The Walt Disney Company claims to do intensive research to learn about its target market, enabling it to seize growth opportunities on a global level. Disney's corporate officials say they are committed to staying current with technologies children use, with shows they are watching, and how they incorporate technology in their lives. For example, Disney offers advertising discounts on Twitter and games on Facebook. It makes sure that its licensed characters like Mickey Mouse and Spider-Man are advancing to new platforms.
Demonstrating its leadership in marketing to reach kids and families, Disney unveiled the first national wireless phone service in 2006, known as Disney MobileSM. The phone used GPS capabilities to allow parents to control who their children communicate with and to monitor where they are. This is part of Disney's strategy to be relevant to contemporary family lifestyles. Disney also continues to appeal to teens and their parents by staying current with digital gaming and social media opportunities, as by its acquisition of online social gaming leader Playdom Inc.
According to small-business strategist DEMC, Disney recognizes that many people do not have the opportunity to travel to the United States to visit Walt Disney World or Disneyland. As a result, Disney developed theme parks around the globe to capture the market, adapting them to local cultures. They include Disneyland Paris, Tokyo Disney, and Hong Kong Disneyland. With worldwide expansion, Disney aims to increase its marketplace and expand its brand.
Advertising and Promotions
Disney's ownership of media networks such as ABC, Disney Channel and ESPN is a strategy the company is using to market its brand to Americans. This includes a systematic approach to television advertising, as well as radio commercials, print, outdoor advertising and mobile initiatives, promoting discounts on resorts, and family packages. To reach teenagers, Disney launched advergaming, which puts ad messages in online and video games. The goal is to reach kids directly and encourage them to urge their parents to visit a Disney park for a family experience.
As part of its marketing strategy, Disney believes in innovation to stay ahead of the competition and build business. With rapid advances in technology, the traditional passive television audience is in transition, no longer captive to prime-time scheduling on major networks. Disney's strategy is to connect with kids directly via storytelling utilizing multiple technologies.
- DEMC: 5 Secrets to Walt Disney World's Success
- USA Today: Disney Plans to Mix Ads, Video Games to Target Kids, Teens
- UTalkMarketing: How Disney Is Building the Business With Innovation
- ClickZ: Disney to Buy Playdom, Latest Sign of Its Social Media Embrace
- The Walt Disney Company. "2019 Annual Report," Pages 1-5. Accessed April 9, 2020.
- The Walt Disney Company. "About the Walt Disney Company." Accessed April 9, 2020.
- The Walt Disney Company. "Fourth Quarter and Full Year Earnings for Fiscal Year 2019," Pages 3-4. Accessed April 9, 2020.
- Market Realist. "Must-Know Guide to the Walt Disney Company's Competitors." Accessed April 9, 2020.
- The Walt Disney Company. "Disney and 21st Century Fox Announce per Share Value in Connection with $71 Billion Acquisition." Accessed April 9, 2020.
- The Walt Disney Company. "Fourth Quarter and Full Year Earnings for Fiscal 2018," Page 2. Accessed April 9, 2020.