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Disney Brand Management Essay

5562 words - 23 pages


This assignment will describe how marketing techniques are used to market products in two contrasting organisations one from the profit and one for the non- profit. The two companies I have chosen are the Walt Disney Company (profit) and the Jewish Lads and Girls Brigade (non – profit).
Marketing is the activity of science set out by institutions as the process of identifying new markets and the art used to attract customers to purchase certain products and services. Furthermore, Marketing is responsible for satisfying profits of companies.
Differences between Disney and JLGB
The Jewish Lads And girls brigade was founded in 1895 by General colonel Albert Goldsmid as a form of ...view middle of the document...

Including having many different sectors of the business including its many media networks whereby it owns both ABC Media Corporation and ESPN, parks and resorts across the globe including Tokyo, Paris and Florida , The Walt Disney studios, Consumer products, Disney interactive and the Disney cruise line.

Differences in company | Disney | JLGB |
Product/ services | Media networks (ABC studios, ESPN), parks and resorts (Florida and Paris), Walt Disney studios (Disney Animation, Disney music, touchstone), Consumer products (Disney licensing, Disney retail store and Disney publishing), Disney interactive (Disney games, Disney interactive media). | Duke of Edinburgh’s award, Summer camps, weekly meetings, leadership and training programmes, National Citizen Service, Israel tour. |
Location | World wide | Great Britain, currently England, wales and Scotland |
Type of company | Entertainment | Youth movement |
Ownership | Public | Volunteering |

Ansoff Matrix
The Ansoff Growth matrix is a marketing tool that helps a business determine its product and market growth strategy. Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets and products are new or already existing products in new or existing markets.

The output from the Ansoff product/market matrix is a series of suggested growth strategies which set the direction for the business strategy.

Market penetration- is when companies focus on selling existing products into existing markets there are 3 main aims of this:
1. Maintain and or increase market share of products
2. Secure growth in the markets
3. Increase usage by existing customers
The business is focusing on markets and products it knows well. It is likely to have good information on competitors and on customer needs.
Market development
Market development is a name given to a growth strategy where the business seeks to sell its existing products into new markets.
There are many possible ways of approaching this strategy, including:
* New geographical markets; for example exporting the product to a new country
* Different pricing policies to attract different customers or create new market segments
Product development
is a name given to a growth strategy where a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets.
A strategy of product development is particularly suitable for a business where the product needs to be differentiated in order to remain competitive.  A successful product development strategy places the marketing emphasis on:
* Research & development and innovation
* Detailed insights into customer needs (and how they change)
* Being first to market
Diversification is the name given to the growth strategy where a business markets...

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