tag:blogger.com,1999:blog-76374157091299077202024-03-23T03:14:08.642-07:00The Walt Disney CompanyThe Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.comBlogger15125tag:blogger.com,1999:blog-7637415709129907720.post-60667331210992022992011-11-28T02:15:00.000-08:002011-11-28T09:37:43.235-08:00Chapter 7: Business Marketing The Walt Disney Company is all about satisfying their customers with consumer products, whether they are individual consumers or big corporations<span style="font-family: inherit;">. Disney frequently engages in <span style="font-family: Georgia, "Times New Roman", serif;"><strong><em>business marketing </em></strong></span><span style="font-family: inherit;">and </span>is very open about this, they even have their own <a href="http://corporate.disney.go.com/corporate/business.html">Business to Business</a> page on their website indicating ways on how an organization can "do business" with them as well. This page is made up of six categories, these categories include: Advertise With Us; Travel Agents Only; Disney Studio Operations; Disney Meetings & Conventions; Disney Insititute; and Supplier Information.</span><br />
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<span style="font-family: inherit;"> The company's business customers are mainly </span><span style="font-family: Georgia, "Times New Roman", serif;"><strong><em>re-sellers </em></strong></span><span style="font-family: inherit;">such as <em>Toys R Us </em>and <em>Party City, </em></span><span style="font-family: inherit;">who sell Disney's wholesale items. <em>Toys R Us </em>sells Disney branded toys from their various product lines such as "Disney Princesses" and "Disney Fairies", as does <em>Party City </em>with party decorations imprinted with Disney characters on them such as balloons, plates, cups, <span style="font-family: inherit;">piñatas, party favors, and so on.</span> These are just a few of the many re-sellers who have become Disney's regular business customers. </span><br />
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2CFcGaKA4sxIQ5hbXJd5wNmeLqGToYM0XPXoIajTAfT5qNuww20MDeFozEGqpFAUZXDJPRMX1EmjOz1bLiiYJ4NOPb5zLm_veL668ZRlGH5dETUkVmK6hmfK0kUT28Q4OVtno9fAgehU/s1600/dis1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="291" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh2CFcGaKA4sxIQ5hbXJd5wNmeLqGToYM0XPXoIajTAfT5qNuww20MDeFozEGqpFAUZXDJPRMX1EmjOz1bLiiYJ4NOPb5zLm_veL668ZRlGH5dETUkVmK6hmfK0kUT28Q4OVtno9fAgehU/s320/dis1.jpg" width="320" /></a></div><div class="separator" style="clear: both; text-align: center;"><a href="http://www.actionfigureinsider.com/main/wp-content/uploads/2010/06/TRU-Toy-Story3-1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="245" src="http://www.actionfigureinsider.com/main/wp-content/uploads/2010/06/TRU-Toy-Story3-1.jpg" width="320" /></a></div><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghfoM8ufUMQhkecja_QnfrU1SgaEGJ1tq8xeQfucfEWfTGdMolyw2-WZxcm9LL2cjjBceGxb8AT97V5mF4K7rehP1sEANTbpDrLqyiaIg247ct4A0-KhDx55cRCcQJWcyC_-iCgcCtxzY/s1600/dis2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="291" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghfoM8ufUMQhkecja_QnfrU1SgaEGJ1tq8xeQfucfEWfTGdMolyw2-WZxcm9LL2cjjBceGxb8AT97V5mF4K7rehP1sEANTbpDrLqyiaIg247ct4A0-KhDx55cRCcQJWcyC_-iCgcCtxzY/s320/dis2.jpg" width="320" /></a></div><br />
Although Disney participates in business-to-business commerce, the company is often credited for their relationship marketing skills. Disney is really big on building long-term relationships with customers, both consumers and businesses. They show this by forming many <span style="font-family: Georgia, "Times New Roman", serif;"><strong><em>strategic alliances</em></strong></span><span style="font-family: inherit;">. Disney's studio entertainment division's alliances are the <a href="http://studioservices.go.com/prospectstudios/index.html">Prospect Studios</a>, the <a href="http://studioservices.go.com/goldenoakranch/index.html">Golden Oak Ranch</a>, and <a href="http://studioservices.go.com/media/global/pdf/studio-B-PDF.pdf">KABC7's Studio B</a>. These studios provide the setting for most of Disney's productions, including films, tv shows, and even their commercials. Disney used to have so many alliances, until the company decided to buy out almost all of them. For instance, <em>Touchstone Pictures,</em> <em>Hollywood Pictures, </em>and <em>Pixar </em>were the company's top three partners who were always involved in the latest Disney films but Disney depended on them so much that they decided to buy them all out instead. Thereby, turning these companies from well trusted partners to Disney property. </span><br />
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<span style="font-family: inherit;"> In addition, Disney is also starting to partake in </span><span style="font-family: Georgia, "Times New Roman", serif;"><span style="font-family: inherit;">business-to-business </span><span style="font-family: Georgia, "Times New Roman", serif;"><strong><em>(B2B)</em></strong></span><strong><em> e-commerce</em></strong> </span><span style="font-family: inherit;">in order to advance their internet marketing. So far they have done a great job by forming a <em>joint venture</em> with <a href="http://www.hulu.com/">Hulu</a>, one of the top streaming websites to surf the web. Disney has progressed so much in the e-commerce field that the company's <u>ABC Television Group</u> division currently owns 27% of Hulu. As you can see, Disney continues to be in its prime and will continue to successfully achieve its goals and sell to its individual consumers and to its business customers as well. <span style="font-family: inherit;">I am sure that Walt Disney himself would be so proud of what his company has become today.</span></span><br />
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<div style="text-align: center;"><span style="color: #674ea7; font-family: Georgia, "Times New Roman", serif; font-size: large;">"Get a good idea and stay with it. Dog it, and work it until it's done and done right." —Walt Disney</span></div>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com15tag:blogger.com,1999:blog-7637415709129907720.post-8238333481093535022011-11-17T23:12:00.000-08:002011-11-17T23:12:06.178-08:00Chapter 8: Segmenting & Targeting Markets<div style="text-align: center;"><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="color: #674ea7; font-family: Georgia, 'Times New Roman', serif;">“There are three kinds of companies: those that make things happen, those that watch things happen, and the rest who wonder what happened.” - Anonymous</span></span></div><div style="text-align: center;"><span class="Apple-style-span" style="color: #674ea7;"><br />
