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Early Enterprises...

‡ Walt Disney was born on December 5, 1901 in Chicago Illinois, to his father Elias Disney, and mother Flora Call Disney. ‡ Walt had very early interests in art, he would often sell drawings to neighbors to make extra money. He pursued his art career, by studying art and photography by going to McKinley High School in Chicago. ‡ Walt began to love, and appreciate nature and wildlife, and family and community, which were a large part of agrarian living. Though his father could be quite stern, and often there was little money, Walt was encouraged by his mother, and older brother, Roy to pursue his talents.

‡ Walt joined the Red Cross and was sent overseas to France, where he spent a year driving an ambulance and chauffeuring Red Cross officials. ‡ Once he returned from France, he wanted to pursue a career in commercial art, which soon lead to his experiments in animation. He began producing short animated films for local businesses, in Kansas City. ‡ By the time Walt had started to create The Alice Comedies, which was about a real girl and her adventures in an animated world, Walt ran out of money, and his company Laugh-O-Grams went bankrupted. ‡ Instead of giving up, Walt packed his suitcase and with his unfinished print of The Alice Comedies in hand, headed for Hollywood to start a new business. ‡ The early flop of The Alice Comedies inoculated Walt against fear of failure; he had risked it all three or four times in his life. Walt's brother, Roy O. Disney and Walt borrowed an additional $500, and set up shop in their uncle's garage. Soon, they received an order from New York for the first Alice in Cartoonland(The Alice Comedies) featurette, and the brothers expanded their production operation to the rear of a Hollywood real estate office. ‡ On July 13, 1925, Walt married one of his first employees, Lillian Bounds, in Lewiston, Idaho.

Creation of Mickey mouse
‡ In 1928 Walt created a new animated character, Mickey Mouse. ‡ Mickey was constructed from two large circles, one for the trunk and one for the head, to which were appened two smaller circles, representing ears, along with rubber hose arms and legs that terminated in plump hands ( ungloved at this early stage) , and large booted feet that provided him stability. ‡ He was also equipped with a long, skinny tail, a plump shaped nose, and buttoned eyes. ‡ He was designed for maximum ease of animation (circular forms are easier to animate effectively) ‡ But beyond that Mickey was provided with something that was new to the medium:


‡ Another factor that made Mickey an immediate hit was that he had good tune to be the right mouse at the right place at the right time (Steamboat Willie, was the first cartoon with a soundtrack) ‡ Disney was quick to see that his future would depend upon wedding sound to the cartoon medium. To do this properly, he realized, would demand care and imagination.

An early Mickey Mouse model sheet which shows the basic simplicity if his design

‡ At that time colour in the animated series was new. ‡ Disney signed a deal with Technicolor to have exclusive animation rights to the use of their new ³three- strip system´ for the next two years. ‡ In 1932, the production entitled Flowers and Trees won Walt the first of his studio's Academy Awards.

Meanwhile other characters like Donald Duck, Pluto, Goofy were added to the animation.

Painting for Pluto¶s Dream House

‡ In mid- thirties, Mickey had become a national symbol and as such he was expected to behave properly at all times. ‡ It was becoming harder to find comic situations for him that would not give offence in some quarter. ‡ Besides this restriction, the cartoons were always very innovative.

Animated classics
‡ Initial success did not satisfy Disney for long. ‡ In 1930¶s he began to think seriously about producing a feature- length animated film.

‡ The Disney shorts were so popular that they often shared billing with the main feature, but because film rental was determined by running time, the potential revenue from these shorts was limited. ‡ Disney was anxious to work within an expanded format that would give him a chance to evolve more complex ideas and greater naturalism.

‡ Walt Disney started with ³Snow White & Seven Dwarfs´ as his first full-length animated musical feature. ‡ During the next five years, Walt Disney Studios completed other full-length animated classics such as Pinocchio, Fantasia, Dumbo, and Bambi. ‡ Apart from the products of the feature animation department, there have been other full length animated films like Duck Tales: The Movie (1990), a mediocre spin-off of a television series, and A Goofy Movie (1995), which succeeded very well within its own terms.

