DISNEY

FOUNDATIONSTONE

How & when it all began

FOUNDATION STONE

Initially the DISNEY brothersstruggled.

Few believed in DISNEY's vision atthat time.

IN 1923 , DISNEYWAS FOUNDEDBY WALT & ROY

DISNEY

FOUNDATION STONE

LATER, DISNEYEMERGED TOBE PIONEERSIN ANIMATION

MICKEY MOUSE,

SNOW WHITE & THE

SEVEN DWARFS,

PETER PAN,

PINOCHHIO,

CHINDERELLA, ETC. WERE

SOME OF THE MOST

POPULAR ANIMATION

MOVIES

FOUNDATION STONE

FOUNDATION STONE

WALT DISNEYPASSED AWAY

IN 1966

He was thebest known person

in that year

ROYDISNEY TOOKOVER WALT'S

PLACE

AND

OPENED WALTDISNEY WORLDTHEME PARK

FOUNDATION STONE

FOUNDATION STONE

ROY PASSEDAWAY ON

1971

Since then, DISNEY wasstagnant till 1980

RENAISSANCE

RENAISSANCEOF DISNEY

Re-connection with the audience and restorationof trust and interest in DISNEY brand

RENAISSANCE

Targeting family oriented and oldercustomers.

Since families have a sufficient role indecision making, DISNEY involved them.

There was an emotional appeal too forolder customers.

CREATIVEMARKETING

RENAISSANCE

DISNEY started expanding andhad many business segments like:

EXPANSION

StudioParks & ResortConsumerproductsMedia Network

HERITAGE VS INNOVATION VS BALANCE

TODAY'S CHALLENGE:

HERITAGE VS INNOVATION VS BALANCE

Conflicts arise from the clash ofheritage versus innovation versus

relevance. DISNEY respectsheritage, but also believes in the

need to innovate and the need tobalance that respect for heritage

with a need to be relevant

HERITAGE VS INNOVATION VS BALANCE

TODAY'S CHALLENGEHERITAGE VS INNOVATION VS BALANCE

QUALITYAND

RECOGNITION“Whatever you do, do it well.Do it so well that when peoplesee you do it, they will wantto come back and see you doit again, and they will want

to bring others and showthem how well you do what

you do.”

-WALT DISNEY

HERITAGE VS INNOVATION VS BALANCE

TODAY'S CHALLENGEHERITAGE VS INNOVATION VS BALANCE

FRIENDLY,

CLEANAND

ELEGANTENVIRONMENTEmployees are trained to be

assertively friendly.

Special emphasis is given ondetailing & cleanliness.

NEWER PLATFORMS

TODAY'S CHALLENGEHERITAGE VS INNOVATION VS BALANCE

NEWERPLATFORMS

Multilateral Audience

NEWER PLATFORMS

TODAY'S CHALLENGEHERITAGE VS INNOVATION VS BALANCE

MULTILATERALAUDIENCETO CONNECT

WITHDISNEY acquiredPixar, Marvel and

LucasFilms.

Hence now it owns popularfranchises like Star Wars,

Spiderman, Nemo, etc.

NEWER PLATFORMS

TODAY'S CHALLENGEHERITAGE VS INNOVATION VS BALANCE

GAMING PLATFORMS

Infinity gaming platformallows users to play with

many DISNEY characterssimultaneously

NEWER PLATFORMS

TODAY'S CHALLENGE

DISNEYDESTINATIONS

Family-centric marketingfor parks & resorts,

'"Let the memoriesbegin"

QUESTIONS TO STUDY

QUESTIONS TO STUDY

QUESTIONS TO STUDY

TODAY'S CHALLENGE

What are the risks andbenefits of expandingDISNEY in new ways?

Benefits :1. Newer markets toexpand in. 2. More marketpenetration through newerfranchises.

Risk:1. Endorsing these mighthamper the ‘respect-to-heritage’ image.

What does DISNEY dobest to connect with its

customers?DISNEY's efforts:

1. Maintains Cultural heritage

2. Markets on the basis of thesocial factors driving consumerbehavior(family influence)

3. Connects to the customers onmany levels creating brandpersonality.

4. Real re-positioning after1980s to cater changing tastes.

SUMMARY

SUMMARY

DISCLAIMER

DISCLAIMERThis presentation was

created bySarthak Banerjee,

St. Xavier's College,Kolkata,

as a part of a marketinginternship by

Prof. Sameer Mathur,IIM Lucknow