Spot ‘Disney’ in modern cities: Delhi
1) First Disney Store opens in India 
Walt Disney Company has signed a franchise agreement with Delhi-based Ravi Jaipuria, a very successful businessman in India. This agreement will lead to the opening of an estimate 150 stores across India in the next 5 years.
The first Disney store is set up in 2007 at Gurgaon, the outskirts of Delhi. Currently, they are only selling the stationery products of Walt Disney Co. but it is a temporary plan. In the time to come, more products related to the Disney theme will be brought into the India market. This expansion principle reflected the popularity and great success of the Disney theme park. The retail shop of Walt Disney stationery is a good example of the dimension that states the promotion and selling of merchandise which bears the logo, copyright image under license. In addition, Walt Disney also highlights the importance of delivering consistent service for coordinating their staff to work towards their common goal. Training is offered for all employees regardless their position to familiarize them with the standard service standard, the corporate philosophy, values, goals etc. Therefore, it shows that the frontline service work is seemed as a performance which is one of the dimensions of disneyzation – Performative labor.
Walt Disney Company has signed a franchise agreement with Delhi-based Ravi Jaipuria, a very successful businessman in India. This agreement will lead to the opening of an estimate 150 stores across India in the next 5 years.
The first Disney store is set up in 2007 at Gurgaon, the outskirts of Delhi. Currently, they are only selling the stationery products of Walt Disney Co. but it is a temporary plan. In the time to come, more products related to the Disney theme will be brought into the India market. This expansion principle reflected the popularity and great success of the Disney theme park. The retail shop of Walt Disney stationery is a good example of the dimension that states the promotion and selling of merchandise which bears the logo, copyright image under license. In addition, Walt Disney also highlights the importance of delivering consistent service for coordinating their staff to work towards their common goal. Training is offered for all employees regardless their position to familiarize them with the standard service standard, the corporate philosophy, values, goals etc. Therefore, it shows that the frontline service work is seemed as a performance which is one of the dimensions of disneyzation – Performative labor.
Walt Disney Company has identified the potential of establishing its brand in India due to an increase of middle class income. The government has been controlling the opening of the local market, but recently the government changes its policy whereby foreign companies are able to invest in retails shops of single brand products with its partnership with local firms. This policy allows the local firms to benefit as well when developing the market but this also means that it is becoming easier to establish international brand in India. Hence, disneyzation are more likely to occur when policies are more relaxed. Locals now are getting exposed to more international themed products such as Disney. In the long term, disneyzation can cause the dilution of local culture and uniqueness.
2) Hard Rock Café
Hard Rock Café has opened its fourth branch in New Delhi, which affiliate under the flagship of Mumbai’s Café as well as the other regions in Pune and Bengaluru. The opening of the Hard Rock Café in Delhi, the capital of India helps to create higher awareness of the Rock n Roll café and the American menus which many of the locals were not exposed of before. In addition, Hard Rock Café will be selling limited edition products such as Hard Rock Classic and City shirts that are only available in Delhi. Similar as Disney retail shops, the selling of Hard Rock themed products displays one of the dimensions that is merchandising. The products made available by Hard Rock often have their copyrighted logo imprinted on it which can only be sold under the license agreement. Besides that, there is also Hard Rock Hotels and Casinos that are not yet introduced in India, but they can be found in other countries such as Singapore, Las Vegas etc. This indicates an inclination of theming whereby the Hard Rock concept is being applied to irrelevant institution such as hotels and casinos.
Currently, there are more than 20,000 Hard Rock’s staff members with more than 140 locations across 6 continents. Hard Rock Café is growing at a tremendous rate annually. For example, an estimate of 10 countries will have Hard Rock Café in one of their states such as Costa Maya in Mexico, Hanoi in Vietnam etc. The extent of spreading the Hard Rock concept is amazing and it is not surprising if it actually dominates the market globally in the long run.
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