Disney Land

Lonan CARROLL
Gearoid DOWLING
Lewis FOLKARD
Wei-HSUAN LEE Team 2
Pearl SAVILLE
Barbara SZECHY
Research Question
Is Disneyland successful in
adapting to different
cultures ?

How can Disney Land improve its campaign in Tokyo

to reach a broader target Audience of European
tourists?
Contents
• Introduction

• External Diagnoses

• Internal Diagnoses

• Strategic and Operational Decisions

• Promotion and communication plan

• The new campaign

• Conclusion
Introduction
• We will be analyzing Disneyworld Orlando and Disneyland
Tokyo Campaigns.

• Disneyworld Orlando is focused on young children

• Disneyland Tokyo focuses more on all ages/the whole family

• The advertising campaigns change to adapt to their target

audience

• We will present a new campaign for Disneyland Tokyo at the

end of the presentation
External Diagnosis (Opportunities and Threats)
MACRO Environment
PESTEL For Disney Land Tokyo
Political
• Japans prime ministers fiscal stimulus = 3 consecutive quarters of growth
(Lee, D, 2013) Strength
• Japan seeks Thailand’s help to promote two-way Tourism.( Tourism of Authority
of Thailand Newsroom 2013) Strength
Economical
•Japanese economy bouncing back faster than U.S and Europe (Lee, D 2013)
Strength
•Japan wins bid to host 2020 Olympic games in Tokyo and hopes for tourism
boost (Reporter, T., 2013) Strength

Socio-Cultural
•Japan have own icon equivalent to Walt Disney , Hayao Miyazaki (Dinh, M, L.,
2013) Weakness
•Disney to produce cartoons ‘made in Japan’ to suite local market resulting in
market expansion ( The economic times 2008) Strength
MACRO Environment
PESTEL For Disney Land Tokyo
Technological
• Early adapters of internet, double Smartphone aps of a U.S user (Joan News
2011) Strength
• 10% Japanese companies have dedicated ap compared with 19% of U.S
companies (Joan News 2011) Weakness
Legal
• Law concerning the rational use of energy prompts Disneyland Tokyo to invest
in a range of energy efficient facilities and equipment. (OLC Group 2013) Both
• Japan has strict employment laws, focusing on the well being and equality of
employees. (Okunuki H 2013) Both
Environmental
• Tokyo Climate- Hot and Humid Summer, Mild winter with cool Spells. (World
weather online 2013) Strength
• Tokyo has extensive network of canals allowing it to compete with japans
other major cities, i.e. Residential areas and additional port facilities. (Tokyo
2013) Strength
External Diagnosis (Opportunities and Threats)
MACRO Environment
PESTEL For Disney Land Florida
Political
•Decline of Trade/Labour unions in the US (Stone, W 2011) Both
•Obama Concentrates on legislation to reduce long term deficits, overall
immigration system and passage a farm bill. (Roberts, D et al 2013) Strength

Economical
•Struggling to make recovery after financial Crisis. (EW World Economy
Team 2013) Weakness
•Unemployment rate expected to Lower Domm, P (2013) Both

Socio-Cultural
•Consumer confidence at an all time low in America. (EW World Economy
Team 2013) Weakness
•25-54 years: 40.6% (male 63,713,761/female 63,556,345, Highest
percentage of population are in consumer age (Index Mundi 2013)
Strength
MACRO Environment
PESTEL For Disney Land Florida
Technological
•Internet Usage has dramatically increased and keeps rising (Downey, A 2012)
Strength

Legal
•New Legislation on Farm Bills (Roberts, D et al 2013) Strength
•The affordable care act, provides affordable health insurance , ensures
citizens get care they need and preventive services to stay healthy (The
White House 2013) Strength

Environmental
•US Government focuses on legislation to provide farm bills, therefore
increasing farm production and prices. (Roberts, D et al 2013)
Offer...
Competitors
Global Competitors of Disney Land
Indirect and on a broader Scale
•Package Holiday Companies
•Ice Lolly
•Thomson
•Thomas Cook
•Teletext
•First Choice etc
 Offer...
Competitors
Competitors of Disney Land Japan
•Fuji Q Highland •Spa Resort Hawaiians

