Disney vs. Universal
Case Study 1: The Magic of Harry Potter Mystifies Universal Theme Parks
Janaki Kannan
University of Miami
1) Universal studios tends to mimic the strategies of Walt Disney World. Please take the time to study some of World Disney World’s branding, entrepreneurial, and new product development strategies and demonstrate them in a short paper (4-5 Pages)
Walt Disney World – these are three words that anybody and everybody can relate to no matter where they come from, the language they speak, or the culture they belong to. Every child grows up in the midst of Disney characters, animation movies, and cartoons. It is almost like the first word out of a child’s mouth is Disney. On the other hand, it is not only kids, but also adults who enjoy visiting Disney parks and riding all the rides they offer. So what has Disney done to create such a strong impression in the minds of both adults and kids? Let us take a look at the different approaches and strategies Disney uses not only to gain customer loyalty but also to retain existing customers.
To begin with, in the year 1928, Walt Disney gave birth to an unforgettable character with huge black ears, memorable red shorts, and giant white-gloved hands – Mickey Mouse (Robertson, 2008). Mickey is a character people can immediately identify that has invaded our television screens for the past 80 years. Mickey has become one of the most recognizable symbols in the world, thanks to Walt Disney’s branding strategies (Suddath, 2008). Like most companies, Disney uses a variety of integrated marketing communication strategies - radio, television, outdoor media, direct mail as well as online advertising and promotions. In order to maintain the magic and fantasy behind the Disney brand, the company believes that direct marketing is essential to maintain a dialogue between themselves and potential customers (Robertson, 2008). Disney has three essential “pillars” it focuses on to build its branding strategy. “One, to invest in
Janaki Kannan
University of Miami
1) Universal studios tends to mimic the strategies of Walt Disney World. Please take the time to study some of World Disney World’s branding, entrepreneurial, and new product development strategies and demonstrate them in a short paper (4-5 Pages)
Walt Disney World – these are three words that anybody and everybody can relate to no matter where they come from, the language they speak, or the culture they belong to. Every child grows up in the midst of Disney characters, animation movies, and cartoons. It is almost like the first word out of a child’s mouth is Disney. On the other hand, it is not only kids, but also adults who enjoy visiting Disney parks and riding all the rides they offer. So what has Disney done to create such a strong impression in the minds of both adults and kids? Let us take a look at the different approaches and strategies Disney uses not only to gain customer loyalty but also to retain existing customers.
To begin with, in the year 1928, Walt Disney gave birth to an unforgettable character with huge black ears, memorable red shorts, and giant white-gloved hands – Mickey Mouse (Robertson, 2008). Mickey is a character people can immediately identify that has invaded our television screens for the past 80 years. Mickey has become one of the most recognizable symbols in the world, thanks to Walt Disney’s branding strategies (Suddath, 2008). Like most companies, Disney uses a variety of integrated marketing communication strategies - radio, television, outdoor media, direct mail as well as online advertising and promotions. In order to maintain the magic and fantasy behind the Disney brand, the company believes that direct marketing is essential to maintain a dialogue between themselves and potential customers (Robertson, 2008). Disney has three essential “pillars” it focuses on to build its branding strategy. “One, to invest in
References: Beahm, G. (2004). Muggles and Magic: J.K. Rowling and the Harry Potter Phenomenon Bloomsbury. (2010). Bloomsbury. Retrieved August 30, 2012 from Harry Potter Books: http://harrypotter.bloomsbury.com/books/harrypotter-book1 Brown, S. (2006). “You’re A Wizard, Harry!” Consumer Response to the Harry Potter Phenomenon.” Brown, S. (2002). Marketing for Muggles: The Harry Potter Way to Higher Profits. Business Horizons ,41 (1), 6-14. Business Week. (2002, June 24). Disney’s CFO Measures the Mouse. BusinessWeekOnline. Castleman, L. (2004). Disney snaps into branding. Business And Economics--Marketing And Publishing Facenda, V.L. (2009, Spetember 9). Harry Potter, Darth Vader and Disney Princesses. Retrieved August 30, 2012, from Daily Herald: http://blogs.dailyherald.com/node/2601 Gunelius, S. (2007, October 1). Disney’s Brand Strategy. Everyjoe. Retrieved from http://everyjoe.com/work/disneys-brand-strategy/ Miller, C. (1992). Duel in the Florida sun: Disney/Universal competition compared to ‘Cola wars’ Negus Viveiros, B. (2006, June 15). I Am Your Monkey, Walt Disney. Direct. www.directmag.com Niles, R. (2009, September 15). Universal’s Wizarding World of Harry Potter to open in Spring 2012, webcast confirms Robertson, A. (2008, January 11). Bear-necessities of marketing. Precision Marketing. Suddath, C 31, 2012 from http://www.time.com/time/arts/article/0,8599,1859935,00.html#ixzz1CjvgZGB7 The Corporation. (1998, April 6). Theme-Park Shoot Out. A host of new competitors has Disney building like crazy ,66