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Disney

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by

Viola Wendel

on 2 December 2013

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Transcript of Disney

Communication
Strategy
-direct mail
-television advertising
-radio commercials
-internet
-PR
-prints
-outdoor advertising
-newsletters
Time Warner Inc.

Sources
www.disneyabc.com
www.ehow.com
http://www.managementparadise.com/forums/elements-logistics/217339-distribution-strategy-walt-disney.html
http://www.disneystore.de/?CMP=KNC-CBS&att=DisneyStore_DE-GS_Brand
http://www.disneystore.com/disney-store-locator/mn/1001278/
http://thewaltdisneycompany.com/about-disney/company-overview
https://d23.com/a-history-of-the-walt-disney-company/
http://www.welt.de/reise/article1959972/Viel-Spass-auch-fuer-graue-Maeuse.html
http://www.sueddeutsche.de/kultur/disney-kauft-marvel-ich-krieg-die-krise-1.162511
http://faculty.washington.edu/baldasty/Disney.htm
http://thewaltdisneyco.blogspot.de/2011/09/chapter-4-marketing-environment.html
Distribution Strategy
-products all over the world
-main attractions (parks and resorts)
-sales agents

Internet
-all over the world in malls and commercial areas
-more than 300 in the US
-store locator
-in Europe about 30 locations
-all four stores in Germany were closed
-international distribution of Walt Disney Company's content
-the largest distributor of kids and family programming
-1,300 platform partners worldwide
-feature film, reality series, live-action, ABC News and animated kids content

Disney branded
channels
-95 kid-driven
entertainment
channels
-more franchises
Television
-premier provider of magical
entertainment for everyone

-television advertisements






Commercials

Narrow Audience

Wide Audience

Positioning Map

Lack of Innovation

Consistent Innovation

Brand Value Proposition

Online Marketing
-online interaction to develop customer loyalty and fan community
-reach children directly
- "advergaming": ad messages in online and video games
Social media
-technology improvement
-constantly new products
-surveys done each year
-Sales Promotion
-word-of-mouth


"That's the bottom- line of the Disney Difference. More than any other company, we are able to successfully and consistently create multiple experiences and products out of our creative properties in ways that generate consumer enthusiasm and real shareholder value."
Bob Iger, CEO
Disney Identity
Brand Values/ Beliefs
I value honesty, integrity, respect, courage, openness, diversity and balance
Brand Benefits
speaking "not to children, but to the child in each of us"
creating memories that will last forever
Disney SWOT Analysis 2013
Strengths
Strong product portfolio
Brand reputation
Competency in aquisitions
Diversified Business
Localization of products
Weaknesses
Heavy dependence on the income from North America
Few opportunities for significant growth through acquisitions
Opportunities
Growth of entertainment opportunities in emerging markets
Expansion of movie production to new countries
Threats
Intense competition
Increasing piracy
Strong growth of online TV and movie rental
Heavy dependence on income from North America
Few opportunities for significant growth through acquisitions

Intense Competition
Increasing piracy
Strong growth of online TV and movie rental

Growth of entertainment industries in emerging markets
Expansion of movie production to new countries

Strong product portfolio
Brand reputation
Competency in acquisitions
Diversified Business
Localization of products

Strengths
Weaknesses
Opportunities
Threats
Disney Competitors?
T
O
K
I
O
Others

Brand History
- The Beginning of Disney
1923
Walt and Roy Disney established: "Disney Brothers Cartoon Studio"
18/11/1928
Release of "Mickey Mouse"
success, symbol of the brand
1926 - 1927
New Name: "Walt Disney Company"
Alice's Wonderland
Oswald The Lucky Rabbit
Mickey Mouse
1932
many "Oscars" with the series "Silly Symphonies"
camera technique was birth for all animated cartoons
Brand History
1933 first
Merchandising
and Licensing on pencil tablets
1937 first
Movie
Snow White and the Seven Dwarves
1950 first live action film
Treasure Island
1955
Disneyland
1966 Walt Disney died
1967 last movie
Jungle Book
"Disneyland will never be completed as long as there is imagination left in the world."
1983 Establishment of the Disney
Channel
from 80's many Disney Stores, resorts, collaborations with competitors
The Walt Disney Studios
Parks and Resorts
Disney Consumer Products
Media Networks
Disney Interactive
Target group ?
"Your dead if you aim only for kids. Adults
are only kids grown up,
anyway."
Nearly everybody
Main audience: kids, teenagers and families (median income)
Different targeting to reach different audiences
Segmentation and
Differentiated Marketing
by age, gender, family status
through multibranding
expand their target groups
boys and young men
collaborations
acquisitions
attract old people for parks (time and money)
Product Portfolio
5 business segments
Media Network
Parks and Resorts:
The Walt Disney Studios
Disney Consumer Products
- ESPN


- Disney/ABC Television Group
Television, Radio, Publishing & Digital Media
Disney Vacation Club
12 destinations:
- Disney Licensing

- Disney Publishing Worldwide

- Disney Store
Disney Interactive
Digital Media,
Interactive Entertainment
- computer games are the big hope of the Walt Disney Company
- they recently bought several studios that develop computer games
Pricing
Example from the theme parks
Disney World Disneyland Paris Universal Studios Resort Orlando Orlando





1 Day $ 90,- $ 87,- $ 101,- $ 92,- $ 128,-
2 Days $ 184,- $ 189,- $ 125,99 $ 146,99
3 Days $ 262,- $ 230,- $ 140,99 $ 159,99
4 Days $ 279,- $ 271,- $ 150,99 $ 167,99

,-
1 Park 4 Parks 1 Park 2 Parks 1 Parks 2 Parks
Parks and Resorts
Full transcript