Course Title:

CONSUMER BEHAVIOR AND MARKET

RESEARCH

Student Name:

NAUMAN BASHIR

Roll No:

MMKT-IAS-50-R-F19

Course instructor:

MR. MUHAMMAD ZAHID

Program:

MASTERS OF MARKETING

Session:
2019-21
Question no 1:

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

Answer:

It is the policy of Disney that it is always eager to adsorb the new blood and so it looks for
expansion of its market, Disney not only develops its outlets but it always try to add on new
products and services . But brand expansion brings both lots of benefits as well as setbacks for
the company. The major benefits of expansion are mass coverage, strong brand image and
increase in profit margins. It has always seen that core customers of Disney are children's and
families. In my opinion, Disney has developed several ways to target its core consumers.
Firstly, Disney starts to involve new business to make customers interested. In 1937,
Disney introduced the first full-length animated film, Snow White and the Seven Dwarfs
and then led to other animated classics, live action films and television series
such as Pinocchio, Mary Poppins and The Love Bug, and Davy Crockett. As soon as
Disney realizes their demands , it introduces D is ney Channel, Touchs tone
P ictures , and Touchstone Television. Many movies have been published in the name of
Touchstone Pictures such as Splash. Its releases are typically more adult oriented than those
under the Disney label.

Initially, Disney begins to include new business to make clients intrigued. As from the case in
1937, Disney presented the principal full-length enlivened film, Snow White and the Seven
Dwarfs and afterward prompted other vivified works of art, surprisingly realistic movies and TV
arrangement like Pinocchio, Mary Poppins and The Love Bug, and Davy Crockett. When Disney
understands their requests, it presents Disney Channel, Touchstone Pictures, and Touchstone
Television. Numerous films have been distributed for the sake of Touchstone Pictures like
Splash. Its deliveries are commonly more grown-up situated than those under the Disney mark.
Also, it's the valuing strategy of Disney that has effectively arrived at an entirely different age of
kids. For instance, exemplary movies on video are sold at very low costs which are reasonable
for dominant part of family to watch these motion pictures.
Secondly, to accomplish quality and acknowledgment, Disney has zeroed in on the Disney
Difference. Exploiting Disney Difference can make purchasers simple to recognize Disney from
its opponents, which leaves Disney an upper hand. These days, Disney comprises of five
business portions like Studio Entertainment, Parksand Resorts, Consumer Product, Media
Networks, and Interactive. The broadening of its solidarity improves chances for all sort of
clients to choose administrations and its items, and at last accomplishes their steadfastness.
When Disney stands out for the consumer, they will end up being its clients sometime. For
example, Hannah Montana gives an astounding model. It is formed into a progression of items,
like famous buyer items, a great many CD deals, computer games, film industry motion pictures,
shows all throughout the planet and live exhibitions at worldwide Disneyland resorts.

Thirdly, Disney embraces the most recent innovations. With the advancement of new
innovations, Disney additionally overhauls its procedures to associate with its center customers.
Disney is one of the principal organizations to start standard digital recordings of its TV
programs. Disney endeavors to associate with its client on many level and through each and
every detail forexample at Disney world "cast individuals" or representatives are prepared self-
assuredly well disposed. Also, welcome guest with large micky mouse hands.

Making it simpler Disney uses various things to remain connect with the consumers:

 Disney uses most of the technology available for better experience of the customer with
it.
 Disney parks and resorts and maintained so well that you will amazed to see their
cleanliness and beautification.
 Their employee are well behaved, customer friendly and trained.
 Broad ideas in the shows of Disney are shown so that most of the audience attentions can
be grab.
 They market so well that helps to make family memories unforgettable.
 Through intelligent correspondence channels.
 Disney interface with its clients by digital recording.
 Disney interface with their clients toss directing ethnographic exploration.
 By making high client encounters which hence become instrumental for informal.
  By keeping up erotic transaction at their celebrated predetermination lands Disney caught
the mental consideration and make Memories and durable Association with clients.
 By general assessment pioneers Disney go down in the casual circle of its market.
 Through outside in promoting techniques Disney catch the reliability of its market.
 Segment driven necessities satisfaction assist this need with going down to top portion of
brain of its center clients.
 Disney give age driven diversion to its center clients that is beating secretary to arrive at
buyers.

