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Disney Land Presentation

This document discusses Disneyland in Tokyo and Orlando and provides a strategic analysis of how each location can improve its marketing. For Tokyo, it identifies opportunities to attract more European tourists by developing a new promotional campaign. It analyzes each location's external environment, competitors, target markets, and internal strengths and weaknesses. The document concludes by outlining strategic decisions, marketing mix, and a proposed new campaign for Tokyo to reach a broader European audience.

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Disney Land Lonan CARROLL Gearoid DOWLING Lewis FOLKARD Wei-HSUAN LEE Pearl SAVILLE Barbara SZECHY Team 2
Research Question Is Disneyland successful in adapting to different cultures ? How can Disney Land improve its campaign in Tokyo to reach a broader target Audience of European tourists?
Contents • Introduction • External Diagnoses • Internal Diagnoses • Strategic and Operational Decisions • Promotion and communication plan • The new campaign • Conclusion
Introduction • We will be analyzing Disneyworld Orlando and Disneyland Tokyo Campaigns. • Disneyworld Orlando is focused on young children • Disneyland Tokyo focuses more on all ages/the whole family • The advertising campaigns change to adapt to their target audience • We will present a new campaign for Disneyland Tokyo at the end of the presentation
External Diagnosis (Opportunities and Threats) MACRO Environment PESTEL For Disney Land Tokyo Political • Japans prime ministers fiscal stimulus = 3 consecutive quarters of growth (Lee, D, 2013) Strength • Japan seeks Thailand’s help to promote two-way Tourism.( Tourism of Authority of Thailand Newsroom 2013) Strength Economical •Japanese economy bouncing back faster than U.S and Europe (Lee, D 2013) Strength •Japan wins bid to host 2020 Olympic games in Tokyo and hopes for tourism boost (Reporter, T., 2013) Strength Socio-Cultural •Japan have own icon equivalent to Walt Disney , Hayao Miyazaki (Dinh, M, L., 2013) Weakness •Disney to produce cartoons ‘made in Japan’ to suite local market resulting in market expansion ( The economic times 2008) Strength
MACRO Environment PESTEL For Disney Land Tokyo Technological • Early adapters of internet, double Smartphone aps of a U.S user (Joan News 2011) Strength • 10% Japanese companies have dedicated ap compared with 19% of U.S companies (Joan News 2011) Weakness Legal • Law concerning the rational use of energy prompts Disneyland Tokyo to invest in a range of energy efficient facilities and equipment. (OLC Group 2013) Both • Japan has strict employment laws, focusing on the well being and equality of employees. (Okunuki H 2013) Both Environmental • Tokyo Climate- Hot and Humid Summer, Mild winter with cool Spells. (World weather online 2013) Strength • Tokyo has extensive network of canals allowing it to compete with japans other major cities, i.e. Residential areas and additional port facilities. (Tokyo 2013) Strength
External Diagnosis (Opportunities and Threats) MACRO Environment PESTEL For Disney Land Florida Political •Decline of Trade/Labour unions in the US (Stone, W 2011) Both •Obama Concentrates on legislation to reduce long term deficits, overall immigration system and passage a farm bill. (Roberts, D et al 2013) Strength Economical •Struggling to make recovery after financial Crisis. (EW World Economy Team 2013) Weakness •Unemployment rate expected to Lower Domm, P (2013) Both Socio-Cultural •Consumer confidence at an all time low in America. (EW World Economy Team 2013) Weakness •25-54 years: 40.6% (male 63,713,761/female 63,556,345, Highest percentage of population are in consumer age (Index Mundi 2013) Strength
MACRO Environment PESTEL For Disney Land Florida Technological •Internet Usage has dramatically increased and keeps rising (Downey, A 2012) Strength Legal •New Legislation on Farm Bills (Roberts, D et al 2013) Strength •The affordable care act, provides affordable health insurance , ensures citizens get care they need and preventive services to stay healthy (The White House 2013) Strength Environmental •US Government focuses on legislation to provide farm bills, therefore increasing farm production and prices. (Roberts, D et al 2013)
Offer... Competitors Global Competitors of Disney Land Indirect and on a broader Scale •Package Holiday Companies •Ice Lolly •Thomson •Thomas Cook •Teletext •First Choice etc
Offer... Competitors Competitors of Disney Land Japan •Fuji Q Highland •Huis ten Bosch •Hakkeijima •Space world •Edo Wonderland •Spain Mura •Nagishima Resort •Spa Resort Hawaiians •Toei Eigamura •Nikko Edomura Ref – (Japan-Guide.com2013)
Offer... Competitors Competitors of Disney Land America •Ceder Point •Knoebels •Schlitterbahn Water Park •Universals islands of Adventure •Six Flags Magic Mountain •Kings Island •Dells Water Parks (Noah’s Ark Water Park) •Hershey Park •Knotts Berry Park Ref – (Travel Channel, Family 2013)
Distribution Tokyo Disney Land • Industry: Theme Park and Resort • Founded: April 15, 1983 • Headquarters: Chiba Prefecture, Tokyo, Japan • Properties: Tokyo Disneyland Park, Tokyo Disney Sea Figures Guest statistics – 2006 – 25, 816 000, 2009- 25, 818 000, 2012 – 27 503 000 Market Size – 585.0 Billion Yen Ref – (OLC Group 2013)
Distribution Orlando Disney Land • Industry: Theme Park and Resort • Founded:1971 • Properties: Golf Resort, Epcot Centre, MGM Studies, Typhoon Lagoon, Animal Kingdom and All stars Movies Resort. Figures Employees – 66000 cast members Guest statistics – 52.5 Million Annually Ref – Walt Disney World News (2013)
Demand Quantitative Analysis •Orlando- Market share – 68 % •Tokyo - Market share – 48.3%
Demand Qualitative Analysis Motivation and recognition of Need. - For the whole Family - Offers Escapism - Different experience to sun holidays - Creates life time memories Information Search - Website -Reviews and Blogs - Friends and Family Consumer Purchasing Process – Engel, Kollat and Blackwells Template.
