The Walt Disney Company

Submitted by:

Abdul Aziz Khan

Huzaifa Rathore
Misbah Qurratul Ain
Mohsin Iqbal
Urooj Aslam
Introduction:
The Walt Disney Company has a long and interesting history that spans almost 100 years. It was
founded by brothers Walt Disney and Roy O. Disney on October 16, 1923. Originally, the
company was called ‘Disney Brothers Cartoon Studio’. At first, they established themselves in
the animation industry before extending their interests to producing live-action films.
Disneyland opened in 1955, since then, the United States and overseas also have opened 5
Disney theme parks, they are located in 4 countries and regions. In September 12, 2005, Hong
Kong Disneyland became the first Disney theme park in China, and the Disney Group has
ensured the plan that building another theme park in the Chuansha town of Shanghai at that
time. By the end of March 2010, there are six places having Disneyland, including the California
state, Florida State, Paris, Tokyo, France, Shanghai, and Hong Kong.

Our Mission:
The mission of The Walt Disney Company is to entertain, inform and inspire people around the
globe through the power of unparalleled storytelling, reflecting the iconic brands, creative
minds and innovative technologies that make ours the world’s premier entertainment
company.

OUR VISION:
To Make People Happy.

Our Objective:
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.
Disney's Marketing Strategies:
The Walt Disney Company claims to do intensive research to learn about its target market,
enabling it to seize growth opportunities on a global level. Disney's corporate officials say
they are committed to staying current with technologies children use, with shows they are
watching, and how they incorporate technology in their lives.
Walt Disney is still well ahead of the competitors in all aspects of business. Walt Disney is still
the biggest demand of its target market. All kids around the world know the brand and adults
grew up on it. The Disney networks still have more viewers than its competitors and the parks
have more visitors.

FOUR P’s of Marketing:

Product- Walt Disney’s product continues to be unique. There products from media to
entertainment is second to none. They have excelled in the quality of products and services
since the 1930’s.

Price- Because of Walt Disney’s longevity and customer loyalty, Consumers don’t mind paying
top dollar for Disney products. They are loyal to the Disney brand and receive great customer
service and products.

Place- Consumers can find Disney products at all of their theme parks and resorts. Disney also
has Disney store locations in North America, Europe, and Japan.

Promotion- Current and potential customers see the Disney brand everywhere. ABC is one of
the biggest television networks that exist. Along with ESPN and Disney’s kid’s channels, every
gender and age group has a high volume of television networks to choose from.
Market Segmentation:
Disney uses geographic, demographic, and psychographic segmentation to locate their target
market.

 Geographic segmentation: This is used for the location of Disney's theme parks such
as Disney Land and Disney World which are strategically located in the world's most
visited places: Europe, Japan, China and of course the United States.
 Demographic segmentation: This is used to help determine where to place their chain stores
called the Disney Disney Store, where to distribute their movies, and even determines what kind
of movie they should create next.
 Psychographic segmentation: This is also used to help Disney determine who is going to
buy more of their products. 

Target Market:
Disney mainly targets children and their families, it uses the multisegment targeting
strategy which is when a firm chooses to serve two or more well-defined market segments.
Disney intrigues people of all ages; whether it is a child, teen, or parent. For small children, it
has its animation films, toys and other goods from their consumer products division, a segment
on their channel called "Playhouse Disney," and many more. For older kids such as tweens and
teens, it has the Disney Channel, Radio Disney, their live-action films, and much more. Disney's
live-action films such as Pirates of the Caribbean attracts adults as well, in order to target adults
Disney uses a "family approach." Disney theme parks were built for the whole family to enjoy
and they do a fine job stressing that. If you pay close attention to their advertisements you will
see that they are not always aimed for children, in fact they are aimed at the parents most of
the time with little phrases such as "Let the Memories Begin" and "This is Where the Magic
Happens." Even the animation films are made to please the parents, with their good morals and
some jokes that are meant for the child not to understand. In addition, the Disney Store has its
own Home Decor department which is intended to satisfy the parents' wants as well as their
children's, while the child is browsing through the toys, the parent is browsing through the
Home Decor section.
     As you can see Disney does not have one specific target market, it focuses on each member
of the family. It mainly targets average income families, who live in urban areas. Almost all of
the Disney Stores are located in large super-centers and malls; their theme park in the United
States is located in Orlando, Florida; and their films as well as consumer products are
conveniently priced for the average person. Walt Disney himself said it all when he stated:

"You’re dead if you aim only for kids. Adults are only kids grown up, anyway." -
Walt Disney
International Outreach:
According to small-business strategist DEMC, Disney recognizes that many people do not
have the opportunity to travel to the United States to visit Walt Disney World or Disneyland.
As a result, Disney developed theme parks around the globe to capture the market, adapting
them to local cultures. They include Disneyland Paris, Tokyo Disney, and Hong Kong
Disneyland. With worldwide expansion, Disney aims to increase its marketplace and expand
its brand.

Advertising and Promotions:

Disney's ownership of media networks such as ABC, Disney Channel and ESPN is a strategy
the company is using to market its brand to Americans. This includes a systematic approach
to television advertising, as well as radio commercials, print, outdoor advertising and mobile
initiatives, promoting discounts on resorts, and family packages. To reach teenagers, Disney
launched advergaming, which puts ad messages in online and video games. The goal is to
reach kids directly and encourage them to urge their parents to visit a Disney park for a
family experience.

Innovations:
As part of its marketing strategy, Disney believes in innovation to stay ahead of the
competition and build business. With rapid advances in technology, the traditional passive
television audience is in transition, no longer captive to prime-time scheduling on major
networks. Disney's strategy is to connect with kids directly via storytelling utilizing multiple
technologies.