CASE STUDY ON DISNEY
-
Upload
rounak-sarkar -
Category
Marketing
-
view
96 -
download
1
Transcript of CASE STUDY ON DISNEY
![Page 1: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/1.jpg)
NAME: ROUNAK SARKARCOLLEGE: NATIONAL INSTITUTE OF TECHNOLOGY, TIRUCHIRAPPALLI
![Page 2: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/2.jpg)
![Page 3: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/3.jpg)
CONTENTS:• INTRODUCTION AND A BRIEF HISTORY.• CONSUMER PRODUCTS• SEGMENTATION • COMPETITION • SWOT ANALYSIS RECOMMENDATION• WHAT MAKES DISNEY SPECIAL AMONG ITS CUSTOMERS?• THREATS FACED BY DISNEY• CONCLUSION • DISCLAIMER
![Page 4: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/4.jpg)
INTRODUCTION AND HISTORY:Founder : Walt Disney and his brother Ross.
Established in the year 1923.
Started licensing its characters in the year 1929.
First TV programme in the year 1954.
Disneyland opened in California in the year 1954
![Page 5: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/5.jpg)
INTRODUCTION AND HISTORY(contd.)Acquired BC media company in 1996.
Four major categories of Walt Disney- Disney Media Networks. Disney Studio Entertainment. Disney Parks and Resorts. Disney Consumer Products.
![Page 6: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/6.jpg)
BRIEF HISTORY:
![Page 7: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/7.jpg)
![Page 8: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/8.jpg)
DISNEY LISENCED ITS BRAND CHARACTERS TO
MERCHANDISE TO BE SOLD AT RETAILS
OUTLETSIN THESE CATEGORIES
APPARELS, FOOTWEAR AND ACCESSORIES
PUBLISHING AND TOYS
BUENA VISTA GAMES
HOME AND INFANTS ACCESSORIES
FOOD, HEALTH, BEAUTY, ELECTRONICS AND STATIONARY
![Page 9: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/9.jpg)
![Page 10: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/10.jpg)
DEMOGRAPHIC SEGMENTATION-ADULT AND CHILDREN.
BEHAVIOURAL SEGMENTATION- TASTE FUN AND MAGIC.
![Page 11: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/11.jpg)
COM
PETIT
ORS
DOLE
GREEN GIANT
WARNER BROS.
SESAME WORKSHOP
FRESH EXPRESS
NICKELODEO
N
![Page 12: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/12.jpg)
![Page 13: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/13.jpg)
OPPORTUNITYFURTHER DIVERSIFICATION NEWER TECHNOLOGIES AND
MARKET
WEAKNESSHIGH R&D COST
HUGE AMOUNT OF INVESTMENT
THREATSRECESSIONS
UNCONTROLLABLE CHANGES IN TECHNOLOGIES AND
CONSUMER CONSUMPTIONOTHER COMPETITORS
STRENGTHHIGH BRAND VALUECREATIVE PROCESS
RESPONSIVENESS TO THE MARKET
![Page 14: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/14.jpg)
DCP developed a broad range of products with Cincinnati based Kroger supermarkets.
![Page 15: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/15.jpg)
RECOMMENDATIONS
R&D STRENGTHENING
STORY TELLING THROUGH TECHNOLOGY
CREATING NEW CHARACTERS
![Page 16: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/16.jpg)
WHAT MAKES DISNEY SPECIAL AMONG ITS CONSUMERS?
New concept of gaming known as Disney Infinity which allows its consumers to play with many Disney characters at the same time.
![Page 17: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/17.jpg)
THREATS FACED BY DISNEY:
![Page 18: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/18.jpg)
PRODUCT DEVELOPMENT DECISIONS:
Products that already are broad appealing such as milk must be made healthier.
Healthy food can be filled with fun by giving them the shape of the Disney characters.
DCP launched offering of fresh fruits.
![Page 19: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/19.jpg)
CONLUSION•Contribution of wide distribution and Disney magic meant that DCP would win over people all around the world.
•With nutrition and dietary plan adopted by Disney the obesity epidemic can be effectively countered.
•DCP also plans to make ties with other retailers, other than Krogers.
![Page 20: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/20.jpg)
CREATED BY: ROUNAK SARKARCOLLEGE: NATIONAL INSTITUTE OF TECHNOLOGY, TIRUCHIRAPPALLI
UNDER:PROFESSOR SAMEER MATHUR
INDIAN INSTITUTE OF MANAGEMENT, LUCKNOW
![Page 21: CASE STUDY ON DISNEY](https://reader036.fdocuments.us/reader036/viewer/2022062821/58a43ed21a28ab41618b5783/html5/thumbnails/21.jpg)