The brand Disney is a promissory set of unique benefits to the company’s customers in the expanded operation affecting theatre, radio, music, publishing as well as online media. Apart from the family-oriented brands that are the flagships, the company has enacted more divisions. The brands Disney has intangible benefits to its customers based on bringing joy to the American people as well as oversees customers, affirmers of good in every person and in particular, affect the child in every one of the humans. Perceptual mapping of Disneyland is circumspect with the ideal pricing of its themes on the quality and delivery to the people against the results obtained. It is the company’s afro-mentioned ability in serving the customers with consistent distinction and enhanced quality throughout its existence and relevance to the growing generations. The above has maintained its consistency in building its brand image.
The target market or audience for Disney brand is the children and parents. In the target segmentation, the common criteria used is geographic, demographic and segmentation according to psychographic dimensions. In the geographic, the location of the company’s market size and density is determined by the availability of the theme park like the Disneyland and Disney World in the United States as well as the most visited places like India, Japan, and Europe. Demographic determines the particular gender, age, income, background information, and life cycles of the families where the potential customers are aligned to brand Disney. It facilitates the type of movies and chain stores to be in place for the target audience. Psychographic typifies the motives, personalities, and particular lifestyles of the majority audiences round the visited themes in the world as well as reach ability of the services.
The main target audience for brand Disney is the children in every family, inclusive of the latter. Through multi-segment targeting and effective strategy, Disney is able to serve the two identified markets with ease due to relativity of the association of each. For the children, age categories determine the company’s strategy in advertising and promotion of its brand. For example, the small children are mainly targeted with animation films, toys, and consumer divisions according to products and enhanced character reformations. In addition, at each strategic location of the brand’s store and premises, there are theme parks, where the children can recreate the various characters of their favorite entertainment categories. With the teens and those in the twenties, the brand avails radio Disney, Disney Channel and the live-action type of films in order to create the relevance of the consumer products.
The older generation of brand Disney’s target market, the adult film segment uses live action films for entertainment and reach with ease. Through the family approach, brand Disney targets the whole family in its approach of the incorporation of all market segments. For example, the theme parks are built for the family setup in order for them to enjoy. In the advertisements, the family is stressed apart from the younger children’s needs. By enlivening the memories, the different targets are orchestrated with a view to create lasting impressions by the brand. At the locations, home decors are predominantly used for both parents and children under similar conditions. Average income families and residential consumers in urban areas are the ideal consumers of brand Disney. In addition, the position of brand Disney is through entertainment’s media networks, consumer products, studio, resorts, and theme parks.
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