Mickey Mouse Adds English Teacher To His Resume

It appears Mickey Mouse has a new job in China – teaching English to Chinese children in Shanghai at schools owned by Walt Disney Co. The company says the initiative is primarily about teaching language skills to children, not a marketing push or about extending its brand in the worlds’ most populous nation, but what do you think? 

According to a recent Walls Street Journal article, a child enrolled at one of the Disney schools in China will encounter a Mickey Mouse sculpture in the foyer, receive diction lessons with Lilo and Stich, take classes in rooms named after Disney movies, complete exercises introducing Disney books, TV shows and movies, and receive magic tokens as reward gifts that can be exchanged for Disney products which are available at the store on site.  

Given Disney’s current presence in China, which is limited by the Chinese government’s constraints on foreign media; the Disney English schools seem like an innovative way for the company to expand the global reach of its brand while also entering the booming niche industry of English language instruction. From an IMC perspective, clearly Disney discovered a consumer need that the company is fulfilling in a relevant, original and impactful manner. Let’s just hope these kids don’t develop Mickey Mouse or Donald Duck accents!  

So weigh in below - do you think Disney is overstepping the line or being innovative in China?

--Guest Contributor: Divya Chopra, IMC Graduate Student

Yum! Visits IMC

Did you know that on one street corner in Shanghai, China, there are four Kentucky Fried Chicken restaurants? Were you aware that in a country with India’s population (approximately one billion people), there are only 300 Pizza Hut restaurants? Jonathan Blum, senior vice president and chief public affairs office for Yum! Brands Inc., shared these interesting facts and more with Integrated Marketing Communications (IMC) students at a Professional Speaker Series event in the Medill IMC program.  

Blum explained the history of Yum! Brands Inc. and how the company spun off from PepsiCo in 1997 with the brands Taco Bell, Kentucky Fried Chicken (KFC), Pizza Hut, Long John Silver’s and A&W Restaurants. Students learned of the incredible growth of the company, especially with its current international expansion to approximately 112 countries including Russia, China, Vietnam, Brazil and India. Blum also spoke of IMC tactics his company is executing to both domestic and international consumers during these tough economic times. For example, recent Kentucky Fried Chicken ads emphasized the value of the KFC products, a concept that is particularly important to consumers who are watching their wallets. Additionally, Blum emphasized the importance of conducting thorough market research in arriving at consumer insights and understanding purchase behavior. It is through these market research processes that Taco Bell decided to create its Fresco line, to appeal to the health conscious consumer through its low fat, fresh products.  

Prior to joining Yum! Brands Inc., Blum worked in the White House during President Jimmy Carter’s administration. He obtained his law degree and worked in an advertising agency, but never felt like he ‘found his niche’ until he joined Yum! Brands Inc., which he claims is “fun and slightly left of center.” Yum! recently posted a twinternship position for Pizza Hut that will focus on new and emerging social media. 

About his job, Blum says, “I love that I get to roll up my sleeves and do what I love every day.” Blum’s passion for his work, his ability to adapt with the times, and keeping the consumer at the core of all activities serves as a reminder to us all of the importance of creating a customer centric marketing approach grounded in thorough research.

--Guest Contributor: Divya Chopra, IMC Graduate Student