Consumer Analysis

Disney XD

Why boys need mothers!

Background/Introduction
Who Are the Consumers? Personas Demographics What Are Consumers Saying? Brand Perceptions Brand Associations What Does it all Mean?

Who are the Consumers? Gen-Y No perfect definition, but those born between about 1980 and 1999. Cultural identifiers: Ubiquitous technology Powerpuff Girls High School Musical Gen-X Born between about 1961 and 1981. Cultural identifiers: MTV (showing music videos) Reagan Punk Rock Baby Boomer Born between about 1945 and 1955. Cultural identifiers: Woodstock Howdy Doody Vietnam

Are the Consumers your target demographic?

Who is the target demographic? Tween boys, ages 6-14. interests: Music Sports Gaming TV/movies

A male version of Hannah Montana?

Persona

Dean Johnson
Tween boy, likes hanging out with his friends, likes pushing boundaries.

Dean does a lot; sports like skateboarding and soccer, gaming, music and of course, TV. Being liked by his friends and perceived as cool is of the utmost importance. He is open to new things, and moves quickly from one form of entertainment to another. He likes participatory entertainment. Might have rockstar or crimefighter fantasies the way girls have princess fantasies. Experience Behavior Unmet Needs
Perceiving: TV is purposeless fun. TV: Watches for entertainment Pros: easy, can do it whenever. Cons: programming doesnt appeal Social Networking: Keep in contact with my friends and show off a little. Pros: easy, creative, engaging Cons: not as entertaining. Gaming: entertainment Pros: cool, fun Cons: expensive to buy Diversity in programming. (e.g. music videos, sports, feature movies, etc.) Characters and shows he can relate to. A renewed sense of excitement and interest; pushing boundaries.

Thinking: I want to watch movies and cartoons and music videos and extreme sports and Feeling: Nothing on TV reflects how I really feel. The characters are lame.

Persona

Sara Wilson
Teenager, tech savvy, lives at home but going to college soon.

Sara uses her computer for entertainment as much as the TV. She likes cartoons, especially those featuring women and girls. She is very tech savvy; playing games on her cell phone and sometimes even watching cartoons on it. If her favorite show isnt on TV, she will watch it on YouTube.

Experience
Perceiving: Doesnt matter what time her favorite shows are on; theyre always on the web. Thinking: Her friends told her about a new station that has a show she saw and liked. Feeling: TV can be boring and I hate sitting through the ads. It sucks when they cancel shows.

Behavior
Tivo: Watches for info and entertainment Pros: cheap, easy Cons: limited programming, Netflix: entertainment Pros: good selection, no ads, Cons: have to wait for delivery YouTube: entertainment, information Pros: good selection, no ads, Cons: have to dig through lots of stuff. Have to watch it on computer screen.

Unmet Needs
Interesting and reliable programming content Delivery to a variety of technology.

Persona
Mid 30s, highly educated, financially secure, trying to save and build his career.

Mike Hart

Mikes TV is always on and he has several of them in his house. When his kids come over, they like to watch cartoons. He also gets a lot of information from TV but he really likes shows like Family Guy, Simpsons and Adult Swim. Experience
Perceiving: too many ads, obnoxious, kid oriented programming. Thinking: too many ads, all the classics that he loved as a kid are gone. Feeling: TV sucks except for a few shows I really like; but they always get cancelled.

Behavior
Cable: Watches for info and entertainment Pros: cheap, easy Cons: limited programming, ads Netflix: entertainment Pros: good selection, cheap, no ads Cons: have to wait for delivery

Unmet Needs
Affordable entertainment that he can rely on.
Relevant advertising

Persona

Rick Johnson
Early 60s, family man, financially secure, working but looking forward to retirement.

Rick likes to unwind by watching TV. Sometimes he and his wife argue about what they want to watch. He also gets a lot of information from TV like weather reports and financial information and local news. He is often confused and annoyed by all the crazy shows on these days and doesnt want to be stressed out by TV. While he generally thinks cartoons are for kids, hes recently discovered the Simpsons and has a soft spot for Bugs Bunny.

Experience
Perceiving: too many ads, doesnt work with his satellite service, they cancelled his favorite show Thinking: I wish Golden Girls was still on! I like to go make a sandwich during commercial breaks. Feeling: TV has really gone down hill since I was young. I should buy a Tivo to avoid all the ads.

