of 1 + A' Read aloud | Draw V Highlight V Erase the United States. Historically, the Disney team has created products at its that have built-in film traditions." headquarters in Burbank, California, and then exported them to the rest of the world. Now, as the company targets China, India, South Korea, and For example, in India Disney is abandoning its go-it-alone policy and other emerging markets, it is departing from its " one size fits all" approach. partnering with local companies such as Yash Raj Films. One new Hindi- language show, Dhoom Machaao Dhoom, concerns a girl's quest for One factor driving the strategy change: the first-year visitor count in Hong Kong fell short of the target figure of 5.6 million people. This prompted identity after living in the United States; another show, Vicky and Vetal, company executives to step up efforts to educate the Chinese about Mickey concerns a boy's friendship with a 300-year-old ghost. The new approach Mouse, Donald Duck, and other Disney characters. As Bill Ernest, managing is clearly paying off. In 2008, Disney released Roadside Romeo, its first director, told the Financial Times, "If you haven't grown up with the brand, animated feature developed specifically for India. The film was box-office the stories, or the theme, you are not quite sure what you are walking into." gold, with the best opening weekend of any Disney feature in India. Disney is hoping to appeal to India's family-oriented middle-class In Hong Kong, Disney officials were slow to recognize that consumers; core themes include "believe in yourself, express yourself, Chinese vacationers who live on the mainland often book package and celebrate your family." Because the number of cable television tours. Tour operators choose restaurants, shopping opportunities, and other destinations that generate the highest fees and commissions. At subscribers is increasingly rapidly, Disney launched the Disney Channel first, Hong Kong Disneyland didn't offer a tour package that included and Toon Disney. In addition, the company acquired Hugama, a dinners. A new "dining with Disney" program was quickly rolled out. children's channel. Disney is also making Indian versions of its hit movie To round out the promotion, individual tour operators were offered a High School Musical. One challenge in India is the number of languages 50 percent individual discount as an incentive to visit Disneyland and dialects. Roadside Romeo was released in Hindi, Tamil, and Teluga. Future projects may be produced specifically for southern India where personally so they would have first-hand experience at the park. movie preferences are markedly different than in the north. "Disney has learned that they can't impose the American will- Disney is "going native" in other emerging markets as well. or Disney's version of it-on another continent. They've bent 2009's Book of Masters was the company's first live-action film for the over backward to make Hong Kong Disneyland blend in with Russian market. A Russian version of High School Musical is also in the the surroundings. "47 works. Next up: the Middle East, As Disney's Jason Reed says, "There's Dennis McAlpine, media and entertainment research specialist a really strong affinity between the strong family values in the region "We have been U.S.-centric forever. We realize that if we're and the Disney brand. We want to go out and try to make a film that going to be a global network, then we need to solicit material will play to families from North Africa to the Gulf States." from around the world. "48 Discussion Questions Gary Marsh, Disney Channel Worldwide, commenting on Disney's 1. Why is it necessary for Disney to build brand awareness in China new programming divisions in the UK and Japan and other emerging markets? Disney also went to great lengths to capitalize on an astrological 2. Do you agree with Disney's decision to pursue a localization coincidence: According to the traditional Chinese calendar, 2008 was approach in emerging markets? the year of the rat. In Hong Kong, Mickey and Minnie Mouse wore 3. Why is High School Musical so successful in global markets? special red costumes as Disney proclaimed 2008 to be the "Year of Sources: Patti Waldmeir, "English as Spoken by Mickey Mouse," Financial Times (July 7. the Mouse." Because the Chinese government tightly controls televi- 2010), p. 13; James T. Areddy and Peter Sanders, "Disney's Shanghai Park Plan sion and motion picture standards, Disney emphasized affordable Advances," The Wall Street Journal (January 10-11, 2009), pp. Al, A7; Matthew consumer products such as plush toys and Disney-themed clothing to Garrahan, "Disney Indian Adventure Rewarded," Financial Times (November 12, 2008), p. 18; Geoffrey A. Fowler, "Main Street, H.K., " The Wall Street Journal (January 23, generate awareness and interest in the Disney brand. 2008), pp. B1, B2; Merissa Mart, "Small World: Disney Rewrites Script to Win Fans in In 2009, amidst the global economic downturn and ongoing India," The Wall Street Journal (June 11, 2007), pp. Al, A10; Geoffrey Fowler and challenges at Hong Kong Disneyland, Disney's Parks and Resorts division Merissa Marr, "Disney and the Great Wall, " The Wall Street Journal (February 9, 2006). announced plans for a new $3.6 billion park in Shanghai. The proposed pp. B1, BZ; Matthew Garrahan, "Disney Ventures into Famous Five Territory," Financial park will be owned jointly by Disney and the Shanghai municipal Times (December 4, 2006), p. 15; Paul Wiseman, "Miscues Mar Opening of Hong Kong Disney," USA Today (November 10, 2005), p. 58. "Michael Schuman, "Disney's Great Leap into China," Time (July 18, 2005), p. 34. Matthew Garrahan, "Disney Ventures into Famous Five Territory," Financial Times (December 4, 2006). p. 15.Disney Learns to "Act Local" on the Global Stage The Walt