MKT200 Unit 3 Discussion - Product Alignment & Brand Messaging

Unit 3 Discussion: Product Alignment and Brand Messaging (MKT200 Principles of Marketing)

Walt Disney created the Disney brand from humble beginnings based on his love of drawing and animation. Few brands monetize content better than the Walt Disney Company and has since expanded into a global entertainment and media brand, and recently, has a new leader at the helm.

Simulated Business Scenario

Gabriel is the executive in charge who created and developed Disney’s ‘customer-for-life’ concept.  This is based on the notion that as the child grows, Disney hopes to gain two brand loyalists: the parents and the child. 

Disney's new CEO asked Gabriel to head up the new Disney+ streaming media brand. The CEO wants Gabriel to create a report which analyzes future marketing of the new Disney+ brand. You are on Gabriel’s team, and he called a series of meetings to brainstorm the three items:

Questions

• How can Disney+ differentiate itself and all its franchises from competing rivals in the marketplace?
• How can it expect to change and grow with their customers over time?
• Can Disney+ be a loss leader to get more customers into its other monetization channels?