And Now its woth $75 billion

“ I wanted to

bring CLASSIC &

MEMORABLE

family

entertainment

around the

world. “

True to his words Disney becomes the brand with highest BRAND EQUITY.

Here comes my FIRST CREATION

Simple Black and White but

With a personality of its own

Which made all the difference.

.

MICKEY MOUSE1923

ANDTHEN

IT RAINEDMONEY! (literally)

Snow White and the Seven Dwarfs (1937) .it is the first full-

length celluloid animated feature film and the earliest in

the Walt Disney Animated Classics series.

International earnings of $8 million during its initial release

briefly assumed the record of highest grossing sound film at

the time.

Davy Crockett is a five-part

serial which aired on ABC from

1954-1955 in one-hour

episodes, on the Disneyland

series.

1970s

oDisney brothers Died.

oCompany stumbled without leadership.

oWorst years for Disney

1980s :RestructuredLaunched Disney Channel

Launched Touchstone pictures

Launched Touchstone television

Sold classic Disney films on video at extremely low price

What does DISNEY do?Why it remains the

people’s favorite BRAND?

WALT DISNEY STUDIOS

PARKS AND RESORTS

DISNEY CONSUMER PRODUCTS

MEDIA NETWORKS

INTERACTIVE MEDIA

HOW DOES DISNEY INFLUENCES CONSUMERS

SO WELL ?

Disney has Understood wellDifferent Culture=Different Values

Orlando Disney World

$382 /adult

Targeting all socio economic people

TV series based on the life of middle

class single mother

Major Psychological processeswhich

Influences consumer responses to

Marketing programs of Disney?

Maintaining Social status and Creating Unforgettable memories

Are KEY Psychological factors.

Disney India Operations

WEAKNESSSTRENGTH

1.Global Expansion2. Target Customer: Children And Teens3. Popular brand name4. Product Diversification5. Popular Characters6. Efficiently marketed across different cultures.

1.Excessive Research & Development2.High Investment thus, High Risk Factor3.Limited Range & target audience tip4.Old brand thus have to innovate keeping its heritage intact which is a huge challenge

SUMMARY

In 1923 Walt Disney started creating cartoons.From a struggling studio

Went on to be a smashing success.

Disney remains worlds favorite Brand as it influences its customers by taking into account their1. Cultural differences2. Their Socio economic diversityDisney understands that the major psychological processes are1. Memory of individuals 2. Social status in society

DISCLAIMERCreated by Shivani Mishra, College of Engineering and Technology ,Bhubaneshwar for the Marketing Internship under Prof Sameer Mathur ,IIM Lucknow.