disney marketing analysis
Post on 04-Jun-2018
218 Views
Preview:
TRANSCRIPT
-
8/13/2019 Disney Marketing Analysis
1/22
Disney
The Walt DisneyCompany
Danjel Lessard & Lauren Northcutt
Business 308: Principles o !ar"etin#Proessor $impson
PUBLISHED BY: KHIZER HAYAT.SWL.PK %
-
8/13/2019 Disney Marketing Analysis
2/22
Disney
The Walt Disney %Company Description
What started out to e nothin# more than a dream o Walter 'lias Disney( )ith the
release o *lice in Wonderland( a series o short ilm comedies( the e#innin# o a )orld
reno)ned #loal corporation Walt Disney had e+ol+ed, Walter and his rother -oy )ere
e.ual partners in )hat )as ori#inally the Disney Brothers Cartoon $tudio in %/3 and
)ith the su##estion o -oy( it soon )as renamed The Walt Disney $tudio, *ter our
years o success and proit( Walter and -oy e1perienced a usiness set ac" )hen they
ound their ilm distriutor !,2, Win"ler had stolen their cartoon characters and
animators in attempt to undercut them, With the help rom their chie and loyal animator(
4)er"s( Walt created !ortimer !ouse( )hich )as renamed !ic"ey !ouse y his
)ie, The irst cartoon )ith synchroni5ed sound )as released at the Colony Theater in
Ne) 6or"( No+emer %8( %/8, Walt Disney )on its irst *cademy *)ard or Best
Cartoon in %/3 and continued to e honored )ith an 7scar e+ery year or a decade, Walt
Disney consumer products started )hen Walt and -oy accepted 300,00 rom a man that
insisted !ic"ey should e applied to paper to)els or school children, The company
ecame pulic in %/90 and ollo)ed )ith the release o i+e successul eature ilms(
includin# $no) White( antasia( Pinocchio( Bami and Dumo, 4n turn they
re+olutioni5ed animation ore+er, 4n %/;;( the irst o many Disneyland theme par"s )ere
opened, *t the same time( tele+ision ecame a ne)( hu#e( and successul a+enue or its
ans,
PUBLISHED BY: KHIZER HAYAT.SWL.PK
-
8/13/2019 Disney Marketing Analysis
3/22
Disney
http:))),corporate,
disney,#o,comcareers)ho,html@,Walt and -oy elie+ed that he had to stay one step ahead
o the competition in order to e the most inno+ati+e and creati+e animator o all times,
PUBLISHED BY: KHIZER HAYAT.SWL.PK 3
-
8/13/2019 Disney Marketing Analysis
4/22
Disney
4t is )ithout undeniale dispute that The Walt Disney Corporation has created an
empire that is unmatchale, They stri+ed or e1cellence and are continually chan#in#, They
ha+e surrounded themsel+es )ith the est artists( the most inno+ati+e creators( and the
ne)est technolo#y, *o+e all( the consumers are the dri+in# orce ehind the #enius
enterprise( and the t)o rothers ne+er lost si#ht o that #oal,
The Walt Disney Companys Target Market
Beore a company e+en e#ins to loo" at its ojecti+es( and mar"etin# strate#y(
they must irst decide )hat they are sellin#( and )ho they )ant to sell it to, * successul
mar"etin# plan re.uires a clearly deined and )ell researched tar#et mar"et( )ithout
"no)in# the desires and needs o the people you are sellin# to( you can not create a
product that meets those needs, The )ell deined tar#et mar"et represents one reason )hy
the Walt Disney Company has een so successul since their pulic start in %/90, Walt
and -oy Disney started this company not to satisy e+ery consumers needs( ut simple
ETo ma"e people happy,F This .uic"ly se#mented the Walt Disney Companys mar"et
into children till the a#e o aout t)el+e, *ter many years( it )as soon reali5ed that the
tar#et mar"et is not only youn# children( ut oten includes the decision ma"ers, These
are usually the parents that ta"e their "ids to the mo+ies and uy the merchandise, Disney
"no)s that its one thin# to ma"e a #reat mo+ie that "ids are e1cited aout ut the eorts
