Disney was founded in 1923 by Walt and Roy Disney and introduced iconic characters like Mickey Mouse. It focuses on creating memorable experiences through its characters, films, theme parks, and other offerings to satisfy various consumer needs. Disney has a rich heritage but also seeks to innovate and remain relevant to new generations through its expansion strategies, which aim to create trust, fun, and entertainment while balancing risks.

2. Disney was founded on October 16, 1923
by brothers Walt Disney and Roy O. Disney

4. Immerse people in memorable experiences and pioneer
Sensory Marketing

6. 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.

8. HERITAGE vs INNOVATION vs RELEVANCE

11. TV-Shows
Films
Destinations
Concerts

14. What is the
current
expansion
strategy??

16. “Let the
Memories
Begin”

17. BENEFITS AND RISKS
OF EXPANSION
STRATEGY..

20. 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

21. DISCLAIMER
CREATED BY ANAV AGRAWAL, IIT BOMBAY, DURING A
MARKETING INTERNSHIP BY PROF.SAMEER MATHUR, IIM
LUCKNOW.