Disney artists were very little experienced in animating the human form. So, special classes by Do Graham were provided to them to improve their knowledge of anatomy. Bringing the human form to life was the exclusive goal of the artists.

Snow White was the first feature where transparent colours were employed for the background paint.

Highly stylized treatment tended to slow the action and interfere with character development.

Sleeping Beauty (1959) began with high hopes but ended with disappointment.

A Second Flowering - Beauty and The Beast ( 1991)

Beast had to be shown sympathetic (although no less terrifying) Give life and naturalism to the objects of the story. Nominated for an Academy AwardBest Picture Category- first time an animated picture was accorded this honor

‡ Disney created an animated movie, Toy Story (1995), in which computer- generated animation was used to create a world realistic enough to sustain a feature- length story. ‡ The movie was the result of a collaboration between Disney and Pixar, a computer animation company founded by George Lucas and now owned by Apple Computer cofounder Steve Jobs. ‡ Toy Story introduced a new era in animation with such authority that it established itself as an instant classic. ‡ Other Disney/ Pixar film are: A Bug¶s life, Cars, Incredibles etc.

In 1946 Disney started creating full-length live- action films. In these movies a full complement of professional actors is used to tell an entirely fictional story. Cartoon inserts helped sell the movie to the public.

A still from Song of the South

History then conspired to push Disney towards a series of all live- action historical pictures. Because of post war monetary restrictions, a significant portion of Disney financial assets were frozen in Great Britain. He could access the money only if it was being employed there, and on the advice of his brother Roy, Walt decided to use it to make films in the British Isles. The fruits of this venture are: Treasure Island, The Story of Robin Hood and his Merrie Men, etc


Walt Disney presents his vision of a ³magical park´. The more he dreamt of it, the more elaborate his plans became. In 1954, the year before Disneyland opened, Walt Disney shared his ideas on TV and to potential investors- by using maps and concept drawings to show that Disneyland would be like.

As Walt Disney sat at a bench, at an amusement park, watching his daughters play, he noticed how ragged and filthy the small amusement park was. He also observed people's reactions to different rides, and noticed how children's parents had nothing to do. They would be anxious to go home, while their children were still having fun, and playing. This is where Walt was conjuring, and planning a new type of amusement park; one that would be clean, and would have attractions for parents and children together. This was Walt Disney's idea, which eventually turned to be Disneyland. Years before Disneyland was constructed, Walt was thinking, generating, and creating everything in his mind. He traveled the United States, and visited buildings of Americas most prolific inventors and creators, such as Thomas Edison's Workshop, the Wright Brothers Bicycle shop, and the home of the Dictionary magnate Noah Webster. While visiting these places, he was formulating and dreaming of a "Mickey Mouse Park" with a western village, Main Street, and more, these ideas would eventually form Disneyland. When the real designing came around, Walt was met with inevitable questions. How do you make believable wild animals, that aren't real? How do you make a Mississippi paddle ship? How do you go about building a huge castle in the middle of Anaheim, California? So, Walt Disney looked to his movie studio staff for the answers. The design of Disneyland was something never done before. There would be five uniquely different lands.

Then-Vice President Richard Nixon and family help Disney introduce the Disneyland Monorail, on June 14, 1959.


A µstylized version of the founder¶s signature¶ Signifies the brand name and promises secure, cheerful and quality American mainstream entertainment. Different animations and styles were introduced in the Walt Disney logo to complement the entertainment quality and the technological breakthroughs of the era. The original Walt Disney logo, to a large extent, has retained its uniqueness, however, over the time,

Other than the regular logo, the company uses different logos on its different products.

A castle on a blue background version of the Walt Disney logo is used for the movie releases and as the curtain-raiser to its films.

The Walt Disney signature with ³World´ added to it is used for the company¶s resorts "Walt Disney World Resort"

A Mickey¶s head is adopted for the company¶s Mickey Mouse Club and ³Studios´ was added to the Walt Disney logo signifying Disney Studios around the world.