</span></div><div style="text-align: left;"><span class="Apple-style-span" style="color: #674ea7;"> </span>Now it is obvious which kind the Walt Disney Company is, this is due to their <i>market segmentation</i>. Market segmentation helps marketers define customer needs and wants more precisely. Disney uses geographic, demographic, and psychographic segmentation to locate their target market. <i>Geographic</i> 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 <a href="http://disneyland.disney.go.com/special-offers/2012-winter-hotel-savings/?CMP=KNC-DLR_Packages_Domestic|G|4122325.RR.AM.E3501.02&s_kwcid=TC|24629|disney%20land||S|e|15112260477">Disneyland</a> and <a href="http://bookwdw.reservations.disney.go.com/ibcwdw/en_US/specialOfferDetails?name=Promo&promotionCode=fy11myw&market=fy11myw&CMP=KNC-WDW12_Q1RAC_EST_GO|G|4121310.RR.AM.A3501.01&s_kwcid=TC|12483|disney%20world||S|e|7589504447">Disney World</a> which are strategically located in the world's most visited places: Europe, Japan, India, and of course the United States. <i>Demographic</i> 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 <a href="http://www.disneystore.com/">Disney Store</a>, where to distribute their movies, and even determines what kind of movie they should create next. <i>Psychographic </i>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. </div><div style="text-align: left;"><br />
</div><div style="text-align: left;"> Disney mainly targets children and their families, it uses the <i>multisegment targeting strategy</i> 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 <i>Pirates of the Caribbean</i> 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.</div><div style="text-align: left;"><br />
</div><div style="text-align: left;"> 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:<br />
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<div style="text-align: center;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: #674ea7; font-size: large;">"Your dead if you aim only for kids. Adults are only kids grown up, anyway." - Walt Disney</span></span></div></div>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com78tag:blogger.com,1999:blog-7637415709129907720.post-25608156029240519592011-11-13T17:50:00.000-08:002011-11-13T17:50:14.616-08:00Disney Specials Only During the Holiday Season<div style="text-align: center;"><span class="Apple-style-span" style="color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;"><u><b>Mickey's Very Merry Christmas Party</b></u></span></div><div style="text-align: center;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><u><br />
</u></span></div><div style="text-align: center;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">"A Special Event held each winter at Magic Kingdom® Park on select nights. This festive celebration is filled with live entertainment, spectacular fireworks and an oh-so-jolly holiday parade."</span></div><div style="text-align: center;"><br />
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</div><div class="separator" style="clear: both; text-align: center;"><span class="Apple-style-span" style="color: #674ea7; font-family: Georgia, 'Times New Roman', serif; font-size: large;"><b><u>Disney Store Holiday Promotions</u></b></span></div><div class="separator" style="clear: both; text-align: center;"><span class="Apple-style-span" style="color: #674ea7; font-family: Georgia, 'Times New Roman', serif;"><b><u><br />
</u></b></span></div><div class="separator" style="clear: both; text-align: center;"><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">"Choose from Holiday Décor, Holiday Ornaments, Holiday Clothes, Top Toys, and Great Gifts for Girls, Boys, Women, & Men while saving 20% off your entire purchase as well as Free Shipping on your order of $75 or more only at the Disney Store."</span></div><div class="separator" style="clear: both; text-align: center;"><span class="Apple-style-span" style="color: #674ea7; font-family: Georgia, 'Times New Roman', serif;"><b><u><br />
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</span></div>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com3tag:blogger.com,1999:blog-7637415709129907720.post-39850793419491960842011-11-13T16:33:00.000-08:002011-11-27T15:09:13.506-08:00Chapter 11: Developing & Managing Products Today, the Walt Disney Company is known as the most prestigious family brand in the world. The company has been around since the 1920s, and it has proven to be one of the top innovative firms. Due to its long and enduring history, Disney has basically done it all: from animation, to theme parks, to consumer products, to having their own network - you name it and I can assure you that the Walt Disney Company has done it. Since Disney is such a large conglomerate, I will only be focusing on its animation line.<br />
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The Walt Disney Studios' profits mainly come from <b style="font-family: Georgia, "Times New Roman", serif; font-style: italic;">additions to existing product lines</b><span class="Apple-style-span" style="font-family: inherit;">. In other words, their profits come from new products that supplement the firm's established line. The new products being new movies and the established line being the animation line. On <a href="http://disney.go.com/movies/new-upcoming">Movies | Disney.Go</a> you can clearly see what I am talking about, the site consists of a "Coming Soon To Theaters" section and a "Coming Soon On Blu-Ray & DVD" section as well. Some of the new and upcoming theatrical releases are <i>The Muppets, The Beauty and the Beast 3D, </i>and<i> The Secret World of Arrietty. </i></span><br />
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<div style="text-align: center;"><img 345?="" height="223" src="http://damousedotcom.files.wordpress.com/2011/08/the-walt-disney-studios-live.png?w=604&height=" width="500" /></div><br />
<div class="separator" style="clear: both; text-align: left;"><span class="Apple-style-span" style="font-family: inherit;"> Disney's Consumer Products division also affects the animation line's profits. The DCP goes hand in hand with the Walt Disney Studios division because as soon as a new movie is created, the DCP creates consumer products based on these new characters. These products are usually clothing, play sets, plush toys, dolls, action figures, and costumes which can all be found in the <a href="http://www.disneystore.com/">Disney Store</a>. This is considered adding new products to a </span><span class="Apple-style-span" style="font-family: Georgia, "Times New Roman", serif;"><i><b>product line extension</b></i></span><span class="Apple-style-span" style="font-family: inherit;">. </span></div><br />
<span class="Apple-style-span" style="font-family: inherit;"> In regards to the animation aspect of the Walt Disney Company, adding new products to existing product lines is the only</span><i style="font-family: Georgia, "Times New Roman", serif; font-weight: bold;"> innovation </i><span class="Apple-style-span" style="font-family: inherit;">they do. They may not always have "new-to-the-world" products, but they always put their creativity to the test and make sure they develop new products whether they are for a new product line, or simply an addition to an existing one. As their <a href="http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Walt-Disney-Mission-Statement.htm">mission statement</a> clearly states "Creativity + Innovation = Profits."</span><br />
