Introduction
The cartoon and film empire created by Walt Disney gives people pleasant emotions and hope. The marketing strategy, which includes TV shows, merchandise, Disney Infinity games, and movies, makes the company’s products all-encompassing and well-known. Despite its child-friendly target audience, Disney employs modern marketing strategies that have not only made it one of the most famous companies in the world but also one of the most successful.
TV Shows and Movies Based on The Franchise
The Disney Princesses franchise is one of Disney’s most famous works. Among its movies, the most popular are Snow White and the Seven Dwarfs (1937), The Little Mermaid (1989), Mulan (1998), and Frozen (2013) (Davis, 2019). Noteworthy is that The Little Mermaid, following its overwhelming success, spawned a TV show that ran from 1992 to 1994 (Davis, 2019).
In addition, TV shows such as Tangled: The Series (also known as Rapunzel’s Tangled Adventure) and Elena of Avalor gained significant fame. The growing demand for Disney products, as evidenced by the creation of TV shows based on movies, demonstrates the audience’s affection and the company’s ability to meet people’s needs.
Merchandise and Connections at Disney World and Land
The Disney Princess franchise has a strong presence at both Disney World and Disneyland theme parks, featuring a range of merchandise and attractions related to the franchise. In the the Magic Kingdom at Disney World, the Princess Fairy Tale Hall allows guests to meet and interact with various Disney Princesses, as well as experience the Voyage of the Little Mermaid (Davis, 2019). Additionally, the merchandise, which is highly popular among young girls, includes princess dresses, dolls, books, and other related items. Various dining and entertainment experiences are themed around Disney Princesses. These features give children and their parents a profound and unforgettable experience.
Playability in The Disney Infinity Game and Target Market
As a target market for the Disney Princess franchise, one should highlight young girls who are interested in princesses, experiences such as first love, dresses, and beautiful stories. In the first version of Disney Infinity, Rapunzel and Cinderella were the only playable characters from the Disney Princess franchise (Davis, 2019). However, more characters were added in Disney Infinity 2.0 and 3.0, including Merida from Brave and Anna and Elsa from Frozen.
4 Ps of Marketing for Disney Princesses Franchise
First, the Disney Princess franchise offers a wide range of products, including movies, TV shows, and merchandise. Second, Disney Princess products often have discounts or special deals to attract customers (Davis, 2019). Third, Disney operates retail stores that sell a wide range of Disney products. Fourth, the Disney Princess franchise heavily promotes its products through various forms of advertising, including television commercials and online ads (Herlihy, 2022).
In addition, the connection between franchise characters across platforms allows the Disney company to create a comprehensive, full-sized story about the princesses and implement it in different spheres of people’s lives. Creating theme parks, such as Disneyland, with merchandising allows companies to popularize cartoon characters and make them more memorable for the audience than other heroes from companies like DreamWorks. Therefore, it creates a competitive advantage for Disney over its rival in the market.
Conclusion
In conclusion, it is essential to emphasize that the fundamentals of marketing, encompassed by product, price, place, and promotion, are crucial components of the Disney company’s success. Different merchandise, as well as movies and TV shows, provide a complete image of each of the heroines of the Disney Princesses franchise, making it one of the most successful in the world.
References
Davis, A. M. (2019). Discussing Disney. Indiana University Press.
Herlihy, S. M. (2022). Disney. ABC-CLIO.