Disney Brand Mantra
Disney Brand Mantra
Mission statement“Walt Disney Company is committed to balancing environmental stewardship with its corporate goals and operation through out the world”.
“To make people happy ”
Vision statement
Some historical clues…
Founded by Walt Disney Established in 1923 Headquartered in California, USA Currently world’s largest conglomerate in terms
of revenue.
History…
1. 1923–1928: The silent era
2. 1928–1934: Mickey Mouse and Silly Symphonies
3. 1934–1945: Snow White and the Seven Dwarfs and World War II
4. 1946–1954: Post-war and television
5. 1955–1965: Disneyland
6. 1966–1971: The deaths of Walt and Roy Disney and the opening of Walt Disney World
7. 1972–1984: Theatrical malaise and new leadership
8. 1984–2004: The Eisner era8.1 "Save Disney" campaign and Eisner's ouster
9. 2005–present: The Iger era
Consumer Brand Equity
Salience100% Brand Awareness
FeelingsWarmth, excitement, loving, fun, happy, joy
ResonanceDisney fans clubDisney Loyalty
ImageFun, Family, Unique, Magical
PerformanceHigh Quality Products and Services,
Always Enjoyable
JudgementMostly favourable opinions of Disney
Brand
Divisions o The Walt Disney Studios
o Disney Media Work
o Walt Disney Parks and Resorts
o Disney Interactive Media Group
o Disney Consumer Products
CHARACTER
Mickey Mouse
Princesses Jimmy Cricket
Goofy
Tinkerbelle
THEME PARKS
Magic Kingdom Walt
Disney World
Orlando, Florida
Disneyland, Paris
MOVIES
The Lion King Toy
Beauty & the Beast
Pirates of the Caribbean
The Fox and the Hound
BRAND IMAGE
YouthfulMagicFun
Man and the Mouse Expensive
Walt DisneyHappy
Customer Awareness Brand Network
LOCATION MAP
Disney Resorts:1. California2. Florida3. Tokyo4. Hong Kong5. Paris
Marketing MixPlace Promotion Price
The stores are located in malls and super centres, in urban locations in order to for them to be visible, and they are nationally located within their theme parks where they will be heavily sought after by eager vacationing families.
Every aspect of Disney promotes not only itself but every other aspect as well in a circular rotation and, as Roy Disney was quoted earlier, “keeps [consumers] Mickey Mouse minded. Since Disney is a family oriented company they want to be able to attract families of median incomes.”
The prices for admission are subject to the seasons. Disney ads on television are often seen offering packages for “round trip airfare for cheap,” “kids fly free,” and “hotel packages” all to attract consumers
Disney
Product Differentiation
Additional brands such as ESPN, Miramax, Pixar and touchstone
Stores located in malls and public centers to be visible and accessible by public
Walt Disney studio produces films through imprints Walt Disney pictures, Disney animation, and Pixar, and its marvel entertainment a top comic book publisher and film producer
Walt Disney parks and resorts operates the company’s popular theme parks including Walt Disney world and Disney land
The Multiplan allowed the animator to re-use the same background, foreground, or any elements not in motion, saving hours of labour
Focused differentiation
Advertising
Give a Day. Get a Disney Day
This is a special promotion by Disney and it allows a Disney guest to redeem a free ticket in exchange for proof of community service.
People love to be involved with positive organizations
Competitive Analysis
Film, TV, cable TV, publishing, InternetMore than a third of revenues comes from cable TVStruggling with AOL business
More diversifiedTravel and tourism industry very hurt
Film, TV, publishingHard hit by the declining newspaper industry and declining ads revenues on TVDownsizing in 2009Change in executive leadership in 2009
Focused on TVMultiple channels, mass audience, ads across channelsAds account for more than 65% of salesFocusing on international markets for growth
STRENGTHSStrong Product Portfolio
Popular CharactersSynergy among business
divisionsHigh Brand AwarenessDiversified business
Localization Of Products
Internal
WEAKNESSESHigh dependence on income
from North AmericaFrequent change in
top managementLimited range of target
audience
External
OPPORTUNITIESGrowth of entertainment,
Disney music channelDisney school of
management and technology
Expansion of movie production to new countriesTarget new customers group
THREATSIntense Competition
(Nickelodon, CN)Increasing Piracy
Strong growth of online TV & movie rental
SWOT
Disney Characters: Over Exposed
What do consumers think about disney characters?
• Difficult to discern the rationale behind so many marketing strategies• Broad exposure of disney characters has made consumer feel that disney is exploiting its
brand name• Consumers feel that characters add little value to their products• Involves children in irrational purchase decision
Brand AuditConsistent Image for Disney
Fun Family Entertainment
Internal Brand Mantra
Not consistent with brand mantra?
No Association!!
Brand Mantra
A brand mantra is a short, three to five word phrase that captures the irrefutable essence or spirit of the brand positioning.
Ensures that all employees and external marketing partners understand what the brand most fundamentally is to represent to consumers so they can adjust their actions accordingly.
Fun Family EntertainmentFun Family Entertainment
Gives consumers a great moment of happiness by skyrocketing them into a magical and fancy world
Any family who wants to live a marvelous experience has definitely to see a Disney movie or to buy a Disney toy to remind this unforgettable moment.
It is the essence of Disney, the core-value and what makes the company fighting against competitors
Summary
• Disney is a leading entertainment and media enterprise
• The company realized the importance of brand mantra and of acting to maintain a consistent brand image
• Thus, they adopted: Fun Family Entertainment
• Walt Disney strives to be the world’s most famous entertainment company by creating an amazing experience for individual of all ages
DisclaimerThese slides were made by Sumedha Mittal as the project assignment for the PGP course Brand Management taught by Prof. Sameer Mathur at IIM Lucknow.
Thank You