Disneyland Paris Marketing Plan Netherlands Concept

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BY DISNEY
MARKETINGPLAN
Netherlands
2014
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BY DISNEY
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BY DISNEY
PERSONAL
STORIES
INNOVATE
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ANALYSIS
BY DISNEY
2012
DUTCH GUESTS
450.000
DUTCH VISITS
960.000
APPRECIATION
8.4
PERC. of TOTAL
6%
EXTERNAL
65% DISNEY FAMILIES
HARMFUL
• Excellent Product
• High Brand Recognition
• Other Disney products enhance
Disneyland
• Strong A-Brand Partners
• Indefinite Discount Policy harms
Value of Brand
• Pan-European marketing shuts outs
segments of market
• Increased focus on quality of life
• Economic value for France
• People are always online
• Economic Crisis still continuing
• Geographic Distance
• Ageing population
SWOT DUTCH MARKET
INTERNAL
HELPFUL
35% DISNEY COUPLES
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.
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OUR
GOALS
BY DISNEY
€
CUSTOMER
EXPERIENCE
REVENUE
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.
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.
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.
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PERSONAL
BY DISNEY
COMMUNITY
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
www.disney.nl and www.disneylandparijs.nl.
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:
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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).
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BY DISNEY
ACT LOCAL
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.
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STORIES
BY DISNEY
PUBLIC RELATIONS
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.
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Some Specific Ideas:
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Below is a list of PR moments and opportunities:
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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
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.
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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.
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INNOVATE
BY DISNEY
SENSE OF URGENCY
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:
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De Disneyland Paris Marathon
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Performance of a (Dutch) artist
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Extreme Fireworks week
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International food & wine Festival
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The Dutch week
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The Star Wars Conference
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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 50.000 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.
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BY DISNEY
HELLO, DOES ANYONE NOTICE ME?
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.
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PLANNING
BY DISNEY
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BUDGET
BY DISNEY
BUDGET€ 000.000
EXPENSES
Project X
Project Y
Project Z
Project AB
TOTAL EXPENSES
€
€
€
€
000.000
000.000
000.000
000.000
€ 000.000
SUM€ 000.000
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.
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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
NG GAME
014
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BY DISNEY
and moving their pawn around the
goal is to be the first to arrive at
n statement of Disney or Disneyland
he mission statement or makes a
16 go to 27
other room and make up a story
signments of 6, 27, 39 or 53.
yourself none of the other players
of the players before you
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BY DISNEY
‘If you can dream it,
you can do it.’