Target Segment for Princess Products
Since, the very inception of the Walt Disney Princess Revolution, Disney has always tried to lure the children between the ages of 3 and 6. This is primarily because; they have found that most of the girls abruptly avoid their products once they turn 6. To cope with this problem they have also come up with a different range of products under Disney Fairies, the main purpose of this line is to attract the kids who are above the age of six. Apart from this they also want to attract their children well into their teens with the help of some programs such as “Hannah Montana”, “That’s so Raven” and “High-School Musical” to name a few.
Disney’s target market also extends to include these children who grow up to become mothers and brides. They are also selling high-end wedding gowns targeted towards these younger adults. Conversely, the company is also trying to tap onto the target market consisting of infants. It has been found that young mothers tend to go for products consistent with the gender of their baby. Therefore, they are trying to modify their gender neutral product line to include separate products for both males and female infants.
As is already mentioned in the case, Disney is also trying to diversify their current offerings of Princesses to include an African-American Princess called Tiana as well as a new princess called Giselle. Despite introducing the new princess, Disney’s home market has started to saturate so they have decided to expand their operations overseas, primarily by entering the European and Asian markets.
Disney’s Communication and Marketing Strategies for CRM
CRM or Customer Relationship Management is the life-blood of any organization. To better interact with their little clients, Disney uses the Boutiques located inside the Walt Disney Stores called Bibbidi Bobbidi, where the little girls can dress up like their favorite princesses. It gives Disney a precious opportunity to interact directly with their young clients and receive a first-hand feedback from them.
Disney’s marketing strategies might differ from one age group to another but their sole aim to attract as many people as they can to their Princes product line. Whether it includes, finding gender oriented products for the female infants or expensive wedding gown, Disney is trying to tap onto every market. Apart from this, they have also introduced direct-DVDs movies, which run the risk of cheapening the brand. Disney is also considering using the Disney Channel of conveying their marketing message for the Disney princesses, but obviously there is the ever present risk of making the entire channel too feminine and thus losing their male clientele.
Another problem that Disney faces is the evidently more sexualized version of the princesses. As already mentioned by a professor of psychology, the dolls now appear to show more skin, and have bigger eyes, breasts and head, which may form a mistaken image in the minds of the young girls. If parents start having problems with the design of the dolls, then Disney may have to consider altering their products to some extent.
References:
1. Disney crowns its first black princess, Tiana, with doll and coming movie. (2012). Retrieved on 6th May 2012 from http://www.targetmarketnews.com/storyid04220902.htm
2. Disney Consumer Products. (2012). Retrieved on 6th May 2012 from https://www.disneyconsumerproducts.com/Home/display.jsp?contentId=dcp_home_ourbusinesses_company_overview_us
3. Disney Princesses. (2012). Retrieved on 6th May 2012 from http://www.vision-empire.com/ourproducts/brands/frames-for-adults/disney-princess/