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</span>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com10tag:blogger.com,1999:blog-7637415709129907720.post-65803551469567191832011-11-05T23:01:00.000-07:002011-11-05T23:05:22.760-07:00Chapter 16: Integrated Marketing Communications Every single corporation must promote their product or service efficiently in order to capitalize themselves. In order to do so, the company must use the<span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"> "</span><span class="Apple-style-span" style="font-family: inherit;">promotional mix" which is a combination of advertising, public relations, sales promotion, and personal selling. After all of that promotion, the company's foremost and primary goal is to have as many consumers possible. What helps reach this goal is the </span><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b>AIDA</b> </span><span class="Apple-style-span" style="font-family: inherit;">concept, which stands for the stages of consumer involvement with a promotional message. These stages being: attention, interest, desire, and actions.</span><br />
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Now, the Walt Disney Company has no trouble grabbing the consumers <b><i><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">attention</span></i></b><span class="Apple-style-span" style="font-family: inherit;"> due to </span>their vigorous brand name, and excessive advertising through traditional media such as television; radio; newspapers; magazines; billboards; transit cards; and of course we couldn't forget - the internet.<br />
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Although Disney attracts plenty of consumers, this simple awareness isn't enough to make a sale, they must create an <b><i><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;">interest</span></i></b> in the product. Through various public relations, Disney captures many of its consumers interests. These relations range from environmental issues, to public health and safety issues, to even educational issues. They are currently running two educational campaigns called the "Disney's Leadership Experience: The Inside Track" and "Disney Dreamers and Doers Program."<br />
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Now that company has captured the consumer's attention and interest, Disney must entice a <i style="font-family: Georgia, 'Times New Roman', serif; font-weight: bold;">desire </i><span class="Apple-style-span" style="font-family: inherit;">for the product. For Disney's animation films, desire is mostly brought upon by the emotion the movie trailer gives off. This "emotion" depends on what genre the movie is, and makes the consumer feel as if they "have" to watch the film. For instance, Disney's live-action films give off an exciting, want-to-know-what-happens-next kind of feeling. Animation films on the other hand, give off a heart-warming, family enriched sort of feeling. These feelings encourage the consumer's desire to purchase tickets for the film.</span><br />
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In regards to <i style="font-family: Georgia, 'Times New Roman', serif; font-weight: bold;">action</i><span class="Apple-style-span" style="font-family: inherit;">, the Walt Disney Company uses "mass communication" which involves communicating a concept or message to large audiences. </span>Studies have shown that consumers usually buy products if they hear or read positive reviews on the product by other consumers as opposed to the actual company. Disney has taken note of this and on it's website it has a section specifically designed for new movie releases, and feedback on these new releases - this section is called <a href="http://disney.go.com/movies/index">Movies | New & Classic Disney Films</a>. Not only does Disney incorporate personal feedback through it's website, but it also has a Facebook, Youtube, and Twitter page. Indeed, the Walt Disney Company has completely convinced many consumers to take action.<br />
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<div style="text-align: center;"><span class="Apple-style-span" style="font-family: inherit;">According to the Letter to Shareholders in <a href="http://amedia.disney.go.com/investorrelations/annual_reports/WDC-10kwrap-2010.pdf">The Walt Disney Company's Annual Report 2010</a>, the "Net income attributable to Disney for the year increased 20 percent to $3.96 billion on a 5 percent rise in revenue to $38 billion. Diluted earnings per share for the year increased 15 percent to $2.03 from $1.76." The company has definitely used the AIDA concept wisely in 2010.</span></div><br />
The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com3tag:blogger.com,1999:blog-7637415709129907720.post-28764479285736217232011-10-30T16:45:00.000-07:002011-10-30T17:47:41.818-07:00Chapter 10: Product Concepts As you all may know, The Walt Disney Company is such a large conglomerate that they had to set up their own division for their <i><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b>consumer products</b></span></i>. The <a href="http://corporate.disney.go.com/careers/who_consumer_products.html">Disney Consumer Products</a> (DCP) is a division of the company that engages in merchandising of the Disney brand and Disney properties, including Disney movies and The Disney Channel television shows. I will be focusing on the Disney movies consumer products.<br />
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Disney movies and other products affiliated with the animation department can be considered <i style="font-family: Georgia, 'Times New Roman', serif;"><b>specialty products</b> </i><span class="Apple-style-span" style="font-family: inherit;">due to the company's exclusive image</span>. Affiliated products are the Disney-branded merchandise that is inspired by characters from Disney's beloved animated films ranging from apparel, toys, home décor, books, and magazines. The DCP division has also introduced product lines inspired by <i>Toy Story 3</i>, <i>The Princess and the Frog</i> and <i>Prince of Persia: The Sands of Time, Tim Burton's Alice in Wonderland</i> and <i>Tron</i>. All of these factor in to the company's <i><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b>product mix width</b></span></i>.<br />
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The Walt Disney Company also participates in <i><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b>repositioning</b></span> </i>which involves changing consumers' perceptions of a brand. The most recent example of this is when Disney brought back 1951's family-friendly animation <i>Alice in Wonderland </i>and repositioned it by teaming up with Tim Burton in 2010 transforming the film to a "dark and live-action adventure." This new look targeted 12 to 22 year old's in addition with their merchandise being sold in Hot Topic, a Gothic retail chain store.<br />
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<img height="250" src="http://images2.fanpop.com/images/photos/6200000/Disney-Princesses-Wallpaper-disney-princess-6248012-1024-768.jpg" width="325" /> <img height="250" src="http://www.starstore.com/acatalog/Disney-fairies-FP2028.jpg" width="205" /><br />
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Disney has relatively high <span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif; font-style: italic;"><b>brand equity</b> </span><span class="Apple-style-span" style="font-family: inherit;">and has developed strong </span><i style="font-family: Georgia, 'Times New Roman', serif;"><b>global brands</b>. </i><span class="Apple-style-span" style="font-family: inherit;">Global brand has been developed through s</span>ales of licensed <i>Disney Princess</i> merchandise and the newly-launched <i>Disney Fairies </i>franchise. The <i>Disney Princess </i>products have boosted from $300 million since its 2000 launch at the Disney Stores to above the $4B mark with being available worldwide. The <i>Disney Fairies </i>have also taken flight and is on track to become a powerful lifestyle brand for six-to-eight year-old girls.<br />
