The Walt Disney Company (NYSE:DIS) and Siemens (NSE: SIEMENS) – long-living alliance

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By Hanson So on September 1, 2014 Company

One of Germany’s largest corporations, Siemens Ltd (NSE: SIEMENS) gained net profits amounting to $6.1 billion the previous year with revenue of about $104.5 billion. One of its marketing campaigns included an alliance with The Walt Disney Company (NYSE:DIS) that has been active for the past 12 years; it started back in 2005.

The Walt Disney Company (NYSE:DIS) hasn’t been into too many sponsors, however, it has been well-known for its sponsor like The Coca-Cola Company (NYSE:KO). Now, the company has a circle of global partners that sponsor its parks in France, Tokyo, Hong Kong and the U.S. A few of these sponsors work for the designing of Disney (NYSE:DIS)’s theme parks while others create an impact through product placement on ABC network shows.

The director of strategic marketing, Darren Sparks, states that Epcot is one name that stood out for its ‘Experimental Prototype Community of Tomorrow’. The Walt Disney Company (NYSE:DIS) has written Siemens Ltd (NSE: SIEMENS) children’s books for those who have hearing problems. Sparks says that audiologist chose the Siemens Ltd (NSE: SIEMENS) pediatric instrument for hearing because of the program it offered with The Walt Disney Company (NYSE:DIS).

This partnership also allows the possibility of a future placement in ABC television and the Walt Disney Company (NYSE:DIS) Studio films. Mr. Sparks, continued to say that the ABC Studio Sign present in the Times Square was sponsored by Siemens Ltd (NSE: SIEMENS) therefore the Siemens logo will be present under the jumbotron. Siemens (NSE: SIEMENS) also uses the sign each year for its Out Of Home campaigns.

The Walt Disney Company (NYSE:DIS) came to Siemens Ltd (NSE: SIEMENS) to discuss the possibility of becoming its technology partner after GE, in 2004, bought 80% of Universal Pictures. GE began to compete with theme parks and film.

Sparks said that Siemens Ltd (NSE: SIEMENS) got in touch with a marketing agency in order to compare the opportunity it was getting with The Walt Disney Company (NYSE:DIS) with other sponsorships with the hopes to know more about advertising equivalence, assets and brand exposure. He says that every case has a marketing gap but the strategy lies in how you deal with that gap.
The Walt Disney Company (NYSE:DIS) offers the opportunity to its partners for a tangible return more than any other sponsorships. It is this that distinguishes it from other deals. The company spends more than around $10 billion per annum on services as well as goods with its partners.

The Walt Disney Company (NYSE:DIS) turned to Siemens Ltd (NSE: SIEMENS) to think of a technology that would drive high-tech attractions to its California Adventure park.

The Walt Disney Company (NYSE:DIS) utilized a number of Siemens Ltd (NSE: SIEMENS)’s advanced technologies multiple times. At times, these technologies were customized only to fulfill the company’s needs. Their partnership has been strong for many years and aims to be the same in the future.

Sparks stated that the company is a complex one with many complex technologies. He continues to add that it takes much expertise in order to manage sponsorships with a lot of flexibility. Siemens Ltd (NSE: SIEMENS) is one company that possesses both these skills and the corporate alliance with The Walt Disney Company (NYSE:DIS) has become more like a fairytale marriage.