preview

Walt Disney Consumer Needs

Better Essays
Open Document

Disney's Effective Management of Consumers Needs and Expectations The Walt Disney Company that once started as a simple cartoon studio has developed into a diverse family entertainment brand that promises and delivers a magical, fun experience to consumers, across a variety of platforms. The introduction of Disney parks in 1955 marked their first major shift towards multiplicity and allowed the brand to inject the storytelling and enchantment that lived on screen directly into the lives of their consumers. The business now comprises of broadcasting networks, animation and motion studios, publishing, toys, apparel, software, cruises, resorts and theme parks, that appeal to several target market segments. Their commitment to satisfying the …show more content…

Demographic factors are particularly significant in the Disney brand. Race is taken into consideration in developing characters that are relatable to different ethnicities. Their cultures and customs help to create more authentic characters and production. Age plays a crucial role in the products and services offered to consumers as age influences their needs and wants. Disney Cruise Lines has excelled in provided spaces for consumers of all ages within the family. They offer supervised activities for the young, age controlled areas for adolescents and personal or family time opportunities for adults (Kotler, 2012). This takes into consideration what each family member values and expects from a vacation at different stages in their life. Disney World has also opened up their doors to couples to host their weddings at their parks. Over 2,300 weddings are hosted there a year (Mongello, 2014). Disney Channel's, Disney Junior, segment targets preschoolers in comparison to its original programming that targets pre-teens and teens. These television shows and content are determined and categorized primarily by the age of the viewer. Disney Junior's content is educational, teaching viewers basic morals, values and behaviour in comparison to Disney Channel's more advanced content that is meant to inspire and entertain. The educational aspect is now focused on …show more content…

What once was an illusion is a dream made into reality. Cast Members' actions are consistent with the brand's standards because to be in the presence of the brand, is to enter a fantasy realm where they are the storytellers. They never break character to maintain visitors' magical experience that goes beyond the rides and main attractions. A deeper connection is made when consumers are inspired internally and externally. Cockrell (2008) writes that it is the quality service and guest appreciation that keeps them returning. He believed that Cast Members were the magic of Disneyland and the implementation of Magical Moments and Take 5s were important in making guests feel special. Magical Moments are planned events for guest interaction which included the opening of the park every morning by a random family in the queue (Cockrell, 2008). Take 5s operate in the same vein but are spontaneous and are performed at Cast Member's discretion. This personalized interaction, in the past, has ranged from a Cast Member asking a toddler in a Cinderella costume for her autograph, and opening a closed store for a couple who had lost their child's pacifier (Cockrell, 2008). These heartfelt engagements create deep rooted emotional connections between the brand and their consumers, who leave with adventure and

Get Access
Related
Get Access