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Indeed the Walt Disney Company is a <i style="font-family: Georgia, 'Times New Roman', serif;"><b>family brand</b> </i><span class="Apple-style-span" style="font-family: inherit;">and because of it's history and success it has proudly achieved </span><i><span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><b>brand loyalty</b>.</span><span class="Apple-style-span" style="font-family: inherit;"> </span></i><span class="Apple-style-span" style="font-family: inherit;">Children who praise Disney and beg their parents to see these heart-warming films along with purchasing other affiliated products are being gladly rewarded because their parents too were once in their child's shoes. Because of the parent's positive memories towards Disney, they let their children experience the joy as well, resulting in the Walt Disney Company's success in being one of the world's largest conglomerate it is today.</span>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com2tag:blogger.com,1999:blog-7637415709129907720.post-47395655415353360582011-10-23T17:49:00.000-07:002011-10-23T14:56:49.777-07:00Chapter 18: Sales Promotion & Personal Selling The Walt Disney Company's primary target market is young children but their consumers are the parents, therefore they have to keep up with each generation of kids and also new parents. Disney has to constantly come up with innovative ways to intrigue the target market while using <i>consumer sales promotion</i> to intrigue the parents as well.<br />
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Disney uses numerous tools for consumer sales promotion, the company is very big on <i>loyalty marketing programs. </i>They used to mail out their catalogs to their loyal customers filled with new products, coupons, and rebates. When making a purchase the customer will simply place a telephone order, but as of April 2006, the Walt Disney Company decided to stop catalog circulation and instead geared its focus on <i>online sales promotion</i> in order to keep up with the new generation of children and parents. Now you can find all of Disney's sales promotions on their <a href="http://www.disneystore.com/">Disney Store</a> website.Throughout their website you can find<br />
<a href="http://aimg.disneystore.com/content/ds/espots/2010/special_offers/header/091510_header_13735.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Special Offers - ''Oh Boy, Oh Boy, Oh Boy!'' We've Found Some Great Deals For You - See offers below! Check back often for new savings!" border="0" height="80" src="http://aimg.disneystore.com/content/ds/espots/2010/special_offers/header/091510_header_13735.jpg" width="250" /></a><a href="http://www.disneystore.com/special-offers/mn/1001266/">Special Offers</a>, this week's most successful offer is "Disney's Singing Dolls for $20" which can be bought in the store or online. Most of these special offers consist of deals like "2 for $20 Kid's Graphic Tees" and other <i>premiums </i>like so. There are also other offers such as free shipping when spending a certain amount of money on products. Currently, Disney is offering <a href="http://img.disneystore.com/content/ds/popups/modal_freeship75_20110529.gif">Free Shipping on your Order of $75</a><a href="http://img.disneystore.com/content/ds/popups/modal_freeship75_20110529.gif"> or More</a> which includes a promotional code.<br />
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Another loyal marketing tool they offer is <i>co-branded credit cards </i>sponsored by<br />
<div style="text-align: justify;"><a href="http://aimg.disneystore.com/content/ds/mercury/2011/oneSixth/global/os_promo_visasave50.gif" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="130" src="http://aimg.disneystore.com/content/ds/mercury/2011/oneSixth/global/os_promo_visasave50.gif" width="100" /></a>Visa. They have wide selection of this <a href="https://www.disneystore.com/disney/store/DSIInstantCreditCardSelectionDisplay?storeId=10054&langId=-1&catalogId=10002&CELL=665006">Disney Rewards Visa Credit Card</a> with different Disney characters imprinted on them, and benefits such as saving 10% on select merchandise purchases each time the consumer spends $50 or more at DisneyStore.com. Disney also offers <a href="https://www.disneygiftcard.com/home/">Gift Cards</a> that can be used at any Disney Theme Park and Resort Hotel, on Disney Cruise Line®, and Disney Stores. Not only does Disney promote their <a href="http://aimg.disneystore.com/content/ds/mercury/2011/oneSixth/global/os185_parksfs_20111020.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="135" src="http://aimg.disneystore.com/content/ds/mercury/2011/oneSixth/global/os185_parksfs_20111020.jpg" width="100" /></a> store products, but they also promote their theme park products. Their current promotion on this is <a href="http://www.disneystore.com/theme-park-products/mn/1001081/">Free Shipping with any purchase of Disney Parks Authentic Merchandise</a> which also includes a promotional code. Throughout the website you'll find many <i>discount promotional codes</i> for various products. These codes function like coupons but instead of having to print out anything, the customer just has to copy and paste the code after placing their order.<br />
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The Walt Disney Company has so many loyal customers that they have created certain "clubs" that they can join. Many young children join <a href="http://d23.disney.go.com/">D23 | The Official Disney Fan Club</a>,<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhx_FZB6UMRdv6IqE8QPSlWxVX62fO1waq9DPrKflqM3sjk-C-WumuFyqu9l8RPRvyCmwssQnDC-rgoWPPRBF1ph2oG3XSBIbLYSM-PaIBeR4Q-qJmQjmK_tDSU4XcpcC5j-LkxIQiYmEs/s1600/DisneyMovie+Rewards.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em; text-align: justify;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhx_FZB6UMRdv6IqE8QPSlWxVX62fO1waq9DPrKflqM3sjk-C-WumuFyqu9l8RPRvyCmwssQnDC-rgoWPPRBF1ph2oG3XSBIbLYSM-PaIBeR4Q-qJmQjmK_tDSU4XcpcC5j-LkxIQiYmEs/s1600/DisneyMovie+Rewards.jpg" width="120" /></a> while many of the actual consumers whom are the parents join the <a href="http://www.disneymovierewards.go.com/">Disney Movie Rewards</a> club. This club includes a free membership, and its purpose is for the member to earn points by purchasing Disney DVDs and Blu-Ray discs, Disney theatrical releases, and eligible Disney CD releases. With theses points the club member is eligible to win any reward listed depending on how many points the reward is worth. Another benefit of being a Disney Movie Rewards club member is that each member is able to participate in Disney's <i>sweepstakes. </i>Currently, the company has two sweepstakes running, one being <a href="http://www.disneymovierewards.go.com/promotions/sweepstakes/lionkingsweeps">The Ultimate Lion King Experience</a> and the second being <a href="http://www.disneymovierewards.go.com/promotions/sweepstakes/piratessweeps">Pirates of the Caribbean: On Stranger Tides Blu-ray™ LEGO®</a> sweepstakes.<br />
