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

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 Amazon.com will take over and begin selling over 80 styles for a price of $9.99 for 2. Target and Nordstrom will then follow and sell more baby items which can include onesies and hats for the infants. Barnes quoted the chief executive of Disney in his article by saying, “If ever there was an opportunity for a trusted brand to enter a market and provide a better product and experience, it’s this,” said Robert A. Iger, chief executive of Disney. “I’m extremely excited about it.”

Disney is a huge example of what to do in order to market a product properly. They have executed all of the steps of marketing in their vision of a total domination of all age groups that are influenced by the Disney Company. According to the “4 P’s” of Marketing (Product, Promotion, Price, Place), The Walt Disney Company has it down. Their product is perfect; design something that will have a dramatic effect on what people purchase. They know exactly who they are targeting because they have targeted all other age groups and now are targeting the only age group that is left. This isn’t just a good idea because people will buy the clothing for their toddlers or new-borns, this is a good idea because it will get the babies acquainted with all that Disney has to offer and will influence them into remaining with Disney products for years to come.

Disney’s promotion is one of the best that a company can do. The marketing department knows exactly what to do in order to get a product out and how to have customers buy it. The team of marketers at the Walt Disney Company were wise in hopping on the potential customers by going to the source, the hospitals where those who were going to be using the product were at. What Disney did in order to give out these 200,000 bodysuits was gain access to the hospitals and go around the maternity wing and literally hand out free samples. How could Disney just walk around and hand out samples? Disney researched a company called “Our365”, which is a...
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