ALEX COOLEY, JASON COOSE, ROBERTO HAGE, NOLAN PARK, STACY PARK

Disney's Brief History

-1923: Founded -1928:Mickey Mouse -1928: Steamboat Willy -1937: Snow White -1949: Walt Disney -1984: Acquires

Music Company -1955: Disneyland; Anaheim, California -1983: Disney Channel is launched

Touchstone Films -1987: 1st Disney Store opens -1995: Purchases ABC -1996: Disney online -2006: Acquires Pixar -2009: Marvel joins -2012: Acquires Lucasfilms

Positioning
Brand associations: fantasy, dream, magic,

creativity, happiness and learning. http://www.youtube.com/watch?v=uFUO6o7lYow Target market: Children 4-12 years old, Parent

Competition

Brand Resonance
-Salience Over 85 years of Disney -Performance Pixar 13 straight number 1 box office films

-Imagery Family friendly characters, homey, happy

Brand Resonance
-Judgments Good family brand -Feelings The happiest place on earth
http://www.youtube. com/watch?v=OOpO hlGiRTM

-Resonance Because of past success

Brand Hierarchy
Walt Disney Company
Media Networks
ESPN ABC Disney Channels Worldwide

Walt Disney Studios

Walt Disney Studios Motion Pictures Walt Disney Animation Studios Touchstone Disney-Pixar

Parks and Resorts

Disneyland Resort Walt Disney World Resort

Disney Consumer Products

Disney Publishing Disney Licensing Worldwide

Disney Interactive
Disney Interactive Media Disney Interactive Games

Disney Cruise Line

Brand Architecture

Disney Animation

Studios Disneyland Disney-Pixar Touchstone Disney Movie Studios

Brand Portfolio
Revenue
Walt Disney Studios 16%

Interactive Media 2% Consumer Products 7%

Media Networks 46%

Parks and Resorts 29%

Key Marketing Strategies for Brand Positioning

Cross-Promotion Strategy Promotes upcoming movies and products through own network-ABC, Disney Channel Extremely effective with continuous marketing Different target markets for each TV network

-Disney formed deal with McDonald's

Happy meal toys, posters, TV commercials

-Super Bowl Commercials

"I'm Going to Disney World!"

-Alliance with Siemens

Innovation and technology

Alliances- Broaden Target Markets

Franchising- Umbrella Branding

Mickey Mouse Brand-1928

#1 franchise in the world according to Forbes Flagship brand for Disney 98% recognizable by Moms and children Licensing Creation of Princess Brand-2000 Target market: girls ages 3-11 8 Characters in product lineup Princess Concept open ended Many opportunities 4 Billion Dollars retail sales, fastest growing

Experiential Marketing
Disneyland

1st place in annual attendance for theme parks

121 million people in 2011 Selling Disney Magical Experience Pictures with Disney characters Character Dining Coined the "Happiest Place on Earth"

Brand Expansion
Television Channels Music Studios

- The Disney Channel - ABC Family - ESPN Cruise Lines - Disney Cruise Theme Parks -Disneyland -Disneyworld Online Games -Club Penguin

-Disney Music Group -Disney Theatrical Group Movie Studios -Disney Animation -Disney Motion -Disneynature -Pixar -Touchstone -Marvel

Questions