Thursday, November 17, 2011

Chapter 8: Segmenting & Targeting Markets

“There are three kinds of companies: those that make things happen, those that watch things happen, and the rest who wonder what happened.” - Anonymous

     Now it is obvious which kind the Walt Disney Company is, this is due to their market segmentation. Market segmentation helps marketers define customer needs and wants more precisely. Disney uses geographic, demographic, and psychographic segmentation to locate their target market. Geographic segmentation refers to a region of a country or the world, market size, market density, or climate; this is used for the location of Disney's theme parks such as Disneyland and Disney World which are strategically located in the world's most visited places: Europe, Japan, India, and of course the United States. Demographic segmentation refers to age, gender, income, ethnic background, and family life cycle; this is used to help determine where to place their chain stores called the Disney Store, where to distribute their movies, and even determines what kind of movie they should create next. Psychographic segmentation is based on personality, motives, lifestyles and geodemographics; this is also used to help Disney determine who is going to buy more of their products. 

     Disney mainly targets children and their families, it uses the multisegment targeting strategy which is when a firm chooses to serve two or more well-defined market segments. Disney intrigues people of all ages; whether it is a child, teen, or parent. For small children, it has its animation films, toys and other goods from their consumer products division, a segment on their channel called "Playhouse Disney," and many more. For older kids such as tweens and teens, it has the Disney Channel, Radio Disney, their live-action films, and much more. Disney's live-action films such as Pirates of the Caribbean attracts adults as well, in order to target adults Disney uses a "family approach." Disney theme parks were built for the whole family to enjoy and they do a fine job stressing that. If you pay close attention to their advertisements you will see that they are not always aimed for children, in fact they are aimed at the parents most of the time with little phrases such as "Let the Memories Begin" and "This is Where the Magic Happens." Even the animation films are made to please the parents, with their good morals and some jokes that are meant for the child not to understand. In addition, the Disney Store has its own Home Decor department which is intended to satisfy the parents' wants as well as their children's, while the child is browsing through the toys, the parent is browsing through the Home Decor section.

     As you can see Disney does not have one specific target market, it focuses on each member of the family. It mainly targets average income families, who live in urban areas. Almost all of the Disney Stores are located in large super-centers and malls; their theme park in the United States is located in Orlando, Florida; and their films as well as consumer products are conveniently priced for the average person. Walt Disney himself said it all when he stated:

"Your dead if you aim only for kids. Adults are only kids grown up, anyway." - Walt Disney

76 comments:

  1. Excellent blog you’ve got here.It’s difficult to find high-quality writing like yours nowadays. I really appreciate individuals like you! Take care!! Please check out my site.
    Buy Targeted Visits

    ReplyDelete
    Replies
    1. I agree, this blog, by far has been the best that I have found, thanks for sharing your thoughts and findings.

      Delete
  2. very interesting blog! does Disney also do ethnographic segmentation? If yes, what does it help Disney determine?

    ReplyDelete
  3. who publishes this blog and can it be used for research papers?

    ReplyDelete
  4. This is a great blog. Not to be a "grammar Nazi," but it's "You're" not "your" on Walt Disney's quot. Everything else is great. I am doing a project in my Hospitality class on building a hotel from the ground up. And my theme is a family hotel and resort.

    ReplyDelete
  5. "Your dead if you aim only for kids. Adults are only kids grown up, anyway." - Walt Disney your dead??

    ReplyDelete
  6. This comment has been removed by the author.

    ReplyDelete
  7. Cayman Islands Internet marketing and Search Engine Optimization SEO company offering web marketing including Social Media Marketing, Link Building, Pay-Per-Click, Email Blast, Email Marketing, Graphic Design, Web Development and Videography, Photography
    SEO Cayman

    ReplyDelete
  8. We're a passionate group of digital marketing and advertising experts. seo

    ReplyDelete
  9. מתמחים באנימציה, סרטי תדמית, סרטוני שיווק, סרטונים לגיוס כספים, סרטוני אנימציה להצגת רעיון, סרטי אנימציה לסטארטאפ,explainer video, animation video סרטון אנימציה למוצר

    ReplyDelete
  10. You advertising information is too good for everyone, thanks for sharing about Promotional SMS Service Provider.