Evaluate Alternatives (Different Purchase Options) -Other Theme Parks - Other countries - Other Type of Trip, e.g. Sun, Adventure holiday Purchase Decision - Online Purchase - Travel agent purchase - Phone call purchase Outcome (Post Purchase Behaviour) -Keep Advertising - Keep the consumer from regretting their purchase decision
Consumer Profile – America Demographic • Age: 30-50 Parents • Gender: Male and female • Income: Medium Geographic • Region: Global Psychographics • Social class - C2 – A • Lifestyle – 9-5 weekday work , Family orientated weekends • Behavioural • Occasions – Once or twice in a lifetime • Benefit – Experience, Memories , Escapism • Brand Loyalty – Medium/High Target Market – Families with Young Children Demand Qualitative Analysis
Demand Qualitative Analysis Consumer Profile – Japan Demographic • Age: 30-50 Parents • Gender: Male and female • Income: Medium to High Geographic • Region: Japan Psychographics • Social class - C2 – A • Lifestyle – 9-5 weekday work , Family orientated weekends • Behavioural • Occasions – Annually • Benefit – Experience, Memories , Escapism • Brand Loyalty – Medium/High Target Market – The whole Family
Internal Diagnosis (General Overview) Disney Brand • Founded in 1923 by Walt and Rob Disney • One of the largest and best known studios in Hollywood • Revenue: $45 billion in 2012 • 17th in the Forbes list of most valuable brands
SWOT in Japan SWOT Analysis Disneyland Tokyo Strengths • The first Disneyland Park to be built outside the USA. • Built by the Walt Disney Company and benefits from a strong brand association. • One of the worlds most visited theme parks. • Offers an alternative to Disneyland for people living in Japan and neighbouring countries. • Currently has almost 15 million visitors each year Weaknesses • It is the only Disneyland which is not managed by the Walt Disney company • South East Asian Countries are quickly growing as tourist destinations.
SWOT in Japan Opportunities • Japans neighbouring countries have huge populations which are potential customers • Asian countries are becoming very popular tourist destinations Threats • Disneyland Hong Kong attracts the same target market. • When compared to the original Disneyland it can fall short • Japan is not as popular of a tourist destination for neighbouring countries. • Other resorts in neighbouring countries are growing in popularity like Sentosa Island Singapore and Genting Highlands Malaysia
SWOT in America SWOT Analysis Disneyworld Orlando Strengths • The most visited entertainment resort in the world. • With 30,000 acres of land it is one of the largest resorts in the world. • Different themes offer great variety, for example Hollywood studios, Epcot, Magic Kingdom, and Animal kingdom • Magic kingdom is the most visited resort in the world • Benefit hugely from brand recognition. Weaknesses • The size of the park makes it extremely difficult for a visitor to see all of the attractions • It has a very diverse product portfolio with several different theme parks and hotels, which makes centralized management and monitoring very difficult
SWOT in America Opportunities • Disney brand is hugely recognisable which makes marketing campaigns much easier • Walt Disney Company have loads of experience in managing theme parks and are hugely popular worldwide • With so many people travelling abroad nowadays they can attract people from all over the world • Many promotion offers can help attract customers Threats • Huge operating costs • Local competitors like Universal studios are becoming more popular • Competitors are very experienced and will eat into market share if Disneyworld fails to innovate constantly
Strategic Decisions (USA) Segmenting •Psychographic •Demographic Targeting •Families, includes adults and children •Only families with young kids Positioning •Differentiation •Established and famous brand •Competitive advantage Strategy •Leader •First Disneyworld resort established in 1971 •Disneyland California established in 1955 Sales Objectives •Increase market share price •Maximize profits
Strategic Decisions (Japan) Segmenting • Psychographic • Demographic Targeting •Young girls, teenage girls, young women •Children bring parents, girlfriends bring boyfriends Positioning •Differentiation •Established and famous brand •Competitive advantage Strategy •Founded 1983 •Leader Sales Objectives •Increase market share price •Maximize profits
Marketing Mix...7P’s Disneyworld Orlando Marketing Mix Product Disney branded Entertainment complex, 24 themed resorts, 4 theme parks, two water parks, 5 golf courses Price Ages 10+ 1 day ticket $95 2 day ticket $92 per day 3 day ticket $87 per day 4 day ticket $69 per day 5 day ticket $57 per day Ages 3-9 1 day ticket $89 2 day ticket $86 per day 3 day ticket $81 per day 4 day ticket $65 per day 5 day ticket $54 per day Place Located southwest of Orlando, Orlando international airport, shuttle services Promotion TV advertisement, holiday packages, us military deals, discount hotel prices, internet Process People More than 66,000 employees Physical Evidence Cinderella castle, rides and rollercoasters, characters, souvenir shops, food shops, fun and friendly atmosphere.
Disneyland Tokyo Marketing Mix Product Brand of Disney, Theme park with 7 themed areas, Tokyo Disney sea Price 18+ 12-17 4-11 1-Day Passport ¥6,200 ¥5,300 ¥4,100 2-Day Passport ¥10,700 ¥9,400 ¥7,400 3-Day Magic Passport ¥13,800 ¥12,300 ¥9,500 4-Day Magic Passport ¥16,000 ¥14,400 ¥11,200 Place Located next to JR Maihama Station, monorail service from Disney hotels, Free shuttle buses for guests staying at the Ambassador Hotel, overnight buses from many cities in Japan that stop at the resort. Promotion TV advertisement, internet, newspapers Process People Over 22,000 employees Physical Environment Cinderella castle, rides and rollercoasters, characters, souvenir shops, food shops, fun and friendly atmosphere.
