Running  head:  PUBLIC  RELATIONS  CAMPAIGN                                                1  

 

 

 

 

 

 

 

 

 

Final  Project:  

Public  Relations  Campaign  for  Disney  

Andrew  Hildebrand  

Boise  State  University  

 

 

 

 

 

 

 

 

 

 

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Executive  Summary:  

 

The  Walt  Disney  Company  has  built  it’s  legacy  throughout  different  parts  of  

the  world.  Expanding  into  new  countries  is  something  that  Disney  is  known  for,  with  

five  parks,  in  four  different  countries.  Establishing  a  presence  in  India  is  something  

that  Disney  has  set  out  to  do.  The  company  wants  to  build  a  relationship  with  the  

families  of  India,  and  show  them  the  magic  of  Disney.  The  purpose  of  this  campaign  

is  to  successfully  integrate  the  Disney  culture  into  the  culture  of  Mumbai,  India.  This  

will  be  done  through  a  series  of  strategies  and  tactics  that  Disney  has  set  forth  in  the  

campaign.    

 

 

 

 

 

 

 

 

 

 

 

 

 

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Introduction  

The  culture  of  India  is  very  different  than  that  of  the  United  States.  And  

developing  an  understanding  for  their  culture  is  very  important,  especially  if  an  

American  company  is  trying  to  break  into  the  culture  with  their  company.  This  is  

especially  tricky  with  a  company  like  Disney.  Disney  is  a  company  that  has  it’s  own  

culture  deeply  engrained  within  the  structure,  especially  with  their  amusement  

parks  throughout  the  world.  The  company  has  been  able  to  successfully  immerse  

itself  into  numerous  cultures,  such  as  Los  Angeles,  California;  Orlando,  Florida;  

Paris,  France;  Tokyo,  Japan;  and  Hong  Kong,  China.  With  every  new  country  and  

every  new  culture,  the  company  faces  many  new  tasks  and  hardships.    

Disney  has  never  entered  a  culture  anything  like  the  culture  of  India;  the  

Indian  people  have  very  strong  values  and  beliefs  that  you  must  stick  to  when  you  

are  in  their  country.  Many  of  their  values  and  beliefs  are  very  hard  for  American’s  

and  American  corporations  to  understand.  So  when  entering  India,  a  company  

needs  to  gain  an  understanding  of  the  basics  in  that  country,  such  as  the  way  they  

perceive  family,  the  main  beliefs  of  a  country,  the  roles  of  men  and  women,  what  the  

people  find  offensive  and  disrespectful.  These  are  just  a  few  of  the  things  that  

companies  need  to  learn  about  a  country  in  order  to  be  successful.  But  there  is  much  

more  that  they  need  to  learn  as  well.    

Public  relations  is  something  that  can  successfully  make  this  happen,  or  it  

can  ruin  the  chances  of  the  company  ever  making  it’s  entrance  into  that  country.    

The  purpose  of  any  public  relations  campaign  is  to  build  relationships  with  the  

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public  you  are  trying  to  reach,  and  to  also  maintain  those  relationships  the  entire  

time  you  are  operating  the  company  in  that  country  and  interacting  with  the  public.    

Research:  

Disney:    

The  Walt  Disney  Company  was  started  in  1923  as  a  small  cartoon  studio,  and  

was  founded  by  Walt  Disney,  and  his  brother  Roy  Disney  in  Los  Angeles,  California.  

In  the  early  stages  of  the  company,  the  two  brothers  began  producing  a  series  of  

short,  animated  films  that  they  called  the  Alice  Comedies.  The  films  were  a  huge  

success,  and  the  company  began  growing  rapidly.  And  in  1928,  the  world  famous  

Mickey  Mouse  was  “born,”  or  created,  and  soon  following  the  other  characters  were  

created,  Pluto,  Goofy,  Donald  Duck  to  name  just  a  few.  Expanding  upon  their  

successful  short  animated  films,  they  developed  their  first  full-­‐length  animated  film  

in  1937,  the  ever  so  popular  story  of  “Snow  White  and  The  Seven  Dwarfs.”  This  was  

the  real  beginning  of  The  Walt  Disney  Company  

that  everyone  knows  of  today.  From  there  on  out,  

the  company  moved  into  Live  Action  Production  in  

the  1940s  (The  Walt  Disney).  