Walt Disney Company subsidiaries : 82
A ABC Circle Films ABC Entertainment ABC Studios American Broadcasting Company B Bay Lake, Florida Buena Vista Distribution Buena Vista Motion Pictures Group Buena Vista Music Group C Capital Cities Communications Caravan Pictures Celebration, Florida Circle 7 Animation Compass Rose Corporation D Disney Comics (company) Disney Consumer Products Disney Development Company Disney Interactive Studios Disney Mobile Disney Movie Rewards Disney Press Disney Regional Entertainment Disney Theatrical Group Disney Vacation Club Disney Vacation Development, Incorporated Disney Worldwide Outreach Program Disney's Hilton Head Island Resort Disney-ABC Domestic Television Disney-ABC International Television Disney-ABC Television Group Disneyland Resort

E ESPN ESPN Deportes ESPN Deportes Radio ESPN International ESPN Zone ESPN2 ESPNEWS F Fall Line Studios G H Hollywood Pictures Hollywood Records Hyperion (publisher) I It's a Laugh Productions, Inc.

L Lake Buena Vista, Florida List of Disney Interactive Studios games List of Walt Disney video releases Lyric Street Records M Mammoth Records Miramax Books Miramax Films Muppets Holding Company LLC

P Pixar R Radio Disney Reedy Creek Energy Services Reedy Creek Improvement District

S SOAPnet Saban Entertainment T Toon Disney Touchstone Pictures

W Walt Disney Animation Australia Walt Disney Animation Japan Walt Disney Animation Studios Walt Disney Creative Entertainment Walt Disney Entertainment Walt Disney Imagineering Walt Disney Internet Group Walt Disney Music Company Walt Disney Parks and Resorts Walt Disney Pictures Walt Disney Records Walt Disney Studios Home Entertainment Walt Disney Television Walt Disney Television Animation Walt Disney Theatrical Walt Disney Travel Company, Incorporated Walt Disney World Company Walt Disney World Hospitality and Recreation Corporation Walt Disney World Resort Wonderland Music Company World of Disney

Business Segments

Disney, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with four business segments:

1. 2. 3. 4.

Media Networks Parks and Resorts Consumer Products Studio Entertainment

1.) Media Networks
Media Networks comprise a vast array of broadcast, cable, radio, publishing and Internet businesses. Key areas include: Disney-ABC Television Group, ESPN Inc., Walt Disney Internet Group, ABC owned television stations, and a supporting headquarters group. Marketing, research, sales and communications functions also exist within the segment. .

A) ABC Television Network
Its Media Networks unit is centered around the A Better Community (ABC) television network. ABC Television Network provides broadcast programming to 228 affiliated stations across the U.S. The Network encompasses ABC News, which is responsible for news programming on television, radio and the Internet; ABC Entertainment, responsible for ABC¶s primetime and latenight entertainment programming; ABC Daytime, producer of the network¶s successful cache of daytime programming; as well as ABC Kids, the Network¶s children¶s programming platform

B) Disney Channel

Disney Channel is a 24-hour general entertainment television network that offers television programming for children through original series and movies as well as third party programming. It is marketed to mostly young children, however in recent years the diversity of viewers has increased.

ESPN, formerly an acronym for Entertainment and Sports Programming Network, is an American Broadcasting cable television network dedicated to broadcasting and producing sports-related programming 24 hours a day. ESPN is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company.

D) Radio Disney

Radio Disney is a radio network based in Dallas, Texas in the United States broadcasting music and other content targeted at children and young teenagers.

E) Walt Disney Internet Group (WDIG)
The Walt Disney Internet Group (WDIG) offers a compelling mix of interactive entertainment and information content and services for Internet and mobile devices for audiences around the world. Its paramount mission is to provide a safe, secure environment for consumers to experience the Disney brand anytime and anywhere as they inform and entertain themselves, look to join communities with other Disney fans, or shop for products and services.

