Felicia Firdaus's Blog

Who doesn’t love Disney? Hearing Disney name sure could bring up all your Disney a.k.a. beautiful memories.  I just finish reading an article “Let Out the Kid in you” written by Jessie Zheng, my marketing classmate. She talks about how Disney marketing strategy has successfully position its brand. They are able to differentiate their other “products” such as ESPN and Marvel Studios by giving different brand name instead of carrying it out in the same name Disney brand in order to maintain the family friendly brand image that they have built throughout these years.

But, Disney has another secret that make them success. They have successfully created multi product segments that the customer could follow up into as they grow up. By age as segmentation base, Disney is nurturing its customer. My marketing professor said when marketing your product, you should see the customer as a long time commitment consumer. For instance you are selling a $10 dollar product and let’s say you have Emma as your customer. Don’t think Emma as a $10 customer but instead see her as a $520 customer because she is going to buy your product for one year each week.

Disney has all types of product for people and different ages. Starting from babies and toddler, Disney offers Disney Baby products such as stroller and baby walkers. When they grow up as kids, Disney has the cartoon and animation movies, toys, and all the safe but fun attraction in Disneyland. For teenagers, they offer TV shows such as Hannah Montana, the T shirts and the more thrilling ride at Disneyland. And as the customer enters adulthood, they could still watch shows such as Lion King to bring back their kids’ memories and also adult T shirt, bath robe etc. And recently, Disney launched Disney Bridal, targeted to women who have been growing up Disney Princesses Fairytales and still wanting a Disney touch in their wedding.

Using this strategy, Disney is retaining its customer loyalty. When they grew up, they would still use Disney products and based on their satisfaction of Disney product, they will definitely pick Disney product again for their children too and the cycles goes on and on.

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