The Disney licencing

Résumé du document

Marketing has been defined as the management function responsible for identifying, anticipating and satisfying customer requirements. Marketing is therefore, both a philosophy and a set of techniques which deals with research, product design and development, pricing, packaging, sales and sales promotion, advertising, public relations, distribution and after-sales service. The specific contribution of marketing in the organization lies in the formulation of strategies to choose the right customer, build relationships of trust with them and create a competitive advantage.

Extraits

[...] It is certainly Disney's brand equity which is on the line here. When Fun Characters Limited, an outfit that takes care of the Disney copyrights was approached, reference of SISTIC, the ticketing agent for the show was provided. But there hasn't been lead as to who is responsible for the chaos. Recommendations The Disney on Ice case we are treating faces three major issues: How Disney licenses their brand? How the licensees are managed? Finally, what the place of the consumers is. [...]

[...] Exploitation produces both a stream of revenue and further strengthens the brand. This certainly is not a new development for the Disney company. From its inception, Disney created strong brands or characters that were marketed in various forms (mostly through films and merchandise) and through various channels throughout the world. The company's cross-promotional strategies accelerated dramatically in the 1950s when the company opened Disneyland, the theme park that used previously created stories, characters, and images as the basis for its attractions. [...]

[...] The aim of this partnership is to provide the opportunity to bring quality live family entertainment to more people. These productions and shows extend the presence of live Disney entertainment into new markets. Vizpro Entertainment that specializes in show & event management has handled Disney on Ice show this time in Singapore. Vizpro delegated the responsibility of ticketing to SISTIC. Problem Identified But Disney's complex distribution network manifested itself in Singapore. Disney on Ice recently presented a show, Beauty and the Beast, at the Exhibition Hall in Changi. [...]

[...] Disney relies on this strategy since decades, they deliver high quality products. Their specificity is to target a young segment, but the final customers are always the parents' segment. This means the parents are also a very important element of the marketing strategy, and in cases such as Disney on Ice, they should be considered as a very important element since at least one of every two seats is occupied by an adult. The perceived quality in the organization of such an event is crucial to its success and especially for the longevity of such events. [...]

[...] Top managers should seriously consider promoting a change-oriented attitude, supporting mixed department training programs to foster interdepartmental harmony, instituting integrative mechanisms such as communication networks, and reevaluating performance evaluation criteria so that rewards (compensation, appreciation) are based partly on employees' effort to make the organization market oriented. However, being market-oriented is not easily attained. From an applied perspective, attention has been drawn to a number of traps for the unwary, including being oblivious to the market, being compelled by the market, and seeing your business as superior to the market. [...]