  The  company  quickly  moved  from  not  only  

producing  movies,  but  also  designing  amusement  

parks.  In  1955,  the  world  famous  Disneyland,  or  

the  “Happiest  Place  on  Earth”  was  opened  in  

Anaheim,  California.  Walt  Disney  had  always  

dreamed  of  creating  a  theme  park  where  families  

(The  Walt  Disney)  

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could  bring  their  children,  or  what  he  called  a  “little  family  park.”  The  amusement  

parks  that  already  existed  during  this  time  were  very  dirty,  and  not  a  place  where  

families  could  go  and  enjoy  themselves.  In  1953  Walt  finally  found  a  way  to  finance  

his  park,  and  in  1954  the  building  of  Disneyland  was  began,  and  one  year  later  the  

park  was  officially  opened  (Bennett,  B).  

  Just  like  in  the  film  industry,  the  Walt  Disney  Company  was  experiencing  

tremendous  success  with  their  theme  park.  Not  too  long  after  the  formation  of  

Disneyland,  the  plans  for  a  second  park  began  in  Orlando,  Florida.  And  in  1971,  Walt  

Disney  World  was  officially  opened.  Soon  after  Walt  Disney  World  was  opened,  in  

1975  the  company  began  forming  the  idea  of  opening  up  a  European  and  Asian  

version  of  their  American  theme  parks.  In  April  of  1983,  Disney  Tokyo  opened;  in  

April  of  1992,  Disney  Paris  opened;  and  their  newest  park  opened  in  Hong  Kong,  in  

September  of  2005.  And  there  are  plans  to  open  a  park  in  Shanghai,  China  in  2016  

(Bennett,  B).  

 

India:    

Political  Structure:    

India  is  the  world’s  largest  democracy  with  a  population  of  over  1.2  billion  

people;  it  is  the  second  largest  country  population  wise  in  the  world.  In  1947,  India  

(The  Walt  Disney)  

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split  from  Britain  and  gained  independence,  and  shortly  after  in  1950  the  country’s  

current  constitution  was  drafted.  Unlike  that  of  England  and  the  United  States,  

which  have  had  their  systems  in  place  for  centuries,  India’s  government  system  is  

very  young.  Even  though  they  have  had  the  same  constitution  since  1950,  it  is  the  

most  amended  national  document  in  the  history  of  the  world  with  more  than  80  

different  amendments  (Darlington,  R.  2010).    

Since  India’s  political  system  is  a  democracy,  it’s  very  similar  to  that  of  the  

United  States  in  the  sense  that  it  has  three  branches,  the  Executive  Branch,  the  

Judicial  Branch,  and  the  Legislative  Branch.  The  country  is  also  divided  up  into  28  

different  states.  Due  to  the  age  of  the  democracy,  the  government  is  much  more  

corrupt  than  those  in  North  America,  and  in  Europe.  Political  assassinations  are  not  

uncommon,  and  regional  tensions  continue  to  strain  the  Indian  government  

(Darlington,  R.  2010).  

Culture:  

India  has  a  culture  like  none  that  Disney  has  ever  entered.  According  to  

Kamakshi  Gupte:    

Indian  culture  is  rich  and  diverse  and  as  a  result  unique  in  its  very  own  way.  

Our  manners,  way  of  communicating  with  one  another,  etc  are  one  of  the  

important  components  of  our  culture.  Even  though  we  have  accepted  modern  

means  of  living,  improved  our  lifestyle,  our  values  and  beliefs  still  remain  

unchanged.  A  person  can  change  his  way  of  clothing,  way  of  eating  and  living  

but  the  rich  values  in  a  person  always  remains  unchanged  because  they  are  

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deeply  rooted  within  our  hearts,  mind,  body  and  soul  which  we  receive  from  

our  culture  (Gupte,  K.  2009).  

