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Jaime Rosman & Karl M Schwartz
 
Agenda Disney HKD Issues Marketing Competition Present  & Future
Disney Facts <ul><li>Four International Theme Parks: </li></ul><ul><ul><li>USA </li></ul></ul><ul><ul><li>Disneyland Paris...
Timeline Disney HKD Issues Marketing Competition Present & Future
Hong Kong Disneyland Facts <ul><li>Took almost 6 years to realize from conception to opening </li></ul><ul><li>Opened Sept...
Hong Kong Disneyland Facts <ul><li>5000 Cast Members (Staff) </li></ul><ul><li>“ Never a customer, always a guest”  </li><...
Hong Kong Disneyland Facts <ul><li>Four Themed Lands: </li></ul><ul><ul><li>Mainstreet USA </li></ul></ul><ul><ul><li>Adve...
Question <ul><li>What sort of involvement does your major stakeholder have in day-to-day operations or long-term strategy?...
 
 
Cultural Assimilation  <ul><li>Feng shui masters were consulted </li></ul><ul><li>Deployment of five basic elements of “go...
 
 
Question <ul><li>How to you determine what to keep true to Disney and how to you determine what to align with Chinese cust...
Ticketing Fiasco
Ticketing Fiasco <ul><li>Chinese New Year on January 29,2006 </li></ul><ul><li>Surge of visitors from mainland China </li>...
Other Difficulties <ul><li>2005 </li></ul><ul><ul><li>Long Lines at entrance and rides </li></ul></ul><ul><ul><li>High emp...
Question <ul><li>What measures have been taken to deal with capacity problems? </li></ul>
2007 Promotional Film Marketing HKD Issues Present & Future Disney Competition
Marketing <ul><li>Targeted links on website for each group </li></ul><ul><li>Includes: </li></ul><ul><ul><li>Activities  <...
Question <ul><li>What are the major differences between marketing messages and mix here versus in the United States?  </li...
Ocean Park  <ul><li>Marine Theme Park  </li></ul><ul><li>Positioned as Hong Kong’s local theme park  </li></ul><ul><li>Bec...
Hong Kong Wetland Park <ul><li>Nature Preserve </li></ul><ul><li>Zoo-like </li></ul><ul><li>Observational / Learning theme...
Ngong Ping 360 <ul><li>Cable Car Transportation </li></ul><ul><li>Less “Closed” </li></ul><ul><li>Nature/Culture themed </...
Expansion Plans <ul><li>Currently utilizing half of the available land </li></ul><ul><li>Want to increase size of the park...
Halt Expansion Plans <ul><li>As of March 16, 2009, Hong Kong Disneyland has put a hold on expansion plans </li></ul><ul><l...
Question <ul><li>How are you going to be able to adapt/change without expanding?  </li></ul>
Future in Danger?  <ul><li>Steadily lost money since opening 9/2005  </li></ul><ul><li>Some visitors say park too small to...
Question <ul><li>With the proposed Shanghai park how is Hong Disney going to differentiate/compete?  </li></ul>
Questions Summary <ul><li>What sort of involvement does your major stakeholder have in day-to-day operations or long-term ...
Questions for us? <ul><li>Molly, any questions? </li></ul>
Sources <ul><li>“ Hong Kong Disneyland 2007 Promo”, Nonzee Nimibutr, Jan Dara & Nang Nak / HKDL Source –  http://www.youtu...
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Disney World Hong Kong V 1 3

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Update on Hong Kong Disneyland for MBA trip to China

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  • This logo came out a little blurry…hopefully we can find a better one and change this.. KMS: Got an EPS/Lineart Logo http://www.youtube.com/watch?v=2WKtkaKwB_0&amp;feature=related
  • Transcript of "Disney World Hong Kong V 1 3"

