Disney Princesses Strategic marketing

Mission and idea
Disney targets its consumers when they are very young, and hooks them for life
"We want women to have a little bit of princess every day“
Jim Calhoun, head of Disney's clothing line
Target market
Life lessons
Don’t let fear stop you
Have a kind heart
You never grow out of fun!
Don’t judge the book by its cover
Don’t settle
Believe in love and miracles!

How did it all begin…
Andrey Mooney,
the former chairman of Disney Consumer Products, the founder of “Disney Princess” brand
In 2000 he visited the “Disney on Ice” show and saw the huge audience of little girls wearing costumes of their favorite princesses
So let’s create a team!

What happened later…
Then came the imitators
First came Princess-group DVDs and books
Barbie
The series has sold 38 million units—compared with only 9 million for the non-princess titles
“Princess Diaries” films

Chasing after women
Enter of the Ariel Visa credit card, with which you'll soon be able to buy princess sheets and towels targeted just to adults
Goal is to saturate the market!
Apparel,
home decor,
toys,
books,
television specials,
games,
dolls,
dance clothes,
dinnerware
wedding dresses

Wedding dresses
“It's no accident that the princesses in fairy tales usually come from humble beginnings”
Jack Zipes, editor of "The Oxford Companion to Fairy Tales"
“The fairy tale appeals because everyone wants to move up in class. The wedding dresses speak to that. Starting at $1,100, a Disney Princess bridal gown is designed to appeal to the working- and middle-class woman”

The connection is as much psychological as it is material
Cinderella
“classic glamour”
Jasmine
“bohemian chic and adventurous”
Belle
“stylish sophistication”
Snow White
“sweet elegance”
Ariel
“"sultry, sexier bride”

Results
Revenue of the Disney Consumer Products
$300 million
2001
$3 billion
2012