  Traditions  are  things  that  aren’t  taken  lightly  in  India.  The  traditions  in  India  

are  about  values  and  beliefs  that  are  passed  down  from  generation  to  generation.  

With  such  strong  family  traditions,  it  makes  the  role  of  the  family  very  important.  

And  people  put  the  family’s  needs  before  their  own  needs.  This  is  due  to  the  fact  that  

the  Indian  culture  is  a  collectivist  culture  (unlike  that  of  the  United  States,  where  

everyone  looks  out  for  himself  or  herself  before  they  look  out  for  the  group  that  they  

are  a  part  of),  where  they  look  out  for  the  group  they  are  a  part  of  before  they  think  

about  themselves.    

  India  is  similar  to  the  majority  

of  the  world  in  some  of  Hofstede’s  

cultural  dimensions,  but  very  different  

in  others.  The  most  different  one  is  the    

Power  Distance  Index.  The  PDI  “is  the  

extent  to  which  the  less  powerful  

members  of  organizations  and  

institutions  (like  the  family)  accept  

and  expect  that  power  is  distributed  

unequally”  (Geert  Hofstede).    Ranking  

at  77,  India’s  PDI  indicates  a  high  level  

of  inequality  with  power  and  wealth  (Geert  Hofsted)  

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throughout  the  community.  Another  area  that  India  differs  quite  a  bit  is  their  Long  

Term  Orientation.  The  people  of  India  look  at  things  in  the  long  term,  not  the  short  

term.  When  it  comes  to  being  individualistic  or  collectivist,  like  stated  above,  India  

tends  to  lean  towards  collectivist.  They  value  groups  first,  the  individual  second.  

Then  there  is  the  masculinity  level.  Masculinity  “refers  to  the  distribution  of  roles  

between  the  genders  which  is  another  fundamental  issue  for  any  society  to  which  a  

range  of  solutions  are  found”  (Geert  Hofstede).  India  ranks  at  a  61  in  this  category,  

which  simply  means  that  they  are  more  masculine  than  feminine,  and  men  are  seen  

as  more  important  as  women.  The  last  cultural  dimension  outlined  by  Geert  

Hofstede  is  the  Uncertainty  Avoidance  Index.  This  “deals  with  a  society's  tolerance  

for  uncertainty  and  ambiguity;  it  ultimately  refers  to  man's  search  for  Truth”  (Geert  

Hofstede).  India  ranks  at  40  for  this  category,  and  this  means  that  the  people  of  the  

culture  may  be  more  open  to  unstructured  ideas  and  situations.    

Business  culture:  

  In  India,  they  prefer  to  do  business  with  those  that  they  know.  Within  the  

business  world,  relationships  are  built  out  of  mutual  respect  and  trust.  And  most  

businessmen  like  to  have  a  strong  personal  relationship  with  someone  before  they  

enter  into  doing  business  with  them.  This  makes  it  hard  for  new  businesses  to  enter  

the  Indian  market.    

  When  business  is  geared  around  trust  and  respect,  it  doesn’t  matter  how  

successful  your  company  has  been  in  other  places,  the  only  thing  that  matters  is  that  

you  gain  the  trust  of  the  people  in  the  area  you  are  in.  Building  and  maintaining  

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relationships  is  a  very  important  step  for  any  company,  especially  when  entering  a  

new  market.    

Objectives:  

*Note:  Some  of  the  strategies  and  tactics  will  be  discussed  in  more  depth  in  the  

programming  section.    

Goal  #1:  To  successfully  open  Disney  Mumbai.  

• Target  publics:  The  target  publics  for  Disney  to  reach  are  the  citizens  of  

Mumbai,  including  city  officials,  families,  and  those  who  have  a  vested  

interest  in  the  city.  This  also  includes  state  officials,  and  the  federal  

government.    

o City  officials:  Those  who  are  in  charge  of  city  zoning  and  developing.  

o Families:  Families  with  children  above  the  age  of  3,  those  are  most  

likely  the  families  who  will  be  visiting  the  park.    

o State  officials:  Those  who  approve  projects  of  this  sort.    

o Federal  government:  Those  who  oversee  the  projects  for  the  country.    

