Disney Case Study: a Powerhouse of Marketing

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Disney Case Study: A Powerhouse of Marketing Danica Sancic Columbia Southern University Abstract Disney continues to be ultra-successful companies in part because of the excellent marketing techniques. They have remained relevant and desired for almost 90 years. They are an excellent example for the student of marketing techniques to evaluate for successful strategies. Disney Case Study Kotler and Keller describe the evolution of Disney from its beginnings as a black and white cartoon shop to the multibillion dollar international company it is today (2012). We use that evolution to evaluate the power of exceptional marketing technique. Disney is one of those companies that there is no doubt they have an exceptional marketing strategy carried out by a talented team. I do not personally have a Disney obsessed household but taking a moment and looking around my home I own a number of Disney themed items from Princess costumes to Cars Sippy cups and even my very own Mickey Mouse T-shirt. I have a friend whose family I consider Disney obsessed they spend every vacation at a Disney theme park or on a Disney cruise, every birthday party I’ve attended (child or adult) has a Disney theme, even their dog wears a Goofy collar. Disney has stayed true to its founding ideals of family friendly brand that stands for trust, fun and entertainment. You can see this directly on their company website where they state “ We believe being a good corporate citizen is the right thing to do: for our consumers and guests, our employees, and our businesses. Our goal is to achieve exceptional performance by embedding citizenship into all of our daily decisions and actions, guided by three core principles: Act and create in an ethical manner and consider the consequences of our decisions on people and the planet. Champion the happiness and

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