Disney Case Study

Disney is one of the largest companies in the world and needs no help becoming established. The one thing, no matter how big the company, that they all need eventually is to be able to connect to their customers and remain relevant. Disney started off with cartoons and has now expanded as far as owning ESPN. So their consumer market is very vast, from young children to adults and families in general. “Disney’s greatest challenge today is to keep a 90-year old brand relevant and current to its core audience while staying true to its heritage and core brand values” (Kolter & Keller, 2012). They do this by many different avenues within their 5 different business segments.

The first segment, Walt Disney Studios, connects with its core consumers by producing movies that can bring families together. From original films like Snow White and Pinocchio to todays favorites like Frozen and Monsters Inc, these films can really hit different audiences with their polarizing story lines and heartwarming characters. Parks and Resorts segment connects with families by being able to bring everyone together to enjoy themselves. Their parks have everything a family needs, kids rides, teenager focused rides and even adult areas like ESPN zones and “Downtown Disney” having a nightlife for the over 21 crowd. The other segments also cater to their consumers because the television programing spans a variety of markets like ABC, ESPN, and Disney Channel. They also have their interactive media, which can be used by all consumers, and it can be a great tool for educational purposes for their younger audience. A great example of them connecting with the younger audience through their interactive media is with my daughter. She is 6 years old and loves the Disney Channel, well they advertise their website all the time on the television. She, being the tech savvy young generational cohort she is, takes my computer and logs right into their website and begins playing games and interacting with...