2. Core Focus:
The Product setting Strategies by
Disney, its history, market share
company’s SWOT Analysis etc.
Presentation Topic
Marketing Spot Light: Disney
4. Topic to be Covered by:
• Company’s History, Business, Product Levels, Product
Classification – Md. Iqbal Hossain (Slide 1 – 11) & (32-33)
• Disney’s Product Line, Product Mix,Target, Segmentation &
Positioning & Mix of 4Ps.- Md. Morshed Chowdhury
(Slide-12-21)
• Disney’s SWOT Analysis, Strategies, the Key Factors for
success, Topic to be watched out & the recommendation for
going forward- Mr. Tonmoy Mollick. (Slide-22-31)
5. Brief History of the company
• Come into reality on October 16, 1923 (official) at Burbank
California, USA by brothers Walt and Roy Disney as an animation
studio.
• One of the biggest Hollywood Studios
• Micky Mouse (The Maskot of the Company) debuts on
January,13 1923.(An icon is born).
• 1940s: Go for public, April,02, & Venture into Television
• 1955: Disneyland Opens
• 1980s: Disney Theatre Begins
• 1990s: Disney Renaissance of Movies
• 2000s-Present: Pixar Films, Acquisition of LucasFilms LTD
6. Present Key Management Personnel & the company
• Board of Directors-10 Directors chaired
by Robert A. Iger Chaiman & CEO.
• The leading diversified international
Entertainment & media enterprise.
• The most & respected beloved brands
around the globe.
• A number of Subsidiaries
& Affiliates.
7. Business
• It has 5 Business Segments:
Media Networks:( ESPN, ABC News, ABC Television Group etc.)
Parks & Resorts: (Disney land Shanghai, Hongkong, Australia,
India, Japan etc.)
Walt Disney Studio: (Animation & Motion Studio)
Consumer Products : (Disney Licensing, publishing & Store)
Interactive Media: (Producer of Blockbuster Mobile, Social
game)
8. The Addition
• Diversified Multinational Mass Media
Corporation
• Largest Media Conglomerate in the World
• Holdings in Film, Television, Travel, Theatre,
Radio, Music, Publishing and Online Media
• Owns Production Companies, TV Networks,
Theme parks, Record Labels, Theatres and
Publishing Companies
10. Product Level-…Cont’d
• Core Product: Entertainment & Fun
• Basic Product: Creation of Cartoon & Resorts, Parks & other
fabulous creation(Pirates of the caribbean).
• Extended Product: Pure entertainment for Babies,
Infants, Teenage & Adults (Micky Mouse).
• Augmented Products: Amusement/Theme Park, Resorts,
Consumers items, games etc.
• Potential Product: The new ways companies search to satisfy
customers, More Character creation, diversification of sectors.
11. Product Classification scheme
• Convenience: Staples (Regular Basis-Cartoon, games)
Impulse(Without planning- Disney Toys(fashion Dolls,action
figure, Wrigles , other consumer goods.
Emergency: Disney Hardlines & softlines-Stationery,
Lunchbox, daywear, sleepwear.
• Shopping: Compares the products with competitors(Homogeneous,
Heterogenous
• Speciality: Brand Identification, Uniqueness
• Unsought: Types of Entertainment.
12. Product Line
• A product line---
A group of product closely related- Toys & kid’s
clothing
They function in a similar manner- Animated cartoon
figure, Micky Mouse, Snow White, Winne the Pooh etc.
Sold to the similar customer groups-Kids, Infants (2-
6), (6-14), Teens & Adults, Family Entertainment.
19. Product Mix
• It consists of all the products & items to be
sold.
Width- Number of different products lines.
Length- Total Number of items within the line.
Depth-Number of Version offered
Consistency-Continuation for 9 decades.
20. Target , Segmentation & Positioning
• Each Brand is for special Age Group
• Baby Mickey & Co. & Disney Babies-Infants
• Mickey's Stuff- Kids (Boys & Girls).
• Mickey unlimited-Teens & Adults.
• Introduction of Youth League
• Adaptation of Chinese Character-Mulan
• Japanese Character-Winnie
• Positioning: Advertising in TV Channel,
• Introduction of “Kim Possible” for Consumer Goods.
21. Mix of 4Ps
• Product”: Diversified, Unique.
• Price: Competitive.
• Promotion: Co-branded Visa card for adults-earning of
Disney Dollar.
• Place: Major developed & developing countries.
22. SWOT Analysis
Strengths
– High market share
– High quality products
– Strong Brands
– Strong financial position
– Stores Parks located in a
good areas
– Giants in their field
23. SWOT Analysis(Cont’d)
Weakness
– Movies having corrupted
thoughts
– High product price
– Sell movies on DVD’s
– Outlets in only developed
countries
– Most movies end up with
success in love
25. SWOT Analysis
Threats
– Strong Competitors
– Changing technology
– New competitors
– Having competitors selling same product with less
price
– Increase in salary and high labor cost
26. Walt Disney: Strategies
• Walt Disney Studio
- To serve the current innovation of the entertainment
industry
• Parks and Resorts
- A place “ Where Dreams Come True”
- Disneyland Resort, Anaheim California
- Walt Disney World Resort, Lake Buena
Vista, Florida
- Tokyo Disney Resort, Urayasu, Chiba
- Disneyland Resort Paris, Marne La Valle, France
- Hong Kong Disneyland, Penny’s Bay, Lantau Island
27. Walt Disney: Strategies(Cont’d)
• Disney Consumer Products
- Disney Consumer Products and affiliates
(DCP) extend the Disney brand
- Toys, books, magazines, interactive games,
foods and beverages, stationery, electronics
and fine art
28. Walt Disney: Strategies
• Disney Interactive Media Group
- Responsible for the creation and delivery of
Disney branded interactive entertainment
and informational content across multiple
platforms such as:
i) online
ii) mobile and video game
30. The Key Factors for success
• Identification & Reorganization of Customer value in the
Disney Brand.
• Response to the consumers’ preferences by leveraging the
brand across different consumer markets.
• Each brand is created for special distribution channel & age
group.
• Diversification of Products-cartoons,theme park, TV series,
comic books,Branded Visa Card,Resorts etc.
31. Things to be watched out
• Natural Calamities.
• Competitors Attack
• Review of Consumer Choice
• Feedback.
• Market Growth.
• Detection of latest Technology Trend.
32. Recommendation
• Not to be stagnant with the existing ideas.
• Required to analysis product classification.
• Look forward to reinvest entertainment
options for children & young adults.
Editor's Notes
Mr. Walt Disney and his brother arrived in California in 1923 to sell the cartoon Alice in Wonderland. Its first film was created in 1954—Treasure Island and in 1955 Disneyland Park opened. Now, more than 50 years later, the Walt Disney Company has grown and expanded into one of the world’s largest media and entertainment corporations in the world. They are structured as strategic business units consisting of Disney consumer products, studio entertainment, parks and resorts, and media network broadcasting. This slide show some of the major units of Disney today. The Walt Disney Company headquarters are located in Burbank, CA.
