Walt Disney "case study", marketing strategies behind company's success.

1. A Case Study

2. Some Historical Clues
• * Founded by Walt Disney
• *Established in 1923
• * Headquarters in California, USA
• *Currently world’s largest conglomerate in
terms of revenue
Some Historical Clues…….
* Founded by Walt Disney
•Founded in 1923
•* Headquarters in California, USA
•* Currently one amongst the world’s largest conglomerates in terms of revenue.

3. Walt Disney Vision
To make people happy

4. Walt Disney mission statement 2013
“The Walt Disney company’s objective is to be one of the world’s
leading producers and providers of entertainment and information,
Using it’s portfolio of brands to Differentiate it’s content, services and
consumer products. The company’s primary financial goals are to
maximize earnings and cash flow, and to allocate capital towards
growth initiatives that will drive long-term shareholder value.”

5. Walt Disney’s recommended vision
To make entertainment the wheel of life

6. What are the marketing strategies of disney?
•Providing memorable family entertainment .
•Theme parks and resorts: where the families experiences the magic of disney in real
Life .

7. Marketing startegies :
Moving Iconic characters , stories and memories of all time

8. Making shows targeting different age groups .

9. Tween targeted television shows

10. DCPI Disney Consumer Products and Interactive Media
•Brings stories and characters to life through innovative and engaging
physical products

11. Occasionally fun and events organized by disney
Across different cities in the world.

12. A Successful slogan is a short memorable quote that helps
the customer remember the brand.

13. Pop culture: Disney is a well-worldwide -known-company
that offers multiple services and products .

15. Parks , resorts and media networks owned by Disney.

16. Roasting and interviewing actors at popular entertainment
chanels .

17. Brand value
Listed 27th in the world’s 500
most valuable brand’s
*$ 20,548 millions brand value in 2013
*$ 23,580 millions brand value in 2014

18. Few recent acquired brands

19. Values:
Innovation- Follow a strong tradition of innovation
Quality-Strive to follow a high standard of excellence; maintain high
quality standard across all product categories.
Community-Create positive and inclusive ideas about families; provide
entertainment experiences for all generations to share
Storytelling- Every product tells a story; timeless and engaging stories
delighted and inspire
Optimism- Entertainment is about hope, aspiration and positive
resolutions
Decency- honor and resepect the trust people place in us; fun is about
laughing at our experiences and ourselves

20. What does disney do best to connect with its core customers?
*The core values of disney are to stay true to its heritage
and legacy and create family entertainment .
*It leveraged on its liability to touch people effectively and
efficiently.
*It was first company to release podcast with interviews of
Employees, park officials etc.
*The disney website provides insight into trailor and other
trivia long with exploring ways to Make the disney
characters more exciting.

21. *Global standardization
*Creative process
*Popular
*Diversification
*Merchandise
*Cheaper alternative to soft toys
*Music
*Localization of brand
*High sunk cost
*Excessive R&D
*Constant-upgradation
*High-investment
*High-risk
*Slow economic recovery
*Competitors
*Employee retention
*Brand consistency
Strength
opportunity
Weakness
Threat
SWOT Analysis

22. Disclaimer
Created by SURAJ SINGH ,during a marketing internship under Prof. SAMEER MATHUR,
IIM Lucknow.
Website: www.IIMInternship.com