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</div> Due to all of these consumer sales promotion devices, the Walt Disney Company does not participate in <i>personal selling</i>. Other factors include: most of these products have low values; they are all standardized products; they have many customers; their products are usually easy to understand; and their customers are geographically dispersed. As a result, the company finds no need to engage in personal selling.<br />
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</div>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com7tag:blogger.com,1999:blog-7637415709129907720.post-14036704612065198302011-10-17T01:17:00.000-07:002011-10-17T01:45:51.335-07:00Chapter 17: Advertising & Public Relations The Walt Disney Company is very<span class="Apple-style-span" style="line-height: 19px;"> strong in entertainment and animation, the two areas do fairly well in the global market, but just because a company has its strengths doesn't mean its going to successfully sell its product without advertising. Advertising is essential because let's face it, without advertising we wouldn't know about half the products we use. In this case we are talking about Disney's animated films, therefore Disney uses<i> product advertising </i>which is a form of advertisement that touts the benefits of a specific good or service.</span><br />
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<span class="Apple-style-span" style="line-height: 19px;"> In order to advertise a product, a company must first select an <i>advertising appeal </i>which identifies a reason for a person to buy a product. Disney uses the "Fun and Pleasure" appeal to advertise their animated films. Next, the company must choose a style to execute their message. Disney uses the "Mood or Image" executional style for advertising which builds a mood or image around the product such as love, happiness, or inspiration. For example, whenever you feel a certain emotion after watching a Disney movie trailer, that's their "Mood or Image" tactics working on you. </span><br />
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<span class="Apple-style-span" style="line-height: 19px;"> After the company has established how they are going to advertise, they must determine which types of media will best communicate the benefits of their product or service to the target audience and when and for how long the advertisement will run, this is called <i>media planning</i>. Disney advertises through newspapers, their own radio station - 1560 AM ©Radio Disney, television, internet, and outdoor media. Of course each media type has its advantages and disadvantages, but because Disney has such a powerful brand name and history, they end up having more benefits than losses. </span><br />
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<div style="text-align: center;"><span class="Apple-style-span" style="line-height: 19px;"><img height="265" src="http://www.kathysfastfoodtoys.com/McDCatalog/MCD_05_Happiest2.jpg" width="400" /></span></div><span class="Apple-style-span" style="line-height: 19px;"><br />
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<span class="Apple-style-span" style="line-height: 19px;"> Due to this powerful image, Disney can sell almost anything by just putting one of their famous animated characters on the product. For example, because Disney had teamed up with McDonald's and Mattel toy makers many years ago, each time it comes out with a new film they simply let Mattel make toys out of their characters of the upcoming film who distribute the toys to McDonald's who advertises them with their Happy Meal for kids, which brings Disney more fame and customers. As a result, the child begs the parent to take him or her to the movie theater to watch the new Disney film the child now knows of just by eating McDonald's. </span>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com1tag:blogger.com,1999:blog-7637415709129907720.post-15506928545761320992011-10-09T15:55:00.000-07:002011-10-16T20:05:46.694-07:00Chapter 15: Retailing The Walt Disney Company's retailing aspect consists of strategically located chain stores - 216 in North America, 107 in Europe, and 48 in Japan. The <a href="http://www.disneystore.com/">Disney Store</a> is a specialty store, where you can find disney consumer products such as toys, clothing, games, costumes, DVD's, books, art & collectibles, home decorations, and electronic accessories.<br />
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I happened to take the time to visit a local Disney Store myself, its located in Queens, New York at the Queens Center Mall. The lighting in the store was very bright, and the ambiance gave off a very exciting and youthful feeling. There is a big screen in the center of the store, which is the theater area and you can control what it plays. Of course, the control pad only has certain options of videos and music for you to play which are Disney animated movie trailers and Disney Radio music.<br />
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The store is split up into many different sections which attract both girls and boys. For the girls, there's a huge Disney Princess section which is broken up into smaller sections of each princess which consists of costumes, shoes, dolls, accessories, and toys. For the boys, there is a Cars (the animated movie) section which consists of toys based on the main characters of the movie, video games, board games, and clothing. There is also a Pirates of the Caribbean section for the boys, it includes costumes; toys such as plastic swords, pirate ships, action figures, etc.; and video games, along with board games as well.<br />
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Another section, being the mutual one, is filled with plush toys based on almost every Disney animated character ever created. Varying from the original characters: Mickey Mouse, Donald Duck, Goofy, Minnie, and Daisy to major and minor characters from the animated movies. In addition, there is also a section that's more likely for adults, it consists of items used for home decorations: such as bedding, towels, throw blankets, photo frames, etc.; books; DVDs; electronic accessories: such as clocks and wrist watches, iPod, iPad, and mobile phone covers; and art & collectible items such as snow globes, mugs, figurines, and portraits.<br />
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The customer service was very friendly, as my little sister and I browsed throughout the entire store the employees asked if we needed any help. One particular employee had a brief conversation with my little sister about her favorite Disney character and then recommended me with which toy would satisfy her the most. To test out how "friendly" they really are, I purposely kept denying every recommendation and stated that I was "just looking." I was hoping to aggravate the employee in order to see her fail to stay calm and friendly, instead she surprised me with a good sense of humor and ultimate patience. In the end, we left empty handed because I was there as a marketer not as a consumer.<br />