Buena Vista

Also included in the Media Networks segment are Buena Vista Television. In 1980, the name Buena Vista was changed to Walt Disney

2.) Parks and Resorts

Disney's Parks and Resorts is not just home to Disney's beloved characters but the place "Where Dreams Come True." The segment traces its roots to 1952, when Walt Disney formed what is today known as Walt Disney Imagineering to build Disneyland Park in Anaheim, California./ Since then, Parks and Resorts has grown to encompass the world-class Disney Cruise Line, eight Disney Vacation Club resorts (with more than 100,000 members), Adventures by Disney, and five resort locations (encompassing 11 theme parks, including some owned or co-owned by independent entities) on three continents: ‡ Disneyland Resort, Anaheim, California ‡ Walt Disney World Resort, Lake Buena Vista, Florida ‡ Tokyo Disney Resort, Urayasu, Chiba ‡ Disneyland Resort Paris, Marne La Valle, France ‡ Hong Kong Disneyland, Penny's Bay, Lantau Island

3.) The Walt Disney Studios
The Walt Disney Studios distributes motion pictures under:

Walt Disney Pictures - which includes Walt
Disney Animation Studios, Pixar Animation Studios

DisneyToon Studios - Touchstone Pictures,
Hollywood Pictures and Miramax Films.

Walt Disney Studios Motion Pictures International serves as the studio's
international distribution arm.

Walt Disney Studios Home Entertainment distributes Disney and other film titles
to the rental and sell-through home entertainment markets worldwide.

Disney Music Group distributes original music and motion picture
under Walt Disney Records, Hollywood Records, and Lyric Street Records.


4.) Disney Consumer Products (DCP)

Disney Consumer Products (DCP) is the business segment of The Walt Disney Company that extends the Disney brand to merchandise ranging from apparel, toys, home décor, books and magazines to interactive games, food and beverages, stationery, electronics and animation art.

This is accomplished through the work of DCP's various lines of business: Disney Toys, Disney Apparel, Accessories, and Footwear, Disney Food, Health, and Beauty, Disney Home, Disney Publishing, Disney Stationery, Disney Interactive Studios, Baby Einstein, and DCPs' origins trace back to 1929 when Walt Disney licensed the image of Mickey Mouse for use on a children's writing tablet.

Ranking as the world's 12th largest apparel brand - larger than Faded Glory, Benetton and Banana Republic, Disney Apparel, Accessories, and Footwear utilizes the extensive vault of Disney content to create unique and fashionable products for the young and young at heart. Disney has also expanded its presence in the footwear market by collaborating with up-and-coming brands such as Crocs and by developing new licensing business models with leading retailers such as Payless Shoes.

Disney Interactive Studios

Disney Interactive Studios, the interactive entertainment affiliate of The Walt Disney Company, is a global business unit that self-publishes and licenses a broad portfolio of video games for multiple platforms in all major markets worldwide. Video games from Disney Interactive Studios are inspired by the breadth of intellectual properties throughout The Walt Disney Company and its subsidiaries. In addition, Disney Interactive Studios creates original intellectual properties that have the potential to expand beyond the video game market into other business areas of The Walt Disney Company.

Food, Health & Beauty
Disney Food, Health & Beauty offers products for all ages inspired by beloved Disney characters, Disney films and Disney Channel shows. Most recently, the group has been a driving force behind The Walt Disney Company¶s strategy to promote healthy eating habits for kids. Through new food licensing programs, product reformulations and relationships with leading retailers around the world, the Disney food group offers parents healthy alternatives their kids will love.


Disney Home offers home décor and design programs inspired by classic Disney properties such as Disney Princess, Mickey Mouse Provides creative room solutions for all ages. Disney Home has also expanded into non-character, Disney-branded designs featuring the whimsy of Disney characters and the classic style of Walt Disney himself.


The legacy of Disney Publishing Worldwide (DPW) began with the introduction of the first Disney comic strip in 1930. Walt Disney felt that print would enhance the Disney movie experience, while also allowing the introduction of characters to those who had yet to see certain films. Disney books, magazines and comic books often hit international markets first, paving the way for the company to enter new global markets by establishing the brand in countries such as China and Russia.


Greeting cards, party goods, posters, scrap-booking and back-to-school supplies have all played a starring role in the expansion of Disney Stationery's contribution to the growth of Disney Consumer Products' (DCP) business since 2000. In addition to youth products, Disney Stationery recently designed a line of upscale leather bound journals and photo albums inspired by vintage Disney art.


