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Transcript of BM Palash Gupta
DISNEY BRAND MANTRAFly away into the world of Fun Family Entertainment
Palash GuptaPGP31160
Disney Business Segments
Walt Disney Studios (Touchstone, Pixar,
Miramax)
Parks and Resorts (Disney Cruise line &
theme parks)
Disney Consumer Products (Toys, Apparel, Food)
Disney Media Networks (ESPN,
ABC)
Company Overview• Founded in 1923 by Walter Disney and Roy O.
Disney• Headquartered in Burbank, California• World’s 2nd Largest entertainment and media
conglomerate with revenues of $52.46 billion• Went through a radical management change in 2006
with excellence, creativity and innovation acting as the guiding principles• Four business segments:
“To be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content,
services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products
in the world.”
Mission
QualityInnovation
community storytelling
decencyoptimism
Values
Let us take an aerial view of the brand and customer’s view of it
Segmentation & Targeting
Disney Theme Parks located in
major cities around world
seeing maximum tourist influx
Urban markets preferred for
deciding store locations and content to be
developed
Main targets 4-12 year olds with 35-
55 year olds secondary target
market
Walt Disney said “You’re dead if you only aim for kids.
Adults are only kids grown up, right?”
They aim to target reasonably affluent,
educated families with modern
lifestyles looking for a fun family
experience
Geographic
Demographic and Psychographic
Magical Customer
Experience
Superiority in terms of services,
quality and technology
Family Fun and
entertainment
experience
Nostalgia, every adult is grown up kid
Premium Offering and
content
Social Messages
Positioning of Brand
Brand Promise
Disney as a brand promises joy. It aims to create joy not for children but for child in us. It promises a fun family entertainment experience
It also aims to convey memories which don’t have a price. It promises to take you back to your childhood and awaken child in you
Brand Message
The brand logo is traditional, decent, fun and an American icon. It represents a fun magical experience
The brand slogan “make the dream come true” tries to bring alive past memories and create joy for child in each of us.
Existing problem with BrandDisney grew manifolds in mid-1980s through product development and licensing. It however felt its characters were being used inappropriately and becoming overexposed. It therefore sanctioned a brand audit and a consumer study-brand exploratory
The first issue which came up was that Disney characters were being used to market almost everything without any discerning rationale. This gave impression that it was exploiting its brand name to sell products without any value addition
The second issue was that for customers, Disney was Disney and they didn’t differentiate between endorsements. It impacted brand equity as customers felt it was hampering special relationship they had with brand
Brand Mantra
FAMILY ENTERTAINMENTFUN
• The first element- Fun/Magical consists of giving consumers great amount of happiness by skyrocketing them into a magical and fancy world
• Family is the essence of the brand as it aims to deliver a marvellous experience to entire family
• Entertainment is the core value of the brand, something which helps fight competition. Disney excels at delivering quality entertainment to masses
Brand Image
One of the most well known and successful
brands globally
Positive associations of fun, magic, joy,
family, entertainment
Acclaimed for high quality of products
and services
High degree of customer
involvement in deciding how Disney experience should be
Focusses on innovation and technology in entertainment
The world’s most beloved brand with emotional linking index of 74.7
Brand Awareness• Disney is one of the most successful and well
known global brands
• Brand elements like the Disney logo with the Cinderella castle , the blue background, music “When you wish upon a star”, slogan of “Make the wish come true” and name Walt Disney written in distinctive way are well known and pervasive
• Thinking of Disney characters evokes images of fun, magic and entertainment
• It is a brand based in hearts and memory of millions. It is most beloved brand according to APOC world survey, with 74.7 score on emotional linking index
Print AdvertisementsThe common theme running across print ads for all Disney products/services is consistent with the Brand Mantra of fun family entertainment and brand promise of creating joyful memories
I wonder what is the reason behind Disney still being creative after so many years?
Park attractionsAnimation and movie productions
(Pixar)TV channels
Customer-orientedExcellence in customer serviceCaters to all market segments
Core competitiveness
Innovation
Responsiveness to customers
Competitive advantage
MANAGEMENT PRINCIPLES:
• Centralization• Authority and
Responsibility• Order• Initiative• Control• Discipline
BEHAVIORAL MANAGEMENT:
• Collaborative approach
• Empowerment• Less centralized• Authority goes
with knowledge
When Michael Eisner was in charge….
Robert Iger assumed as the new CEO…
Management Practices
• Creativity is back in place!
• Teamwork and collaboration
• Synergy among business divisions
• Relationship with Pixar got better
• Launch of new products and shows
• Development of franchises
Increase in revenues!
The result…
Let’s see how we fare against our rivals?
Competitive Analysis
• Film, TV, cable TV, publishing, Internet• More than a third of revenues comes from cable TV• Struggling with AOL business
• More diversified• Travel and tourism industry very hurt
• Film, TV, publishing• Hard hit by the declining newspaper industry and declining
ads revenues on TV• Downsizing in 2009• Change in executive leadership in 2009
• Focused on TV• Multiple channels, mass audience, ads across channels• Ads account for more than 65% of sales• Focusing on international markets for growth
SWOT ANALYSIS
THREATS•Piracy•Advertising revenues decreasing•Weak economy•Increasing competition
STRENGHTS
•Synergy among business divisions•Brand awareness•Management style•Strong corporate culture
OPPORTUNITIES•Franchising•New platforms•International Markets•Media integration•Hotel+park deals
WEAKNESS
•Retail Operations•Lack of Advertisements•Diseased Culture•Reliance on relationships
About the Company
Customer based Brand
Euity
Segmentation & Positioning
Competitive AnalysisInternal
Analysis
DISCLAIMER
These slides have been made as part of the PGP Brand management course taught by Professor Sameer Mathur at IIM Lucknow
ThanksPalash GuptaPGP31160+91-8860390193