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the dream team
executive vice president
Patrick Schwaner
chief financial officer
Sierra Geiger
chief marketing officer
Wendy Hastings
walt’s vision
Walt Disney World is a tribute to the
philosophy and life of Walter Elias
Disney and to the talents, the dedication
and the loyalty of the entire Disney
organization that made Walt Disney’s organization that made Walt Disney’s
dream come true. May Walt Disney
World bring joy and inspiration and new
knowledge to all who come to this
happy place.. a Magic Kingdom where
the young at heart of all ages can laugh
and play and learn – together.
industry analysis
8.7
8
10
% In
crea
se
Signs of an Improving Economy
1.8 1.92.5
4.4
1.4
0
2
4
6
Consumer Spending International Arrivals Domestic Travel Rates
% In
crea
se
Axis T itle
2010 2011
2011 or l ando area t h eme park marke t
shares
7.84%
71.49%
20.67%
Walt Disney World Universal Resorts SeaWorld
strengths
� Recognizable name and character base
� Consistent success in advertising and marketing
� Unparalleled innovation
� Variety
� Appeal to consumers of all ages, races, and genders
weaknesses
� Entertainment production costs are high
� High employee turnover
� Some consumers who live far away may assume the cost
of a visit is too high
� So much to do, not enough time
� Difficult for centralized management to monitor all
operations
opportunities
� Renovations/Improvements
� Thousands of acres of undeveloped land
� New pricing, promotional opportunities
� Increased focus on diversified marketing
threats
� Recession has led to less consumer spending and travel
� Market growth has been slow because of the recession
� Increased labor costs
� Increased operating expenses
� Increased completion from Universal Studios
marketing strategy
Objective
With Disney as the new owner of
LucasFilms, we hope to expand
our promotional efforts to reach our promotional efforts to reach
the fans of the Star Wars Saga.
This opens up several segments
of the new target market, ranging
from the very young to young at
heart.
If you can dream it, you can do it.
--Walt Disney
positioning
statement
We are in a very unique position,
being recognized as the leader in
the hospitality industry because of
our record of being #1 in guest
service around the world. Our
biggest target market includes our
little “princes” and “princesses.” No
one has been able to match this
brand of “magic.”
All of our dreams can come true if we have the courage to
pursue them.
--Walt Disney
� pricing
more ranges of package options to fit different sizes and types of families
marketing implementation
� advertising
• Television – primary media
• Radioand types of families
Not all families have 2 adults, 1 child 3 years or younger and 1 child 3-9 years of age
• Social media
• Internet banner ads
Laughter is timeless, imagination has no age, and dreams are forever. ---Walt Disney
� sales promotion
Special discounted themed packages for each
marketing implementation
� distribution
Mailed directly to the guest’s home a month prior to the expected arrival date unless
themed packages for each of the parks with additions
• Vouchers or coupons
• Fastpasses
expected arrival date unless the guest requests to have them waiting at their resort of choice based on reservations
Adults are only kids grown up, anyway.
---Walt Disney
� who
Marketing department will be divided
into teams, each assigned to focus
marketing implementation
� when
Fantasyland expansion – now through
at least fall 2014 totaling 6 months after into teams, each assigned to focus
on a different park. Teams will
periodically meet together to share
ideas and feedback.
It’s kind of fun to do the impossible. ---Walt Disney
at least fall 2014 totaling 6 months after
opening to keep the promotions fresh in
mind
Star Wars Land – 6 months prior to
opening through 6 months after opening
Avatar Land – same as with Star Wars,
beginning 6 months prior to opening
financial analysis
“Disneyland is a work of love. We
didn’t go into Disneyland just with
the idea of making money” –Walt
Disney-Disney-
financial analysis
• Disney Parks expansion even
through the recent recession
• Network generated revenue • Network generated revenue
(ESPN, Disney Channel Etc.)
46% of Revenue ($20 Billion)
• Parks generate second largest
revenue ( Magic Kingdom 31%
alone with 17.54 million
visitors)
“You're dead if you aim only for kids.
Adults are only kids grown up, anyway.”
–Walt Disney-
financial analysis
� $4 Billion to acquire rights to
the George Lucas Film
� $200 million to build Star Wars –Walt Disney-
� $200 million to build Star Wars
Land
� $500 Million to construct Avatar
Land
� Both attracting diehard older
fans bolstering Disney Revenue
by up to 31%.
“I only hope that we don't lose sight of
one thing - that it was all started by a
mouse.”
contingency plan
� Broadcasting Companies
� Surveys
mouse.”
--Walt Disney� Attendance and Special
deals for return customers