Disney Franchise Memo

MOVIE INSIDE INC.

Memorandum

The first step of Bob Iger’s marketing strategy for Disney was the broadening the target market of Disney. Disney was considered a brand for younger children. In order to gain older children and tween-boy market, Disney needed to invest in producing and broadcasting shows, which those children would watch.

First Disney needed to open up viewership of its’ Flagship Television channel. They opened up their viewership by changing the channel to a basic cable channel from a premium channel. If a person has basic cable they can watch the Disney Channel.

Disney obtained a foothold in a very hard market of older children and tweens, when they opened new channels with shows targeting them.

With co-marketing into other platforms such as video games, social media and movies, Disney has been able to capture a demographic of people may become consumers for a lifetime.