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Disney Marketing

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Disney Looking Into Cradle for Customers

Written by: Brooks Barnes
The New York Times
Feb 6, 2011

David Dodds
BK 250-50
Prof. Bill Attardi
Paper #1
2/15/2011

The Walt Disney Company is one that has relatively dominated the way our societies children are raised. We, as the American culture, have always been familiar with Disney and what they have to offer. Over the years, the Walt Disney Company has grown dramatically. From the early years with “Mickey Mouse”, one of the biggest characters of Disney, to the newer years with the Jonas Brothers, as well as the Disney channel on television. Disney has grown and is one of the largest companies in the world. It says a lot about a company when people from different countries know about Disney and come visit Disney, either Disneyland or Disney World, as a vital part of their children’s youth.

Disney has now looked into expanding their market. As stated in the article “Disney looking into Cradle for Customers” by Brooks Barnes, The Disney Company has dominated most youth groups except for one; infants. The plan is to now target these new-born babies by making clothes and toys that are attractive to the younger crowd. What the company plans to do, is get all new-borns familiarized with all the Disney apparel, therefore, making them aware of Disney.

The article starts by going over what Disney is doing in order to market their item. In this case, Disney went around quietly and offered free Onesies, which Disney calls “Disney Cuddly Bodysuits”. The response that Disney got from the trial was exactly what they were looking for. Mothers everywhere were saying how amazing it was and using words like, “extra soft! Durable! And better sizing!”. Disney then told the new parents to sign up for e-mail alerts on Disneybaby.com. The Walt Disney Company plans to give away 200,000 bodysuits by May. It is at this time, that...