DISNEY's Success Story

This is presentation on the brand DISNEY, done as a case study for the Marketing Internship under Prof. Sameer Mathur, IIM Lucknow

1. All our dreams can come true, if we have the courage to pursue them
~ Walt Disney

2. Genesis Of A Dream!
Disney was founded by
brothers Walt and Roy
Disney in 1923.
The brand has always
been synonymous with
trust, fun and quality
entertainment for the
entire family…
“I am interested in
entertaining people, in
bringing pleasure, particularly
laughter, to others, rather
than being concerned with
‘expressing’ myself with
obscure creative impressions”
~ Walt Disney

3. Magnificent Mickey!
After Disney’s shaky start as a
cartoon studio, it introduced
Mickey Mouse, the world’s first
cartoon made with sound as well
as picture qualities.
It was a runaway success, and
today, Mickey Mouse is still one of
the most popular cartoon
characters ever made ….

4. Produced the world’s first full length animated film Snow
White and the Seven Dwarfs. From 1940s to 1960s,
Disney produced several animated classics including
Pinocchio, Bambi, Cinderella, etc.
After the death of Walt and Roy Disney, between the late
1980s and 2000, Disney entered the Renaissance era,
and released more ground-breaking animated films.
Today, Disney has over 6000 characters, including short
films and documentaries!

5. Disney’s TV Shows Weren’t Just About Animated Cartoons

6. Disney’s present market focuses on five major products…

7. Extended its
movie-
making
market by
venturing
into the
Superheroes’
World

8. What makes
Disney’s path of
success unique?

9. Targeting different levels of customers…
Children –
Primary Direct
Influencers

10. Superhero
crazy teens
and young
adults!

11. In Disney,
amusement is for
everyone…
EVERYONE!

12. The Employees
are Friendly,
Figurative and
Fun!
Customer Satisfaction-
Employees are trained to be
‘assertively friendly’ and
helpful. In Disney, EVERY
DETAIL MATTERS!

13. Disney Scores Customers Online As Well!

14. Hawaii California
Florida
ParisChina JapanHong Kong
Broad Market Coverage:
You’re never too far away from DISNEY!

15. Watching Programs
on Disney Channel-
10 billion hours
At Disney’s Resorts
and Theme Parks-
800 million hours
Watching Disney
Movies-
1.2 billion hours
Influencing Consumer Lifestyle-
Time spent by Disney consumers in different market segments each year…

16. Positioning Disney’s Brand in the Gaming Segment

17. Disney’s Brand Expansion Strategy
Benefits-
•Access to new markets. More
number of customers to target.
•If the brand becomes successful
in the new markets, increases
brand equity and company’s
profit.
•Helps the brand to stay in tune
with the changing consumer
demands.
Risks-
•New products may adversely
affect the brand’s hereditary
image.
•Greater number of competitors

18. ~Disney’s Psychological Influence~
“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.”
~ Walt Disney

19. So, What
Are You
Waiting For?
The World Of Disney
Awaits You…LET
THE MEMORIES
BEGIN!

20. SUMMARY:
•Disney was founded by brothers Walt and Roy Disney in 1923.
•It started off as a cartoon studio. After a shaky start of five years, it introduced
Mickey Mouse, which turned out to be a runaway success.
•From 1940s to 2000, Disney released several full length animation films. Today,
Disney has more than 6000 characters, including short films and documentaries.
•Disney produced several TV shows as well –Eg: Hanna Montana, Jessie, The Wizards
of Waverly Place, etc.
•At present, Disney’s market has five major products –Disneyland amusement parks
and resorts, Disney Channel, Acquired Channels-ABC and ESPN, Disney Studios and
Disney Merchandise.
•It acquired Marvel, Pixar and Lucasfilmstudios and entered into superhero-movies
market.
•The major reasons for Disney’s success includes –Designing products for all age
groups, broad market range –markets all over the world, brand heritage, effective
online marketing and employees’ focus on customer satisfaction.

21. DISCLAIMER
Created by VisnuSasindran, Amrita School of Engineering, during the
Marketing Internship under Prof.Sameer Mathur, IIM Lucknow.