Q1: What have been the key success factors for Disney?
✓ Marketing family entertainment: a fun experience and homespun entertainment based on old-fashioned family values. Disney responds to these consumer markets. For example if family goes to see a Disney movie together. They have a great time. They want to continue this experience. ✓ Products: addition to the movie, Disney created an accompanying soundtrack album, a line of toys and kid’s clothing featuring the heroine, a theme park attraction, and a series of books. Similarly, Disney’s 2003 Pirates of the Caribbean had a theme park ride, merchandising program, video game, TV series, and comic books. Disney’s strategy is to build consumer segment around each of its characters ✓ Services targeted to specific age groups within the family: On TV, the Disney Channel is the top primetime destination for kids age 6 to 14, and Playhouse Disney is Disney’s preschool programming targeting kids age 2 to 6. Other products, like Disney’s co-branded Visa card, target adults. Cardholders earn one Disney ``dollar’’ for every $ 100 charged to the card, up to the card, up to $75,000 annually, then redeem the earnings for Disney merchandise or services, including Disney’s theme parks and resorts, Disney Stores, Walt Disney Studios, and Disney stage productions. Disney is even in Home Depot, with a line of licensed kid’s room paint colors with paint swatches in the signature mouse-and-ears shape.
Q2: Where is Disney vulnerable? What should it watch out for?
✓ Claims of exploitation of products to the very young, and uninformed consumers (children). like Mickey Mouse and Snow White to new hits like Kim Possible. Each brand is created for a special age group and distribution channel. Baby Mickey & Co. and Disney Babies both target infants, but the former is sold through department stores and specialty gift stores whereas the latter is a lower-priced option sold through mass-market channels. Disney’s Mickey’s Stuff for Kids targets boys and girls, while Mickey Unlimited targets teens and adults. ✓ Should watch for Societal changes regarding marketing to children as expressed by protest groups, churches, and local or national laws.
Q3: What recommendations would you make to their senior marketing executives going forward? What should it be sure to do with its marketing?
We would recommendations to their senior marketing executive going forward: ✓ Monitoring societal opinions regarding marketing to children. ✓ Monitor the proliferation of Disney co-branding so as not to over saturate the brand’s exposure.
They should Disney be sure to do with its marketing:
✓ Continue to understand the culture of its target markets (especially the growing Hispanic community). ✓ Continue to understand consumer buying decision-making and consumer behavior. ✓ Continue to understand the buying processes of its target market(s) especially the post-purchase use and disposal of their products.
CASE –III MARKETING SPOTLIGHT—HSBC
Q1: What have been the key success factors for HSBC?
✓ Advertising campaigns that illustrate HSBC’s local connection to the countries and markets that they are doing business. i.e. Across the world in Hong Kong, HSBC undertook a different campaign. In the region hit hard by the Severe Acute Respiratory Syndrome, (SARS) outbreak, HSBC launched a program to revitalize the local economy. HSBC’’ plowed back interest payments’’ to customers who worked in industries most affected SARS (cinemas, hotels, restaurants, and travel agencies). The program eased its customer’s financial burden. The bank also promoted Hong Kong’s commercial sector by offering discounts and rebates for customers who use an HSBC credit card when shopping and dining out, to help businesses affected by the...