Case Study Disney Matra Brand (Group 3) PDF

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Prepared by:Wan Khaidir Bin Wan Omar 2019936775Nurul Farhana Binti Mohammed 2018607122Nur Syafawati Binti Baharudin 2018293392Nina Idayu Binti Anuar 2018818132Shahiran Bin Khalid 2019978483STRATEGIC BRAND MANAGEMENT(MKT762)GROUP ASSESSMENT: CASE STUDY ANALYSISDISNEY BRAND MANTRAQ1: What are the stre...

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STRATEGIC BRAND MANAGEMENT (MKT762) GROUP ASSESSMENT: CASE STUDY ANALYSIS DISNEY BRAND MANTRA

Prepared by: Wan Khaidir Bin Wan Omar

2019936775

Nurul Farhana Binti Mohammed

2018607122

Nur Syafawati Binti Baharudin

2018293392

Nina Idayu Binti Anuar

2018818132

Shahiran Bin Khalid

2019978483

Q1: What are the strengths of Disney brand mantra?

According to Kelvin Lane Keller and Vanitha Swaminathan (2020), the brand mantra is the most powerful brand which apprehends the meaning of brand positioning and it is highlighted in the phrase consisting of three to five short words to represents the image of the particular brand. It is neither an advertisement nor a slogan but rather known as essence that filter the inconsistent image of other brand elements. Based on the article of Disney Brand Mantra, it is highlighted clearly that they had the best brand mantra which is “Fun Family Entertainment”.

Based on one of Kelvin’s favourite brand mantras, Nike for an

example had successfully encapsulated the brand mantra for its brand positioning which is “Authentic Athletic Performance”. Nike brand mantra has made them relevant and consistent on their track and it helps the brand to be different from its competitor, Reebok. After large-scale brand audit took place, it can be described clearly the objective and strengths of Disney brand mantra to screen and decide which are the opportunities or choices that consistent with Disney’s brand and to avoid the usage of Disney’s character irrationally. The strengths of Disney brand mantra encompassing three important elements includes Emotional Modifier, Descriptive Modifier and Brand Function. The word “Fun” which associated with emotional modifier explained some sort of expression to show the great amount of happiness that people will receive whilst the word “Family” of descriptive modifier represents the great and wonderful experience that aims to deliver to the whole family. Besides, the brand function brings the relevant meaning of “Disney” and “Entertainment” that lead our minds to thinks about the world of excitement and certain kind of experiences such as theme park, Disney’s movie and other benefits that provided by the brand. The brand mantra helps Disney to make a rational decision and consider those opportunities which come across whether it is consistent with Disney’s brand or otherwise. Brand mantra is reasonably guidance to the company to decide what product that should be introduced, what type of advertisement that suitable to be chosen, and what campaigns should be run.

Q2: Analyse Disney brand achievement based on the above case.

First, by explaining a little bit of what the Walt Disney Company's brand identity consists of, as per we know and catch up what is exactly the brand promise Disney offers to among its customers worldwide. Any brand's brand identity consists of how the business distinguishes itself in the product or service sold. Walt Disney has created and launched many new concepts and innovations in the making of motion pictures, cartoons, and amusement parks. In additionally, Disney was one of the first to use broadcasting as a medium for mass entertainment and has been regarded as a creator of television entertainment for kids. More precisely, a brand is based on a variety of elements, such as a brand name, a logo, a symbol, a particular design or a combination thereof, to differentiate the products or services that a business is prepared to distinguish from its rivals. In general, criteria for choosing brand element consists of memorability to easy recalled, meaningfulness to descriptive, likability as fun and interesting, adaptability as flexible and transferability within and cross-product categories. In the case study of Disney, for example, the well-known corporation is named after Walter Ellias Disney's real name. Other than that, perhaps everyone in the universe has aware of "Disney." However, consumers have not aware and not differentiated between all the advertising Disney’s campaigns. 'Disney was Disney' to viewers, either they saw characters in movies, records, theme parks or consumer goods. As subsequently, all items for the product and services that used the name or characters of Disney influenced Disney's brand equity. Based on brand inventory results indicate the achievements of Disney, characters that Walt Disney Studio has produced and the popular characters such as Mickey Mouse, Donald Duck, Cinderella, Bambi and also Snow White and the Seven Dwarfs, has been used in so many goods and are represented in so many ways that it is impossible in some situations to recognize the original purpose behind the contract. Additionally, in certain cases, customers found that Disney characters seemed to have a little added value to the goods. It’s a special advantage to Disney. Its shows that Disney has an interesting way of reflecting how brand awareness resides in the memory of shoppers.

Furthermore, the brand achievement by Disney is they move quickly to establish a brand equity team to manage the brand franchise. Disney has a good brand mantra which is ‘fun family entertainment’ to serve as a screening device for proposed ventures. The effective brand mantras will give a good impact on attracting customer attention and make the customers easy to remember our product. A good brand mantra should define the category of business for the brand and set what is the brand boundaries and clarify what is the uniqueness about the brand. Besides, a good brand mantra also needs to be simple, inspire and memorable and have a vivid in meaning. Brand plays a crucial role in exposing product characteristics to be inimitably beneficial to consumers compared to that of its competitors. Moreover, the brand achievement by Disney is due to their aggressive marketing efforts, Disney had written contracts with many of the park participants for corporations and Disney character were selling everything from diapers to cars to McDonald’s hamburgers. Disney strategically positioning their business for the future and creating a more effective global framework to serve consumers worldwide. The Disney Company has a generic strategy for competitive advantage that capitalizes on the uniqueness of products offered in the amusement park, mass media and entertainment. Michael E. Porter’s model indicates that a generic competitive strategy enables the business to develop and maintain its competitiveness in the target market. Disney’s generic competitive strategy is based on making their products different from those of competitor’s product. On the other hand, the Disney intensive strategies for growth are focused on developing new products that suit global market trends. The action was taken by Disney company also is because they take the opportunity by entering many types of business. The company grows through innovation and creativity, which enable the business to compete against large firms. Also, related managerial efforts contribute to the achievement of Disney’s corporate mission and vision statements in the global market for entertainment, mass media, and theme park products.

