The Product Promotion and Life Cycle of Disney

Disney is a well known brand across the globe; indeed, it is headed to achieving its mission to “Be one of the world's leading producers and providers of entertainment and information.” It is known to be the world leader majorly in five business segments; media networks, parks and resorts, studio entertainment, consumer products and interactive media. There is need therefore to have a thorough understanding of the possible product life cycle in the American market before the introduction of the product into the market. This can be done through analysis of NPI-new product introduction, growth and maturity.
New Product Introduction- the contemporary markets are competitive and in order for a new product to make an impact in the crowded market, it has to be of high quality, must be delivered on time and at the right cost (SMMT Industry Forum Ltd, 2017). With the market edge the Disney has across the globe, it will come into the new market with even better prices for packages that are equally good as other competitors in the entertainment market. The mission and objectives of the company will be well explained to the employees and they will form the campus of the direction of the company in the USA. The flexibility of the Disney products aforementioned will also make the NPI much easier, accompanied by the available technology to reach potential customers and constantly evaluating the customers experience with the new product will significantly expedite the introduction of the product into the market.
Growth – this will be observed and experienced through the continued acceptance of the new product in the new market. The younger generation will be the main target of the observation and evaluation, and with the observation of at least half of the youth buying into the Disney idea, it will be apparent that the product is growing in the new market.
Maturity – the Disney product will be seen to have achieved the maturity if the product achieves the mission of being the leading producer and provider of entertainment in the USA, well over and above the competition. At this point, there will be sustained campaigns to ensure the new product continues meeting the demands and aspirations of the young generation in the USA through the versatility and variability of the products provided in the market.
Media methods to be used in the NPI
The media will be at the center of not only the introduction of the Disney in the American market but also its continued sustenance. The central print media that will be used in this case will be the entertainment magazines. Here, there will be monthly features on Disney as a product, the features, the prices and the advantages that it has over the market products. This approach will tap into the relevant and focused readership since Disney is basically an entertainment industry.
On the other hand, the non print media cannot be ignored hence the entertainment tabloids will be the target here. The websites that are focused on selling online entertainment will provide a suitable platform to tap into the potential market through posting of information of the Disney products, the changes, the updates and the additional features that may come up over time. This platform will give the potential customers the space to give their comments and make any necessary enquires.
Elements of product and promotion
There are varied promotion that will be instrumental in ensuring the product gets an easy acceptance into the new market and the Disney staff get easy time in implementing the mission of the organization. Integrated marketing communication (IMC) is one of the most central elements to take care of, this will ensure there is coordinated marketing effort and that the efforts are focused towards the mission of Disney. This will be achieved through ensuring all the departments that affect the marketing of Disney share information and feedback with each other as well as holding regular strategic meetings.
Push and pull marketing- this will be widely used in ensuring the retention of customers and attraction of new consumers of the Disney products. In the push approach, the organization will engage in regular and rigorous advertising endeavors to ensure the largest number possible know of the products of Disney, the products will be pushed to them. In the pull approach, the Disney sales and marketing team will constantly come up with attractive packages of the entertainment products and messages that will attract the potential consumers to the products.
Public relations/strategies – this is yet another aspect that cannot be left out in the marketing chain since it will be the central tool in Disney gaining acceptance into the new market and widening the followership. The public relations will be achieved through engagements in corporate social responsibilities as well as fun activities within the various regions that Disney will have identified to ensure the community gains positively from the existence of the Disney company in those communities or states.
References
SMMT Industry Forum Ltd, (2017). New Product Introduction. Retrieved December 12, 2017 from https://www.industryforum.co.uk/expertise-3/new-product-introduction/