The Best of Disney’s Marketing Strategies
The Walt Disney Company or just Disney, as it is popularly called, is one of the largest media conglomerates in the world. What are the marketing strategies behind its astounding success? Here are a few. * Segmenting and targeting – Disney uses geographic, demographic and psychographic segmentation. In other words, it uses multi-segment targeting. Although it may seem like Disney targets only kids, Disney’s target market is the whole family. Walt Disney had once said, “You’re dead if you aim only for kids. Adults are only kids grown up, anyway.” Disney’s core constituency is the urban, median-income family who wants to have fun. * Understanding the target market – Disney understands its target market inside out. The company uses this deep knowledge of its target market to sell all kinds of products and services. It serves the infant category with as much ease as it does the teen or adult category. It creates products and services for its core constituency. * Product strategy – Disney’s product strategy is based on delighting the customer. Whether it is the theme parks or the movies, Disney tries to cater to children and the child in everyone. It believes in continually improving its products and service offerings. For example, in its theme parks, Disney constantly updates and modernizes its rides so as to please regular customers while attracting newer ones. Disney is also constantly creating new products. For example, Disney recently forayed into digital publishing, launching children’s book apps for iOS and the Android market. * Marketing and promotion strategy – Disney believes more in building a community of dedicated, loyal fans. It has used the social media route in a big way. According to a Disney official, “Social media lets you uniquely connect with fans. The tone and the content is more casual and insight-based and insider-based, especially for the most ardent fans of the franchises.” Disney is...
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