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“It all started with a mouse”
Followed by…..Snow White and the Seven Dwarfs
AND THEN…
AND THEN…
TOGETHER the company operated in 5 segments…
Media networks
Parks & resorts
Studio entertainment
Consumer products
Interactive Media
With ‘ONE VISION’
• FUN • FAMILY• ENTERTAINMENT
…and that is how DISNEY defined
its BRAND
Building a Strong Brand
Consumer Based Brand Equity
BRAND ELEMENTS
LOGOS SLOGANS
POP CULTURE
Brand Associations
Segmenting & Targeting Markets
Geographic Segmentation • Set up in strategic locations like
Europe, Japan, India and US\• Theme parks built for whole
family to enjoy• Focused on parents “Let
Memories Begin” & “This is where the Magic Happens”
Demographic Segmentation• Mainly targets children and
their families, uses multi-segment targeting strategy.
• Intrigues people of all ages (child, teen & parent, etc.)
Psychographic Segmentation
• Good morals & jokes
• Targeted at all
Nature of Competition
Threat of Entrants: Low• High investments• Economy of Scale• Learning based• Large customer based
Bargaining Power of Suppliers: Moderate to Low
• Many international/ domestic suppliers
• Media consolidation gives Disney power
• Non differentiating products
Rivalry among competitors: High
• Long term contracts are needed
• Most offer standardized product with differentiation
• Exit barriers are high• Market shares is not
expanding as fast
Substitute Products: Moderate to High
• Technology improvement• Improvement to value chain
channels• Different packages, tailor
made to customer
Bargaining Power of Buyers: Moderate to High
• Low switching cost• Price sensitivity• On line research
Frames of Reference
• Faces immense competition• Mass Media company – media & entertainment• Youthful Brands• Fun• Driven by imagination and spirit
• Fun• Excitement• Creativity &
Imagination
• Promise of unique and unmatched entertainment
• Characters contribute to strong and positive associations
Brand Positioning
Defining a Brand MantraEmotional Modifier Descriptive Modifier Brand Function
Fun Family Entertainment
Implementing a Brand MantraCommunicate
Simplify
Inspire
Brand HeritageStarted in US (1923)Grown across world
Brand OfferingWide variety of family,
entertainment, cartoons, movies, games, amusement
parks and merchandise
Brand AudienceHelp young children, their parents, friends and family
all over the world
Brand BenefitsCreate fantastical stories
that help audience’s dream
Brand PersonalityFun, caring, loyal, full of
laughter, imaginative and creativity
Brand Value BenefitsHonestly, Integrity, Respect,
Courage, openness, diversity and balance
Brand Mission on EarthOffer best family entertainment that is accessible
and forward thinking to keep audience excited and happy
Brand VisionStrive to develop the most creative,
innovative and profitable entertainment experiences in the Word
Sameer MathurBuddingMarkets.com
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management, Lucknow
21
These slides have been created during the PGP Brand Management course taught by Mr. Sameer Mathur at IIM Lucknow