For my team's group project, we decided to make a marketing plan for Disney. The objective was to show how Disney could become a more culturally diverse company. One of my contributions was making the ads for Mulan, Black Panther, Moana, and the Diversity Days event.

1. Leading the way into diversity

2. Assessing the landscape
The Walt Disney Company is a powerhouse in
the Entertainment Industry
Top 5 Media and Entertainment
Companies in the world
Revenues for this year increased by 6% to a
record value of 55.6 billion
● Owns many subsidiary companies
● Competition: Comcast, Time Warner, CBS
Corporation, and Viacom
● Films such as Zootopia, Star Wars: The
Force Awakens, and Frozen had massive
success for the company.

3. Learning from the
PastRather than empowering
women, woman is
threatened by snow
white’s beauty
Drastically
changing
her
physical
appearanc
e for a man
Mulan is was the
hero, who isn’t afraid
to be herself. Saves
her father and the
country
Prince
charming
saves the
princess
because of
her beauty
First non-
caucasian
princess
who is a
business
woman
Frozen was about
sisterhood which lead to be
the biggest Disney
Animation release ever.
Standing as the 18th
grossing film of all fim and
No. 2 foreign release film.

4. Where we stand today (Princesses)

5. Where we stand today (Superheroes)
Gender Race

6. Zootopia
Addresses the issue of stereotyping
and discrimination
Delivers the message
○ Be more accepting of others
and to not be prejudice
towards others
○ Don’t let others tell you what
you can and cannot do

7. Big Hero 6
Diverse characters and voice actors
Breaks down gender and racial
stereotypes

8. Where we stand today

9. Where we stand today
● Despite a decline in 2015,
Hispanics continued the trend of
oversampling as frequent
moviegoers relative to their
proportion
● African American & Asian/ Other
was comparable to 2014
● Throughout the 5 years,
Caucasians remain the highest
moviegoers

10. Strategic Objective
Market Disney as a culturally diverse
company that celebrates all people from
all walks of life

11. Who
Kids
Teenagers
Adults
Families

12. How
● Make posters that highlight diverse characters and their strengths
● Have culturally diverse events that promote upcoming movies
● An ongoing parade that celebrates all the cultures of the world
● Diversity Days in the parks
● Create Toys and Merchandise that are culturally sensitive

13. Upcoming Films...
This will be the first Marvel film in which the main
superhero and cast is African American

14. Upcoming Films...
The film introduces people to the
Polynesian culture and a new princess
of color.

15. Upcoming Films...
It was recently announced that Mulan
will have a live action remake. We will
focus on the strong and fearless female
lead when marketing this film.

16. Upcoming Films...
Star Wars: Episode VIII
Not only will the film have a culturally
diverse cast, the two heroes are
unconventionally minorities with deep
character arcs.

17. Upcoming Films...
This will be the first Pixar film to focus
on the hispanic culture.

18. Coco: Dia De Los Muertos
EventAn annual Mexican celebration that will be about remembering the loved
ones that have passed away while embracing an eternal connection
Park will feature:
musical trio of iconic calacas (skeleton figures)
Bright colored flowers & decorative items commemorating the occasion
Calaveras style face painting
Offer traditional Mexican treats ex. Pumpkin flan

19. Disneyland presents: Celebration of
the World!
15-20 Minute Parade
Goes from West to East
Have famous celebration songs/tunes from
different parts of the world
Favorite Disney songs sung in multiple
languages
Remain culturally sensitive and authentic

21. Diversity Days: Sep. 29th - Oct. 1st
“Where the world comes to dream”
During low turnout season
Food and Crafts Fair in California Adventure
Sell Merchandise and food items throughout
both parks

22. Toys and
Merchandise
Being conscious and respectful of other cultures
when creating and marketing toys and
merchandise
vs.
Consumers took offense to the costume,
accusing Disney of “brownfacing”

23. End Goal….
Appealing to a broader diverse audience, Disney’s revenues will increase
by 7% by marketing culturally diverse characters and stories that
represent modern ideologies and support empowerment of minorities.