disney mini case
TRANSCRIPT
A MARKETING EXCELLENCE CASE STUDY BY UPKAR SINGH
HISTORY
Founded in
1923 byWalt Disney Roy
Disney
And here’s our MICKEY !!
MISSIONTo be one of the world's leading producers and providers of entertainment and information.
VISION
• Generate best creative content possible.• Fostering
Innovation.• Expanding into new
markets across the globe.
Mickey’s Best Friend
“Donald Duck” is here
too!!
Target Segments• Studio Entertainment• Parks and Resorts• Consumer Products• Media Networks• Interactive
Companies owned by Disney just keeps on going on and on…….
13th most powerful brand in the world
Revenue worth $45 Billion (2013)
Market Dominance like the T-Rex!!!
Success Mantra’s Of Disney
Pretty much the definition of Love for Uncle Scrooge Mcduck!!
Brand Identity
Youthful, magical, fun, and family oriented and true to the brand.
Personalize
All customers are unique and Disney understands that.
Adapting To ChangeDisney parks are in a state of continual change with
new entertainment. A very progressive company which keeps up to the consumer trends and needs.
Build Lifetime ValueDisney keeps their customers so happy that they keep coming back, again and again.
Social Media
What does Disney do best to connect with its core consumers?
Disney Difference
Focus on “Disney Difference” i.e. make the experience peculiar, the show Hannah Montana is a great example helping Disney sell millions of CD, Video games across the world.
Technology
Podcasts are an amazing way of getting connected and Disney is one of the first companies to start Frequent Podcasts.
Always has a story to tell
What are the risks and benefits of expanding the Disney Brand in new ways such as video games or superheroes?
Risks• Staying true to
its heritage and brand values
• Keeping people interested in other segments like parks, resorts
• Keeping 90 year old brand relevant
Benefits
• Increase in revenues• Achieve quality and recognition in another segment.• Connect with the audience in another way
THANK YOU
Created by Upkar Singh,SRM University Chennai, during a marketing internship under Prof. Sameer Mathur,IIM Lucknow.