Mkt Mgmt
CASE –II MARKETING SPOTLIGHT- DISNEY
Q1: What have been the key success factors for Disney?
Answer:
✓ Marketing family entertainment: a fun experience and homespun entertainment based on old-fashioned family values. Disney responds to these consumer markets. For example if family goes to see a Disney movie together. They have a great time. They want to continue this experience. ✓ Products: addition to the movie, Disney created an accompanying soundtrack album, a line of toys and kid’s clothing featuring the heroine, a theme park attraction, and a series of books. Similarly, Disney’s 2003 Pirates of the Caribbean had a theme park ride, merchandising program, video game, TV series, and comic books. Disney’s strategy is to build consumer segment around each of its characters ✓ Services targeted to specific age groups within the family: On TV, the Disney Channel is the top primetime destination for kids age 6 to 14, and Playhouse Disney is Disney’s preschool programming targeting kids age 2 to 6. Other products, like Disney’s co-branded Visa card, target adults. Cardholders earn one Disney ``dollar’’ for every $ 100 charged to the card, up to the card, up to $75,000 annually, then redeem the earnings for Disney merchandise or services, including Disney’s theme parks and resorts, Disney Stores, Walt Disney Studios, and Disney stage productions. Disney is even in Home Depot, with a line of licensed kid’s room paint colors with paint swatches in the signature mouse-and-ears shape.
Q2: Where is Disney vulnerable? What should it watch out for?
Answer:
✓ Claims of exploitation of products to the very young, and uninformed consumers (children). like Mickey Mouse and Snow White to new hits like Kim Possible. Each brand is created for a special age group and distribution channel. Baby Mickey & Co. and Disney Babies both target infants, but the former is sold through department stores and specialty gift stores whereas the latter is a
Q1: What have been the key success factors for Disney?
Answer:
✓ Marketing family entertainment: a fun experience and homespun entertainment based on old-fashioned family values. Disney responds to these consumer markets. For example if family goes to see a Disney movie together. They have a great time. They want to continue this experience. ✓ Products: addition to the movie, Disney created an accompanying soundtrack album, a line of toys and kid’s clothing featuring the heroine, a theme park attraction, and a series of books. Similarly, Disney’s 2003 Pirates of the Caribbean had a theme park ride, merchandising program, video game, TV series, and comic books. Disney’s strategy is to build consumer segment around each of its characters ✓ Services targeted to specific age groups within the family: On TV, the Disney Channel is the top primetime destination for kids age 6 to 14, and Playhouse Disney is Disney’s preschool programming targeting kids age 2 to 6. Other products, like Disney’s co-branded Visa card, target adults. Cardholders earn one Disney ``dollar’’ for every $ 100 charged to the card, up to the card, up to $75,000 annually, then redeem the earnings for Disney merchandise or services, including Disney’s theme parks and resorts, Disney Stores, Walt Disney Studios, and Disney stage productions. Disney is even in Home Depot, with a line of licensed kid’s room paint colors with paint swatches in the signature mouse-and-ears shape.
Q2: Where is Disney vulnerable? What should it watch out for?
Answer:
✓ Claims of exploitation of products to the very young, and uninformed consumers (children). like Mickey Mouse and Snow White to new hits like Kim Possible. Each brand is created for a special age group and distribution channel. Baby Mickey & Co. and Disney Babies both target infants, but the former is sold through department stores and specialty gift stores whereas the latter is a