•Huis ten Bosch •Toei Eigamura

•Hakkeijima •Nikko Edomura

•Space world Ref – (Japan-Guide.com2013)

•Edo Wonderland

•Spain Mura

•Nagishima Resort
Offer...
Competitors
Competitors of Disney Land America
•Ceder Point
•Knoebels
•Schlitterbahn Water Park
•Universals islands of Adventure
•Six Flags Magic Mountain
•Kings Island
•Dells Water Parks (Noah’s Ark Water Park)
•Hershey Park
•Knotts Berry Park
Ref – (Travel Channel, Family 2013)
Distribution
Tokyo Disney Land
• Industry: Theme Park and Resort
• Founded: April 15, 1983
• Headquarters: Chiba Prefecture, Tokyo, Japan
• Properties: Tokyo Disneyland Park, Tokyo Disney Sea
Figures
Guest statistics – 2006 – 25, 816 000, 2009- 25, 818 000, 2012 –
27 503 000
Market Size – 585.0 Billion Yen
Ref – (OLC Group 2013)
Distribution
Orlando Disney Land
• Industry: Theme Park and Resort
• Founded:1971
• Properties: Golf Resort, Epcot Centre, MGM
Studies, Typhoon Lagoon, Animal Kingdom
and All stars Movies Resort.
Figures
Employees – 66000 cast members
Guest statistics – 52.5 Million Annually
Ref – Walt Disney World News (2013)
Demand
Quantitative Analysis

•Orlando - Market share – 68 %

•Tokyo - Market share – 48.3%
Demand Qualitative Analysis
Consumer Purchasing Process –
Engel, Kollat and Blackwells Template.
Motivation and recognition of Need.
- For the whole Family
- Offers Escapism
- Different experience to sun holidays
- Creates life time memories

Information Search
- Website
-Reviews and Blogs
- Friends and Family
 Evaluate Alternatives (Different Purchase Options)
-Other Theme Parks
- Other countries
- Other Type of Trip, e.g. Sun, Adventure holiday

Purchase Decision
- Online Purchase
- Travel agent purchase
- Phone call purchase

Outcome (Post Purchase Behaviour)

-Keep Advertising
- Keep the consumer from regretting their purchase decision
Demand Qualitative Analysis
Consumer Profile – America
Demographic
• Age: 30-50 Parents
• Gender: Male and female
• Income: Medium
Geographic
• Region: Global
Psychographics
• Social class - C2 – A
• Lifestyle – 9-5 weekday work , Family orientated weekends
• Behavioural
• Occasions – Once or twice in a lifetime
• Benefit – Experience, Memories , Escapism
• Brand Loyalty – Medium/High

Target Market – Families with Young Children

Demand Qualitative Analysis
Consumer Profile – Japan
Demographic
• Age: 30-50 Parents
• Gender: Male and female
• Income: Medium to High
Geographic
• Region: Japan
Psychographics
• Social class - C2 – A
• Lifestyle – 9-5 weekday work , Family orientated weekends
• Behavioural
• Occasions – Annually
• Benefit – Experience, Memories , Escapism
• Brand Loyalty – Medium/High

Target Market – The whole Family

 Internal Diagnosis (General Overview)
Disney Brand
• Founded in 1923 by Walt and Rob Disney
• One of the largest and best known studios in Hollywood
• Revenue: $45 billion in 2012
• 17th in the Forbes list of most valuable brands
SWOT in Japan
SWOT Analysis Disneyland Tokyo
Strengths
• The first Disneyland Park to be built outside the USA.
• Built by the Walt Disney Company and benefits from a strong brand
association.
• One of the worlds most visited theme parks.
• Offers an alternative to Disneyland for people living in Japan and
neighbouring countries.
• Currently has almost 15 million visitors each year

