Walt Disney & Roy Disney formed an entertainment company in 1923 .

The Disney brand has always been synonymous with trust, fun, and quality entertainment for entire family .

So what made it so successful ?

PROVIDE A PROMISE, NOT A PRODUCT

The idea came from his daughter, when she was riding a carousal. His wife once asked, “Why do you want to build an amusement Park ? They’re so dirty.” Walt replied, “That’s the point. Mine won’t be.” From day one, Disney has focused on “the experience” as a key component to increasing the value of its parks.

ALWAYS EXCEED CUSTOMERS’ EXPECTATIONS

One of the reasons the Disney tradition stands the test of time is that Walt Disney was more critical of his creations than anyone else could ever possibly be. He was a relentless perfectionist with a keen eye for detail, often forcing projects to go over budget and past deadline because he wasn’t satisfied with the finished product.

PURSUE YOUR PASSION, AND THE MONEY WILL FOLLOW

Walt Disney went bankrupt more than once, leveraging everything he had in terms of assets in order to build his studio, his films and his dreams.  His vision was constantly growing.

STAY TRUE TO YOUR COMPANY’S MISSION & VALUES

  Walt Disney was famous for saying, “I hope that we never lose sight of one thing — that it was all started by a mouse.”

DIFFERENTIATE YOUR OFFER

 Every facet of Disney’s operation is unique. Disney theme park creating a dream vacation.

LEAD BY EXAMPLE & DELEGATE

Walt Disney was the artist who originally sketched Mickey Mouse, as well as several of the other iconic Disney characters. He hired reliable men and women who understood his vision and trusted them to translate that vision to others.

DEFY CONVENTION

It was show biz insiders telling him no one would ever sit still for a feature-length animated film. Others saying Walt was crazy for buying acres and acres of murky swampland in central Florida.

LEAVE BEHIND SOMETHING TO GROW

According to one historian , “The true measure of a man’s greatness is what he’s left behind to grow.” Disney world even didn’t open its gates until nearly five years after Walt Disney’ s death.

Disney consists of five business segments:

Studio Entertainment Parks and Resorts Consumer products Media Networks Interactive Media

Disney infinity gaming platform: It allowed consumers to play with many of Disney characters.

What does Disney do best to connect with its core consumers ? Disney used emerging technologies to connect with customers, this help customers to be served more easier and entertainingly . From 1980s it adopted strategy to reach older audience, now its market consists of all ages and culture. Disney organizes different type of events for customers.

What are the risks and benefits of expanding the Disney brand in new ways ? It is Disney policy to always seeking for exploring and expanding its makes. They themselves invest in the areas such as theme parks, movies, … This helps the company to bring more revenues and profits.

So what now ?

SUMMERY

DISCLAIMERCreated by Sourabh Das, SVNIT Surat , during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.