Segmentation, Targeting, Differentiation and Positioning For

Walt Disney
Walt Disney is mainly into four core businesses:

 Media networks

 Park & Resorts

 Studio entertainment

 Consumer products.

Walt Disney has divided itself into four main business segments: Studio
Entertainment, Parks and Resorts, Consumer Products, and Media Networks. The purpose
of these different segments is to integrate, and effectively operate in performance to
maximize exposure and growth (Disney Online, 2006)

It was Walt’s objective to provide a service in which every person would desire now,
as well as in the future. More than this, Walt Disney inspired to reach and touch as many
people as possible, providing an unsurpassed experience in the world of entertainment. The
firm’s stated objective is to be one of the world’s leading producers and providers of
entertainment and information (“Disney Online,”2006).

The Walt Disney Studios

The Walt Disney Studios is the foundation on which Disney was built, and at its heart
are world-renowned animated features and live-action motion pictures. With the creation
of Mickey Mouse and Snow White and the Seven Dwarfs, the world's first full-length
animated feature, the Disney name quickly became synonymous with quality entertainment
for the whole family.

The Walt Disney Studios distributes motion pictures under Walt

Disney Pictures - which includes Walt Disney Animation Studios,
Pixar Animation Studios and Disney Toon Studios - Touchstone
Pictures, Hollywood Pictures and Miramax Films. Walt Disney
Studios Motion Pictures International serves as the studio's
international distribution arm. Walt Disney Studios Home
Entertainment distributes Disney and other film titles to the rental
and sell-through home entertainment markets worldwide. Disney
Theatrical Productions, one of the largest producers of Broadway musicals, also includes
Disney Live Family Entertainment and Disney on Ice. Disney Music Group distributes original
music and motion picture soundtracks under Walt Disney Records, Hollywood Records, and
Lyric Street Records. Advancing its strategy of developing outstanding creative content,
Disney acquired renowned computer animation leader Pixar in an all-stock transaction
completed in May 2006. In February 2007, The Walt Disney Studios joined forces with
Academy Award-winning director Robert Zemeckis and his Image Movers
partners/producers Jack Rapke and Steve Starkey to form Image Movers Digital, a new state
of the art studio devoted exclusively to the production of performance capture projects.

Parks and Resorts

Disney's Parks and Resorts is not just home to Disney's beloved characters but the
place "Where Dreams Come True." The segment traces its roots to 1952, when Walt Disney
formed what is today known as Walt Disney Imagineering to build Disneyland Park in
Anaheim, California.

Since then, Parks and Resorts has grown to encompass the world-
class
Disney Cruise Line, eight Disney Vacation Club resorts (with more
than 100,000 members), Adventures by Disney (immersive Disney-
guided travel around the world), and five resort locations
(encompassing 11 theme parks, including some owned or co-owned
by independent entities) on three continents:

Disneyland Resort, Anaheim, California

Walt Disney World Resort, Lake Buena Vista, Florida
Tokyo Disney Resort, Urayasu, Chiba
Disneyland Resort Paris, Marne La Valle, France
Hong Kong Disneyland, Penny's Bay, Lantau Island

Wherever the Guest experience takes place � in our parks, on the high seas, on a guided
tour of exotic locales, through our vacation ownership program -- we remain dedicated to
the promise that our Cast members turn the ordinary into the extraordinary. Making
dreams come true every day is central to our global growth strategy.

Disney Consumer Products

Disney merchandising began in 1929 when Walt Disney was approached by a
businessman interested in placing Mickey Mouse on the cover of a children's writing tablet.
Disney Consumer Products and affiliates (DCP) extend the Disney brand to merchandise
ranging from apparel, toys, home décor and books and magazines to interactive games,
foods and beverages, stationery, electronics and fine art. This is accomplished through DCP's
various lines of business which include: Disney Toys, Disney Apparel, Accessories &
Footwear, Disney Food, Health & Beauty, Disney Home and Disney Stationery.