oten all short i parents dont appro+e o it,
PUBLISHED BY: KHIZER HAYAT.SWL.PK 9
-
8/13/2019 Disney Marketing Analysis
5/22
Disney
The Walt Disney Companys most recent( sli#ht chan#e in the tar#et mar"et has
come rom their ne) ideas o mar"etin# and e1pandin#, To reach "ids and teens to
promote Disneylands ;0th anni+ersary this year( Walt Disney Co, )ill use one o the
hottest G and most contro+ersial G #immic"s in the media usiness: http:))),usatoday,commoneymedia00;H0%H%?HdisneyHad+er#amin#I1,htm@,
$eein# as ho) the a#eHran#e o people that play +ideo #ames are a little older than "ids(
they )ill e tar#etin# at a teena#er le+el, The attempt to e1pand Disney into a )ireless
net)or" also stems the interest o an almost dierent type o tar#et mar"et, EThe Walt
Disney Co,s decision to launch a )ireless ser+ice aimed at its est customers G preHteen
children and their amilies G ha+e ocused a spotli#ht on t)o si#niicant industry trends:
the #ro)in# se#mentation o ser+ices mar"etin# and a ascination )ith the hottest o
those se#ments( the youth mar"et,F >http:telephonyonline,comma#telecomIser+ice
Ipro+idersItar#et@,
The Walt Disney Companys Marketing Objectives
'+ery company( )hether a ser+ice enterprise( a retail shop( a restaurant( or a
theme par" must ha+e one ojecti+e in order to e in usiness, 4t is the sole reason one
#oes into usiness( no matter ho) much they may ha+e )anted to impro+e the li+es o
others, The oremost #oal o e+ery usiness is to ma"e money, 4n an article pulished y
the London Times( ormer Chie '1ecuti+e 7icer !ichael 'isner )as .uoted as sayin#(
EWe JThe Walt Disney CompanyK ha+e no oli#ation to ma"e art, To ma"e money is our
only ojecti+e(F >-o)an( 00;@, *t the time 'isner )as C'7 o Disney rom %/89=
PUBLISHED BY: KHIZER HAYAT.SWL.PK ;
-
8/13/2019 Disney Marketing Analysis
6/22
-
8/13/2019 Disney Marketing Analysis
7/22
Disney
theatrical productions or children( teens and adults o all a#es tele+ision stations
tar#etin# a )ide +ariety o audiences = *BC or ne)s and amilies( the Disney Channel
or children( '$PN( '$PN( '$PN'W$( and '$PN or the sports anatics and e+en
$7*Pnet or the stay at home mothers and athers theme par"s li"e Disneyland(
Disney)orld and the Disney World -esort to attract amilies )ith youn#er children
loo"in# or a #ood +acation and one o their ne)est additions is the Disney Cruise Line
that tour the Bahamas and Cariean 4slands and e+en ma"e a stop at Disneys pri+ately
o)ned Casta)ay Cay 4sland >Walt Disney Co,( 00?@,
Disneyland in particular( the irst par" e+er to construct rides( sho)s and
attractions around separate themes=the themes o Walt Disneys motion pictures
>Wi"ipedia,com( 00?@=)as constructed and dedicated y Walt Disney to those people
)ho )ant to Ereli+e memories o the past and JthatKyouth may sa+or(F >Wi"ipedia,com(
Disneyland( 00?@, Disneyland itsel )as not just uilt to entertain youn# children( ut
also to #i+e their parents a +acation in a place that they could rememer rom their pasts
and relate to in a )ay or them to enjoy the e1perience,
With this impressi+e display lineup and many more to support the Walt Disney
Companys #oal o ein# a leader in entertainment it is sae to say they are )ell on their
)ay to accomplishin# this eat, Disneys reach is #loal( )ith theme par"s in China(
rance( 2apan( and all around the nited $tates, They also ha+e Disney stores across the
#loe sellin# Disney consumer products throu#hout the nited $tates and also #loally(
oth )ithin their Disney resorts and theme par"s and in #loally placed retailers, The
Disney trademar" is reco#ni5ed all o+er the )orld( once a#ain "eepin# consumers
PUBLISHED BY: KHIZER HAYAT.SWL.PK ?
