Case Assignment: Disney the Happiest Brand on Earth

reveal 1 CASE ASSIGNMENT Disney The Happiest send on Earth In 2006, Disneys Pixar released the hit movie Cars, which grossed $462 million worldwide. Since then, Cars production has generated over $2 billion in sales each year. Pixar has since created a series of Cars shorts to be aired on the Disney Channel with a subsequent videodisc release. A Cars sequel is in the whole works for 2011, and an online virtual gaming world is put together to release 2009. In 2012, Disneys atomic number 20 Adventure theme park willing open its 12-acre Cars Land attraction.At Disney, the brand is the bear on of the game, and cross-platform success of the Cars immunity is by no means the exception to the rule. Disney also has the Jonas Brothers, Hannah atomic number 109, lavishly School Musical, the Disney Princesses, Pirates of the Caribbean, and the list goes on and on. The domain behind the magic is Disneys CEO, curtsey Iger, who has lead a dramatic resurgence of the Disney brand since succeeding longtime chief Michael Eisner in 2005. When he scratch took the post, his dodge shifted Disneys center on around its unchanging of franchises. These franchises are distributed across Disneys quadruplex company platforms and divisions, such as Disneys various television broadcasts platforms (the Disney Channel, ABC, ESPN), its consumer products business, theme parks, Disneys Hollywood Records euphony label, and Disneys publish arm in Hyperion, just to make out a few. Igers franchise strategy has been supported by the other study move he made upon commencement becoming CEO. On his first sidereal day on the job, Iger told the board that revitalizing Disneys animation business was a summit meeting priority, which would be improved through the secure of Pixar.As part of Igers franchise strategy the deal made perfect sense, as many of Disneys latest TV shows, Disneyland rides, and merchandise were based on Pixar characters. determination a naked market to adv ertise the Disney franchise became a priority as well. With the Disney brand growing flat, it was becoming sheer that Disney had missed some opportunities for broader success due(p) to a narrowing of its target market, which was at the time largely associated with younger children.Igers first move was to broaden Disneys viewership by moving the Disney Channel from support to basic cable and launching local versions in key global markets. Then, Disney began pushing franchises to capture the rapidly growing tween market. displace its support behind the Disney channels High School Musical and Hannah Montana and the Jonas Brothers, who were emerging out of Disneys music label, Disney quickly generated a series of franchise juggernauts in the tween girl market.Though Disneys focus has remained on family-friendly fair, Iger has shown a new willingness to determine to even broader markets if they fit with the Disney brand. Disneys Pirates of the Caribbean, the first Disney film with a PG-13 rating, based clear up the classic theme park ride, compete a major(ip) role in refocusing the brand, and it also helped diffuse the Disney address to older kids and even adults. The Pirates and Cars franchises also provided forward steps for Disneys latest endeavors to flip the tween boy market, one traditionally strong for media companies to sustainably capture.Their efforts focus around the new Disney XD channel, which has a broad range of unfoldings, such as potential new franchises like the wisdom fiction action-adventure show Aaron Stone and showcases of new musical talent. Disney will also be able to leverage ESPN to create air inventione pilot sports- based programming. The channel will be accompanied by a Disney XD wind vane site, which will promote the channels programs, as well as offer games and original videos, social networking, and online community opportunities.As it continues to expand and provide new franchise offerings, Disney looks to commence relatively strong momentum, even in the midst of rising economic challenges. As Steve Jobs, Apple CEO and Disney board member, puts it, Family is a renewable resource, and right now, Disney is making the nearly of it. SOURCES Richard Siklos, Bob Iger Rocks Disney, Fortune, January 19, 2009, 8086 slam Sanders, Disney Focuses on Boys, The Wall Street Journal, January 8, 2009, gettable at ttp//online. wsj. com/article/SB123137513996262627. html (accessed January 14, 2009). 1. Do a brief market probability analysis for Disney, identifying the major markets that Disney has expanded into. 2. How does Disneys cross-platform franchising help create sustainable hawkish advantage? 3. Describe the marketing aggregate for one of Disneys franchises. 4. Describe the major components of Bob Igers strategic plan when he first became CEO.