Disney-History

•1923- Walt arrived in California.

•October 16, 1923- Formal beginning of Walt Disney Co.
•Nov. 18, 1928- Mickey Mouse, an immediate sensation.
•1933- Three Little Pigs.
•1950- 3 Achievements.
•1955- Opening of an Amusement park.
•1971- Walt Disney land in Florida.
•1983- Initiated a Disney channel.
- Touchstone Pictures.
•1984- Michael Eisner as CEO.
Strategic Inflection Points
Oswald the lucky rabbit- Painful experience.

Mickey Mouse- A Shining Star.

Merchandising goods.

Full length featured film- Snow white and the seven

dwarfs.

Amusement Parks.

1989- Renaissance.

1995- Partnership with Pixar.

1996- Acquisition of Capital Cities / ABC.

 Strategies
THREE PILLARS:-

 Invest in quality .

 New technology.

 International opportunities.
Branding Strategy
 Creativity Strategy
 Dreamer- What do I really want in an ideal world?

 Realist- What will I do to make these plans a reality?

 Critic- What could go wrong?

Expansion Strategy
Disney- INDIA Calls
 Management
 Understand the power of their brand.

 Work within the parameters of their brand’s identity.

 Control brand contacts with ruthless attention.

 Integrated approach.
Brand licensing
 Current Events
 Disney- Lifestyle brand.

 Hannah Montana- Wal Mart.

 Disney merchandising- $30 billion* in 2008.

 Decision Default
Tokyo Disney land

Euro Disney
 Disney- Essence
Vision

of

making

people

happy
THANK YOU