8/02/2010

Reflection






I would like to separate my reflection into 3 parts; there are reflections for this course, my boss, and by blog.


Reflection to English for International Trade (ENG-380)

There are many students who would like to take this course since last time but someone can’t. This time, I am a lucky girl who can take this course. This is an interesting course and this course is appropriate for me because of my business background and I am impressive with Aj.Gob‘s teaching style that made class comfortable. So, this class is very perfect. I strongly believe that English for International Trade can persuade many students.


Reflection to my boss (AJ.GOB)

My boss is not only teacher; her lifestyle that is agile likes a good business woman. She always makes a difficult thing easier and I am always happy in class. This class is not serious because of Aj.Gob‘s teaching style and she is kind and friendly. So, my boss is very perfect.


Reflection to my blog

"Common Blog with Common Girl"

This is my first time to create blog. I have no background about this, so it is very difficult for me. Nevertheless, I found nothing is difficult if we try our best to do it. I spend lot of times for my blog and I am now enjoying with creating my blog.


Promotion strategy

The Walt Disney Company never stops our promotions. We are always advertising. Our customers can see our ads on television, print publications, internet, and the ads on grocery store coupon. Besides, Disney also sends direct mail to our customers. Mostly, the Walt Disney Company delivers our promotions through television by advertising because television is an easiest way for our customers. We believe that there are many people watch TV. Parents and their children are always watching television together. So, this strategy can persuade both children and their parents. This is the Walt Disney Company’s key promotion strategy.







According to these advertisements, there are two promotion strategies; sale promotion and advertising. The Walt Disney Company has promoted these advertisements by using sale promotion strategy through advertising on television. The ads are about Mickey's Magical Party at Disneyland and Disneyland New Generation Festival. The company is clever to persuade the visitors by using the characters from stories such Mickey Mouse and his friends, Snow White, Cinderella, the Toy Story, etc. Besides, the ads show the happiness of people who visit Disneyland. Therefore, these can persuade many people, especially children who want to meet their beloved princess and others.


The Walt Disney also promotes the advertisements on the internet; nevertheless, television is the first media that parents can see the ads with their children. Because of some parents don’t want their children surf the internet too much, so advertising through television is the best way and this is the success of the Walt Disney Company’ promotion strategy.

8/01/2010

Product strategy

Product lines & Logo

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Product lines >> The Walt Disney Company has multiple product to attract more people. The company has four main businesses for our customers. These four main businesses are different features and logo but all are entertainment.

Disney consumer products -- These various products are represented all of the new and old Disney characters. Our products are appropriate with all of target groups; babies, children, teenagers, and adults. Our customers can select product that they want to buy.

>> Disney Store

- Toys

- Kids Clothes & Accessories

- Adult Clothes & Accessories

- Art & Collectibles

- Movies

- Music & Books

- Gift


>> Disney Baby

>> Disney Princess

>> Disney Fairies







Walt Disney Parks and Resorts business unit logo

Disney world theme parks and resorts

The Magic Kingdom >>

- Main Street, U.S.A.

- Adventure land

- Frontier land

- Liberty Square

- Fantasyland

- Tomorrow land

- Mickey's Toon town Fair

Epcot>> The park is offered to international culture and technological innovation.


Disney's Hollywood Studios>> This theme shows the heyday of Hollywood.


Disney's Animal Kingdom>> The park is made up of seven themed areas. Our customers can walk around the whole park to see all animals.

Disney media networks -- Disney's family of

- ABC Television Network

- Disney Radio Stations

- Disney Television Stations

- The Disney Channel

Disney studio entertainment -- Where the animated features and live-action motion pictures are.

- Walt Disney Studios Motion Pictures

- Walt Disney Studios Home Entertainment

- Miramax Film

Target Groups

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Before our company will begin to produce our products, we must first decide what we are selling, and who we want to sell it to. It must be clear what the target market is, so this is a good and successful marketing plan. Firstly, Walt Disney Company’s market is the children till the age of twelve. Many years later, we were realized that the target market is not only young children, but it includes the parents who take their children to the movies or our theme parks or stores. Therefore, our target market is all groups of customers such as children, teenagers and adults; importantly, we have Disney Baby’s collection for babies. Because of the Walt Disney would like to make people happy, so our target market is all groups. We know many people want the happiness.


Branding

To develop a branding strategy for a company is very important. Brand is the heart of company in the difference. Because of Disney Company has branched off into various extensions around the world; therefore, the Walt Disney Company is a very strong and well known brand name and image”. Disney is the most recognized brand name in the entertainment industry. There are four significant points of the Walt Disney Company’s branding strategy that we give to our customers.

Promise >> “To make people happy”, this is our promise that we continuously give our customers. We must give them happiness.

Slogan >> “Where Dream Come True”, the Disneyland’s Slogan is very interesting and persuasive many people come to.

Logo >> The Walt Disney Company’s logo is the symbol of quality and it makes customers have a loyalty with our brand.

Brand values >>

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Positioning

The Walt Disney Company is the leader in the entertainment and media industry. Nowadays, the company has four main businesses; consumer products, theme parks and resorts, media networks and studio entertainment. We have various target groups; we also have various products for our customers. The happiness is only one thing that our different target groups want at the same time. Exactly, main things that we sell to our customers are the happiness and fun. I truly believe that happiness and fun are the first two things that firstly occur in the heart of our customers when they think of the Walt Disney Company.