Behavior
Cable: Watches for info and entertainment Pros: cheap, easy Cons: limited programming, ads Netflix: entertainment Pros: good selection, cheap, no ads Cons: have to wait for delivery

Unmet Needs
Affordable entertainment that he can rely on. Relevant advertising

Respondent data
Gen-Y Largest group of Consumers: 53% of total Gen-X

Baby Boomer

Male: (23% of group) 13% positive 11% neutral No negatives Female: (29% of group) 28% neutral 2% negative No positives

Male: (17% of group) 11% neutral 6% positive No negatives Female: (6% of group) 6% positive 3% neutral No positives

Male: (19% of group) 6% positive 17% neutral No negatives Female: (4% of group) 2% neutral 2% negative No positives

Respondent data
Sentiment

1.5 1

sentiment

0.5 0 0 -0.5 -1 -1.5 responses 10 20 30 40 50

*Many neutral comments are actually negative.

Respondent data
Correlations Weak positive correlation between age and sentiment (0.23) Younger viewers are more positive.

What are the consumers saying?

Gen-Y Gen-X Boomers

Brand Perceptions: The boy-centric trying-too-hard image it's trying to create, along with the lineup, which is mostly lackluster boy-centric shows, ensures Cartoon Network a victory. Awareness: Admittedly minimal.

Product knowledge: Phineas and Ferb is mentioned, but most other shows arent. Excitement: Most Consumers were excited to see competition for Nickelodeon and Cartoon Network, though not specifically for DXD. Misconceptions: Programming is boy-centric. Tween boys are the demographic, but also appeals to their fathers and to girls. Brand Associations: Disney theme parks and characters. Disney feature movies, games.

What are the consumers saying?

Gen-Y Gen-X Boomers

Brand Perceptions: Cartoon Network is trying to become Disney XD Too? Isn't one enough?

Awareness: Minimal.
Product knowledge: Many mentions are related to tie-ins like Sirius Radio. Excitement: Fairly minimal. This is not the target demo. Misconceptions: Poor ratings result from product/programming. (In reality its because the product just launched) Brand Associations: Disney cartoons from their childhood (e.g Bugs Bunny). Disney theme parks and characters. Disney feature movies.

What are the consumers saying?

Gen-Y Gen-X Boomers

Brand Perceptions: Disney is turning Toon Disney into Disney XD, and its ratings are terrible

Awareness: Mostly minimal, but with a few very knowledgeable exceptions.

Product knowledge: again minimal, with a few exceptions. Excitement: Most Consumers were excited to see competition for Nickelodeon and Cartoon Network, though not specifically for DXD. Brand Associations: Classic Disney characters. Disney theme parks and characters. Disney feature movies. Family entertainment.

Conclusions

Technology

Programming

Tie-Ins

Perceptions

Conclusions Technology Programming Tie-Ins Perceptions

Platform matters; younger consumers want web delivery, mobile, etc.

The programming must reach the consumer. Some comments complained about availability and service (granted, this is an issue for the provider)

Some older consumers differentiated HD and SD.

Conclusions Technology Programming Tie-Ins Perceptions

Content is King: consumers are loyal to shows, not to channels.

Consumers feel betrayed when shows are cancelled. Avoid the MTV Phenomenon; buying cheap reality programming that your viewers dont like. Dont change programming around too often. Build brand equity by being consistent with programming. Leverage existing brand equity. Keep programming fresh; dont show the same reruns more than once a day

Conclusions

Technology Programming Tie-Ins Perceptions

Older Consumers liked the products availability on Sirius backseat service. Several mentions of related comic books, books, and feature length movies. Dont forget the significance of gaming to your target audience. Music is hugely important to your target audience. (c.f. Hannah Montana)

Conclusions

Technology Programming Tie-Ins Perceptions

DXD is boy-centric; too targeted at boys and excludes others. Consumers are ratings savvy and use ratings to decide quality More brand differentiation from Nickelodeon and Cartoon Network. Create the clubhouse that your demographic wants.

Conclusions

Your demographic is smart. sophisticated. insecure. easily distracted.

Questions / Comments?

Contact Zac Taschdjian 720 233-0894 ztaschdjian@gmail.com