Founded by brothers Walt and Roy Disney in 1923

Disney’s first few full-length animation films

Business strategies• Creative new ways to target core family oriented

consumers• Expanding into new areas to reach an older

audience

“Disney Renaissance”

Between late 1980’s and 2000, when Disney released groundbreaking animated films

Disney’s present Business Segments

Disney’s greatest challenge today

Keeping a 90-year-old brand relevant and current

Staying true to its heritage and core brand values

Achieving quality and recognition

“Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.”-Walt Disney

Connecting with customers

• Working hard on many levels• Working through every

single detail

Using technology to ensure consistent customer experience across all platforms

One of the first

companies to begin regular

podcasts

Disney’s websiteProvides insight into-• Movie trailers• TV clips• Broadway shows• Virtual theme park experiences

Recently acquired huge brands

Pixar, Marvel and LucasFilms(Star Wars)

Leveraging properties of newly acquired brands to create sustainable character brands and new growth opportunities

Gaming Platform, 2013.Playing with many Disney characters at the same

time

Disney’s Marketing Campaign• Focusing on how Disney helps

make unforgettable family memories

• Featuring real guests throughout Disney enjoying different rides and magical experiences

Disney’s Marketing Campaign “Let Memories Begin”; Inspired by guests posting photos online and sharing with friends and family

Consumers spend 13 billion hours “immersed” in Disney brand each year

• 10 billion hours watching programs on Disney channel

• 800 million hours at Disney’s resorts and theme parks

• 1.2 billion hours watching a Disney movie

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

Produces ground-

breaking animated

films which increased

trust and interest of its

consumers

Generates creative ways

to target its core family

oriented consumers as

well as expanding into

new areas to reach an older audience

Launches various media networks,

theatrical productions, theme parks

Works hard to connect with

consumers on every level such as

behaviour of custodial workers

and employees

2. What are the risks and benefits of expanding the Disney brand in new ways, such as video games or superheroes?

Increase in quality entertainment,

customer’s interest, trust

Conflicts arise from clash of heritage versus innovations versus

relevance

Allows Disney to leverage properties of

newly acquired brands to create

sustainable character brands and new

growth opportunities

Have to ensure customer’s experience is consistent across every platform,

come up with new ways to connect with them

Benefits Risks

Summary:

History Business strategies Achieving quality and recognition Connecting with customers Disney’s website Disney’s marketing campaign