3. Founded in : 1923
Founded by : Walt Disney
Roy Disney
Disney made the
first ever full length
animated film :
Snow White & the
7 Dwarfs
4. Disney launched more animated
classics, live action films and
television series too over the
next three decades.
The Walt Brothers had
created a brand that stood for
:
Trust, fun & entertainment
that resonated well with
families and children through
some of the most iconic
characters and stories.
5. Walt Disney died in 1966 and Roy took over as CEO but after his
demise in 1971, the brand stumbled for a few years without
proper leadership but made a great comeback with the release of
“ The Little Mermaid”.
The company launched the Disney Channel, Touchstone pictures
and featured classics during the Disney Sunday night Movie.
The brand continued its expansion to publishing, theme parks
and theatrical productions.
6. Disney consists of FIVE business segments today :
Creates films, recording labels and theatrical
performances
• Walt Disney Studios
7. • Parks & Resorts
Focuses on Disney’s 11 theme parks, cruise lines and
other travel related assets
11. Disney’s present CEO, Bob Iger believes in :
“The need to innovate and the need to
balance the respect for heritage with a need
to be relevant.”
The brand has focussed on the
‘Disney Difference’ :
A value creation dynamic based on high
standards of quality and recognition that
sets it apart from its competitors.
Disney leverages all aspects of its business
and abilities to touch its audience ,
efficiently and economically.
12. Disney focuses on the 4Ps of Marketing namely :
• Product : Disney makes characters and themes that resonates well with its
audience.
• Price : The price although not very low is set keeping its audience in mind.
• Promotion : The brand believes in holistic promotion. It promotes its products
through various online and offline media, theme parks , resorts and retail outlets.
• Place : The theme parks and retail stores are spread all over Europe and
America.
13. Market segmentation
Disney segments its markets according to :
• Geography : The company strategically places
its theme parks and resorts in places like Europe
& America where it can target more audience.
• Demography : The company decides where
to release what movie, what movie to be made
next and what kind of retail stores to be opened
according to demographic conditions.
• Psychological : This helps the brand
determine what kind of customers it should
attract.
14. Targeting
Disney targets mainly family audience, kids, teens and adults.
The company has shows and characters like ‘Mickey Mouse’, ‘’The little mermaid’ for
kids, ‘Hannah Montana’ and ‘High School Musical’ for teens to rockshows like
‘Spiderman’ and ‘Ironman’.
Example :
HANNAH MONTANA was a teen-
targeted TV show and the company
made it into a franchise with
customised consumer products and
movies and concerts.
17. Disney today is one of the leading international
family- entertainment company and it has always
stayed true to its 90-year old heritage and core brand
value. It has adopted various diversification methods
to reach out to a wider spectrum of culture and age
group. Disney has always focussed on its 4P’s and
delivered the best products at proper prices with
great promotion techniques at the right places. It
believes in demographic, geographic and
psychographic segmentation and targeting the right
audience. Disney promotes customer engagement by
maintaining 5 segments- feature films, parks and
resorts, media networks, consumer products and
online interaction. The company has always balanced
its respect for heritage with the need for innovation
and relevance. It has used franchisees and emerging
technology too to connect to its customers better.
Thus, Disney has always used an impactful marketing
scheme to create an emotional connect with the
audience and retain its brand value.
18. What are the risks and
benefits of expanding
the Disney brand in new
ways?
19. In today’s highly competitive market, a brand always has to
keep the ever-changing demands of its customers in mind.
Expansion will definitely help Disney reach out to a wider
base of audience thereby strengthening its market
position. This can also increase its profits. It can set new
trends in the entertainment industry by adopting new
technology. Superheroes and video games have been
trendsetters and a favourite among kids for sometime now
and that can definitely help the brand to gain more loyal
customers .Creating new products and increase its brand
visibility and coverage and get in new audience from
different geographies.
However, certain risks are associated with expansion. Any
major failure of the new product can hamper the brand’s
image and lead to loss of loyal customers. There may also
be a shift from its core values and customers to more
diversified group which may be a negative factor.
Competitive companies and can take advantage and
leverage the opportunity to gain market value.
20. Summary
• Disney was founded by the Walt brothers in 1923.
• The brand stands for ‘trust, fun and entertainment’ that
resonates well with family audience.
• They expanded well to target the right market with market
segmentation and brand positioning.
• Disney consists of five business segments today, Walt Disney
Studios, Parks & resorts, consumer products, media networks
and interactions.
• The brand focuses on the 4Ps of marketing namely product,
price, promotion and place.
• We also analysed how the brand is expanding to reach out to a
wider audience base.
21. Disclaimer
This presentation has been
prepared by Ivy Sinha,
IEM Kolkata during a
marketing management
internship under the
guidance of Professor
Sameer Mathur, IIM
Lucknow.