    1. 1. Jaime Rosman & Karl M Schwartz
    2. 3. Agenda Disney HKD Issues Marketing Competition Present & Future
    3. 4. Disney Facts <ul><li>Four International Theme Parks: </li></ul><ul><ul><li>USA </li></ul></ul><ul><ul><li>Disneyland Paris </li></ul></ul><ul><ul><li>Tokyo Disneyland </li></ul></ul><ul><ul><li>Hong Kong Disneyland </li></ul></ul><ul><li>High standard of quality </li></ul><ul><li>Unique Disney experience </li></ul>Disney HKD Issues Marketing Competition Present & Future
    4. 5. Timeline Disney HKD Issues Marketing Competition Present & Future
    5. 6. Hong Kong Disneyland Facts <ul><li>Took almost 6 years to realize from conception to opening </li></ul><ul><li>Opened September 12, 2005 </li></ul><ul><li>$2.9 billion investment </li></ul><ul><li>Joint venture between The Walt Disney Company and the Government of the Hong Kong Special Administrative Region (HKSAR) </li></ul><ul><li>57% (HKSAR) to 43% (Disney) Equity Structure </li></ul><ul><li>HKSAR covered over 80% of initial investment </li></ul>Disney HKD Issues Marketing Competition Present & Future
    6. 7. Hong Kong Disneyland Facts <ul><li>5000 Cast Members (Staff) </li></ul><ul><li>“ Never a customer, always a guest” </li></ul><ul><li>Customer Base: </li></ul><ul><ul><li>1/3 from Hong Kong </li></ul></ul><ul><ul><li>1/3 from Mainland China </li></ul></ul><ul><ul><li>1/3 from International Tourists </li></ul></ul><ul><li>In 2006, Hong Kong Disneyland ranked among the top five most popular places to visit in Hong Kong </li></ul>Disney HKD Issues Marketing Competition Present & Future
    7. 8. Hong Kong Disneyland Facts <ul><li>Four Themed Lands: </li></ul><ul><ul><li>Mainstreet USA </li></ul></ul><ul><ul><li>Adventureland </li></ul></ul><ul><ul><li>Fantasyland </li></ul></ul><ul><ul><li>Tomorrowland </li></ul></ul><ul><li>Two Hotels: </li></ul><ul><ul><li>Hong Kong Disneyland Hotel </li></ul></ul><ul><ul><li>Disneyland’s Hollywood Hotel </li></ul></ul>Disney HKD Issues Marketing Competition Present & Future
    8. 9. Question <ul><li>What sort of involvement does your major stakeholder have in day-to-day operations or long-term strategy? </li></ul>
    9. 12. Cultural Assimilation <ul><li>Feng shui masters were consulted </li></ul><ul><li>Deployment of five basic elements of “gold, wood, water, fire, and earth” were skillfully managed throughout the park </li></ul><ul><ul><li>Alignment of the energies between the people and the spaces </li></ul></ul><ul><li>Conscious play with the number “8” symbol of prosperity </li></ul><ul><ul><li>Ballroom of Resort 888 square meters </li></ul></ul>Disney HKD Issues Marketing Competition Present & Future
    10. 15. Question <ul><li>How to you determine what to keep true to Disney and how to you determine what to align with Chinese customs? </li></ul>
    11. 16. Ticketing Fiasco
    12. 17. Ticketing Fiasco <ul><li>Chinese New Year on January 29,2006 </li></ul><ul><li>Surge of visitors from mainland China </li></ul><ul><li>Flexible ticket scheme </li></ul><ul><li>Discrepancy in holiday calendars between mainland China and Hong Kong </li></ul><ul><li>Patrons were denied entry for three consecutive days </li></ul>HKD Issues Disney Present & Future Marketing Competition
    13. 18. Other Difficulties <ul><li>2005 </li></ul><ul><ul><li>Long Lines at entrance and rides </li></ul></ul><ul><ul><li>High employee turnover </li></ul></ul><ul><ul><li>Press complains of being treated poorly </li></ul></ul><ul><li>2006 </li></ul><ul><ul><li>“ Ticketing Fiasco” </li></ul></ul><ul><ul><li>Degrading image due to low “citizenship” </li></ul></ul><ul><ul><li>Low attendance compared to projections </li></ul></ul><ul><ul><li>Press complains of being treated poorly </li></ul></ul>HKD Issues Disney Present & Future Marketing Competition
    14. 19. Question <ul><li>What measures have been taken to deal with capacity problems? </li></ul>
    15. 20. 2007 Promotional Film Marketing HKD Issues Present & Future Disney Competition
    16. 21. Marketing <ul><li>Targeted links on website for each group </li></ul><ul><li>Includes: </li></ul><ul><ul><li>Activities </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Special Events </li></ul></ul>Marketing HKD Issues Present & Future Disney Competition