-
8/13/2019 Disney Marketing Analysis
8/22
Disney
E!ic"ey !ouse minded(F and sho)in# )hat "ind o a leader Disney can e simply
throu#h the reach o its #rasps,
To ecome a leader in inormation Disney has constructed a team o people and
en#ineers and tas"ed them or this assi#nment, They call the process o de+elopin# ne)
technolo#y Disney 4ma#ineerin#, This is asically the research and de+elopment section
o Disney )hich thin"s up( desi#ns( and implements all aspects o the Walt Disney
Company, rom de+elopin# rides and attractions o Disneys theme par"s( )ater par"s(
and cruise ships to their Disney resorts( Disney 4ma#ineerin# is in+ol+ed in all
de+elopment,
The #oal o the Disney 4ma#ineerin# section is to continuously desi#n and
implement ne)( un and e1citin# products or the Disney Company that )ill attract(
ama5e( and e1cite their customers, By de+elopin# un ne) rides or Disneyland par"s
that drop you aster than #ra+ity( ne) mo+ie technolo#ies oerin# cuttin# ed#e +isual
eects( or e+en cominin# the t)o into one #ut )renchin#( heart stoppin#( screamHoHaH
#oodHtime they ha+e reali5ed their #oal,
The latest e1ample o inno+ation at the Walt Disney Company is discussed in an
issue o Business Wee" on No+emer %( and it outlines plans y Disney to release a
moile phone ser+ice in 2apan, Disney )ill e in+ol+ed in the phone rom the #round up(
rom de+elopin# the handsets to dealin# )ith suscriptions, 4n order to stay true to
Disney practices( they )ill e oerin# content dealin# )ith their characters and
distriutin# cartoons to their suscriers >Telecom *sia( 00?@, The cell phone mar"et is
one o the astest #ro)in# mar"ets in the )orld( #ro)in# in leaps and ounds=Hrom
%%0(000(000 people in the nited $tates in the year 000 to %;/(000(000 people in just
PUBLISHED BY: KHIZER HAYAT.SWL.PK 8
-
8/13/2019 Disney Marketing Analysis
9/22
Disney
003 >Ber#man( 009( and 2ohanson( & Oin#( 00@, *s the use o cell phones continues
to increase at an e1ponential rate it ecomes more clear ho) important it is to ha+e a
sta"e in them( and Disney( reali5in# this( has ecome a player in the mar"et and is usin#
cell phones to spread their company name, To do this they oer many thin#s that are
popular amon# cellphone users( such as rin#tones( #raphics or )allpapers( #ames( and
te1t messa#e updates, Disney oers a cellphone in the nited $tates( ho)e+er Disney
has recently announced it )ill e discontinuin# their cellphone ser+ice as o the end o
the year( Decemer 3%( 00?, They did not #i+e any speciic reasons or the cessation
>Disneymoile,#o,com( 00?@,
The utili5ation Disney has made o the moile phone ser+ice rin#s to li#ht their
trend o tar#et mar"etin#, Cellphone users continue to #ro) youn#er as the de+ices
ecome more popular and easier to aord( and Disney is tryin# to reach them, 4n an
article y !erissa !arr in the Wall $treet 2ournal on No+emer %/( 00?( this mar"etin#
strate#y is sho)n e+en more prooundly, or years Disney has attracted youn# #irls
throu#h the Disney Princesses Belle( *riel( $leepin# Beauty( $no) White( Cinderella(
and 2asmine, No) Disney is under continuous pressure to continue #ro)in# their Disney
Princess $ector( and the result is the tar#etin# o e+en youn#er #irls = #irls still in the
cri, To accomplish this Disney )ill e ma"in# products such as cris and +arious inant
products picturin# the +arious princesses and e+en some ne) princesses )ho are due to
ma"e their appearances in the near uture >!arr( 00?( B%@,
PUBLISHED BY: KHIZER HAYAT.SWL.PK /
-
8/13/2019 Disney Marketing Analysis
10/22
Disney
The Walt Disney Companys Industry nalysis
The Walt Disney Company is in the entertainment industry, This is a +ery simple
)ay o sayin# somethin# much more complicated: The Walt Disney Company is in
usiness to produce entertainin# theatrical productions that are amily oriented and
amily riendly they are in usiness to create products and toys that )ill promote their
theatrical productions that are oth entertainin# and sae or children( and also
stimulatin# enou#h to attract ne) customers they are in usiness to entertain amilies
)ith children )ho are loo"in# or a un( interacti+e and sae +acation spot oth )ith