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My overall experience at the Disney Store was surprisingly fun, and satisfying. I was impressed by the way the store was laid out, how they had each section to satisfy each target market including parents. Customer service, in my opinion, was excellent and I can see why many children like to go there not for any main purposes but just for pure entertainment.<br />
The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com0tag:blogger.com,1999:blog-7637415709129907720.post-9385146172300979532011-10-02T22:22:00.000-07:002011-10-02T19:23:11.249-07:00Chapter 6: Consumer Decision Making Everyone follows the "Consumer Decision-Making Process" whether they're aware of it or not; it may not be in order but it is still followed. In fact, the consumer may end the process at any time or may not even make a purchase at all. Throughout this blog, I will be using <span class="Apple-style-span" style="font-family: Georgia, 'Times New Roman', serif;"><span class="Apple-style-span" style="color: white;">The Lion King 3D</span><span class="Apple-style-span" style="color: #20124d;"> </span></span>which was released in theaters on September 16, 2011 for only two weeks as the product to demonstrate how a Disney consumer will typically use the Consumer Decision-Making Process without even knowing it.<br />
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<div style="text-align: center;"><img height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgaFb8j4WYQ5H9f52CL6pbMCr5dakaPg5h-it22RZulnbBQqRBaBvfuEdhHVfYeqK6fTmSwTfiajqd6tnD_sZSjlLQx2cM44qfjRdduH_0d27Iv7ywYdgLQtNeKwWYntl6Ew2HXr2BGqY-m/s320/The-Lion-King-3D.jpg" width="260" /></div><br />
The first stage in this process is the <b>need recognition </b>which is always a <i>desired</i> need when it comes to Disney products. This "need" can be triggered by <i>external stimuli </i>through immense advertising or positive reviews. The second stage is <b>information search </b>which in this case it's internal because of all the good memories consumers have of the original film "The Lion King" released seventeen years ago. The information source is <i>nonmarketing-controlled </i>due to personal experiences. Most Disney consumers are the parents, not the actual kids who want to watch these films. Therefore these parents end up considering watching these films because Disney never failed them as a child.<br />
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The next stage is <b>evaluation of alternatives </b>which helps the consumer ultimately make their decision in whether they are going to buy the product or not. The Walt Disney Company's biggest competition is The Warner Bros. In this case, consumers compared Disney's "The Lion King 3D" to the Warner Bros' "Dolphin Tale" before making their final decision. The fourth stage is <b>purchasing</b>. Most of Disney's films are <i>unplanned purchases </i>due to the consumer not knowing about the upcoming film until seeing a preview or advertisement - therefore the consumer buys on impulse.<br />
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The final stage of this process is the <b>postpurchase behavior </b>which is the certain outcome these consumers expect from their purchase. According to the <a href="http://insidemovies.ew.com/2011/09/25/box-office-report-lion-king-moneyball/">Box Office Report</a> <span class="Apple-style-span" style="color: white; font-family: Georgia, 'Times New Roman', serif;">The Lion King 3D</span> ruled the box office for the second weekend in a row with $22.1 million coming in first place, followed by Moneyball - $20.6 million, and Dolphin Tale - $20.3 million. It appears that <i>four </i>new movie releases were no match for the Disney classic and because of this success Disney is planning on extending what was originally intended to be just a two week release. It is quite clear that Disney consumers are more than satisfied with the film and their expectations were beyond exceeded.<br />
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<div style="text-align: center;"><img height="227" src="http://watch-the-lion-king-3d-online.wikispaces.com/file/view/the-lion-king-3d1.jpg/243361293/the-lion-king-3d1.jpg" width="400" /></div><div style="text-align: center;"><br />
</div>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com3tag:blogger.com,1999:blog-7637415709129907720.post-53223831367984541322011-09-25T04:01:00.000-07:002011-09-26T01:02:30.993-07:00Chapter 5: Developing A Global Vision The Walt Disney Company has contiuously expanded their global market. Through their films, parks and resorts, consumer products, and media networks they have gained international recognisability. According to <a href="http://corporate.disney.go.com/investors/annual_reports/2009/keyBusinesses/waltDisneyInternational.html">Walt Disney International</a> the Company’s focus has been on establishing the foundations for long-term growth in the emerging markets of Latin America, Russia, India and China. More recently a renewed focus has been brought first to Japan and to Europe, the Middle East and Africa (EMEA), where their businesses are more developed, and where they believe they can grow substantially and better serve their consumers. <br />
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<div style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisAwTDXMS3f-VMI_puMddkJlp6t7UMtSMJru8PzPWnjPd8Ndsmjs3WUCCjK8fLb-GrNvW554rB8eSBa8IKD9qqPAsyu7-H8TX1ZQdcUf24cJvJy1NTvfaqhe42I96jX6dUG69PRimumtI/s1600/globe.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisAwTDXMS3f-VMI_puMddkJlp6t7UMtSMJru8PzPWnjPd8Ndsmjs3WUCCjK8fLb-GrNvW554rB8eSBa8IKD9qqPAsyu7-H8TX1ZQdcUf24cJvJy1NTvfaqhe42I96jX6dUG69PRimumtI/s200/globe.jpg" width="200" /></a></div><br />
The most visible international presence of Disney is their parks - currently in Tokyo Japan, Paris France, and Hong Kong China. Each park has specific cultural attributes, but the parks do share similarities. Disney also attempts to underplay each culture and make sure the Disney “feel” is consistent between all parks. The Walt Disney Company is planning on expanding their California Adventure park over the next several years. By 2012 the park will have a new Cars Land, light and water show, new entrance in 1920’s theme, and redone boardwalk rides.<br />
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Disney markets their films and digital content very aggressively internationally. Through ESPN, they distributed to more than 190 countries, and a special agreement between in the Asian market for sports programming. Through a strategic partnership with Disney ABC International Television for the distribution of Disney-branded blocks of kids' programming across the globe, Disney Channels Worldwide reachs more than 600 million viewers in over 100 countries in the U.S., Europe, the Middle East, Asia Pacific, Latin America and South Africa. Disney Channel properties continue to rapidly expand into new markets across the world, playing a key role in introducing the Disney brand to new consumers.<br />
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</div> In addition, Disney’s theatrical shows continue to record successes throughout Europe, with <u>The Lion King </u>celebrating 10 years on stage in London and still enjoying popularity in Hamburg and Paris. <u>Tarzan</u> continues to perform strongly in Hamburg while <u>Beauty and the Beast</u> recently opened in Milan.<br />
