Answered: 1. What does Disney do best to connect…

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter7: Consumer Buying Behavior

Section7.2: Campbell’s Soup Company Cooks Up New Marketing

Problem 2C

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Hi. Kindly help me with questions 1 and 2 please. And kindly answer it in a paragraph form. Thank you

Transcribed Image Text:so diligently that it's difficult to find a piece of garbage shows as well as to post news about its products and anywhere. Every detail matters, right down to the behavior of ficials. Disney's Web site provides insight into its movie custodial workers who are trained by Disney's anima- trailers, television dlips, Broadway shows, and virtual tors to take their simple broom and bucket of water and theme park experiences. quietly "paint" a Goofy or Mickey Mouse in water on the pavement. It's a moment of magic for guests that lasts focused on how it helps make unforgettable family mern- just a minute before it evaporates in the hot sun. Disney's broad range of businesses allows the com- tures real guests throughout Disney enjoying different pany to connect with its audience in multiple ways, ef- rides and magical experiences. Leslie Ferraro, executive ficiently and economically. Hannah Montana provides an vice president of global marketing, Disney Destinations, excellent example. The company took a tween-targeted elaborated, "The inspiration for this effort came from our television show and moved it across several divisions to guests. Each and every day people are making memories become a significant franchise for the company, includ- at our parks, posting them online and sharing them with ing millions of CD sales, video games, popular consumer friends and family." products, box office movies, concerts around the world, and ongoing ive performances at international Disneyland consumers spend 13 billion hours "immersed" with the resorts in Hong Kong, India, and Russia Recently, Disney acquired three huge brands: Pixar, spend 10 billion hours watching programs on the Disney Marvel, and LucasFims. The company has started to Channel, 800 million hours at Disney's resorts and theme leverage these properties, which include the Star Wars parks, and 1.2 billion hours watching a Disney movie-at brand and superheroes such as Spiderman, Iron Man, home, in the theater, or on their computer. Today, Disney and the Hulk, across many of its businesses in order to is the 13th most powerful brand in the world, and its rev- create sustainable character brands and new growth op- enues topped $45 billion in 2013. portunities for the company. Perhaps the most anticipated new product of 2013 Questions was the Disney Infinity gaming platform, which crossed all 1. What does Disney do best to connect with its core Disney boundaries. Disney Infinity allowed consumers to play with many of the Disney characters at the same time, interacting and working together on different adventures. 2. What are the risks and benefits of expanding the For example, Andy from Toy Story might join forces with Captain Jack Sparrow from Pirates of the Caribbean and several monsters from Monsters, Inc. to fight vilains from Sources: "Company Haory" Daney.com: "Armas Reperts."Duney.com: Richard Skoe, "Ihe outer space. With so many brands, characters, and businesses, Gx" Now Yink Tins. Noventer 4, 2000 "Wate's Mast. Pewerfal Srands," Forbas, Ap 2012 Disney uses technology to ensure that a customer's ex- 23, 2013. "Daney Launches infrity Wes Gans That Cota More Than an Pad Miri," Daly Ma perience is consistent across every platform. The com- erary 16, 2013; Carmine Gale, "Catomer Senios the Dansy Way" Fotes, Aprti 14, 2011: pany connects with its consumers in innovative ways Hupo Martn, "ianays 2011 Maratng Campaign Carters on Famly Mumorla." A Tines through e-mail, blogs, and its Web site. It was one of the arter 21, 201o, Bana Malychia, "Daney Parts Campalgn Bonows Family Mamoris," first companies to begin regular podcasts of its television interviews with Disney's employees, staff, and park of- Disney's marketing campaign in recent years has ories. The campaign, "Let the Memories Begin," fea- According to internal studies, Disney estimates that Disney brand each year. Consumers around consumers? Disney brand in new ways, such as video games or superherces? Iger Diferanca" Forture, Apri 11, 2008 Brooks Barnes, "Ater Mickey's Makeover, Less M. Nice Dorety Pomerantz, Fe Lessons in Sucoses from Direy'a $40 Milion CEO," Forts, Jlanary Advcck, September 23, 2010; Disney Annual Report 2013.

