Meaning and Purpose
Walt Disney and pixar are the main competitors in the market share of animated family entertainment. Some of the business arrangements DW and 20th century fox have strengthened DW position in the market place.
The Walt Disney Company is a leading media and entertainment conglomerate. The company is divided into five major business segments. The media networks include ABC network, studio entertainment, customer products and interactive media.
Positioning in the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data. Positioning may refer the position a business has chosen to carry out their marketing and business objectives.
Although there are so many different definitions of brand positioning, probably the most common is: identifying and attempting to occupy a market niche for a brand, product or service utilising traditional marketing placement strategies, i.e, price, promotion, distribution packaging and competition.
Again quote from Dreamworks annual report 2013.
'DreamWorks Animation creates and exploits branded family entertainment, including animated
feature films, television series and specials, live entertainment properties and related consumer
products. We have released a total of 27 animated feature films, including the franchise properties
Shrek, Madagascar, Kung Fu Panda and How to Train Your Dragon.' From this text it shows Dreamworks has a strong market position with there been so may feature films.
http://www.dreamworksanimation.com/2013ar/Dreamworks_2013_Annual_Report.pdf
These screenshots show Dreamworks current position in the market.
No comments:
Post a Comment