Case disney
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Transcript of Case disney
DISNEY CASE STUDY : LET THE MEMORIES BEGIN
CREATING MEMORIES SINCE 1923• Founded by Walt and Roy Disney
• Introduced the world to Mickey
Mouse
• 1937 – Snow White & the Seven
Dwarfs
• 1966 - Walt Disney Dies
• Series of Acquisitions
• Bob Iger appointed as the new CEO in 2005
The Disney Renaissance Era
BRAND MANTRA
FUN
FAMILY
ENTERTAINMENT
DISNEY AND ITS business segments
Studio Entertainment
Parks & Resorts
Consumer Products
Media Networks
Disney Channel
BRAND PORTFOLIO OF DISNEY
RECENT ACQUISTIONS & EXPANSIONS
• 2006 – Disney brought Pixar
& Oswald
• 2007 - Brought “Marvel”
under its umbrella
• 2011 – 2 new Disney cruises
specifically for family
entertainment built
• 2012- Disney brought Lucas
films
SWOT ANALYSIS: STRENGHTS
• Strong Product Portfolio
• Brand Reputation
• Strategic Acquisitions
• Consumer Focused
• Creativity Innovation
WEAKNESSES
• High operating costs
• Content gets highly
pirated
• Growth barriers in
theme parks
• Heavy dependence on
income from North
America
• Frequent changes in
the top management
OPPORTUNITIES
• Potential increase in the web
presence
• Expansion of movie industry
to new countries especially
developing markets
• Increased merchandising of
its consumer products
THREATS
• Some acquisitions –
poorly integrated &
done in haste
• Change in younger
generation
preferences
• Maintaining
innovation without
loss of heritage
• Intense competition
in industry
DISNEY’S CONSUMER FOCUS STRATEGY
Walt Disney once said :
“I am interested in entertaining people, in bringing
pleasure, particularly laughter, to others, rather than
being concerned with ‘expressing myself with obscure
creative impressions….”
CONNECTING WITH THE CONSUMERS
• Biggest challenge to the company :
Staying relevant by innovation without
loosing heritage
• Reaching consumer through its different
brand segments
• Ensuring consumer loyalty by creating
lifetime memories and ultimate
experiences
DISNEY : CONNECTING WITH THE CONSUMERS
• Hannah Montana, teen targeted show , became
a very successful Disney Franchise
• Also entertains customers through its epic
movies, concerts
• Disneyland & Resorts are favorite family
destinations for many at Hong Kong, India &
Russia
• Disney’s cruise lines are provide magical
experiences for many
DISNEY INFINITY
• This game was beyond
all Disney boundaries
with different Disney
characters interacting &
working together on
different adventures.
DISNEY DIFFERENCE : MAKING THE REAL DIFFERENCE
• An internal marketing strategy to lessen the problem of employee churn
at Disney
• A packaging of all discounts, services & offerings for cast members & their
families
• Program also includes :
one-of-a-kind Cast Member activities like the annual canoe races or
Goofy’s Mystery Tour competition
reward and recognition programs
a Disney VoluntEARS group
an employee-exclusive recreation area with a beach, pools and sports field
DISNEY’S COMMITMENT TO GREENER PLANET
RECOMMENDATIONS
• Creation of own distribution channel to strengthen
its supply chain
• Digitization of some of its contents to save money
• Pricing should be done so that it is affordable for
all classes
• Promotion through social media for creating
personalized interaction
BY :NISHANT RAJIIT ROORKEE
UNDER THE GUIDANCE OF
PROF. SAMEER MATHURIIM LUCKNOW