Transcribed Image Text:Marketing Excellence Aladdin (1992), The Lion King (1994), Toy Story (with Pixar, 1995), and Mulan (1998). In addition, the company thought of creative new ways to target its core family- oriented consumers as well as expand into new areas to Few companies have been able to connect with their reach an older audience. It launched the Disney Channel, audience as well as Disney has. From its founding by Touchstone Pictures, and Touchstone Television. Disney brothers Walt and Roy Disney in 1923, the Disney brand featured classic films during The Disney Sunday Night has always been synonymous with trust, fun, and qual- Movie and sold its classic fims on video at extremely low ity entertainment for the entire family. Walt Disney once prices, reaching a whole new generation of children. It stated, "I am interested in entertaining people, in bringing tapped into publishing, international theme parks, and pleasure, particularly laughter, to others, rather than being theatrical productions that helped reach a variety of audi- >> Disney concerned with 'expressing' myself with obscure creative ences around the world. impressions." The Walt Disney Company has grown into the world- Today, Disney consists of five business segments: Studio Entertainment, which creates fims, recording la- wide phenomenon that today includes theme parks, bels, and theatrical performances; Parks and Resorts, feature films, television networks, theatre productions, which focuses on Disney's 11 theme parks, cruise lines, consumer products, and a growing online presence. In and other travel-related assets; Consumer Products, which sells all Disney-branded products; Media Networks, studio that introduced the world to Mickey Mouse, who which includes Disney's television networks such as ESPN, ABC, and the Disney Channel; and Interactive. Disney's greatest challenge today is keeping a smashing success of cartoons with sound and of the 90-year-old brand relevant and current with its core au- first ful-length animated film, Snow White and the Seven dience while staying true to its heritage and core brand Dwarfs, in 1937 led to other animated classics through- values. Disney's CEO Bob Iger explained, "As a brand out the 1940s, 1950s, and 1960s, including Pinocchio, that people seek out and trust, it opens doors to new Bambi, Cinderella, and Peter Pan, live-action fims such platforms and markets, and hence to new consumers. as Mary Poppins and The Love Bug, and television series When you deal with a company that has a great legacy, you deal with decisions and conflicts that arise from the When Walt Disney cied in 1966, he was considered clash of heritage versus innovation versus relevance. I'm the best-known person in the world. He had expanded the a big believer in respect for heritage, but I'm also a big Disney brand into film, television, consumer products, and believer in the need to innovate and the need to balance Disneyland in southern California, the company's first theme that respect for heritage with a need to be relevant." Internally, to achieve quality and recognition, Disney realized his brother's dream of opening the 24,000-acre has focused on the Disney Difference, which stems Walt Disney World theme park in Florida. Roy died in 1971, from one of Walt Disney's most recognizable quotes: and the company stumbled for several years without the "Whatever you do, do it well. Do it so well that when peo- leadership of its two founding brothers. It wasn't until the ple see you do it they will want to come back and see you late 1980s that the company reconnected with its audience do it again and they will want to bring others and show its first two decades, however, it was a struggling cartoon went on to become its most famous character. Few believed in Disney's vision at the time, but the like Davy Crockett. park. After Walt's death, Roy Disney took over as CEO and them how well you do what you do." and restored trust and interest in the Disney brand. It all started with the release of The Little Mermaid, Disney works hard to connect with its customers which turned an old fairy tale into a magical animated on many levels and through every single detail. For ex- Broadway-style movie that won two Oscars. Between ample, at Disney World, "cast members" or employees are trained to be "assertively friendly" and greet visitors as the Disney Renaissance as it released groundbreaking by waving big Mickey Mouse hands, hand out maps animated films such as Beauty and the Beast (1991), to adults and stickers to kids, and clean up the park the late 1980s and 2000, Disney entered an era known

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1. What does Disney do best to connect with its core consumers? 2. What are the risks and benefits of expanding the Disney brand in new ways, such as video games or superherces?