Disney case study to bring out its reason for success and risks and benefits associated.

2. WHEN WHERE WHY
Ø Founded in 1923 in
Los Angeles
Ø Founded by Walt
and Roy Disney
Ø Soul purpose of
entertainment of
people

3. Core Values

4. It all started with a
mouse!!!

6. Disney vs Competitors
Owing to Disney’s widespread business sector it
faces different major competitors in each one of
them yet it has emerged to be uniquely
outstanding in all the fields.

7. How does it do this?
Extensive consumer behavior and
Market analysis
üOriginal and creative content
üUnderstanding consumer expectations
üContinuous improvisations
üEvents and Experiences
üWell framed Advertisements

8. Original and creative contents
Ø Pioneering animation world
Ø Unique characters
Ø Dream it Achieve it

9. Understanding consumer Expectations
ØFactors affecting consumer
behavior
• Cultural
• Social
• Personal
ØPsychological processes involved

10. Continuous Improvisations
Ø Expansion into 5 business segments
Ø Partnering with ABC Television network
Ø Acquiring Pixar, Marvel and Lucas Films
Ø Disney Infinity Gaming Platform

11. Major
Business
Segments
Parks and
Resorts
Studio
Entertain
ment
Interactive
Media
Networks
Consumer
Products
Revenue Share

12. Disney Brand Extension

13. Events and Experiences
Ø1st world theme park of Disney comes up in
Florida in 1971
ØParks and Resorts focusing on Disney’s 11 theme
parks
ØTrained officials in these parks and resorts

14. Well Framed Advertisements
Targeting new
consumer segment
Promoting Disney resorts

15. SWOT Analysis

16. What does Disney do best to
connect to its core consumers?
• Original, creative and
attractive content
fulfills the
entertainment desire
of a wide range of
customers
• Its marketing
campaign aims at
providing
unforgettable family
memories.

17. • Employees are trained
to be customer friendly
and several moments of
magic for guests are
planned
• Disney Infinity
gaming platform
has helped to
connect to
customers on a
whole new level

18. What are the risks and benefits of expanding the
Disney Brand in new ways, such as video games
or superheroes?
Risks
• Failure of one product
can damage the whole
brand image.
• High brand expansion
confuses consumers
about the core values
of the company.
• Tough competition
from already
established brands in
gaming platforms.

19. Benefits
• Low risk due to established brand
loyalty.
• Goes along with the brand values
of innovation.
• Helps in widening of customer
base.
• Increases shelf space and visibility
of the brand making acceptance of
new products easier.

21. Created by Sagar Sengar, IIT Kharagpur during a marketing
internship under Prof. Sameer Mathur, IIM Lucknow.