Marketing Plan: Disney - Case Study Example

It is worth noting that the precise turnaround of Disney’s performance after the recruitment of Bob Iger as the CEO, is a result of various adjustments, such as; the acquisition of other firms to enhance full control as is the case of Pixar.

Additionally, Iger rejuvenated the company's brand by changing the animation business. These are just to mention but a few strategies that saw the company to a real turnaround. Most important, was to increase customer base as well as customer satisfaction by capturing not only the kids as previously was,
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but also the tween and adult market. Specialization in the kid market had retarded the company’s brand growth resulting in the loss of important opportunities. This called for marketing strategies that would enable the company to capture the tween and adults.

Despite having prospered, the success story would have been greater if Disney had maximized in marketing and promoting their already existing products in conjunction with branding them to fit the entire market, not excluding the mobile sector. This could have been achieved via the marketing plan below. Marketing plan according to Lamb et al (2014), a marketing plan is based on a mission statement that should not possess marketing myopia. Thus, having carried SWOT analysis of the industry, the mission statement ought to incorporate customer satisfaction, with mobile applications increasing convenience and accessibility, in a manner that eliminates addiction.

Note that the SWOT analysis should consider creating awareness of the newly branded franchises as a very important opportunity and thus incapacitate its internal strength toward successful marketing. As Disney operates in a very competitive industry, which is also very global, then the marketing strategy should allow for adaptations. Moreover, the main objective is to expand sales through market expansion. Therefore, sales promotion should be based on the various types of markets which include, kids (already captured), and adult and tween markets.

As the tween market makes a greater contribution, and then major emphasis needs to be done and would better be divided into boy tween and girl tween to capture each category precisely. In a nutshell, the implementation plan will involve increasing the use of the already available franchises, by technically altering their functioning and objective for the case of gaming among other features to fit each market category. For instance, while car gaming might sound kiddish, for the boy tween which is the hardest to capture, inculcating other objectives in the car racing such as police torture and technological discovery would successfully change their attitude.

Thus the branding will slightly change but many efforts need to be put into advertising. Moreover, price discrimination can also increase revenues as these markets can be differentiated.