Objective  #1:  Open  Disney  Mumbai  by  December  1,  2014.  

• Strategies  

o Plan  city  meetings  with  city  officials  to  get  all  necessary  approvals  by  

March  31,  2012.    

o Break  ground  on  the  park  on  January  1,  2013  

o Produce  news  releases  to  distribute  to  the  Mumbai  Mirror.  

• Media  Selection:  Mumbai  Mirror,  this  newspaper  is  a  local  Mumbai  

newspaper.  The  primary  audiences  for  this  objective  are  the  citizens  of  

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Mumbai,  and  the  city  officials.  Having  an  article  in  the  paper  about  the  

meetings  with  the  city  officials  will  be  beneficial  because  it  will  let  the  

citizens  know  about  the  meetings  so  they  can  attend  them.    

Objective  #2:  Have  a  soft  opening  of  the  park  on  November  29,  2014  

• Strategy:  Use  different  media  outlets  to  make  the  public  aware.  

• Tactics:  

o Develop  three  different,  one-­‐minute  commercials  to  be  shown  on  the  

local  TV  stations.  

o Buy  advertisement  space  in  the  local  newspapers  and  magazines.  

o Purchase  billboard  space  around  the  city,  and  create  an  eye-­‐catching  

advertisement.    

o Develop  a  Disney  Mumbai  website  to  post  all  updates  about  the  park.  

o Produce  a  news  release  and  distribute  it  to  the  local  and  national  

newspapers.  

• Media  Selection:  Times  of  India,  a  major  national  newspaper  in  India.  

Selecting  such  a  major  newspaper  will  be  beneficial  to  Disney  because  it  will  

make  the  entire  country  aware  of  what  is  going  on.  And  they  also  offer  a  

website  that  is  available  to  everyone.  Time  Out  Mumbai  will  also  be  a  good  

newspaper  to  approach  because  the  purpose  of  the  newspaper  is  to  let  the  

citizens  of  Mumbai  know  about  the  upcoming  events.    

 

 

 

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Goal  #2:  To  create  a  balance  between  the  Disney  culture,  and  the  Indian  culture.  

• Target  publics:  The  citizens  of  Mumbai,  since  they  are  who  make  the  culture  

in  India  what  it  is.  And  the  employees  of  the  Walt  Disney  Company,  especially  

those  who  will  be  working  at  the  theme  park.    

Objective  #1:  Put  on  six  events  for  families  around  the  city  to  make  them  aware  of  

Disney,  and  all  it  has  to  offer.    

• Tactics:  

o Make  a  citywide  contest;  those  who  win  get  a  free  trip  to  any  Disney  

theme  park  to  experience  what  the  parks  are  like.    

Objective  #2:  Create  a  phrase  to  be  the  key  message  for  the  campaign.  

Programming:  

  This  stage  is  the  most  important;  this  is  where  everything  will  be  put  into  

action.    

• Six  events  will  be  put  on  in  various  parts  of  the  city.  The  first  event  will  be  

held  on  April  1,  2012,  the  second  on  September  1,  2012,  the  third  on  January  

1,  2013,  the  fourth  on  October  30,  2013,  the  fifth  on  May  16,  2014,  and  the  

final  event  will  be  held  on  November  28,  2014,  the  day  before  the  soft  

opening.  At  each  event  there  will  be  a  contest  for  those  who  come,  the  

contest  will  consist  of  games  for  the  children,  games  such  as  potato  sack  

races  and  many  others.  Many  of  the  most  famous  Disney  characters  will  be  at  

these  events;  Mickey  Mouse,  Minnie  Mouse,  Donald  Duck,  Goofy,  Snow  White,  

etc.  Because  Disney  is  a  company  that  is  geared  more  towards  children  than  

adults,  including  the  children  in  activities  at  the  event  will  show  the  kids  how  

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fun  Disney  can  be.  The  winners  of  the  potato  sack  races  and  their  families  

will  be  able  to  take  a  all  expenses  paid  trip  to  one  of  the  theme  parks  in  

various  places  of  the  world;  Disneyland,  Disney  World,  Disney  Paris,  Disney  

Hong  Kong,  or  Disney  Tokyo.  The  families  will  be  able  to  enjoy  the  theme  

parks  while  staying  in  one  of  the  resorts  on  site.    