USA JPN • Primary Market: kids from 4 to 12 years-old • Secondary Market: men and women from 25 to 35 years-old --> “Money Market” • Both kids and adults affect purchasing decision • Communication target: People might go Disney as entertainment (affordable, like Disney cartoon culture, like to go theme park, desire entertainment) • Marketing target: 1. Family with kids 2. Women regarding Disney as a dreamland (crazy in the experience and the cuteness) Marketing targets vs. Communication targets1
Marketing Target: Kids from 4 to 12 years old Communication Target: Teenagers, Adults “Families” USA1
JAPAN Marketing target: Family & “Disneyholic” women Communication target: People interested in and affordable for Disney entertainment
Communication objectives USA JPN • “Live the dream” • Everyone can have fun in Disney – “not just for kids” • “Disney values” Association with the characters and stars • Promote Playdom • Disney is a very well-known brand, so the focus is on the affective and assossiative communication. • Promotion of Goodwill and positive action • Promote Disney as the main provider of “magical entertainment” not only for kids, but for people of all ages. • Cognitive>perception: it’s already famous • Affective>association: parents and children’s common memories ; kids’ connection with the cartoon ; parents’ connection with their childhood/dream of the target of the women • Conative>persuasion 2
Budgeting USA 3 Annual financial report and shareholders letter, fical year of 2012
Comparison of Visitors Location Numbers of visitors % of visitors HK 6,73 m 5.85% Tokyo 27,5 m 23,91% USA (Orlando) 57 m 49,56% USA (California) 7,78 m 6,77% Paris 16 m 13,91%
2012 Expenses • 2651 m. 1,855,7m70% Tokyo gets 443,770 m Orlando gets 919,68 m 23.91% 49.56% 6.77% 5.85% 13.91% Tokyo USA Orlando USA California HK Paris
Communication-mix USA Target audience (Kids) Specific target (Family) Traditional media(TV, magazine, outdoors) 60% 25% Other tools(apps, email, social website) 0% 15% 4
Target audience (Family and Ladies) Specific target (Public) Traditional media(TV, magazine, outdoors) 35% 30% Other tools(apps, email, social website) 20% 15% JAPAN Communication-mix
Creative strategy USA • Problem: Increase loyalty and preference compared to other attractions and destinations • Target audience: Kids + adults -> families • Consumers insight: Entertaining experiences and characters linkage for kids / Their parentes and Young adults: memories • The brand imperatives: cultural consistency “american”, long history of Disney cartoon; complete and high quality service; atmosphere and environment strongly connected to the theme • Communication objectives: relate to the brand image, remember it. • USP selling idea: Dreams come true. • Support: visitors feedbakcs • Creative direction: magicall, dreamfull, • Media imperatives: every time, everywhere 5.1
Creative strategy JAPAN • Problem solved: remind of the memories about Disney/increase the dream image and the affection/recall previous memories and inspire past visitors to visit again • Target audience: family/women/previous visitors • Consumer insights: memories/dream or imagination/past experiences • Brand imperatives: long history of Disney cartoon; complete and high quality service; atmosphere and environment strongly connected to the theme • Communication objectives: extend the imagine/remind of previous experiences • USP/selling idea: dream land • Support: the reaction of visitors(survey. revenue) • Creative direction: where dreams come true(the slogan) • Media imperatives: every time, everywhere 5.1
Copy strategy USA JAPAN • Affective • Community of loyal customers -> fans • Sinergy • Slogan: “Where dreams come true” • Star strategy Always presente: fictional and non fictional • Only affective part • Heart strategy: stars> Disney characters Brand personality> clean, cute, dreamful, service • Slogan: where dreams come true 5.2
Media planning / traditional media USA JAPAN • Media Networks: Disney Chanel, ABC and ESPM • Television • Magazins • Direct e-mail and sales promotion • Traditional media: • TV commercial • magazine ads • outdoors(mostly in public transportations) 6
Other tools & IMC planning USA JAPAN • On the internet: youtube channel , twitter and facebook (45 million likes) • Apps • Webisodes on Disney Online • New media:  mobile apps  emails(for hotels)  social community (website, blog, facebook, twitter, youtube mixi ) 7
Control and effectiveness measures USA JAPAN • Distribute surveys for all registred members of the Disney Online website and Disney Interactive Media Group • Monitor feedback in all social media networks, diney.com and blogs • Annual revenue • Annual number of visitor • Change in percentage of different classification of visitor • Turnover rate of visitor 8
New Campaign • Mind Map of ideas for New campaign New Campaign Family 2nd Idea - Campaign for Tokyo , heighten the current campaign on family and creating memories 1st Idea - Campaign for America to target the whole family rather than just the kids Final Idea Opportunity Cost Tradition Memories
New Campaign • Tokyo Disneyland totally reliant on Japanese visitors • 96% of visitors come from Japan • 25.8million visitors per year • 84% aged 39 and under • By 2055 40 % of Japans population will be over 60
Marketing Targets vs. Communication Targets1 Marketing Targets vs. Communication Targets Marketing Target • Europeans • All ages Communication Target • People Interested in experiencing a different culture • Visiting Tokyo / Japan as well as Disney Land
Communication Objectives • To attract Europeans to visit Tokyo Disneyland • Making Tokyo more accessible for Europeans • To raise awareness of Japanese culture • To show the advantages for children who experience different cultures at a young age
