Monday, September 19, 2011

Chapter 4: The Marketing Environment

      Disney's target market may appear to be just children, but the fact of the matter is that their main focus is on the whole family. Disney's target market varies from children, to tweens, to teenagers and even adults - practically anyone who is young at heart. As Walt Disney himself once quoted "Your dead if you aim only for kids. Adults are only kids grown up, anyway."  You can see the multi-generational focus if you watch the commercials for their theme parks or by simply watching one of their animated movies; some are aimed at parents, some are aimed at children, and most have something that appeals to both.

     For years the Walt Disney Company has attracted young girls through their Disney Princess Sector. Now Disney is expanding their market by targeting even younger girls, girls still in the crib! To accomplish this Disney will be making products such as cribs and various infant products picturing the Disney Princesses Snow White, Sleeping Beauty, Cinderella, Belle, Ariel, Jasmine, Pocahontas, Mulan, Tiana, and Rapunzel.

     As far as Disney's theatrical productions, they're mainly sold in stores located in malls and super centers. These malls and super centers are usually located in urban areas in order for them to be visible to median income families. After all, median income families are their main audience.


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