Disney Company, home to Mickey Mouse, Donald Duck, and other iconic characters, has a stellar reputation in many parts of the government. Consisting of a theme park, hotel, and shops, the development world for its family-friendly entertainment offerings. The company's parks would create 50,000 much-needed jobs. Shanghai Disneyland is an impor- and resorts division operates theme parks in five global locations, including tant element in Disney's strategy for penetrating the local market. However, a recent $1.8 billion park in Hong Kong. Disney's fabled studio entertain- the proposal does not address Disney's need for increased media exposure; ment unit has an illustrious history in both animation and live-action company officials believe that a Chinese Disney TV channel is essential to features. The Lion King, released in 1994, is the highest grossing animated build awareness of the Disney brand and interest in the new theme park. film of all time. More recently, Disney has enjoyed massive hits with live- Disney's other divisions are also pursuing a more localized action features. These include Pirates of the Caribbean and its sequels as approach in key emerging markets. As Jason Reed, general manager well as classic American fare such as the TV show High School Musical. for Walt Disney Studios International Productions, noted, "We've been However, despite high worldwide awareness levels of the Disney brand, very successful with our big global productions, such as Pirates of the as of 2006 only 25 percent of the company's revenues came from outside Caribbean and National Treasure. But we think there's a natural way to the United States. Historically, the Disney team has created products at its supplement these films in areas like China, Russia, and India-areas headquarters in Burbank, California, and then exported them to the rest of that have built-in film traditions." the world. Now, as the company targets China, India, South Korea, and For example, in India Disney is abandoning its go-it-alone policy and other emerging markets, it is departing from its "one size fits all" approach. partnering with local companies such as Yash Raj Films. One new Hindi- language show, Dhoom Machaao Dhoom, concerns a girl's quest for One factor driving the strategy change: the first-year visitor count in Hong Kong fell short of the target figure of 5.6 million people. This prompted identity after living in the United States; another show, Vicky and Vetal, company executives to step up efforts to educate the Chinese about Mickey concerns a boy's friendship with a 300-year-old ghost. The new approach Mouse, Donald Duck, and other Disney characters. As Bill Ernest, managing s clearly paying off. In 2008, Disney released Roadside Romeo, its first animated feature developed specifically for India. The film was box-office director, told the Financial Times, "If you haven't grown up with the brand, the stories, or the theme, you are not quite sure what you are walking into." gold, with the best opening weekend of any Disney feature in India. In Hong Kong, Disney officials were slow to recognize that Disney is hoping to appeal to India's family-oriented middle-class Chinese vacationers who live on the mainland often book package consumers; core themes include "believe in yourself, express yourself, and celebrate your family." Because the number of cable television tours. Tour operators choose restaurants, shopping opportunities, and other destinations that generate the highest fees and commissions. At subscribers is increasingly rapidly, Disney launched the Disney Channel first, Hong Kong Disneyland didn't offer a tour package that included and Toon Disney. In addition, the company acquired Hugama, a dinners. A new "dining with Disney" program was quickly rolled out. children's channel. Disney is also making Indian versions of its hit movie To round out the promotion, individual tour operators were offered a High School Musical. One challenge in India is the number of languages and dialects. Roadside Romeo was released in Hindi, Tamil, and Teluga. 50 percent individual discount as an incentive to visit Disneyland Future projects may be produced specifically for southern India where personally so they would have first-hand experience at the park. movie preferences are markedly different than in the north. "Disney has learned that they can't impose the American will- Disney is "going native" in other emerging markets as well. or Disney's version of it-on another continent. They've bent 2009's Book of Masters was the company's first live-action film for the over backward to make Hong Kong Disneyland blend in with Russian market. A Russian version of High School Musical is also in the the surroundings. "47 works. Next up: the Middle East. As Disney's Jason Reed says, "There's Dennis McAlpine, media and entertainment research specialist a really strong affinity between the strong family values in the region "We have been U.S.-centric forever. We realize that if we're and the Disney brand. We want to go out and try to make a film that going to be a global network, then we need to solicit material will play to families from North Africa to the Gulf States." from around the world. "is Discussion Questions Gary Marsh, Disney Channel Worldwide, commenting on Disney's 1. Why is it necessary for Disney to build brand awareness in China 1 new programming divisions in the UK and Japan and other emerging markets? Disney also went to great lengths to capitalize on an astrological 2. Do you agree with Disney's decision to pursue a localization coincidence: According to the traditional Chinese calendar, 2008 was approach in emerging markets? the year of the rat. In Hong Kong Mickey and Minnie Mouse wore 3. Why is High School Musical so successful in global markets? PDF Caso. Disney Learns..pdf Show all X Open file