Business Case

When children grows up and become teenagers they want to be recognized as their new 'status' - more than a child however not adults. Understanding the expectations of that market and facing them as great consumers Disney has created a new range of series. To meet the expectations of this market they have created new products such as Hannah Montana and the High School Musical. Specially prepared for teenagers they came to the market in a chain of products such as TV series, movies, music concerts, clothes and stationary. That way they tried to cover almost all of the teenagers' possible needs while uses the teenagers themselves to promote the brand whereas is part of the acceptation of this age group to be 'in' the trends. The most important here is to sell a way of life, an expectation and a trend - and this is what should guide the promotions. The group acceptation is also a good compensation for the prices since what is being sold is an idea more than a need rewarding the production costs for the company and for consumers to purchase. Finally, about the place, in this case Disney keeps in contact to the market using their own TV channel, their franchise for music records Disney Hollywood Records and a range of middlemen spread around the world as the contract they have with Globo, which is the exclusive partner on the open TV in Brazil.