International marketing

Case study:
Disney: Marketing Services Efficiently

Submitted to:
Prof: Rajeev Kumar

Submitted by:
Gaurav Mittal
09BS0000782
Section: F
Disney: Marketing Entertainment Internationally

 Disney entered into the lives of millions of people across the

globe.

 It aimed at opening parks in all the 4 continents where life

exists.

 They adopted a number of strategies to market its brand

internationally :

1. Both Walt Disney World and Universal Studios introduced new

attractions regularly to sustain people’s interest.

2. Expanded operations to marketing of movies, books, toys,

clothes and theme parks.

3. Disney’s media presence Comprised of Radio Disney.

4. It established Disney brand in countries of Latin America,

Europe and Asia pacific regions.

5. Its T.V channels comprised of Disney channel, Buena Vista

television, ABC networks, ESPN sports channel Etc.

6. Disney channel was launched in Brazil and radio Disney in

Argentina.

7. This considerably helped them to mark their presence globally.

8. It co-ordinated its various divisions and worked in co-operation

for marketing entire Disney brand.

9. Their relationships were used for market expansion.

10. Disney also planned to license its Walt Disney name.

11. Further, Disney’s employees were specially trained to be
courteous and cheerful.

12. This helped in achieving customer satisfaction and contributing to

business’s growth.

 Disney, as a part of expansion strategy is now concentrating on

Countries like China and India.
 These countries with a large population of children below 13
have a huge potential.
 It signed an agreement with Hong Kong Govt. in November
1999 to build a theme park.

 In 2005, Disneyland celebrated its 50th anniversary as ‘The

happiest celebration on earth’.

CEO of Disney said “Disney aims to build the biggest

entertainment base in the world while simultaneously
creating the world’s greatest entertainment products”.