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Principles of Marketing / Miss. Mo
Anna Piatnitca Chloé Artigues
Woojin Kim Valeriia Kransnyanskaya
Class 14 / Year 2013-14
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
1. Biography of Walt Disney 2. History of Disneyland
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
1. External Analysis - Market Analysis
- Environment Analysis - Analysis of clients & other publics
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
2. Internal Analysis - Performance Evolution
- Evolution of Brand Awareness & Brand Image - Core Competencies
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
3. SWOT Analysis
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
1. Segmentation 2. Targeting 3. Positioning
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
4P(Product, Place, Promotion, Price)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
1. Savage Capitalism 2. To the Greater Disney Empire
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of ContentsI. Introduction II. Analysis III. From Segmentation to Positioning IV. Marketing Mix V. Conclusion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
18.11.1928 Mickey Mouse
was born
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
18.11.1928 Mickey Mouse
was born
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
18.11.1928 Mickey Mouse
was born
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
18.11.1928 Mickey Mouse
was born
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
18.11.1928 Mickey Mouse
was born
Walt Disney (1901-1966)
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
18.11.1928 Mickey Mouse
was born
Walt Disney (1901-1966)
1938 Walt Disney Production became one
of the best known motion picture
production
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
18.11.1928 Mickey Mouse
was born
Walt Disney (1901-1966)
1938 Walt Disney Production became one
of the best known motion picture
production
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901 Disney was
born in Chicago
grew up in a big family of five children
18.11.1928 Mickey Mouse
was born
Walt Disney (1901-1966)
1938 Walt Disney Production became one
of the best known motion picture
production
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
‘’I could never convince the financiers that Disneyland was
feasible, because dreams offer too little collateral.’’
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Finally in California in 1955
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Finally in California in 1955
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Finally in California in 1955
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Finally in California in 1955
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Finally in California in 1955
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Finally in California in 1955
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Finally in California in 1955
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Why not in Europe?
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
In December 1992
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction - History of Disneyland
In December 1992
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
198.1 million visitors in 2011
The overall market value $315 million in 2009
1. Market Analysis
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
198.1 million visitors in 2011
The overall market value $315 million in 2009
1. Market Analysis
up 4.8 percent from 2010
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
198.1 million visitors in 2011
The overall market value $315 million in 2009
1. Market Analysis
up 27% from $248 million in 2004
up 4.8 percent from 2010
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
198.1 million visitors in 2011
The overall market value $315 million in 2009
1. Market Analysis
up 27% from $248 million in 2004
up 4.8 percent from 2010
=> Growing Market!
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic Socio-cultural Technological
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic
World-wide Recession
Socio-cultural Technological
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic
World-wide Recession
Socio-cultural Technological
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless, booming theme park sector
Socio-cultural Technological
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless, booming theme park sector
Socio-cultural Technological
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless, booming theme park sector
Socio-cultural Technological
Growing importance of leisure
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless, booming theme park sector
Socio-cultural Technological
Growing importance of leisure
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless, booming theme park sector
Socio-cultural Technological
Growing importance of leisure
Continuous technological evolution
ex) 3D printing
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless, booming theme park sector
Socio-cultural Technological
Growing importance of leisure
Continuous technological evolution
ex) 3D printing
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
3. Analysis of clients & other publics
Income level Motivations Age
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors
Domestic Competitors World-wide Competitors
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors
Domestic Competitors World-wide Competitors
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - Domestic Competitors
