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Disney Marketing Plan

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by

Samantha Ortner

on 14 April 2014

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Transcript of Disney Marketing Plan

Walt Disney Marketing Plan
BUS365 Section.0003
Group 2
Samantha Ortner
Justin Zinewicz
Sergio Suhett
Prayag Faldu
Key Points
Marketing Strategy Overview
Customer Value
SWOT Analysis
STP
Marketing Mix
Portfolio Analysis
Growth Strategies


Disney Develops Consumer Value


Walt Disney's Mission

"The mission of the Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services, and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."
Disney Advertisement Example
Meets four of the five advertisement criteria:
Memorability
Likability
Resonance
Persuasive
Disney implements portfolio analysis at the
product line
level of their firm.
Portfolio Analysis
BCG Model
Stars
: Media Networks
Studio Entertainment
Cash Cow
: Parks and Resorts
?
: Consumer Products
STP
Segmentation:
Geographic, demographic, psychographic
Targeting
: Children and families using a multisegment marketing strategy;
average income families
who live in suburban areas

Positioning
: Value and
Symbols
Disney Positioning Map
KEY
D= Disney
Us= Universal Studios
Sf= Six Flags
Pp= Paramount Parks
Disney Product Breadth and Depth
Marketing Mix
Product
: Branding and innovation

Price
: High quality at
fair price

Place
: Worldwide

Promotion
: Pulsing strategy
Premium pricing
High quality
Multi-day tickets
Brand loyalty
Pricing
Place
Strategic
International
Internet presence
Promotion
Pulsing advertising
Mass media
Special offers
"Advergaming"
Disney Growth Strategies
Products
Markets
Customer Excellence
Retain loyal customers
Strong positioning strategy
Brand control
Generational Retention
Customer service
Focus on details
Employee satisfaction
Impactful employee-customer interaction
Operational Excellence
Efficient Operations
Maximizing efficiency to enhance experience
Utilizing resources
Excellent Supply Chain Management
Partnership
Integrity
Human Resource Management
Employee training
Employee development
Product Excellence
Branding
Positioning
Location Excellence
Corporate Vision
Enhancement and Expansion
Thank you for listening!
Composition of the Walt Disney Company
Full transcript