· They would love to economize with Disney Bundle
· The would recognize the simplicity of streaming
Social media Merchandize & Parks

25. S T P
Children
Adult
High Personalization
$$$ $
Low Personalization

26. Unique Selling Proposition
Low price and simple, clear and easy platform
for a quality family time experience.

27. 7 P´s
Product Price Place Promotion People Process Physical evidence
· Streaming
platform
· Easy &
organized
sections
· Kids UI
6.99/
month
· Nostalgia
· Dreams
· Fantasies
· Social media
· TV
· Vacation
centers
1,378
employees
· Easy
sign-up
· Automatic
monthly
payment
· Can be
cancelled
at any time
· Webpage
·Offices in
USA
Netherland
UK

28. Content recap
New content Sneak peek
Countdown
Party contest
New content video
New content update
Countdown
Bundle deal ad
Bundle deal banner
Bundle deal mail
More content ad
Easy & comfortable ad
Family time ad
Personalized message
Billboards
Party Contest
Party
Jan Feb Mar AprSept Oct Nov Dec May June July Aug Sept
2020 2021
Social
media
Website
Streaming
TV
Mail
Print /
Physical
Social Media
Mupis
Family Time Ad
New content Sneak peek
Mupis

29. Earned Media

30. Budget & Forecasts
Talents
Graphic designers
Video Editors
Web developers
Social media managers
Digital marketing director
Marketing coordinator
Ads
Instagram
Youtube
TV Channels
Print
Mupis & Billboard Print
Mupis & Billboard Rental
Personalized messages
Party
Food
Party Planner
Decorations
Entertainment
€ 720 000
€ 1 440 000
€ 720 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 720 000
€ 1 440 000
€ 1 440 000
€ 1 152 000
€ 5 833
€ 2 666
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 12 000 000
€ 1 800 000
€ 38 400 000
€ 18 000 000
€ 2 700 000
€ 76 800 000
€ 4 537 000 € 225 000 € 225 000 € 225 000
€ 19 880 000 € 19 880 000 € 19 880 000 € 19 880 000 € 19 880 000
€ 396 000 € 396 000 € 396 000 € 594 000 € 396 000 € 396 000 € 396 000 € 396 000 € 396 000 € 396 000 € 396 000 € 396 000€ 396 000
€ 6 000
€ 30 000
€ 12 000
€ 15 000
Jan Feb Mar AprSept Oct Nov Dec May June July Aug Sept
2020 2021

31. Budget
Talents
Ads
Print
Party
Incidents
TOTAL
€ 57 125 988
€ 671 700 000
€109 562 000
€63 000
€ 83 845 099
€ 922 296 087
Estimated ROI
ROI =
Return
Investment
ROI =
150 000 000 * 6,99
922 296 087
ROI =
1 048 500 000
922 296 087
ROI ~ 1.136
ROI = 114%
ROI =
Return - Costs
Investment
ROI =
1 048 500 000 - 57 125 988
922 296 087
ROI =
991 374 012
922 296 087
ROI ~ 1.07
ROI = 107%

32. KPIs
· Number of followers, likes & views
· Page Views
· Number of online searches
· Track number of online mentions
· Open rate, Click Through Rate &
Conversion Rate
· Growth in sales /
Number of subscriptions
· Growth in sales /
Number of subscriptions
· Growth in sales /
Number of subscriptions
of our competitors
Subscribers -> Market
Marketing Goal Business Goal
Sep. 2020 - Sep.2021Become a reference
Communication Goal

33. Feedback Mechanisms & Optimization
· Stay up to date with new technologies
· Keep improving our algorithms
· Keep improving the user experience
and design of the platform
· Keep a close look on the campaign
and everything that is happening in
the world to be able to act quick if
anything unusual comes up
Monthly