• A  citywide  essay  contest  will  be  held  to  get  the  community  involved.  The  

contest  will  consist  of  citizens  of  Mumbai  writing  stories  about  Disney,  and  

how  Disney  will  have  a  good  impact  on  Mumbai.  Robert  A.  Iger,  the  Chief  

Executive  Officer  of  the  company,  will  read  the  papers.  By  having  the  CEO  

partake  in  this  event,  it  will  show  the  people  of  Mumbai  that  even  though  the  

company  is  a  large  company,  they  still  have  that  personal  touch.  Like  the  

contests  at  the  events,  the  winners  and  their  family  will  be  given  an  all  

expenses  paid  trip  to  a  Disney  theme  park  of  their  choice.  There  will  be  50  

winners  chosen  throughout  the  city.    

• One  way  that  will  help  make  the  public  aware  of  what  is  going  on  is  to  make  a  

Facebook  profile  for  Disney  Mumbai.  Facebook  has  around  four  million  users  

in  India;  it’s  the  second  most  visited  social  networking  site  in  the  country.  By  

doing  this  it  will  also  allow  others  who  don’t  reside  in  Mumbai  know  what  is  

going  on.  Facebook  is  a  good  way  to  interact  with  the  public  because  it  offers  

two-­‐way  communication.  It  would  also  be  beneficial  to  make  a  profile  on  

Orkurt,  which  is  the  Indian  version  of  Google+.  Orkurt  is  the  most  popular  

social  networking  site  in  India  with  more  than  12.8  million  users.  This  site  

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will  have  the  same  benefits  that  Facebook  offers,  but  will  enhance  it  due  to  

the  fact  that  it  has  over  three  times  the  amount  of  users  as  Facebook  in  India.    

• A  website  will  need  to  be  created  that  only  has  information  regarding  Disney  

Mumbai.  This  way  if  the  public  has  any  questions  they  can  just  check  the  

website  for  answers.  The  website  will  contain  information  such  as  the  park  

design  and  layout,  a  brief  description  of  all  the  rides  that  the  park  will  have.  It  

will  also  include  information  about  the  construction  process,  the  approval  

process,  the  dates  and  addresses  of  when  and  where  the  events  will  be  held  

in  Mumbai.  It  will  also  house  all  the  information  for  the  citywide  essay  

contest.  The  website  will  also  contain  a  section  where  people  can  ask  

questions.  The  questions  will  be  answered  within  24  hours  by  various  people  

in  charge  of  the  website.  This  will  be  a  good  tool  for  two-­‐way  communication.  

• Communicating  with  the  media  is  key  to  any  PR  campaign.  Choosing  the  right  

media  outlets  is  important.  Local  newspapers  and  magazines  are  going  to  be  

good  publications  to  make  the  public  aware  of  what  is  going  on  with  Disney.  

Also  national  newspapers  will  be  beneficial  to  approach  so  that  the  people  

throughout  the  entire  country  will  be  able  to  have  up  to  date  information  

about  the  progress  of  the  park  and  the  events  that  will  be  held  in  Mumbai.  

Publications  that  will  be  approached  include:  Times  of  India,  Mumbai  Mirror,  

and  Time  Out  Mumbai.    

• Press  conferences  will  be  held  at  the  site  where  Disney  Mumbai  will  be  

constructed.  The  press  conferences  will  allow  all  local  media  channels  to  

come  out  and  ask  the  CEO,  and  many  other  top  executives  questions  about  

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the  project.  At  the  press  conference  the  head  contractor  for  the  construction  

of  Disney  Mumbai  will  be  there  to  ask  any  questions  regarding  the  time-­‐line  

of  the  construction  process.    

