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    International Marketing: Case Study: Disney: Marketing Services Efficiently

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    Disney adopted several strategies to market its brand internationally including expanding operations into movies, books, toys, clothes and theme parks. It established its brand in Latin America, Europe and Asia Pacific through its TV channels like Disney Channel, media presence like Radio Disney, and theme parks in these regions. Disney also planned to license its name and trained employees to be courteous to achieve customer satisfaction and business growth as it concentrated on expanding into large population countries like China and India.

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    International Marketing: Case Study: Disney: Marketing Services Efficiently

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    gauravmittal20
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    Disney adopted several strategies to market its brand internationally including expanding operations into movies, books, toys, clothes and theme parks. It established its brand in Latin America, Europe and Asia Pacific through its TV channels like Disney Channel, media presence like Radio Disney, and theme parks in these regions. Disney also planned to license its name and trained employees to be courteous to achieve customer satisfaction and business growth as it concentrated on expanding into large population countries like China and India.

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    Disney adopted several strategies to market its brand internationally including expanding operations into movies, books, toys, clothes and theme parks. It established its brand in Latin America, Europe and Asia Pacific through its TV channels like Disney Channel, media presence like Radio Disney, and theme parks in these regions. Disney also planned to license its name and trained employees to be courteous to achieve customer satisfaction and business growth as it concentrated on expanding into large population countries like China and India.

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    International Marketing: Case Study: Disney: Marketing Services Efficiently

    Uploaded by

    gauravmittal20
    Disney adopted several strategies to market its brand internationally including expanding operations into movies, books, toys, clothes and theme parks. It established its brand in Latin America, Europe and Asia Pacific through its TV channels like Disney Channel, media presence like Radio Disney, and theme parks in these regions. Disney also planned to license its name and trained employees to be courteous to achieve customer satisfaction and business growth as it concentrated on expanding into large population countries like China and India.

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    International marketing

    Case study:
    Disney: Marketing Services Efficiently

    Submitted to:
    Prof: Rajeev Kumar

    Submitted by:
    Gaurav Mittal
    09BS0000782
    Section: F
    Disney: Marketing Entertainment Internationally

     Disney entered into the lives of millions of people across the


    globe.

     It aimed at opening parks in all the 4 continents where life


    exists.

     They adopted a number of strategies to market its brand


    internationally :

    1. Both Walt Disney World and Universal Studios introduced new


    attractions regularly to sustain people’s interest.

    2. Expanded operations to marketing of movies, books, toys,


    clothes and theme parks.

    3. Disney’s media presence Comprised of Radio Disney.

    4. It established Disney brand in countries of Latin America,


    Europe and Asia pacific regions.

    5. Its T.V channels comprised of Disney channel, Buena Vista


    television, ABC networks, ESPN sports channel Etc.

    6. Disney channel was launched in Brazil and radio Disney in


    Argentina.

    7. This considerably helped them to mark their presence globally.

    8. It co-ordinated its various divisions and worked in co-operation


    for marketing entire Disney brand.

    9. Their relationships were used for market expansion.

    10. Disney also planned to license its Walt Disney name.


    11. Further, Disney’s employees were specially trained to be
    courteous and cheerful.

    12. This helped in achieving customer satisfaction and contributing to


    business’s growth.

     Disney, as a part of expansion strategy is now concentrating on


    Countries like China and India.
     These countries with a large population of children below 13
    have a huge potential.
     It signed an agreement with Hong Kong Govt. in November
    1999 to build a theme park.

     In 2005, Disneyland celebrated its 50th anniversary as ‘The


    happiest celebration on earth’.

    CEO of Disney said “Disney aims to build the biggest


    entertainment base in the world while simultaneously
    creating the world’s greatest entertainment products”.

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