Disney Brand Strategy.docVIP

 PAGE \* MERGEFORMAT 10 Disney Brand Strategy ‘We have no marketing department. ‘This is not what do you expect from the big consumer products company had to listen to the words of president. But the Disney Consumer Products (DCP), president Andimuni do is just say. The company has several multi-billion dollar business and all products covered with a Mickey Mouse or Walt. Disney’s other cartoon character tags. ‘I did not market the budget, no marketing department. ‘Mooney added. ‘We only have product. ‘Of course, he may also wish to say that his company is only marketing department, which depends entirely on how you look. For Mooney, the good product and good marketing is one thing, this view of his 20 years at Nike did draw conclusions. He was initially appointed chief financial officer of Nike, the United Kingdom and eventually appointed chief marketing officer. In December 1999, Mooney to the Disney job. He said, ‘Nike’s marketing most of the product itself through to completion. ‘ In the past five years, Mooney this way of thinking has also penetrated into the DCP, to Disney, the entertainment giant a lifeless, useless arm, transformed into innovation and responsibility, an increase of a huge money-making department. In Mooney’s ‘active license’ strategy with the support of, DCP’s product managers with the R amp;amp; D personnel, as well as licensed operators have a common design of the new Disney brands and types. Under his leadership, Disney’s products retail sales rose to 12 billion U.S. dollars from 21 billion U.S. dollars, not including the Group’s retail chain sales. DCP hodgepodge of culture Mooney arrived in ‘Mickey Mouse homes’ time, the prospects may be not so wonderful. At that time, companies look at product development as a god of plague. Companies have been sold to third parties the right to the production of the brand manufacturer, Disney’s movie studio shoot anything, what they sell. In other words, since the 1929 Walt Disney Mickey Mo