Communication objectives (ctd.) Affective- Portray Disneyland and Tokyo as a magical place Perception-Persuade Europeans to visit Tokyo Offer customers the chance to experience Disneyland as well as a new culture
Budgeting 23.91 % 49.56 % 6.77% 5.85% 13.91 % 2012 Tokyo USA Orlando USA California HK Paris 443.70 m 25.00 % 49.56 % 6.77% 5.85% 13.91 % 2014 Tokyo USA Orlando USA California HK Paris 464.12 m
Communication Mix Target audience (European market) Specific target (Family) Traditional media(TV, magazine, outdoors) 30% 20% Other tools(apps, email, social website) 15% 45%
Creative Strategy • Problem: 96% of the Tokyo Disneys visitors are Japanese – attract foreign visitors (mainly from Europe) • Target audience: European tourists • Consumers insight: Entertainment and japanese experience • The brand imperatives: Different cultural experience + aditional touristic spot • Communication objectives: See Tokyo Disney as na attractive option for na international holliday • USP selling idea: See Tokyo Disney as a must see in Japan • Support:change of the composition of visitors • Creative direction: get to know Japan with Mickey • Media imperatives: touristic field
Copy Strategy • Rational approach • European tourists enjoying Japanese culture • Combine the Japanese tradition to Disney • Get To Know Japan With Mickey (mouse)
Media Planning/Traditional Media Traditional media: • TV commercials in Europe • Magazines • Outdoors
Other tools & IMC PlanningNew Media; • Marketing on airline sites • Emails • Emphasis on Internet marketing via social media
Control and Effectiveness Measure • Guest Statistics - Japanese vs. European Visitors • Feedback from customers • Sales Figures
Conclusion • Was Disneyland successful in adapting to different cultures? • Nearly 14 million visitors in Tokyo per year • Over 50 million visitors per year in Orlando • New campaign will help attract more European visitors to Tokyo
Thank you
Bibliography • Dinh, M, L., 2013, ‘Survey: 96% of Japanese moviegoers have watched a Hayao Miyazaki film’ Available at: http://en.rocketnews24.com/2013/09/21/survey-96-of-japanese-moviegoers-have-watched-a-hayao- miyazaki-film/ (Accessed 22/09/13) • Domm, P (2013) ‘Economic data will dominate once more’ Available at: http://www.thefiscaltimes.com/Articles/2013/10/20/How-Economic-Data-Will-Dominate-Once-More (Accessed 18/10/13) • Downey, A (2012) ‘Probably over thinking it’ Available at: http://allendowney.blogspot.fr/2012/07/secularization-in-america-part-seven.html (Accessed 18/10/13) • EW World Economy Team (2013) ‘US Economy’, Available at: http://www.economywatch.com/world_economy/usa/ (Accessed 18/10/13) • Index Mundi (2013) ‘United States Demographic Profile 2013’ Available at: http://www.indexmundi.com/united_states/demographics_profile.html (Accessed 18/10/13) • Japan-Guide.com (2013) ‘Theme Parks’ Available at: http://www.japan-guide.com/e/e2067.html (Accessed 25/10/13) • Joan News, 2011, Targeting Mobile Japan ? Build an android ap. Available at: http://joanews.blogspot.fr/ (Accessed 22/09/13) • Lee, D., 2013, ‘Japans economy is bouncing back offering a possible model for us’ Available at: http://articles.latimes.com/2013/sep/02/business/la-fi-japan-economy-20130903 (Accessed 22/09/13) • OLC Group (2013) ‘Guest statistics’ Available at:http://www.olc.co.jp/en/tdr/guest/, (Accessed 13/11/13) • OLC Group (2013) ‘Measures against Global Warming’ Available at: http://www.olc.co.jp/en/csr/climate/ (Accessed 17/10/13)
• Okunuki H (2013) ‘Matahara: Turning the clock back on women’s rights’ Available at: http://www.japantimes.co.jp/community/2013/09/23/issues/matahara-turning-the-clock-back-on- womens-rights/ (Accessed 17/10/13) • Reporter, T., 2013, ‘Japan hopes for tourism boost after Tokyo wins bid to host 2020 Olympic Games’ Available at: http://www.dailymail.co.uk/travel/article-2415887/2020-Olympic-Games-Japan-hopes- tourism-boost-Tokyo-wins-bid.html (Accessed 22/09/13) • Roberts, D, Lewis P and Pilkington, E (2013) ‘US Government gets back to business as parties feel effects of shut down crisis’ Available at: http://www.theguardian.com/world/2013/oct/17/us-government-open- shutdown-republicans-democrats (Accessed 18/10/13) • Stone, W (2011) ‘the decline of trade unions in the US and Canada’ Available at: http://www.globalresearch.ca/the-decline-of-trade-unions-in-the-us-and-canada (Accessed 18/10/13) • The Economic Times, 2008, Walt Disney to produce cartoons 'made in Japan', Available at: http://articles.economictimes.indiatimes.com/2008-03-06/news/28393961_1_animation-industry-hayao- miyazaki-japanimation (Accessed 22/09/13) • The White House (2013) ‘The health insurance Market Place is now open’ Available at: http://www.whitehouse.gov/healthreform (Accessed 18/10/13) • Travel (2008) ‘Tokyo Disney not magical for foreigners’, Available at: http://www.smh.com.au/news/news/tokyo-disney-not-magical-for- foreigners/2008/04/15/1208025139903.html, (Accessed 16/11/10) • Tokyo (2013) ‘Environmental Problems? ’ Available at: http://www.city-data.com/world-cities/Tokyo- Environment.html (Accessed 17/10/13) • Tourism of Authority of Thailand Newsroom (2013) ‘Japan seeks Thailand’s help to promote two way tourism’ Available at: http://tatnews.org/media-release/53-media-releases-2013/3251-japan-seeks- thailand%E2%80%99s-help-to-promote-two-way-tourism (Accessed 17/10/13) • Travel Channel, Family (2013) ‘Top Ten Amusement Parks’ Available at: http://www.travelchannel.com/interests/family/articles/top-10-amusement-parks (Accessed 25/10/13) • Walt Disney world news (2013) ‘Walt Disney world in Brief’, Available at: http://wdwnews.com/fact- sheets/2013/03/01/walt-disney-world-overview-world-in-brief/ (Accessed 16/11/13) • World Weather Online (2013) ‘Tokyo yearly weather summary’, Available at: http://www.worldweatheronline.com/Tokyo-weather-averages/Tokyo/JP.aspx (Accessed 17/10/13)

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Disney Land Presentation

  • 1.
