This document summarizes Walt Disney's business strategy. It outlines Disney's vision to be one of the world's leading entertainment providers by fulfilling its mission of making people happy through trust, fun, innovation and commitment to high quality family entertainment. Disney segments its markets based on its business units and targets all ages. It positions itself as a family brand through sensory advertisements, print ads, videos and social media presence. The summary highlights Disney's brand recognition, online promotion tactics, social media reach and risks around balancing heritage and innovation.

1. WALT DISNEY presents
A photo album: An inside story
CREATED BY RAGURAMAN,S
COIMBATORE INSTITUTE OF TECHNOLOGY

2. Walt
Disney
Who?
• The birth of Walt Disney is on October 16,
1923 by Walt Disney and Roy O Disney.
•From humble beginnings as a cartoon studio in
the 1920s to its preeminent name in the
entertainment industry today.
• The success story continued with back to back
hits of Pinocchio, Snow white and the seven
dwarfs, Cinderella etc.,

3. For a mission
to fulfill the
visions and
values

4. PYRAMID MODEL OF COMPANY STATEMENT
MISSION
VISION
VALUES
One of the Worlds leading
entertainment provider
Trust, Fun, Innovation, and
Commitment to provide high
quality entertainment for
whole family To make people happy

5. SEGMENTATION
How do you
achieve that?
Market and Customer Segmentation

7. Market Segmentation
Media
Networks
Parks and
Resorts
Studio
Entertainment
Disney
Consumer
Product &
Entertainment
media

8. Who is the
target then?
Everyone who
loves fun 

9. Studio
Entertainment
Media
Networks
Disney Consumer
Product &
Entertainment
media
Parks and
Resorts
Customer Segmentation
Teenage,
Sports
Enthusiast,
Adult
Teenage,
Sports
Enthusiast,
Adult, Kids
Adult, Kids
Teenage
All age
Game
enthusiasts
, Babies,
Kids

10. How do you
position in
the market?
Good
Question

11. DISNEY POSITIONING STATEMENT

12. MARKET POSITION

13. What is your
brand image?

14. Brand Mantra

15. BRAND RECOGNITION
The unique value proposition that Disney carries help the company to levitate from its
rivals
•Respect for Heritage
•Need to innovate
•Need to be relevant
•Effective audience connect

16. CORE CUSTOMER REACH
• Sensory Advertisements
• Print Advertisements
• YouTube Advertisements (Video Ads)
• Online Display ads
• Social Media presence
• Innovative appeals to reach customers

17. Social Media Reach
Facebook
Instagram
Linkedin
Twitter

18. Risks and threats
• Heritage vs Innovation
• Expansion vs Sustenance
Business
Objectives
• Target groups
• Overuse of brand nameMarket penetration

19. SUMMARY
• Introduction
• Vision Statement
• Market segementation
• Consumer Segmentation
• Brand Mantra
• Brand Recognition
• Online promo Video Ads
• Social Media Reach
• Risks and Threats

20. DISCLAIMER
CREATED BY RAGURAMAN,S From Coimbatore Institute of Technology,
during Summer Marketing Internship by Prof. Sameer Mathur, IIM Lucknow