NOT AUTHENTIC BY DISNEY

Transcription

1 MARKETINGPLAN Netherlands 2014

2

3 PERSONAL STORIES INNOVATE

4 ANALYSIS 2012 DUTCH GUESTS DUTCH VISITS APPRECIATION % DISNEY COUPLES PERC. of TOTAL 6% 65% DISNEY FAMILIES HELPFUL HARMFUL INTERNAL EXTERNAL Excellent Product High Brand Recognition Other Disney products enhance Disneyland Strong A-Brand Partners Increased focus on quality of life Economic value for France People are always online Indefinite Discount Policy harms Value of Brand Pan-European marketing shuts outs segments of market Economic Crisis still continuing Geographic Distance Ageing population SWOT DUTCH MARKET BRANDING Brands must have a clear focus. The Dutch consumer must be able to say with one word or phrase where the brand and the associated product stands for. The strength of Disneyland Paris is closely related to the Disney brand. This is a great advantage but also a disadvantage. Disney is a very wide brand in the entertainment industry. The products are very diverse and focused on many audiences. The consumer can get confused if he/she is not able to make a clear distinction between the two brands. The Disneyland Paris brand is focused on a specific target group. But it is lacking a branding slogan and a clear payoff. The latest oui campaign is mainly about discounts. The campaign in itself has a very positive connotation but it is doubtful whether it strengthens the Disneyland Paris brand. It would be advisable to make a clear choice about the branding message. A message that is consistent and will be used for a long period of time. The strength of Disneyland Paris is The art of living storytelling. Disneyland Paris brings magic of Disney stories alive. This is the core of the brand. Disneyland Paris is a place where magic comes to life, you can surround yourself with other worlds, push your limits and create positive lifelong memories.

5 OUR GOALS CUSTOMER REVENUE EXPERIENCE BRAND AWARENESS REPEAT VISITS OVERNIGHT STAYS STRATEGY The Strategy in the Dutch Market is focused on achieving our goals. Together with corporate marketing we will serve the Dutch market to the best of our ability. The pan-european marketing approach has its advantages. But not every market is the same. Within the Dutch Market different target groups exist that are not well served with the current broad marketing approach. That is why the Dutch Marketing team wants to add some specific Dutch Marketing efforts. These Efforts will focus on three themes: Personal, Stories and Innovation. Stories Stories are the foundation of Disneyland Paris. We will give stories a more prominent place in our joint marketing efforts with our partners but also in Public Relations. Innovation Innovation means that we always try to search for new and better ways to reach out to our guests. Always discuss the old ways and look for opportunities beyond the obvious. Personal The Dutch are very individualistic and a big segment of our market is turned off by the mass tourist destination that our product is. We would like to give a more personal approach in the communication to our guests.

6 PERSONAL COMMUNITY NOT AUTHENTIC The Netherlands is an urbanized country with a strong secularization. The Dutch are highly individualistic and lack strong communal bonding. Research shows that a key factor into the happiness of people is when they feel that they belong to a community. Especially if they are also able to give a substantial contribution to that community. Social media have, in a way, addressed that need. With the use of Social Media people can contribute to a group or community. They have the opportunity to start a dialogue or call people to action. Disneyland Paris does not have a strong performance in terms of community building. The tools are in place such as Twitter, Facebook and a website, but they are not fully utilized. The presented content is quite repetitive and there is no integration between website and social media. In addition there are two Dutch websites where Disneyland Paris presents itself namely and The content itself will have to offer more variety, more humor, more inside information, tips & tricks, and of course discounts. It also has to invite people to participate, to comment and share their experiences with each other. The target group for community building are called Disney Couples. They are active on social media. This target group can be addressed with a little more mature humor. In addition, Disney Couples can easier decide, on a short notice, to visit Disneyland Paris. BUILT DISNEYLAND To enhance the community a simulation game could be a great idea. Take over the management of Disneyland. Expand Disneyland from 1955 till now. Ask your friends to visit or help out. SEGMENTATION The target group of Disneyland Paris is families with children between 4-12 years. These families are in the higher income bracket. In addition there are also couples who visit Disneyland Paris. The ratio between the Disney Families and the Disney Couples is 65% versus 35%. Within the potential guests of Disneyland Paris a more specific segmentation is possible. Segmentation can be done on: Demographics (income, region, education, ethnicity) Revenue Value (past and future) Needs Based (what he/she thinks of the product, what he/she prefers) Lifestyle (what he/she values in life) These kind of segmentation is important to do. It makes it possible to address the potential guests as personal as possible. Segmentation ensures that communication is more tailored to the needs of the guests. Examples of better segmentation are: underdeveloped regions (demography), ethnic marketing (demography), encouraging repeat visits (revenue), changing the perception (needs) and provide a more personal touch to the mass tourism of Disneyland (life style).

