4. 4 P’s of Walt Disney
1) Price
While at the Walt Disney World theme parks you
are continuously offered other products / services to
purchase.
* Upon exiting attractions, you enter a store
themed to that attraction with gifts.
* During travel on trams, monorails, trains, boats,
etc. there are always marketing announcements. These
recordings inform you of ways to upgrade your ticket, to
stay longer, to visit other parks, to dine at restaurants, to
stay at resorts or to go to other attractions.
* Booths in the parks have representatives selling
Disney vacation packages for future visits.
* Stores with gifts and restaurants with food are
Clara Clurk on every corner for your convenience. Disney knows that
current customers are the easiest customers to up sell. As a
result, they take every opportunity to sell you more.
5. 4 P’s of Walt Disney
2)Place
Walt Disney World in Orlando, FL attracts visitors
from all over the world, as does Disneyland in California.
However, Disney realized they could grow their business if
they offered their product to other marketplaces outside of
the USA. As a result, Disney developed country specific
theme parks and delivered them to these marketplaces.
Disney built a Disneyland Paris, a Tokyo Disney and most
recently a Hong Kong Disneyland. These parks bring in many
visitors, as well as many repeat visitors who would not have
traveled to the USA. Disney has increased their marketplace
and expanded their brand worldwide by building these
country specific theme parks. Your Internet business can
again follow this business principle and do it with less of an
investment. It’s as easy as developing your site in other Goofy
languages and then submitting your site to search engines in
those languages.
6. 4 P’s of Walt Disney
3) Promotion
Walt Disney World is always advertising. They do
not start, stop and then start again. They have a marketing
budget and plan that’s designed to keep their message in
front of audiences. You regularly see their ads on TV, in print
publications, on the Internet and I’ve even gotten their ads on
grocery store coupon print-outs! Disney also continually sends
direct mail pieces to past customers with varying offers.
Disney’s promotions are designed to keep them in your mind.
So when it’s time for vacationing, you think of going to Disney
World or perhaps another (undefined) destination. But as
Disney has kept itself in your awareness it is always a
consideration. Other vacation destination have not
Donald Duck established themselves nearly as well! Your Internet business
should consider the advantage of continuous promotion.
7. 4 P’s of Walt Disney
4) Product
Disney is never complacent. They are always
growing, building, expanding and improving. With their existing
theme parks they continuously work to add in new attractions
and shows. They update old outdated rides, as well as
refurbish and modernize long standing favorites. Disney is
constantly creating new products to sell. The most well known
of their products are their movies. Disney studios is always
working to create new motion pictures. Constantly making and
releasing movies to the marketplace brings in consistent profits
for Disney. In addition, Disney further leverages their movies
by creating products – dolls, toys, games, etc -. as well as
incorporating them into their theme park attractions. The
synergy Disney has developed between their theme parks and Pluto
their movies, helps drive movie sales in theaters as well as on
dvds, leads to increased sales of their dolls, toys, games, etc,
and continues to bring visitors to the parks.
8. Segmenting, Targeting and
Positioning
According to the marketing process of segmenting, targeting and positioning,
it is crucial that Disney select profitable segments in order to be success in their
operations. After identify the most worthwhile target market, the company should
be able to provide them additional value that competitors cannot provide. By
following this principle, Disney must then position itself basis on the targeted
customers' demands. Therefore, the consumers are being regarded as the driving
force behind Disney, and setting positioning strategies which can fit properly with its
marketing mix is the key element of successful marketing process. Another part of
marketing mix that is affected by Disney Studio's positioning strategy is the
presentation utilized by the company, it is especially important for service sector.
The physical environment is instrumental in customers' assessment of the quality
and level of service they can expect, for Disney Studio, in fact, the physical
environment is part of the product itself. As the two founders, Walt and Roy
believed that they had to always stay one step ahead of the competition.
10. Walt Disney: Strategies
Walt Disney Studio
- To serve the current innovation of the entertainment
industry
Parks and Resorts
- A place “ Where Dreams Come True”
- Disneyland Resort, Anaheim California
- Walt Disney World Resort, Lake Buena Vista, Florida
- Tokyo Disney Resort, Urayasu, Chiba
- Disneyland Resort Paris, Marne La Valle, France
- Hong Kong Disneyland, Penny’s Bay, Lantau Island
11. Walt Disney: Strategies
Disney Consumer Products
- Disney Consumer Products and affiliates
(DCP) extend the Disney brand
- Toys, books, magazines, interactive games,
foods and beverages, stationery, electronics and fine art
Disney Interactive Media Group
- Responsible for the creation and delivery of
Disney branded interactive entertainment
and informational content across multiple
platforms such as:
i) online
ii) mobile and video game
12. Promotion mix
• The Walt Disney Company is very strong in entertainment and animation, the two
areas do fairly well in the global market, but just because a company has its
strengths doesn't mean its going to successfully sell its product without
advertising.
• Advertising is essential because let's face it, without advertising we wouldn't know
about half the products we use. In this case we are talking about Disney's
animated films, therefore Disney uses product advertising which is a form of
advertisement that touts the benefits of a specific good or service.
• In order to advertise a product, a company must first select an advertising appeal
which identifies a reason for a person to buy a product. Disney uses the "Fun and
Pleasure“ appeal to advertise their animated films. Next, the company must
choose a style to execute their message. Disney uses the "Mood or Image"
executional style for advertising which builds a mood or image around the product
such as love, happiness, or inspiration.
• For example, whenever you feel a certain emotion after watching a Disney movie
trailer, that's their "Mood or Image" tactics working on you.
