TWO BROTHERS WALTER ELIAS & ROY OLIVER DISNEY ARE THE FOUNDERS OF THE WALT DISNEY COMPANY.

1923 Debut of Mickey mouseIn steamboat Wil lie.

1932-Licensingbecame a formalBusiness unit.

1950-Expandbeyond film andTelevision.

1955-OpenedDisney Land inCalifornia

2004-ObesityEpidemic

2006-DCP launchesOffering of fresh fruits

Everyone’s favourite rubbish-compactor ,WALL-E, was named afterWALTER ELIAS DISNEY.

DCP SIX BUSINESS LINES

Buena Vista Games

Home & Infants

Hardlines

Publishing

Softlines

Toys

In 2005, Disney consumer product was the world’s largest licensorwith more than $21 billion in retail sales of licensed products..

THE BASIC PERCEPT “DISNEY WAS ABOUT FUN”ENABLED THE COMPANY TO REACHSUPERMARKETS.

Now,DISNEY

CORPORATE STRATEGY

The first strategy predisposed using widely acceptable products such as milk, in healthier form. Secondly, DCP has selected some already healthy foods and made them go under

the company’s brand. Thirdly , they used the product packaging to encourage the sampling of products

MARKETING STRATEGY

Partnership With Mcdonald’s

PROMOTION STRATEGYPROMOTION STRATEGY

DISNEY’S

WAL

T D

ISN

EY

Direct flight to Disney parks cutsout the travel agents fees More efficient and cheaper.Brand image.High qualityNew products and services.Strong advertising

Planning permission rejection.Environmental disruption.Unable to meet demands and costs.Customers: Change in tasteLess disposable income

STRENGTHS

WEAKNESSES

Advancements in technology.Demographic changes.More family disposable income.Advancements in transport methods making it cheaper totravel.

Legal action:Could close down if a risk is identified.Political:Certain things could be banned.Economical:Recession/inflation/under employment.Unstable climate.

CHALLENGES FACED BY DISNEY CONSUMER PRODUCTS

SOLUTION ANALYSIS

RECOMMENDATIONS

PRESENTATION BY D.RAVALI, IIITDM KANCHEEPURAM DURING AN INTERNSHIP UNDER

PROF.SAMEER MATHUR IIM LUCKNOW