Walt Disney & Roy Disney formed an

entertainment company in 1923 .

The Disney brand has always been
synonymous with trust, fun, and quality
entertainment for entire family .
 So what
made it so
successful ?
 The idea came from his daughter, when
she was riding a carousal.

His wife once asked, “Why do you want

to build an amusement Park ? They’re so
dirty.”

Walt replied, “That’s the point. Mine

won’t be.” From day one, Disney has
focused on “the experience” as a key
component to increasing the value of its
parks.

PROVIDE A PROMISE,
NOT A PRODUCT
 One of the reasons the Disney tradition stands
the test of time is that Walt Disney was more
critical of his creations than anyone else could
ever possibly be.
He was a relentless perfectionist with a keen
eye for detail, often forcing projects to go over
budget and past deadline because he wasn’t
satisfied with the finished product.

ALWAYS EXCEED
CUSTOMERS’ EXPECTATIONS
 Walt Disney went bankrupt
more than once, leveraging
everything he had in terms of
assets in order to build his
studio, his films and his
dreams.
His vision was constantly
growing.

PURSUE YOUR PASSION,

AND THE MONEY WILL FOLLOW
 Walt Disney was famous
for saying, “I hope that we
never lose sight of one
thing — that it was all
started by a mouse.”

STAY TRUE TO YOUR

COMPANY’S MISSION & VALUES
Every facet of Disney’s operation is unique.
Disney theme park creating a dream vacation.

DIFFERENTIATE
YOUR OFFER
 Walt Disney was the artist who originally
sketched Mickey Mouse, as well as several of the
other iconic Disney characters.
He hired reliable men and women who
understood his vision and trusted them to
translate that vision to others.

LEAD BY
EXAMPLE & DELEGATE
 It was show biz insiders telling him no one would
ever sit still for a feature-length animated film.
Others saying Walt was crazy for buying acres and
acres of murky swampland in central Florida.

DEFY
CONVENTION
 According to one historian
, “The true measure of a
man’s greatness is what
he’s left behind to grow.”
Disney world even didn’t
open its gates until nearly
five years after Walt Disney’
s death.

LEAVE BEHIND
SOMETHING TO GROW
Disney consists of five business segments:
 Studio Entertainment
 Parks and Resorts
 Consumer products
 Media Networks
 Interactive Media
Disney infinity gaming platform:
It allowed consumers to play with many of
Disney characters.
What does Disney do best to connect with
its core consumers ?
Disney used emerging technologies to connect
with customers, this help customers to be served
more easier and entertainingly .
From 1980s it adopted strategy to reach older
audience, now its market consists of all ages and
culture.
Disney organizes different
type of events for customers.
What are the risks and benefits of expanding
the Disney brand in new ways ?
It is Disney policy to always seeking for exploring
and expanding its makes. They themselves invest in
the areas such as theme parks, movies, … This helps
the company to bring more revenues and profits.
So
what
now ?
SUMMERY
DISCLAIMER
Created by Sourabh Das, SVNIT Surat , during a
marketing internship by Prof. Sameer Mathur,
IIM Lucknow.