Disney Publishing Worldwide (DPW) is the world's largest publisher

of children’s books and magazines, reaching more than 100 million
readers each month in 75 countries. Disney's imprints include Disney Libri, Hyperion Books
for Children, Jump at the Sun, Disney Press, and Disney Editions.

Other businesses involved in Disney's consumer products sales are [Link], the
company's official shopping portal and the Disney stores retail chain. The Disney stores
retail chain, which debuted in 1987, is owned and operated by an unaffiliated third party in
Japan under a license agreement with The Walt Disney Company. Disney owns and
operates the Disney Store chain in North America and Europe.

Media Networks
Media Networks comprise a vast array of broadcast, cable, radio, publishing and
Internet businesses. Key areas include: Disney-ABC Television Group,
ESPN Inc., Walt Disney Internet Group, ABC owned television stations,
and a supporting headquarters group. Marketing, research, sales and
communications functions also exist within the segment.

The Disney-ABC Television Group is home to all of Disney's

worldwide entertainment and news television properties. The Group
includes the ABC Television Network (including ABC Daytime, ABC
Entertainment Group and ABC News divisions); the Disney Channels
Worldwide global kids' TV business, ABC Family and SOAPnet; as well
as television distribution divisions Disney-ABC Domestic Television and Disney-ABC ESPN
Television. The Disney-ABC Television Group also manages the Radio Disney Network,
general interest and non-fiction book imprint Hyperion, as well the Company's equity
interest in A&E Television Networks.

ESPN, Inc., The Worldwide Leader in Sports, is the leading multinational, multimedia sports
entertainment company featuring the broadest portfolio of multimedia sports assets with
over 50 business entities. Sports media assets include ESPN on ABC, six domestic cable
television networks (ESPN, launched in 1979; ESPN2; ESPN Classic; ESPNEWS; ESPN
Deportes; ESPNU), ESPN HD and ESPN2 HD (high-definition simulcast services of ESPN and
ESPN2, respectively), ESPN Regional Television, ESPN International (31 international
networks and syndication), ESPN Radio, [Link], ESPN The Magazine, ESPN Enterprises,
ESPN Zones (sports-themed restaurants licensed by ESPN), and other growing new
businesses including [Link] (Broadband), ESPN Mobile Properties (wireless), ESPN
On Demand, ESPN Interactive and ESPN PPV. Based in Bristol, Ct., ESPN is 80 percent owned
by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company. The Hearst
Corporation holds a 20 percent interest in ESPN.

About Disney Interactive Media Group

The Disney Interactive Media Group (DIMG) is a segment of The Walt Disney
Company (NYSE: DIS) responsible for the creation and delivery of Disney branded interactive
entertainment and informational content across multiple platforms including online, mobile
and video game consoles around the globe. DIMG core businesses include Disney Interactive
Studios, which self publishes and distributes a broad portfolio of multi-platform video
games, mobile games and interactive entertainment worldwide; and Disney Online, which
produces the No. 1 Community-Family & Parenting Web site and an industry-leading suite of
online virtual worlds for kids and families.

Since this is an integrated website, which includes references to The Walt Disney
Company and/or its affiliated entities, "Disney" or the "Company" means, as appropriate,
The Walt Disney Company and/or one or more of its affiliated companies.

Segmentation & Targeting

As Disney is in various types of entertainment business and each business has some
set of different target customers. And because of this they have segment their each
business into special set of entertainment category. I have analyzed Disney’s various
advertising and pricing strategy by which segmentation of Disney’s can be explained.

Descriptor Studio Parks & resorts Media networks Consumer

Products
Entertainment

Demographic Pre-teen Mainly Families Teens, Teens &

children & $25000- youngsters, families, $15000
family, $15000 $50000, $15000
Holidays Summer
Holidays
Geographic Urban & semi Urban cities Urban & semi Urban & semi
urban cities urban urban

Behavioral Self orientated, Status- Looking Look at me, self

Pursue for orientated Entertainment orientated
entertainment