Disney's Frozen Marketing Strategy

947 Words 4 Pages
Kendra Dell
BUS313
September 22, 2014
“Live” Marketing Assignment 2

Frozen is the highest grossing Disney-produced animated film of all time. It is the story of a fearless princess who sets off on a heroic journey to find her estranged sister, whose icy magical powers have trapped the kingdom in eternal winter. The film is a departure from Disney’s love-struck-damsel in distress, emphasizing the empowerment of women and family love. Although, Disney departs from its classic fairy tale formula, it still harbors those recognizable qualities that have left a permanent stamp on viewer’s hearts for nearly eight decades. In addition to reaching viewers hearts Disney had long been successful at impacting viewers wallets. It is for this reason
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Lee believed the power of the film was attributed to “a combination of music and social media” (Everett). While Lee was correct, social media had changed social behavior it did not however account for the film’s masterful marketing efforts. The effective marketing efforts were deeply rooted in the Frozen film just as Disney classic of the past.

Disney lets films speak for themselves. The company remains stead fast to the “Disney Experience” never loses sight of the detailed segmentation, targeting and positing. These focused efforts at times help Disney attract adjacent segments through a halo effect (Davis). The halo effect is an explained bias shown by customers towards certain products because of favorable past experience with other products by the same brand and/or company (Investipedia).

Disney’s animated halo effect shined brightly upon the company’s latest film. Frozen was not the first time a Disney filmed captured the hearts, money and time of many young children and their parents around the world. Disney currently holds three of the top twenty highest grossing film placement of all time (Wikipedia). The key is great story telling, songs, female princess and boys. These are components that drive Disney’s core target segment to the theaters
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The company’s marketing mix is a powerful machine. Films are followed by action figures, collectibles, apparel, soundtracks, books, stuffed animals, tote bags and more covered in the film’s popular characters. The merchandise is followed by a trip to the most magical place on earth, Disney theme parks. Disney has a strong promotional campaign’s that is well suited to the company’s target audience and marketing plans.

Work Cited:
Davis, Scott. "What Marketers Should Learn From Disney 's 'Frozen '" Forbes. Forbes Magazine, 15 Jan. 2014. Web. 22 Sept. 2014.

Everett, Lucinda. "Frozen: Inside Disney 's Billion-dollar Social Media Hit." The Telegraph. Telegraph Media Group, 31 Mar. 2014. Web. 22 Sept. 2014.

"Halo Effect Definition | Investopedia." Investopedia. N.p., n.d. Web. 22 Sept. 2014.

Kaufman, Gil. " 'Frozen ' Ices Out Beyonce On Charts Again." News. MTV, 15 Jan. 2014. Web. 22 Sept. 2014.

Novellino, Teresa. "Walt Disney Co. 's Frozen Movie Is New Licensing Darling, LIMA SVP Says." Walt Disney Co. 's Frozen Movie Is New Licensing Darling, LIMA SVP Says. Upstart Business Journal, 17 July 2014. Web. 22 Sept.

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