The Walt Disney Company Welcome to the Wonderful Digital World of Disney
Table of Contents Table of Contents 2
Brand Audit 11
Situational Analysis 3
S.W.O.T. Analysis 12
Company Analysis 4
Challenges 13
Company Analysis 5
Brand Strategy 14
Industry Analysis 6
Social Media 15
Industry Analysis 7
Communication 16
Target Profiles 8
Communication 17
Target Profiles 9
Costs & ROI 18
Target Profiles 10 Summary 19 2
“I do not like to repeat successes, I like to go on to other things.�
Situayional Analysis
A Classic Brand
Not All Change is Bad
Walt Disney himself believe in innovation. InThe Walt Disney Brand is one of the most novation was one of the main values of the famous brands in today’s society. It’s large company. Currently, Disney is lacking in digital indsutry continues to grow. Adults today can innovation. Yes, the company has an oustandstill connect to the lessons the learned from ing web prescence, but this is because of the their childhood favorites. large brand loyal base. Disney’s digital presence lacks organizaton, content and innovation.
The Situation Although The Walt Disney Company is a powerful brand, it isn’t the same brand when Mr. Disney envisioned the magical brand of innovation, creativity and innocence. Adults can still relate and connect to the brand they once knew, but children today, aren’t connecting like they once use to. The brand is straying away from experience because many see it as a corporation. Audiences today need a face, feeling, experience with their brands.
Situation Solution The Walt Disney Company is currently havimg trouble in two areas: maintaining a timeless reputation and an innovative digital presence. So what’s the solution? There are two problems with one solution: create a more organized, content based digital presence while incorporating Walt Disney’s original vision of the brand.
“Here you leave today and enter the world of yesterday, tomorrow and fantasy.”
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Company Analysis Mission Statement: “The mission of The Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”
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go back to the basics
To Understand
Vallues of the Walt Disney Company Creativity Innovat i o n
Family Innocence
Mr. Walt Disney
was the co-founder of Walt Disney Productions. He was a producer, animator, entrepreneur and philanthropist. Walt’s focus wasn’t about making money. His focus was about making dreams come true. His philosophy was anything is possible if you can dream it. Profits meant bigger dreams and bigger innovations, but making a profit wasn’t the goal.
“All your dreams can come true if you have the courage to pursue them.”
Company Analysis Despite a challenging economy, Disney had a $4.8 billion profit during the 2011 fiscal year.
Chairman and Chief Executive Officer Robert Iger called the entertainment giant’s fiscal 2012, which ended Sept. 29, “a great year for Disney by every measure — creatively, financially and strategically.”
Sales and Profits The biggest driver of Disney’s companywide earnings for 2011 were its television segment, especially the cable channels ESPN and the Disney Channel. Revenue and advertising continues to increase for these channels.
Walt Disney Company operating profit margin improved from 2010 to 2011 and from 2011 to 2012.
Sales
$42.278 billion
Profits
$5.682 billion
Assets
$74.898 billion
Employees
166000.0
“You reach a point where you don’t work for money.”
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Industry Analysis
Economic
Social
Technology
Even though with a decline in the economy, their theme parks continued to be a profitable attraction.
In regards, to social media Disney is very present, but they lack content.
Disney is present on many gadgets, such as game systems and several gaming applications for mobile devices.
Difficult to encourage sales when the economy is down.
They have a lot of segments, which makes organization difficult.
Movie sales have struggled the most. Despite challenging economy, the Walt Disney Company is still prosperous.
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There are a wide range of audiences that the company is reaching to.
The website is mobile-friendly. Out of competitors, Disney has the most mobile applications. Doesn’t have a lot of emotional connections with the brand and technology.
“When you’re curious, you find lots of interesting things to do.”
Industry Analysis The Walt Disney Company has one main advantage over thier competitors: a story. Walt Disney’s inspiration that all our dreams can come true makes the company have a unique story. To have a good brand, you need a good story.
Competitor Analysis Company
Industry
Strengths
Dreamworks film
Animation gives Disney a run for their money
Universal Studios
theme parks
More thrill rides
Nickelodeon
televion
More mature shows
“It’s no secret that we were sticking just about every nickel we had on the chance that people would really be interested in something totally new and unique in the field of entertainment.”