Disney Toys has been bringing magic to playtime for children and families all over the world. Based on annual retail sales, Disney Toys* would be considered the third largest toy company in the world if it operated as an independent toy business. This success comes from Disney Toys' dedication to its role as an innovator and leader in the development of traditional toys to contemporary playthings that bring Disney characters and stories to life.

Disney films have provided inspiration for new toys and have driven the success of Disney toys in the boys category. Pirates of the Caribbean Black Pearl Playset won Child magazine¶s 2006 ³Best Toys of the Year Award´

Key Licensees :
Bandai America Inc. - Power Rangers toys Fisher-Price - Winnie the Pooh and Disney Princess infant/pre-school toys Hasbro Inc. - toys inspired by Disney film and television properties Mattel - Disney Princess fashion dolls Playmates Toys Inc. - Disney Princess large dolls and playsets Tomy - toys for the Japan market (all categories) Starlight ± consumer electronics Digital Blue ± consumer electronics



Disney Bans Smoking in Its Branded Movies Disney Says It Will Link Marketing to Nutrition
Walt Disney, addressing the growing concerns of parents over child nutrition. It says that it would curtail the use of its name and characters with food items that do not meet new nutritional standards. The new guidelines would limit how much sugar, calories and fat could be in snacks and foods marketed by companies that Disney has licensing relationships with.


Capitalize on current events:
Mickey mouse¶s dog was named PLUTO after the discovery of the planet Pluto by Clyde Tombaugh

The underwater sequence of Pinocchio which was a result of underwater photography being in fancy at that time.

Get your employees behind your product:
Threw a party for his employees after the success of ³Snow White & Seven Dwarfs´.

Embrace new technology:

Added sound to his Mickey Mouse cartoon, Steamboat Willie (1928) which resulted in the rodent becoming a national craze. In 1950¶s Walt embraced the new medium of television as a way to keep the public informed about what his studio was doing.


To tie in with their yearlong theme, ³The Year of a Million Dreams,´ Disney has added a brilliant twist to the age-old favourite. They¶ve added surprise. Here¶s their twist. ³Imagine walking through one of the Walt Disney World Theme Parks when a Cast Member taps you on the shoulder to offer you a dream come true. Right now, over a million extra-special dreams, some thought impossible, are being randomly awarded to people just like you.´


Walt Disney pays attention to all small details. These details are not the similar ones as the world is doing them. They are different.


Creation of the ToonTown

For their Existing Customers

Walt disney Generating New Business

PC Market
Disney¶s business model has always evolved around Mickey Mouse because the animated figure incorporates the positive characteristics of the corporation. From an economical perspective Mickey Mouse is a powerful marketing tool because he is recognized all over the world and generates enormous capital gains. Integrating the ears of Mickey Mouse on their new personal computers has create a new source of revenue because as the standard of living and digital medium is continuously increasing, hence more consumers will purchase personal computers. The above statement is a conclusion from the trends in the PC market because between 1990 and 1999 US households with personal computers increased from 22% to 53%.

Indian Market
The second approach to generating new business is integrating Disney¶s business model into new international markets and cultures. With a new Walt Disneyworld theme park in Tokyo, Disney has expanded their business into the Indian market. With the world¶s second largest population in India, Disney appears to have made the right decision in their effort to globalize. India has many indicators that point out to Disney¶s globalization efforts; (1) lower labor costs, (2) second largest customer base, (3) low competitive environment, and (4) India¶s interest and investment into the entertainment industry.

COMPETITORS DreamWorks Sony Pictures Entertainment Warner Bros.

Shrek animators deny rumors that the Dreamworks character is based on Disney CEO Michael Eisner

Warner Bros. 4% 5% 7% 2% 3%2% 19% 20th Century Fox Buena Vista Paramount Fox Searchlight Sony / Columbia 7% 18% 8% 10% 15% Universal Lionsgate Paramount Vantage Focus Features Miramax Overture Films

Fall under Walt Disney

Case study

The Walt Disney Company (India) Pvt Ltd opened on July 1, 2004 three of four lines of business now operational. MEDIA NETWORKS WALT DISNEY TELEVISION INTERNATIONAL (INDIA) Disney Channel and Jetix

Television is a key brand driver for Disney in India. Disney Channel and Jetix have consistently been leading networks for kids 4-14 in Cable & Satellite (C&S) programming across India since launching in December 2004 driven by the success of key Disney Channel franchises and our localization strategy. Their current reach is over 50 million homes and Star India is the exclusive distribution partner for both channels. In 2006, the channels won 21 awards including Disney Channel¶s win as Best Children¶s Channel at the Indian Television Academy awards, which is based on audience polls.

