NAME: ROUNAK SARKARCOLLEGE: NATIONAL INSTITUTE OF TECHNOLOGY, TIRUCHIRAPPALLI
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
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
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.
BRIEF HISTORY:
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
DEMOGRAPHIC SEGMENTATION-ADULT AND CHILDREN.
BEHAVIOURAL SEGMENTATION- TASTE FUN AND MAGIC.
COM
PETIT
ORS
DOLE
GREEN GIANT
WARNER BROS.
SESAME WORKSHOP
FRESH EXPRESS
NICKELODEO
N
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
DCP developed a broad range of products with Cincinnati based Kroger supermarkets.
RECOMMENDATIONS
R&D STRENGTHENING
STORY TELLING THROUGH TECHNOLOGY
CREATING NEW CHARACTERS
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.
THREATS FACED BY DISNEY:
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.
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.
CREATED BY: ROUNAK SARKARCOLLEGE: NATIONAL INSTITUTE OF TECHNOLOGY, TIRUCHIRAPPALLI
UNDER:PROFESSOR SAMEER MATHUR
INDIAN INSTITUTE OF MANAGEMENT, LUCKNOW