Marketing Plan Analysis and Presentation: Product or Service and Price Courtney Kersey MKT-315

Marketing Plan Analysis and Presentation: Product or Service and Price Courtney Kersey MKT-315 Company Backgroun d The Walt Disney Company Vision: “To be one of the world’s leading producers and providers of entertainment and information” Mission: “The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company” Company Marketing Objectives • Use nostalgia to establish and maintain customer loyalty • Target audience segments with a multichannel strategy • Establish Disney World and Disneyland as destination brands • Use masterful brand storytelling that resonates and inspires Customer Segments & Target Markets DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION DISNEY CHILDREN WHO ARE NOW ADULTS CHILDREN NEWLY EXPOSED TO DISNEY Target Markets & Product Pricing • Disney appeals to all demographics • Prices must market to both ends of the scale • Value vs luxury • Combining a world of old and new • Meeting the needs and the wants Differentiati on & Brand Position Creative outlets used for differentiation Something for everyone So many types of entertainment to suit anyone Consumer Buying Behavior Loyalty Emotional attachments Permanence of choice