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The Marketing Strategy Of The Walt Disney Company

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Disney is one of the famous name in animation industry that known as providing entertainment to adults and children. The Walt Disney Company is the largest global media conglomerate. The Walt Disney Company started in 1923 in the rear of a small office occupied by Holly-Vermont Realty in Los Angeles. It was there that Walt Disney, and his brother Roy, produced a series of short animated films called Alice comedies. The rent was a mere $10 a month. Within four months, they moved next door to larger facilities, where the sign on the window read "Disney Bros. Studio." In 1928, to recover from the loss of Oswald the lucky rabbit, they created Mickey Mouse, Mickey Mouse was born in 1928, followed by Pluto, Goofy, Donald Duck, and the rest of the …show more content…

However, in order to stand out among the competitors, Disney Company especially concentrate on their marketing strategy, their target consumers focus more on parents, the ones who always have the power of purchase an item in a family. Hence, Disney’s marketing strategy not only applies for children but also parents. The Walt Disney Company current situation on marketing takes into consideration the following characteristics as in sell more to existing customers, expand their market place, continuous promotion, tracking business, and always improve or add to existing products. Through these four main marketing plans (4Ps) by Walt Disney Company, it enable them to rank first largest media conglomerate among competitors. First of all, product strategy, Disney well known as producing high quality of products and of cause their famous brand that company has for years. Disney customized all their products with specific cartoon characters accordingly to consumers’ demand and request. Next, pricing strategy, From a consumers’ perspective, they always think of is the benefits they receive and the price they paying worth it. So in this cases, Disney’s product price are not low but compare to their competitors but the quality they used to produce a goods, it take into consideration that pricing is fair. Besides that, place strategy, a right place able to raise up the sales and maintain good sales for a long period, in turn, this means profit gained will increase too. Disney had distributed their products to worldwide for expansion market as purpose. Disney position their main attraction in a place with high flow of people, so more people familiar with the brand name. You can now found Disney’s theme park in California, Florida, Paris, Tokyo, and Hong Kong. Last but not least, promotion strategy, advertising is one of the strategies to reach larger mass media

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