THE WALT DISNEY COMPANY WASFOUNDED BY WALT & ROY DISNEY IN 1923

FIVE BUSINESS SEGMENTS

S T U D I OE N T E R T A I N M E N T

P A R K S A N DR E S O R T S

D I S N E YI N T E R A C T I V E

M E D I AN E T W O R K S

D I S N E Y P R O D U C T S

TRUST, FUN AND QUALITYENTERTAINMENT FOR THE

ENTIRE FAMILY

01PRODUCT 02PRICE

03PLACE 04PROMOTIONTHE

4 P's

PRODUCTS

PRICETHE TICKETS FOR THE PARKS AND

PRODUCTS ARE QUITEREASONABLE

ADDITIONAL HIGH-END SERVICESARE PROVIDED AT THE DISNEY

RESORTS

MULTIPLE SERVICES AREOFFERED AT A CHEAPER RATE IF

SOLD AS A PACKAGE

PLACE

PROMOTION

HOW DOES DISNEY CONNECTWITH ITS CORECONSUMERS?

"Assertive friendly"employees greet visitors

by waving big MickeyMouse hands.

Custodial workers quietly"paint" a Goofy or Mickey

Mouse in water on thepavement.

Disney Interactiveconnects withcustomers throughemails, blogs, podcastsand more...

The Disney Channelhelps the companyengage with itsaudience.

RECENTLY, DISNEY ACQUIREDTHREE HUGE BRANDS

GAMING PLATFORM WITH DISNEYCHARACTERS

WHAT ARE THE RISKS ANDBENEFITS OF EXPANDING

THE DISNEY BRAND IN NEW WAYS,SUCH AS VIDEO GAMES

OR SUPERHEROES?

BENEFITSHelps in innovating the brand'sproducts.

Helps in staying relevant with thecurrent consumer market.

The consumers now see usingDisney products as a part oftheir lifestyle.

Generation of extra revenue andmarket share.

RISKS Staying true to its legacy while

keeping it pertinent and up todate with the consumers.

High investment and greatercompetition when seeking other

marketing segmentations.Adjusting to the ever changing

global or regional economicmarkets.

SUMMARY

DISCLAIMERCreated by Akankshi Mody, DJSCE Mumbai,

during a marketing internship by Prof. SameerMathur, IIM Lucknow