Presented By: GAURI BHATNAGAR (MBA/4576/12 )

The Walt Disney Company

Founded on October 16, 1923.
Mickey Mouse is the official mascot of The Walt Disney Company Best known for the products of its film studio, the Walt Disney Motion Pictures Group.

Owns and operates the ABC broadcast network(Disney channel, ESPN, ABC family).

television

Largest media conglomerate in the world in terms of revenue.

Current Industries
Amusement parks Motion pictures Media network Design studio Airline Travel agencies Cruise lines Merchandise Real estate Credit cards University program

Brand Identity Disney Identity

Brand Heritage
Brand Vision Brand Offering Brand Mission on Earth
Started in the United States on October 16, 1923 and have grown to live across the world.

Strive to develop the most creative, innovative, and profitable entertainment in cartoons, experiences in the world.

Offer a wide variety of family entertainment in cartoons, movies, games, amusement parks, and merchandise.

Offer the best family entertainment that is accessible and forward thinking to keep my audience excited and happy.

Brand Audience

Young children, their parents, friends, and family all and over the world.

Brand Values/Beliefs

Value honesty, integrity, respect, courage, openness, diversity, and balance.

Brand Benefits

Create fantastical stories help the audience dream.

that

Brand Personality

Fun, caring, loyal, full of laughter, and imaginative creativity.

Positioning Statement
What - Im the only entertainment and media company. How - that combines products, services, and experiences across many sectors. To Whom - for children, their parents, friends and family. Where - all over the world. Why - that wants to preserve the magic of childhood. When - in an era of low creativity, high stress, and social disparity.

Branding Efforts Of Walt Disney

Innovation Quality Community Storytelling Optimism Decency

Efforts of Disney
Segmenting and targeting Understanding the target market Product strategy Marketing and promotion strategy Expansion strategy Advertising and promotional strategy

International outreach strategy

Innovation as a marketing strategy

Other elements that contribute to its branding efforts

Logo

Slogan

Disney has used multiple slogans to portray what the company and the brand image truly is. Some of its slogans include: the happiest place on earth make the dream come true where dreams come true magic happens where the ordinary is always extra ordinary
Pop culture

Media Network - Positioning Map

Media Network - Positioning Map

Disney: Narrow audience compared Media Networks to competition but consistently Consistent Innovation innovates their media offerings. Fox Entertainment: Elegant leader D Fe in a variety of media and television opportunities aimed at all audiences. Time Warner: Caters to an older Audience audience and strives to offer exclusive V and premium entertainment. Viacom: Owner of most brands considered old to the newer generations. Lack of Innovation Has also not updated its web presence

Amusement Parks - Positioning Map

Amusement Parks - Positioning Map

Disney: Utilizes their in-house innovation team, the Imaginers, to consistently innovate their parks. Universal Studios: Disneys main competition does a better job at entertaining all audiences. Six Flags: Have done a great job to innovate within their family driven audience without becoming too large. Paramount Parks: Used to be a big park brand but became irrelevant and died.

Innovative Opportunities: Extending the Brand

Paediatric Healthcare - Use their specialty in entertainment for children and apply a healthcare environment. Banking Industry - Introduce special banking and saving plans for children and teens. Family Fitness - Pay more attention to health and well being by offering an entertaining fitness environment for the entire family. Casino Industry - Provide gambling services for parents combined with the specialization in entertainment for children.

Pet Care Services - Why cant Spot enjoy Disney? Invite the family pet to be entertained along with the family.
Non-Profit Charity - Disney has a lot of bad publicity to dodge, what better way to do this than with a charity.

Bibliography

Columbia Journalism Review (CJR). (2008) Who owns what. Retrieved April 15, 2009, from http://www.cjr.org/resources/index.php?c=disney International Movie Data Base (IMDB). (2009) Walt Disney. Retrieved April 16, 2009, from http://www.imdb.com/name/nm0000370/bio Kotler, P. and Keller, K. (2008) Marketing Management. (13TH ed.). Pearson/Prentice Hall: Upper Saddle River, NJ. The Studio Tour. (n.d.) History of the tour. Retrieved April 17, 2009, from http://www.thestudiotour.com/ush/attractions/studiotour.shtml The Walt Disney Company. (2009) Company history. Retrieved April 16, 2009, from http://corporate.disney.go.com/corporate/complete_history_3. html