Disney+ Marketing audit, Assignments of Digital Marketing

Download Disney+ Marketing audit and more Assignments Digital Marketing in PDF only on Docsity!

PABLO PAVON ORTIZ Word count: 950 12 - 2 - 2021

ITM08 DIGITAL MARKETING

TABLE OF CONTENT

• Table of Content............................................................................................................................
• Overview
• Porter Five forces
  • Supplier power:
  • Buyer power:
  • Threat of substitution:
  • Threat of new entry:
  • Competitive rivalry:
• Ansoff matrix
• Segmentation
• Positioning
• Competitors...................................................................................................................................
• Chaffey’s Channel Framework
• References.....................................................................................................................................
• Appendix

ANSOFF MATRIX

Disney+ is focusing on product development. They are always innovating and creating new series and movies. (The Mandalorian, WandaVision, The falcon & the winter soldier, Raya and the Last Dragon, The Book of Boba Fett, and much more) Figure1: Ansoff Matrix Source: inspired by (Ansoff, 1957)

SEGMENTATION

Demographic 18 - 24 years old and households with children. (Barnes,

Geographic (DisneyPlus,

Western European countries: first half of 2020 Eastern European countries: first half of 2021 Latin American countries: first half of 2021 Asian countries: 2020 and 2021 Source: Table create by myself.

POSITIONING

Disney uses mass advertising on social networks to capture its audience. The company launched a campaign to create brand awareness before users can access its catalogue. (Barnes, 2019) "Disney+ offers an exceptional entertainment experience, featuring our library of treasured movies, TV series, and exclusive original content." (DisneyPlus, 2021)

COMPETITORS

The direct competitors are Netflix, HBO, Amazon Prime Video, or Apple TV+. (see appendix table 1). (Kenworthy, 2020). Figure 2 : Subscription to online media since Covid-19. Source: (Statista, 2021)

Social media marketing: Disney+ has a digital presence on Instagram, Facebook, and Twitter. (See appendix figure 5,6 & 7) Audience participation: No evidence of Audience participation on Disney+ Managing social presence: Instagram: Post at least two times per day. Facebook: Post at least two times per day. Twitter: Post at least three times per day. Website: Updating the content at least four times per week. (New episodes, new movies, new trailers) Viral campaigns Disney+ has a lot of viral campaigns. Some examples are the Baby Yoda campaign for the Mandalorian (Star Wars) or WandaVision Campaign. Customer feedback On the website, customers can send feedback via email or telephone. Source: Table create by myself.

REFERENCES

AmazonPrimeVideo. (2021, February 9). Amazon Prime Video. Retrieved from Amazon Prime Video: https://www.primevideo.com/ Barnes, B. (2019, October 27). New York Times. Retrieved from New York Times: https://www.nytimes.com/2019/10/27/business/media/disney-plus- marketing.html DisneyPlus. (2021, January 28). DisneyPlus. Retrieved from DisneyPlus: https://disneyplus.com Facebook. (2021, February 6). Facebook. Retrieved from Facebook: https://www.facebook.com/DisneyPlusUK HBO. (2021, February 9). HBO. Retrieved from HBO: https://www.hbo.com/ Instagram. (2021, February 6). Instagram. Retrieved from Instagram: https://www.instagram.com/disneyplus/ Kenworthy, A. D. (2020). The Streaming Wars: The Future of Entertainment. Matrix, S. (2014). The Netflix effect: Teens, binge watching, and on-demand digital media trends. Jeunesse: Young People, Texts, Cultures, 6 (1), 119-138. Netflix. (2021, February 9). Netflix. Retrieved from Netflix: https://www.netflix.com/ Partnerships, D. (2021, January 31). Disney. Retrieved from Disney: https://disneypartners.disney.co.uk/partnerships Potter, A. (2020). Globalising the local in children’s television for the post- network era: How Disney+ and BBC Studios helped Bluey the Australian cattle dog jump the national fence. International Journal of Cultural Studies,

SEOSiteCheckUp. (2021, February 10). SEO Site Check Up. Retrieved from SEO Site Check Up: https://seositecheckup.com/seo-audit/disneyplus.com SimilarWeb. (2021, February 10). SimilarWeb. Retrieved from SimilarWeb: https://www.similarweb.com/website/disneyplus.com/#similarSites Sitechecker. (2021, February 10). Sitechecker. Retrieved from Sitechecker: https://sitechecker.pro/app/main/project/1660776/audit/summary Thomas, K. (2019). When Disney came to Broadway: Assessing the impact of corporatization in an art world. Poetics, 77 , 101384. TV, A. (2021, February 9). Apple TV. Retrieved from Apple TV: https://tv.apple.com/ Twitter. (2021, February 6). Twitter. Retrieved from Twitter: https://twitter.com/disneyplus?lang=es

APPENDIX

Table 1 : Direct Competitors Disney+ Netflix HBO Amazon Prime Video Apple TV+ Resolution 4K 4K FullHD 4K HDR 4K HDR Screens 4 1,2,4 2 2 4 Price £5,99/m or £59,99/year 5,99/m (1 screen) £9,99/m (2 screens) £13,99/m (4 screens) 8,99/m 7,99/m or 79/year £ 4,99/m Free Trial Yes No Yes Yes Yes Profile Yes, max 7 Yes, max 4 No No Yes Downloads Yes Yes Yes Yes Yes Apps Smart TV, IOS, Android, PlayStation, Xbox web, Apple TV, Amazon Fire TV Smart TV, IOS, Android, PlayStation, Xbox web, Apple TV, Amazon Fire TV Smart TV, IOS, Android, PlayStation, Xbox web, Apple TV, Amazon Fire TV Smart TV, IOS, Android, PlayStation, Xbox web, Apple TV, Amazon Fire TV Smart TV, IOS, Apple TV, Amazon Fire TV Chromecast Yes Yes Yes Yes No Source: Table create my own inspired by (AmazonPrimeVideo, 2021) (HBO,

2021. (DisneyPlus, 2021) (Netflix, 2021) (TV, 2021)

Table 2: Share of subscription video on demand (SVoD) subscribers who also subscribe to other services in the United States as of December 2020, by service Also subscribe to Netflix Also subscribe to Peacock Premium Also subscribe to HBO Max Also subscribe to Amazon Prime Video Also subscribe to Disney+ Also subscribe to Hulu Also subscribe to Apple TV+ Netflix 0 6% 20% 63% 50% 50% 25% Peacock Premium

HBO

Max

Amazon Prime Video

Disney+ 87% 10% 31% 82,48% 0 70% 39% Hulu 85% 10% 32% 79% 68% 0 38% Apple TV+

Source: (Statista, 2021)

Figure 5 : Disney+ twitter account Source: (Twitter, 2021) Figure 6 : Disney+ Instagram account Source (Instagram, 2021)

Figure 9 : Instagram Ad Source: (Instagram, 2021)

Figure 10 - 12 : SEO disneyplus.com Source: (SEOSiteCheckUp, 2021) (Ubersuggest, 2021) (Sitechecker, 2021)

Figure 1 6: Facebook Ad Source: (Facebook, 2021)

Figure 17: free subscription to Disney+ for 30 days with Xbox Game Pass Figure 18: Traffic sources for Disney+ Source: (SimilarWeb, 2021)