The Walt Disney Company Marketing

By Li Zhuo and Hao Jujie

Overview

• Since its founding in 1923, The Walt Disney Company has remained faithful to their commitment to produce great entertainment experiences based on the rich legacy of quality creative content and exceptional storytelling. A lot of people love Disney because of the dream fulfilled and happy experience.

Disneyland Park all over the world

Disneyland Park all over the world

• There are 25 million people go to Disneyland every year, which is 10 times of the people who visit Yellow Stone National Park. Why do so many people go to Disneyland? Not only because of the special entertainment experience, but also because of its perfect service for customers and great marketing strategy.

Disney in China

• Hong Kong Disneyland was formally opened in 2005.

• Being related to Hongkong's economy• Disney try to utilize its brand effect to create

22.4 billion USD income and employment for 5000 people in Hongkong, which make the Hongkong Disneyland park get a lot of attention.

Support from Government

• Hire local people as employees• Hongkong Disneyland hire around 5000 people for

performance and give them professional training. So it get strong support from central government

• Because Hongkong Disneyland has important effect on Hongkong's economy, so Disney offer half of the share to Hongkong government. Therefore Hongkong Disneyland get full support from the government for policy, publicity and transportation. We can see that from the opening ceremony, Disney can have the ability to invite the vice President of People's republic of China, Zengqinghong and governor of Hongkong, Zengyingquan.

Hong Kong Disneyland Opening Ceremony

Combine Chinese culture into Disneyland

• Combine Chinese culture into Disneyland • In the design for the park, Disneyland

considers traditional Chinese Fengshui conception for architecture. And Mickey and Minnie also wear traditional Chinese dress to take pictures with tourists.

• Provide Asia food in the park and jewelry with Disney speciality

Mickey and Minnie in traditional Chinese Dress

Shanghai Disney prediction for market

• In 2009, Shanghai was approved by Chinese government to build Disneyland. Disney chooses Shanghai, because of its potential market.

• Generally speaking, the family with annual income of more than 4500 USD will consider tourism spending.

• In Shanghai, the rate of people who have annual income from 4500USD to 9000USD is 15%. It means that 2.44 million people are in that income level. According to research, 75% of those 2.44 million people are going to be attracted to travel in Shanghai Disney.

• The rate of people who have annual income from 9000USD to 12000USD is 10%, which is around 1.62 million people. In this income level, Shanghai Disney will get 80% potential market.

• For people who have annual income of more than 15000USD, Shanghai Disney will get 85% of market in that income level, which means that there are 0.97million people will visit the Disney park.

• Therefore, according to the income level in Shanghai, the local tourism market is around 5.2 million local people, while the ones who will choose Disney park will be around 5.03million.

Cartoons and Movies

• http://www.youtube.com/watch?v=gY0aGor4RPk&feature=related Lion King

• http://www.youtube.com/watch?v=lu9U4Vu9pp4&feature=related Mulan

• http://d.dolmagic.cn/panda/ 熊猫回家路

Thank you

References

• http://english.peopledaily.com.cn/200509/12/eng20050912_208083.html

• http://corporate.disney.go.com/corporate/overview.html• http://wenku.baidu.com/view/63824068a98271fe910ef98c.ht

ml• http://www.google.com/search?um=1&hl=en&biw=1101&bih

=695&tbm=isch&oq=aisan+food+in+Disneyland+&aq=f&aqi=&q=aisan%20food%20in%20Disneyland

• http://en.wikipedia.org/wiki/The_Lion_King• http://en.wikipedia.org/wiki/Mulan