    ReplyDelete
  11. Thanks for some other excellent post. Where else may anyone get that kind
    of info in such a perfect means of writing? I’ve a presentation next week, and I’m on the look for such info.
    Thank you very much
    prediksi Togel
    prediksi Togel
    Jawapkr88
    danaqq
    Jawapkr88
    Situs agen judi Online terbaik
    Agen Judi Online

    ReplyDelete
  12. This is such a great resource that you are providing and you give it away for free. I love seeing websites that understand the value of providing a quality resource for free. It is the old what goes around comes around routine.
    wordpress web design

    ReplyDelete
  13. we provide Quality website designing, time bound, cost effective and value added services for technology innovative business solutions that require specialized domain expertise.





    jasa ppc pemasaran di jakarta | ppc service provider jakarta

    indonesia seo perusahaan | indonesia seo company

    ReplyDelete
  14. Thanks for some other excellent post. Where else may anyone get that kind
    of info in such a perfect means of writing? I’ve a presentation next week, and I’m on the look for such info.
    Thank you very much
    prediksi Togel
    prediksi Togel Hongkong
    Jawapoker88
    danaqq
    Jawapkr88
    Situs agen judi Online terbaik
    Agen Judi Online
    Rumtar365
    danaqq
    RAJAPOKER88 SITUS AGEN JUDI POKER BANDAR DOMINOQQ ONLINE TERPERCAYA

    ReplyDelete
  15. India? Are you talking about Hongkong Disneyland? It is China.

    ReplyDelete
  16. hey there nice blog
    check our website for
    target ads

    ReplyDelete
  17. This comment has been removed by the author.

    ReplyDelete
  18. Nice... Blog thanks for sharing do you know one of the bets web designing company in mumbai

    ReplyDelete
  19. Amazing content Thanks for sharing I am so very happy to read this content I am looking for Social Media Agency in Delhi

    ReplyDelete
  20. we are offering Virtual Reality Training services in Delhi mobile application development like Android, Iphone Windows 360 video, print media application game development so come on Simulanis Solutions Augmented Reality Company in India and Virtual Reality Company in India

    ReplyDelete
  21. This website can live streaming , you can join at my site :
    agen judi online terpercaya
    Prediksi Bola

    Thank you
    agenpialaeropa.net

    ReplyDelete
  22. Awesome article! It is in detail and well formatted that i enjoyed reading. which inturn helped me to get new information from your blog.
    Find the Best Interior Designs in Vijayawada

    ReplyDelete
  23. I am not very good at writing, after I saw this very good website, I became excited to write smarter.

    Merawat Burung Kacer

    Pecinta Burung

    ReplyDelete
  24. a very useful website, very good to always remember and must be taken care of thanks for the information.

    Bisnis

    Kuliner Online


    Bisnis Online Indonesia

    ReplyDelete
  25. A very good website, I have never found a website like this, it always works.

    Game PC Terbaik

    Game Steam Gratis 2018

    ReplyDelete
  26. Hello my loved one! I want to say that this post is awesome, nice written and include almost all important information. I would like to peer more posts like this. I’ll right away grab your rss feed as I situs togel terpercaya can’t to find your email subscription hyperlink or e-newsletter service. Do you’ve any? Kindly allow me recognise so that I may subscribe. Thanks.

    ReplyDelete
  27. I really enjoy simply reading all of your weblogs. Simply wanted to inform you that you have people like me who appreciate your work. Definitely a great post.

    Togel Hongkong Terpercaya

    ReplyDelete
  28. Very interesting blog. Alot of blogs I see these days don't really provide anything that I'm interested in, but I'm most definately interested in this one. Just thought that I would post and let you know

    Agen Sbobet Terpercaya
    Agen Sbobet Termurah
    Agen Sbobet Casino
    Agen Sbobet Resmi
    Poker Indonesia

    ReplyDelete
  29. I am very interested in this article, in my opinion this is very useful, like my site Agen Togel Online visit too bruhh. Thanks

    ReplyDelete
  30. I am very interested in this article, in my opinion this is very useful, like my site Agen Togel Online visit too bruhh. Thanks

    ReplyDelete
  31. It is very satisfying to read this quality article. I hope you can also visit the site that I created Agen BandarQ Terpercaya thank you my friend.
    Berita Terbaru

    ReplyDelete
  32. Why can you make this good article? I hope you can also give input to me for this brilliant idea at Agen Casino Online Terpercaya I'm waiting bro.
    Perisakti Prediksi Togel dan Bola Paling Jitu

    ReplyDelete
  33. I was very amazed by the article you made, very useful and meaningful. I hope you also visit my site at Agen Casino Slot Online Terpercaya okay bro.
    Prediksi Paling Lengkap dan Jitu

