BA181 DisneyThe Happiest Brand on Earth - 2231

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Price: $6.50
  • From: Business, Marketing
  • Posted on: Sun 18 Mar, 2012
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Request Description

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 is in the works for 2011. In 2012, Disney’s California Adventure theme park will open its 12-acre Cars Land attraction. At Disney, the brand is the name of the game, and cross-platform success of the Cars franchise is by no means the exception 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 CEO, Bob Iger, who has led a dramatic revitalization of the Disney brand since succeeding longtime head Michael Eisner in 2005. When he fi rst took the post, his strategy shifted Disney’s focus around its stable of “franchises.” These franchises are distributed across Disney’s multiple company platforms and divisions, such as Disney’s various television broadcasts platforms (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 fi rst becoming CEO. On his fi rst day on the job, Iger told the board that revitalizing Disney’s animation 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 TV shows, Disneyland rides, and merchandise were based on Pixar characters.

Finding a new market to push the Disney franchise became a priority as well. With the Disney brand growing

fl at, it was becoming evident that Disney had missed some opportunities for broader success due to a narrowing

of its target market, which was at the time largely  associated with younger children.

Solution Description


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. Putting 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 tweengirl

market. Though Disney’s focus has remained on family friendly fare, Iger has shown a new willingness to look

to even broader markets if it fi ts with the Disney brand. Disney’s Pirates of the Caribbean, the fi rst Disney fi lm

with a PG-13 rating, played a major role in refocusing the brand, being based off 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 market, from age 6 to 14

years, one traditionally diffi cult for media companies to sustainably capture. Their efforts focus around the new

Disney XD channel, with a broad range of offerings, such as potential new franchises like the science fi ction

action-adventure show Aaron