Disney Channel is a multinational corporation that airs in over 160 countries around the world including Italy, Spain, Japan, and Brazil.
Thursday, December 16, 2010
Wednesday, December 15, 2010
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.
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.
Thursday, December 9, 2010
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.Thursday, December 2, 2010
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."
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