Hong Kong Disneyland
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Hong Kong Disneyland
Disneyland Product strategy
The Disneyland strategy’s product mix and strategy are explained as follows: Disneyland is parks based on the Disney characters that are famous and popular in the world (Yao, 2017). The place covers a large area of land, and it is comprised of two theme parks, namely Walt Disney Studios Park and Disneyland Park, surrounded by Disney hotels and restaurants, and a shopping district Disney village. This has been part of its marketing mix product portfolio. There are many amusement parks worldwide, but Disneyland is one of a kind that offers many kinds of services and themes its carriers. They operate in a highly competitive market, and their services are made to be highly heterogeneous. The main aim is to recreate the magic Disney characters since one can find the Disney characters alive. They have also engaged in special events such as Christmas and Halloween.
Hong Kong Disneyland’s products depend on the four main street USA, Tomorrowland, Fantasyland, and Adventure land. Apart from hotels and restaurants, they also provide an entertainment experience where it helps the customer care service deliver their services and achieve customer care satisfaction with experience in the amusement park. This will bring the company long-term profitability. Walt Disneyland is the place where they place their efforts on entertainment and food specific to Hong Kong. They have managed to deliver diverse products in the following categorization. They have media networks where they show their products like the radio and television programs; they have parks and resorts, studio entertainment, consumer products, and interactive media.
Disneyland price/pricing strategy
Disneyland is one of the luxury entertainments as they have positioned themselves, and they are involved in various speculations of wonky pricing. They have different Park Hopper tickets and 1 Day 1 Park ticket, and the first one is the most economical (Mohammed, 2005). The children below 3 years of age are left out in the cost as they benefit from free costs, and the pricing has been divided into groups of 3-11 years old and 12 years plus age are categorized among the adult population. They claim that they are highly competitive in the prices, but they charge more than each of them. They offer winter packages pricing on Park and Hotel as well as restaurants. They are segmented as follows high segments, regular, super value, moderate, and value. They have different offers like the New Year’s Eve and Christmas meals, which have different prices for children and adults. They have discounts on accommodation, and they come with a different bundle of deals and special rates for annual pass holders.
Disneyland Promotion and Advertising Strategy
Disneyland is a global name that has positive words from happy clients. They use television, face-to-face communications, and radio for their promotions (Gillan, 2014). They mainly focus on children and their children, which has been seen as brilliant ideas and a smart move. Disneyland has partnered with tour operators and airlines, among others, to offer free tickets to children under the age of 12 years in case they are booking for Disneyland. They have their promotions running throughout the year, and the Disney groups organize shows, contests, and events to promote the Disneyland theme parks.
This is marketing communications, where it is the process of giving persuasive information to the target audience. Sales and marketing communications are the tools employed by the company to advise, converse, and continue to be consumers even with the change of information on brands, services, and products. Marketing has paid a lot of attention to experts and scholars on the procedures to utilize marketing communications, meet customer’s needs, track customers’ needs, and assist in marketing strategy execution and formulation. There are two-way marketing communications based on the interactive relationship between the consumers and marketers that can further keep and improve on maintaining a healthy and close relationship. The relationship between the consumers and marketers helps develop, identify, and keep the romance, which benefits the consumers and marketers.
The marketing communications mix helps companies achieve marketing and advertising goals, which involve sales promotion, personal offering, immediate marketing, and advertising. This strategy involves general public relations, sales promotion, advertising, sponsorships, personal selling, immediate marketing, and occasions. There are common marketing and sales communication tools and programs that are utilized in Disneyland that includes: a sampling of email, television set advertising, catalogs, retail showrooms, sales teams, print out advertising, and word of mouth.
In designing the marketing communications strategies, Disneyland will consider marking the marketplaces where the characteristics and need can be transmitted in a proper announcement that focuses on the market through marketing and sales communication channels. The examples can include the celebration of Disney Princess academy, which promotes the Disney princess collection.
Gillan, J. (2014). Television brandcasting: The return of the content-promotion hybrid. Routledge.
Mohammed, R. (2005). The art of pricing. New York: Crown Business.
References
Yao, J. (2017, October). Research on marketing strategy: case study of Disneyland. In Second International Conference On Economic and Business Management (FEBM 2017). Atlantis Press.