Disney Case Study

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By:Vaishali Goel (435)Prathista Mishra (448)Prateek Samuel (409)Venkateswarlu A (423)Vijay Kumar S (424)Yash Kumar (437)

Walt Disney CompanyDisney is the creation of Walt Disney, a hard working man who believed in NEVER STOP DREAMING. It was actually started with a mouse only. Disneys first creation was Mickey mouse that came on air in 1973Media networksParks and resortsStudio entertainmentConsumer productsInteractive media05-11-2015Gp No-2 Disney - The happiest brand on earth2

Case description The case is about Disneys Cars franchise that is a movie made for kids. Disney, today is the most popular name amongst kids and teenagers since Disney as a company covers the interests of them both. Now they have also started attracting adults to themselves by making movies that can interest adults too. They also have this slogan YOU ARE NEVER TOO OLD FOR A DISNEY MOVIE. The idea is to attract more and more viewers to spread the market share and cut the share of other channels. By producing different channels like Disney, Disney xd that even includes Sci-Fi, they are actually spreading there business and entertainment industryCase revolves around Disney products and Disney franchises

05-11-2015Gp No-2 Disney - The happiest brand on earth3

Disney The Happiest Brand on Earth


Question-01Do a brief market opportunity analysis for Disney, identifying the major markets that Disney has expanded into

Areas of expansion Disney has a great opportunity as it appeals the consumer and not the customers. The consumer of the Disney products can vary from a toddler to a teenager and this age group is a consumer group and not the customers while the customers of these products are generally parents so in a way Disney is targeting 2 segments i.e. kids and their parents


Areas it has expanded inThey started with a single cartoon series and now they own tv channels, theme parks, movies and Disney products.

TV channels Disney owns 2 tv channels world wide namely Disney channel and Disney xd that are both international base and region basedDisney products the make plenty of products for example BACK TO SCHOOL products that include all the school related products in it

Movies cars, ABCD (india), pirates of carrebian, Disney princess

Theme parks Disney also owns theme parks in USA, RUSSIA, SINGAPORE, PARIS and many more


Disney Market Car merchandise after releasing of Cars the movie, Disney focused upon cars merchandise that attracted the toddlers to great extentVirtual gaming virtual gaming is one of the greatest opportunity available in market and ever since Disney joined the hands with Pixar many games have came into marketGaming channel (ESPN) Disney have even launched a gaming channel on TV as well as online that gives great gaming experience due to its high performance Pixar gamesConsumer products consumer products like BACK TO SCHOOL have been a great success as the definitely attract the target marketDisney xd channel that includes sci-fi and action cartoons and fictional shows that even attracts older children and adults


Question-02

How does Disneys cross-platform franchising help create sustainable competitive advantage?

FranchisesAaron StoneMickey mouseJonas Brothers Haunted MansionCarsHigh School MusicalHoney, I Shrunk the Kids Hannah MontanaDisneylandDonald DuckHigh School MusicalThe Disney PrincessesPirates of the CaribbeanAladdinBeauty and the BeastAnd Many More


Disney Cross Platform FranchisingThese franchises are distributed across Disneys multiple company platforms and divisionsDisneys various television broadcasts platforms Disney Channel, ABC, ESPN Its consumer products businessTheme parksDisneys Hollywood Records music labelDisneys publishing Arm , and many more05-11-2015Gp No-2 Disney - The happiest brand on earth11

Sustainable Competitive AdvantageTarget MarketRisk DistributionIncreased Focus on Different individual ProductIncrease in RevenueClarity in Vision & GoalScope of Expansion


Describe the marketing mix for one of Disneys franchises. 05-11-2015Gp No-2 Disney - The happiest brand on earth13Question-03

Strategic Planning-DisneyMarket Oriented CorporationDisney Knows that to make a great that kids are excited about ,but the effort often fall short if parents dont approved of itThe driven force of the entire company is the motion pictures and animated cartoons


ContdManaged by:TouchstonePixar,Walt Disney PicBuena vistaMiramax05-11-2015Gp No-2 Disney - The happiest brand on earth15

Competitive AdvantageThe goal of the Disney Imagineering section is to continuously design and implement new, fun and exciting product for the Disney company that will attract, amaze and excite their customerWell Strong and Well known Brand-name and ImageThe most basic goal-To Make People Happy05-11-2015Gp No-2 Disney - The happiest brand on earth16

Product & PlaceThe Disney company is very good at product and placingTheir brand name they have the ability to sell their product easilyThe stores are located in malls and super centresIn urban location in order to, for them to be visible by the public eye


Promotion & PricingThe Walt Disney company promotes their films in almost every way possible varying from McDonalds toys to billboards and posters all over buses and trainsDisney wastes so much money on advertisingThe new DVD released are usually relatively cheap due to the fact that Disney is a oriented company that wants to be able to attract families of median incomes


Question-04

Describe the major components of Bob Igers strategic plan when he first became CEO.


CEO Bob Iger Shares Thoughts on Leading 05-11-2015Gp No-2 Disney - The happiest brand on earth21

His strategic vision for The Walt Disney Company Generating the best creative content possibleFostering innovation and utilizing the latest technologyExpanding into new markets around the worldMajor components of Bob Igers strategic plan05-11-2015Gp No-2 Disney - The happiest brand on earth22

He shifted Disneys focus around its stable of franchises to take advantage of cross-platform franchisingAcquisitionsPixar (2006)Marvel (2009)Lucas film (2012)Spreading their market to abroadBob Igers Portfolio Strategic plan05-11-2015Gp No-2 Disney - The happiest brand on earth23

Growth StrategyNew productsOnline kids gamesBroaden Disneys viewership Expand existing markets Identify new markets

Stability StrategyFocus on kids and younger segment

Bob Igers Grand strategic plan05-11-2015Gp No-2 Disney - The happiest brand on earth24

BCG matrix of Disney Business models

MediaStudioDCPWDP&RINTERACTIVE

Brand Identity05-11-2015Gp No-2 Disney - The happiest brand on earth26

Disney Case Study

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Transcript of Disney Case Study