Weaknesses
• It is the only Disneyland which is not managed by the Walt Disney
company
• South East Asian Countries are quickly growing as tourist destinations.
SWOT in Japan
Opportunities
• Japans neighbouring countries have huge populations which are
potential customers
• Asian countries are becoming very popular tourist destinations

Threats
• Disneyland Hong Kong attracts the same target market.
• When compared to the original Disneyland it can fall short
• Japan is not as popular of a tourist destination for neighbouring
countries.
• Other resorts in neighbouring countries are growing in popularity
like Sentosa Island Singapore and Genting Highlands Malaysia
SWOT in America
SWOT Analysis Disneyworld Orlando
Strengths
• The most visited entertainment resort in the world.
• With 30,000 acres of land it is one of the largest resorts in the world.
• Different themes offer great variety, for example Hollywood studios,
Epcot, Magic Kingdom, and Animal kingdom
• Magic kingdom is the most visited resort in the world
• Benefit hugely from brand recognition.
Weaknesses
• The size of the park makes it extremely difficult for a visitor to see all of
the attractions
• It has a very diverse product portfolio with several different theme parks
and hotels, which makes centralized management and monitoring very
difficult
SWOT in America
Opportunities
• Disney brand is hugely recognisable which makes marketing campaigns
much easier
• Walt Disney Company have loads of experience in managing theme parks
and are hugely popular worldwide
• With so many people travelling abroad nowadays they can attract people
from all over the world
• Many promotion offers can help attract customers

Threats
• Huge operating costs
• Local competitors like Universal studios are becoming more popular
• Competitors are very experienced and will eat into market share if
Disneyworld fails to innovate constantly
 Strategic Decisions (USA)
•Psychographic
Segmenting •Demographic

•Families, includes adults and children

Targeting •Only families with young kids

•Differentiation
Positioning •Established and famous brand
•Competitive advantage
•Leader
Strategy •First Disneyworld resort established in
1971
•Disneyland California established in 1955
•Increase market share price
Sales Objectives •Maximize profits
 Strategic Decisions (Japan)

• Psychographic
Segmenting • Demographic

•Young girls, teenage girls, young women

Targeting •Children bring parents, girlfriends bring
boyfriends
•Differentiation
Positioning •Established and famous brand
•Competitive advantage
•Founded 1983
Strategy •Leader

•Increase market share price

Sales Objectives •Maximize profits
Marketing Mix...7P’s
Disneyworld Orlando Marketing Mix
Product Disney branded Entertainment complex, 24 themed resorts, 4
theme parks, two water parks, 5 golf courses
Price Ages 10+ 1 day ticket $95 Ages 3-9 1 day ticket $89
2 day ticket $92 per day 2 day ticket $86 per day
3 day ticket $87 per day 3 day ticket $81 per day
4 day ticket $69 per day 4 day ticket $65 per day
5 day ticket $57 per day 5 day ticket $54 per day

Place Located southwest of Orlando, Orlando international airport,

shuttle services

Promotion TV advertisement, holiday packages, us military deals, discount

hotel prices, internet
Process
People More than 66,000 employees
Physical Evidence Cinderella castle, rides and rollercoasters, characters, souvenir
shops, food shops, fun and friendly atmosphere.
 Disneyland Tokyo Marketing Mix
Product Brand of Disney, Theme park with 7 themed areas, Tokyo Disney sea

Price 18+ 12-17 4-11

1-Day Passport ¥6,200 ¥5,300 ¥4,100
2-Day Passport ¥10,700 ¥9,400 ¥7,400
3-Day Magic Passport ¥13,800 ¥12,300 ¥9,500
4-Day Magic Passport ¥16,000 ¥14,400 ¥11,200
Place Located next to JR Maihama Station, monorail service from Disney
hotels, Free shuttle buses for guests staying at the Ambassador
Hotel, overnight buses from many cities in Japan that stop at the
resort.
Promotion TV advertisement, internet, newspapers

