Disney Land

Lonan CARROLLGearoid DOWLINGLewis FOLKARDWei-HSUAN LEEPearl SAVILLEBarbara SZECHY

Team 2

Research QuestionIs 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 EnvironmentPESTEL For Disney Land TokyoPolitical • 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 EnvironmentPESTEL For Disney Land TokyoTechnological• 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 EnvironmentPESTEL For Disney Land FloridaPolitical•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 EnvironmentPESTEL For Disney Land FloridaTechnological•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...CompetitorsGlobal 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...CompetitorsCompetitors 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 ParkRef – (Travel Channel, Family 2013)

DistributionTokyo Disney Land• Industry: Theme Park and Resort• Founded: April 15, 1983• Headquarters: Chiba Prefecture, Tokyo, Japan• Properties: Tokyo Disneyland Park, Tokyo Disney Sea

FiguresGuest statistics – 2006 – 25, 816 000, 2009- 25, 818 000, 2012 –

27 503 000

Market Size – 585.0 Billion Yen

Ref – (OLC Group 2013)

DistributionOrlando 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.

FiguresEmployees – 66000 cast membersGuest statistics – 52.5 Million Annually Ref – Walt Disney World News (2013)

DemandQuantitative 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 – AmericaDemographic• Age: 30-50 Parents • Gender: Male and female• Income: MediumGeographic• Region: GlobalPsychographics• 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 AnalysisConsumer Profile – JapanDemographic• Age: 30-50 Parents • Gender: Male and female• Income: Medium to HighGeographic• 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 JapanSWOT Analysis Disneyland TokyoStrengths• 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 JapanOpportunities• 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 OrlandoStrengths• 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’sDisneyworld 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 day3 day ticket $87 per day4 day ticket $69 per day5 day ticket $57 per day

Ages 3-9 1 day ticket $892 day ticket $86 per day3 day ticket $81 per day4 day ticket $65 per day5 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 MixProduct Brand of Disney, Theme park with 7 themed areas, Tokyo Disney sea

Price 18+ 12-17 4-111-Day Passport ¥6,200 ¥5,300 ¥4,1002-Day Passport ¥10,700 ¥9,400 ¥7,4003-Day Magic Passport ¥13,800 ¥12,300 ¥9,5004-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 kids2. Women regarding Disney as a

dreamland (crazy in theexperience and the cuteness)

Marketing targets vs. Communication targets1

Marketing Target:Kids from 4 to 12 years old

Communication Target:

Teenagers, Adults“Families”

USA1

JAPANMarketing target:Family & “Disneyholic” women

Communication target:People interested in and affordable for Disney entertainment

Communication objectivesUSA JPN

• “Live the dream”• Everyone can have fun in Disney –

“not just for kids”• “Disney values”Association with the characters andstars• Promote Playdom• Disney is a very well-known brand,

so the focus is on the affective andassossiative communication.

• Promotion of Goodwill and positive action

• Promote Disney as the mainprovider of “magical entertainment” not only for kids, but for people ofall 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 VisitorsLocation 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. 1,855,7 m70%

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%

JAPANCommunication-mix

Creative strategyUSA

• 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 strategyJAPAN

• 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 strategyUSA 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 mediaUSA 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 planningUSA JAPAN

• On the internet: youtubechannel , 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 measuresUSA JAPAN

• Distribute surveys for all registredmembers of the Disney Online website and Disney InteractiveMedia Group

• Monitor feedback in all social media networks, diney.com andblogs

• 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

TraditionMemories

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 Targets 1

Marketing Targets vs. Communication TargetsMarketing 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 experiencedifferent 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 experienceDisneyland 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 MixTarget 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 Planning

New 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

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