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  • How Disney built a family entertainment empire

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    Maria Mohammed
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    It all started with a mouse that led to Snow White and the Seven Dwarfs and the founding of Disney in 1923. Over time, Disney operated in five segments - studio entertainment, media networks, consumer products, parks and resorts, and interactive media. Disney defined its brand with values of fun, family, and entertainment and a strong focus on building consumer-based brand equity through memorable logos, slogans, and characters that became embedded in pop culture. Disney targets both children and families using multi-segment strategies across geographic regions. Its brand positioning emphasizes unique and unmatched entertainment through fun, exciting, and imaginative experiences inspired by its characters.

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    disney brand value and mantra

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    Disney -

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    It all started with a mouse that led to Snow White and the Seven Dwarfs and the founding of Disney in 1923. Over time, Disney operated in five segments - studio entertainment, media networks, consumer products, parks and resorts, and interactive media. Disney defined its brand with values of fun, family, and entertainment and a strong focus on building consumer-based brand equity through memorable logos, slogans, and characters that became embedded in pop culture. Disney targets both children and families using multi-segment strategies across geographic regions. Its brand positioning emphasizes unique and unmatched entertainment through fun, exciting, and imaginative experiences inspired by its characters.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    33 views21 pages

    How Disney built a family entertainment empire

    Uploaded by

    Maria Mohammed
    It all started with a mouse that led to Snow White and the Seven Dwarfs and the founding of Disney in 1923. Over time, Disney operated in five segments - studio entertainment, media networks, consumer products, parks and resorts, and interactive media. Disney defined its brand with values of fun, family, and entertainment and a strong focus on building consumer-based brand equity through memorable logos, slogans, and characters that became embedded in pop culture. Disney targets both children and families using multi-segment strategies across geographic regions. Its brand positioning emphasizes unique and unmatched entertainment through fun, exciting, and imaginative experiences inspired by its characters.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 21

    “It all started with a mouse”

    Followed by…..
    Snow White and the Seven Dwarfs
    AND THEN…
    AND THEN…
    TOGETHER the company operated in 5 segments…
    Studio entertainment

    Media networks
    Consumer products

    Parks & resorts Interactive Media


    With ‘ONE VISION’
    • FUN
    • FAMILY
    • ENTERTAINMENT
    …and that is how
    DISNEY defined
    its BRAND
    Building a
    Strong Brand
    Consumer Based
    Brand Equity
    LOGOS
    SLOGANS

    BRAND
    ELEMENTS

    POP
    CULTURE
    Brand Associations
    Segmenting & Targeting Markets

    Demographic Segmentation
    • Mainly targets children and
    Geographic Segmentation their families, uses multi-
    • Set up in strategic locations like segment targeting strategy.
    Europe, Japan, India and US\ • Intrigues people of all ages
    • Theme parks built for whole (child, teen & parent, etc.)
    family to enjoy
    • Focused on parents “Let
    Memories Begin” & “This is
    where the Magic Happens”
    Psychographic
    Segmentation
    • Good morals &
    jokes
    • Targeted at all
    Nature of Competition
    Substitute Products: Moderate
    to High
    Threat of Entrants: Low • Technology improvement
    • High investments • Improvement to value chain
    • Economy of Scale channels
    • Learning based Rivalry among competitors:
    High • Different packages, tailor
    • Large customer based made to customer
    • Long term contracts are
    needed
    • Most offer standardized
    product with differentiation
    • Exit barriers are high
    Bargaining Power of Suppliers: • Market shares is not
    Moderate to Low expanding as fast Bargaining Power of Buyers:
    • Many international/ Moderate to High
    domestic suppliers • Low switching cost
    • Media consolidation gives • Price sensitivity
    Disney power • On line research
    • Non differentiating products
    Frames of Reference

    • Faces immense competition


    • Mass Media company – media & entertainment
    • Youthful Brands
    • Fun
    • Driven by imagination and spirit
    • Fun
    • Excitement
    • Creativity &
    Imagination

    • Promise of unique
    and unmatched
    entertainment
    • Characters contribute
    to strong and positive
    associations
    Brand Positioning
    Defining a Brand Mantra
    Emotional Modifier Descriptive Modifier Brand Function
    Fun Family Entertainment
    Implementing a Brand Mantra
    Brand Offering
    Communicate Brand Audience Brand Heritage Wide variety of family,
    Help young children, their Started in US (1923) entertainment, cartoons,
    parents, friends and family Grown across world movies, games, amusement
    all over the world parks and merchandise

    Brand Personality Brand Benefits Brand Value Benefits


    Simplify Fun, caring, loyal, full of Create fantastical stories Honestly, Integrity, Respect,
    laughter, imaginative and that help audience’s dream Courage, openness,
    creativity diversity and balance

    Brand Vision Brand Mission on Earth


    Inspire Strive to develop the most creative, Offer best family entertainment that is
    innovative and profitable entertainment accessible and forward thinking to keep
    experiences in the Word audience excited and happy
    Sameer Mathur
    BuddingMarkets.com

    Indian Institute of Management,


    Lucknow

    Marketing Professor 2013 –

    Marketing Professor 2009 – 2013

    Ph.D. and M.S. (Marketing) 2003 – 2009

    These slides have been created during the PGP Brand Management course
    taught by Mr. Sameer Mathur at IIM Lucknow
    21

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