Báo cáo giữa kỳ Marketing Management Casestudy Disney What does Disney do best to connect with its core consumers? What are the risks and benefits of expanding the Disney brand in new ways? Walt Disneys Business Philosophy I dont draw cartoons for children, I draw cartoons in the kid in each of us. I call that child naive. In life, if for any reason that lost that innocence then it is a pity + Determining “Target needs”. + This is not a product for children its a product for people who need to return to childhood. + Walt Disneys market is for everyone. Its fun to do the impossible + Its not a question of resources its a problem of belief. + E.x: Yahoo was born with the desire to order the websites around the world, Google was born with the desire to allow users to download all websites to their computers.
CASE STUDY QUESTIONS What does Disney best to connect with its core consumers? What are the risks and benefits of expanding the Disney brand in new ways? History of formation and development 1923 The first animated movie of Walt Disney is Alice's in Wonderland 1925 Walt Disney Pictures became the studio's official name 1937 1955 Snow White Disneyland is became the famous all over highest grossing the world and film of all time attracts hundreds of millions of visitors every year 1966 Walt Disney died Walt Disney's Business Philosophy I don't draw cartoons for children, I draw cartoons in the kid in each of us I call that child naive In life, if for any reason that lost that innocence then it is a pity + Determining “Target needs” + This is not a product for children - it's a product for people who need to return to childhood + Walt Disney's market is for everyone It's fun to the impossible + It's not a question of resources - it's a problem of belief + E.x: Yahoo was born with the desire to "order the websites around the world," Google was born with the desire to "allow users to download all websites to their computers" Be aware of employees in the company who will directly produce the product and persuade the public to use it Internal branding Building internal pride is also shown by Walt Disney "brainwashing" and associating his employees thoroughly with the work Employees are "actors", companies are "runways," customers are "viewers," and remind every employee what industry they're in Be aware of employees in the company who will directly produce the product and persuade the public to use it Snow White To complete the film, the artists had to draw more than million hand paintings Banks have to worry about the film's ability to recover capital The film was a huge success when it debuted - grossing $ million in the first month after its premiere - when adult movie tickets were $ and children were $ 0.5 The film was translated into 32 languages and reprinted 54 times during the next 40 years 4 P's Of Marketing All the characters shown in the above pic are creations of Walt Disney production The brand Disney also produces many kinds of daily utility products The pricing is kept keeping the middle class in mind The tickets of Disneyland, though not cheap, are certainly not that hight priced that one can't visit frequently Disney's promotion like movies are promoted through various media Merchandising is promoted by having various retail stores, online store and on point of sale such as theme parks and resorts Product Price Promotion Place Disney theme parks and resorts are located in several regions across the world Disney also hax Disney store locations in North America, Europe, and Japan The ways of Disney to connect with their consumers Broad range of business and vivid spectrum of concepts in their shows catering to the needs and desires of a large audience base Employees are trained to be assertively friendly and try to win hearts of the guests 01 02 06 It promotes customer engagement with an emphasis on meeting the customer's needs at a time and in manner preferred by the customer The parks and resorts are maintained so well that it is difficult to find a bit of garbage anywhere 03 05 04 Disney uses technology to ensure that a customer's experience is consistent across every platform An impactful marketing scheme focusing on how it helps make unforgettable family memories Benefits Enhanced brand image, visibility Increases msrket coverage Brings new consumers into the brand franchise Makes acceptance of the new product easy High competition An unexpected failure of the product can lead to the tarnishing of the image of Disney Product has to have a high perceived value, else it will fail There is also a risk of lienating its core customer in this process THANK YOU FOR WATCHING!!!