Please find the assignment details in the attached file.

Please find the assignment details in the attached file.

I have a marketing assignment. A business memo on a Disney Franchise. Please find the assignment details in the attached file.

Disney The Happiest Brand on Earth CASE STUDIES 1 © iStockphoto.com/Bill Noll / ©iStockphoto.com/OSTILLn 2006, Disney’s Pixar released the hit movie Cars, which grossed $462 million worldwide. Since then, Cars merchandise 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 DVD release. A Cars sequel was released in2011 along with an online virtual gaming world on its Web site to help build hype. In 2012, Disney California Adventure theme park opened its 12-acre Cars Land a±rac²on. At Disney, the brand is the name of the game, and the cross-pla³orm success of the Cars franchise is by no means an excep²on to the rule. Disney also has the Jonas Brothers, Hannah Montana, High School Musical, the Disney princesses, Pirates of the Caribbean, and the list goes on and on. The man behind the magic is Disney’s, Bob Iger, who has to lead a drama²c revitaliza²on of the Disney brand since succeeding long²me head Michael Eisner in 2005. When he First took the post, his strategy she’s Disney’s focus to its stable of“franchises.” These franchises are distributed across Disney’s mul²ple company pla³orms and divisions, such as Disney’s various television broadcast pla³orms (the Disney Channel, ABC, ESPN), its consumer products business, theme parks, Disney’s Hollywood Records music label, and Disney’s publishing arm in Hyperion, just to name a few. Iger’s franchise strategy has been supported by the other major move he made upon First becoming CEO. On his First day on the job, Iger told the board that revitalizing Disney’sanima²on business was a top priority, which would be improved through the purchase of Pixar. As part of Iger’s franchise strategy, the deal made perfect sense, as many of Disney’s latest television shows, theme park rides, and merchandise were based on Pixar characters. µinding a new market to push the Disney franchise into became a priority as well. With the Walt Disney Company experiencing ¶at growth, it was becoming evident that Disney had missed some opportuni²es for broader success due to narrowing of its target market, which was at the ²me largely associated with younger children. Iger’s First move was to broaden Disney’s viewership by moving the Disney Channel from premium to basic cable and launching local versions in key global markets. Then, Disney began pushing franchises to capture the rapidly growing tween market. Pu·ng its support behind the Disney Channel’s High School Musical, Hannah Montana, and the Jonas Brothers (who were emerging out of Disney’s music label), Disney quickly generated a series of franchise juggernauts in the tween-girl market. Though Disney’s focus has remained on the familyfriendly fare, Iger has shown a new willingness to look to even broader markets, if it’s with the Disney brand. Disney’s Pirates of the Caribbean, the First Disney Film with a PG-13 ra²ng, played a major role in refocusing the brand, is based on the classic theme park ride, and it also helped expand the Disney appeal to older kids and even adults. The Pirates and Cars franchises also provided preliminary steps for Disney’s latest endeavors to crack the tween-boy (age 6 to 14) market, one tradi²onally di¸cult for media companies to sustainably capture. Their e¹orts focus around the new Disney XD channel, with a broad range of o¹erings, such as poten²al new franchises like the scienceFc²on ac²on-adventure show Aaron Stone and showcases of new musical talent. Disney will also be able to leverage ESPN to create original sports-based programming. The recent acquisi²on of MarvelEntertainment also provided Disney with a broad stable of material to create content for that pla³orm.The channel is accompanied by a Disney XD Web site, which will promote the channel’s programs, as well as o¹er games and original videos, social networking, and online community opportuni²es. As itcon²nues to expand and provide new franchise o¹erings, Disney looks to have rela²vely strong
Please find the assignment details in the attached file.
Please find the assignment details in the attached file.
Please find the assignment details in the attached file.
 

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