A MARKETING EXCELLENCE CASE STUDY BY UPKAR SINGH

HISTORY

Founded in

1923 byWalt Disney Roy

Disney

And here’s our MICKEY !!

MISSIONTo be one of the world's leading producers and providers of entertainment and information.

VISION

• Generate best creative content possible.• Fostering

Innovation.• Expanding into new

markets across the globe.

Mickey’s Best Friend

“Donald Duck” is here

too!!

Target Segments• Studio Entertainment• Parks and Resorts• Consumer Products• Media Networks• Interactive

Companies owned by Disney just keeps on going on and on…….

13th most powerful brand in the world

Revenue worth $45 Billion (2013)

Market Dominance like the T-Rex!!!

Success Mantra’s Of Disney

Pretty much the definition of Love for Uncle Scrooge Mcduck!!

Brand Identity

Youthful, magical, fun, and family oriented and true to the brand.

Personalize

All customers are unique and Disney understands that.

Adapting To ChangeDisney parks are in a state of continual change with

new entertainment. A very progressive company which keeps up to the consumer trends and needs. 

Build Lifetime ValueDisney keeps their customers so happy that they keep coming back, again and again.

Social Media

What does Disney do best to connect with its core consumers?

 Disney Difference

Focus on “Disney Difference” i.e. make the experience peculiar, the show Hannah Montana is a great example helping Disney sell millions of CD, Video games across the world.

Technology

Podcasts are an amazing way of getting connected and Disney is one of the first companies to start Frequent Podcasts.

Always has a story to tell

What are the risks and benefits of expanding the Disney Brand in new ways such as video games or superheroes?

Risks• Staying true to

its heritage and brand values

• Keeping people interested in other segments like parks, resorts

• Keeping 90 year old brand relevant

Benefits

• Increase in revenues• Achieve quality and recognition in another segment.• Connect with the audience in another way

THANK YOU

Created  by  Upkar  Singh,SRM  University  Chennai, during  a  marketing  internship  under  Prof.  Sameer Mathur,IIM Lucknow.