WALT DISNEY

Presented By:
NAMIT JAIN
ROLL NO.-38
 Topic
From its origin as an animated film producer, Walt Disney has
moved into licensing characters for merchandised goods &
developed theme parks vacation, resorts properties. What
strategy best describes Disney’s growth..
“II can never stand still. I must explore & experiment.
I am never satisfied with my work. I resent the
limitations of my own imagination.”
WALTER DISNEY
 An Overview
• Walt Disney born in 1901
• He and his brother Roy opened their first studio in 1926
• It was a partnership of two brothers: Roy and Walt.
• Walt, the younger brother, handled animation, and the older brother,
Roy, handed financing.
• The birth of the company may well have been Walt’s brainstorm, on
a cross-country train ride from NY to LA, to create a little mouse
character named MORTIMER MOUSE .
• Walt’s wife, Lillian, however, insisted that Mortimer was too formal a
name. How about Mickey?
• Mickey was constructed from two large circles, one for the trunk and
one for the head, to which were appened two smaller circles,
representing ears, along with rubber hose arms and legs that
terminated in plump hands ( ungloved at this early stage) , and large
booted feet that provided him stability
• He was also equipped with a long, skinny tail, a plump shaped nose,
and buttoned eyes.
• He was designed for maximum ease of animation (circular forms are
easier to animate effectively)

• But beyond that Mickey was provided with something that was new
to the medium:
“A REAL PERSONALITY”
• Another factor that made Mickey an immediate hit was that he had
good tune to be the right mouse at the right place at the right
time (Steamboat Willie, was the first cartoon with a soundtrack)
• In 1946 Disney started creating full-length live- action films.
• In these movies a full complement of professional actors is used
to tell an entirely fictional story.
• Cartoon inserts helped sell the movie to the public.
• Walt Disney presents his vision of a “magical park”. The
more he dreamt of it, the more elaborate his plans
became.
• In 1954, the year before Disneyland opened, Walt
Disney shared his ideas on TV and to potential investors-
by using maps and concept drawings to show that
Disneyland would be like.
 Walt Disney Company subsidiaries

• ABC TV and radio networks.

• 10 US TV stations; 21 US radio stations.
• Disney channel
• ESPN, ESPN2, ESPNews
• holdings in Lifetime, A&E and History channels
• Americast (interactive TV joint venture with telephone co.s)
• Several studios: Disney, Miramax, Buena Vista.
• Magazine and newspaper publishing (Fairfax, Chilton)
• Book publishing (Hyperion, Chilton)
• Music labels (Hollywood Records, Mammoth, Walt Disney)
• Theme parks (Disneyland, Disney World, partial ownership in Japan and
France)
• Disney cruise line
• Disney quest (high-tech arcade game stores)
• NHL Anaheim Might Ducks; Anaheim Angels
• Consumer products (including 700+ Disney retail stores worldwide)
 Walt Disney’s Income
• 31% broadcasting
• 23% theme parks and resorts
• 46% "creative content" (films, publishing,
merchandise)

REVENUES=US$ 37.843 billion

 Business Segments
• Disney, together with its subsidiaries and affiliates, is a leading
diversified international family entertainment and media
enterprise with four business segments:
1. Media Networks: Media Networks comprise a vast
array of broadcast, cable, radio, publishing and
Internet businesses. Key areas include: Disney-ABC
Television Group, ESPN Inc., Walt Disney Internet
Group, ABC owned television stations, and a
supporting headquarters group. Marketing, research,
sales and communications functions also exist within
the segment. .
2. Parks and Resorts:
• Disneyland Resort, Anaheim, California
• Walt Disney World Resort, Lake Buena Vista,
Florida
• Tokyo Disney Resort, Urayasu, Chiba
• Disneyland Resort Paris, Marne La Valle,
France
• Hong Kong Disneyland, Penny's Bay, Lantau
Island
3. The Walt Disney Studios:
1. Walt Disney Pictures
2. Disney Toon Studios
3. Walt Disney Studios Motion Pictures International
4. Walt Disney studios home entertainment
5. Disney Music group
4. Disney Consumer Products:Disney Consumer
Products (DCP) is the business segment of The Walt
Disney Company that extends the Disney brand to
merchandise ranging from apparel, toys, home décor,
books and magazines to interactive games, food and
beverages, stationery, electronics and animation art.
MARKETING
STRATEGIES
Capitalize on current events:
Mickey mouse’s dog was named PLUTO after the discovery of the planet
Pluto by Clyde Tombaugh
Embrace new technology:

Added sound to his Mickey Mouse cartoon, Steamboat Willie (1928)

which resulted in the rodent becoming a national craze.
In 1950’s Walt embraced the new medium of television as a way to
keep the public informed about what his studio was doing.
Detailing

Walt Disney pays

attention to all small
details. These details
are not the similar
ones as the world is
doing them. They are
different.
To Make People Happy
• Seven P’s instead of 4 P’s
1. Product
2. Placing
3. Promotion
4. Pricing
5. People
6. Process
7. Presentation
Sell
More
To
Existing
Customers
 Expand
Your
Marketplace
Continuous Promotion
Always Improve

&

Add to Your offerings

Tracking
Business
WALT DISNEY STUDIOS MOTION
PICTURES (INDIA)
In June 2007, WDSMPI announced a
historic collaboration with Bollywood's
leading studio - Yash Raj Studios to make
animated films created by and for Indians.