Process

People Over 22,000 employees

Physical Cinderella castle, rides and rollercoasters, characters, souvenir

Environment shops, food shops, fun and friendly atmosphere.
 Marketing targets vs.
1 Communication targets
USA
• Primary Market: kids from 4 to
12 years-old
• Secondary Market: men and
women from 25 to 35 years-old
--> “Money Market”
• Both kids and adults affect
purchasing decision
JPN
• Communication target:
People might go Disney as
entertainment
(affordable, like Disney cartoon
culture, like to go theme park,
desire entertainment)
• Marketing target:
1. Family with kids
2. Women regarding Disney as a
dreamland (crazy in the
experience and the cuteness)
USA
1

Marketing Target:
Kids from 4 to 12 years old

Communication
Target:
Teenagers, Adults
“Families”
JAPAN
Marketing target:
Family & “Disneyholic” women

Communication target:
People interested in and affordable
for Disney entertainment
 Communication objectives
2 USA JPN

• “Live the dream” • Cognitive>perception: it’s already

• Everyone can have fun in Disney – famous
“not just for kids”
• “Disney values” • Affective>association: parents and
Association with the characters and children’s common memories ; kids’
stars connection with the cartoon ;
• Promote Playdom parents’ connection with their
• Disney is a very well-known brand, childhood/dream of the target of
so the focus is on the affective and the women
assossiative communication.
• Promotion of Goodwill and positive • Conative>persuasion
action
• Promote Disney as the main
provider of “magical entertainment”
not only for kids, but for people of
all ages.
3 Budgeting
USA

Annual financial report and shareholders letter, fical year of 2012

 Comparison of Visitors
Location Numbers of visitors % of visitors

HK 6,73 m 5.85%

Tokyo 27,5 m 23,91%

USA (Orlando) 57 m 49,56%

USA (California) 7,78 m 6,77%

Paris 16 m 13,91%
 2012 Expenses
• 2651 m. 70% 1,855,7 m
13.91%
23.91%
5.85%
Tokyo gets 443,770 m
6.77%
Orlando gets 919,68 m

49.56%

Tokyo USA Orlando USA California HK Paris

4 Communication-mix
USA
Target audience (Kids) Specific target (Family)

Traditional
media(TV,
60% 25%
magazine,
outdoors)

Other
tools(apps,
0% 15%
email, social
website)
Communication-mix
JAPAN
Target audience (Family and
Specific target (Public)
Ladies)

Traditional
media(TV,
35% 30%
magazine,
outdoors)

Other
tools(apps,
20% 15%
email, social
website)
 Creative strategy
5.1
USA
• Problem: Increase loyalty and preference compared to other attractions and destinations
• Target audience: Kids + adults -> families
• Consumers insight: Entertaining experiences and characters linkage for kids / Their parentes and
Young adults: memories
• The brand imperatives: cultural consistency “american”, long history of Disney cartoon; complete
and high quality service; atmosphere and environment strongly connected to the theme
• Communication objectives: relate to the brand image, remember it.
• USP selling idea: Dreams come true.
• Support: visitors feedbakcs
• Creative direction: magicall, dreamfull,
• Media imperatives: every time, everywhere
 Creative strategy
5.1
JAPAN

• Problem solved: remind of the memories about Disney/increase the dream image and
the affection/recall previous memories and inspire past visitors to visit again
• Target audience: family/women/previous visitors
• Consumer insights: memories/dream or imagination/past experiences
• Brand imperatives: long history of Disney cartoon; complete and high quality service;
atmosphere and environment strongly connected to the theme
• Communication objectives: extend the imagine/remind of previous experiences
• USP/selling idea: dream land
• Support: the reaction of visitors(survey. revenue)
• Creative direction: where dreams come true(the slogan)
• Media imperatives: every time, everywhere
5.2
Copy strategy
USA JAPAN

• Affective • Only affective part

• Community of loyal
customers -> fans
• Sinergy
• Slogan: “Where dreams
come true”
• Star strategy Always
presente: fictional and non
fictional
• Heart strategy:
stars> Disney characters
Brand personality> clean,
cute, dreamful, service
• Slogan: where dreams
come true
6 Media planning / traditional media
USA JAPAN