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - Domestic Competitors
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - Domestic Competitors
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - Domestic Competitors
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - Domestic Competitors
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 150(annual) to 1200(season)
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre - 30 Km from Paris
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre - 30 Km from Paris
- 18 haSIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre - 30 Km from Paris
- 18 haSIZE
NB OF VISITORS PER YEAR
- 1,7M in 2012
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre - 30 Km from Paris
- 18 haSIZE
NB OF VISITORS PER YEAR
- 1,7M in 2012
NB OF DAYS OF OPENING
- 6 months
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre - 30 Km from Paris
- 18 haSIZE
NB OF VISITORS PER YEAR
- 1,7M in 2012
NB OF DAYS OF OPENING
- 6 months
DATE OF CREATION - 1989
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 200(annual) to 6000(season)
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service - Train station(200m from the park)
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service - Train station(200m from the park)
- 10 haSIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service - Train station(200m from the park)
- 10 haSIZE
NB OF VISITORS PER YEAR
- 1,2M in 2012
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service - Train station(200m from the park)
- 10 haSIZE
NB OF VISITORS PER YEAR
- 1,2M in 2012
NB OF DAYS OF OPENING
- 3 months
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service - Train station(200m from the park)
- 10 haSIZE
NB OF VISITORS PER YEAR
- 1,2M in 2012
NB OF DAYS OF OPENING
- 3 months
DATE OF CREATION - 1970
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- 4000
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- 4000
LOCALISATION
- own exit on highway
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- 4000
LOCALISATION
- own exit on highway
- 117 haSIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- 4000
LOCALISATION
- own exit on highway
- 117 haSIZE
NB OF VISITORS PER YEAR
- 4M
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- 4000
LOCALISATION
- own exit on highway
- 117 haSIZE
NB OF VISITORS PER YEAR
- 4M
NB OF DAYS OF OPENING
- 9 months
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES- 4000
LOCALISATION
- own exit on highway
- 117 haSIZE
NB OF VISITORS PER YEAR
- 4M
NB OF DAYS OF OPENING
- 9 months
DATE OF CREATION - 1995
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors
Domestic Competitors World-wide Competitors
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors
Domestic Competitors World-wide Competitors
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report
–Sun Tzu, <The Art of War>
‘If you know about your enemy and yourself, you can win as many as
100 times out of 100 battles’
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops - Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops - Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES- Over 15000
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops - Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES- Over 15000
LOCALISATION- RER A (2 mins by foot) - A4 highway - Joint ventures with Air France & Easy Jet
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops - Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES- Over 15000
LOCALISATION- RER A (2 mins by foot) - A4 highway - Joint ventures with Air France & Easy Jet
- 65 haSIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops - Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES- Over 15000
LOCALISATION- RER A (2 mins by foot) - A4 highway - Joint ventures with Air France & Easy Jet
- 65 haSIZE
NB OF VISITORS PER YEAR
- 14.9 M in 2013
NB OF DAYS OF OPENING
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops - Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES- Over 15000
LOCALISATION- RER A (2 mins by foot) - A4 highway - Joint ventures with Air France & Easy Jet
- 65 haSIZE
NB OF VISITORS PER YEAR
- 14.9 M in 2013
NB OF DAYS OF OPENING
- All year long
DATE OF CREATION
- Amusement Park - Hotels - Restaurants - Souvenir shops - Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES- Over 15000
LOCALISATION- RER A (2 mins by foot) - A4 highway - Joint ventures with Air France & Easy Jet
- 65 haSIZE
NB OF VISITORS PER YEAR
- 14.9 M in 2013
NB OF DAYS OF OPENING
- All year long
DATE OF CREATION - 1992
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - Internal Analysis
Type of visitors
Children, Teenagers,
Young adults, Parents
Children, Teenagers, Parents
Children, Teenagers, Parents
Children, Teenagers,
Young adults, Parents
Number of attractions
58 32 Show 39
Growth rate (2011)
- 1% + 8% + 6% + 10%
Profitability (2011)
€11.5 M €3-€4 M Not available €12 M
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis - Internal Analysis
5%8%
18%
69%
French Market Share by Annual Visitors(2011)
Strength- Experience in the entertainment business (over 80 years)- Tourist attraction- Strong reputation and brand name- Wide company’s product range- different types of attractions andproducts- Disney’s attractions adjusted to changes in visitor’s preferences- Familiarity- Financial stability- Qualified and educated employees- High satisfaction
+ Internal factor
Weaknesses- No originality(compared to one in the U.S.)- Large work force- Many changes in top-management- High operating costs- Different culture- High price for tickets- Design duplication- Cultural imperialism- Visitor Spending(European visitors not spendas much as American visitors)