    Disney Land Lonan CARROLL GearoidDOWLING Lewis FOLKARD Wei-HSUAN LEE Pearl SAVILLE Barbara SZECHY Team 2
  • 2.
    Research Question Is Disneylandsuccessful in adapting to different cultures ? How can Disney Land improve its campaign in Tokyo to reach a broader target Audience of European tourists?
  • 3.
    Contents • Introduction • ExternalDiagnoses • Internal Diagnoses • Strategic and Operational Decisions • Promotion and communication plan • The new campaign • Conclusion
  • 4.
    Introduction • We willbe analyzing Disneyworld Orlando and Disneyland Tokyo Campaigns. • Disneyworld Orlando is focused on young children • Disneyland Tokyo focuses more on all ages/the whole family • The advertising campaigns change to adapt to their target audience • We will present a new campaign for Disneyland Tokyo at the end of the presentation
  • 5.
    External Diagnosis (Opportunitiesand Threats) MACRO Environment PESTEL For Disney Land Tokyo Political • Japans prime ministers fiscal stimulus = 3 consecutive quarters of growth (Lee, D, 2013) Strength • Japan seeks Thailand’s help to promote two-way Tourism.( Tourism of Authority of Thailand Newsroom 2013) Strength Economical •Japanese economy bouncing back faster than U.S and Europe (Lee, D 2013) Strength •Japan wins bid to host 2020 Olympic games in Tokyo and hopes for tourism boost (Reporter, T., 2013) Strength Socio-Cultural •Japan have own icon equivalent to Walt Disney , Hayao Miyazaki (Dinh, M, L., 2013) Weakness •Disney to produce cartoons ‘made in Japan’ to suite local market resulting in market expansion ( The economic times 2008) Strength
  • 6.
    MACRO Environment PESTEL ForDisney Land Tokyo Technological • Early adapters of internet, double Smartphone aps of a U.S user (Joan News 2011) Strength • 10% Japanese companies have dedicated ap compared with 19% of U.S companies (Joan News 2011) Weakness Legal • Law concerning the rational use of energy prompts Disneyland Tokyo to invest in a range of energy efficient facilities and equipment. (OLC Group 2013) Both • Japan has strict employment laws, focusing on the well being and equality of employees. (Okunuki H 2013) Both Environmental • Tokyo Climate- Hot and Humid Summer, Mild winter with cool Spells. (World weather online 2013) Strength • Tokyo has extensive network of canals allowing it to compete with japans other major cities, i.e. Residential areas and additional port facilities. (Tokyo 2013) Strength
  • 7.
    External Diagnosis (Opportunitiesand Threats) MACRO Environment PESTEL For Disney Land Florida Political •Decline of Trade/Labour unions in the US (Stone, W 2011) Both •Obama Concentrates on legislation to reduce long term deficits, overall immigration system and passage a farm bill. (Roberts, D et al 2013) Strength Economical •Struggling to make recovery after financial Crisis. (EW World Economy Team 2013) Weakness •Unemployment rate expected to Lower Domm, P (2013) Both Socio-Cultural •Consumer confidence at an all time low in America. (EW World Economy Team 2013) Weakness •25-54 years: 40.6% (male 63,713,761/female 63,556,345, Highest percentage of population are in consumer age (Index Mundi 2013) Strength
  • 8.
    MACRO Environment PESTEL ForDisney Land Florida Technological •Internet Usage has dramatically increased and keeps rising (Downey, A 2012) Strength Legal •New Legislation on Farm Bills (Roberts, D et al 2013) Strength •The affordable care act, provides affordable health insurance , ensures citizens get care they need and preventive services to stay healthy (The White House 2013) Strength Environmental •US Government focuses on legislation to provide farm bills, therefore increasing farm production and prices. (Roberts, D et al 2013)
  • 9.
    Offer... Competitors Global Competitors ofDisney Land Indirect and on a broader Scale •Package Holiday Companies •Ice Lolly •Thomson •Thomas Cook •Teletext •First Choice etc
  • 10.
    Offer... Competitors Competitors of DisneyLand Japan •Fuji Q Highland •Huis ten Bosch •Hakkeijima •Space world •Edo Wonderland •Spain Mura •Nagishima Resort •Spa Resort Hawaiians •Toei Eigamura •Nikko Edomura Ref – (Japan-Guide.com2013)
  • 11.
    Offer... Competitors Competitors of DisneyLand America •Ceder Point •Knoebels •Schlitterbahn Water Park •Universals islands of Adventure •Six Flags Magic Mountain •Kings Island •Dells Water Parks (Noah’s Ark Water Park) •Hershey Park •Knotts Berry Park Ref – (Travel Channel, Family 2013)
  • 12.
