14 Aug I have a marketing assignment. A business memo on a Disney Franchise. Please fin

I have a marketing assignment. A business memo on a Disney Franchise. Please find the assignment details in the attached file.Disney The Happiest Brand on Earth CASE STUDIES 1 © iStockphoto.com/Bill Noll / ©iStockphoto.com/OSTILLn 2006, Disney’s Pixar released the hit movie Cars, which grossed $462 million worldwide. Since then,Cars merchandise has generated over $2 billion in sales each year. Pixar has since created a series of Carsshorts to be aired on the Disney Channel with a subsequent DVD release. A Cars sequel was released in2011 along with an online virtual gaming world on its Web site to help build hype. In 2012, Disney’sCalifornia Adventure theme park opened its 12-acre Cars Land attraction. At Disney, the brand is thename of the game, and the cross-platform success of the Cars franchise is by no means an exception tothe rule. Disney also has the Jonas Brothers, Hannah Montana, High School Musical, the DisneyPrincesses, Pirates of the Caribbean, and the list goes on and on. The man behind the magic is Disney’sCEO, Bob Iger, who has lead a dramatic revitalization of the Disney brand since succeeding longtime headMichael Eisner in 2005. When he first took the post, his strategy shifted Disney’s focus to its stable of“franchises.” These franchises are distributed across Disney’s multiple company platforms and divisions,such as Disney’s various television broadcast platforms (the Disney Channel, ABC, ESPN), its consumerproducts business, theme parks, Disney’s Hollywood Records music label, and Disney’s publishing arm inHyperion, just to name a few. Iger’s franchise strategy has been supported by the other major move hemade upon first becoming CEO. On his first day on the job, Iger told the board that revitalizing Disney’sanimation business was a top priority, which would be improved through the purchase of Pixar. As partof Iger’s franchise strategy the deal made perfect sense, as many of Disney’s latest television shows,theme park rides, and merchandise were based on Pixar characters. Finding a new market to push theDisney franchise into became a priority as well. With the Walt Disney Company experiencing flat growth,it was becoming evident that Disney had missed some opportunities for broader success due to anarrowing of its target market, which was at the time largely associated with younger children. Iger’s firstmove was to broaden Disney’s viewership by moving the Disney Channel from premium to basic cableand launching local versions in key global markets. Then, Disney began pushing franchises to capture therapidly growing tween market. Putting its support behind the Disney Channel’s High School Musical,Hannah Montana, and the Jonas Brothers (who were emerging out of Disney’s music label), Disneyquickly generated a series of franchise juggernauts in the tween-girl market. Though Disney’s focus hasremained on familyfriendly fare, Iger has shown a new willingness to look to even broader markets, if itfits with the Disney brand. Disney’s Pirates of the Caribbean, the first Disney film with a PG-13 rating,played a major role in refocusing the brand, being based on the classic theme park ride, and it alsohelped expand the Disney appeal to older kids and even adults. The Pirates and Cars franchises alsoprovided preliminary steps for Disney’s latest endeavors to crack the tween-boy (age 6 to 14) market,one traditionally difficult for media companies to sustainably capture. Their efforts focus around the newDisney XD channel, with a broad range of offerings, such as potential new franchises like the sciencefiction action-adventure show Aaron Stone and showcases of new musical talent. Disney will also be ableto leverage ESPN to create original sports-based programming. The recent acquisition of MarvelEntertainment also provided Disney with a broad stable of material to create content for that platform.The channel is accompanied by a Disney XD Web site, which will promote the channel’s programs, aswell as offer games and original videos, social networking, and online community opportunities. As itcontinues to expand and provide new franchise offerings, Disney looks to have relatively strongmomentum. The success of its cross-platform franchise strategy has certainly helped

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