• Key  messages  will  be  created  so  that  the  voice  coming  from  Disney  is  unified.  

Magic  is  something  that  kids  are  always  interested  in,  they  always  want  

more.  So  a  possible  key  message  for  Disney  Mumbai  could  be  “Bringing  a  bit  

of  magic  to  Mumbai.”  It’s  simple,  and  in  a  way,  Disney  and  magic  go  hand  in  

hand.    

Evaluation:  

  The  evaluation  process  for  this  campaign  will  be  somewhat  simple.  Since  a  

few  of  the  goals  and  objectives  are  very  easy  to  determine  if  they  are  successful,  it  

will  be  easy  to  evaluate  those  ones.  The  first  goal  is  to  successfully  open  Disney  

Mumbai,  so  as  long  as  the  park  opens,  that  goal  can  be  evaluated  as  a  success.  The  

first  objective  for  goal  number  one  is  to  open  the  park  on  December  1,  2014.  So  once  

again,  as  long  as  that  is  achieved  then  that  will  also  be  a  success.  The  second  

objective  is  just  as  easy  to  evaluate,  if  the  soft  opening  happens  on  November  29,  

2014  then  that  will  be  a  success  as  well.  Other  things  will  want  to  be  looked  at  with  

these  events.    

  The  second  goal  will  be  a  little  harder  to  evaluate  due  to  the  fact  that  it  isn’t  

measurable  or  quantitative.  The  second  goal  is  to  create  a  balance  between  the  

Disney  culture,  and  the  Indian  culture.  Seeing  as  how  the  two  cultures,  the  culture  of  

the  country  and  the  culture  of  the  company  are  so  significantly  different,  it  is  very  

important  to  create  that  balance  between  the  two.  One  way  that  this  goal  can  be  

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evaluated  is  by  seeing  how  many  people  show  up  to  the  grand  opening  of  the  theme  

park.  If  there  is  a  good  turn  out,  then  it  means  that  Disney  successfully  integrated  

itself  into  the  Indian  culture,  if  there  isn’t  a  good  turn  out,  then  it  would  be  obvious  

that  it  wasn’t  as  successful  as  it  could  have  been.  A  good  turn  out  will  include  10,000  

or  more  guests,  anything  below  that  will  be  considered  a  poor  turn  out  on  the  

opening  day.  The  first  objective  for  that  goal  will  be  easy  to  evaluate.  As  long  as  the  

six  events  are  put  on,  then  it’s  a  success.  But  as  with  the  opening  and  soft  opening,  

you  will  want  to  check  the  attendance  rates  of  all  of  the  events.  For  the  events,  the  

minimum  number  of  guests  who  should  attend  is  500  at  each  event.  If  500  or  more  

guests  show  up,  then  each  event  will  be  a  success.  And  the  second  objective  is  just  as  

easy  to  evaluate.  If  a  key  message  is  created,  and  used  throughout  the  campaign,  

then  it  is  a  success.  One  thing  that  will  be  important  about  this  key  message  is  how  

the  people  of  Mumbai,  and  the  surrounding  areas  throughout  India  perceive  it.    

  Another  aspect  of  this  campaign  that  will  need  to  be  evaluated  is  the  contests  

that  will  be  held  at  the  events,  and  the  citywide  contest.  Just  because  an  

event/contest  is  put  on,  doesn’t  mean  that  you’ve  reached  your  goal.  For  the  

citywide  contest,  it  will  be  a  success  if  200  essays  are  submitted.  For  the  contests  at  

the  events,  it  will  be  a  success  if  50  children  participate.  Anything  less  than  both  of  

those  numbers  will  be  considered  unsuccessful.    

  One  thing  that  will  also  be  done  is  surveys  will  be  sent  out  to  the  citizens  of  

Mumbai.  (The  survey  will  ask  questions  such  as:  Have  you  visited  Disney  Mumbai?  