resorts and par"s( and also cruise lines and inally they are in the usiness in "eepin#
their name reputale and sustantial in a #ro)in# usiness,
* "ey point that is +ery important to stayin# reputale in the consumer products
industry is saety, *n e1treme e1ample o this is portrayed in the Wall $treet 2ournal y
Nicholas Casey on No+emer 0( 00?, This article hi#hli#hts the prolems !attel has
een ha+in# )ith their toy manuacturers in China and lead paint le+els in the paints that
are dan#erous or children >B8@, The rise in these dan#ers ha+e raised la)suits a#ainst
!attel and Toys E-F s( a lead distriutor( and it is in .uestion )hether or not the !attel
Company )ill sur+i+e ecause its name is no) tarnished,
The Walt Disney Company has a lon# history and an estalished name( not only
in the nited $tates ut throu#hout the )orld, Walt and -oy Disney ounded the Walt
Disney $tudios in %/3( produced its irst ull len#th animated eature ilm( $no) White(
in %/3?( and the rest is history >Datamonitor( 00?( p, /@, rom there they #re) into an
entertainment po)erhouse ac.uirin# TA channels( uildin# theme par"s ased on their
PUBLISHED BY: KHIZER HAYAT.SWL.PK %0
-
8/13/2019 Disney Marketing Analysis
11/22
Disney
animated ilms and youthul dreams( and #ro)in# into one o the most reco#ni5alyH
named companies in the )orld, 4 The Walt Disney Company )ere to incur a spot on
their name in the same )ay !attel suered due to the lead scandals( ho) )ould Disney
are 4 history )ere to repeat itsel( it )ould say that a tarnished name spells a ad ate
or any company,
*s #enerations chan#e so do their #oals and +ie)s o lie, or e1ample( the Bay
Boomer #eneration is +ery )or" oriented and dedicated to their proessional lie( and
sometimes their amily li+es suered ecause o it, 7n the other hand( Qeneration R are
more amily oriented than their parents #eneration, *s descried y Lam( Sair( and
!cDaniel in !ar"etin# /th'dition >008@( EQen Rers are a hi#hly desired tar#et or
tra+el pro+idersQen Rers ha+e no .ualms aout ta"in# a mid)ee" trip or un(F >p, 80@,
Qeneration R li"e to ta"e spur o the moment trips and are not necessarily as )orried
aout the completion o their jo tas"s( )hich not only ma"es them more attracti+e to
tra+el pro+iders ut also to companies )ho pro+ide +acation resorts( or( more
speciically( theme par"s,
Because the #enerations are chan#in# and amilies are more prone to ta"in#
+acations( the entertainment industry is a hot commodity, This produces a demand or
entertainment and many opportunities or ne) players to enter the mi1, This also creates
a lot o competition( e+en or Disney( a )ellHestalished entertainment company, 4n
Disneys case( a lot o their competitors or their +acation spots are the same as their
competitors or their theatrical productions: ni+ersal $tudios has theme par"s and( li"e
Disney( is a #loal or#ani5ation )ith operations in the nited $tates( 2apan( $in#apore(
Duai( and Oorea Paramount Par"s is a more local e1ample )ith many par"s situated
PUBLISHED BY: KHIZER HAYAT.SWL.PK %%
-
8/13/2019 Disney Marketing Analysis
12/22
Disney
throu#hout the nited $tates and one in Canada and Disneys most ad+erse competitor(
and the leader in numers in the industry o theme par"s and amusement par"s( is $i1
la#s Theme Par"s )ho is also associated )ith Warner Brothers $tudios >Wi"ipedia,com(
00?@, Disney ho)e+er has the ad+anta#e in its #loal reach( )here $i1 la#s is
domestic, *lso( industry )ide( Disneys name and history in the entertainment industry
supersedes all o their competitors,
The history and name o Disney are +ery important )hen it comes to competition
in terms o positionin# their products and ser+ices in the minds o their consumers,
Position as deined y Sair( Lam( and !cDaniel >008@ is( Ethe place a product( rand(
or #roup o products occupies in the consumers minds relati+e to competin# oerin#s(F
>p#, 3%@, The Walt Disney Company utili5es multiple positionin# ases to their
ad+anta#e( due to their lon#( successul history,
The attriute ase is employed )ithin Disney y the customer eneit=Ha amilyH
riendly( sae( un en+ironment that is open or usiness all year, Disney oers specials
or amilies( such as discounts on li#hts( car rentals and hotel rooms=many are seasonal=
