Disney Case Study Marketing
Universidad de La Sabana
Mercadeo
Presentado a: Luis Fernando Correa
Presentado por: Vivian Jimena Mesa Torres 201120968
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Febrero 27, 2013
FIRST PARTIAL EXAM
Disney: The happiest brand on earth
Case Analysis
1. Background:
During the second half of the 1980s and 1990s, the Disney Studio experienced a significant growth, and the division had a "golden age" with annual box office hits with such regularity that even their creative structure started to be known as the "Disney formula.".
In 1991, hotels, home video distribution, and Disney merchandising became 28 percent of total company revenues with international revenues contributed 22 percent of revenues. The company committed its studios in the first quarter of 1991 to produce 25 films in 1992. However, 1991 saw net income drop by 23% and had no growth for the year, but saw the release of Beauty and the Beast, winner of 2 Academy Awards and top grossing film in the genre. Disney also broadened its adult offerings in film when then Disney Studio Chairman Jeffrey Katzenberg acquired Miramax Films in 1993
Eisner attempted in 1994 to purchase NBC from GE, but the deal failed due to GE wanting to keep 51% ownership of the network.
Eisner used expanding cable and home video markets to sign deals using Disney shows and films with a long-term deal with Showtime Networks for Disney/Touchstone releases through 1996 and entering television syndication and distribution for TV series. Disney began limited releases of its previous films on video tapes in the late 1980s. Eisner's Disney purchased KHJ, an independent Los Angeles TV station.
The company successfully entered the field of television animation with a number of lavishly budgeted and acclaimed series such as Adventures of the Gummi Bears, Duck Tales and Gargoyles. Disney moved to first place in box office receipts and had increased revenues by 20% every year.
The company acquired several media sources such as ABC
Mercadeo
Presentado a: Luis Fernando Correa
Presentado por: Vivian Jimena Mesa Torres 201120968
-------------------------------------------------
Febrero 27, 2013
FIRST PARTIAL EXAM
Disney: The happiest brand on earth
Case Analysis
1. Background:
During the second half of the 1980s and 1990s, the Disney Studio experienced a significant growth, and the division had a "golden age" with annual box office hits with such regularity that even their creative structure started to be known as the "Disney formula.".
In 1991, hotels, home video distribution, and Disney merchandising became 28 percent of total company revenues with international revenues contributed 22 percent of revenues. The company committed its studios in the first quarter of 1991 to produce 25 films in 1992. However, 1991 saw net income drop by 23% and had no growth for the year, but saw the release of Beauty and the Beast, winner of 2 Academy Awards and top grossing film in the genre. Disney also broadened its adult offerings in film when then Disney Studio Chairman Jeffrey Katzenberg acquired Miramax Films in 1993
Eisner attempted in 1994 to purchase NBC from GE, but the deal failed due to GE wanting to keep 51% ownership of the network.
Eisner used expanding cable and home video markets to sign deals using Disney shows and films with a long-term deal with Showtime Networks for Disney/Touchstone releases through 1996 and entering television syndication and distribution for TV series. Disney began limited releases of its previous films on video tapes in the late 1980s. Eisner's Disney purchased KHJ, an independent Los Angeles TV station.
The company successfully entered the field of television animation with a number of lavishly budgeted and acclaimed series such as Adventures of the Gummi Bears, Duck Tales and Gargoyles. Disney moved to first place in box office receipts and had increased revenues by 20% every year.
The company acquired several media sources such as ABC