Time to move onto one of the most valuable companies in the
world...
The Walt Disney Company
TWDC is not just princesses, castles, and mice. The company
is made up of multiple businesses.
·
Media Networks – Disney|ABC Television Group,
ABC Television Network, ABC Family, ESPN, and Disney Channels Worldwide
·
Parks & Resorts – Disneyland Resort, Walt
Disney World Resort, Tokyo Disney Resort, Disneyland Paris, Hong Kong
Disneyland Resort, Shanghai Disney Resort, Disney Cruise Line, Disney Vacation
Club, Aulani Disney Resort & Spa, Adventures by Disney, and Walt Disney
Imagineering
·
Studio Entertainment – Walt Disney Studios
Motion Pictures, Walt Disney Animation Studios, Pixar Animation Studios, Disney
Music Group, Disney Theatrical Group, Disneytoon Studios, Marvel Studios,
Touchstone, and Disneynature
·
Disney Consumer Products – Disney Licensing,
Disney Publishing Worldwide, Disney Store
·
Disney Interactive
Our Businesses | The Walt Disney Company. (n.d.). Retrieved September 27, 2015, from https://thewaltdisneycompany.com/disney-companies
Let’s jump into business models. Being such a large company,
The Walt Disney Company seems to be a combination of many business models.
Since I am focusing on the television aspect, the most obvious models are advertising,
affiliate, subscription, and merchant business models.
·
Advertising Model – Delivering messages with
content
·
Affiliate Model – Offering incentives to
partners
·
Subscription Model – Delivering services and
content for a set price
·
Merchant Model – Providing goods and services
Advertising Model
TWDC delivers messages with content through multiple
channels. Especially on TV, the company is constantly marketing its new shows
and reoccurring shows to keep eyeballs following their network channels. The
spots that they air are awesome because they are tied to the demographic that
the network is intended for.
In a different perspective, advertisers tend to buy into the
time slots that will reach the certain demographic that the network markets to.
Affiliate Model
TWDC has many affiliates, especially the local news
broadcasting affiliates on the ABC Networks. The Walt Disney Company can place
spots that appeal both to that local area and the show that they are marketing.
Subscription Model
TWDC is a big player on the TV screen. Unfortunately, TV is
not free (*cries*)… So, the subscription model ties to cable television or streaming
channels such as Hulu and Netflix. If audiences don’t subscribe to these
channels, then they will not receive the content that Disney puts out.
This is even true online. Even when trying to watch a show
online, you must provide your television provider information. Disney company
apps are also subscription-based.
Merchant Model
The merchant model is evident through the Disney Consumer
Products business under The Walt Disney Company. Through this segment, they
provide Disney related goods to consumers.
Raking In The Mula
The Walt Disney Company is one of the most valuable
companies in the world. So the business models they use are evidently very
profitable! I think that it is due to not only the collaboration of multiple
business models, but the way in which they each individually operate.
An alternate model that the company could possibly add into
the mix is the Utility Model. There are so many Disney fans that creating a
“pay as you go” structure would be profitable. One way this can possibly be
done is if they start a “Mickey Mouse Club” or something along those lines,
where people pay to receive incentives for going to parks and resorts, or
buying products.
Early Internet Failure
eToys.com made the mistake of ignoring the cost of business
versus revenue. The company was expensive to get started and never really
received any breathing room until they were acquired by Toys ‘R’ Us in 2009.
This failure does not compare to TWDC. Thankfully the
company had grown and had so much global recognition to the point that they
were educated in finding a balance between cost and revenue in the beginning.
As mentioned earlier, TWDC has shown that they are successful in balancing the
different revenue streams that they have.
Disney is said to be the world's best content marketing brand.
Analyzing Telly Hoopla
According to Blogger Analytics, traffic is coming from the
United States. Page view by browser is split down the middle with 50% of views
from Chrome and the other 50% from Safari. 71% of views are via Mac operating
system and the other 28% is via Windows.
According to Google Analytics, 88.24% of sessions have been
from the United States, 5.88% from Japan, and another 5.88% from Puerto Rico.
The blog has about a average session duration of 26 seconds. The duration in
which people are visiting my page can be improved. Reaching out to
professionals and striking up conversation about the blog can improve this.
Also, I plan to create icons that will make my content sharable.
Other Cool Blogs!
This blog follows GSD&M, Subaru, and Patagonia. I love
the companies that Kyle has chosen to follow in this project! They all have
such great marketing campaigns that make them recognizable by their target
audience. In particular, I like that he chose Subaru. They are so genius in
their storytelling and make themselves stand out as a reliable family brand
that they market themselves to be. This is especially evident in their commercials.
I want to know more about what they do digitally.
I love that Katie chose brands (Nike, Lululemon, and Under
Armour) that are within the same industry! It will be interesting to how you
compare the different athletic brands' marketing techniques against each other.
In particular, when I think of Nike, I think of their awesome print ads and
commercials. They are so smart in the way they relate the product that they are
marketing to the environment of the commercial. The creativity aligns so well
with the strategy.
Don’t forget to comment and strike up conversation. Thanks for
stopping by!
~Bri
