A BRANDING EFFORT OF WALT DISNEY

Presented By:GAURI BHATNAGAR (MBA/4576/12 )KANISHK GUPTA (MBA/4577/12 )

The Walt Disney Company

•Founded on October 16, 1923.

•Mickey Mouse is the official mascot of The Walt Disney Company

•Best known for the products of its film studio, the Walt Disney Motion Pictures Group.

•Owns and operates the ABC broadcast television network(Disney channel, ESPN, ABC family).

•Largest media conglomerate in the world in terms of revenue.

Current Industries

•Amusement parks•Motion pictures•Media network•Design studio•Airline•Travel agencies•Cruise lines•Merchandise•Real estate•Credit cards•University program

Brand Identity – Disney Identity

•Started in the United States on October 16, 1923 and have grown to live across the world.Brand

Heritage

•Strive to develop the most creative, innovative, and profitable entertainment in cartoons, experiences in the world.

Brand Vision

•Offer a wide variety of family entertainment in cartoons, movies, games, amusement parks, and merchandise.Brand

Offering

•Offer the best family entertainment that is accessible and forward thinking to keep my audience excited and happy.Brand

Mission on Earth

•Young children, their parents, friends, and family all and over the world.

Brand Audience

•Value honesty, integrity, respect, courage, openness, diversity, and balance.

Brand Values/Beliefs •Create fantastical stories that help the

audience dream.

Brand Benefits

•Fun, caring, loyal, full of laughter, and imaginative creativity.Brand

Personality

Positioning StatementWhat - I’m the only entertainment and media company.

How - that combines products, services, and experiences across many sectors.

To Whom - for children, their parents, friends and family.

Where - all over the world.

Why - that wants to preserve the magic of childhood.

When - in an era of low creativity, high stress, and social disparity.

Branding Efforts Of Walt Disney

•Innovation

•Quality

•Community

•Storytelling

•Optimism

•Decency

Efforts of Disney•Segmenting and targeting

•Understanding the target market

•Product strategy

•Marketing and promotion strategy

•Expansion strategy

•Advertising and promotional strategy

•International outreach strategy

•Innovation as a marketing strategy

Other elements that contribute to its branding efforts

•Logo

•Slogan

Disney has used multiple slogans to portray what the company and the brand image truly is. Some of its slogans include:

“the happiest place on earth”“make the dream come true”“where dreams come true”“magic happens”“where the ordinary is always extra ordinary”

•Pop culture

Media Network - Positioning Map

Media Network - Positioning Map

Disney: Narrow audience compared Media Networks to competition but consistently Consistent Innovation innovates their media offerings.

Fox Entertainment: Elegant leader D Fe in a variety of media and television opportunities aimed at all audiences.

Time Warner: Caters to an older Audience audience and strives to offer exclusive V and premium entertainment.

Viacom: Owner of most brands considered ‘old’ to the newer generations. Lack of Innovation Has also not updated it’s web presence

Amusement Parks - Positioning Map

Amusement Parks - Positioning Map

Disney: Utilizes their in-house innovation team, the Imaginers, to consistently innovate their parks.

• Universal Studios: Disney’s main competition does a better job at entertaining all audiences.

• Six Flags: Have done a great job to innovate within their ‘family’ driven audience without becoming too large.

• Paramount Parks: Used to be a big park brand but became irrelevant and died.

Innovative Opportunities: Extending the Brand

Paediatric Healthcare - Use their specialty in entertainment for children and apply a healthcare environment.

Banking Industry - Introduce special banking and saving plans for children and teens.

Family Fitness - Pay more attention to health and well being by offering an entertaining fitness environment for the entire family.

Casino Industry - Provide gambling services for parents combined with the specialization in entertainment for children.

Pet Care Services - Why can’t Spot enjoy Disney? Invite the family pet to be entertained along with the family.

Non-Profit Charity - Disney has a lot of bad publicity to dodge, what better way to do this than with a charity.

Bibliography Columbia Journalism Review (CJR). (2008) Who owns what.

Retrieved April 15, 2009, from http://www.cjr.org/resources/index.php?c=disney

International Movie Data Base (IMDB). (2009) Walt Disney. Retrieved April 16, 2009, from http://www.imdb.com/name/nm0000370/bio

Kotler, P. and Keller, K. (2008) Marketing Management. (13TH ed.). Pearson/Prentice Hall: Upper Saddle River, NJ. The Studio Tour. (n.d.) History of the tour. Retrieved April 17, 2009, from http://www.thestudiotour.com/ush/attractions/studiotour.shtml

The Walt Disney Company. (2009) Company history. Retrieved April 16, 2009, from http://corporate.disney.go.com/corporate/complete_history_3.html

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