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Disney
Compania Walt Disney, un gigant global al produselor si serviciilor de divertisment cu o cifrå anualå de afaceri care atinge 27 de miliarde $, stie ce anume apreciazå clienTii la marca Disney: faptul cå le oferå o experienTå amuzantå si de divertisment autentic, având la bazå valori familiale tradiTionale.
Disney råspunde preferinTelor acestor consumatori prin utilizarea mårcii în cadrul mai multor pieTe de consum diferite. Så zicem cå toTi membrii familiei merg împreunå la un film Disney si toTi se amuzå copios: vor dori ca experienTa så continue. Disney Consumer Products, diviziunea de
306 Partea a III-a > Intrarea în conexiune cu clienTii < produse de consum din cadrul companiei Walt Disney, le oferå posibilitatea så facå exact acest lucru, prin linii de produse dirijate spre grupuri de vârstå specifice.
Så luåm exemplul filmului O fermå tråsnitå, lansat în anul 2004. Pe lângå produsul cinematografic, Disney a pus pe piaTå un album muzical cu coloana sonorå a filmului, o linie de jucårii si de håinuTe pentru copii cu eroina principalå a filmului, un element de atracTie tematic în parcurile de distracTii Disney si o serie de cårTi. La fel se întâmplase si cu un alt film Disney, din 2003, PiraTii din Caraibe, care acum avea spaTiu dedicat în parcurile de distracTii, un program de licenTå pentru bunuri de uz general, un joc video, un serial
TV si cårTi de benzi desenate. Strategia Disney este så construiascå segmente de consumatori în jurul fiecåruia dintre personajele sale, începând cu cele clasice, cum ar fi Mickey
Mouse si Albå ca Zåpada, si terminând cu cele noi, cum ar fi
Kim Possible. Fiecare marcå este creatå pentru un grup de vârstå anume si pentru un canal de distribuTie anume. Linia de produse Baby Mickey & Co. si linia Disney Babies îi vizeazå amândouå pe pårinTii sugarilor, dar prima se vinde prin magazine universale si prin buticuri specializate de cadouri, pe când ultima este o variantå mai ieftinå, care se vinde prin canalele pentru piaTa de maså. Linia Mickey’s
Stuff for Kids este dirijatå spre fetiTe si båieTi, în timp ce
Mickey Unlimited îi vizeazå pe adolescenTi si pe adulTi.
La televiziune, Disney Channel este destinaTia „de top“ la ore de vârf pentru copiii cu vârste între 6 si 14 ani, iar Playhouse
Disney este programul destinat prescolarilor, care îi vizeazå pe Tâncii între 2 si 6 ani. Alte produse, cum ar fi mårcile combinate cu cardul de credit Visa, îi vizeazå pe adulTi. DeTinåtorii cardurilor câstigå un „dolar Disney“ la fiecare 100 $ cheltuiTi pe card, pânå la maximum 75 000 $ pe an, dupå care îsi pot transforma câstigurile astfel acumulate în produse sau servicii Disney, inclusiv parcurile tematice si destinaTiile de vacanTå aparTinând companiei Disney, magazinele Disney, studiourile cinematografice Walt Disney si producTiile teatrale
Disney. Disney este prezentå chiar si în magazinele Home
Depot, cu o linie de vopsele pentru camera copiilor, sub licenTå
Disney, care are mostrele de culoare în forma urechilor lui
Mickey Mouse – clasica „semnåturå“ a mårcii Disney.
Disney acordå licenTe asupra personajelor sale si pentru produse alimentare. De exemplu, pe iaurtul Disney
Yo-Pals apar personajele din povestea lui Winnie UrsuleTul.
CutiuTele de iaurt cu capacitatea de 110 ml sunt dirijate spre prescolari si sub fiecare capac se gåseste o scurtå istorioarå ilustratå, care stimuleazå dorinTa de a citi si de a descoperi lucruri noi. Keebler Disney Holiday Magic Middles sunt biscuiTi dubli cu cremå de vanilie la mijloc, care au în efigie imaginea lui Mickey Mouse, a råToiului Donald sau a lui Goofy.
Integrarea tuturor acestor linii de produse de consum poate fi observatå în cazul programului „Kim Possible“, difuzat pe canale prin cablu. Serialul urmåreste aventurile unei fete de liceu aparent obisnuite, dar care în timpul liber salveazå lumea de tot felul de „råi“. Numårul unu în intervalul såu de audienTå, acest program a dat nastere unei mari varietåTi de mårfuri sub licenTå, oferite de sapte diviziuni din cadrul companiei Disney:
_ Disney Hardlines – rechizite scolare, cutii pentru sendvisuri, produse alimentare, decoraTiuni interioare.
_ Disney Softlines – îmbråcåminte sportivå, pijamale, haine de zi, accesorii.
_ Disney Toys – figurine din plastic, jucårii miscåtoare, jucårii de plus, animåluTe, påpusi, jucårii si figurine magnetice.
_ Disney Publishing – cårTi de povesti, romane de aventuri pentru copii, cårTi de benzi desenate.
_ Walt Disney Records – coloana sonorå a serialului Kim
Possible.
_ Buena Vista Home Entertainment – DVD-uri si casete video. _ Buena Vista Games – GameBoy Advance.
„Succesul mårcii Kim Possible este susTinut de faptul cå elementele de acTiune si aventurå din programul TV se transferå fårå probleme asupra produselor din multe categorii“, a declarat Andy Mooney, presedintele Disney Consumer
Products Worldwide. Rich Ross, presedintele Disney
Channel, a adåugat: „Copiii din ziua de azi vor o experienTå mai profundå cu personajele lor preferate de televiziune, cum este Kim Possible. Aceastå linie de produse amplificå experienTa spectatorilor nostri cu Kim, Rufus, Ron si alte personaje, permiTându-le copiilor så atingå, så vadå si tråiascå experienTa lui Kim Possible.“
Walt Disney l-a creat pe Mickey Mouse în 1928 (Walt voia så-si boteze personajul Mortimer, dar soTia lui l-a convins cå Mickey Mouse sunå mai bine). Primul lung-metraj muzical de animaTie al companiei Disney, Albå ca Zåpada si cei sapte pitici, si-a fåcut debutul în anul 1937. Aståzi, prezenTa peste tot a ofertelor de produse Disney este covârsitoare: una peste alta, copiii recepteazå anual peste 3 miliarde de semnale vizuale sau auditive legate de Mickey Mouse, în contexte de divertisment. Dar, asa cum spunea chiar Walt
Disney: „Sper din tot sufletul så nu pierdem din vedere un lucru foarte important: cå totul a pornit de la un soricel.“
Întrebåri spre discuTie
1. Care au fost factorii-cheie ai succesului pentru Disney?
2. Unde este vulnerabilå compania Disney? Care sunt pericolele de care trebuie så se påzeascå?
3. Ce recomandåri aTi face directorilor superiori de marketing ai firmei Disney, pentru activitatea lor în viitor? Ce anume ar trebui så fie ei siguri cå se va face, în desfåsurarea activitåTii de marketing?

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