to attract more people to their par"s( and this tactic is considered in the price and .uality
ase indicatin# a +alue ar#ain to their potential customers, But the most important
positionin# ase utili5ed y the Walt Disney Company is the one that distinctly sets them
apart rom any o their competitors: 'motion >Sair( Lam & !cDaniel( 008( p, 33@,
'motion is( Eho) the product ma"es customers eel(F >Sair( Lam & !cDaniel(
008( p, 33@, This is )here the Disney history comes into play in a hu#e part ecause(
ein# ounded as a cartoonin# company in %/3 that produced )idely popular childrens
+ideos( the name Disney has een a part o peoples li+es or a +ery lon# time, 'nterin# a
PUBLISHED BY: KHIZER HAYAT.SWL.PK %
-
8/13/2019 Disney Marketing Analysis
13/22
Disney
place called Disneyland( )hich emodies the characters e+ery child has enjoyed since
%/3( can ha+e the eect o rin#in# the ond memories o their childhood ac" to them(
producin# a sense o eternal youth, *nother ad+anta#e or Disney is that not only can it
ha+e an attractin# eect on adults( ut ecause Disney is no) a po)erhouse in the
entertainment industry and reco#ni5ed throu#hout the )orld( they can attract children o
+arious a#es, Disney can attract youn#er children )ho identiy )ith the Disney
characters and enjoy seein# them in ull lie orm, Disney can also attract the older
children )ho still identiy )ith the characters in the orm o "no)in# them and enjoyin#
the mo+ies they ha+e seen them in( ut also enjoy the themed rides that eature their
a+orite mo+ies and characters in them,
To conclude the industry analysis the entertainment usiness is a #ro)in#
usiness due to the chan#e in demo#raphics and the orientations o todays #enerations,
Disney has a stron# oothold in the industry( a eat accomplished mainly due to their
history and roots in the *merican culture, Their reach to the our corners o the nited
$tates and eyond has aided Disneys stron#hold on the entertainment industry,
The Walt Disney Companys S!W!O!T nalysis
There are our thin#s an or#ani5ation should consider and analy5e durin# +arious
sta#es throu#hout the iscal year that are crucial to "eepin# up )ith the competition and
#i+in# a relati+ely accurate perspecti+e on )here they stand, Those our thin#s are the
companies $tren#ths( Wea"nesses( 7pportunities and Threats >oten reerred to as the
$W7T analysis@, The $W7T analysis helps an or#ani5ation understand the current and
PUBLISHED BY: KHIZER HAYAT.SWL.PK %3
-
8/13/2019 Disney Marketing Analysis
14/22
Disney
potential en+ironment or their particular product and ser+ice >Sair( Lam & !cDaniel(
008( p, 90@ )hich allo)s them to adjust their mar"etin# tactics in order to help ocus
their strate#y, When doin# a $W7T analysis it is important to reco#ni5e that the
$tren#ths and Wea"nesses are internal relections( )hereas the 7pportunities and Threats
are e1ternal relections,
The Walt Disney Comany!s St"en#ths
Disney
Dreamer 00?@,
Walt Disney had many ideas that helped the Walt Disney Company #ain the
stren#th o ha+in# such a tremendous oothold in the mar"et to this day The Walt Disney
Company is the second lar#est media and entertainment corporation in the )orld( ater
Time Warner( accordin# to ores, 4n a report y Datamonitor >00?@ the Walt Disney
Company( to#ether )ith its susidiaries( is a di+ersiied entertainment company, 4t o)ns
media net)or"s as )ell as par"s and resorts, 4t also ma"es mo+ies and mar"ets consumer
products,
urthermore( the company clearly has de+eloped a +ery stron# and )ell "no)n
-
8/13/2019 Disney Marketing Analysis
15/22
Disney
po)erul rand names in the entertainment industry, *ccordin# to Datamonitor 00?( the
Walt Disney Company )as ran"ed 8th in the Top %00 Qloal Brands ran"in# o the
BusinessWee" !a#a5ine and 4nterrand( a randin# consultancy( in 00M, Not only does
the company ha+e a stron# corporate rand( they ha+e additional rands such as '$PN
>one o the i##est sports channels in the )orld@( !irama1( Touchstone( and Pi1ar,
These( ein# other rands o Disney( ha+e hi#h rand e.uity, Because o this( the
a+ailaility o enterin# ne) usinesses and ein# ale to produce ne) rand products is
.uite accessile,
*ccordin# to Telephonyonline( the Walt Disney Company is attemptin# to e1pand and