Will  you  visit  Disney  Mumbai?  If  you’ve  been,  did  you  have  fun?  What  was  your  

favorite  aspect  of  Disney  Mumbai?  What  could  be  improved?)  Providing  citizens  

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with  a  survey  that  ask  these  questions  will  provide  Disney  with  much  needed  

information  about  the  success  of  the  campaign.  If  people  are  not  fond  of  the  theme  

park,  or  don’t  think  Disney  approached  it  in  the  right  way,  then  that  will  be  reflected  

in  the  surveys.  If  Disney  accomplished  everything  they  planned  on  accomplishing,  

and  did  it  in  a  proper  manner,  then  that  will  also  be  reflected  in  the  surveys  as  well.  

They  will  also  provide  valuable  insight  about  what  can  be  approved  upon,  or  what  is  

working  well.    

Stewardship:  

  Even  if  the  campaign  is  a  huge  success,  it  doesn’t  mean  that  people  will  

always  think  highly  of  the  company  and  the  theme  park.  To  ensure  that  Disney  will  

be  a  company  that  the  people  of  Mumbai  will  always  like,  and  welcome,  things  will  

always  need  to  be  done  to  involve  the  community  and  show  that  Disney  truly  cares.  

The  people  of  India  find  it  very  important  to  build  a  relationship  with  anyone  they  

do  business  with,  so  in  a  sense  Disney  will  need  to  be  treated  like  and  act  like  a  

person.  Disney  needs  to  build  a  relationship  with  the  people  of  Mumbai  so  that  the  

mutual  trust  and  respect  is  gained.    

  Some  of  the  things  developed  in  this  campaign  can  be  used  over  and  over  

again  to  maintain  those  relationships.  Hosting  events  throughout  the  city  will  be  a  

great  way  to  keep  the  community  involved.  Events  such  as  “Kids  Ride  For  Free,”  

where  the  admission  price  for  kids  13  and  under  on  a  certain  day  will  be  free.  Other  

events  like  “Parents  Night  Out,”  can  be  held  where  the  park  is  only  open  to  parents  

for  a  certain  night,  a  night  where  they  can  be  free  to  act  like  kids,  and  fully  enjoy  all  

that  the  park  has  to  offer.  Holding  events  like  these  will  build  a  relationship  with  the  

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people  of  Mumbai  because  it  will  show  that  Disney  is  not  only  after  their  money,  the  

company  is  there  to  enrich  the  lives  of  the  citizens,  and  provide  a  place  where  they  

can  let  loose  and  have  fun.    

  Disney  would  also  need  to  come  up  with  future  contests,  and  provide  the  

winners  with  all  expense  paid  trips  to  other  theme  parks,  or  on  their  cruise  lines.  

Doing  this  provides  a  sense  of  competition,  and  a  sense  of  accomplishment  if  they  

win.  It  also  provides  Disney  with  a  chance  to  showcase  all  of  the  great  things  that  

the  company  has  to  offer.  And  it  shows  that  by  being  involved  with  Disney,  it  can  be  

very  beneficial.  Keeping  the  community  involved  with  the  company  will  help  ensure  

that  the  reputation  of  the  company  will  always  grow.    

   

 

 

 

 

 

 

                     

 

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References:    

Bennett,  B.  (n.d.).  A  Brief  History  of  the  Disney  Parks.  In  Mouse  Planet.  Retrieved  

December  2,  2011  

Darlington,  R.  (2010,  December  28).  A  SHORT  GUIDE  TO  THE  INDIAN  POLITICAL    

SYSTEM  .  In  Roger  Darlington's  World.  Retrieved  December  3,  2011  

Geert  Hofstede  Cultural  Dimensions  (n.d.).  In  Geert  Hofstede  -­‐  ITM.  Retrieved    

December  4,  2011  

Gupte,  K.  (2009).  Indian  Culture.  In  Indian  Child.  Retrieved  December  3,  2011  

The  Walt  Disney  Studios  History  (n.d.).  In  The  Walt  Disney  Studios.  Retrieved  

December  2,  2011