Transcript
Don’t Sell Your Products, Sell Your Stories
Walt Disney’s genius was not animation or theme park design, but in truly understanding the human heart
Marketing and branding is ultimately about wooing and winning someone’s heart
DISNEY OVERVIEW
BRAND IDENTITY
● YOUTHFUL● JOYFUL● MAGICAL● FAMILY
ORIENTED● TRUST
TARGET MARKET
Families with younger children
DISNEY’s MARKETING TOOLS
1)Advertising through television, radio, movies and print.
2)Personality of the brand-happy, lighthearted and magical
3)Having the ability to transport children and adults to a state of happiness and
magic
4)Disney prides themselves on this image.
DISNEY LEGACY
1)Larger Rides
2)Appeal to older
audience
3)Located on the other
side of the disney world
NEW ADVERTISING STRATEGIES
1)Television commercials 2)Youtube Advertisements 3)Youtube Advertisements
4)Print Advertisements 5)Interactive website 6)Catalogs and Emails to customers
“Building a community, not just shilling a product”
Adventurous, Personal, Endorsements and Humour Appeal
FREAKISHLY LOYAL CUSTOMERS1)All theming, all the time
Disney’s theming is more than a few cartoon faces on side of rides. Its immersive, complete and, in its own cheesier-than-France way, kind of classy.
2)IMMERSION
Fans keep coming because
there is always more to see.
Disney’s moto isn’t “lots of
rides”, it is
“The Happiest Place on
Earth”
3)Everyone’s a princess
Cast members give children
badges and balloons at random;
princesses stop to greet little
girls dressed in princess gear;
guests are allowed to “Captain”
the jungle cruise and Mark
Twain riverboat,
4)Mining the Mythos
Disneyland’s greatest product is its
own mythology. The running of
the park maybe too tawdry for the
public eye, but the story of the
park is trumpeted everywhere.
THE FOUR P’s
Products-Wide variety of products from tangible goods at stores to experience at
their theme parks.
The use of wide variety of characters across their products solidifies their
customer-brand relationship.
2)Pricing
Disney keeps its prices just
on the border of affordable.
The strategy is to make the
price just high enough to
ensure that each experience
is unique since it is
infrequent.
3)Place/Distribution
Disney distributes its products
in areas with high amount of
people in order to make their
brand more familiar and
available to consumers. Theme
parks located in well known
areas like Florida, California,
Paris and Tokyo.
4)Promotion
Disney succeed in this area
especially in low peaks of the
year. Promotion such as low
price rooms, free or reduced
tickets and items are highly
utilized strategies of disney.
“I’m a big believer in respect for heritage, but I’m also a big believer in the need to innovate and the need to balance that respect for heritage with a need to be relevant”
REFERENCES
1)Marketing Management-A South Asian Perspective by Kotler et al
2)Kissmetrics blog by D Bnonn Tennant
3)Disney marketing analyses by Ashley Lopez
SUMMARYThe Reverse Content Marketing
● Disney tells stories first, develops and sells products second.
● Creates freakishly loyal customers.
● Exceptional social media connect.
● The special 4P’s
DISCLAIMERCreated by Abhimanyu Singh, ISM Dhanbad under a marketing internship by
Prof. Sameer Mathur
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