Overcoming Marketing Myopia and doing it the 'Disney' way

'Marketing Myopia', a term which was first coined by Theodore Levitt in 1960, refers to defining the purpose of your business too narrowly. In his article, which was published under the same name, Levitt emphasized the importance of defining the purpose of your business correctly in order to be successful in the long run.

For example, it is important to understand that whitening toothpaste companies do not sell toothpastes but 'smiles' and 'confidence'; car companies do not sell cars but a 'means of transport'; Refrigerator companies do not sell refrigerators but 'freshness'; skimmed product and exercise equipment companies sell 'smartness' and 'high self-esteem'.

For service-oriented industries, defining the purpose of business correctly becomes even more important. This is because, the service industry lacks tangibility and the intangibles have to be defined properly.

Furthermore, in the service industry, it is extremely important that not only are the customers satisfied but the employees are also motivated and happy with their working environment. The idea is that happy employees will automatically make customers happy. This is because the intangibility in the service industry makes the role of the employees that of prime importance.

To further elaborate this point, lets see how Walt Disney is doing it the 'right way'.....Walt Disney defines its business correctly and sells 'entertainment'!

Walt Disney was started as the Disney Brothers Studio by Walter Disney and his brother in 1923.

Walter Disney had dropped out of school at the age of 16 and had struggled his way to start the company, failing many a times but always starting anew with fresher ideas. He never gave up his passion for animation.

Walt Disney Productions has come a long way since then. At present, they have studios, movies, animated films and amusement parks under their esteemed banner.

Walt Disney, along with McDonalds is rated as one of the best service providers in America. This is because Disney follows a motto of loving and satisfying people, whether they are customers or employees.

One of the ways in which Disney does this is by having week long programs of 'cross-utilization'. During this program, the office executives or bosses leave their suits and ties behind and don a 'Mickey Mouse' or any other character costume. They then head to the amusement park to work alongside other employees.

They help in loading and unloading rides, sell pop-corns and hot dogs or do any on-stage job entertainment job.

At Walt Disney, there are no 'workers', only "cast members"; they do not have a 'Human Resource Department', but 'Casting' and they do not have 'customers' but only 'Guests'.

For them, each job is not work but a show to be presented to entertain the Guests. At Walt Disney, they emphasize the importance of the Guest by putting a upper case 'G'.

Even in their offices, informality is stressed. Everybody, including the President wears a name tag but only with the first name.

Walt Disney has set a precedent in the service industry by showing how to get more customers and sales but doing it the 'right way'!