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Disney's Brand Expansion

I need help with the attached case study( Disney).
Q1. What does Disney do best to connect with its core consumers?.
Q2. What does the risks and benefits of expanding the Disney brand in new ways?

Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.


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Q1. Disney's core consumers include kids and to satisfy and engage them Disney take a lot of initiatives. To connect and engage with the consumers, Disney brand was extended to film, television, consumer products and theme parks like the first Disneyland in Southern Carolina so that the families could experience the magic of Disney in real life by creating real characters like Mickey Mouse with whom kids could interact (Kotler & Keller, 2012). Disney has used the latest technologies including online and digital platforms to connect with consumers in innovative ways as it was the first company to engage consumers through podcasting of its television shows, its product updates, interviews with the employees and park officials (Kotler & Keller, 2012). Disney keeps on research on latest trends finding new ways to connect with the consumers as the company has found out in its research that half of the families with children, which is Disney's target segment use tablet computers such as iPad which is the first screen for the pre-school children and with popularity of smartphones, the company is releasing its first nine episodes of its new series 'Sherrif Callies Wild West' on the mobile devices (Barnes, 2013: Oct. 27). Realizing this trend, Disney has attempted to create new apps for mobile devices including gaming as its game 'Star Wars: Tiny Death Star' recently became No. 1 on Apple's app store charts (Barnes, 2013: Nov. 17). Walt Disney company has opened its consulting division - Disney institute which trains the Maryland teachers to engage children by bowing to their level to talk to them and having eye contact with them and advised the Florida Children's hospital staff to welcome the children in an entertaining way by employing a greeter which plays music to ...

Solution Summary

This solution provides ideas on how to respond to the questions relating to relevance of the Disney brand.