Advertising and Public Relations (17)

Disney Channel use slogans to advertise the channel.

• Everything You Ever Imagined and More April 18, 1983–September 1983
• Family Entertainment You Can Trust. September 1983–1985
• For the Family. All of It. 1985–1986
• Disney's Our Channel 1986–1988
• America's Family Network 1988–1997
• Our Stars, Your Place. Everyday. 1997–2002
• Express Yourself 2001–December 31, 2007
• Made Just for You 2002–2009
• Dreams Come True 2009
• Believe in Yourself January 1, 2010-February 2, 2010
• Follow Your Dreams February 2, 2010–May 28, 2010
• It's On! May 28, 2010-September 7, 2010
• The Best Place To Be. September 7, 2010–present

Also, Disney Channel only airs commercials of their programming advertising themselves only. With advertising through television, Disney Channel reaches a broad audience. During the commercial break, the audience is convinced to watch a new television series, next episodes of their favorite shows, latest original movie, etc. Disney Channel also sponsors. In 2008. Disney Channel UK teamed up with Woolsworth for a talent show called My School Musical based on Disney Channel's original movie, High School Musical.

Consumer Decision Making (6)

Disney Channel is a product that is considered a want. The market does not need to or have to watch the shows or buy the products related to Disney Channel. Disney Channel consumers want to enjoy the favorite entertainment and are willing to support it. Although most of Disney Channel's market is made up of children and teenagers, the consumers are also adults. These adults are mainly parents of the viewers who purchase the goods for their children.

The Marketing Environment (4)

The demography of Disney Channel viewers are children including tweens from ages 8 to 14. Tweens are the main consumers of Disney Channel products from DVD sets of the television shows to the soundtracks. Also, multiculturalism is present in Disney Channel; many ethic groups tune into the network and are represented on the channel. Another environmental fact Disney Channel faces is competitive factors. Other networks such as Cartoon Network and Nickelodeon share the same demography and industry.

History and Mission Statement

Owned by The Walt Disney Company, the Disney Channel has be established since April 18, 1983. With The Walt Disney Company's mission statement:

"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.",

the Disney Channel's goal is  to stream entertainment television for children with original series and movies. The first airing show was Good Morning, Mickey! starring Disney Channel's iconic mascot, Mickey Mouse. Now, Disney Channel is part of Disney Channels Worldwide, which includes Disney XD, Playhouse Disney, Disney Cinemagic, Hungama TV and Radio Disney. Disney Channel has launched the careers of many celebrities such as Britney Spears, Jennifer Love Hewitt, Fergie, Justin Timberlake, and Keri Russell. Disney Channel continues to launch people's careers including Miley Cyrus and Selena Gomez, extending into the music, cinematic industries and more.

Retailing (15)

Today, I decided to visit a store called UNIQLO. After seeing the advertisements in almost every subway cart and feeling the winter temperatures, I visited UNIQLO for they sold heat generating clothing, called Heattech, that would prevent bulking outfits. With only one location in the United States, I was lucky that is was in New York City. Located in Soho, they neighborhood was a bit crowded full of shoppers. I felt somewhat overwhelmed but excited to check out the product. After arriving, I was a bit confused and disoriented. The store was crowded with consumers and somewhat disorganized. After about 5 minutes of wandering aimlessly, I gave in to search for assistance. I found help quickly and asked for the coats but to my surprised he acknowledge that not all the clothing was Heattech. With the ads on the trains, I was under the impression that everything from coats to socks were Heattech. This made my search  even more difficult. Although there was a section for the Heattech clothing on each of the 3 floors, I found several of the products out if its place. Once I choose some products to try out, nothing I originally planned on buying for the socks and gloves I also needed were sold out, I stood on a line for check out. There were about 10 people in front of me and 10 registers. It didn't take long for me to reach the front of the line. As I stood patiently for my turn, the cashier calls for next person on line with credit or debit and this repeats about 10 times. I felt as if the store did not want my cash; isn't it more reliable? I finally reached a register and the cashier was quiet but polite and my shopping experience was over. Overall, I was satisfied with the prices and customer assistance but the fast, busy crowd was very distracting and nerve wrecking. I will try to go visit the store again when I have more time; hopefully, I will have a more pleasant experience.

