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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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