Let the Magic Prevail

Founded in 1923 by brothers Walt and Roy Disney, it has always been synonymous with trust, fun and quality entertainment for the entire family

How big is it?

Well, Its Quite BIG!

• Disney is a worldwide sensation.

• It occupies #71 spot in Global 2000 Forbes list

• In 2015, Disney did US$52.46 billion in business (revenue) with a net income of US$8.38 billion

• It employs around 180,000 people worldwide

Competitors

Light Years Ahead…

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Disney Time Warner 21st Century Fox Viacom CBS

Comparison of Revenues in Billions USD

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So why is it so successful?

Opportunity Seized!

• The smashing success of cartoons with sound (Mickey Mouse) and of the first full length animation film, Snow White and the Seven Dwarfs brought the attention it required

• Disney did not look back after that and produced series of animation classics throughout the 1940s, 50s and the 60s.

• It has impacted many generations and is still continuing to do so.

Of course, it does not solely produces animated films.

Disney’s Business segment

Studio Entertainment Parks & Resorts Consumer Products Media Network Interactive

Theme parks and ResortsWith a total of 14 theme parks, cruise lines and other travel related assets around the world, Disney theme parks leave a permanent impression in the minds of the visitors, especially children and make them come back again.

Studio Entertainment

• Hannah Montana, a tween targeted show, became a significant franchise for the company including millions of CD sale, video games, etc.

• Disney television network include ESPN, ABC and the Disney Channel

• Disney launched the Infinity gaming platform in 2013, wherein consumers can play with many characters, across all Disney boundary.

Acquisitions

Interactive

• Disney connects with its customers in innovative ways through emails, blogs and the Website.

• It was one of the first companies to begin regular podcasts of its shows

Is the management that efficient?

Internally, to achieve quality and recognition focus is on Disney Difference which stems from one of Walt Disney’s most recognizable quotes:

“Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.”

Disney Difference

• Since its inception, Disney has been synonymous with quality entertainment for the entire family

• Its various theme parks and resorts showcases the visitors the classic Disney brilliance

• With the myriads of merchandise launches, people feel even more connected with their favourite characters

• It uses emerging technology; it began the regular podcasting of its TV shows and release the ongoing news about its products and interviews

What does Disney do best to connect with its core consumers?

Risks of expansion

• Staying true to its legacy

• High investment and greater competition when seeking other market segmentations

• Adjusting to the ever changing global and economic markets

• Keeping in pace with changing society and technology

Summary

Disney’s inception

Its current financial standing

Reason for success

Market segmentation strategy

Its values and principles

Connection with core customers

Risks involved in expansion

Disclaimer

Created by Siddhant Mishra, NIT Patna, during the Marketing Internship by Prof. Sameer

Mathur, IIM Lucknow