Walt Disney - marketing management

1. Welcome To Our Presentation

2. The Magical Land

3. Company Profile
Founded by Walt Disney
Established in 1923
Headquartered in
California, USA
Currently world’s largest
conglomerate in terms of
revenue.

4. History
October 16, 1923:
This date is considered the start of the Disney Company first known as The Disney
Brothers Studio.
1928:
First Mickey Mouse cartoon, and the first appearance by Minnie Mouse.
1932:
Flowers and Trees, first full-color cartoon and first Academy Award winner.
1939:
The Disney Studio begins its move to Burbank, California.
1940:
Walt Disney Productions issues its first stock.

5. History
1955:
Mickey Mouse Club debuts on television.
1971:
Walt Disney World Resort opens with the Magic Kingdom and two hotels near
Orlando, Florida.
1982:
EPCOT Center opens at Walt-Disney World Resort .
1983:
Tokyo Disneyland, the first international Disney theme park, opens in Japan.
1987:
The first Disney Store opens, in Glendale, California.

6. History
1989:
Disney-MGM Studios opens at Walt Disney World Resort.
1992:
Disneyland Paris opens.
1995:
Disney agrees to purchase 25 percent of the California Angels baseball team,
Disney agrees to purchase Capital Cities/ABC for $19 billion. The Disney
Channel begins operation in the UK.
1996:
Disney Online launches Disney.com.
Radio Disney, a live 24-hour music-intensive radio network, debuts.
1998:
ESPN Magazine debuts, Disney’s Animal Kingdom opens at Walt Disney World
Resort, Disney Magic cruise ship departs on its inaugural cruise.

7. Mission
Walt Disney Company is to be one of the world's leading produ
and providers of entertainment and information. Using portfoli
brands to differentiate its content, services and consumer produ
it seek to develop the most creative, innovative and profitabl
entertainment experiences and related products in the world

8. V
i
s
i
o
n
“To make people happy”

10. Product Line
Media Network
Studio
Entertainment
Parks & Resort Consumer
Products

11. Media
Network
• ESPN
• Disney/ABC Television Group
• ABC Entertainment Group
• ABC News
• ABC Owned Television Stations
Group
• ABC Family
• Disney Channels Worldwide
• Hyperion Book s

12. • Disney Land Resorts
• Walt Disney World Resort
• Tokyo Disney Resort
• Disneyland Paris
• Hong Kong Disneyland
• Disney Cruise Line
• Disney Vacation Club
• Adventures by Disney
• Walt Disney Imagineering
Parks &
Resorts

13. • Walt-Disney Studios Motion Pictures
• Marvel Studios
• Touchstone Pictures
• Disneynature
• Walt Disney Animation Studios
• Pixar Animation Studios
• Disney Music Groups
• Disney Theatrical Group
Studio
Entertainment

14. • Disney Licensing
• Disney Publishing Worldwide
• Disney Store
• Disney Toy
Consumer
Products

15. Disney Resorts:
1. California
2. Florida
3. Tokyo
4. Hong Kong
5. Paris
Place

16. Price
Walt Disney has always targeted middle class people. The pricing strategy o
Disney is dependent on the kind of product or service they are offering. Toy
and theme park tickets are affordable whereas product of movies,
broadcasting etc are capital intensive. Another point to be noted is that the
follow seasonal pricing strategy

18. Promotional Strategy
Use TV programs, movie teasers, competitions, commercials,
billboards, online ads etc.
Offer various packages for come up in Disney
also promoted through their own channels.
Use catchy taglines
merchandises are also sold through online portals and various
retails stores.

19. Brand Réputation
•Highly Diversified Portfolio
•Strategic & Tactical Acquisitions
•Global Expansion & Alliances
•Economies of Scope
•Top Management
•Loyal Customers
•Strong Financial Position
SWOT analysis-Strenght

20. •High Cost of Operations
•Concentration of Revenues In North America
•Approaches Antitrust Law Limits
SWOT analysis-Weakness

21. •Benefits From IT Advances &
Mobile Gaming
•Build A More Eco-Friendly Image
• Further expansion in new emerging
economies
•Release of New Successful Stories &
Characters
SWOT analysis-Opportunities

22. •Financial Récession
•Increasing Piracy
•Strong Competition
•Continous Need For Technological Update
•Change in Consumers Preferences & Tastes
•Negative Publicity Due to Unexpected
Event
SWOT analysis-Threaght

23. Corporate Social Responsibility
CHARITABLE
GIVING
VOLUNTEERING BE INSPIRED
Through
contributions,
collaborating with
nonprofit
organizations, in-kind
gifts and employee
volunteerism, Disney
brings positive, lasting
change to
communities around
the world.
Disney are committed
to strengthening
communities by
dedicating their time
and talent to fill
hospital rooms with
comfort and laughter,
serve meals to the
hungry, and so much
more.
Disney believe that
their concern for kids
and families must
extend beyond their
entertainment to the
world in which they
live. They aim to
inspire people to
think creatively, live
healthier, conserve
nature and strengthen
their communities.