Review the “Marketing Excellence: Disney” case study (ATTACHED). Thinking about how Disney has connected with their customers over the years, discuss one reason why you think they have been able to accomplish this. How do they manage to appeal to so many different target market groups so successfully?
ANSWER THE ABOVE DISCUSSION AND THEN REPLY TO MY CLASSMATE’S RESPONSE TO THE ABOVE QUESTIONS AND EXPLAIN WHY YOU AGREE? (A MINIMUM OF 125 WORDS EACH DISCUSSION)
I think the main reason Disney has been able to stay connected to their customers over the years is by staying true to their legacy and core brand values. Like Disney’s CEO Bob Iger explained, Disney is a brand that people trust, therefore it provides opportunities to expand on new platforms and markets. Iger stated, “I’m a big believer in respect for heritage, but I’m also a big believer in the need to innovate and the need to balance that respect for heritage with a need to be relevant.” I think the brand has also been able to do this because the inspiration behind every new marketing decision is aligned with making customers have magical experiences.
Disney is able to appeal to so many different target market groups because their broad range of businesses helps them connect with their audiences in many ways. For example they market products in five business segments rather than one or two. In addition, they utilize technology to ensure they are connecting with customers consistently across every platform. Disney is constantly looking for opportunities while at the same time staying true to their core brand values. They are so successful because they make decisions with their customers and guest in mind and put 110% in everything they market.