Chapter 10 : Product Concepts 

The Walt Disney Company Product Line & Product Mix 

Product Modification From my previous blog I mentioned that the Disney Company made adjustments to the Disney store. This would be considered as Product modification to its Product line of consumer products, because they took advantage of the new technological era. They made developments to personal selling with new mobile checkouts after seeing how successful Apple were, being the first company to use mobile checkouts. Product Line Extension

The Walt Disney company made extensions to its product line of Parks & Resorts when they decided to open up more parks and resorts abroad such as, Disneyland Paris (1992), Tokyo Disneyland (1983), Hong Kong Disneyland (2005), Aulani Disney Resort (2011). Disney also plan on opening Shanghai Disneyland in 2015, and maybe in the near future Disney might even extend this product line to opening a Disneyland in Zimbabwe to be the first Disneyland in Africa.

Planned Obsolescence & Style Modification Disney has modified its product line of Studio Entertainment, by having products such as their VHS (videos) become obsolete because of the change in technology and become replaced by DVDs. Soon enough DVDs will be obsolete and Disney have already thought ahead and made agreements with Netflix’s to stream Disney movies online starting 2016.

Also all of the Studio Entertainment product line’s, brand names have been renamed from Buena Vista to Walt Disney Studio Entertainment or Disney. For example Walt Disney Studio Entertainment used to be called Buena Vista Home Entertainment, Disney Music Group used to be called Buena Vista Music Group and so on and so forth.

Repositioning Walt Disney has repositioned most of its media and cable products line but I shall only discuss Disney Channel, which was originally called, The Disney Channel. Disney changed the Disney channel by decreasing the amount of classical Disney films they aired and replaced them with Disney shows such as, Hannah Montana, Jessie, Austin & Alley, and Ant Farm in order to shift its target audiences more toward pre-teens but continue to cater to family audiences at night. Branding As of November 2013 The Walt Disney Company, placed 17th place on the Forbes “Worlds Most Val-uable Brands” list. From this information we gather that Disney has strong, brand equity, global branding and obviously as mentioned in every blog brand loyalty enough to earn 17 place for the “Worlds Most Valuable Brand” Disney Brand Mark is :

Co-Branding Disney has Co-Branded with many different companies but I shall only mention one company, which is McDonalds. McDonalds produces Disney character themed toys to give away with its happy meals which benefits Disney because every time a new Disney movie comes out McDonalds promotes/advertises it by giving away toy character with its happy meals. In the other hand Disney opens McDonald restaurants in their Parks so that visitors are exposed to McDonalds while in the park which is another form of advertising because its everywhere they look while traveling in the park. This is a win-win situation since McDonalds was also placed on the “Worlds Most Valuable Brand” list as number 6. Overall both brands have very strong brand equity & by working together they will only earn much more success.