ishita vitvellore
TRANSCRIPT
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THE TALE OF A WHOLE NEW WORLD
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The Walt Disney world
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TO THE PAST…
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FOUNDED BY BROTHERS WALT AND ROY DISNEY IN 1923.
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BIRTH OF MICKEY MOUSE IN 1932,FOLLOWED BY PLUTO,GOOFY,DONALD DUCK AND THE REST
DISNEY’S FIRST FULL LENGTH ANIMATED
FEATURE,SNOW WHITE AND THE SEVEN DWARFS
RELEASED IN 1937 LAUNCHED INTO THE PRODUCTION OF TELEVISION
PROGRAMS IN 1940S
EXPANSION BEYOND FILMS AND TELEVISION IN
1950s
DISNEYLAND OPENED IN 1955
THE BEGINNING OF DISNEY THEATRE IN 1980S
EVOLUTION OF THE EMPIRE
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All our dreams can come true, if we have the courage to pursue them. If you can dream it, you can do it. It's kind of fun to do the impossible.
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WHAT WAS WALT DISNEY’S DREAM?
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A MAN WHO BELIEVED IN HIS DREAMS, WALT HAD MULTITUDE OF DREAMS,ALL OF WHICH SUM UP BY THIS ONE SENTENCE , “HE WANTED TO USE HIS TALENT AND INTEREST IN ART TO CREATE THE WHOLESOME ENTERTAINMENT ,WHICH THE ENTIRE FAMILY COULD ENJOY”.
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THE PRESENT SCENARIO
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BUSINESS SEGMENTS
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DECODING THE “DISNEY” BRAND STRATEGY
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BRAND IDENTITY
BRAND NAME IS THE BLANKET FAMILY NAME THIS INCREASES MEMORABILITY SHOWS HOW MUCH WALT WAS PASSIONATE ABOUT DREAM
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TARGET DISNEY TARGETS NOT ONLY CHILDREN,BUT ALSO THEIR PARENTS, TO BRING
ENTERTAINMENT TO ENTIRE FAMILY. WALT DISNEY HIMSELF SAID, “YOU ARE DEAD IF YOU AIM ONLY FOR
KIDS.ADULTS ARE ONLY KIDS GROWN UP ANYWAY.”
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POSITIONING 1)DISNEY KNOWS HOW TO TREAT ITS CUSTOMERS WELL. IN THEME PARKS EMPLOYEES HAVE TO SMILE ALWAYS AS AN INSTANCE.
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2)DISNEY USES STRONG SLOGANS LIKE “WHRE THE MAGIC LIVES”,WHICH REFER DIRECTLY TO THE MYSTERIOUS WORLD,WHICH HAS UNFORGETTABLE EXPERIENCES FOR CUSTOMERS IN STORE. IT PRODUCES MOVIES WITH STRONG MORAL LESSONS.
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BRAND PROMISE,MESSAGE AND MANTRA >KEEPS ITS PROMISE OF BRINGING JOY
>HAS A LOUD AND CLEAR MESSAGE >THE BRAND MANTRA CAN BE EXPLAINED IN THREE
WORDS:FUN,FAMILY AND ENTERTAINMENT
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Television networks under disney
Media networks
Creates films and theatrical performances
Studio entertainment
11 theme parks and other amusement assets
Parks and resorts
DIVERSIFICATION
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USE OF ONLINE INERACTION
CONSUMER PRODUCTS
SELLS DISNEY BRAND PRODUCTS
INTERACTIVE
DIVERSIFICATION(2)
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CHALLENGES AHEAD…. >STAYING TRUE TO ITS LEGACY ,WHILE ALSO BEING UP TO DATE WITH LATEST INNOVATIONS >ADJUSTING TO EVER CHANGING MARKET TRENDS >ENDLESS COMPETITION >TO NEVER LOSE THE BRAND IMAGE
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RECAP
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DISCLAIMER
Created by Ishita Chaudhary,VIT Vellore,during a marketing internship by Prof Sameer Mathur,IIM Lucknow