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<div style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2wWjKkehpo6EOC1wrzhpjycyNKtrFLdY1KXgl2NA631RFZZ_wLS5rqoXCAH6eb9i8UZGPePTOEO781v5ajXqsLGDBcJAcKw4aYV09UDH_Nc5eabaNV-w418aiyCAV9z-UG3uP9SQMIho/s1600/familyDisney.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="163" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj2wWjKkehpo6EOC1wrzhpjycyNKtrFLdY1KXgl2NA631RFZZ_wLS5rqoXCAH6eb9i8UZGPePTOEO781v5ajXqsLGDBcJAcKw4aYV09UDH_Nc5eabaNV-w418aiyCAV9z-UG3uP9SQMIho/s400/familyDisney.jpg" width="400" /></a></div><br />
However, the Walt Disney Company is know for it's <strong><span style="font-family: Georgia, "Times New Roman", serif;">job outsourcing</span></strong> which isn't necessarily a positive aspect. The company reports factors of production overseas with mixed results. The most prominent example is animation work, which can be produced for $25 per hour compared to $125 per hour in the United States. The production of consumer goods, both hardline and softline are mainly done in Southeast Asia, which has caused complications for the company. The outsourcing of producing goods overseas has lowered Disney’s overhead cost. This benefits the company due to decreased cost and the consumer for decreased prices of goods.<br />
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Due to this outsourcing, the companies that produce the goods for Disney <em><span style="font-family: inherit;">(which Disney "claims" they were unaware of)</span></em> usually violate international labor laws. In recent years, the Company has changed their code of conduct for all businesses partners. These changes mainly came due to a 2000 report by the Hong Kong Christian Industrial Committee that examined the current company’s code of conduct and their business partner’s actual working conditions. Currently, Disney works with Verite, a non-profit group, to assess and correct labor conditions with their Asian business partners. Lastly, the company has been included in the FTSE4 Good, Dow Jones Sustainability Index and KLD Index.<br />
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</div>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com0tag:blogger.com,1999:blog-7637415709129907720.post-74533362890089077932011-09-19T00:04:00.000-07:002011-09-19T00:04:42.932-07:00Chapter 4: The Marketing Environment<div class="separator" style="clear: both; text-align: center;"></div><br />
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<b> <span style="color: black; font-family: Georgia, 'Times New Roman', serif;">family</span></b>. 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 <i style="font-family: Georgia,"Times New Roman",serif;"><b style="color: black;">"Your dead if you aim only for kids. Adults are only kids grown up, anyway." </b> </i>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.<br />
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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. <br />
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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.<br />
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<div style="text-align: center;"><img height="242" src="http://charmposh.com/wp-content/uploads/2011/03/cruises-disney-world.jpg" width="400" /></div><br />
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<div style="text-align: center;"></div><div style="text-align: center;"></div>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com9tag:blogger.com,1999:blog-7637415709129907720.post-55969349120872399272011-09-11T20:12:00.000-07:002011-09-11T22:33:41.075-07:00Chapter 3: Ethics & Social Responsibility <br />
<div class="separator" style="clear: both; text-align: center;"></div> According to <a href="http://business-ethics.com/2009/11/09/disney-microsoft-lead-big-company-csr-list/">Business Ethics|The Magazine of Corporate Responsibility</a>, The Walt Disney Company is at the top of the Corporate Social Responsibility List as of 2009. Throughout Disney's corporate website, there are plenty of pages concerning their ethical behavior and social responsibility:<br />
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<ul><ul><ul><ul><ul><li style="text-align: left;"> <a href="http://corporate.disney.go.com/corporate/cr_business_standards.html">Business Standards & Ethics </a></li>
</ul></ul></ul></ul><ul><ul><ul><ul><li style="text-align: left;"><a href="http://corporate.disney.go.com/corporate/conduct_standards.html">Standards of Business Conduct</a></li>
</ul></ul></ul></ul><ul><ul><ul><ul><li style="text-align: left;"><a href="http://corporate.disney.go.com/citizenship/laborstandards.html">The International Labor Standards</a></li>
</ul></ul></ul></ul><ul><ul><ul><ul><li style="text-align: left;"><a href="http://corporate.disney.go.com/citizenship/codeofconduct.html">Code of Conduct for Manufacturers</a></li>
</ul></ul></ul></ul><ul><ul><ul><ul><li style="text-align: left;"><a href="http://corporate.disney.go.com/citizenship/environment.html">Environment & Conservation</a></li>
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The Walt Disney Company has become so social responsible that it has even expanded to <i>Green Marketing</i> which is the development and marketing of products designed to minimize negative effects on the physical environment or to improve the environment. They have many pages on their website dealing with "Going Green" varying from giving children and adults helpful tips on how to help the environment, to fun and exciting projects that are competitive and rewarding.<br />
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</div><ol><li style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><a href="http://corporate.disney.go.com/citizenship/getinvolved.html">Get Involved in Conservation</a> </span><span style="color: black; font-size: small;">- </span><span style="color: black;"><span style="font-size: small;">Protecting the planet and conserving nature takes everyone to get involved. Join with Disney to make a difference.</span></span></li>
<li style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><a href="http://disney.go.com/projectgreen/">Disney Friends for Change: Project Green</a> - An innovative multi-platform on Disney Channel, Radio Disney, and Disney.com that invites young people to join together to help the planet.</span></li>
<li style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><a href="http://disney.go.com/planetchallenge/">Disney Planet Challenge</a> - A project-based learning competition designed for 4th - 6th grade classrooms enabling teachers to engage and empower their students in environmental stewardship.</span></li>
<li style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><a href="http://conservation.wdwpublicaffairs.com/">Disney Worldwide Conservation Fund</a> - Supports the important work of both local and global nonprofit organizations to positively impact wildlife, ecosystems and the communities so closely linked to their survival. </span></li>
<li style="font-family: Verdana,sans-serif;"><span style="font-size: small;"><a href="http://corporate.disney.go.com/citizenship/merchandisebags.html">Recycle Plastic Bags</a> - Disney's eco-friendly shopping bag program designed to reduce plastic bag waste. </span></li>
