Walt Disney Co.

History

Started in 1923 by two brothers – Walt and Roy Disney

Originally called Disney Brothers

Changed to Walt Disney in 1926

Walt originally worked for an advertising firm

Timeline

1932 – First Academy Award

1937 – Snow White and the Seven Dwarfs, Disney’s first full-length film, debuts

1955 – Opening of the first theme park in California

1983 – First international Disneyland opens in Tokyo

1984 - Disney Channel on cable

Business Components

Media Networks

Parks and Resorts

Studio Entertainment

Consumer Products

Creativity

Walt Disney had very limited economic resources

He was also burdened with debt

He came up with many creative ways to let the public know what he was doing

Advertising Techniques

1.) Capitalize on current events

2.) Get employees behind product

3.) Embrace new technology

4.) Publicity is better than advertising

The Walt Disney Company Today

Annual Revenue of approximately $35 billion

#2 media business (behind Time Warner)

References

http://www.frugalmarketing.com/dtb/walt-disney.shtml

http://www.adbrands.net/us/disney_us.htm

http://animation.about.com/od/industryprofiles/p/waltdisney.htm