Question

What do you think of Conglomeration, specifically demonstrated by Disney which creates, sells, markets, and distributes their multi-branded content?

Answer 1

Ans: Conglomeration: A collection of different things, parts or items that are grouped together. The primary purpose of having controlling interests in different companies is to diversify risks.

Multibranded content: it is the practice of marketing via the creation of the content that is funded or outright produced by an advertiser.

Conglomeration Walt Disney operates in three different fields such as Media networking, studio entertainment, and consumer products.

Disney specifically demonstrate an emotional imprint on people's lives that is they harness emotions as a marketing technique, they target an audience with multi-channel different audience segments,

Disney tells stories first, develops and sells product second where most brands start with a physical product and then build a story around it in the form of content marketing and accordingly they build a product around the story.

Disney's marketing communication mix involves the following strategies and tactics like advertising, direct selling, sponsorship, sales promotion, and public relations.

Disney distributes its multi-branded products through movie theatres, Disney stores(Disney baby, Disney gallery), official websites, mobile apps, licenses and other parties(cable, satellite, telecommunication).

All these strategies of Disney make him a loyal brand as they are successfully created value through diversification as they cover children, tweens, teenagers, and even adults.

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