<li><span class="Apple-style-span" style="font-family: Verdana, sans-serif;"><span style="font-size: small;"><a href="http://corporate.disney.go.com/citizenship/thegreenstandard.html">The Green Standard</a> - Aimed at reducing the company's </span><span style="font-size: small;"><span class="Apple-style-span">operational impact on the environment, the Green Standard asks that every Cast Member and employee make simple environmentally minded changes in four key areas: work space, meetings and events, travel and dining.</span> </span></span></li>
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<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZS4cEIiZKNUDKpP4e7hxqQg8YPuBwf5peH1ZdHmhNvubV40VrrawWMwNLSo1SmSrhR43zddX0ICM3LhOMdHZ3vFA8ThvL2YmGOixlczPC2yplvv3sh3LlQK7OOib6mN6k4prJGMj3Kd8/s1600/goofy+going+green.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgZS4cEIiZKNUDKpP4e7hxqQg8YPuBwf5peH1ZdHmhNvubV40VrrawWMwNLSo1SmSrhR43zddX0ICM3LhOMdHZ3vFA8ThvL2YmGOixlczPC2yplvv3sh3LlQK7OOib6mN6k4prJGMj3Kd8/s1600/goofy+going+green.JPG" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitPcroFnbNT6kGtut0QxgXPFBfLhZqKCs4bIMG1_W85cv4KdcvMizphIHnk-VzspqwNCyBeuXMLKWnaXNsuVa1byfolchsEDn4XAPTyL45QzaUFMNncyAK8FNkBb6h8AaLMCn4EaNUKDs/s1600/RecyclingPlastic1.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitPcroFnbNT6kGtut0QxgXPFBfLhZqKCs4bIMG1_W85cv4KdcvMizphIHnk-VzspqwNCyBeuXMLKWnaXNsuVa1byfolchsEDn4XAPTyL45QzaUFMNncyAK8FNkBb6h8AaLMCn4EaNUKDs/s200/RecyclingPlastic1.jpg" width="200" /></a></div><br />
<ol></ol>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com11tag:blogger.com,1999:blog-7637415709129907720.post-38629543382897411742011-09-05T04:53:00.000-07:002011-09-11T20:26:25.423-07:00Chapter 2: Strategic Planning for Competitive Advantage <br />
The Walt Disney Company is a <i>market oriented</i> corporation, meaning they assume that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product. These are usually the parents that take their kids to the movies and buy the merchandise. Disney knows that it's one thing to make a great movie that kids are excited about but the efforts often fall short if parents don't approve of it.<br />
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The driving force of the entire company is the motion pictures and animated cartoons which are managed by Touchstone, Pixar, Walt Disney Pictures, Buena Vista, and Miramax. Disney Imagineering does all of the strategic planning for The Walt Disney Company as well as the marketing planning. According to http://corporate.disney.go.com, the goal of the Disney Imagineering section is to continuously design and implement new, fun and exciting products for the Disney Company that will attract, amaze, and excite their customers. By doing so, the company uses its <i>product/service differentiation competitive advantage</i>.<br />
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The company clearly has developed a very strong and well known "brand-name and image" over many years. In addition, Disney has one the most recognized and powerful brand names in the entertainment industry according to Datamonitor 2007. Because of this, selling all of their movies are almost never a problem. Yes, a lot has to do with advertising but the Disney name has so much history that it has given them an advantage of instinct and familiarity when it comes to selling their products.<br />
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As you all may know, the term <i>marketing mix</i> refers to a unique blend of product, place, promotion, and pricing strategies (often referred to as the "four Ps") designed to produce mutually satisfying exchanges with the target market. <br />
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The Walt Disney Company is very good at the product and placing aspects of the four Ps. Again, because of their brand name they have the ability to sell their products easily. As new theatrical productions are released, it allows for new product lines based off the feature’s characters to be made and sold in strategically placed stores throughout the United States. The stores are located in malls and super centers, in urban locations in order to for them to be visible by the public eye. <br />
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The next two Ps are promotion and pricing. The Walt Disney Company promotes their films in almost every way possible varying from McDonald's toys to Billboards and posters all over buses and trains. Disney wastes so much money on advertising, that you see their upcoming previews all over TV as well as the internet. Movie ads are displayed on various websites like YouTube, Facebook, and Twitter and many more. As for pricing, new DVD releases are usually relatively cheap due to the fact that Disney is a family oriented company that wants to be able to attract families of median incomes. <br />
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The most basic goal of The Walt Disney Company other than profit is, “To Make People Happy”. Their ability to make children as well as parents feel warm-hearted and full of joy after just one animated movie is what truly makes them successful. Disney is always advertising with key words such as "Love", "Magic", and "Happiness" because that's what their films are all about. Their unique ability to capture their audiences hearts is what separates them from other companies in the film industry. I believe that this is Disney's secret to success and true competitive advantage.The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com1tag:blogger.com,1999:blog-7637415709129907720.post-27847234921437547852011-09-02T03:28:00.000-07:002011-09-11T20:23:49.601-07:00Chapter 1: Brief History & Mission Statement <br />
The Walt Disney Company, usually referred to as "Disney", was founded by Walt and Roy Disney on October 16, 1923. At that time it was known as Disney Brothers Cartoon Studio, the company was later reincorporated into Walt Disney Studio. The company has estimated a net worth of about 36 billion dollars. In 1928 the first Mickey Mouse cartoons were released to the public audience. For the next few years to come Disney began producing and releasing many different cartoon characters such as Pluto, Goofy, and Donald Duck. It wasn't until 1937 when the unimaginable happened and Disney featured the first animated film to ever be produced, Snow White and the Seven Dwarfs. <br />
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By now Walt Disney Productions had already began selling dolls, books, figurines and tooth brushes. In 1952 Walt Disney announced plans for a theme park. In order to provide funding for the park Walt Disney decided to make Disney a publicly traded company in 1957. The current ticker symbol for Disney is "DIS". It wasn't until 1967 that actual construction began on the theme park. Disney is now one of the largest media conglomerates in the world with ownership to various resorts, theme parks, radio stations, cable television networks, and even their own cruise line. To this day The Walt Disney Company continues to do exciting new films and television series. <br />
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<i> "The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."</i>The Walt Disney Companyhttp://www.blogger.com/profile/10552806786682058224noreply@blogger.com13