I wasn't able to take any pictures of the store but here is a picture of my products.  I bought a down feather coat, a Heattech sweater, a Heattech body warmer, and Heattech leggings.

Where Do My Clothes Come From?

I looked up where my clothes where made: my Converse sneakers, jeans, and coat were all made in China, my Paramore band t-shirt was assembled in Mexico with components from the United States, and only my American Appearl hoodie was made in the United States.

Developing a Global Vision (5)

Disney Channel is a multinational corporation that airs in over 160 countries around the world including Italy, Spain, Japan, and Brazil.

Customer Relationship Management (21)

Social Irresponsibility

Disney Channel has been accuse of social irresponsibility. With Disney Channel fans looking up to many of its starlets, some of the female actresses fall into scandals that shake Disney's image. Incidents, such as Vanessa Hudgen's and Adrienne Bailon's nude pictures being leaked, anger the parents of their fans questioning whether the actresses are good role models for their children and some even urging Disney Channel to released them from their contracts. Most recent scandal involving Miley Cyrus, who is no stranger to criticism from parents. A video of Miley Cyrus smoking salvia, a hallucinatory substance illegal in some states, has been leaked. This shows social irresponsibility because this can lead to Disney Channel's viewers and fans to simulate the actions of these stars.

Ethics and Social Responsibilty (3)

Disney Channel has shown corporate responsibility through “Disney’s Friends for Change: Project Green”and recycling and waste reduction projects. Disney Channels airs commercials promoting eco-friendly lifestyles to help children take care of the earth with the help of their actors to attract their fans. Disney Channel stars, also, support many organizations including American Diabetes Association, Nothing but Nets, St. Jude's Children's Research Hospital and the Children's Hospital Los Angeles.

http://planetforward.ca/blog/tag/disney-channel-project-green/ 

Strategic Planning for Competitive Advantage (2)

In early 2010, Disney Channel announced that their marketing strategy will revolve around the "modern face" and new group of children that are more tech savvy. Hannah Montana is a television show that has helped with this new marketing approach. With millions of Hannah Montana books, cds, and movie box office sold throughout the world, the television series has developed a "modern face" for Disney Channel. Also, Disney used interactive marketing by creating game shows, Hannah Superfan and Hannah-oke, that allows fans to fight for the title of the biggest Hannah Montana fan and sing along to songs from the hit show. Recently, the cast of Mean Girls 2 was announced listing most of the actresses from Disney Channel shows; this helps diversify Disney Channel's audience by attracting the audience who loved the first installment of the movie.

http://www.marketingweek.co.uk/news/disney-channel-refocuses-marketing-strategy/3009155.article

http://www.allheadlinenews.com/articles/7020747267?%E2%80%9CMean%20Girls%202,%E2%80%9D%20Premiering%20On%20ABC%20Family,%20Drops%20Lindsay%20For%20Disney%20Channel%20Stars

Segmenting and Targeting Markets (8)

The Disney Channel's target market is kids and "tweens" from ages 3 through 14. With that being said, Disney Channel has attracted their target market with great success. In recent ratings, Disney Channel ranked as the number 1 network within the ages of 9 and 14 and number 2 within the ages of 6 and 11.

 Also, Disney Channel has teamed up with Netflix to provide online streaming of original movies and television episodes. This creates a marketing segmentation for those in the target audience who use the internet and who cannot view the television series during airing times.

Developing and Managing Products (11)

The Disney Channel is constantly creating new products by airing new television shows and original movies. On April 18, 1983, Disney Channel was a new-to-the-world product that presented itself for the first time to its market. Also, each program aired on the network was a new-to-the-world product provided by Disney Channel. Recently, Disney Channel has had tremendous success with the High School Musical series. After the first film and its reception, the movie signed up for a sequel and triquel. By 2011, "Sharpay's Fabulous Adventure," an original movie spin-off of "High School Musical" will be released. Another new product for 2011 is the expansion of the "Wizards of Waverly Place" product line by premiering the sequel to "Wizard of Waverly Place: The Movie."