Báo cáo giữa kỳ Marketing Management Casestudy Disney

Báo cáo giữa kỳ Marketing Management Casestudy Disney What does Disney do best to connect with its core consumers? What are the risks and benefits of expanding the Disney brand in new ways? Walt Disneys Business Philosophy I dont draw cartoons for children, I draw cartoons in the kid in each of us. I call that child naive. In life, if for any reason that lost that innocence then it is a pity + Determining “Target needs”. + This is not a product for children its a product for people who need to return to childhood. + Walt Disneys market is for everyone. Its fun to do the impossible + Its not a question of resources its a problem of belief. + E.x: Yahoo was born with the desire to order the websites around the world, Google was born with the desire to allow users to download all websites to their computers.

CASE STUDY

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What does Disney do best to connect with its core consumers?

What are the risks and benefits of expanding the Disney brand in new ways?

2 What are the risks and benefits of expanding the Disney brand in new ways?

History of formation and development

The first animated

movie of Walt

Disney is Alice's

in Wonderland

Walt Disney Pictures became the studio's official name

Snow White became the highest grossing film of all time

Disneyland is famous all over the world and attracts hundreds of millions of visitors every year

Walt Disney died

Walt Disney's Business Philosophy

I don't draw cartoons for children, I draw cartoons in the kid in each of us I call that child naive In life, if for any reason that lost that innocence then it is a pity

+ Determining “Target needs”

+ This is not a product for children - it's a product for people who need to return to childhood.

+ Walt Disney's market is for everyone.

It's fun to do the impossible

+ It's not a question of resources - it's a problem of belief.

+ E.x: Yahoo was born with the desire to "order the websites around

the world," Google was born with the desire to "allow users to download all websites to their computers".

Internal branding

Building internal pride

is also shown by Walt

Disney "brainwashing"

and associating his

employees thoroughly

with the work

Employees are "actors", companies are

"runways," customers are "viewers," and remind every employee what industry they're in

Be aware of employees

in the company who will directly produce the product and

persuade the public to use it

Be aware of employees

in the company who will directly produce the product and

persuade the public to use it

Snow White

To complete the film, the artists had to

draw more than 2 million hand paintings.

Banks have to worry about the film's

ability to recover capital.

The film was a huge success when it

debuted - grossing $ 8 million in the first

month after its premiere - when adult

movie tickets were $ 1 and children were

$ 0.5.

The film was translated into 32

languages and reprinted 54 times

during the next 40 years.

4 P's Of Marketing

Disney's promotion like movies are promoted through various media Merchandising is promoted by having various retail stores, online store and

on point of sale such as theme parks and resorts

The pricing is kept keeping the

middle class in mind

The tickets of Disneyland,

though not cheap, are certainly

not that hight priced that one

can't visit frequently Disney theme parks and resorts are located

in several regions across the world Disney also hax Disney store locations in North America, Europe, and Japan

All the characters shown in the above pic

are creations of Walt Disney production

The brand Disney also produces many

kinds of daily utility products

Prod-uct Price

Promo-tion Place

The ways of Disney to connect with their consumers

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04 05

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Broad range of business and vivid spectrum of concepts

in their shows catering to the needs and desires of a

large audience base

It promotes customer engagement

with an emphasis on meeting the

customer's needs at a time and in

manner preferred by the customer

Employees are trained

to be assertively friendly

and try to win hearts of

the guests

The parks and resorts are maintained so well that it

is difficult to find a bit of garbage anywhere

Disney uses technology

to ensure that a customer's experience is consistent across every platform

An impactful marketing scheme focusing on how it helps make unforgettable family memories

Enhanced brand image,

visibility

Increases msrket coverage

Brings new consumers

into the brand franchise

Makes acceptance of the new product easy Brings new consumers

into the brand franchise

High competition An unexpected failure

of the product can lead

to the tarnishing of the image of Disney

Product has to have a high perceived value, else it will fail

There is also a risk of lienating its core customer in this process

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