    ReplyDelete
  34. cbtf tips Following the 2019 Pulwama attack, several former Indian players and the Board of Control for Cricket in India (BCCI) called for the boycott of the group match fixture between India and Pakistan (PAK), wanting to ban the Pakistan (PAK) cricket team from playing in the tournament. However, after conducting a press meet in Dubai, the International Cricket Council (ICC) rejected the BCCI’s statement regarding banning Pakistan (PAK) from the World Cup and assured that the scheduled match will go ahead as planned despite the ongoing standoff between the two nations. Today Match Prediction – 2019 World Cup Favorites Today Match Prediction

    ReplyDelete

  35. NAGAQQ | AGEN BANDARQ | BANDARQ ONLINE | ADUQ ONLINE | DOMINOQQ TERBAIK

    Yang Merupakan Agen Bandarq, Domino 99, Dan Bandar Poker Online Terpercaya di asia hadir untuk anda semua dengan permainan permainan menarik dan bonus menarik untuk anda semua

    Bonus yang diberikan NagaQQ :
    * Bonus rollingan 0.5%,setiap senin di bagikannya
    * Bonus Refferal 10% + 10%,seumur hidup
    * Bonus Jackpot, yang dapat anda dapatkan dengan mudah
    * Minimal Depo 15.000
    * Minimal WD 20.000

    Memegang Gelar atau title sebagai AGEN BANDARQ Terbaik di masanya

    Games Yang di Hadirkan NagaQQ :
    * Poker Online
    * BandarQ
    * Domino99
    * Bandar Poker
    * Bandar66(NEW GAMES)

    Info Lebih lanjut Kunjungi :
    Website : NAGAQQ
    WHATSAPP : +855967014811
    Line : Cs_nagaQQ
    TELEGRAM :+855967014811

    BACA JUGA BLOGSPORT KAMI YANG LAIN:
    berita nagaqq/
    agen bandarq online/
    Kemenangan NagaQQ/

    ReplyDelete
  36. you´re, you´re, you´re, you´re dead, you´re dead. will someone please understand the difference between your and you´re

    ReplyDelete
  37. Full services Social Media Marketing and Social Media Marketing Advertising Agency in India. Best Social Media Marketing Companies in Delhi.
    https://www.trendyonlinesolution.in/social-media-marketing-company.html

    ReplyDelete
  38. Cara Main Judi Bola Online Buat Pemula

    Cara main agen bola online Dari sekian banyak permainan judi online yang ada saat ini, Taruhan Judi Bola (Sportbook) merupakan salah satu permainan yang sangat mengandalkan segi teknis di luar faktor keberuntungan.
    Anda tidak akan bisa bermain atau bahkan menang dalam permainan Sportbook jika tidak menguasai Cara Bermain Judi Bola dengan benar. Selain teknis taruhan, Anda juga harus memiliki wawasan atau pengetahuan bola yang baik. Mengapa wawasan bola juga menjadi faktor yang sangat penting?
    Karena track record kedua tim yang akan bertanding sangat berpengaruh terhadap skor akhir pertandingan. Anda perlu melakukan pengecekan terhadap performa terkini kedua tim, rekor head to head dan masih banyak lagi. Dengan pemahaman yang baik terhadap dunia si kulit bundar, Anda akan memiliki peluang yang lebih besar dalam bermain judi bola online.
    Maniabola77 adalah salah satu agen judi bola online seIndonesia dengan permainan terlengkap yang menyediakan permainan taruhan bola, slot games, idn poker, live casino, live dingdong. Maniabola77 berkomitmen untuk menjadi agen bola online indonesia terlengkap yang mendukung berbagai macam provider di asia, provider yang meliputi unobet, sbobet, cmd368, sbobet casino, m88, ebet, evolution gaming dengan tambahan IDN poker yang sedang hits di indonesia saat ini. Situs Bola Terpercaya dan Situs Poker Terpercaya terbesar yang memiliki lisensi resmi
    sebagai bandar bola terbaik di indonesia dengan deposit yang murah. Bermain judi slot mobile di maniabola77 tidak akan membosankan dengan berbagai permainan sportbook, poker, live dingdong dan satu lagi permainan yang tidak kalah menarik yang tersedia di situs maniatoto adalah judi slot, berbagai macam provider judi slot online disediakan dari mulai pragmatic, habanero, playstar, red tiger, isofbet, microgaming red tiger hingga permainan tembak ikan tersedia juga, untuk pendaftaran mania bola menerima 19 macam layanan bank lokal indonesia BCA, Mandiri, BNI, BRI, Cimb Niaga, DBS, OCBC NIPS, Bank BTn, Maybank, Bank BJB Sinar Mas, Permata dan bank lainnya.
    Situs Bola Terpercaya, Situs Poker Terpercaya, Slot Game Terbaik
    Semua permasalahan mengenai pelayanan teknis permainan, taruhan yang tidak terselesaikan ataupun pertandingan dibatalkan dapat member tanyakan melalui customer service kami yang siap 24/7, member yang terdaftar di agen judi bola maniabola77 dapat melakukan deposit dengan minimal idr 10.000,-

    agen bola


    poker online


    jasa seo indonesia



    prediksi bola
    jadwal bola
    agen bola


    ReplyDelete
  39. awesome .. If you want to get this and your other creations promoted then go through https://ytbuyviews.com/ and you will be amazed to see how quickly your work gets advertised with full support and assistance.

