Disney Case Study
History
Walt Disney Company is a $27 billion a year Global Entertainment giant which is an American based company started by Walter Disney in venture with his brother, Roy O Disney in 1923. In 1928, Walt Disney created Mickey Mouse for which Walt wanted to call his character “Mortimer” but his wife convinced him to be called as “Mickey Mouse” and since then Mickey has been a classical hit for Walt Disney. In 1937 Disney presented their first feature full length Musical animated movie called “Snow white and the seven dwarfs” which is still a huge hit and will remain in the hearts of its consumers forever.
Walt Disney recognizes what its customer value in the Disney brand. They value a fun experience and homespun entertainment based on old-fashioned family values. Disney responds to these consumer preferences by leveraging the brand across different consumer markets. Let’s say that an American family goes to see a Disney movie together. They have a great time. They want to continue the experience. So Walt Disney offers Disney’s consumer products with multiple product lines aimed at specific age groups.
Currently the company has five business categories: The first born is the Walt Disney Studios which comprises of film making, recording labels, and theatrical performances. Then there are the Parks and Resorts which mainly focuses on Disney’s 11 theme parks, cruise lines, and other travel-related assets. Disney Consumer Products, the third category is responsible for the sales of all the Disney-branded products and finally the company’s Media Networks, which includes Disney’s television networks such as ESPN, ABC, and Disney Channel as well as Interactive Media. (Kotler & Keller)
In 2003, Walt Disney came up with a movie called “Pirates of the Caribbean” which was a block buster hit at the box office. The movie was targeted for all the members of a family. In addition to the movie, Disney created a theme park ride, merchandising program,
Walt Disney Company is a $27 billion a year Global Entertainment giant which is an American based company started by Walter Disney in venture with his brother, Roy O Disney in 1923. In 1928, Walt Disney created Mickey Mouse for which Walt wanted to call his character “Mortimer” but his wife convinced him to be called as “Mickey Mouse” and since then Mickey has been a classical hit for Walt Disney. In 1937 Disney presented their first feature full length Musical animated movie called “Snow white and the seven dwarfs” which is still a huge hit and will remain in the hearts of its consumers forever.
Walt Disney recognizes what its customer value in the Disney brand. They value a fun experience and homespun entertainment based on old-fashioned family values. Disney responds to these consumer preferences by leveraging the brand across different consumer markets. Let’s say that an American family goes to see a Disney movie together. They have a great time. They want to continue the experience. So Walt Disney offers Disney’s consumer products with multiple product lines aimed at specific age groups.
Currently the company has five business categories: The first born is the Walt Disney Studios which comprises of film making, recording labels, and theatrical performances. Then there are the Parks and Resorts which mainly focuses on Disney’s 11 theme parks, cruise lines, and other travel-related assets. Disney Consumer Products, the third category is responsible for the sales of all the Disney-branded products and finally the company’s Media Networks, which includes Disney’s television networks such as ESPN, ABC, and Disney Channel as well as Interactive Media. (Kotler & Keller)
In 2003, Walt Disney came up with a movie called “Pirates of the Caribbean” which was a block buster hit at the box office. The movie was targeted for all the members of a family. In addition to the movie, Disney created a theme park ride, merchandising program,