Disney

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Families hardly get travel time in during the school season, causing Disney World to suffer a decline in visitors.
I created a media plan to stimulate the trial and move the target into Disney World during this off season.

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Disney

  1. 1. Disney Theme Parks
  2. 2. Problem <ul><li>Walt Disney theme parks have suffered from declining advertising and theme park revenue amidst a global slowdown in demand. As for 2010 and beyond, a large part of the company's success will depend on its ability to continue creating hit characters and movies and getting the target to come in during the off season. </li></ul>
  3. 3. Media Objective <ul><li>Our media Objective is to increase sales and stimulate the trial and get our target consumers (parents) to bring their children to the theme parks on our off season the school year. </li></ul>
  4. 4. Client <ul><li>The Walt Disney Company was founded in 1923 by Walt Disney as a movie studio. Mickey Mouse character appeared for the first time five years later. In 1955, Disneyland Resort opened in Anaheim, California, and the company went public two years later. </li></ul><ul><li>Market Share </li></ul><ul><li>% </li></ul><ul><li>Disney-34.00 </li></ul><ul><li>Universal-9.00 </li></ul><ul><li>Sea World-8.00 </li></ul><ul><li>Anheuser-Busch-7.00 </li></ul><ul><li>Six Flags-6.00 </li></ul><ul><li>Other-36.00 </li></ul>
  5. 5. <ul><li>Market Voice </li></ul><ul><li>Walt Disney Parks and Resorts, the US theme park and cruise line division, has increased its TV budget by almost 20% for its 2001 campaign, which will be its longest ever, running for 21 weeks. </li></ul><ul><ul><li>Universal Orlando Resort has purchased a 60-second television commercial to run in the third period of Super Bowl XXXVI on Feb. 3. Sources say the cost for the minute was in the $3 million range, said Jack Feuer, of Adweek Magazine. </li></ul></ul><ul><ul><ul><li>Disney mostly advertises on television whereas the prime outlet for Universal is online and through promotions. Disney seems to have the bigger voice when it comes to how many Impressions they make over Universal. </li></ul></ul></ul>
  6. 6. Solution <ul><li>Special Promotions for children which has an offseason theme. </li></ul><ul><li>Example: Store a copy of child’s progress report in your Disney Park account and If child meets the standards by the school he or she gets free admission for (For an off-season visit) and next summer if they do better than progress report forecasted. </li></ul>
  7. 7. Marketing Objectives <ul><li>Consumers are not coming to Disney theme parks during the off season. </li></ul><ul><li>The challenge has to do with low sales during the off season at Disney theme parks. </li></ul><ul><li>We would have to boost low sales and stimulate the trial so that they will want to visit the park during the off season. </li></ul>
  8. 8. Competitive Overview <ul><li>Disney Theme Parks key competitor Is Universal Studios theme parks. </li></ul><ul><li>Both parks have a base in California and Florida </li></ul><ul><li>Disney brings in $10.67 billion in the 12-month period in revenue from its theme parks. </li></ul><ul><li>Universal Studios brings in $100 million in 2006 -from its theme parks. </li></ul>
  9. 9. Disney Theme Parks <ul><li>Disney also has theme parks in: </li></ul><ul><li>Paris </li></ul><ul><li>Tokyo </li></ul><ul><li>Shanghai </li></ul><ul><li>Hong Kong </li></ul><ul><li>As well as a cruise line </li></ul>
  10. 10. Target <ul><li>Parents with children from the age of 2 years old and Up </li></ul><ul><li>People that live in the US </li></ul><ul><li>Grandparents with grandchildren around the age of 2 years old </li></ul><ul><li>Guardians with children around the age of 2 years old </li></ul><ul><li>Household income of </li></ul>The fun seeking family
  11. 11. Media Budget <ul><li>Daytime $7,000 CPP/TRP’s 20 = $140,000 </li></ul><ul><li>Primetime $25,300 CPP/TRP’S 15 = $379,500 </li></ul><ul><li>Total Cost per week = $519,500 </li></ul><ul><li>We would be able to run a total of 13 weeks which is perfect to create awareness of Disney theme parks back to school promotions in Q3/Q4 september october november </li></ul><ul><li>Television budget $6,753,500 million out of total $10 million budget. </li></ul>
  12. 12. Strategy <ul><li>We will run the campaign to target the the last two weeks of September, the last two weeks of October, and all of November. Increasing at the beginning of Q4 when the target is more likely to consider a vacation. </li></ul>
  13. 13. More likely to consider a trip because...... <ul><li>Cheaper airfare </li></ul><ul><li>Cheaper Hotel rates </li></ul><ul><li>Right before the holiday rush </li></ul><ul><li>May be used as an alternative to gift giving </li></ul><ul><li>Gives the children a little break </li></ul><ul><li>Gives mom and dad a break from work </li></ul><ul><li>Less tourist at the parks </li></ul><ul><li>Better deals on other things needed for traveling. </li></ul><ul><li>Blackout dates less likely with rewards points </li></ul>
  14. 14. Radio Strategy <ul><li>I will be buying 250 radio points at $8,500. </li></ul><ul><li>$2,125,000 </li></ul><ul><li>During: </li></ul><ul><li>AM drive </li></ul><ul><li>Midday </li></ul><ul><li>PM drive/Weekend drive </li></ul><ul><li>We would be able to run a total of 9 weeks which is perfect to create awareness of Disney theme parks back to school promotions in Q3/Q4 </li></ul>Adult contemporary News talk Top 40 hits
  15. 15. Magazines <ul><li>I wouldn’t use magazines because they are not cost effective to spread the word in a timely manner where we would be able to afford it! </li></ul>
  16. 16. Interactive <ul><li>I plan on doing Banner ads during the end of Q2 in to Q4 for 112,150 impressions * $10 for 10 weeks spending the last $1,125,000 of the budget. </li></ul><ul><li>Banner ads would be better to get the message out in the short term to more of the target to increase awareness of the promotional period. </li></ul>

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