The localization strategy includes production of Disney Channel original, local content, local languages, local acquisitions, plus production of short-form original content to create the environment. Outside of the US, India is one of the largest markets Disney has invested in for local production ± most recently exhibited by the successful and locally produced original program, Vicky Aur Vetaal , based on an Indian fable and recently launched Dhoom Machao Dhoom. In addition, Disney Channel and Jetix have over 6000 episodes of dubbed content (3 languages included). Disney Channel India has close to 25% local content on-air today. Disney's portfolio of kids' channels seeks to strengthen connections with kids and their families by developing creative local content that reflects the lives and faces of the Indian market

In India, all songs from the movie were re-recorded with popular Bollywood talent, musicians and singers - Sunidhi Chauhan, Naresh Kamath, Shweta Pandit and Neuman Pinto. In India, the HSM2 Hindi album has three 'inspired by' tracks composed by ShankarEhsaan-Loy.

In June 2007, WDSMPI announced a historic collaboration with Bollywood's leading studio - Yash Raj Studios to make animated films created by and for Indians. The first film under this partnership is entitled "Roadside Romeo," to be directed by Jugal Hansraj produced by Aditya Chopra and with music by Salim - Sulaiman. It features the voices of Saif Ali Khan, Kareena Kapoor and Jaaved Jaaferi. It is slated for a release in May 2008 During the course of the year, WDSMP, India also extended its winning streak in animation - owning 5 of the top ten all-time slots, lead by Disney/ Pixar's "The Incredibles" which created history by being the first Hollywood film to be ever dubbed by a top Bollywood talent - Shah Rukh Khan. .

In our continued efforts to strengthen DCP¶s licensing relationships, DCP recently tied-up with Big Bazaar to set up special Disney Corners (shop-in-shop) within their stores across the country focusing on Disney Princess and the ever popular franchise, Power Rangers. DCP also launched µThat¶s So Raven¶ (a popular TV show on Disney Channel) Collection of apparels to provide consumers an ³all round feel" of the brand. DCP recently tied-up with Lenovo and launched a new Lenovo 3000 H limited edition Power Rangers Mystic Force themed desktop.

Disney tie up with Funskool to retail Disney Princess Dolls and Role-Play Sets. Walt Disney Television International (India) and Goodlass Nerolac Paints came together to offer kids their latest range of products called 'Nerolac Disney.' The range will initially launch with three Disney characters - Mickey Mouse, Winnie The Pooh and the Disney Princess range. The product pack will contain wall designs, which consists of a 'Paint for the wall' and 'Custom made Stencils' to capture the designs on the wall.

WALT DISNEY INTERNET GROUP (INDIA) DISNEY & AIRTEL The company tied up with AirTel to develop mobisodes, games, ringtones, wallpapers and animation in the 'Disney Mobile Theatre' featuring popular cartoons. AirTel thus became the first provider of Disney Mobile Theatre in India providing characters like Mickey Mouse, Minnie Mouse, Donald Duck, Goofy and Pluto on the mobile. AirTel customers have access to six Disney animated series in the form of 30 second episodes exclusively made for mobile devices.

DISNEY & RELIANCE MOBILE The exciting world of 3D animation on mobile is now available on Reliance mobile phones. Reliance Communications tied up with Disney to offer on Reliance Mobile World what would be India's first 3D animation on mobile. There will be a host of other Disney mobile content offerings as well. Reliance customers can access sixteen Disney animated video shorts, including ten in 3D, exclusively made for mobile devices and featuring Disney characters. They also can download other mobile content with favourite Disney characters in the form of wallpapers, ring-tones, games or comic strips from Disney Zone, created on Reliance Mobile World.

