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Event Marketing Assignment (Doc)

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Added on  2020-04-15

Event Marketing Assignment (Doc)

   Added on 2020-04-15

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Running head: UNDERSTANDING MARKETING AND EVENTUnderstanding Marketing and Event-A case of Walt DisneyName of the Student:Name of the University:Author’s Note:
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1UNDERSTANDING MARKETING AND EVENTContentsIntroduction......................................................................................................................................2Discussion........................................................................................................................................2Findings and Analysis......................................................................................................................21) Special Events Definition and Classification..............................................................................22.1) The key marketing activities undertaken by Disney are..........................................................32.2 ) Role of Events in Marketing Strategy....................................................................................43) Role of Marketing Mix and its usage by Disney.....................................................................44 a) The open-air screening of one of the films of Disney should target specific audience............5Segmentation................................................................................................................................5Targeting and Positioning............................................................................................................64b) Consideration of risk management for planning the event........................................................6Conclusion.......................................................................................................................................7Reference List..................................................................................................................................8
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2UNDERSTANDING MARKETING AND EVENTIntroductionThe Walt Disney Company has entertained audience for 75 years. The joint venture ofWalt Disney and his brother Roy led to the formation of the Disney Brothers Cartoon Studio inthe year 1923. The company produced two movies after three years and a studio was purchasedin Hollywood, California by the company. In 1932, the Silly Symphony cartoon of the companyenabled the company to win Academy Award for Best Cartoon. In 1934 Disney started makingfilms like Snow White and the Seven Dwarfs. In the year 1955, the first theme park of Disneywas opened in California. Disney organizes tours, events and parades in theme parks (Watts2013).Disney ventured into merchandising and continued producing films and expandedconstruction of theme parks. In the year 1983, the Tokyo Disneyland was opened and this wasthe first international venture of the organization. The Disney channel on cable is an example ofthe wider market which Disney has served in the past few decades.
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