{"id":8424,"date":"2022-09-08T14:00:40","date_gmt":"2022-09-08T19:00:40","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=8424"},"modified":"2022-09-15T16:57:53","modified_gmt":"2022-09-15T21:57:53","slug":"disney-y-su-estrategia-de-marketing","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/disney-y-su-estrategia-de-marketing\/","title":{"rendered":"Disney y su estrategia de marketing &#8211; Por Mar\u00eda Jos\u00e9 Vargas Mej\u00eda, Isabella Am\u00e9n, Samuel Carvajal, Manuela Figueroa &#038; Karen Garc\u00eda"},"content":{"rendered":"<h2>Las estrategias de marketing juegan un papel fundamental en el \u00e9xito o fracaso de una empresa.<\/h2>\n<p>Desde sus inicios, Walt Disney Company ha tenido claro esto, lo que ha llevado a adaptar sus estrategias seg\u00fan sus diferentes consumidores y la \u00e9poca que se est\u00e9 viviendo. Uno de sus puntos claves ha sido explorar nuevas plataformas para ser el imperio y tener el posicionamiento de marca que vemos hoy.<\/p>\n<p>La compa\u00f1\u00eda busca que las estrategias est\u00e9n orientadas a sorprender a su p\u00fablico objetivo (infantil y familias), ya que con ello generan expectativas y crean sensaciones m\u00e1gicas e inolvidables para su <em>target<\/em>. Adem\u00e1s, Disney siempre busca que en la mente del consumidor perdure el v\u00ednculo de la nostalgia, puesto que ayuda a generar el deseo de adquirir toda clase de productos y experiencias relacionadas con la empresa cuando sacan sus nuevos filmes sobre alg\u00fan <em>show<\/em> o pel\u00edcula del pasado.<\/p>\n<p>Una de sus estrategias m\u00e1s recientes fue adelantarse a las tendencias, donde consiente de la competencia en las plataformas de video digital, decidi\u00f3 crear una propia, llamada Disney Plus; la cual es un servicio de suscripci\u00f3n de transmisi\u00f3n de v\u00eddeo en l\u00ednea operado por <em>Disney Streaming Services<\/em>. Su lanzamiento en los Estados Unidos y Canad\u00e1 fue el 12 de noviembre de 2019 y ha tenido un impacto positivo dentro de sus consumidores. B\u00e1sicamente, se centra en el contenido de cine y televisi\u00f3n de Walt Disney Studios, aunque tambi\u00e9n trasmite contenido exclusivo.<\/p>\n<p>Otra estrategia de mercadeo usada por Walt Disney Company ha sido incorporar elementos con trasfondo. Una evidencia es el desplazamiento forzado mostrado en la pel\u00edcula <em>Encanto<\/em>, para que su contenido pueda ser visto y sea de inter\u00e9s no solo para los ni\u00f1os, sino el p\u00fablico general. Con lo cual elimina las barreras que puedan separar o distanciar a los diferentes clientes, ni\u00f1os y mayores, exhibiendo calidez y cercan\u00eda, atrayendo un mayor n\u00famero de espectadores.<\/p>\n<p>Una tercera estrategia es la creaci\u00f3n de expectativas antes de nuevos movimientos en el mercado, lanzamientos o eventos. Esta estrategia ayuda a mantener cierta incertidumbre y especulaci\u00f3n dentro de los consumidores, logrando que entre ellos se realicen foros, videos, conversaciones y convenciones para tratar de resolver la inc\u00f3gnita. Lo anterior es una pr\u00e1ctica com\u00fan. Por ejemplo, antes del estreno de una pel\u00edcula, Marvel Studios, filial de Walt Disney Company, filtra en Twitter contenido exclusivo relacionado a su pr\u00f3ximo lanzamiento.<\/p>\n<p>Con las anteriores estrategias, se ha podido evidenciar c\u00f3mo Disney es un claro ejemplo de que la felicidad y nostalgia vende. Mediante el uso de las emociones transmitidas en sus usuarios, demuestra que un mundo construido con base a la ilusi\u00f3n y fantas\u00eda puede ser m\u00e1s que rentable, obteniendo consumidores satisfechos para posicionarse como una de las mejores empresas de entretenimiento a nivel mundial. En s\u00edntesis: Disney es mucho m\u00e1s que pel\u00edculas, parques tem\u00e1ticos o juguetes.<\/p>\n<p><strong>Presentado por:<\/strong><\/p>\n<p>Mar\u00eda Jos\u00e9 Vargas Mej\u00eda<\/p>\n<p>Isabella Am\u00e9n<\/p>\n<p>Samuel Carvajal<\/p>\n<p>Manuela Figueroa<\/p>\n<p>Karen Garc\u00eda<\/p>\n<p><strong>Referencias:<\/strong><\/p>\n<p><a href=\"https:\/\/www.pianomarketing.es\/disney-estrategia-marketing\/\"><strong>https:\/\/www.pianomarketing.es\/disney-estrategia-marketing\/<\/strong><\/a><\/p>\n<p><a href=\"https:\/\/www.marketingyfinanzas.net\/2021\/08\/las-7-estrategias-de-marketing-de-disney\/\"><strong>https:\/\/www.marketingyfinanzas.net\/2021\/08\/las-7-estrategias-de-marketing-de-disney\/<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las estrategias de marketing juegan un papel fundamental en el \u00e9xito o fracaso de una empresa. Desde sus inicios, Walt Disney Company ha tenido claro esto, lo que ha llevado a adaptar sus estrategias seg\u00fan sus diferentes consumidores y la \u00e9poca que se est\u00e9 viviendo. Uno de sus puntos claves ha sido explorar nuevas plataformas [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":8425,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[60],"tags":[],"class_list":["post-8424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Disney y su estrategia de marketing - Por Mar\u00eda Jos\u00e9 Vargas Mej\u00eda, Isabella Am\u00e9n, Samuel Carvajal, Manuela Figueroa &amp; Karen Garc\u00eda | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/disney-y-su-estrategia-de-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Disney y su estrategia de marketing - Por Mar\u00eda Jos\u00e9 Vargas Mej\u00eda, Isabella Am\u00e9n, Samuel Carvajal, Manuela Figueroa &amp; Karen Garc\u00eda | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Las estrategias de marketing juegan un papel fundamental en el \u00e9xito o fracaso de una empresa. 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