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Target Profiles “ I watch the Disney Channel because that is the only thing my friends watch. My favorite show is Hannah Montana. I was her for Halloween. I also know every song. All her songs are on my iPod touch. If I can’t use that I just get on the computer to listen to her music or play games.”
Characteristics
most likely least likely
young, open-minded, follower, know-it all, diva, silly to do what friends do, play inside, have an opinion, watch tv admit she’s wrong, understand about classics, play outside
Meet Emma BIO: Emma is in the fifth grade. Her favorite subjects are music and english. She doesn’t like science because her role model, Miley Cyrus, didn’t like science in an episode. In her free time, Emma likes to hang out with her friends. Whatever is popular at the time, they all love. Emma does not have a cell phone, but some of her freidns do. She does have an iPod touch that has access to the internet. Emma is already tech savvy for her age. She mostly downloads mobile applications, but only the free ones.
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“My business is making people, especially children, happy.”
Target Profiles Characteristics
most likely least likely
involved, planner, organized, loving, brand loyal save her money, want the best for people, put others first splurge without planning, continue if it stresses her
“I want my children to have the same experiences that I did, which is why I’m planning a trip to Disney World. Disney is just a classic, it’s something every child should be introduced to. I can still remember my favorite movies and how happy I was the first time I went to Disney World.”
Meet Erin BIO: Erin is a stay at home mom, but don’t think she has a lot of free time. She has two children, one 6 and one 4. She is very involved in her children’s lives. She is a part of PTA as well as a volunteer in her community. She wants her children to have a childhood full of memories, and she wants to be there every step of the way. Erin is very brand loyal. She is brand loyal to Disney, even though planning the trip is very stressful. Erin is a planner and loves to be organized, and with a little help, planning this trip is right up her ally. “It has that thing - the imagination, and the feeling of happy excitement - I knew when I was a kid.”
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Target Profiles “I will never be too old to watch a Disney movie. I never know when they are on, but every once and while a good classic will be on, and everything will be put aside until the movie is over. You better believe I’m going to make my kids watch Disney movies--Lion King, Toy Story, Find Nemo. They have such good life lessons.”
Characteristics
outgoing, talkative, social, friendly, child at heart, critical
most likely
be on social media, quote movies, be with freinds, have a good time
least likely
accept change, think children these days are raised right
Meet Mary
BIO:
the 90’s kid
Mary is a Junior in college and babysits when she can to earn some money. She hates the way kids depend on technology and don’t appreciate simple classics, like the Lion King--her favorite movie. She is constantly expressing her thoughts, opinions, and happenings on social media. She follows her favorite brands and uses Twitter as a source of news.
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“The era we are living in today is a dream come true.”
Brand Audit By looking at statistics, Disney has a very effective brand--high profits, millions of likes and followers, growing corporation. Disney’s twitter account is ranked very high as a curator. However the account lacks engagement. Disney will continue to have profitable quarters by keeping their current branding strategies because they have so many brand loyal consumers. The brand is not rapidly gaining any new audiences though. Therefore, by revamping Disney’s social networking sites, communication will increase between the consumer and the brand and the audience will expand.
The communication now lacks substance. What is being communicated needs to incorporate news and connect with the audience. The Walt Disney brand is just so large that the niche brands get lost in chaos of links and accounts. Most consumers’ perception of the brand is positive, but by listening, it is evident the strong values behind Disney are starting to fade away. Future steps will be to redesign the Disney digitally and classically. It is vital to include Walt Disney’s values of creativity, innovation, family and fun. “I have never been interested in personal gain or profit. This business and this studio have been my entire life.”
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s.w.o.t. Analysis
n g t hs e r t
• Younger markets are be-
• Struggling to establish an
• very popular brand
online presence
• It’s known as a classic brand
• Lack of content on social
• alredy have a lot of brand
media platforms
loyal consumers
• A lot segments with little
• large budgets
organization
• abudance of resources
• Recently purchased new
markets, which means new ways to brand • Many different segments to grow • Redesign can create more
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T • Competition: Dreamworks, Universal Studios, etc
e a ts hr
es
rtuni o p p t i O
brand loyal fans
e sses
coming less brand loyal
• large profitable brand
kn
S
We a
• Consumers who can’t find
resources on the internet • lack of news reaching consumers
“Tomorrow will be better for as long as America keeps alive the ideals of freedom and a better life.”
