Disney's Bollywood Battle

    Primary Investigator (PI) Name

    Dr. Mona Sinha

    Department

    CCOB - Marketing & Professional Sales

    Abstract

    India is a rapidly growing emerging market with a large film industry. Entertainment companies like Disney have entered the market, hoping to cash in on the growing demand for entertainment. However, Disney has failed in replicating its global success in India. Competing with Bollywood needed a deep understanding of socio-cultural factors which was not easy given India’s large diversity in terms of regional diversity of languages, social norms, sub-cultures and the fierce competition from established local competitors. This case study examines Disney’s struggle to compete against entrenched Bollywood competitors. By understanding Disney’s marketing strategy in India in the context of the country’s economy, culture, political and social background, the case study contextualizes the challenges that multinationals face in their international foray.

    Key Words: India, emerging market, Bollywood, Disney, multinational, films, entertainment

    Disciplines

    Marketing

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    Disney's Bollywood Battle

    India is a rapidly growing emerging market with a large film industry. Entertainment companies like Disney have entered the market, hoping to cash in on the growing demand for entertainment. However, Disney has failed in replicating its global success in India. Competing with Bollywood needed a deep understanding of socio-cultural factors which was not easy given India’s large diversity in terms of regional diversity of languages, social norms, sub-cultures and the fierce competition from established local competitors. This case study examines Disney’s struggle to compete against entrenched Bollywood competitors. By understanding Disney’s marketing strategy in India in the context of the country’s economy, culture, political and social background, the case study contextualizes the challenges that multinationals face in their international foray.

    Key Words: India, emerging market, Bollywood, Disney, multinational, films, entertainment