    Distribution Tokyo Disney Land •Industry: Theme Park and Resort • Founded: April 15, 1983 • Headquarters: Chiba Prefecture, Tokyo, Japan • Properties: Tokyo Disneyland Park, Tokyo Disney Sea Figures Guest statistics – 2006 – 25, 816 000, 2009- 25, 818 000, 2012 – 27 503 000 Market Size – 585.0 Billion Yen Ref – (OLC Group 2013)
  • 13.
    Distribution Orlando Disney Land •Industry: Theme Park and Resort • Founded:1971 • Properties: Golf Resort, Epcot Centre, MGM Studies, Typhoon Lagoon, Animal Kingdom and All stars Movies Resort. Figures Employees – 66000 cast members Guest statistics – 52.5 Million Annually Ref – Walt Disney World News (2013)
  • 14.
    Demand Quantitative Analysis •Orlando- Marketshare – 68 % •Tokyo - Market share – 48.3%
  • 15.
    Demand Qualitative Analysis Motivationand recognition of Need. - For the whole Family - Offers Escapism - Different experience to sun holidays - Creates life time memories Information Search - Website -Reviews and Blogs - Friends and Family Consumer Purchasing Process – Engel, Kollat and Blackwells Template.
  • 16.
    Evaluate Alternatives (DifferentPurchase Options) -Other Theme Parks - Other countries - Other Type of Trip, e.g. Sun, Adventure holiday Purchase Decision - Online Purchase - Travel agent purchase - Phone call purchase Outcome (Post Purchase Behaviour) -Keep Advertising - Keep the consumer from regretting their purchase decision
  • 17.
    Consumer Profile –America Demographic • Age: 30-50 Parents • Gender: Male and female • Income: Medium Geographic • Region: Global Psychographics • Social class - C2 – A • Lifestyle – 9-5 weekday work , Family orientated weekends • Behavioural • Occasions – Once or twice in a lifetime • Benefit – Experience, Memories , Escapism • Brand Loyalty – Medium/High Target Market – Families with Young Children Demand Qualitative Analysis
  • 18.
    Demand Qualitative Analysis ConsumerProfile – Japan Demographic • Age: 30-50 Parents • Gender: Male and female • Income: Medium to High Geographic • Region: Japan Psychographics • Social class - C2 – A • Lifestyle – 9-5 weekday work , Family orientated weekends • Behavioural • Occasions – Annually • Benefit – Experience, Memories , Escapism • Brand Loyalty – Medium/High Target Market – The whole Family
  • 19.
    Internal Diagnosis (GeneralOverview) Disney Brand • Founded in 1923 by Walt and Rob Disney • One of the largest and best known studios in Hollywood • Revenue: $45 billion in 2012 • 17th in the Forbes list of most valuable brands
  • 20.
    SWOT in Japan SWOTAnalysis Disneyland Tokyo Strengths • The first Disneyland Park to be built outside the USA. • Built by the Walt Disney Company and benefits from a strong brand association. • One of the worlds most visited theme parks. • Offers an alternative to Disneyland for people living in Japan and neighbouring countries. • Currently has almost 15 million visitors each year Weaknesses • It is the only Disneyland which is not managed by the Walt Disney company • South East Asian Countries are quickly growing as tourist destinations.
  • 21.
    SWOT in Japan Opportunities •Japans neighbouring countries have huge populations which are potential customers • Asian countries are becoming very popular tourist destinations Threats • Disneyland Hong Kong attracts the same target market. • When compared to the original Disneyland it can fall short • Japan is not as popular of a tourist destination for neighbouring countries. • Other resorts in neighbouring countries are growing in popularity like Sentosa Island Singapore and Genting Highlands Malaysia
  • 22.
    SWOT in America SWOTAnalysis Disneyworld Orlando Strengths • The most visited entertainment resort in the world. • With 30,000 acres of land it is one of the largest resorts in the world. • Different themes offer great variety, for example Hollywood studios, Epcot, Magic Kingdom, and Animal kingdom • Magic kingdom is the most visited resort in the world • Benefit hugely from brand recognition. Weaknesses • The size of the park makes it extremely difficult for a visitor to see all of the attractions • It has a very diverse product portfolio with several different theme parks and hotels, which makes centralized management and monitoring very difficult
  • 23.
    SWOT in America Opportunities •Disney brand is hugely recognisable which makes marketing campaigns much easier • Walt Disney Company have loads of experience in managing theme parks and are hugely popular worldwide • With so many people travelling abroad nowadays they can attract people from all over the world • Many promotion offers can help attract customers Threats • Huge operating costs • Local competitors like Universal studios are becoming more popular • Competitors are very experienced and will eat into market share if Disneyworld fails to innovate constantly
  • 24.
    Strategic Decisions (USA) Segmenting•Psychographic •Demographic Targeting •Families, includes adults and children •Only families with young kids Positioning •Differentiation •Established and famous brand •Competitive advantage Strategy •Leader •First Disneyworld resort established in 1971 •Disneyland California established in 1955 Sales Objectives •Increase market share price •Maximize profits
  • 25.
    Strategic Decisions (Japan) Segmenting• Psychographic • Demographic Targeting •Young girls, teenage girls, young women •Children bring parents, girlfriends bring boyfriends Positioning •Differentiation •Established and famous brand •Competitive advantage Strategy •Founded 1983 •Leader Sales Objectives •Increase market share price •Maximize profits
  • 26.