• Media Networks: Disney Chanel, • Traditional media:

ABC and ESPM • TV commercial
• Television • magazine ads
• Magazins • outdoors(mostly in public
• Direct e-mail and sales transportations)
promotion
 Other tools & IMC planning
7
USA JAPAN
• On the internet: youtube • New media:
channel , twitter and facebook  mobile apps
(45 million likes)  emails(for hotels)
• Apps  social community (website,
• Webisodes on Disney Online blog, facebook, twitter,
youtube mixi )
8 Control and effectiveness measures
USA JAPAN
• Distribute surveys for all registred • Annual revenue
members of the Disney Online • Annual number of visitor
website and Disney Interactive • Change in percentage of different
Media Group classification of visitor
• Turnover rate of visitor
• Monitor feedback in all social
media networks, diney.com and
blogs
New Campaign
• Mind Map of ideas for New campaign
1st Idea
- Campaign for
Tradition America to
Memories target the whole
family rather
than just the
kids

2nd Idea New

- Campaign for Campaign
Tokyo , heighten Family
the current
campaign on Opportunity
family and creating Cost
memories
Final Idea
New Campaign
• Tokyo Disneyland totally reliant on Japanese
visitors

• 96% of visitors come from Japan

• 25.8million visitors per year

• 84% aged 39 and under

• By 2055 40 % of Japans population will be over

60
 Marketing Targets vs.
1 Communication Targets
Marketing Targets vs. Communication Targets
Marketing Target • Europeans
• All ages

Communication Target • People Interested in experiencing a

different culture
• Visiting Tokyo / Japan as well as Disney
Land
Communication Objectives
• To attract Europeans to visit Tokyo Disneyland

• Making Tokyo more accessible for Europeans

• To raise awareness of Japanese culture

• To show the advantages for children who experience

different cultures at a young age
Communication objectives (ctd.)

Affective- Portray Disneyland and Tokyo as a

magical place

Perception-Persuade Europeans to visit Tokyo

Offer customers the chance to experience

Disneyland as well as a new culture
 Budgeting
2012 2014
464.12 m
443.70 m

13.91 5.85% 13.91

5.85%
% % 25.00
23.91
% %
6.77% 6.77%

49.56 49.56
% %

Tokyo USA Orlando USA California Tokyo USA Orlando USA California

HK Paris HK Paris
Communication Mix
Target audience (European
Specific target (Family)
market)

Traditional
media(TV,
30% 20%
magazine,
outdoors)

Other
tools(apps,
15% 45%
email, social
website)
Creative Strategy
• Problem: 96% of the Tokyo Disneys visitors are Japanese – attract foreign visitors
(mainly from Europe)
• Target audience: European tourists
• Consumers insight: Entertainment and japanese experience
• The brand imperatives: Different cultural experience + aditional touristic spot
• Communication objectives: See Tokyo Disney as na attractive option for na
international holliday
• USP selling idea: See Tokyo Disney as a must see in Japan
• Support:change of the composition of visitors
• Creative direction: get to know Japan with Mickey
• Media imperatives: touristic field
Copy Strategy
• Rational approach
• European tourists enjoying Japanese culture
• Combine the Japanese tradition to Disney
• Get To Know Japan With Mickey (mouse)
Media Planning/Traditional
Media
Traditional media:
• TV commercials in Europe
• Magazines
• Outdoors
 Other tools & IMC
New Media;
Planning
• Marketing on airline sites
• Emails
• Emphasis on Internet marketing via social
media
 Control and Effectiveness
Measure
• Guest Statistics
- Japanese vs. European Visitors
• Feedback from customers
• Sales Figures
 Conclusion
• Was Disneyland successful in adapting to
different cultures?
• Nearly 14 million visitors in Tokyo per year
• Over 50 million visitors per year in Orlando
• New campaign will help attract more
European visitors to Tokyo
Thank you
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