Key successful factors related to the product
The Walt Disney Company is clever to make brand to be the leader in the entertainment business. The Company always improves and develops the business since the company was founded in 1923 until nowadays. For a long time that we have tried to establish our brand be popular in now, we have used many ways to make it better following;

- The Walt Disney World theme parks continuously offer products and services to attract the visitors. We know that our current customers want the convenience, so the stores with gifts and restaurants with food are on every corner for their convenience.

- Walt Disney World as Disneyland attracts visitors from many countries. We realize that our business can grow if we offer our products to other marketplaces, so Disney has delivered our theme parks to others such as Disneyland Paris, Tokyo, Hong Kong, etc. These theme parks bring many visitors. The Walt Disney Company has increased our marketplace and expanded global brand by building theme parks in other countries.

- The Walt Disney Company is always advertising; we never stop the promotions. Our customer can see our ads on TV, print publication, internet. Importantly, we also send the direct mail to the customers.

- We continuously improve and build the new attractions to our customers. The most well known products are movies. Always, Disney studio creates new motion pictures. These movies are our profits because we can create products or collections by movies such as dolls, toys, games, etc.

Company Background



A little boy, Walter Elias Disney, with a big dream


The Walt Disney Company, the biggest media and entertainment in the world was founded on October 16, 1923 in Los Angeles, California by two brothers Walt Disney and his elder brother Roy Disney as the Disney Brothers Cartoon Studio. Disney's first creation was a cartoon character that he named Oswald the Lucky Rabbit. Walt Disney created his first short film named Alice's Wonderland in 1924

In November 1928, Walt Disney Company gave birth to cartoon mouse named Mortimer Mouse but this name was renamed to Mickey Mouse by his wife. Mickey Mouse was the first animated cartoon and it became a comic book character in 1930. Mickey Mouse is also the star in Disneyland theme parks, and his image is recognized around the world. Moreover, Mickey Mouse became a nationwide celebrity and the Walt Disney had become popular with all productions.

In 1929, the Disney Brothers Cartoon Studio was renamed as Walt Disney Studio. Walt Disney Studio was a leader in the American animation industry. Then, the Walt Disney expanded its operations and started to produce various entertainments such as theatre, radio, publishing, and online media.

The Walt Disney continuously created the entertainment for the customers. During the World War II, Walt Disney had created Snow White and the Seven Dwarfs, Pinocchio, and etc until in 1954,

Walt Disney had an idea for a place where parents and children could both have fun at the same time. Hence, on July 17, 1955, Walt Disney opened Disneyland with a live television.

In 1984, Walt Disney Studio was renamed to the Walt Disney Company by Michael Eisner who was a chief executive officer.

Nowadays, The Walt Disney Company operates as four primary divisions; The Walt Disney Studios or Studio Entertainment, Parks and Resorts, Disney Consumer Products and Media Networks.

Rationale



Why this brand?


I always think of myself what is very important for me to be in each day. Exactly, the four requisites are very important for everyone. Human can’t live without food, clothing, shelter and medicines. Although these are truly the basic needs of human but it is just the physiological needs. Moreover, there is one important thing that is necessary for living thing; it is the psychological needs or the happiness. It is not only human who has the happiness but I really believe that the animals also have the happiness though I don’t know what the happiness of animal is. In my opinion, the happiness of most people is living or doing something with their families or lovers at somewhere. The happiness between child and adult, boy and girl or man and woman are different. Many people are happy with their dreams; if their dreams become a truth I strongly believe that they must be very happy.

Otherwise, there are many things and places around the world that can make people happy but in my thought there is only one place that makes the dream becomes a truth. Precisely, first name that I impress is the Walt Disney. The Walt Disney always gives the entertainments to many people around the world for long times. There are many types of the entertainment such as cartoons, movies, theme park or Disneyland and etc. Furthermore, the Walt Disney also has various collections for children, teenagers, adults and a person who is interested in Disney’s collection. I am a person who is impressive in this brand like others. I love happiness I love smile and I love laughing. Disneyland where is my dream. For these reasons, I would like to reach this brand deeply.

7/02/2010

Letter of Invitations for Professional Comments

Dear, my professional partners and marketers of all brands.

The Walt Disney is the largest media and entertainment in the world. We belong with our customers more than 50 years. We always give our customers happiness and always make their dreams come true in the Disneyland Park.

I am a brand manager of The Walt Disney Company in Thailand. This is the suitable time for all of my professional partners to give your excellent opinions and comments for me. Could you please feel free to post your excellent comments to my blog? I really hope your excellent comments will be a good assistance for me to improve and develop my blog and my brand. I would like to give all of you BIG THANK YOU for your comments.

Yours Faithfully
S. BOONMEE
(Miss Sophita Boonmee)
Brand Manager of The Walt Disney Company (Thailand)

JOURNAL WEEK 6

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The beginning of class began with a difficult activity. I had to change a negotiation from my thought to be a delicate speech. It must be more polite than my thought. I didn’t know how to say but I tried my best to do this activity. First, I didn’t want to do it because I had no idea^^! However, my boss gave me various examples of delicate negotiation. These examples were very useful for me because I could change a negotiation by the examples. Specially, midterm exam will come true:) My boss indicated me what will be in the midterm exam. I had to study about the marketing strategy of my company a lot. Moreover, I had a lovely activity on Thursday; it was very fun and lovely. I was worried about my show because I didn’t have enough time to prepare but my group members were very excellent action. Every group was very professional and confident. I was more relaxed from my midterm exam but in my bottom heart I was very worried about it.