    Marketing Mix...7P’s Disneyworld OrlandoMarketing Mix Product Disney branded Entertainment complex, 24 themed resorts, 4 theme parks, two water parks, 5 golf courses Price Ages 10+ 1 day ticket $95 2 day ticket $92 per day 3 day ticket $87 per day 4 day ticket $69 per day 5 day ticket $57 per day Ages 3-9 1 day ticket $89 2 day ticket $86 per day 3 day ticket $81 per day 4 day ticket $65 per day 5 day ticket $54 per day Place Located southwest of Orlando, Orlando international airport, shuttle services Promotion TV advertisement, holiday packages, us military deals, discount hotel prices, internet Process People More than 66,000 employees Physical Evidence Cinderella castle, rides and rollercoasters, characters, souvenir shops, food shops, fun and friendly atmosphere.
  • 27.
    Disneyland Tokyo MarketingMix Product Brand of Disney, Theme park with 7 themed areas, Tokyo Disney sea Price 18+ 12-17 4-11 1-Day Passport ¥6,200 ¥5,300 ¥4,100 2-Day Passport ¥10,700 ¥9,400 ¥7,400 3-Day Magic Passport ¥13,800 ¥12,300 ¥9,500 4-Day Magic Passport ¥16,000 ¥14,400 ¥11,200 Place Located next to JR Maihama Station, monorail service from Disney hotels, Free shuttle buses for guests staying at the Ambassador Hotel, overnight buses from many cities in Japan that stop at the resort. Promotion TV advertisement, internet, newspapers Process People Over 22,000 employees Physical Environment Cinderella castle, rides and rollercoasters, characters, souvenir shops, food shops, fun and friendly atmosphere.
  • 28.
    USA JPN • PrimaryMarket: kids from 4 to 12 years-old • Secondary Market: men and women from 25 to 35 years-old --> “Money Market” • Both kids and adults affect purchasing decision • Communication target: People might go Disney as entertainment (affordable, like Disney cartoon culture, like to go theme park, desire entertainment) • Marketing target: 1. Family with kids 2. Women regarding Disney as a dreamland (crazy in the experience and the cuteness) Marketing targets vs. Communication targets1
  • 29.
    Marketing Target: Kids from4 to 12 years old Communication Target: Teenagers, Adults “Families” USA1
  • 30.
    JAPAN Marketing target: Family &“Disneyholic” women Communication target: People interested in and affordable for Disney entertainment
  • 31.
    Communication objectives USA JPN •“Live the dream” • Everyone can have fun in Disney – “not just for kids” • “Disney values” Association with the characters and stars • Promote Playdom • Disney is a very well-known brand, so the focus is on the affective and assossiative communication. • Promotion of Goodwill and positive action • Promote Disney as the main provider of “magical entertainment” not only for kids, but for people of all ages. • Cognitive>perception: it’s already famous • Affective>association: parents and children’s common memories ; kids’ connection with the cartoon ; parents’ connection with their childhood/dream of the target of the women • Conative>persuasion 2
  • 32.
    Budgeting USA 3 Annual financial reportand shareholders letter, fical year of 2012
  • 33.
    Comparison of Visitors LocationNumbers of visitors % of visitors HK 6,73 m 5.85% Tokyo 27,5 m 23,91% USA (Orlando) 57 m 49,56% USA (California) 7,78 m 6,77% Paris 16 m 13,91%
  • 34.
    2012 Expenses • 2651m. 1,855,7m70% Tokyo gets 443,770 m Orlando gets 919,68 m 23.91% 49.56% 6.77% 5.85% 13.91% Tokyo USA Orlando USA California HK Paris
  • 35.
    Communication-mix USA Target audience (Kids)Specific target (Family) Traditional media(TV, magazine, outdoors) 60% 25% Other tools(apps, email, social website) 0% 15% 4
  • 36.
    Target audience (Familyand Ladies) Specific target (Public) Traditional media(TV, magazine, outdoors) 35% 30% Other tools(apps, email, social website) 20% 15% JAPAN Communication-mix
  • 37.
    Creative strategy USA • Problem:Increase loyalty and preference compared to other attractions and destinations • Target audience: Kids + adults -> families • Consumers insight: Entertaining experiences and characters linkage for kids / Their parentes and Young adults: memories • The brand imperatives: cultural consistency “american”, long history of Disney cartoon; complete and high quality service; atmosphere and environment strongly connected to the theme • Communication objectives: relate to the brand image, remember it. • USP selling idea: Dreams come true. • Support: visitors feedbakcs • Creative direction: magicall, dreamfull, • Media imperatives: every time, everywhere 5.1
  • 38.
    Creative strategy JAPAN • Problemsolved: remind of the memories about Disney/increase the dream image and the affection/recall previous memories and inspire past visitors to visit again • Target audience: family/women/previous visitors • Consumer insights: memories/dream or imagination/past experiences • Brand imperatives: long history of Disney cartoon; complete and high quality service; atmosphere and environment strongly connected to the theme • Communication objectives: extend the imagine/remind of previous experiences • USP/selling idea: dream land • Support: the reaction of visitors(survey. revenue) • Creative direction: where dreams come true(the slogan) • Media imperatives: every time, everywhere 5.1
  • 39.
    Copy strategy USA JAPAN •Affective • Community of loyal customers -> fans • Sinergy • Slogan: “Where dreams come true” • Star strategy Always presente: fictional and non fictional • Only affective part • Heart strategy: stars> Disney characters Brand personality> clean, cute, dreamful, service • Slogan: where dreams come true 5.2
  • 40.
    Media planning /traditional media USA JAPAN • Media Networks: Disney Chanel, ABC and ESPM • Television • Magazins • Direct e-mail and sales promotion • Traditional media: • TV commercial • magazine ads • outdoors(mostly in public transportations) 6
  • 41.
