Read Disney's The Happiest Place On Earth Case Study
Read Disney The Happiest Place On Earth Case Study
Read "Disney®: The Happiest Place on Earth" case study: 2. Learn how to write a Business Memo by downloading the PDF below. 3. Use APA style referencing to avoid plagiarism. Include in-text citations and a References page. Use a minimum of 2 References resources, including your textbook. 4. Select a Disney franchise mentioned in the case study. 5. In your business memo, summarize the following marketing strategy components of your selected Disney franchise by addressing the following items: Checklist: Summarize the marketing strategy for one of Disney’s franchises mentioned in the case study during the years 2006–2012: — Describe the target marketing strategy used. — Describe the components of the marketing mix.
Paper For Above instruction
Introduction
The Disney corporation has long been renowned for its strategic marketing approach that has propelled its franchises into global phenomenons. During the period from 2006 to 2012, Disney expanded its influence through various franchises, leveraging targeted marketing strategies and an effective marketing mix to strengthen its brand presence across multiple platforms. This paper analyzes the marketing strategy of one such Disney franchise—the "Toy Story" franchise—within this timeframe, focusing on its target marketing approach and the key components of its marketing mix.
Target Marketing Strategy
The "Toy Story" franchise, introduced in 1995 and revitalized during 2006-2012 with "Toy Story 3" (2010), primarily targeted children aged 4-12, along with their families, including parents and older siblings. The strategic focus was on appealing to both children, who are the primary consumers, and their parents, who control purchase decisions. Disney employed a differentiated marketing approach, tailoring messages to resonate with each demographic segment. For children, the franchise emphasized adventure, friendship, and humor through animated stories and colorful characters. For parents, the marketing highlighted themes of nostalgia, family values, and the quality of Disney-Pixar productions.
Marketing efforts during this period also integrated cross-promotional strategies, including merchandise, theme park attractions, and multimedia content, to reinforce brand engagement across various channels. According to Kunkel et al. (2013), targeting family-oriented consumers through multichannel marketing effectively increased franchise loyalty and revenue during this period.
Marketing Mix Components
Product
The core product involved animated films featuring beloved characters such as Woody and Buzz Lightyear. The franchise expanded its product line to include toys, clothing, video games, and home décor, aligning with consumer interests. During 2006-2012, Disney enhanced the product offering by releasing new movies, DVD collections, and theme park attractions that deepened consumer engagement and brand loyalty.
Price
Pricing strategies varied based on product categories—premium pricing for films and merchandise, and value offerings in mass-market items. Disney employed skimming and penetration pricing tactics at different points to attract diverse consumer segments. For instance, releasing DVD sets at higher initial prices targeted collectors and loyal fans, while mass-market merchandise was competitively priced to reach broader audiences.
Place
Distribution channels included cinemas, retail outlets, official Disney stores, and online platforms. Disney's partnership with major retailers, including Walmart and Target, expanded product availability nationwide. Moreover, Disney's online store and digital downloads permitted direct-to-consumer sales, aligning with the growing trend of digital consumption.
Promotion
Promotional efforts encompassed advertising campaigns, media appearances, and prize giveaways, emphasizing the franchise's themes and characters. During this period, Disney utilized television advertising, online marketing, and event sponsorships. Notably, cross-promotions with theme parks, where characters from Toy Story were prominently featured, effectively reinforced the franchise's visibility and appeal.
Place and Promotion Synergy
The integration of online and offline marketing channels created a cohesive brand experience. For instance, online promotions linked to movie releases complemented in-store displays and theme park attractions, creating multiple touchpoints for consumers and ensuring a consistent message.
Conclusion
Between 2006 and 2012, Disney's "Toy Story" franchise exemplified a strategic blend of targeted marketing and a comprehensive marketing mix that facilitated sustained growth and global recognition. By effectively addressing the needs of children and their families, employing a diverse product range, pricing strategies, widespread distribution, and multi-channel promotion, Disney solidified its position as a leader in entertainment marketing. This holistic approach underscores the importance of integrating target marketing with the four Ps to build enduring brand equity.
References
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