THE WALT DISNEY COMPANY & HUNGAMA TV The Walt Disney Company entered into an agreement to acquire Hungama TV, a leading Indian children's television channel, and take an equity interest in media company UTV Software Communications Limited, in each case subject to regulatory approval. Once final, the acquisition will firmly establish The Walt Disney Company's ties in a rapidly growing media market, where local content production is key. Not only will we be acquiring a great channel asset, The Walt Disney Company will also be able to participate in UTV's diversified media businesses and bring to UTV our global media and synergy expertise, including developing and distributing high quality family friendly content, in nearly 200 countries worldwide and expanding related franchises across film, television, music, merchandise, new media and live entertainment.

Walt Disney acquires rights to air Sahara's 'Hanuman' Adding another leg to their localization drive, The Walt Disney Company (India) acquired the rights from Sahara One Motion Pictures through their assignee Percept Picture Company (PPC) to showcase Hanuman. The movie, which released late last year, was shown on Disney Channel in eight episodes. The deal is for a period of three years and is not for a single airing. Hence the channel will be having multiple airings through the three year time span. This tie-up marks the first-ever mini-series presentation of this trend-setting local animation feature on any TV channel. Hanuman boasts of a truly superlative story with splendid animation featuring an Indian superhero from mythological tales that every Indian kid has been brought up on.

INNOVATIVE TIE UPS DISNEY & ADLABS' "DISNEY'S MOVIE MAGIC" The Walt Disney Company (India) and Adlabs Films Limited launched Disney's Movie Magic at a special charity screening of Disney and Pixar's latest computer animated feature CARS held at Metro Adlabs in Mumbai. The exciting line-up of movies will include the best of Disney's feature animation and popular live-action hits such as The Incredibles, Cars, Finding Nemo, The Lion King, Aladdin, Tarzan, Chicken Little, The Princess Diaries, 102 Dalmatians and many more. Movie tickets will come in a specially designed Disney's Movie Magic branded envelope which will contain a token gift related to Disney movies.

STRATEGIC INITIATIVES DISNEY & GROUP M's 'KIDSENSE' KidSense is a strategic effort by Disney and GroupM to explore the world of kids and share insights with the media and marketing fraternity. This initiative includes annual research and periodic forums for deliberations and creating opportunities to understand the largest kids market in the world - India . Disney's KidSense will be the knowledge powerhouse for all stakeholders in the kids segment in the country. Using strategic insights gathered from research, opinions from childhood experts, media professionals, international learning and experience of the two giants, KidSense aims to fill the information need gap in the industry. As part of this initiative, KidSense today released its first two-part Research Study , which will provide a window into kids' minds, interests, their behaviour, and influence on family purchase decisions.

PUBLISHING Disney Publishing dominates the market with a vast range of products for children across India. Over 300 book titles have been published through seven licensees in India. Disney books feature popular and classic Disney stories and characters including Mickey Mouse, Winnie the Pooh, the Princesses, That¶s So Raven, Lizzie Mcguire, and the Power Rangers. These products are available in different formats --storybooks, activity books, colouring books, sticker books, junior novels, and comics. In December, Disney Publishing launched a monthly children¶s magazine, Disney Adventures, in association with Infomedia India. It is the first international magazine for children to launch in India targeting children 8-14 years and features both international and over 35% local content. Disney Adventures has a print run of 40,000 copies and is expected to grow to 52,000 copies in one year, through subscriptions. Eight Disney titles launched in Hindi,Malyalam and Marathi

SWOT Analysis
STRENGHTS ‡ Global Standardization ‡ Target Customer: Children ‡ Creative process ‡ Popular Brand Name ‡ Diversification WEAKNESSES ‡ Excessive Research & Development ‡ Constant Up Gradation ‡ High Investment ‡ High Risk Factor

OPPORTUNITIES ‡ Merchandise ‡ Global Localization: Think global, Act Local ‡ Characters of national or regional appeal ‡ Cheaper alternatives to soft toys ‡ Disney Music Channel ‡ Disney School of Management/ Training Institute THREATS ‡ Competitors: National, Regional & Global ‡ Employee Retention ‡ Highly Demanding in terms of Sales, Creativity and Innovation ‡ Unprofitable or hasty acquisition ‡ Brand Consistency ‡ Product Differentiation