SlideShare a Scribd company logo
Disney was founded on October 16, 1923
by brothers Walt Disney and Roy O. Disney
Immerse people in memorable experiences and pioneer
Sensory Marketing
Introduced legendary characters like
Mickey Mouse.
Still focusses on creating Character Brands
It satisfies Social, Esteem and
Self-Actualization needs by
various offerings.
Its Marketing engages consumers’ senses
and affects their perception, judgement and
behaviour.
HERITAGE vs INNOVATION vs RELEVANCE
TV-Shows
Films
Destinations
Concerts
What is the
current
expansion
strategy??
“Let the
Memories
Begin”
BENEFITS AND RISKS
OF EXPANSION
STRATEGY..
SUMMARY
Create trust, fun and entertainment for
people
Has introduced legendary comic
characters.
They have acquired many brands.
They need to protect their rich heritage
They are concentrating on innovating
for the new generation
DISCLAIMER
CREATED BY ANAV AGRAWAL, IIT BOMBAY, DURING A
MARKETING INTERNSHIP BY PROF.SAMEER MATHUR, IIM
LUCKNOW.

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