disneyland

Submitted To:

Prof. Manali Paradkar

16-3-2011

Submitted By :Sneha Choithramani 08Girish hassija18Soni Khemani 28Jyotsna Nimbalkar38Shreejish Radhakrishnan48Jeetu Varma58

Service Marketing - Disneyland

Service Marketing – Disneyland

“To all who come to this happy place:

Welcome. Disneyland is your land.

Here age relives fond memories of the past, and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams, and the hard facts that have created America, with the hope that it will be a source of joy and inspiration to all the world.”

—Walter E. Disney

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Service Marketing – Disneyland

INTRODUCTION

Disneyland Park is a theme park located in Anaheim, California, owned and operated by the

Walt Disney Parks and Resorts division of The Walt Disney Company. Known as Disneyland

when it opened on July 18, 1955, and still colloquially known by that name, it is the only theme

park to be designed and built under the direct supervision of Walt Disney. In 1998, the theme

park was re-branded "Disneyland Park" to distinguish it from the larger Disneyland Resort

complex.

Walt Disney came up with the concept of Disneyland after visiting various amusement parks

with his daughters in the 1930s and 1940s. He initially envisioned building a tourist attraction

adjacent to his studios in Burbank to entertain fans who wished to visit; however, he soon

realized that the proposed site was too small. After hiring a consultant to help determine an

appropriate site for his project, Walt bought a 160-acre (65 ha) site near Anaheim in 1953.

Construction began in 1954 and the park was unveiled during a special televised press event on

July 17, 1955.

Since its opening, Disneyland has undergone a number of expansions and renovations, including

the addition of New Orleans Square in 1966, Bear Country (now Critter Country) in 1972, and

Mickey's Toontown in 1993. Disney California Adventure Park was built on the site of

Disneyland's original parking lot and opened in 2001.

Disneyland has a larger cumulative attendance than any other theme park in the world, with close

to 600 million guests since it opened. In 2009, 15.9 million people visited the park, making it the

second most visited park in the world that calendar year.

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Service Marketing – Disneyland

Introduction to Services marketing

Services marketing is a form of marketing which focuses on selling services. Services can be

tricky to sell and the marketing approach for them is much different than the approach for

products. Some companies offer both products and services and must use a mixture of styles; for

example, a store which sells computers also tends to offer services such as helping people select

computers and providing computer repair. Such a store must market both its products and the

supporting services it offers to appeal to customers.

When people market services, the goal is not to get customers to buy a product, but to get people

to do business with a particular company, often in a specific location. For example, a restaurant

offers a service: It provides food to customers, both on-site and in to-go form in many cases.

When the restaurant markets itself, it must convince people that it is preferable to other

restaurants and that its facility is worth the trip.

Characteristics of a Service

What exactly are the characteristics of a service? How are services different from a product? In

fact many organisations do have service elements to the product they sell, for example

McDonald’s sell physical products i.e. burgers but consumers are also concerned about the

quality and speed of service, are staff cheerful and welcoming and do they serve with a smile on

their face?

There are five characteristics to a service which will be discussed below.

1. Lack of ownership.

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Service Marketing – Disneyland

You cannot own and store a service like you can a product. Services are used or hired for a

period of time. For example when buying a ticket to the USA the service lasts maybe 9 hours

each way , but consumers want and expect excellent service for that time. Because you can

measure the duration of the service consumers become more demanding of it.

2. Intangibility

You cannot hold or touch a service unlike a product. In saying that although services are

intangible the experience consumers obtain from the service has an impact on how they will

perceive it. What do consumers perceive from customer service? the location, and the inner

presentation of where they are purchasing the service?.

3. Inseparability

Services cannot be separated from the service providers. A product when produced can be taken

away from the producer. However a service is produced at or near the point of purchase. Take

visiting a restaurant, you order your meal, the waiting and delivery of the meal, the service

provided by the waiter/ress is all apart of the service production process and is inseparable, the

staff in a restaurant are as apart of the process as well as the quality of food provided.

4. Perishibility

Services last a specific time and cannot be stored like a product for later use. If travelling by

train, coach or air the service will only last the duration of the journey. The service is developed

and used almost simultaneously. Again because of this time constraint consumers demand more.

5. Heterogeneity

It is very difficult to make each service experience identical. If travelling by plane the service

quality may differ from the first time you travelled by that airline to the second, because the

airhostess is more or less experienced.

A concert performed by a group on two nights may differ in slight ways because it is very

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Service Marketing – Disneyland

difficult to standardise every dance move. Generally systems and procedures are put into place to

make sure the service provided is consistent all the time, training in service organisations is

essential for this, however in saying this there will always be subtle differences.

7 PS OF SERVICES MARKETING

Marketing services is different from marketing goods, and the marketing tools and practices

developed for goods marketing are often not directly transferable to the marketing of services.

There are several major differences, including:

The buyer purchases are intangible

The service may be based on the reputation of a single person

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Service Marketing – Disneyland

It's more difficult to compare the quality of similar services

The buyer cannot return the service

The differences have resulted in a divergence in the education of services marketing versus

regular marketing. Apart from the traditional "4 P's," Product, Price, Place, Promotion, there are

three additional "P's" consisting of People, Physical evidence, and Process.

Product

It refers to the creation of a service concept that will offer value to target customers and satisfy

their needs better than competing alternatives. This consists of a core product that responds to the

customer primary need and an array of supplementary service elements that are mutually

reinforcing value-added enhancements that help customers to use the core product more

effectively.

Disneyland

Main Street, U.S.A.

Disneyland Railroad

Main Street Cinema

Main Street Vehicles

The Disneyland Story presenting Great Moments with Mr. Lincoln

The Disney Gallery

Tomorrow land

Buzz Lightyear Astro Blasters

Finding Nemo Submarine Voyage

Space Mountain

Astro Orbitor

Autopia

Captain EO Tribute

Disneyland Monorail

Disneyland Railroad

Innoventions (Disneyland)|Innoventions

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Service Marketing – Disneyland

Starcade (Disneyland)|Starcade

Fantasyland

Snow White's Scary Adventures

Pinocchio's Daring Journey

Dumbo the Flying Elephant (ride)|Dumbo the Flying Elephant

Casey Jr. Circus Train

Mr. Toad's Wild Ride

Alice in Wonderland (Disneyland attraction)|Alice in Wonderland

Mad Tea Party

Peter Pan's Flight

Sleeping Beauty Castle

King Arthur Carrousel

Pixie Hollow

Bibbidi Bobbidi Boutique

Disney Princess Fantasy Faire

It's a Small World

Matterhorn Bobsleds

Storybook Land Canal Boats

Frontierland

Big Thunder Mountain Railroad

Pirate's Lair on Tom Sawyer Island

Frontierland Shooting Exposition

Mark Twain Riverboat

Rafts to Tom Sawyer Island

Sailing Ship Columbia

Big Thunder Ranch

Golden Horseshoe Saloon|The Golden Horseshoe Stage

Fantasmic!

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Service Marketing – Disneyland

Adventureland

Tarzan's Treehouse

Jungle Cruise

Indiana Jones Adventure: Temple of the Forbidden Eye

Walt Disney's Enchanted Tiki Room

New Orleans Square

Pirates of the Caribbean

Haunted Mansion

Disneyland Railroad

Critter Country

Splash Mountain

The Many Adventures of Winnie the Pooh

Davy Crockett's Explorer Canoes

Mickey's Toontown

Mickey's House and Meet Mickey

Minnie's House

Goofy's Playhouse

Donald's Boat

Chip 'n Dale's Treehouse

Roger Rabbit's Car Toon Spin

Disneyland Railroad

Gadget's Go Coaster

Parades

Mickey's Soundsational Parade (opening May 27, 2011)[1]

Fireworks

Remember... Dreams Come True

Magical: Disney's New Nighttime Spectacular of Magical Celebrations

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Service Marketing – Disneyland

Halloween Screams

Believe... In Holiday Magic

Place and time

It may involve physical or electronic channels such as banks now offer customers a choice of

distribution channels including visiting a branch, using a network of ATMS, doing business by

phone or conducting them over the Internet.

Disney land

Disneyland - California, USA (1955)

Walt Disney World Resort - Florida, USA (1971)

Tokyo Disney Resort – Japan (1983)

Disneyland Resort Paris - France (1992)

Hong Kong Disneyland Resort – (2005)

Price and other user outlays

To determine if a particular service is “worth it”, customers go beyond monetary considerations

and assess the outlays of their time and effort. Thus, service marketers must set prices that target

customers are willing and able to pay and minimize other burdensome outlays that are incurred.

These may include additional monetary expense in traveling, time expenditures, unwanted

mental and physical effort and exposure to negative sensory experiences.

Disney land

Until 1982, the price of the attractions was in addition to the price of park admission.

Guests had to purchase a book of tickets that consisted of several coupons, initially

labelled "A"-”C”

"D" and then eventually "E" coupons were introduced for more thrilling rides.

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Service Marketing – Disneyland

Single admission price with unlimited access to all attractions

Later, Disney introduced other entry options such as multi-day passes and Annual Passes

Promotion

Services marketing is also educational in nature, especially for new customers. Suppliers need to

teach these customers about the benefits of the service, where and when to obtain it, and how to

participate in service processes to get the best results. This can be delivered via individuals such

as salespeople, at websites, on display screens in self-service equipment and through a variety of

advertising media.

Disney land

Disney visa card

Choice to stay @ favourite Disneyland resort- reserved just for Card members.

10% off on purchases of $50 or more at Disneyland

To meet and pose with some of the Disney Characters and get a complimentary photo

Special vacation financing

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Service Marketing – Disneyland

Holiday promotions

Halloween Time

Every year in October, Disneyland has a Halloween promotion when parts of the

park are decorated in a Halloween theme. Space Mountain and the Haunted

Mansion are temporarily rethemed as part of the promotion.

Holidays at the Disneyland Resort

From early November until the first few days in January, the park is decorated for

the holidays. Seasonal entertainment includes the Believe... In Holiday

Magic firework show and A Christmas Fantasy Parade, and the Haunted

Mansion and It's a Small World are temporarily redecorated in a holiday theme.

The Sleeping Beauty castle is also known to become snow-capped and decorated

with colorful lights during the holidays as well

Seasonal Events & Advertisments

Valentine's Day

Summer Nightastic!

Halloween Time

Winter holidays

Pears soap advertisement

Clinic plus shampoo

People

An essential ingredient to any service provision is the use of appropriate staff and people.

Recruiting the right staff and training them appropriately in the delivery of their service is

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Service Marketing – Disneyland

essential if the organisation wants to obtain a form of competitive advantage. Consumers make

judgments and deliver perceptions of the service based on the employees they interact with. Staff

should have the appropriate interpersonal skills, aptititude, and service knowledge to provide the

service that consumers are paying for. Many British organisations aim to apply for the Investors

In People accreditation, which tells consumers that staff are taken care off by the company and

they are trained to certain standards.

Disneyland

About 1,00,000 are employed by Disney

Areas of their work:

Attractions, Cash Management, Disney Desk, Guest Relations, Maintenance, Photo

Imaging, Resort Transportation & Parking, Retail Sales, Clerk Security, Stable Attendant, Ticket

Seller, Ticket Taker, Warehouse Manager

Pays & Benefits:

Weekly pay

Health-care insurance options

Paid vacation and sick leave

Retirement Plans

Annual pay increases and premium-pay incentives

Discounts at Disney resort hotel

Process

Refers to the systems used to assist the organisation in delivering the service. Imagine you walk

into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What

was the process that allowed you to obtain an efficient service delivery? Banks that send out

Credit Cards automatically when their customers old one has expired again require an efficient

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Service Marketing – Disneyland

process to identify expiry dates and renewal. An efficient service that replaces old credit cards

will foster consumer loyalty and confidence in the company.

Disneyland

Disney theme parks provide an excellent example of services that have been very thoughtfully

designed to the smallest detail. Every part of the service delivery process and its supporting

processes has been carefully planned to maximize the customer’s experience. From the moment

a family first pulls into the parking lot until it leaves at the end of the day, its experiences are

mapped out in detail so that each of the elements that comprise Disney’s service delivery process

is aligned with the overall customer experience.

Disney planners know that visitors to its theme parks want everything to be fun and nothing to be

a hassle, so smiling employees are always in sight, ready to help if you need anything. All of the

facilities are spotlessly clean and there is enough variety in attractions, food and price levels to

suit everyone’s tastes.

To keep you coming back, Disney regularly introduces new offerings – 19 new rides, facilities or

experiences were added at DisneyWorld in Florida during the past two years and 29 in the last

five! At the same time, Disney continuously improves the elements in its service delivery

process, to the delight of customers of all ages. In April 2006, Disney launched the Year of a

Million Dreams, during which Disney Cast Members began awarding a million dreams to

randomly chosen guests as part of Disney’s latest promotion. Among the “dreams” was a one

night stay in the royal bedchamber inside Cinderella's Castle in DisneyWorld and a similar

experience at the Mickey Mouse Penthouse in Disneyland.*

Disney’s management truly understands that processes matter to customers. Some of those

processes take place behind the scenes (food preparation, costume design, employee training,

layout and timing of shows) and are part of Disney’s overall service system. Other processes take

place within view of the customer (characters’ interactions with customers, parades, meal service

and entertainment shows) and are therefore part of the service delivery process. Disney’s

management pays careful attention to every step in every process – whether visible to the

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Service Marketing – Disneyland

customer or not – thereby ensuring a strong foundation for successful service delivery, which

ultimately translates into high levels of customer satisfaction and repeat business.

Guest Services

ATMs

Baby Center and Lost Children

First Aid

Information Centers

Lockers

Lost and Found

Parking

Transportation

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Service Marketing – Disneyland

Wheelchair Rental

Physical Evidence

Where is the service being delivered? Physical Evidence is the element of the service mix which

allows the consumer again to make judgments on the organisation. If you walk into a restaurant

your expectations are of a clean, friendly environment. On an aircraft if you travel first class you

expect enough room to be able to lay down!

Physical evidence is an essential ingredient of the service mix, consumers will make perceptions

based on their sight of the service provision which will have an impact on the organisations

perceptual plan of the service.

Elements of Physical evidence:

Facility Exterior

Exterior design

Signage

Parking

Landscape

Surrounding environment

2.FacilityInterior

Interior design

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Service Marketing – Disneyland

Signage

Layout

Temperature

3. Other tangibles

Business cards

Stationery

Billing statements

Reports

Uniforms

Disneyland

1. Exterior design:

Cinderella's Castle is the fairy tale castle at the center of two Disney theme parks: the Magic

Kingdom at the Walt Disney World Resort, and Tokyo Disneyland at the Tokyo Disney Resort.

Both serve as worldwide recognized icons for their respective theme parks.

2. Park layout

The park is divided into "lands" (themed areas) and well-concealed backstage areas. On entering

a land, a guest is completely immersed in a themed environmentand is unable to see or hear any

other realm. The idea behind this was to develop theatrical "stages" with seamless passages from

one land to the next.The public areas occupy approximately 85 acres (34 ha). When the park

initially opened, it consisted of five themed areas:

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Service Marketing – Disneyland

Main Street, U.S.A., designed to resemble an early 20th-century Midwest town;

Adventureland, featuring jungle-themed adventures;

Frontierland, illustrating an American Old West frontiertown;

Fantasyland, bringing to life characters and places from Disney's movies for children;

Tomorrowland, an optimistic vision of the future.

3. Brochures:

4. Maps

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Service Marketing – Disneyland

ESSENCE OF DISNEYLAND

Much of it revolves around Disney's effort to create the illusion for visitors that they have

entered a perfect world, which more closely conforms to their desires. It creates this

"perfect world" in various ways. For example, it encourages visitors to see the park

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Service Marketing – Disneyland

through the eyes of a child and defines itself as a place that "brings dreams to life." But

most essentially it creates a fictionalized version of a perfect world by inviting visitors to

escape their containment in physical reality so they are no longer limited by time,

distance, size and physical laws.

In various attractions, visitors seem to float through the human body and through DNA;

they travel to the past and future, and leave the earth. On the thrill rides, they defy

gravity, moving at speeds and in ways that seem to violate what common sense tells them

should be possible.

Disney World also invites visitors to escape the fallen state of society and the self. It

creates idealized visions of American capitalism and political history, and draws visitors

into a world of perpetual celebration, full of parades and fireworks, with costumed

performers and endless invitations to fun. The effect is not unlike participating in a 365-

day-a-year holiday, in which negative emotions are banished from life.

When you put all this together, it becomes obvious that Disney World offers visitors the

fictionalized realization of humanity's deepest dream: transcendence. In Disney World,

we transcend the mundane. In place of the world we normally find ourselves in, in which

most opportunities are closed to us and most human motives are concealed, we go on a

journey through symbolic worlds that are objective and material, but seemingly as

weightless, carefree and fantastic as the imagination.

In all this, Disney undoes the dry "scientism" of the world view of contemporary

societies. It was the German sociologist Max Weber who said that in the modern age we

are witnessing the disenchantment of the world with the rise of science and the declining

influence of religion. The creations of simulation culture, such as Disney, seem to be re-

enchanting it for us with the new promise that art and technology can re-create our

surroundings in the form of an updated version of contemporary romance stories, with

mythologies of space flight, aliens, time travel and lost worlds.

But Disney World doesn't only offer objectified fantasies. Through the power of

simulation, it also shows us the way technology will give us power over, and freedom

from, the world. Disney takes the various possibilities of technology -- that one day we

will go into outer space or travel freely across the globe or evolve a perfect society -- and

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Service Marketing – Disneyland

it creates the simulation of these things so we can enjoy in fictional form, now, the

powers we hope to enjoy, later, in reality.

These qualities make Disney World the ultimate showcase for the way technology will lead to

transcendence of the mundane world. In place of the promise of modernism, which told us that

we could realistically hope that technology would usher in an age of affluence, power over

nature, and rationality, it reveals a "postmodern" promise that has emerged out of modernism, in

which we are told that technology will allow us to escape the conditions of society and the

physical world.

Disney World is a cautionary tale that shows us, not only the wonders of the future, but the

danger that progress might cause humanity to regress, allowing it to lose itself in an

environment of automation, simulation and reassuring intellectual illusions. In Disney, we see

the ultimate attempt to rely on technology, in which even experiences are manufactured for us

by machines.

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