Disney Marketing Strategy

Disneyland, a place that dream come true, a place that bring imagination for young and old alike. Disneyland, one of the famous name in animation industry that known as providing entertainment to adults and children. The Walt Disney Company is the largest global media conglomerate. The Walt Disney Company started in 1923 in a small office, it was there Walt Disney and his brother, Roy produced their very own series of animated films. In four months time, they move to bigger studio with better facilities, the studio name as “Disney Bros. Studio.” In 1928, to recover from the loss of Oswald the lucky rabbit, they created Mickey Mouse, after Mickey Mouse, the rest of Disney gang were born such as Pluto, Goofy, Donald duck and etc. Disney’s cartoon’s

However, in order to stand out among the competitors, Disney Company especially concentrate on their marketing strategy, their target consumers focus more on parents, the ones who always have the power of purchase an item in a family. Hence, Disney’s marketing strategy not only applies for children but also parents. According to current situation of The Walt Disney Company, they’ve noted down to take actions in few segmentation in order to increase their sales, expand the market place to more country like Malaysia in future, continuous of promotion strategy on school holidays package and keep on improving on creating more and more characters merchandise towards consumers. Through these four main marketing plans (4Ps) by Walt Disney Company, it enable them to rank first largest media conglomerate among competitors. First of all, product strategy, Disney well known as producing high quality of products and of cause their famous brand that company has for years. Disney customized all their products with specific cartoon characters accordingly to consumers’ demand and request. Next, pricing strategy, From a consumers’ perspective, they always think of is the benefits they receive and the price they paying worth it. So in this cases, Disney’s product price are not low but compare to their competitors but the quality they used to produce a goods, it take into consideration that pricing is fair. Besides that, place strategy, a right place able to raise up the sales and maintain good sales for a long period, in turn, this means profit gained will increase too. Disney had distributed their products to worldwide for expansion market as purpose. Disney position their main attraction in a place with high flow of people, so more people familiar with the brand name. You can now found Disney’s theme park in California, Florida, Paris, Tokyo, and Hong Kong. Last