QUESTION NO 2

What are the risks and benefits of expanding the Disney brand in new ways, such as video
games or superheroes?

ANSWER

The business strategy of Disney is to see the chances or opportunities in market related to expanding and
exploring the existing business activities. The expansion strategy of the organization is not simply included the
expansion of business into new market but also it includes the expansion of new services and products. To get
growth in market, Disney is also used acquisition strategy to enter into a new market. These expansion
strategies help Disney to earn huge profits and revenues. The current performance of Disney in the market is
continually helped the organization to earn brand loyalty because it provides such products and services that
are generally asked by the customers. Due to this, the organization has made a strong relationship with its
customers.

It is the strategy of Disney that it is consistently anxious to retain the fresh blood thus it searches for
extension of its market, Disney builds up its outlets as well as it generally attempt to add on new items
and administrations. However, brand development brings the two bunches of advantages just as
mishaps for the organization. The significant advantages of extension are mass inclusion, solid brand
picture and expansion in net revenues. It has consistently seen that center clients of Disney are
youngsters' and families, however organization has the same old thing to target more established crowd
as individuals of this age bunch has both buying power just as recreation time to spend so disregarding
this crowd gathering will be an incredible future misfortune for the organization. In spite of the fact that
Disney has as of now acquire trust of its clients in the field of diversion now it should push forward and
grow in the new areas like dress, cups and beautification. Disney has effectively settled its own stations
and motion pictures like Disney Television, touchstone pictures and touchstone televisions. Disney
featured the classic films during the Disney Sunday night movie and sold it at extremely low price.

Disney already expand its brand by including video games. You can play video games online as well as
offline by downloading them from Disney website some of the popular Disney games are:

• Cars 3 - Demolition Derby.

• The Lion Guard Assemble.

• Year Round Fashionista - Moana.

• Yoda Jedi Training.

Disney movies have character with super powers i.e. animated movies characters but they don’t make
movies like Thor, Superman etc.

Benefits of Brand Extension:

It makes acknowledgment of new item simple.

• It builds brand image.as Disney is notable brand yet it very well may be useful in supporting the
picture.

• The hazard apparent by the clients lessens.

• The probability of acquiring dissemination and preliminary increments. A set up brand name builds
customer interest and ability to attempt new item having the set up brand name.

• The proficiency of limited time consumption increments. Publicizing, selling and limited time costs
are diminished. There are economies of scale as promoting for center brand and its expansion supports
one another.

• Cost of growing new brand is saved.

• Consumers would now be able to look for an assortment.

• There are bundling and marking efficiencies.

• The cost of starting and follow up promoting programs is decreased.

2. There are input advantages to the parent brand and the association.

• The picture of parent brand is improved.

• It restores the brand.

• It permits ensuing augmentation.

• Brand significance is explained.

• It expands market inclusion as it brings new clients into brand establishment.

• Customers partner unique/center brand to new item, henceforth they likewise have quality affiliations.

Risks of Brand Extension:

Brand expansion in inconsequential business sectors may prompt loss of unwavering quality if a brand
name is broadened excessively far. An association should investigate the item classes in which the set
up brand name will work.

1. There is a danger that the new item may create suggestions that harm the picture of the center/unique
brand.

2. There are odds of less mindfulness and preliminary on the grounds that the administration may not
give sufficient venture to the presentation of new item accepting that the side project impacts from the
first brand name will redress.

3. If the brand augmentations have no benefit over serious brands in the new classification, at that point
it will fall flat.

Conclusion:

According to my views brand expansion is a key for the success in well-established brand like
Disney can expand its brand in gaming its superheroes because children and family are there
core customer and children’s affection toward games and superheroes. I think it will be a plus
situation for the brand like Disney.