Project Title

Disney's Bollywood Battle

Presenters

Academic department under which the project should be listed

CCOB - Marketing & Professional Sales

Faculty Sponsor Name

Dr. Mona Sinha

Research does not require human subjects.

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

Project Type

Poster

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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