Q3: Taken the global pandemic of Covid-19, what should Disney do in operating its brand mantra of ‘fun family entertainment’? Explain.

Due to the global pandemic of Covid-19, the public is forced to keep themselves at home and restricted from going to crowded areas. This is to prevent the widespread of Covid-19 virus and reduce the number of people from being infected. Certain groups of people such as elderlies and kids are more vulnerable to the virus as their immune is not as strong as the young adults. Young kids who are used to go playing at playgrounds, parks and many more are no longer able to do that anymore. Parents are getting more cautious nowadays as they fear for their children health and safety. The Covid-19 also negatively impact Disney’s entertainment parks. According to Ward, entertainment parks such as Disney are still allowed to operate but need to adhere to strict Covid-19 standard operating procedures (Ward, 2020). Some of the Disneyland Resort such as in California is still closed until now. Hence, Disney needs to find alternative ways on how they can entertain fans around the world and still operating their brand mantra of ‘fun family entertainment’. First, Disney can provide its attractions and entertainment online for fans around the world. According to Barnes (2020), despite Disney lost $4.7 billion in the second quarter of 2020, but also it is reported Disney+, its streaming services has about 60.5 million subscribers, hitting its initial five-year target only after nine months of operation. By taking this advantage, online attractions and entertainment can be accessed anytime and anywhere and this is especially convenient for families who must stay at home but still able to get the entertainment. For example, according to the article published by Ypulse in 2020, Disney has launched Disney Magic Moments. It is an interactive site where families can virtually view the pictures and videos of the parks and rides, activities with the Disney stars. Second, Disney can also partner with the Non-Governmental Bodies to create Disney inspired indoor games for the kids while they stay at home. Being cooped up at home for many days can lead to boredom among the kids. Disney inspired indoor games are games which use the Disney characters as part of the games to attract the kids’ interest to play. For example, UK National Health Service has created a dedicated website named ‘Change4Life’ where it partnered with Disney to create Disney inspired indoor games for the families such

as 10-minutes Shake Up Games with Disney characters like Toy Story, Frozen and Zootropolis. Third, Disney needs to ensure the standard operating procedures and protocols for enhanced cleaning, physical distancing, face mask, temperature screening is strictly followed. For example, according to McDonald, Disney is limiting the theme park capacity and reduce the operating hours to allow for physical distancing and limited physical interaction. Fourth, to control the movements of visitors in its Walt Disney World Resort to reduce the risk of Covid-19 widespread, Disney can also encourage visitors to plan their vacation before arrivals. The first step to encourage this is by upgrading Disney’s official website about the information of the resort, such as what the resort has to offer in terms of entertainment activities namely theme parks, water parks, attractions, hotels, restaurants, shops and much more. The second step is by providing the package which the visitors can choose whether they want to visit all places or just some part of it. The third step is to offer a discount for whom purchase tickets earlier to encourage them to plan their movement before arrival to the resort. With this, the management of the Walt Disney World Resort has already obtained the information about the number of visitors so that they can limit and plan the movements of the visitors. According to Lakritz (2020), Disney limiting the number of visitors entering Disney parks to make room for social distancing. However, to have a limited number of visitors at one time will make the place less lively, means less fun. To make the place more lively following with Disney’s brand mantra fun family entertainment, instead of limiting the number of people per group, Disney can encourage visitors to bring together their family members so the bigger the number of people in one group, but less number of the group at one time. As the family members already stayed in one roof at home, it is futile to separate them outside at the park. Since the outbreak of Covid-19 pandemic, the impact on entertainment industries has been unprecedented with multiple global and national entertainment events having been postponed and cancelled. While it is still unclear when the Covid-19 pandemic will be over, Disney has to adapt to the new norm and changes to survive in the economy and maintain as one of the biggest companies in the entertainment industry.

References 1. Barnes, B. (2020). Disney, staggered by pandemic, sees a streaming boom. Retrieved From

https://www.nytimes.com/2020/08/04/business/media/disney-earnings-

coronavirus.html 2. Kelvin L. K. & Vanitha S. (2020), Strategic Brand Management 5TH Edition 3. Lakritz, T. (2020). 10 things you won't see at Disney parks anymore due to the coronavirus

pandemic.

Retrieved

from

https://www.insider.com/disney-parks-

coronavirus-pandemic-changes-2020-9 4. Retrieved in October 2020, https://www.ypulse.com/article/2020/04/14/5-brandscreating-online-playgrounds-for-families-during-covid/ 5. Retrieved in October 2020, https://www.aarp.org/travel/vacation-ideas/family/info2020/amusement-park-coronavirus-safety.html 6. Retrieved in October 2020, https://www.nhs.uk/change4life/activities 7. Retrieved in October 2020, https://www.parents.com/fun/vacation/planning/waltdisney-world-reopened-during-covid-pandemic-what-to-know/...