7 ACT LOCAL NOT AUTHENTIC Advertising through mass media is in retreat. News and entertainment nowadays comes in many different ways into the living room. Traditional advertising has become less effective. There is also a trend in the Netherlands to be more focused on regional products and festivities. An idea might be to sponsor a number of medium-sized municipalities. In Haarlem, for example, there is the annual flower parade. Disneyland Paris could sponsor this event and give it the Disneyland look and feel. This shortens the distance between the brand and the people. In addition, you can work with local travel agents and local media in order to generate extra attention. Local media have a great reach and are less expensive per impression. Demographic research has to be done to find the right municipality to sponsor. A NEW MAYOR Mickey gets the keys of the city. This will happen around Christmas and/or Halloween. The whole city will be revamped into the Christmas Spirit of Disneyland. The magic of Disneyland is brought to that city and to the Netherlands. Disney Christmas tree on the main square Lighting and decoration through out the city Disney Pop Up shops Skating Rink Disney appearance in local theater Help local shopkeepers revamping their shops appearance Enabling Partners with local branch to generate extra attention VOLUNTEARS One idea could be to set up a Disney Voluntears group in the Netherlands. This means that Disneyland Paris supports local charities through a network of volunteers. At the moment the Voluntears consist of (former) employees of Disney. An option could be to open the Disney Voluntears for everyone to enlarge the communicty. The main focus of the Voluntears could be on developing imagineering talent in the Netherlands. This could include crafts such as wood carving, painting, drawing, writing but also the multimedia aspect of imagineering. The advantage of the Disney Voluntears is that it creates regularly Public Relation moments. It contributes to a positive image of Disneyland Paris and creates a strong community that can be called to action when needed.

8 STORIES PUBLIC RELATIONS NOT AUTHENTIC Public Relations (PR) is the most valuable form of communication. In the eyes of the consumers, newspapers, the news or other informative programs are the most objective source of information. PR has to have news value to be noticed by the media. News value means that the information is current, new and has emotional appeal. It is certainly possible to create PR moments in the Dutch Market a few times a year. Timing and the right angle are of the essence. Building a relationship with the Dutch media and journalists enhances the chance of a PR moment. Below is a list of PR moments and opportunities: Annual press release with visitor numbers specified for the Netherlands. Special events at Disneyland Away from the mundane: human interest, animals, births, weddings. Openings of Rides Anniversaries Press trip Some Specific Ideas: Cultural differences research (e.g. Dutch people prefer hugging Pluto) Design your own Disneyland Paris Ride contest Find the diamond of the Seven Dwarfs and deliver it in Paris Voluntears SPOKESPERSON The face of Disney in the Netherlands is Donald Duck and/or Mickey Mouse. Good Public Relations can be enhanced by a strong TV personality that can represent Disney in media appearances. For example at the opening of the Ratatouille Ride a Dutch imagineer tells his story about the designing process. Better still the president of Disney the Netherlands would be pushed forward in all kinds of media appearances. Not only the high-profile ones but also in magazines, blogs and regional press. He (or she) will tell his personal story but also the story about his Disney Experience. It will open up the company to the Dutch public.

9 PARTNERS Disney Land Paris has several partners who are active in the Dutch market. They are leading players in their respective product segments. There is an opportunity for joint marketing in the Dutch market. Cooperation with these partners is desirable and strengthens the image of Disneyland Paris and her Partners. In the joint marketing effort the stories of Disneyland Paris should be used. Some Ideas Collect the storybooks that play a role in Disneyland. Collect the characters that play a role in Disneyland Trade cards that consist of different stories and rides in Disneyland Tinkerbell is out of pixie dust. Can you collect as much as you can and bring it to her? RATATOUILLE The biggest PR opportunity in 2014 is the opening of the new ride Ratatouille Kitchen Calamity. This event is a good opportunity for guerrilla marketing and PR buzz. Inspired by the street artist Banksy there will appear silhouettes of rats on the strangest places. Big ones, small ones, on houses, bus stops everywhere you look. We could even set up some form of competition. In this competition you would have to collect rats with your mobile phone to win. TELL US YOUR STORY Our culture is built upon stories. Great stories engage people, lift up their spirits and are a great way of learning. Disney is built upon great stories. We should enable our guests to tell their stories and reward that. Real stories of the adventures they have encountered when they were visiting or fantasies they might have about Disneyland. This could be in the shape of an online platform where guest can share their stories in all kinds of way in writing, drawing, video or pictures.