    17. 22. Question <ul><li>What are the major differences between marketing messages and mix here versus in the United States? </li></ul>
    18. 23. Ocean Park <ul><li>Marine Theme Park </li></ul><ul><li>Positioned as Hong Kong’s local theme park </li></ul><ul><li>Became much more aggressive in marketing and product development since the building of Hong Kong Disneyland was announced </li></ul><ul><li>Projected 30% loss in visitors once Hong Kong Disney opened, only had a 13% loss </li></ul><ul><li>Cheaper admission, consider better value </li></ul>Competition HKD Issues Present & Future Disney Marketing
    19. 24. Hong Kong Wetland Park <ul><li>Nature Preserve </li></ul><ul><li>Zoo-like </li></ul><ul><li>Observational / Learning themed </li></ul>Competition HKD Issues Present & Future Disney Marketing
    20. 25. Ngong Ping 360 <ul><li>Cable Car Transportation </li></ul><ul><li>Less “Closed” </li></ul><ul><li>Nature/Culture themed </li></ul>Competition HKD Issues Present & Future Disney Marketing
    21. 26. Expansion Plans <ul><li>Currently utilizing half of the available land </li></ul><ul><li>Want to increase size of the park by 1/3 </li></ul><ul><li>Approx. $500 million price tag on proposed expansion </li></ul><ul><li>Hong Kong version of the Magic Kingdom is the smallest of Disney’s theme parks. </li></ul><ul><li>Expansion is vital to the parks success </li></ul>Present & Future HKD Issues Marketing Disney Competition
    22. 27. Halt Expansion Plans <ul><li>As of March 16, 2009, Hong Kong Disneyland has put a hold on expansion plans </li></ul><ul><li>Failed to reach agreement with HKSAR to fund the expansion </li></ul><ul><li>Fired 30 Employees </li></ul><ul><li>“ The uncertainty of the outcome requires us to suspend all creative and design work on the project.” – Disney </li></ul>Present & Future HKD Issues Marketing Disney Competition
    23. 28. Question <ul><li>How are you going to be able to adapt/change without expanding? </li></ul>
    24. 29. Future in Danger? <ul><li>Steadily lost money since opening 9/2005 </li></ul><ul><li>Some visitors say park too small to entice them back for a second visit. </li></ul><ul><li>Disneyland might open a Shanghai park: </li></ul><ul><ul><li>Could open in 2014 </li></ul></ul><ul><ul><li>Much larger </li></ul></ul><ul><ul><li>Easier for many Chinese families to visit </li></ul></ul><ul><li>With Shanghai park, could mean a drop of as much as 60% in visitor numbers for Hong Kong </li></ul>Present & Future HKD Issues Marketing Disney Competition
    25. 30. Question <ul><li>With the proposed Shanghai park how is Hong Disney going to differentiate/compete? </li></ul>
    26. 31. Questions Summary <ul><li>What sort of involvement does your major stakeholder have in day-to-day operations or long-term strategy? </li></ul><ul><li>How to you determine what to keep true to Disney and how to you determine what to align with Chinese customs? </li></ul><ul><li>What measures have been taken to deal with capacity problems? </li></ul><ul><li>What are the major differences between marketing messages and mix here versus in the United States? </li></ul><ul><li>How are you going to be able to compete without expanding? </li></ul><ul><li>With the proposed Shanghai park how is Hong Disney going to differentiate/compete? </li></ul>
    27. 32. Questions for us? <ul><li>Molly, any questions? </li></ul>
    28. 33. Sources <ul><li>“ Hong Kong Disneyland 2007 Promo”, Nonzee Nimibutr, Jan Dara & Nang Nak / HKDL Source – http://www.youtube.com/watch?v=vFIKQXnD754 </li></ul><ul><li>“ Hong Kong Disneyland: Where is the Magic?”, Chi Kin Yim / University of Hong Kong, 2007 – Exhibit 4 </li></ul><ul><li>“ Chaos at Hong Kong Disneyland, Tracy Jonkivy / Associated Press ( http://associatedpress.com/ ), http://www.youtube.com/watch?v=yXaxGB9CBcE </li></ul><ul><li>“ Hong Kong Disneyland 2008 promo”, Hong Kong Disneyland, http://www.youtube.com/watch?v=jZHZDcgCao8 </li></ul><ul><li>“ Hong Kong Wetland Park”, Trip Advisor, http://www.tripadvisor.com/Attraction_Review-g294217-d548055-Reviews-Hong_Kong_Wetland_Park-Hong_Kong_Hong_Kong_Region.html </li></ul><ul><li>“ Hong Kong Ngong Ping 360”, Trip Advisor, http://www.tripadvisor.com/Travel-g294217-d624841/Hong-Kong:China:Ngong.Ping.360.html </li></ul>
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