walt disney

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Walt Disney

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Page 1: Walt Disney

Submitted by: Darshali Patel (26)

Page 2: Walt Disney

INTRODUCTION

Headquarter: California, United States. Employees: 1,56,000 Founded: 16th Oct. 1923 Founder: Walt and Roy Disney Key people: Bob Iger(Chairman & CEO) Parent: Disney Group Subsidiaries: Pixar Animation Studios,

Marvel entertainment, LLC, ABC Inc., Radio Disney, UTV Software.

Products: Television, radio, publishing, movies, theme parks

Revenue: US$ 40.893billion Net profit: US$ 4.807 billion

Page 3: Walt Disney

4 P’s of Walt Disney

Page 4: Walt Disney

4 P’s of Walt Disney

Clara Clurk

1) PriceWhile at the Walt Disney World theme parks you

are continuously offered other products / services to purchase.

* Upon exiting attractions, you enter a store themed to that attraction with gifts.

* During travel on trams, monorails, trains, boats, etc. there are always marketing announcements. These recordings inform you of ways to upgrade your ticket, to stay longer, to visit other parks, to dine at restaurants, to stay at resorts or to go to other attractions.

* Booths in the parks have representatives selling Disney vacation packages for future visits.

* Stores with gifts and restaurants with food are on every corner for your convenience. Disney knows that current customers are the easiest customers to up sell. As a result, they take every opportunity to sell you more.

Page 5: Walt Disney

4 P’s of Walt Disney

Goofy

2)PlaceWalt Disney World in Orlando, FL attracts visitors

from all over the world, as does Disneyland in California. However, Disney realized they could grow their business if they offered their product to other marketplaces outside of the USA. As a result, Disney developed country specific theme parks and delivered them to these marketplaces. Disney built a Disneyland Paris, a Tokyo Disney and most recently a Hong Kong Disneyland. These parks bring in many visitors, as well as many repeat visitors who would not have traveled to the USA. Disney has increased their marketplace and expanded their brand worldwide by building these country specific theme parks. Your Internet business can again follow this business principle and do it with less of an investment. It’s as easy as developing your site in other languages and then submitting your site to search engines in those languages.

Page 6: Walt Disney

4 P’s of Walt Disney

Donald Duck

3) PromotionWalt Disney World is always advertising. They do

not start, stop and then start again. They have a marketing budget and plan that’s designed to keep their message in front of audiences. You regularly see their ads on TV, in print publications, on the Internet and I’ve even gotten their ads on grocery store coupon print-outs! Disney also continually sends direct mail pieces to past customers with varying offers. Disney’s promotions are designed to keep them in your mind. So when it’s time for vacationing, you think of going to Disney World or perhaps another (undefined) destination. But as Disney has kept itself in your awareness it is always a consideration. Other vacation destination have not established themselves nearly as well! Your Internet business should consider the advantage of continuous promotion.

Page 7: Walt Disney

4 P’s of Walt Disney

Pluto

4) ProductDisney is never complacent. They are always

growing, building, expanding and improving. With their existing theme parks they continuously work to add in new attractions and shows. They update old outdated rides, as well as refurbish and modernize long standing favorites. Disney is constantly creating new products to sell. The most well known of their products are their movies. Disney studios is always working to create new motion pictures. Constantly making and releasing movies to the marketplace brings in consistent profits for Disney. In addition, Disney further leverages their movies by creating products – dolls, toys, games, etc -. as well as incorporating them into their theme park attractions. The synergy Disney has developed between their theme parks and their movies, helps drive movie sales in theaters as well as on dvds, leads to increased sales of their dolls, toys, games, etc, and continues to bring visitors to the parks.

Page 8: Walt Disney

Segmenting, Targeting and Positioning

According to the marketing process of segmenting, targeting and positioning, it is crucial that Disney select profitable segments in order to be success in their operations. After identify the most worthwhile target market, the company should be able to provide them additional value that competitors cannot provide. By following this principle, Disney must then position itself basis on the targeted customers' demands. Therefore, the consumers are being regarded as the driving force behind Disney, and setting positioning strategies which can fit properly with its marketing mix is the key element of successful marketing process. Another part of marketing mix that is affected by Disney Studio's positioning strategy is the presentation utilized by the company, it is especially important for service sector. The physical environment is instrumental in customers' assessment of the quality and level of service they can expect, for Disney Studio, in fact, the physical environment is part of the product itself. As the two founders, Walt and Roy believed that they had to always stay one step ahead of the competition.

Page 9: Walt Disney

Product line & width of Walt Disney

Page 10: Walt Disney

Walt Disney: Strategies

Walt Disney Studio- To serve the current innovation of the entertainment industry

Parks and Resorts- A place “ Where Dreams Come True”- Disneyland Resort, Anaheim California- Walt Disney World Resort, Lake Buena Vista, Florida- Tokyo Disney Resort, Urayasu, Chiba- Disneyland Resort Paris, Marne La Valle, France- Hong Kong Disneyland, Penny’s Bay, Lantau Island

Page 11: Walt Disney

Walt Disney: Strategies

Disney Consumer Products- Disney Consumer Products and affiliates (DCP) extend the Disney brand - Toys, books, magazines, interactive games, foods and beverages, stationery, electronics and fine art

Disney Interactive Media Group- Responsible for the creation and delivery of

Disney branded interactive entertainment and informational content across multiple platforms such as: i) online ii) mobile and video game

Page 12: Walt Disney

Promotion mix• The Walt Disney Company is very strong in entertainment and animation, the two

areas do fairly well in the global market, but just because a company has its strengths doesn't mean its going to successfully sell its product without advertising.

• Advertising is essential because let's face it, without advertising we wouldn't know about half the products we use. In this case we are talking about Disney's animated films, therefore Disney uses product advertising which is a form of advertisement that touts the benefits of a specific good or service.

• In order to advertise a product, a company must first select an advertising appeal which identifies a reason for a person to buy a product. Disney uses the "Fun and Pleasure“ appeal to advertise their animated films. Next, the company must choose a style to execute their message. Disney uses the "Mood or Image" executional style for advertising which builds a mood or image around the product such as love, happiness, or inspiration.

• For example, whenever you feel a certain emotion after watching a Disney movie trailer, that's their "Mood or Image" tactics working on you.

Page 13: Walt Disney

• After the company has established how they are going to advertise, they must determine which types of media will best communicate the benefits of their product or service to the target audience and when and for how long the advertisement will run, this is called media planning. Disney advertises through newspapers, their own radio station - 1560 AM ©Radio Disney, television, internet, and outdoor media. Of course each media type has its advantages and disadvantages, but because Disney has such a powerful brand name and history, they end up having more benefits than losses.

• Due to this powerful image, Disney can sell almost anything by just putting one of their famous animated characters on the product. For example, because Disney had teamed up with McDonald's and Mattel toy makers many years ago, each time it comes out with a new film they simply let Mattel make toys out of their characters of the upcoming film who distribute the toys to McDonald's who advertises them with their Happy Meal for kids, which brings Disney more fame and customers. As a result, the child begs the parent to take him or her to the movie theater to watch the new Disney film the child now knows of just by eating McDonald's.

Page 14: Walt Disney

Thank You