BX3083 Strategic Marketing Report: Disney+ Service in Singapore Market

This report provides a strategic marketing analysis of the Disney+ streaming service, focusing on its potential launch in the Singapore market. It begins with a product and service analysis of Disney+, highlighting its features and positioning as a direct-to-consumer video streaming platform. The report then delves into competitor analysis, identifying key players like Netflix and evaluating Disney+'s competitive advantages, such as its brand recognition and content library. Furthermore, it examines the target market for Disney+, segmenting it by age and interests, and discusses the marketing strategies Disney can employ to attract customers. The report also includes a SWOT analysis, considering the strengths, weaknesses, opportunities, and threats associated with launching Disney+ in Singapore. Finally, it concludes with recommendations for Disney+ to successfully penetrate the Singapore market, including strategies for advertising, sales promotion, and public relations. The report uses the information to critically analyse the marketing issues and problems using a range of strategic marketing tools and frameworks, and develop appropriate marketing strategies. A Gantt chart with required steps to carry on the final marketing plan report having duration of the project activity details is also included.

Running head: STRATEGIC MARKETING
STRATEGIC MARKETING
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Table of Contents
Company....................................................................................................................................1
Product or Service Analysis.......................................................................................................1
Competitor Analysis...................................................................................................................1
Target Market.............................................................................................................................1
Conclusion..................................................................................................................................1
References..................................................................................................................................1
Appendices.................................................................................................................................1

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Company
Disney+ refers to a direct customer video streaming service launched by The Walt
Disney Company. It is a type of direct-to-consumer video business used globally along with
the ESPN+ that is a premium sports streaming service, Pixar, Star Wars, National
Geographic, and BAMTECH Media. Disney+ was started by Walt Disney Direct-to-
consumer and International unit of The Walt Disney Company and was introduced on 12
November 2019. First Disney+ service was started as a domestic service; however, later on,
The Walt Disney Company marked to expand it internationally. In the field of media and
entertainment, The Walt Disney Company, occupy leading position in the competitive market
(http://www.disney.in/). The company is operating in more than 40 countries, and all the
employees and members of the company work towards creating innovative entertainment
experiences that are loved by customers all over the world. In this report, we are going to
discuss the Disney+ service product and what must be the strategic marketing techniques that
will help the company to launch this product in Singapore.
Product or Service Analysis
Disney+ is a video streaming platform. It is an innovative creation of The Walt
Disney Company and is a subscription video-on-demand streaming service. Disney+ mainly
associated with offering services such as distributing films and television series that is
produced by Walt Disney Studio and Walt Disney Television. Presently this amenity is
enjoyed by many countries such as Australia, Spain, the US, UK, Canada, and many other
countries and even receiving positive feedbacks. It mainly deals with brands like Marvel,
National Geographic, Pixar, and Lucas. Many new and original series are even distributed in
this platform. Disney+ uses the advanced technology developed by Disney Streaming
Services. At first, on 12 November 2019 was launched in the US, Canada, and Netherland.

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Later on, it expanded to different countries. The service was appreciated for its excellent
content and high-quality video; however, there was an issue related to the technical problem
that arises after the launch of the product. The direct to customer video streaming service
attract huge media attention for its exciting movies and television series. The mission is to
deliver service to the global audience by they can access the content as per their convenience.
People all over the world love Disney characters. Disney+ is a combination of Disney
beloved characters, epic spots events, ancient stories related to Disney production, and much
more exciting series that are loved by customers. The company's primary aim is to provide
world-class direct to-customer video services to people all over the world. The service
subscription cost ranges from $6.99 to $12.99 per month. If the product life cycle analysis is
conducted for this video streaming service, then we can say that Disney+ is in the growth
stage as recently it has been introduced, and it will take time to expand its services like any
other Disney product. Even this product proves to obtain profit for the company and is an
early adopter by the people. If the marketing point of view is taken into consideration, then
we can say that the service is rapidly expanding and even advertisement for this new service
is done in the mass market to attract more customers. It is the right time for the company to
launch its Disney+ service in the Singapore market as recently it has been launched by the
Walt Disney Company and it is quite evident that Disney product is itself a brand, and very
fast they gain the customer attention as soon as they are launched in the market. If SWOT
analysis is evaluated Disney+ in Singapore, then it has various opportunities such as the
video streaming service that offers popular movies that are produced by Walt Disney and
loved by almost all people across the world (Huang& Sarigöllü, 2014). Even Disney+ is a
new project for company, and it must try to introduce this service in the new market. Even
though Disney+ is new to the streaming business, but it has an innovative marketing strategy
that is unique and even attracts customer attention within a short span (Keegan, 2017). The

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company needs to manage its financial planning as it has numerous investments associated
with different products. Even Disney has claimed to Wall Street that Disney+ will gain
subscribers between 60 million and 90 million worldwide by 2024.
Competitor Analysis
Disney plus must ensure the people of Singapore that the video streaming service
application is not only for the teenagers or those who are fond of the Disney characters
instead the marketing strategy must be prepared in such a way that will reflect that the
application can be used by all age-groups (Londhe, 2014). It needs to clear that Disney+ is
not a channel application of Walt Disney Company, but it an online video streaming service
that offers all Disney movies and exciting television series. Disney+ main competitors can be
Netflix as it is one of the most popular direct-to-consumer video streaming competing in the
market. Netflix has users all over the world, and even it has experience in the industry that
can give fierce competition to Disney+. Even Disney made it clear to its shareholders that it
will pull out all its movies from Netflix. Disney+ has unmatched brand recognition, excellent
premium content, and a unique ecosystem to market the service in Singapore (Dimoff, 2014).
Disney services are assumed modest if seen in terms of price and amount of content as
compared to Netflix. Even if the content is compared, Disney has more content such as
original shows and movies consisting of Marvel and Star Wars. The company needs to
analyze the demand of the people in Singapore related to the online video streaming industry
and must take advantage of coiling up a campaign in relevance. Disney+ gave fierce
competition to many competitors in the market, such as prime video, Netflix, Apple TV, and
many more. This time also it is assumed that it will come out in flying colours in the
Singapore market. Disney has established its brand in such a manner that it will be
appreciated in markets and even will have a perception that Disney products are always
outstanding. Disney+ is already offering excellent quality, features, brand, services, and many