Challenges Consumer Engagement: consumers are not engaged with the content that Disney is putting out. Establishing Niche Communities: there are too many market segments to only have one community, The brand needs to find an organizational method to create niche communities that are identifiable within the next 6 months. Disorganized Website: the main website has too many markets targeted and too many tabs. By creating a new website in the next three months and using analytics, Disney will be able to measure the increase of traffic by 25 percent. “Don’t tell me about the problems - I make the problems.�
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Brand Strategy Twitter and Facebook: Disney will have one main twitter account and one main Facebook account, and on that account, they will only tweet about news or deals. Disney will also create several and remodel niche accounts. For example: Classic Disney can post images and quotes about movies such as Lion King, like the currently do. Names of niche accounts will be obvious and easy to remember.
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Website: Disney will redesign thier website to make it easier to navigate and target the appropriate audiences. The main website--www.disney.com--will be very traditional. It will reflect the mission and values of the company. Currently there are too many tabs. The new main tabs/links will include: Park&Travel | About | Entertainment | News | Store | Contact The linked sites will correspond with the overall theme There will then be sub catergories. For example, under Entertainment will have tv, movies, video, games. Also, the website will allow for cosumers to connect and communicate with each other as well as with the company if they have questions. A consumer friendly blog will be set up to keep audiences informed about Disney brand news.
“Fantasy and reality often overlap.�
Social Media Campaigns Target Market: Tweens Twitter: =Create superlatives for young twitter users to tweet about. For example, (Insert friends name) would be most likely to touch the butt (from Finding Nemo). Anything that will incorporate their friends and Disney content. It has to be catchy.
Target Market: Moms Pinterest: Mothers can pin their Disney Vacation and tag Disney page on the board. The most creative, efficient, well thought out trip will win a free trip to Disney for two. Story Contest: Parents can make a videos about their Disney story and upload it to YouTube then share it on Facebook. The video with the most likes is the winner of the story teller contest. Mobile Application: An app will assist moms in planning the vacation with a to-do list, calendars, deals and other helpful resources
Target Market: 90’s Kid Instagram: Instagram users will instagram old Disney products from the 90’s and tag the images with a hashtag. Disney can selet honorable posts to award. Social Media Scholarship: Disney can offer a scholarhsip for the most innovative social media strategy for Disney. This way Disney will continue to get new ideas, and it encourages innovation.
“You reach a point where you don’t work for money.”
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Communication Framework
Why:
Disney is communicated to their audience to display that the brand is classic in a digital environment. Our story is still the same.
What:
It’s the same classic Disney brand in a digital world; we are innovators.
Who:
Disney is communicated to a large target market. The main targets are tweens, moms, and the reminicising 90’s kid.
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“Why be a governor or senator when you can be king of Disneyland?”
Communicaion Framework
Where:
Disney will rebrand themselves digitally by creating blogs, their new website, social media site (Facebook, Twitter, Instagram, Pinterest). Hashtags will be shown on television shows or promotins so followers can communicate.
When:
tweens--after school hours, summer
moms--six months before school breaks, in t he morning and around 5 in the afternoon before dinner 90’s kid: night/dinner hours, school year, December with scholarship info. “You don’t build it for yourself. You know what the people want and you build it for them.”
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Costs and ROI
Costs:
Return on Investment
Website: $5,000 Social media training: $2,000 Scholarship: $1,000 Free 4-day trip to Disney World for 2: $8,000
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Use analytic tools to measure increase of visitors to website and the time they stay on the site. Compare the increase number likes, shares, and followers. Measure the difference of revenue sales
“To all that come to this happy place: welcome. Disneyland is your land.�
Summary
The Walt Disney Company’s brand is timeless. The story behind the brand can always capture the emotional hearts of the consumers. However, even though the story will stay the same, how the story is told is changing. The brand needs to continue Walt’s vision of innovation and creativity; however now it must be with digital media.
“Anything that has the Disney name to it is something we feel responsible for.”
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