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Presentation disney (1)
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- 2. FOUNDATION STONEHow & whenit all began FOUNDATION STONE
- 3. Initially the DISNEYbrothers struggled. Few believed in DISNEY's vision at that time. IN 1923, DISNEY WAS FOUNDED BY WALT & ROY DISNEY FOUNDATION STONE
- 4. LATER, DISNEY EMERGED TO BEPIONEERS IN ANIMATION MICKEY MOUSE, SNOW WHITE & THE SEVEN DWARFS, PETER PAN, PINOCHHIO, CHINDERELLA, ETC. WERE SOME OF THE MOST POPULAR ANIMATION MOVIES FOUNDATION STONE
- 5. FOUNDATION STONE WALT DISNEY PASSEDAWAY IN 1966 He was the best known person in that year
- 6. ROY DISNEY TOOK OVER WALT'S PLACE AND OPENEDWALT DISNEY WORLD THEME PARK FOUNDATION STONE
- 7. FOUNDATION STONE ROY PASSED AWAYON 1971 Since then, DISNEY was stagnant till 1980
- 8. RENAISSANCE RENAISSANCE OF DISNEY Re-connection withthe audience and restoration of trust and interest in DISNEY brand
- 9. RENAISSANCE Targeting family orientedand older customers. Since families have a sufficient role in decision making, DISNEY involved them. There was an emotional appeal too for older customers. CREATIVE MARKETING
- 10. RENAISSANCE DISNEY started expandingand had many business segments like: EXPANSION Studio Parks & Resort Consumer products Media Network
- 11. HERITAGE VS INNOVATIONVS BALANCE TODAY'S CHALLENGE:HERITAGE VS INNOVATION VS BALANCE Conflicts arise from the clash of heritage versus innovation versus relevance. DISNEY respects heritage, but also believes in the need to innovate and the need to balance that respect for heritage with a need to be relevant
- 12. HERITAGE VS INNOVATIONVS BALANCE TODAY'S CHALLENGE HERITAGE VS INNOVATION VS BALANCE QUALITY AND RECOGNITION âWhatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.â -WALT DISNEY
- 13. HERITAGE VS INNOVATIONVS BALANCE TODAY'S CHALLENGE HERITAGE VS INNOVATION VS BALANCE FRIENDLY, CLEAN AND ELEGANT ENVIRONMENT Employees are trained to be assertively friendly. Special emphasis is given on detailing & cleanliness.
- 14. NEWER PLATFORMS TODAY'S CHALLENGE HERITAGE VSINNOVATION VS BALANCE NEWER PLATFORMS Multilateral Audience
- 15. NEWER PLATFORMS TODAY'S CHALLENGE HERITAGE VSINNOVATION VS BALANCE MULTILATERAL AUDIENCE TO CONNECT WITH DISNEY acquired Pixar, Marvel and LucasFilms. Hence now it owns popular franchises like Star Wars, Spiderman, Nemo, etc.
- 16. NEWER PLATFORMS TODAY'S CHALLENGE HERITAGE VSINNOVATION VS BALANCE GAMING PLATFORMS Infinity gaming platform allows users to play with many DISNEY characters simultaneously
- 17. NEWER PLATFORMS TODAY'S CHALLENGE DISNEY DESTINATIONS Family-centric marketing forparks & resorts, '"Let the memories begin"
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- 19. QUESTIONS TO STUDY TODAY'S CHALLENGE Whatare the risks and benefits of expanding DISNEY in new ways? Benefits : 1. Newer markets to expand in. 2. More market penetration through newer franchises. Risk: 1. Endorsing these might hamper the ârespect-to- heritageâ image. What does DISNEY do best to connect with its customers? DISNEY's efforts: 1. Maintains Cultural heritage 2. Markets on the basis of the social factors driving consumer behavior(family influence) 3. Connects to the customers on many levels creating brand personality. 4. Real re-positioning after 1980s to cater changing tastes.
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- 21. DISCLAIMER DISCLAIMER This presentation was createdby Sarthak Banerjee, St. Xavier's College,Kolkata, as a part of a marketing internship by Prof. Sameer Mathur, IIM Lucknow