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more attributes that will help to attract more customers (Calandro, 2019). Disney can
implement specific advertising strategies, such as sales promotion in shopping malls and
popular tourist places to attract customer attention. Public relations and social media can be
used for marketing the streaming service (Hanssens et al., 2014). Nowadays, consumers are
well aware of all products, and before using any product or services, they evaluate all the
aspects, and this case, Disney can use its brand image to attract more customers to use this
video streaming service.
Target Market
Disney+ target market varies from children to teenagers and even adults. The
company mainly follows segmenting, targeting, and positioning of the product. If company
past demographics are taken into consideration, it targets the 18 to 24-year individuals. This
age group is interested in watching the Marvel television series and movies. The households
with kids will be mainly interested in Disney franchises and live-action movies (do Patrocínio
et al., 2018). Whereas older consumers will be more interested in National Geographic and
Star Wars. Disney is one of the most followed entertainment brands in the South East Asian
region. When the analysis has been conducted in the market, most of the poll respondents
stated that they would prefer to use a Disney+ subscription along with other streaming
services (Datta, Ailawadi & Van Heerde, 2017). Netflix and Amazon have boosted up their
production on original projects. However, Disney+ includes original content to entice
customers to keep their subscriptions. Even though Netflix has more new television series
and even has a good number of subscriptions, Disney+ has movies related to beloved
characters of Walt Disney and exciting sports that will be loved by numerous customers
(Aghaei et al., 2014). Even it can give discounts to those customers who will buy a
subscription to all its streaming services. The company can even focus on the fantastic feature
of the service that will allow a customer to offline viewing as long as they are an active

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subscriber of the service application (Khan, 2014). Disney acquired Marvel, Lucas, and
National Geographic and thus can give a tough competition to popular streaming services
such as Netflix and even in Singapore, and it is expected to obtain a leading position in the
market. The company's main secrets weapon is the famous characters that people admire and
feel a secure emotional connection to, and they are using that to their advantage.
A Gantt chart with required steps to carry on the final marketing plan report having duration
of the project activity details.
Conclusion
Lastly, the report concludes it is the right time that Disney+ must be introduced in
Singapore as recently it has been launched and is in its growth stage. It has received positive
feedback from the market in which it is operating and even standing out in the streaming
service industry. Disney Company already has a strong brand reputation in the worldwide
market, and this is one of the significant advantages of the company to introduce its new
product in a new market. The company could use robust marketing mix strategies in the new

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targeted market and can excel in the business like other Disney products. However, the
company must critically analyze the market condition and try to target its customers in an
efficient way that will attract more customers and will even meet customer expectations.

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References
Aghaei, M., Vahedi, E., Kahreh, M. S., & Pirooz, M. (2014). An examination of the
relationship between services marketing mix and brand equity dimensions. Procedia-
Social and Behavioral Sciences, 109, 865-869.
Calandro Jr, J. (2019). M&A deal-making: Disney, Marvel and the value of "hidden
assets". Strategy & Leadership.
Datta, H., Ailawadi, K. L., & Van Heerde, H. J. (2017). How well does consumer-based
brand equity align with sales-based brand equity and marketing-mix
response?. Journal of Marketing, 81(3), 1-20.
Dimoff, C. (2014). Dispensing Strategic Marketing Decisions. Note from the Editor 3, 4.
Disney India. (2020). Disney India | The Official Home For All Things Disney. Retrieved 31
March 2020, from http://www.disney.in/
do Patrocínio, R. F., de Almeida Souza, J. L., Santos, C. T. O., & Martins, K. S. (2018). The
vision of the Disney World: an experience marketing study at The Walt Disney
Company. Archives of Business Research, 6(9).
Hanssens, D. M., Pauwels, K. H., Srinivasan, S., Vanhuele, M., & Yildirim, G. (2014).
Consumer attitude metrics for guiding marketing mix decisions. Marketing
Science, 33(4), 534-550.
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
Keegan, W. J. (2017). Global marketing management. Pearson India.

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Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), 95.
Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics
and Finance, 11(1964), 335-40.

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Appendices
 Almost over 50% of the population age group of 18 to 38 years already subscribed to
Disney Pus.
 Around 53% of population age group between 39 to 53 years have Disney+
subscription mainly for their children.
 41% of males use Disney plus as compared to 33% of females.
 Even it is seen that 33% males have unsubscribed from other streaming platform after
signing up for Disney+, 22% of females done the same thing.
 51% of Millennials and Gen Zers has viewpoint that Disney+ has same features as
that of Netflix.
 48% of Gen Zers and 40% of Millennials thought that Disney+ is better than Amazon
Prime application.
These are the information that are obtained just after three months of the lunch of
Disney+ in few countries namely US, Canada, New Zealand, Australia, and Netherland.