CASE ANALYSIS ON DISNEY CONSUMER PRODUCTS

BY: GROUP-7 MARKETING-B JULY 10-12

MARKET ANALYSIS:The market analysis is done on the basis of the opportunity and the threat of the company. Opportunities are the leveraging point, using which they can have a competitive advantage than that of the other companies. Threats are the points on which they should be aware off, so that they can be easily accepted and altered whenever needed. Market analysis is done on the basis of the SWOT analysis.

SWOT

INTERNAL

EXTERNAL

MICRO a) b) c) d) BUYERS SUPPLIERS NEW ENTRANTS COMPITITORS

MACRO (DYNAMIC) a) POLITICAL b) ECONOMICAL c) CULTURE

INTERNAL
Disney as a company had a very strong internal network system, they were always innovative and the development of the company was shared by all the members of the company. After the death of the Walter Disney, the company never stopped their progress; rather they went on progressing the company. They developed on the Amusement parks and they consecutively developed on the products. They always took any problem as their great opportunity to develop upon.

EXTERNAL
External factor are those which are very dynamic i.e it keep on changing, as well it is very important for the company to keep a deep look on these factors and keep on changing or adopting the changes brought by the external factors, otherwise the company may lose the potential markets and the target segment. BUYERS: - Buyers are generally the kids and the mothers. They had great potential buyers; they had a great faith in the products by Disney. Thus it was a great opportunity for Disney to hold those potential customers. They also had some customers who used their patent, after having the licenses from Disney. Thus they had great market of licensing. Mc Donald, Kellogs and Cadbury were some of the buyers of the Disney. But the demand for the licensing was slowly dyeing which was a great threat for the Disney. SUPPLIERS:- For Disney some of the licenses were the suppliers, the process in which Disney gave them the license and they manufactured the products for the Disney. Disney kept a close look on the suppliers and always tried to maintain good and healthy relations with its suppliers. They had a great opportunity to keep a close look on the licensees and they passed and checked the product quality. NEW ENTRANTS:- Disney was so innovative that they hardly had any threat from the new entrants, but after the restriction on the food items by the government they were very fast to cope up with the changes else it was a great concern for them. It was the opportunity for the company.

MACRO FACTORS
Food Industry had a great challenge that was brought by the USDA, that was they cannot promote and sell some of their products which develop obesity among the children, which was a great concern for the whole Food Industry. The concern of the obesity was not only initiated by USDA but had a great influence of the culture of the country.

SOCIAL ISSUE (OBESITY)

Social issue of obesity by the reference group had developed a great concern for the industry and reformed the economic structure of the industry and brought about a great change in culture

INITIATORS & REFERENCE GROUP (ACTIVISTS, DOCTORS, PARENTS and HEALTH EXPERTS)

MARKET SEGMENT
Disney had great variety of products, they had a different segment for the different products. They had B2B and as well B2C segment of the customers. MARKET SEGMENT

B2B

B2C

B2B CUSTOMER:- Disney had a great licensing business, where they earned a lot only by selling their patent i.e. They licensed some of the companies to use Micky Mouse in their in a way they also got promoted through the other companies products. B2C CUSTOMERS:- Disney had a great base of the loyal customers. Their main concern was niche segment of the market of the kids. They also studied the mentality of the mothers, as their main concern was to provide their kid with the best nutritional value food.

The main targeted customers of the Disney were the kids and their mothers (deciding authority for the kids foods).

4ps
I. II. III. IV. PRODUCT PRICE PLACE PROMOTION

PRODUCT
Disney had a great variety of the products after having a great concern of the health issues. They had a) FOOD b) TOYS c) ANNIMATIONS d) FLIM MAKING e) AMMUSMENT PARKS etc.

FOOD PRODUCTS

Cereals Minute Maid Juices Frozen Fishes Sweets

Treats

PRODUCT CATEGORY MAIN MEALS such as PIZZAs, pasta and sauce, sandwiches or cereals with milk. SIDE DISH SNACKS DRINKS TREATS

Disney designed such categories in order to satisfy the mothers of the kids and to gain the interest of the kids. They also designed the products which are nutritional and had a balanced food value for the kids. They also undergone the product development strategies, which are: Differentiate commodity produce through promotion Create value added products through product preparation or packaging Develop exclusive produce varieties that would yield more child friendly foods They also had many shaped food items which were liked by the childrens

PRICE
Disney also provided customized products, due to which they charged premium to its customer. They also charged high price for the licensing but with the decreasing demand they regulated the price.

PLACE
Disney mainly marketed their product through the supermarkets such as Albertsons, Safeway and Walmart etc. They used three different distribution channels such as Licensing Sourcing Direct-to- Retail They had a great benefit of the above mentioned distribution channel, as they need to spend very less for the distribution but the revenue generated by them is huge.

PROMOTIONS
They underwent many promotion activities such as Mothers were taken to various supermarkets for the shopping for their kids, in which they were exposed to several product lines and they were free to select their product in which they came to know the choice of the mothers.

Conclusion
Disney as the company is among the fortune 500 companies. They studied and incorporate the consumer very well. Some of the concepts which can be linked to the fact that, when Disney was producing food items before regulation the customer accepted it very well except few that is the customers in the current state accepted the food items but after the regulation their desired raised to some level and they refused to accept the same old product, they wanted change without which they were tensed, which is depicted as:-

DESIRED STATE (NUTRITIONAL FOOD)

DIRSCREPENCY (TENSION)

CURRENT STATE (NON NUTRITIONAL FOOD) Thus we can say that, Disney is the company which has highly satisfied customers as they are in the desires state.

They are also highly motivational company as they create the product for the unfulfilled needs of the customers and finally results to convince the customer for the purchase. Considering the MASLOWS NEED FOR HIRARCHY, in which the company satisfied the physiological need and security need of the consumers. The Disney have a great future with such flexible and adoptable nature in the competitive market