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Internation Marketing

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Submitted By zachpete
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1. Why is it necessary for Disney to build brand awareness in China and other emerging markets?

Disney has to build awareness in China and other emerging markets because they will soon be major driving forces in terms of revenue. China is currently moving towards economic freedom and the closer it comes to that it that a massive market will emerge. Even broader than China, BRIC (Brazil, Russia, India, and China) has been identified as areas of rapid growth in the future, and having a foothold there helps ensure positive results and give them strong brand recognition when it occurs.

2. Do you agree with Disney’s decision to pursue a localization approach in emerging markets?

I fully agree with Disney’s decision to pursue localization as its approach to emerging markets. Cultures vary far too much for a global approach, with each country and region having their own unique values and beliefs on just about everything, their customary United States approach would likely falter (as it did in Hong Kong Disney’s first year of existence, falling short of expected customers). Perhaps one of the most important reasons a localization approach is needed is because of the way people unconsciously react to things. Many cultures react to colors, symbols, and even gestures entirely different. With this in mind, evaluating how each culture responds to these things can only help promote positive effects. I personally thought the play on “Year of the Mouse” in the Chinese calendar involving Micky and Minnie Mouse while having them wear red, symbolic of good luck to them, was a very smart marketing ploy.

In India Disney is partnering with local film production companies to open their own channel and create content that is not only entertaining, but supported by their culture. This is a big step they can take in India, while not in China because of its television

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