Disney Brand Mantra

Mission statement“Walt Disney Company is committed to balancing environmental stewardship with its corporate goals and operation through out the world”.

“To make people happy ”

Vision statement

Some historical clues…

Founded by Walt Disney Established in 1923 Headquartered in California, USA Currently world’s largest conglomerate in terms

of revenue.

History…

1. 1923–1928: The silent era

2. 1928–1934: Mickey Mouse and Silly Symphonies

3.  1934–1945: Snow White and the Seven Dwarfs and World War II

4.  1946–1954: Post-war and television

5.  1955–1965: Disneyland

6.  1966–1971: The deaths of Walt and Roy Disney and the opening of Walt Disney World

7. 1972–1984: Theatrical malaise and new leadership

8.  1984–2004: The Eisner era8.1 "Save Disney" campaign and Eisner's ouster

9. 2005–present: The Iger era

Consumer Brand Equity

Salience100% Brand Awareness

FeelingsWarmth, excitement, loving, fun, happy, joy

ResonanceDisney fans clubDisney Loyalty

ImageFun, Family, Unique, Magical

PerformanceHigh Quality Products and Services,

Always Enjoyable

JudgementMostly favourable opinions of Disney

Brand

Divisions o The Walt Disney Studios

o Disney Media Work

o Walt Disney Parks and Resorts

o Disney Interactive Media Group

o Disney Consumer Products

CHARACTER

Mickey Mouse

Princesses Jimmy Cricket

Goofy

Tinkerbelle

THEME PARKS

Magic Kingdom Walt

Disney World

Orlando, Florida

Disneyland, Paris

MOVIES

The Lion King Toy

Beauty & the Beast

Pirates of the Caribbean

The Fox and the Hound

BRAND IMAGE

YouthfulMagicFun

Man and the Mouse Expensive

Walt DisneyHappy

Customer Awareness Brand Network

LOCATION MAP

Disney Resorts:1. California2. Florida3. Tokyo4. Hong Kong5. Paris

Marketing MixPlace Promotion Price

The stores are located in malls and super centres, in urban locations in order to for them to be visible, and they are nationally located within their theme parks where they will be heavily sought after by eager vacationing families.

Every aspect of Disney promotes not only itself but every other aspect as well in a circular rotation and, as Roy Disney was quoted earlier, “keeps [consumers] Mickey Mouse minded. Since Disney is a family oriented company they want to be able to attract families of median incomes.”

The prices for admission are subject to the seasons. Disney ads on television are often seen offering packages for “round trip airfare for cheap,” “kids fly free,” and “hotel packages” all to attract consumers

Disney

Product Differentiation

Additional brands such as ESPN, Miramax, Pixar and touchstone

Stores located in malls and public centers to be visible and accessible by public

Walt Disney studio produces films through imprints Walt Disney pictures, Disney animation, and Pixar, and its marvel entertainment a top comic book publisher and film producer

Walt Disney parks and resorts operates the company’s popular theme parks including Walt Disney world and Disney land

The Multiplan allowed the animator to re-use the same background, foreground, or any elements not in motion, saving hours of labour

Focused differentiation

Advertising

Give a Day. Get a Disney Day

This is a special promotion by Disney and it allows a Disney guest to redeem a free ticket in exchange for proof of community service.

People love to be involved with positive organizations

Competitive Analysis

Film, TV, cable TV, publishing, InternetMore than a third of revenues comes from cable TVStruggling with AOL business

More diversifiedTravel and tourism industry very hurt

Film, TV, publishingHard hit by the declining newspaper industry and declining ads revenues on TVDownsizing in 2009Change in executive leadership in 2009

Focused on TVMultiple channels, mass audience, ads across channelsAds account for more than 65% of salesFocusing on international markets for growth

STRENGTHSStrong Product Portfolio

Popular CharactersSynergy among business

divisionsHigh Brand AwarenessDiversified business

Localization Of Products

Internal

WEAKNESSESHigh dependence on income

from North AmericaFrequent change in

top managementLimited range of target

audience

External

OPPORTUNITIESGrowth of entertainment,

Disney music channelDisney school of

management and technology

Expansion of movie production to new countriesTarget new customers group

THREATSIntense Competition

(Nickelodon, CN)Increasing Piracy

Strong growth of online TV & movie rental

SWOT

Disney Characters: Over Exposed

What do consumers think about disney characters?

• Difficult to discern the rationale behind so many marketing strategies• Broad exposure of disney characters has made consumer feel that disney is exploiting its

brand name• Consumers feel that characters add little value to their products• Involves children in irrational purchase decision

Brand AuditConsistent Image for Disney

Fun Family Entertainment

Internal Brand Mantra

Not consistent with brand mantra?

No Association!!

Brand Mantra

A brand mantra is a short, three to five word phrase that captures the irrefutable essence or spirit of the brand positioning.

Ensures that all employees and external marketing partners understand what the brand most fundamentally is to represent to consumers so they can adjust their actions accordingly.

Fun Family EntertainmentFun Family Entertainment

Gives consumers a great moment of happiness by skyrocketing them into a magical and fancy world

Any family who wants to live a marvelous experience has definitely to see a Disney movie or to buy a Disney toy to remind this unforgettable moment.

It is the essence of Disney, the core-value and what makes the company fighting against competitors

Summary

• Disney is a leading entertainment and media enterprise

• The company realized the importance of brand mantra and of acting to maintain a consistent brand image

• Thus, they adopted: Fun Family Entertainment

• Walt Disney strives to be the world’s most famous entertainment company by creating an amazing experience for individual of all ages

DisclaimerThese slides were made by Sumedha Mittal as the project assignment for the PGP course Brand Management taught by Prof. Sameer Mathur at IIM Lucknow.

Thank You