DISNEY CASE STUDY : LET THE MEMORIES BEGIN

CREATING MEMORIES SINCE 1923• Founded by Walt and Roy Disney

• Introduced the world to Mickey

Mouse

• 1937 – Snow White & the Seven

Dwarfs

• 1966 - Walt Disney Dies

• Series of Acquisitions

• Bob Iger appointed as the new CEO in 2005

The Disney Renaissance Era

BRAND MANTRA

FUN

FAMILY

ENTERTAINMENT

DISNEY AND ITS business segments

Studio Entertainment

Parks & Resorts

Consumer Products

Media Networks

Disney Channel

BRAND PORTFOLIO OF DISNEY

RECENT ACQUISTIONS & EXPANSIONS

• 2006 – Disney brought Pixar

& Oswald

• 2007 - Brought “Marvel”

under its umbrella

• 2011 – 2 new Disney cruises

specifically for family

entertainment built

• 2012- Disney brought Lucas

films

SWOT ANALYSIS: STRENGHTS

• Strong Product Portfolio

• Brand Reputation

• Strategic Acquisitions

• Consumer Focused

• Creativity Innovation

WEAKNESSES

• High operating costs

• Content gets highly

pirated

• Growth barriers in

theme parks

• Heavy dependence on

income from North

America

• Frequent changes in

the top management

OPPORTUNITIES

• Potential increase in the web

presence

• Expansion of movie industry

to new countries especially

developing markets

• Increased merchandising of

its consumer products

THREATS

• Some acquisitions –

poorly integrated &

done in haste

• Change in younger

generation

preferences

• Maintaining

innovation without

loss of heritage

• Intense competition

in industry

DISNEY’S CONSUMER FOCUS STRATEGY

Walt Disney once said :

“I am interested in entertaining people, in bringing

pleasure, particularly laughter, to others, rather than

being concerned with ‘expressing myself with obscure

creative impressions….”

CONNECTING WITH THE CONSUMERS

• Biggest challenge to the company :

Staying relevant by innovation without

loosing heritage

• Reaching consumer through its different

brand segments

• Ensuring consumer loyalty by creating

lifetime memories and ultimate

experiences

DISNEY : CONNECTING WITH THE CONSUMERS

• Hannah Montana, teen targeted show , became

a very successful Disney Franchise

• Also entertains customers through its epic

movies, concerts

• Disneyland & Resorts are favorite family

destinations for many at Hong Kong, India &

Russia

• Disney’s cruise lines are provide magical

experiences for many

DISNEY INFINITY

• This game was beyond

all Disney boundaries

with different Disney

characters interacting &

working together on

different adventures.

DISNEY DIFFERENCE : MAKING THE REAL DIFFERENCE

• An internal marketing strategy to lessen the problem of employee churn

at Disney

• A packaging of all discounts, services & offerings for cast members & their

families

• Program also includes :

one-of-a-kind Cast Member activities like the annual canoe races or

Goofy’s Mystery Tour competition

reward and recognition programs

a Disney VoluntEARS group

an employee-exclusive recreation area with a beach, pools and sports field

DISNEY’S COMMITMENT TO GREENER PLANET

RECOMMENDATIONS

• Creation of own distribution channel to strengthen

its supply chain

• Digitization of some of its contents to save money

• Pricing should be done so that it is affordable for

all classes

• Promotion through social media for creating

personalized interaction

BY :NISHANT RAJIIT ROORKEE

UNDER THE GUIDANCE OF

PROF. SAMEER MATHURIIM LUCKNOW