Subject category:
Marketing
Published by:
IBS Research Center
Length: 23 pages
Data source: Published sources
Abstract
In 1996, the entertainment giant Walt Disney and the largest fast food chain McDonald''s Corporation, announced their biggest marketing deal. For 10 years, Disney and McDonald''s appeared to have the perfect alliance where Happy Meals of McDonald''s accompanied Disney''s movie based toys. The exclusive marketing pact fetched good benefits for both Disney and McDonald''s. However, in May 2006, Disney and McDonald''s announced their discontinuation with the marketing alliance, which expired on 1 January 2007. The decision to discontinue the exclusive alliance posed many questions. The case discusses, in detail, the exclusive marketing alliance between the two companies and highlights the consequences. It highlights the reasons for the break-up of Disney-McDonald''s decade-long marketing pact and the dilemmas regarding cross-promotional marketing in the future. A structured assignment ''507-098-4'' is available to accompany this case.
Location:
Industry:
Size:
Revenue in 2006 Disney USD34.3 billion, McDonald's USD20.5 billion
Other setting(s):
1997-2007
About
Abstract
In 1996, the entertainment giant Walt Disney and the largest fast food chain McDonald''s Corporation, announced their biggest marketing deal. For 10 years, Disney and McDonald''s appeared to have the perfect alliance where Happy Meals of McDonald''s accompanied Disney''s movie based toys. The exclusive marketing pact fetched good benefits for both Disney and McDonald''s. However, in May 2006, Disney and McDonald''s announced their discontinuation with the marketing alliance, which expired on 1 January 2007. The decision to discontinue the exclusive alliance posed many questions. The case discusses, in detail, the exclusive marketing alliance between the two companies and highlights the consequences. It highlights the reasons for the break-up of Disney-McDonald''s decade-long marketing pact and the dilemmas regarding cross-promotional marketing in the future. A structured assignment ''507-098-4'' is available to accompany this case.
Settings
Location:
Industry:
Size:
Revenue in 2006 Disney USD34.3 billion, McDonald's USD20.5 billion
Other setting(s):
1997-2007