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Disney

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Ученица 10 ЕН-2 класса

Шевкуненко Елизавета

The Walt Disney Company brings happiness for million people around the world. Nowadays The Walt Disney Company is a well-worldwide-known empire. It offers multiple services & products.

Today, the Walt Disney Company comprises a portfolio of brands related to various forms of entertainment, and this complex web of brands is all on the small shoulders of a mouse and one man’s dream.

Why is Walt Disney voted the most loved brand in the world according to a recent study? We are going to find the answer with the help of Disney strategy of marketing

The Walt Disney Company divides in 4-business segments that include:

1. Studio Entertainment, including cartoons, TV products, musical recordings and stage plays. (Examples for presentation: Miramax Films, Touchstone Pictures, Disney on Ice, Walt Disney Studios Home Entertainment, Walt Disney Pictures, Walt Disney Records)

2. Media Networks, including Broadcasting and Cable networks (Examples: Touchstone Television, Vista Production, ESPN, ABC TV network and Disney Channel)

3. Theme Park & resorts, including Vacation destinations, Cruise line and Recreational parks

The Disney brand was built on animated features, but in 1955 the Disney brand extended far beyond cartoons with the opening of Disneyland. The theme parks allow the brand to build associations through multiple senses and make a powerful impact on consumers’ interactions with the brand.

(Examples: Walt Disney World ( Florida ), Disneyland ( California ), Disney Cruise Line, Tokyo’s Disney Resort, Disneyland (Paris))

4. Consumer Products, that varies from hats to computer software.

Disney’s prices are not low. Although, when compared to other goods and services, taking into consideration the quality of products that Disney provides, the price is fair.

Disney has its products distributed all over the world, seeking expansion of the market. The key found by Disney is to position their main attractions (parks and resorts) in places with a high flux of people, so more people can be familiar with the brand. It is possible to observe this by looking to the places of the Disney’s amusement parks today: California and Florida (America), Paris (Europe), and Hong Kong and Tokyo (Asia)

Disney reach a broader market at a lower cost – people from all over the world can access Disney’s website, play their games, watch their movies, shop their products, and their parents can directly book vacations.

The company's vision is formulated very simple - "Make people happy."

«I don't make pictures just to make money. I make money to make more pictures»

Thanks for the attention.