- Internal factor
Opportunities
- Highly diversified product and service- Positive government attitudes- Barriers of entry- Large group of loyal clients- Expansion on foreign markets
+ External factor
Threats- Over saturated markets- Increasing number of serious and actively operatingcompetitors, which address their offer to the same segmentof clients (e.g. Port Aventura)- Bigger elasticity of competitors in adapting to particularsegment of clients thanks to the smaller volume of sales- Increasingly competitors offer, which is perceived by clientsand retailers as a wider and better available
- External factor
- Experience in the entertainment business (over 80 years) - Tourist attraction - Strong reputation and brand name - Wide company’s product range- different types of attractions and products - Disney’s attractions adjusted to changes in visitor’s preferences - Familiarity - Financial stability - Qualified and educated employees - High satisfaction - Expansion on foreign markets
- No Originality(compared to one in the U.S.) - Large work force - Many changes in top-management - High operating costs - Different culture - High price for tickets - Design duplication - Cultural imperialism - Visitor Spending(European visitors not spend as much as American visitors)
- Highly diversified product and service - Positive government attitudes - Barriers of entry - Large group of loyal clients
- Over saturated markets - Increasing number of serious and actively operating competitors, which address their offer to the same segment of clients (e.g. Port Aventura) - Bigger elasticity of competitors in adapting to particular segment of clients thanks to the smaller volume of sales - Increasingly competitors offer, which is perceived by clients and retailers as a wider and better available
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
Segmentation
Geography Demographics Psychographics Benefits Behaviors
Region “All over the world“ -Even though it is located in Paris, France but can att ract a number of tourists coming from all over the word in Paris.
Market size “Big(mass) market” -Paris, where Disneyland is one of the biggest cities in the world.
Market density “High density” -18.1m of annual visitors.
Climate “feeble” -It’s easily affected by weather.
Age 1) Children – Emphasizes that “going to Disneyland” is children’s dream. 2) Parents (Famaily) – They have a f ina l dec i s ion (parchasing power). 3) Young couples, Young friends
Gender -Girls are more favorable to Disneyland.
Income -Middle class~High class
Ethnicity -No relation
Family life cycle - F a m i l y w i t h y o u n g children(age of 4~8) -Family with adolescences
Personality - People who are : Family-oriented, soft, kind,…
Motives -for famaily’s fun -for fun between friends
Life style -not specific but not hedonistic
Geodemo-graphics -Urban -People from rural side
Benefits sought -Fun & family’s a n d f r i e n d s ’ precious time.
User status -Useres -Non-users : People didn’t come to Paris or don’t know if Disneyland exists in Paris -Potential users : Every one
Usage rate -Heary : Parent with young children - L i gh t : O r d i n a r y people
Occasion -Famaily’s anniversary -Birthday
SegmentationTargeting
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Marketing Mix - 4Ps
Product
Price
Place
Promotion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Marketing Mix - 4Ps
The resort covers 4,800 acres and have 2 themes parks, several hotels, a shopping, dining, and entertainment complex, and a golf course, in
addition to several entertainment venues.
Disneyland Paris located in Marne-la-Valée, a new town located 32 km east of the center
of Paris.
Everybody above the age of 3 needs to buy tickets to get in. I is highly recommended to buy tickets in
advance in order to save both time and money at the gate.
It is possible to choose your personal ideal Disneyland adventure- from 1 day to 5 in one park or both. Prices start from 64 € for adult for 1 day and up to 229 € for 5 days. Relatively, 58 for a child up to 211.
There are several special offers for seniors and students.
There are many ways of Desneyland being promoted : different special offers, discounts which attract visiter
not only spend nice time in the resort, but to save money.
e.g. Danko travel company with Air France and Disneyland Paris offer free tickets on plane for
children under 12 on the way Moscow-Paris-Moscow in case of booking hotel in the Disneyland.
Product
Price
Place
Promotion
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion - Savage Capitalism
Things to think about…
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion - Savage Capitalism
Things to think about…
Behind the Fantasy,
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion - Savage Capitalism
Things to think about…
- Low wages for employees and high exigence
- Considered not as a lifetime job
Behind the Fantasy,
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion - To The Greater Disney Empire
There is still much room to improve…
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion - To The Greater Disney Empire
There is still much room to improve…
• High operating cost
• Employ benefits
• Decreasing grow rate
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion - To The Greater Disney Empire
Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion - To The Greater Disney Empire
But…
But we still love Disneyland.Because we all remember our childhood.
That is the Power of Disneyland…