Disney's Bollywood Battle
Disciplines
Marketing
Abstract (300 words maximum)
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
Academic department under which the project should be listed
CCOB - Marketing & Professional Sales
Primary Investigator (PI) Name
Dr. Mona Sinha
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