team )ith $print to create a moile +irtual net)or" operator >!AN7@ ser+ice that tar#ets
amilies )ith children and adult Disneyphiles, With this said( they are #oin# a dierent
direction to e1pand their already road product portolio, The company already operates
throu#h our dierent usiness se#ments, These se#ments consist o media net)or"s(
par"s and resorts( studio entertainment and consumer products,
The Walt Disney Comany!s Wea$nesses
T)o o the Walt Disney Companys main )ea"nesses relate )ith a #reat
possiility o prolems, The idea o Disneys re.uent chan#e in top mana#ement and the
tremendous amount o employees is )here the prolems all arri+e, *s o $eptemer
00?( there )ere %30( 000 people )or"in# or Disney in some )ay or another, By
e1pandin# their road product portolio and #ainin# many dierent niches it #i+es them a
i##er ima#e( ut it also means that there are #oin# to e that many more )or"ers, This
PUBLISHED BY: KHIZER HAYAT.SWL.PK %;
-
8/13/2019 Disney Marketing Analysis
16/22
Disney
means #reater possiilities or miscommunication and a hi#h chance or a ureaucracy in
the company,
The most recent )ea"ness o the Walt Disney Company has come rom Son#
Oon# Disneyland -esort, *ccordin# to many( the resort has yet to li+e up to the
e1pectations o Disneys resorts and par"s, EThe %,8 illion theme par" has only %M
attractions( only one o )hich is a classic Disney thrill ride >$pace !ountain@( compared
to ; at Disneyland -esort Paris, * recent study o Son# Oon# Polytechnic ni+ersity
sho)ed that ?0 o the local residents had a ne#ati+e opinion o Son# Oon# Disneyland
-esort,F >Datamonitor( 00?@, 4 the do)n)ard slopin# perormance o this resort
continues( the ima#e o the Disney Company )ill also start to ta"e that direction,
The Walt Disney Comany!s %o"t&nities
The mar"ets o today are ecomin# more +ersatile to outsourcin# and
#loali5ation, The trend to)ards #loali5ation is not immune to the entertainment
usiness and The Walt Disney Company is re+ealin# this y e1pandin# outside o the
nited $tates and oerin# theme par"s in rance( 2apan and China, *ccordin# to
Datamonitor( nearly ; o their operatin# income comes rom outside the nited $tates
and Canada >Datamonitor( 00?( p#, @, *nother e1pansion opportunity rom ,$, soil
)as mentioned earlier re#ardin# the Disney Cruise Line( a ser+ice )ell placed and
#ro)in# in popularity,
*nother opportunity or Disney )as also mentioned earlier considerin# Disney
and their 4ma#ineerin# section, -esearch and De+elopment has promised to pro+ide ne)
PUBLISHED BY: KHIZER HAYAT.SWL.PK %M
-
8/13/2019 Disney Marketing Analysis
17/22
Disney
attractions such as the indin# Nemo $umarine Aoya#e presentin# an Eunder the sea
e1perienceF or consumers >Datamonitor( 00?( p#, 3@,
The Walt Disney Comany!s Th"eats
Threats that are more pre+alent in the era o #loali5ation are the la)s and
re#ulations o other countries, There is a need or constant monitorin# o the dierences
in the la)s o other countries and the nited $tates )hen or#ani5ations are outsourcin#,
4n Disneys case their theme par"s must meet the saety re#ulations o the countries in
)hich they operate in order to stay in usiness and maintain their international status,
*s )ith any usiness a main aspect o the Threat analysis is the competition, The
analysis o )hat competitors are sellin#( ho) they are sellin# it( )hether or not they are
sellin# it eecti+ely and proitaly and ho) your product or ser+ice dierentiates rom
theirs is a crucial )ay to "no) ho) to attract more customers to your or#ani5ation,
4n the case o The Walt Disney Company and the theme par" industry there are
many competitors( such as Paramount Par"s( ni+ersal $tudios and $i1 la#s Theme
Par"s( as mentioned earlier, So)e+er( there are many other less +isile competitors that
one mi#ht not naturally thin" o )hen assessin# the competiti+e mar"et in )hich Disney
deals, or e1ample( there are hundreds o )ater par"s and +arious unple1es that can also
e considered as cheaper or more +aluale competition or Disney, Competition( in any
orm( can diminish Disneys mar"et share in the entertainment industry >Datamonitor(
00?( p#, 3@,
PUBLISHED BY: KHIZER HAYAT.SWL.PK %?
