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:
“A REAL PERSONALITY”
• 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 “three- 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.

REASONS:
• 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 “Snow 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 Award-
Best 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
DREAMING DISNEYLAND
Walt Disney presents his vision of a “magical 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.
Logo
A ‘stylized 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

“World” 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
“Studios” was added to the Walt Disney logo
signifying Disney Studios around the world.
Walt Disney Company subsidiaries : 82
A D
ABC Circle Films Disney Comics (company)
ABC Entertainment Disney Consumer Products
ABC Studios Disney Development Company
American Broadcasting Company Disney Interactive Studios
Disney Mobile
Disney Movie Rewards
B Disney Press
Bay Lake, Florida Disney Regional Entertainment
Buena Vista Distribution Disney Theatrical Group
Buena Vista Motion Pictures Group Disney Vacation Club
Buena Vista Music Group Disney Vacation Development, Incorporated
Disney Worldwide Outreach Program
Disney's Hilton Head Island Resort
C
Disney-ABC Domestic Television
Capital Cities Communications
Disney-ABC International Television
Caravan Pictures
Disney-ABC Television Group
Celebration, Florida
Disneyland Resort
Circle 7 Animation
Compass Rose Corporation
E L
ESPN Lake Buena Vista, Florida
ESPN Deportes List of Disney Interactive Studios games
ESPN Deportes Radio List of Walt Disney video releases
ESPN International Lyric Street Records
ESPN Zone
ESPN.com M
ESPN2 Mammoth Records
ESPNEWS Miramax Books
Miramax Films
F Movies.com
Fall Line Studios Muppets Holding Company LLC

G
Go.com P
Pixar
H
Hollywood Pictures R
Hollywood Records Radio Disney
Hyperion (publisher) Reedy Creek Energy Services
Reedy Creek Improvement District
I
It's a Laugh Productions, Inc.
S W
SOAPnet Walt Disney Animation Australia
Saban Entertainment Walt Disney Animation Japan
Walt Disney Animation Studios
T Walt Disney Creative Entertainment
Toon Disney Walt Disney Entertainment
Touchstone Pictures 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. Media Networks
2. Parks and Resorts
3. Consumer Products
4. 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 late-
night 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.
C) ESPN
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 soundtracks
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 www.DisneyShopping.com.

DCPs' origins trace back to 1929 when Walt Disney licensed the image of Mickey Mouse
for use on a children's writing tablet.
Apparel

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.
 Home

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.
Publishing

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.
Stationery

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.
Toys

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 “Best 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
Font
DISNEY IN NEWS
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.
MARKETING STRATEGIES
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 “Snow 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.
 Surprise

To tie in with their yearlong theme, “The Year of a Million Dreams,” Disney has added a brilliant
twist to the age-old favourite. They’ve added surprise.
Here’s their twist. “Imagine 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.”
Detailing

Walt Disney pays attention to all

small details. These details are not
the similar ones as the world is
doing them. They are different.
Evolve

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
 MARKET SHARE OF ANIMATION STUDIOS ( JAN 1- FEB 18, 2008)
Warner Bros.
3%2%2% 20th Century Fox
4% 19%
5% Buena Vista
Paramount
7% Fox Searchlight
Sony / Columbia

7% Universal
18% Lionsgate
Paramount Vantage
8%
Focus Features
Miramax
10% 15% 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 Shankar-
Ehsaan-Loy.
WALT DISNEY STUDIOS MOTION
PICTURES (INDIA)
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. .
 DISNEY CONSUMER PRODUCTS
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 ‘That’s So Raven’ (a popular TV
show on Disney Channel) Collection of apparels to provide consumers an “all 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.
CORPORATE ACQUISITIONS

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
THANKYOU
PRESENTATION BY:
MANEET KOHLI
ROLL NO. 11