disney - Ryan Sweeney Principles of Marketing Brand...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
                      Ryan Sweeney Principles of Marketing – Brand Analysis Professor Michael McCall- F07 12/6/07 1
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
The Walt Disney Company has long been a staple in the worldwide entertainment culture. Since its beginnings in the early 1920’s, Disney has continued to grow through both acquisitions and organic growth by improving and investing in areas of the company that they can already operate in and acquiring companies that help them to meet their goals. They operate in four segments: Media Networks, Parks and Resorts, Studio Entertainment and Consumer Products, all of which have been extremely pivotal in the overall success of the company. But how can a company that so large, be able to promote their brand effectively, and the way they want to? Disney has been able to develop and evolve their brand from its small presence in the United States to a brand that has gone completely global. Since Disney is so large, we will look at a more in depth look of the picture that started at all, Mickey Mouse. Although Disney owns numerous media networks and studio entertainment outlets, we will focus more in depth with what people identify with the most, when they hear the words “Walt Disney” uttered. People immediately will think of the company’s parks and resorts and consumer products, not the numerous media networks and studio entertainment. Still these two combined, only comprise of 29% of Disney’s overall revenue each year. (Media networks alone rake in 20% more on average) Despite this Disney is committed to every segment of their company, and are consistently striving to maintain their brand image in their target markets eyes, by striking a balance in all of these. One of the ways they are able to accomplish this is by identifying who they want to target as their primary customers. Primarily Disney focuses its marketing strategy mainly on White-collar, professional families in new suburbs and blue-collar, average-income families. The 2
Background image of page 2
problem with having these two groups as your primary targets is the fact that the white-collar families have more of an interest for technology, and they tend to focus and be more pre-occupied with the memories and experiences they will leave behind for their children. Average-income families however tends to worry more about their financial security. To target both these groups, Disney as a company has to use separate approaches. For the professional, white-collared families focusing more on the technology and memories could help “sell” them, without having them focus on a appropriately on price. For the average-income families, Disney has to emphasize value options, or maybe even a special discount could help. Other markets Disney could focus its marketing efforts on would be consumers
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 13

disney - Ryan Sweeney Principles of Marketing Brand...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online