DISNEY_Mini Case Study_Kotler
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Disney started as an amusement park but has expanded into various businesses including publishing, international theme parks, theatrical productions, video games, and purchasing other brands. Walt Disney had a vision to make people happy. The document also discusses Disney's positive aspects and Disney's buying decision process model involving problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It was created by a marketing intern for educational purposes.
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- Choosing a descriptive name risks missing opportunities, while an inimitable name helps avoid copycats.
- Building a base of ambassadors who engage with the brand can create word-of-mouth and status.
Creative that cracks the code (2)
The document discusses 6 creative advertising campaigns that were successful in cracking the code of digital advertising by utilizing new technologies and strategies such as video games, crowdsourcing, humor, social movements, native advertising, and meme variations. Specific examples included Oreo's use of crowdsourcing for cookie designs, Kia's humorous hamster wheel ads, and Marks & Spencer's "Shwopping" social campaign. The document also provides Indian examples for some of the campaigns.
Creative that cracks the code
The document discusses six advertising campaigns that effectively cracked the code of marketing.
1. Pistachios used celebrities in its campaign and national TV spots, yielding a 233% increase in sales in its first year.
2. Coca-Cola China allowed viewers to interact with ads by "choking" bottle caps on screen.
3. Oreo crowdsourced daily cookie designs on Facebook, increasing shares by 4,400%.
4. Kia used subtle humor in ads to sell cars more effectively than excessive entertainment.
5. Marks & Spencer launched a campaign with Oxfam to encourage socially responsible shopping.
6. Target and Neiman Marcus hired the cast of TV show
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1. The document discusses branding, brand management, and building brand equity. It covers topics like what a brand is, different types of brand architecture, branding versus marketing, and brand loyalty.
2. Key aspects of building brand equity discussed include brand name awareness, brand loyalty, perceived quality, and brand associations. Brand equity is influenced by creating strong brand awareness and recognition.
3. The pyramid of brand loyalty is presented, ranging from switchers with no loyalty to committed buyers who consider the brand a friend. Strategies for developing loyalty at each level of the pyramid are also outlined.
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This document provides an overview of key concepts for a final class on branding and SEO. The learning objectives are to build a brand house including the brand's idea, positioning, attributes, pillars, and proof points. It also covers developing a SEO strategy and creating perceptual maps. An exercise is included where students will create a perceptual map, brand brief, and SEO strategy for a business. Key elements covered are brand positioning, attributes, pillars, proof points, keyword research, on-page optimization, and content calendars.
Intro to Branding & Brand management - Elkottab
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
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DISNEY_Mini Case Study_Kotler
- 1. THE HAPPIEST PLACE ON EARTH
- 2. DISNEY LAND
- 4. • TRUST • FUN • QUALITY ENTERTAINMENT
- 5. DISNEY HAS EXPANDED ITS BUSINESS INTO: • PUBLISHING • INTERNATIONAL THEME PARKS • THEATRICAL PRODUCTIONS
- 6. WALT DISNEY’ VISION: “ TO MAKE PEOPLE HAPPY” .
- 8. THE BUYING DECISION PROCESS: THE 5- STAGE MODEL
- 9. 5- STAGE MODEL OF THE CONSUMER BUYING PROCESS
- 10. PROBLEM RECOGNITION: Buyer recognizes a problem or need triggered by internal and external stimuli. Daddy, lets go to Disney land this summer?
- 11. INFORMATION SEARCH: Consumer often search for only limited information.
- 12. Individuals will evaluate different products or brands at this stage on the basis of alternative product attributes EVALUATION OF ALTERNATIVES
- 13. PURCHASE DECISION The consumer forms preferences among the brands in the choice set and may also form an intention to buy the most preferred band.
- 14. POSTPURCHASE BEHAVIOR customers will compare products with their previous expectations and will be either satisfied or dissatisfied
- 15. EXPERIENCE
- 16. VIDEO GAMES
- 18. TO CREATE SUSTAINABLE CHARACTER BRANDS AND NEW GROWTH OPPORTUNITIES FOR THE COMPANY..
- 19. POSITIVE ASPECT OF THIS MOVE: GETS A RELATIVELY BIG CONSUMER BASE FOR ITS PRODUCT
- 20. • THE MAN BEHIND THE MOUSE • DISNEY BRAND • COMPANY’S EXPANSION • VISION • THE BUYING DECISION PROCESS • STAR WARS BRAND AND SUPERHEROES
- 21. DISCLAIMER CREATED BY ELIZABETH ABRAHAM, BIT MESRA, DURING A MARKETING INTERNSHIP BY PROF.SAMEER MATHUR, IIM LUCKNOW