The Walt Disney Company has developed a comprehensive global strategy to stay on top of current trends.
The Walt Disney Company claims to do intensive research to learn about its target market, enabling it to seize growth opportunities on a global level. Disney's corporate officials say they are committed to staying current with technologies children use, with shows they are watching, and how they incorporate technology in their lives. For example, Disney offers advertising discounts on Twitter and games on Facebook. It makes sure that its licensed characters like Mickey Mouse and Spider-Man are advancing to new platforms.
Target Market Strategies
Demonstrating its leadership in marketing to reach kids and families, The Walt Disney Company unveiled the first national wireless phone service in 2006, known as "Disney MobileSM." The phone used GPS capabilities to allow parents to control who their child is communicating with and to monitor where she is. This is part of Disney's strategy to be relevant to contemporary family lifestyles. Disney also continues to appeal to teens and their parents by staying current with digital gaming and social media opportunities, as by its acquisition of online social gaming leader "Playdom Inc."
International Outreach Strategies
According to "DEMC," a small-business strategist, Disney recognizes that many people do not have the opportunity to travel to the U.S. to visit Walt Disney World or Disneyland. As a result, Disney developed theme parks around the globe to capture the market, adapting them to local cultures. They include Disneyland Paris, Tokyo Disney, and Hong Kong Disneyland. With worldwide expansion, Disney aims to increase its marketplace and expand its brand.
Advertising and Promotional Strategies
Disney's ownership of media networks such as "ABC," "Disney Channel," and "ESPN" is a strategy the company is using to market its brand to Americans. This includes a systematic approach to television advertising, as well as radio commercials, print, outdoor advertising, and mobile initiatives, promoting discounts on resorts, and family packages. To reach teenagers, Disney launched "advergaming," which puts ad messages in online and video games. The goal is to reach kids directly and encourage them to urge their parents to visit a Disney park for a family experience.
Innovation as a Marketing Strategy
As part of its marketing strategy, Disney believes in innovation to stay ahead of the competition and build business. With rapid advances in technology, the traditional passive television audience is in transition, no longer captive to prime-time scheduling on major networks. According to "eMarketer," by 2011, 86 percent of Internet users in the U.S. will be downloading video content. Disney's strategy is to connect with kids directly via storytelling utilizing multiple technologies.
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