-
8/13/2019 Disney Marketing Analysis
18/22
Disney
The Walt Disney Companys Marketing Mi"
*ccordin# to Lam( Sair( and !cDaniel in !ar"etin# / th'dition >008@( Ethe
mar"etin# mi1 is a uni.ue lend o product( place( promotion and pricin#(F >p, 98@,
Those our Ps are the s"eletal aspects or a product industry( ho)e+er( it is clear that The
Walt Disney Company does not solely pro+ide products ut also( in the case o their
theme par"s( they are pro+idin# a ser+ice, Thereore( three additional Ps are needed
people( process( and presentation,
The 'o&" Ps o( The Walt Disney Comany
The Walt Disney Company is +ery #ood at the product and placin# aspects o the
our Ps( resultin# rom o+er ei#hty years e1perience in the usiness, This history has
#i+en them an ad+anta#e o instinct and amiliarity )hen it comes to sellin# their
products, *s ne) theatrical productions are released( it allo)s or ne) product lines
ased o the eatures characters to e made and sold in strate#ically placed stores
throu#hout the nited $tates, The stores are located in malls and super centers( in uran
locations in order to or them to e +isile( and they are nationally located )ithin their
theme par"s )here they )ill e hea+ily sou#ht ater y ea#er +acationin# amilies,
The ne1t t)o Ps are promotion and pricin#, Promotion is intert)ined throu#hout
The Walt Disney Company( suracin# in theatrical productions( oo"s( consumer
products and theme par"s, '+ery aspect o Disney promotes not only itsel ut e+ery
PUBLISHED BY: KHIZER HAYAT.SWL.PK %8
-
8/13/2019 Disney Marketing Analysis
19/22
Disney
other aspect as )ell in a circular rotation and( as -oy Disney )as .uoted earlier( E"eeps
JconsumersK !ic"ey !ouse minded,F
$ince Disney is a amily oriented company they )ant to e ale to attract amilies
o median incomes, Thereore( the pricin#( relati+e to the theme par"s and true to the
pricin# strate#y is( Ethe .uic"est element to chan#e(F >Sair( Lam & !cDaniel( 008( p,
9/@, The prices or admission are suject to the seasons, Disney ads on tele+ision are
oten seen oerin# pac"a#es or Eround trip airare or cheap(F E"ids ly ree(F and Ehotel
pac"a#esF all to attract consumers to their par"s and resorts,
The Th"ee A))itional Ps o( The Walt Disney Comany
To address the three additional Ps >people( process( and presentation@ Disney has
constructed its o)n ni+ersity that employees must attend and complete eore e+er
ein# allo)ed to )or" at a Disney Theme Par", *ccordin# to 2im Cunnin#ham the
customer ser+ice o The Walt Disney Company is "no)n as ein# the est in the )orld(
and Disney ni+ersity emphasi5es t)o "ey points: EThe ront line is the ottom line(F
and( E4ts %0 percent product and /0 percent ser+ice(F >$er+ice( %//?@, This rea" do)n
sho)s Disneys de+otion to their customers and their customers e1periences )hile
encounterin# the Disney tradition,
Conclusion
*ter careul and in depth analysis rom an outside perspecti+e there are many
thin#s that )e ha+e ound to e true: The Walt Disney Company in +ery interdependent
PUBLISHED BY: KHIZER HAYAT.SWL.PK %/
-
8/13/2019 Disney Marketing Analysis
20/22
Disney
on its +arious sections it is a #loal leader in the industry o entertainment and it is a
continuously #ro)in# company )ith a stron# oothold on se+eral aspects o usiness
practices, Because Disney depends on its studio productions to act not only as an
insti#ator o their product lines( ut also as a continuous ad+ertisement( e+erythin# seems
to e codependent on this startin# point, The studio productions seem to #et the all
rollin#( pro+idin# characters to ase their products ater( and themes to model their
attractions,
Because o the rich selection Disney has rom )hich to produce its products and
attractions( it enales Disney to ha+e many options and opportunities to e1pand their
product lines, They certainly are a leader in the domestic mar"et in the nited $tates(
and )ith their reach into many dierent di+erse countries their #loal e1pansion is also
amon# the tops in the industry,
The most asic #oal o The Walt Disney Company is( ETo ma"e people happy,F
Because they ha+e een producin# ilms or children since %/3( and their aility to
