Disney marketing management case study submitted to professor Sameer Mathur, IIM Lucknow.

2. ( you guessed it right!)
THIS PRESENTATION IS ABOUT

3. It has been
delivering
Trustworthy, Funny
and Quality
Entertainment
for the entire Family.

5. The company stumbled
for a few years, after death
of the founding brothers.
BUT, was back on its feet,
by late 1980’s
And has been shining ever since!

6. The Past Can Hurt.
But The Way I See It,
You Can Either Run
From It, Or Learn
From It
-Lion King

7. Today, Disney consist of Five
business Segments
Studio Entertainment
Parks and Resorts
Consumer Products
Media Networks
Interactive

8. The company has made
a total of 21 acquisitions.

11. Disney aims to delight the consumers in all its
endeavours, focusing on DISNEY DIFFERENCE
which stems from Walt Disney’s most
recognizable quotes “Whatever you do, do
it well. Do it so well
that when people see
you do it, they will
want to come back
and see you do it
again, and they will
want to bring others
and show them how
well you do what you
do.”

12. In the modern times, its
biggest challenge is to
maintain its 90 year old
heritage and yet innovate!

15. Disney planned its marketing strategy in
such a way that it stays on top of the mind
of its existing customers. Today, It is not
only known for its movies, but its theme
parks ,TV stations, toys and other
merchandise as well.
Disneyhaswell segmenteditself!

16. Disney is expanding its target
audience to adults as well with super
heroes like hulk, iron man, spider man
etc.
IN FACT, MARVEL’S AVENGERS
WAS ONE OF THE HIGHEST
GROSSING MOVIES OF THE
YEAR!

18. Q1. What does Disney do best to connect with its core
consumers?
Disney applies a theme based marketing strategy
for its amusement parks which ensures its impact
on the target audience according to the age groups.
It too has got entertainment programs for keeping
in mind the entire family. Its strategy accounts for
problem recognition, gathering information in
order to cater to the demands of its audience at
individual level. Its marketing scheme is well in
accordance with the social, cultural and personal
choices of various countries. Psychological factors
have also been targeted with the efficient use of
emerging technologies. It has also effectively applied
segmentation to boost its marketing strategy.

19. Q2. What are the risks and benefits of expanding the
Disney brandin new ways?
Basically, the greatest challenge Disney faces is to
preserve its 90 year old heritage while innovating.
It is this rich culture that fascinates young and old
alike. But the benefits are no doubt worth the
effort. The more it expands, the more its
popularity and customer-base increases. Also, the
existing ones are inclined to be connected with
Disney more and more. Disney invests in foreign
countries or take acquisition in areas such as
theme parks, movies etc. This helps the company
to bring more revenues and profits.
Though there will be constant risk of success in the
market, of stability of product, expansion is a
necessity.

20. •Foundedin 1923, by brothers WALT andROY
DISNEY
• Faceddifficulties after death of founding brothers
•Disney basically connects with its customers by
providing themwith quality entertainment and
innovating andexcelling in it.
•In the modern times, its biggest challenge is to
maintain its 90 year old heritage andyet innovate!

21. DISCLAIMER
Created By Anchal Aggarwal, Ramjas
College, During A Marketing Internship
By Prof. Sameer Mathur, IIM Lucknow.