    Other tools &IMC planning USA JAPAN • On the internet: youtube channel , twitter and facebook (45 million likes) • Apps • Webisodes on Disney Online • New media:  mobile apps  emails(for hotels)  social community (website, blog, facebook, twitter, youtube mixi ) 7
  • 42.
    Control and effectivenessmeasures USA JAPAN • Distribute surveys for all registred members of the Disney Online website and Disney Interactive Media Group • Monitor feedback in all social media networks, diney.com and blogs • Annual revenue • Annual number of visitor • Change in percentage of different classification of visitor • Turnover rate of visitor 8
  • 43.
    New Campaign • MindMap of ideas for New campaign New Campaign Family 2nd Idea - Campaign for Tokyo , heighten the current campaign on family and creating memories 1st Idea - Campaign for America to target the whole family rather than just the kids Final Idea Opportunity Cost Tradition Memories
  • 44.
    New Campaign • TokyoDisneyland totally reliant on Japanese visitors • 96% of visitors come from Japan • 25.8million visitors per year • 84% aged 39 and under • By 2055 40 % of Japans population will be over 60
  • 45.
    Marketing Targets vs. CommunicationTargets1 Marketing Targets vs. Communication Targets Marketing Target • Europeans • All ages Communication Target • People Interested in experiencing a different culture • Visiting Tokyo / Japan as well as Disney Land
  • 46.
    Communication Objectives • Toattract Europeans to visit Tokyo Disneyland • Making Tokyo more accessible for Europeans • To raise awareness of Japanese culture • To show the advantages for children who experience different cultures at a young age
  • 47.
    Communication objectives (ctd.) Affective-Portray Disneyland and Tokyo as a magical place Perception-Persuade Europeans to visit Tokyo Offer customers the chance to experience Disneyland as well as a new culture
  • 48.
    Budgeting 23.91 % 49.56 % 6.77% 5.85% 13.91 % 2012 Tokyo USAOrlando USA California HK Paris 443.70 m 25.00 % 49.56 % 6.77% 5.85% 13.91 % 2014 Tokyo USA Orlando USA California HK Paris 464.12 m
  • 49.
    Communication Mix Target audience(European market) Specific target (Family) Traditional media(TV, magazine, outdoors) 30% 20% Other tools(apps, email, social website) 15% 45%
  • 50.
    Creative Strategy • Problem:96% of the Tokyo Disneys visitors are Japanese – attract foreign visitors (mainly from Europe) • Target audience: European tourists • Consumers insight: Entertainment and japanese experience • The brand imperatives: Different cultural experience + aditional touristic spot • Communication objectives: See Tokyo Disney as na attractive option for na international holliday • USP selling idea: See Tokyo Disney as a must see in Japan • Support:change of the composition of visitors • Creative direction: get to know Japan with Mickey • Media imperatives: touristic field
  • 51.
    Copy Strategy • Rationalapproach • European tourists enjoying Japanese culture • Combine the Japanese tradition to Disney • Get To Know Japan With Mickey (mouse)
  • 55.
    Media Planning/Traditional Media Traditional media: •TV commercials in Europe • Magazines • Outdoors
  • 56.
    Other tools &IMC PlanningNew Media; • Marketing on airline sites • Emails • Emphasis on Internet marketing via social media
  • 57.
    Control and Effectiveness Measure •Guest Statistics - Japanese vs. European Visitors • Feedback from customers • Sales Figures
  • 58.
    Conclusion • Was Disneylandsuccessful in adapting to different cultures? • Nearly 14 million visitors in Tokyo per year • Over 50 million visitors per year in Orlando • New campaign will help attract more European visitors to Tokyo
  • 59.
  • 60.
    Bibliography • Dinh, M,L., 2013, ‘Survey: 96% of Japanese moviegoers have watched a Hayao Miyazaki film’ Available at: http://en.rocketnews24.com/2013/09/21/survey-96-of-japanese-moviegoers-have-watched-a-hayao- miyazaki-film/ (Accessed 22/09/13) • Domm, P (2013) ‘Economic data will dominate once more’ Available at: http://www.thefiscaltimes.com/Articles/2013/10/20/How-Economic-Data-Will-Dominate-Once-More (Accessed 18/10/13) • Downey, A (2012) ‘Probably over thinking it’ Available at: http://allendowney.blogspot.fr/2012/07/secularization-in-america-part-seven.html (Accessed 18/10/13) • EW World Economy Team (2013) ‘US Economy’, Available at: http://www.economywatch.com/world_economy/usa/ (Accessed 18/10/13) • Index Mundi (2013) ‘United States Demographic Profile 2013’ Available at: http://www.indexmundi.com/united_states/demographics_profile.html (Accessed 18/10/13) • Japan-Guide.com (2013) ‘Theme Parks’ Available at: http://www.japan-guide.com/e/e2067.html (Accessed 25/10/13) • Joan News, 2011, Targeting Mobile Japan ? Build an android ap. Available at: http://joanews.blogspot.fr/ (Accessed 22/09/13) • Lee, D., 2013, ‘Japans economy is bouncing back offering a possible model for us’ Available at: http://articles.latimes.com/2013/sep/02/business/la-fi-japan-economy-20130903 (Accessed 22/09/13) • OLC Group (2013) ‘Guest statistics’ Available at:http://www.olc.co.jp/en/tdr/guest/, (Accessed 13/11/13) • OLC Group (2013) ‘Measures against Global Warming’ Available at: http://www.olc.co.jp/en/csr/climate/ (Accessed 17/10/13)
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Editor's Notes

  • #16 Behind the visible act of making a purchase lies a decision process. 5 stages The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. :