A short outline on why Disney has been so successful with its consumers, from a Marketing standpoint, with focus being given to Disney's products and services and how they affect consumer markets.

2. The WALT DISNEY COMPANY was first
founded on October 16, 1923, as DI
BROTHERS CARTOONS STUDIOS by the
brothers Walt E. Disney and Roy O.
Disney. Today, it is the 13th large
in the world with revenues over $4
billion.
TIMELINE:
1919-1928: the silent era
1928-1934: Mickey Mouse
1934-1945: Snow White, Pinocchio
1946-1954: television
1955-1965: Disney Land
1966-1971: Walt Disney World
1972-1984: theatrical malaise
1985-2004: Disney Renaissance
2004-present: present era

3. D I S N E Y ’ S C O R E
B R A N D V A L U E
trust, fun, quality
entertainment
for the entire family.
to entertain peopl
bring pleasure,
particularly laugh
to others.

4. PEOPLE
internal
marketing
PROCESSES
structure
discipline
creativity
PROGRAMS
consumer
directed
activities
PERFORMANCE
marketing
equity
social
responsibility
FOUR Ps of
Marketing
M
A
R
K
E
T
I
N
G
P
R
O
G
R
A
M

5. Consumer
Products
Interact
ive
Parks
&
Resor
ts
Studio
Entertai
n-ment
Media
Networ
k
B
U
S
I
N
E
S
S
S
E
G
M
E
N
T
A
T
I
O
N

6. HOW DOES DISNEY
PRODUCE
QUALITY BRANDS?
1

7. 1.1 SUCCESSFUL PARTNERSHIPS
& ACQUISITIONS
•Colombia Pictures
•Technicolor
•United Artists
•Pixar
•Marvel
•LucasFilms

8. 1.2 TECHNOLOGICAL INNOVATION
• SNOW WHITE and the SEVEN DWARFS
• PIXAR
• DISNEY INFINITY

9. 1.3 STORIES

10. HOW DOES DISNEY
CONNECT WITH
THE CUSTOMERS?
2

11. 2.1 STORIES & CHARACTERS
Visceral stories
with
an emotional
connect
through
lighthearted
stories and
distinct
and interesting
but
Disney
merchandise
and apparel are
omnipresent and
the target
consumers(childr
en)
are constantly
exposed to them.

12. 2.2 DIVERSITY
Disney draws inspiration from mu
cultures, novels, stories, fairy
re-molds them to suit children i
highly creative manner that can
appeal to and engage audiences o
age demographics.

13. 2.3 EVENTS AND EXPERIENCES
DISNEY LAND,
DISNEY WORLD
EPCOT
“The Devil is in the
Details”
Memories and stories
are made here.

14. HOW DOES DISNEY
STAY
RELEVANT?
3

16. 3.1 BRANCHING OUT TO NEW
DOMAINS
ANIMATION
STUDIOS
THEME
PARKS
TELEVISION
TARGETING
OLDER
AUDIENCES
LIVE
ACTION
FILMS

17. 3.2 EXPANDING THE BRAND

18. the
DISNEY
PARADOX
HERITAGE
INNOVATION RELEVANCE

19. “Whatever you do, do it well. Do it so w
when people see you do it they will want
come back and see you do it a
and they will want to bring
and show them, show th
how well you do what y

20. RECAP

21. D I S C L A I M E R
Created by Om Vaghasia, MIT Manipal, during a
Marketing Internship by Professor Sameer Mathur,
IIM Lucknow.