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Case 3
Disney
Chapter 6
1. What does Disney do best to connect with its core consumers?
family oriented
new areas to reach an older audience. Family is the most important consumer buying unit in
many societies. Children have a strong influence on family buying behavior. Disney also
provides experiences and products for people in different life cycle stages. Disney successfully
2. What are the risks and benefits of expanding the Disney brand in new ways, such as
video games or superheroes?
entertainment experience and related products (theme parks, feature films, television networks,
theatre productions, and consumer products) in the world.
The instructor would also ask: Is Disney overextending its brand? How far can the brand be
stretched without losing value?
Student answers would vary. Disney is growing similar to the way other major companies have
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