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Copy of Walt Disney

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on 15 November 2013

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Transcript of Copy of Walt Disney

Walt Disney
From 1920-1942
From 1943-1966
En 1929 se crea la primera caricatura con sonido: "Steamboat Willie"
Walt Disney is ranked 66 out of the 500 annual most profitable Us industrial corporations, known as the, Fortune 500 companies
What type of Industry is it?
The Walt Disney Company's objective is to be one of the world's leading producers
and providers of entertainment and information, using its portfolio of brands to differentiate its
content, services and consumer products
*Entertainment
Geographic
Demographic
Psychographic
Disney has 3 target markets geographic, demographic, and psychographic.
Geographic: refers to location. Disneyland and Disney world are located in tourist regions where the amusement parks attract attention.
Demographic: refers to age, gender, income, etc, determines who to target in form of chain stores, amusement, products. Disney targets adolescents and children in terms of entertainment as in cartoons and characters.
Psychographic: helps Disney determine personality and motives that drive customers to consume their product/ service.
Generate to who & how the goods and services will apply to
Product
Movies
Television Shows
A
M
U
S
E
M
E
N
T
P
a
r
k
s

Apparel & Accessories
Disney's

4

P
'
s

Disney's main pricing strategy would be
market- skimming
because the brand of Disney is seen as quality, which also falls into
psychological pricing
. The price on Disney products is used to emphasize the superiority of the brand and differentiates it from its competitors.
The monarch of this magic kingdom is no man but a mouse: Mickey Mouse. The Walt Disney Company is the world's largest media conglomerate, with assets encompassing movies, television, publishing, and theme parks. Its Disney/ABC Television Group includes the ABC television network and 10 broadcast stations, as well as a portfolio of cable networks including ABC Family, Disney Channel, and ESPN (80%-owned). Walt Disney Studios produces films through imprints Walt Disney Pictures, Disney Animation, and Pixar. It also owns Marvel Entertainment and Lucasfilm, two extremely successful film producers. In addition, Walt Disney Parks and Resorts runs its popular theme parks including Walt Disney World and Disneyland
(The Walt Disney, n.d.)
.
What is the Walt Disney Co.?
Geographic segmentation is used for the locations of Disney theme parks & relates to good climate & market size within the region
Ex
:
Disneyland is located in Anaheim near by Los Angeles which is commonly visited by tourists.
Demographic segmentation refers to the age, gender, background target market. In Disney's case it targets children, teens, & adults.
There is entertainment developed for children like playhouse and amusement developed for teens & adults, like :Screamin" the ride.
Pshychographic segmentation targets the basic and obvious characteristics a Disney lover. It targets people and families interested in cartoons and enjoying a day in the happiest place on earth.
"You're dead if you aim for kids only. Adults are only kids grown up anyways"
-

Walt Disney
Walt Disney Co. reported a 12% increase in net income for its fiscal fourth quarter, lifted by the performance of its consumer products, studio, and parks and resorts divisions
(Disney profit up 12% on consumer products, studio, theme park gains, 2013)
.
"To all who come to this happy place: welcome. Disneyland is your land. Here age relives fond memories of the past...and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams and the hard facts which have created America ... with the hope that it will be a source of joy and inspiration to all the world."
Price
PROMOTIONS
The types of promotion that Disney incorporates into its sales within the attraction aspect are Contests, Sweepstakes, and Price packs
Ex:
*Radio Give-aways
*Contests within Ads



Ex:
* Buy one day get the rest of 2013
free
Price Packs
Contests & Sweepstakes
Place
Disney has it's own line of products and makes them available to its customers by selling them in nearby retail stores.


Disney serves as a Consignor by placing its products in retail stores like Target & Walmart & having those stores sell their product to potential consumers
.
The best place to obtain Disney products would be at the attraction sites as in Disneyland and Disney world
What forces affect the industry?
Competition:

*Twenty-First Century Fox, Inc
.
*Time Warner Inc.
*NBC Universal Media, LLC
The forces that affect the entertainment industry would be competition, due to the constant innovation of products to meet customer's needs. Living in the era of technology entertainment has become a big want for consumers, but due to specific incomes as in lower and middle class, the competition of Disney may obtain some of its customers.The market share impacts the profits of Disney in how they grow or fall within the economy. Depending on the income of families, Disney needs for families to be able to afford the products and services the company allows.
The Walt Disney Co. will repurchase up to $8 billion in stock next year, giving a major boost to investor returns, the company's chief financial officer Jay Rasulo said Thursday
.
(Disney plans to buy back up to $8 billion in stock in 2014, 2013; Disney plans to buy back up to $8 billion in stock in 2014, 2013)
Recommendations
* Changing pricing strategies, to market penetration so more sales can be reached by reducing the cost of the product for limited time
* Not limiting the access of Disney products and services within certain retail stores, and television, to reduce competitors to gain the attention of Disney customers.
* Enabling more promotion strategies for people to visit attraction & live the experience to show loyalty to the company
References
The Walt Disney Company Competition. (n.d.). Retrieved from
http://www.hoovers.com/company information/cs/competition.The_Walt_Disney_Company.432c15c5e0758b7d.html
Disney plans to buy back up to $8 billion in stock in 2014. (2013, September 12). Los Angeles Times. Retrieved from
http://articles.latimes.com/2013/sep/12/entertainment/la-et-ct-disney-8-billion-buyback-20130912

Disney profit up 12% on consumer products, studio, theme park gains. (2013, November 7). Los Angeles Times. Retrieved from
http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-disney-earnings-up-20131107,0,6484443.story#axzz2kgZ3CARs

Segmenting & Target markets. (2011, Nov 17). Retrieved from
http://thewaltdisneyco.blogspot.com/2011/11/chapter-8-segmenting-targeting-markets.html
(Segmenting & Target Markets, 2011)
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