Disney Case Study
Disney Case Study
In its beginning, Disney adopted the motto "The Happiest Place on Earth"; this motto still resonates true today. Disney believes in creating magical moments, producing quality products and experiences for its core consumers. Disney continually diversifies to offer these new experiences and its goal is to make sure each consumer finds a little piece of themselves in their experiences with its brand offerings. Disney is always growing, building, and expanding, and improving its facilities; these improvements are the catalyst that compels consumers to return again and again. Disney is exceptional in customer service and believes it is at the core of its success; so much in fact that it started the Disney Institute, a customer service training program to teach its "cast members" or staff how to give customers excellent personal service. Disney believes its staff should always know or anticipate the customer 's needs. Disney strives to ensure that its consumer 's experiences "magic" by providing them with quality service and consistent amenity upgrades, including new products and packages.
Disney practiced brand building and expansion recently by promoting exclusivity through offering consumers unique values in the form of limited editions of specially released movies in Anniversary Platinum Editions; such offerings included Pinocchio and Snow White. "Disney is already one of the world 's most recognized brands, so why do they need to issue Platinum Editions? Because Platinum Editions reinforce the image of the brand, once the limited release time period is over, the Platinum Edition is no longer available through retail channels, they become 'out of print ' collector 's items, and the Disney brand maintains it aura of exclusivity." (www.brandchannel.com)
Benefits to expanding the brand keeps and creates strong brands with consumers who want the best values possible. Disney also went outside of the box for brand expansion by producing movies not
In its beginning, Disney adopted the motto "The Happiest Place on Earth"; this motto still resonates true today. Disney believes in creating magical moments, producing quality products and experiences for its core consumers. Disney continually diversifies to offer these new experiences and its goal is to make sure each consumer finds a little piece of themselves in their experiences with its brand offerings. Disney is always growing, building, and expanding, and improving its facilities; these improvements are the catalyst that compels consumers to return again and again. Disney is exceptional in customer service and believes it is at the core of its success; so much in fact that it started the Disney Institute, a customer service training program to teach its "cast members" or staff how to give customers excellent personal service. Disney believes its staff should always know or anticipate the customer 's needs. Disney strives to ensure that its consumer 's experiences "magic" by providing them with quality service and consistent amenity upgrades, including new products and packages.
Disney practiced brand building and expansion recently by promoting exclusivity through offering consumers unique values in the form of limited editions of specially released movies in Anniversary Platinum Editions; such offerings included Pinocchio and Snow White. "Disney is already one of the world 's most recognized brands, so why do they need to issue Platinum Editions? Because Platinum Editions reinforce the image of the brand, once the limited release time period is over, the Platinum Edition is no longer available through retail channels, they become 'out of print ' collector 's items, and the Disney brand maintains it aura of exclusivity." (www.brandchannel.com)
Benefits to expanding the brand keeps and creates strong brands with consumers who want the best values possible. Disney also went outside of the box for brand expansion by producing movies not
References: http://www.brandchannel.com/features_effect.asp?pf_id=472 http://growingmybusiness.wordpress.com/2010/04/21/focusing-on-core-strengths-disney/ Russell, C. L. (2010). The Disney Company. Retrieved from www.christinalrussell.com/documents/DisneyFinanceProject_000.pdf I have attached a Word document so that, along with the Case Study document that you sent and the listed references, you can expand on the post. I hope that I have given you enough information; I stuck more with my research so you might want to insert some of the points from the actual case study.