    ReplyDelete
  40. Hey guyzzz a great opportunity for all of you. If you want youtube services like quick subscribers and views then you can order for social media services on https://www.ytbuyviews.com and you will get complete support and guarantee

    ReplyDelete
  41. Bosan kalah terus di situs judi lainnya??
    Mari bergabung dan buktikan bersama kami PELANGI4D, situs judi online terbaik dan Di dukung oleh Livechat 24 Jam yang siap melayani anda semua

    Di Pelangi4d hanya dengan 1 user id anda bisa bermain semua permainan yang kami sediakan^^, Permainan Favorit kami adalah Sabung Ayam

    Info lebih Lanjut bisa hubungi ke :
    WHATSAPP : +6281287736082

    TELEGRAM : @PELANGI_4D

    INSTAGRAM : @PelangiJitu

    GROUP FB : Pelangi4D

    WWW.PELANGIANGKA.COM

    ReplyDelete
  42. Hey guyzz if you want to increase your Youtube channel, i would recommend you to go through https://www.ytviews.in and get it promoted on social media with full support and guarantee. Also, get quick views, comments, subscribers and followers

    ReplyDelete
  43. I will recommend anyone looking for Business loan to Le_Meridian they helped me with Four Million USD loan to startup my Quilting business and it's was fast When obtaining a loan from them it was surprising at how easy they were to work with. They can finance up to the amount of $500,000.000.00 (Five Hundred Million Dollars) in any region of the world as long as there 1.9% ROI can be guaranteed on the projects.The process was fast and secure. It was definitely a positive experience.Avoid scammers on here and contact Le_Meridian Funding Service On. lfdsloans@lemeridianfds.com / lfdsloans@outlook.com. WhatsApp...+ 19893943740. if you looking for business loan.

    ReplyDelete
  44. Nice information on here, I would like to share with you all my experience trying to get a loan to expand my Clothing Business here in Malaysia. It was really hard on my business going down due to my little short time illness then when I got heal I needed a fund to set it up again for me to begin so I came across Mr Benjamin a loan consultant officer at Le_Meridian Funding Service He asked me of my business project and I told him i already owned One and i just needed loan of 200,000.00 USD he gave me form to fill and I did also he asked me of my Valid ID in few days They did the transfer and my loan was granted. I really want to appreciate there effort also try to get this to anyone looking for business loan or other financial issues to Contact Le_Meridian Funding Service On Email: lfdsloans@lemeridianfds.com / lfdsloans@outlook.com He also available on WhatsApp Contact:+1-9893943740.

    ReplyDelete
  45. Best Corporate Video Production Company in Bangalore and top Explainer Video Company in Bangalore , 3d, 2d Animation Video Makers in Chennai.
    Awesome article. good read blog. Thanks for sharing

    ReplyDelete
  46. I cannot thank Mr Benjamin service enough and letting people know how grateful I am for all the assistance that you and your team staff have provided and I look forward to recommending friends and family should they need financial advice or assistance @ 1,9% Rate for Business Loan .Via Contact : . lfdsloans@outlook.com. WhatsApp...+ 19893943740. Keep up the great work.
    Thanks, Busarakham.

    ReplyDelete
  47. Is sex dirty? Only when it’s being done right. Hey, i am looking for an online sexual partner ;) Click on my boobs if you are interested (. )( .)

    ReplyDelete
  48. I cannot thank Mr Benjamin service enough and letting people know how grateful I am for all the assistance that you and your team staff have provided and I look forward to recommending friends and family should they need financial advice or assistance @ 1,9% Rate for Business Loan .Via Contact : .  247officedept@gmail.com. WhatsApp...+ 19893943740. Keep up the great work.
    Thanks, Busarakham.

    ReplyDelete
  49. mainkan permainan dominoqq , bandarqq di meja pertarungan yang semakin panas dan seru https://dominoqqme.com/

    ReplyDelete
  50. Go through their video clips and see what kind of video they produce and what kind of message they convey through the video. You need to make sure that your audience gets the message that you are trying to convey. If you are curious to know more about video production company, read me.

    ReplyDelete