A presentation of Disney's journey as a firm and it's success principles. Made under the guidance of Prof. Sameer Mathur,IIM Lucknow during a marketing management internship.

1. Open Up The Gates !!

2. The Walt Disney Company
• Founded by Walt & Roy Disney in 1923
• I am interested in entertaining people,in
bringing pleasure – Walt Disney

3. Establishments
• Theme Parks
• Feature Films
• Television Networks
• Theatre Productions
• Consumer Products
• Growing Online Presence

4. Steps to Success
1937 - Snow White & The Seven Dwarfs
1940s - Pinocchio , Bambi
1950s - Cindrella
1960s - Peter Pan
Live TV Series – Davy Crockett
Live Action Films – The Love Bug , Mary Poppins

5. • 1st Beautiful Theme Park was Disneyland in
Southern California.
But Hurdles Do Come

6. Walt & Roy died in 5 years span
• No Leadership
• Company stumbled
• Loss of interest
But Soon..

7. They Made a Comeback !!
• Release of The Little Mermaid
• Era of Disney Renaissance –
• 1991 – Beauty & The Beast
• 1992 – Alladin
• 1994 – The Lion King
• 1995 – Toy Story & Pixar

8. But What did they
focus on ???

9. Consumer Connect
• Marketing strategies to regain
the interest of the old market
segment of Disney and to
connect in the best way to their
customers.

10. • Disney Channel
• Classic films publicized and marketed.
• International Theme
Parks(Geographical expansion)

11. Biggest Challenge!!
To keep this 90 Years Old Brand RELEVANT!!

12. Disney Difference
Whatever you do,
DO IT WELL!!!

13. Principle Steps
• Strong Consumer Analysis.
• Hardwork to connect well with its customers.
- Kept Theme parks as clean as possible
- Cast Members Training
- Broad Range of Businesses

14. Basically,
They started giving
people…..Memories

15. Disney’s Marketing Campaign
“Let the Memories Begin”
• Features real guests
throughout Disney enjoying
different rides and magical
experiences.

16. A demonstration of making people
dream and value Disney through
their Advertisement
Important points –
1.) Music – is very motivating and positive
2.) Use of real characters for people to relate
better.
3.) High quality of work showing brand value.

17. 4.)
• They want people to build unforgettable
family memories.

18. Disney – Now
• Consumers spend 13 billion hours “immersed”
with the Disney Brand.
• Consumers spend 10 billion hours watching
programs on the Disney Channel and 1.2
billion years watching featured films
• Consumers spend 800 million hours at
Disney’s resorts and theme parks.
• 13th most powerful brand in the world with a
turnover of $45 billion as in 2013.

19. Q1.) What does Disney do best to connect with its core consumers?
Ans.
 Regular R&D on Consumer’s needs and wants.
 Training of cast members to be assertively friendly with customers.
 Regular and proper cleaning of theme parks in such a way that not a single
piece of garbage is found.
 Helping Families build unforgettable memories.
Q2.) What are the risks and benefits of expanding the disney brand in new
ways,such as video games or superheroes?
Ans. Risks –
 Current market segment can lose interest if not upto their expectations.
 Investments will get wasted if consumer base does not expands.
Benefits –
 May help in more customers to come up, trust and rely on Disney.
 Will increase profits at a very high level due to increase in customers.
 The Brand value of Disney also increases.

20. • Establishments
• Stumbling when Ron and Walt died.
• Comeback
• Strong Focus on Consumer’s connect with
brand.
• Challenge – To keep the brand Relevant
• Principle steps to regain the old lost market
segment and give them the brand equity.
• New Marketing Campaigns of Disney like
“Let The Memories Begin”

21. DISCLAIMER
• Created by Manan Makhija, Sophomore , IIT
Kharagpur , during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow