[Principles of marketing] Disneyland Paris

Principles of Marketing / Miss. Mo

Anna Piatnitca Chloé Artigues

Woojin Kim Valeriia Kransnyanskaya

Class 14 / Year 2013-14

How did you feel?

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

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

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

External 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

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’

Internal Analysis

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

‘‘What makes us different from others?’’

‘‘What makes us different from others?’’

Core Competencies

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 Weakness

Opportunities Threats

Negative

Internal

External

Positive

SWOT Analysis

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

Strength + Internal factor

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

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

SWOT Analysis

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

SWOT Analysis

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

Weaknesses - 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

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

SWOT Analysis

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

SWOT Analysis

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

Opportunities + External factor

Opportunities

- Highly diversified product and service- Positive government attitudes- Barriers of entry- Large group of loyal clients- Expansion on foreign markets

+ External factor

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

SWOT Analysis

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

SWOT Analysis

Strength Weakness

Opportunities Threats

Negative

Internal

External

Positive

Threats - 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

From Segmentation To Positioning

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

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

Thrill

Familiar Atmosphere

Perceptual Mapping

Thrill

Familiar Atmosphere

Perceptual Mapping

Thrill

Familiar Atmosphere

Perceptual Mapping

Thrill

Familiar Atmosphere

Perceptual Mapping

Thrill

Familiar Atmosphere

Perceptual Mapping

Thrill

Familiar Atmosphere

Perceptual Mapping

Thrill

Familiar Atmosphere

Perceptual Mapping

Marketing Mix

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

Conclusion

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…

Thank you.

Any Questions?!

Class 14 LOVE YOU, Miss Mo!