Marketing Disney And Its Target Market

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This case studies the Disney Company and its target market. Disney started off only focusing on younger children. However, when Bob Iger took over, he changed Disney movies and shows to suit teens and even adults by purchasing Pixar. Pixar revitalized Disney's animation business. Disney had its first PG-13 movie and introduced Hannah Montana, High School Musical and the Jonas Brothers that reached out to the tween girl market. They are now looking to introduce Disney XD channel which includes science fiction action-adventure shows to expand their target market to tween boys and combine with ESPN to add a sports channel for another market segment. Disney has an opportunity to expand its target market because the company has a good brand name in the animation world. It is known and trusted worldwide. Also, the animation industry in continuously growing, and Disney is currently the market leader in this industry. In this technologically advanced world, every animation and cartoon is amazing and magical, and it amuses kids, teens and even adults. Furthermore, the older generation is also looking for other entertainment channels to fill up their leisure time. Disney, having its own media channel, can easily reach the target customers. Being a worldwide product, Disney can also reach the unattained markets in the regional languages with its existing products. Disney has expanded into the tween girls market by adding chick flicks like Hannah Montana and the Jonas Brothers. For now, Disney is looking into adding Disney XD channel with science fiction action-adventure shows for tween boys and sports channels for men. One target market that Disney can look into expanding is the 18-25 year old teens. Disney can include drama or action movies like the Dark Knight, The Day The Earth Stood Still and many more, while

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