10 INNOVATE SENSE OF URGENCY NOT AUTHENTIC It is a 5 hour travel from Amsterdam to Disneyland Paris. This means that a visit to Disneyland Paris is planned and always with at least one night in a Hotel. This makes the decision to visit less spontaneous. At worst our potential guests postpone the planned visit indefinitely. This is why a sense of urgency has to be created to overcome postponing. Limitation in time and product offering creates a sense of urgency. For example, if there are only limited number of discounted hotel rooms, guests have to decide quickly if they want to book the room or not. It is also possible to create events or special occasions that have a short duration. Christmas and Halloween are special occasion that are already marketed to the public, but there is potential in events to attract extra guests from the Dutch market. A list of possible events: De Disneyland Paris Marathon Performance of a (Dutch) artist Extreme Fireworks week International food & wine Festival The Dutch week The Star Wars Conference Comic Con Europe The Disney Night (24hrs open) Exhibitions WALT DISNEY WORLD MARATHON In 1994 the Walt Disney World Marathon started with 7000 contestants. It is now a 2 day event with over contestants. There are different distances you can run variating from 5k to a full marathon. There is even a special two day Goofy run which upon completion earns you the special Goofy Medal. The Goofy run consists of the half Marathon on day 1 and the full Marathon on day 2. FOOD & WINE FESTIVAL The Epcot International Food and Wine Festival, inaugurated in 1995, in Orlando, draws amateur and professional chefs to sample delicacies from all around the world.celebrity chefs are often on-hand to host the events. This event would be a great opportunity to showcase French Cuisine to world and to attract other target groups.

11 HELLO, DOES ANYONE NOTICE ME? NOT AUTHENTIC Disneyland is big. It is big in attendance, things to do, number of rooms, people who are working there. As a potential guest you can feel overwhelmed by all those big numbers. It can even make you feel lonely. Disneyland Paris is a mass tourist destination but it does not have to feel that way. Guests should be acknowledged in their existence. This means that when they book online they will be called by a sales representative to talk things through. This can lead to an upsell but this should not be the main target. Furthermore sending a park map and some other fun enhancing items a few weeks before the journey begins is a good way of enhancing the experience. There are probably more enhancements possible. A good way to address this is Customer Journey Mapping. This gives insight in what moments the guests engage with the service and the brand. DISCOUNTS Discounts are a marketing instrument to boost sales when all other instruments fail. Discounting should only be used for special target groups, for a limited amount of time and products. The danger of indefinite discounting is that the discount price becomes the normal price. In addition, price is also a way to show that the product is a premium product. Too much discounting even harms the brand. An optimum price has to be found which enhances the brand and brings in the most revenue. Optimum pricing can be found through experiment and historical analysis. It would be preferable to avoid flat discounts and find more innovative way of discounting. Some other ways of discounting: Clear promotion periods with a short duration, then back to the old price. Find the big Discount! Different discount codes that are distributed via a partner. Bring your friends action. No discount for yourself but only for your friends. Decide now go tomorrow! Discount for the Elderly No discount for the kids but only discount for the parents Discount on packages, all-inclusive trip including transportation. Promote specific hotels. Discount only through certain channels, like Facebook.

12 PLANNING 01 Lorem ipsum dolor sit amet. 04 Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet. 08 Lorem ipsum dolor sit amet. 11 Lorem ipsum dolor sit amet. 03 Lorem ipsum dolor sit amet. 06 Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet.

13 BUDGET EXPENSES Project X Project Y Project Z Project AB TOTAL EXPENSES SUM BUDGET DISTRIBUTION DISTRIBUTION CHANNEL In the Dutch market there are three different distribution channels for the sales of Disneyland Paris: direct, through tour operators and through travel agencies. A hybrid channel is the Affiliate market. These affiliates redirect guests to our sales backend or to the other channels. The main Tour Operator has filed for bankruptcy. This means an extra effort to redirect sales trough the existing channels, preferably direct. The travel intermediary business model which is run by tour operators is on its retreat. The technological developments makes it possible and easy for travelers to create their own custom holiday. But there is still a large market of people who don t want the hassle of sorting everything out by themselves or they want something exclusive that can not be found on the internet. This is where the travel agent comes into play. The travel agent has to be knowledgeable and gives the potential guests the feeling that they are special. Disneyland has to give the travel agents the tools so the travel agent can help fulfill the dreams of our guests. This means direct access to our sales backend without the tour operator as intermediary. On the other hand some kind of certification has to be in place for every party that wants to distribute Disneyland Paris. This certification guarantees a minimum level of quality of service.

14 MARKETIN 20 RULES OF THE GAME Players take turns rolling two dice a board by the sum of their roll. The g Disneyland. When on 6 say out loud the mission Paris. If the player does not know th mistake, skip one turn. When On 10 Back to 6. When on When on 27 find and object in ano about it. When on 32 choose one of the ass When on 39 tell something about y know about you. When on 44 go back to 32. When on 53 go out of the box* *Skip two turns if your act is the same as one o

15 G GAME 14 NOT AUTHENTIC nd moving their pawn around the oal is to be the first to arrive at statement of Disney or Disneyland e mission statement or makes a 16 go to 27 ther room and make up a story ignments of 6, 27, 39 or 53. ourself none of the other players f the players before you

16 NOT AUTHENTIC If you can dream it, you can do it.