Advance Marketing Essay

1302 Words Jul 5th, 2015 6 Pages
Unit III Assignment

Disney Case Study - Advanced Marketing

What does Disney do best to connect with its core consumers?

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media. Disney products include television programs, books, magazines, musical recordings and movies. Disney’s CEO Bob Iger explained, “As a brand that people seek out and trust, it opens doors to new platforms and markets, and hence to new consumers. When you deal with a company that has a great legacy, you deal with decisions
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Disney’s Web site provides insight into movie trailers, television clips, Broadway shows, virtual theme park experiences, and much more. Disney tries best to connect with its core consumers through the following ways in the parks:
• Honorary titles, badges and certificates
• Special scavenger hunts
• Honorary starring roles in our shows
• Special games and activities just for children
• Signed cards from Disney characters & Guest of the day programs
When a new Disney Cruise Line ship premieres, or a new theme park opens, the first people to experience it are usually Disney cast members (often for free or at a reduced rate). The company takes their feedback and makes any necessary adjustments before guests arrive. Bruce Jones is programming director for Disney Institute, oversees the team that develops engaging content built around the five topics that Disney is best known for – Leadership Excellence, People Management, Quality Service, Brand Loyalty, and Inspiring Creativity. Bruce also ensures the content is suitable for presentation across a variety of formats, including Web casts, keynote presentations and multi-day courses. Disney Institute has workshops to train business leaders, including long-term care executives, to recognize the power of building and nurturing a

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