THE TALE OF A WHOLE NEW WORLD

The Walt Disney world

TO THE PAST…

FOUNDED BY BROTHERS WALT AND ROY DISNEY IN 1923.

BIRTH OF MICKEY MOUSE IN 1932,FOLLOWED BY PLUTO,GOOFY,DONALD DUCK AND THE REST

DISNEY’S FIRST FULL LENGTH ANIMATED

FEATURE,SNOW WHITE AND THE SEVEN DWARFS

RELEASED IN 1937 LAUNCHED INTO THE PRODUCTION OF TELEVISION

PROGRAMS IN 1940S

EXPANSION BEYOND FILMS AND TELEVISION IN

1950s

DISNEYLAND OPENED IN 1955

THE BEGINNING OF DISNEY THEATRE IN 1980S

EVOLUTION OF THE EMPIRE

All our dreams can come true, if we have the courage to pursue them. If you can dream it, you can do it. It's kind of fun to do the impossible.

WHAT WAS WALT DISNEY’S DREAM?

A MAN WHO BELIEVED IN HIS DREAMS, WALT HAD MULTITUDE OF DREAMS,ALL OF WHICH SUM UP BY THIS ONE SENTENCE , “HE WANTED TO USE HIS TALENT AND INTEREST IN ART TO CREATE THE WHOLESOME ENTERTAINMENT ,WHICH THE ENTIRE FAMILY COULD ENJOY”.

THE PRESENT SCENARIO

BUSINESS SEGMENTS

DECODING THE “DISNEY” BRAND STRATEGY

BRAND IDENTITY

BRAND NAME IS THE BLANKET FAMILY NAME THIS INCREASES MEMORABILITY SHOWS HOW MUCH WALT WAS PASSIONATE ABOUT DREAM

TARGET DISNEY TARGETS NOT ONLY CHILDREN,BUT ALSO THEIR PARENTS, TO BRING

ENTERTAINMENT TO ENTIRE FAMILY. WALT DISNEY HIMSELF SAID, “YOU ARE DEAD IF YOU AIM ONLY FOR

KIDS.ADULTS ARE ONLY KIDS GROWN UP ANYWAY.”

POSITIONING 1)DISNEY KNOWS HOW TO TREAT ITS CUSTOMERS WELL. IN THEME PARKS EMPLOYEES HAVE TO SMILE ALWAYS AS AN INSTANCE.

2)DISNEY USES STRONG SLOGANS LIKE “WHRE THE MAGIC LIVES”,WHICH REFER DIRECTLY TO THE MYSTERIOUS WORLD,WHICH HAS UNFORGETTABLE EXPERIENCES FOR CUSTOMERS IN STORE. IT PRODUCES MOVIES WITH STRONG MORAL LESSONS.

BRAND PROMISE,MESSAGE AND MANTRA >KEEPS ITS PROMISE OF BRINGING JOY

>HAS A LOUD AND CLEAR MESSAGE >THE BRAND MANTRA CAN BE EXPLAINED IN THREE

WORDS:FUN,FAMILY AND ENTERTAINMENT

Television networks under disney

Media networks

Creates films and theatrical performances

Studio entertainment

11 theme parks and other amusement assets

Parks and resorts

DIVERSIFICATION

USE OF ONLINE INERACTION

CONSUMER PRODUCTS

SELLS DISNEY BRAND PRODUCTS

INTERACTIVE

DIVERSIFICATION(2)

CHALLENGES AHEAD…. >STAYING TRUE TO ITS LEGACY ,WHILE ALSO BEING UP TO DATE WITH LATEST INNOVATIONS >ADJUSTING TO EVER CHANGING MARKET TRENDS >ENDLESS COMPETITION >TO NEVER LOSE THE BRAND IMAGE

RECAP

DISCLAIMER

Created by Ishita Chaudhary,VIT Vellore,during a marketing internship by Prof Sameer Mathur,IIM Lucknow