Analysis of a mini case from Philip Kotler on Disney.

2. HISTORY
o Founded in 1923 ,by brothers Walt and Roy Disney.
o Headquarters at the Walt Disney Studio in Burbank,California.
o Disneyland Park opened on July 17,1955.
o Disney purchased Pixar in 2006.
o Disney Revenues cross $55 billion in 2016.
Walt Disney and Roy Disney

3. OUR MISSION
To be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of
brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative
and profitable entertainment experiences and related products in the world.

4. Disney Brand Mantra
fun family entertainment

5. INTERNAL BRANDING

6. Many of Disney’s successful products for kids
involve tie-ins with their popular TV or movie
franchises.

8. Market Segmentation
divides a market into
well-defined slices.
SEGMENTATION

9. TARGETING
Disney mainly targets
families with younger
children.

10. POSITIONING
Positioning is the act of designing a
company’s offering and image to
occupy a distinctive place in the
minds of the target market.

11. Consumer Brand Equity Pyramid Model

12. Some Ground breaking animated films released during the Disney Renaissance era

13. Today, Disney consists of five business segments :
Studio Entertainment Parks & Resorts Consumer Products
Interactive Media Networks

14. Let the Memories Begin

15. ARTICLES ON DISNEY : THE NEW YORK TIMES
• Attendance drops at Disney Parks worldwide as prices rise
Higher prices were a major factor in smaller crowds at 13 of Disney’s 14 theme parks in
2016.
By BROOKS BARNES
- June 1 , 2017.
• Ticket Pricing puts ‘Lion King’ atop Broadway’s Circle of Life
“The Lion King” passed “Wicked” as 2013’s top Broadway earner with help from a
sophisticated algorithm that calibrates prices based on demand and purchasing patterns.
By PATTRICK HEALY
- March 17 , 2014.

16. What does Disney do best to connect
with its core consumers?

17. • Connecting in innovative ways through e-mail, blogs, and its Web site.
• Using its broad range of businesses to connect with its audience in
multiple ways, effectively and economically.
• Through its different marketing campaigns.

18. What are the risks and benefits
of expanding the Disney brand
in new ways, such as video
games or superheroes?

19. RISKS:
• Preserve its 90 year old rich heritage
and keep innovating.
• Maintain or perhaps exceed its success
rate from the preceeding years.
BENEFITS:
• As a brand that people seek out and
trust, it opens doors to new platforms,
and hence to consumers.
• Help generate greater revenues and
make greater profits.

20. SUMMARY

21. DISCLAIMER
Created by Prateek Jain,NIT Jaipur
during a Marketing Internship by
Prof. Sameer Mathur,IIM Lucknow.