“It all started with a mouse”

Followed by…..Snow White and the Seven Dwarfs

AND THEN…

AND THEN…

TOGETHER the company operated in 5 segments…

Media networks

Parks & resorts

Studio entertainment

Consumer products

Interactive Media

With ‘ONE VISION’

• FUN • FAMILY• ENTERTAINMENT

…and that is how DISNEY defined

its BRAND

Building a Strong Brand

Consumer Based Brand Equity

BRAND ELEMENTS

LOGOS SLOGANS

POP CULTURE

Brand Associations

Segmenting & Targeting Markets

Geographic Segmentation • Set up in strategic locations like

Europe, Japan, India and US\• Theme parks built for whole

family to enjoy• Focused on parents “Let

Memories Begin” & “This is where the Magic Happens”

Demographic Segmentation• Mainly targets children and

their families, uses multi-segment targeting strategy.

• Intrigues people of all ages (child, teen & parent, etc.)

Psychographic Segmentation

• Good morals & jokes

• Targeted at all

Nature of Competition

Threat of Entrants: Low• High investments• Economy of Scale• Learning based• Large customer based

Bargaining Power of Suppliers: Moderate to Low

• Many international/ domestic suppliers

• Media consolidation gives Disney power

• Non differentiating products

Rivalry among competitors: High

• Long term contracts are needed

• Most offer standardized product with differentiation

• Exit barriers are high• Market shares is not

expanding as fast

Substitute Products: Moderate to High

• Technology improvement• Improvement to value chain

channels• Different packages, tailor

made to customer

Bargaining Power of Buyers: Moderate to High

• Low switching cost• Price sensitivity• On line research

Frames of Reference

• Faces immense competition• Mass Media company – media & entertainment• Youthful Brands• Fun• Driven by imagination and spirit

• Fun• Excitement• Creativity &

Imagination

• Promise of unique and unmatched entertainment

• Characters contribute to strong and positive associations

Brand Positioning

Defining a Brand MantraEmotional Modifier Descriptive Modifier Brand Function

Fun Family Entertainment

Implementing a Brand MantraCommunicate

Simplify

Inspire

Brand HeritageStarted in US (1923)Grown across world

Brand OfferingWide variety of family,

entertainment, cartoons, movies, games, amusement

parks and merchandise

Brand AudienceHelp young children, their parents, friends and family

all over the world

Brand BenefitsCreate fantastical stories

that help audience’s dream

Brand PersonalityFun, caring, loyal, full of

laughter, imaginative and creativity

Brand Value BenefitsHonestly, Integrity, Respect,

Courage, openness, diversity and balance

Brand Mission on EarthOffer best family entertainment that is accessible

and forward thinking to keep audience excited and happy

Brand VisionStrive to develop the most creative,

innovative and profitable entertainment experiences in the Word

Sameer MathurBuddingMarkets.com

Marketing Professor 2009 – 2013

Ph.D. and M.S. (Marketing) 2003 – 2009

Marketing Professor 2013 –

Indian Institute of Management, Lucknow

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These slides have been created during the PGP Brand Management course taught by Mr. Sameer Mathur at IIM Lucknow