in+o"e a eelin# o eternal youth just throu#h the mention o their name( it )ould seem
that they ha+e done an e1cellent jo in ulillin# that #oal,
PUBLISHED BY: KHIZER HAYAT.SWL.PK 0
-
8/13/2019 Disney Marketing Analysis
21/22
Disney
#$%$#$&C$S
Ber#man( !i"e >009@, ,$, Cell phone use up more than 300 percent( $tatisticalastract reports, 4n ,$, Census Bureau Ne)s J7nlineK, *+ailale:
http:))),census,#o+PressH-elease)))releasesarchi+esmiscellaneous003%3M,html
Casey( N, >00?( No+emer 0@, Caliornia $ues Toyma"ers 7+er Lead -is", The Wall$treet 2ournal, pp, B8,
Sair( , 2r,( & Lam( C, W,( & !cDaniel( C >008@, !ar"etin# /th 'dition , 7hio:Thomson Si#her 'ducation,
2ohanson( Lars( & Oin#( Qlenn >00@, Cell phone users surpass %00 million( accordin#to ne) statistical astract, 4n ,$, Census Bureau Ne)s J7nlineK, *+ailale:
http:))),census,#o+PressH-elease)))releasesarchi+espopulation00099M,html
2ud#e( T,( & -oins( $, P, >00?@, 7r#ani5ational Beha+ior: %th 'dition , Ne) 2ersey:Pearson Prentice Sall,
!arr( !, >00?( No+emer %/@, Disney -eaches to Cri to '1tend Princess !a#ic, TheWall $treet 2ournal( pp, B%,
!ichael 'isner Bio#raphy >00?( No+emer 8@, Disneys Dream)ea+er J7nlineK,*+ailale: http:))),achie+ement,or#autodocpa#eeis0ioH%
7erleitner( C, W, >00?@, -,4,P = EThe Sappiest Place on 'arth,F 4n The Business o$ho) J7nlineK, *+ailale:http:))),oemediaone,compa#esusinessIoIsho)osI00?%0H%MI-4PITSP7',htm
-o)an( D, >00;( Decemer %/@, Disneys !ar"etin# !ena#erie, The Times J7nlineK,*+ailale:http:))),timesonline,co,u"tolcommentcolumnists#uestIcontriutorsarticle?M?M0M,ece
$er+ice( D, >%//?@, Disney ni+ersity: No !ic"ey !ouse Customer $er+ice JonlineK,*+ailale:http:))),emory,edu'!7-6I-'P7-Terarchi+e%//?eruary'-e,3I3I/?Disney,html
Telecom *sia >00?( No+emer %@, Disney Plans to Launch !oile Phone $er+ice in2apan, Business Wee" J7nlineK, *+ailale:
PUBLISHED BY: KHIZER HAYAT.SWL.PK %
http://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.htmlhttp://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.htmlhttp://www.census.gov/Press-Release/www/releases/archives/population/000446.htmlhttp://www.census.gov/Press-Release/www/releases/archives/population/000446.htmlhttp://www.achievement.org/autodoc/page/eis0bio-1http://www.obemediaone.com/pages/business_of_show/bos_2007/10-16_RIP_THPOE.htmhttp://www.obemediaone.com/pages/business_of_show/bos_2007/10-16_RIP_THPOE.htmhttp://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article767606.ecehttp://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article767606.ecehttp://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3/2_3_97Disney.htmlhttp://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3/2_3_97Disney.htmlhttp://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.htmlhttp://www.census.gov/Press-Release/www/releases/archives/miscellaneous/003136.htmlhttp://www.census.gov/Press-Release/www/releases/archives/population/000446.htmlhttp://www.census.gov/Press-Release/www/releases/archives/population/000446.htmlhttp://www.achievement.org/autodoc/page/eis0bio-1http://www.obemediaone.com/pages/business_of_show/bos_2007/10-16_RIP_THPOE.htmhttp://www.obemediaone.com/pages/business_of_show/bos_2007/10-16_RIP_THPOE.htmhttp://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article767606.ecehttp://www.timesonline.co.uk/tol/comment/columnists/guest_contributors/article767606.ecehttp://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3/2_3_97Disney.htmlhttp://www.emory.edu/EMORY_REPORT/erarchive/1997/February/ERfeb.3/2_3_97Disney.html -
8/13/2019 Disney Marketing Analysis
22/22
Disney
http:))),usiness)ee",com#loali5contentno+00?#00?%%%IM0/88?,htmchanUtopVne)sItopVne)sVinde1I#loalVusiness
The Walt Disney Company >00?( $eptemer M@, Datamonitor: Company ProileJ7nlineK, *+ailale at http:))),datamonitor,com
The Walt Disney Company >00?@, Who We *re, Corporate Disney J7nlineK,*+ailale: http:corporate,disney,#o,comcareers)ho,html
The Walt Disney Company >00?@, Disney !oile J7nlineK, *+ailale:http:disneymoile,#o,comhomehomepa#e,html
Wi"epedia Co,( ed,
top related