Disney

Walt Disney World

Christopher Ledo

Dr. Sand

5/3/12

Disney has always been known for the childhood memories it brings us. When I think about Disney I think about the toys, rides at their theme parks, and the movies they came out with of course. I remember bugging my parents to buy me the latest movies or toys just to be up to date. However nowadays things from Disney has changed. Not only do they enforce the usual products they normally do but, they now have the Disney channel on basic cable. Which is huge for young children because now they are able to see their favorite Disney characters on television whenever. This allowed them more viewers considering the economic situation for many unable to afford premium cable.

Disney quickly realized that they needed help to grab attention from the upper age groups. Disney then went after the rapidly growing market of tweens, Difference in age segment that they had been focused on before which were younger children. Implementation was used by pushing their Disney label music artist so that it penetrated the tween market segment. Musical groups of Disney such as (Jonas bros, Hannah Montana, High School Musical) also impacted the community.

When I was a senior in high school is when those three groups had first come out. Surprisingly, a large amount of my friends liked their music. Just to show you how Disney is making a bigger impact on everyone not just the toddlers anymore. By producing better animated cartoons through their newly bought company Pixar, Disney obtained a large number of viewers.

Disney’s cross platform franchising helps create sustainable competitive advantage by owning characters that are successful with different market segments. This Including Cars and Disney princesses for the younger tweens and children, and their music label artist and Pirates of the Caribbean for an older tween and even adult market segment. Therefore providing product differentiation to multiple target...