Arrowhead Marketing Goes Disney

Brand Licensing

"A Bugs Life" is just one of many movies Disney uses to provide relevant and popular attractions. It protects the Disney name so that competitors cannot use it for themselves.

Four purposes of promotion

Inform, Persuade, Remind, Engage

Retail Displays

_______________________ ______________________ and visual merchandising (sales promotion) are and will always be essential in driving attention and conversions in brick-and-mortar retail.

yen

the official currency at DisneySea (Japan)?

Product Line

A _____________________ is a group of related products all marketed under a single brand name that is sold by the same company . Snacks at the Magic Kingdom is just one of many ways that attract guests to the theme park and increase revenue for the park.

Product Line

A group of related products all marketed under a single brand name that is sold by the same company . Snacks at the Magic Kingdom is just one of many ways that attract guests to the theme park and increase revenue for the park.

Grand Opening or Re-Opening

A social event that is intended to introduce the community to a new business. It can include a party, refreshments or special pricing (hint: One Republic Epcot)

Demographically

As you took the virtual "walk through tour" of the Magic Kingdom in Florida, the first few minutes you could see most of the people at the park were young families, kids ages 4-16, variety of ethnic backgrounds, and some grandparents. This is an example of describing their target audience ______________________________________.

sales promotion

Coupons, flyers, product sampling, and visual displays are all examples

needs and wants

Determining the ______ and ________ of your audience (target market) is very important to the success of your business. Once you have determined those the next stop is to satisfy the customer _____ and _____. At first were the french people were NOT open to idea of the new Euro Disneyland park.

negative publicity

Disney received alot of news from the European media (newspapers, television, radio, word of mouth) spreading negative news about the opening of Euro Disneyland this is called _________ _________.

Publicity

Disney received alot of news from the European media (newspapers, television, radio, word of mouth) spreading negative news about the opening of Euro Disneyland. Form of negative promotion this demonstrates.

Personal Selling

Disney uses its cast members in a variety of ways including using them in the actual stores (like in stores in the middle of Star Wars Galaxy's edge market place) to promote the products.

"Something For Everyone"

Disneyland's marketing strategies centered around this goal to market towards all ages.

Chinese

Hong Kong Disney attempted to avoid problems of cultural backlash by incorporating _____________________ culture, customs, and traditions when designing and building the resort.

2nd

In 2018, the Disneyland park in Anaheim had approximately 18.6 million visits, making it the _____________________most visited amusement park in the world that year,

Transit Advertising

In Hong Kong you see a alot of advertising on busses and trains that promote Hong Kong Disneyland.

Disney's California Adventure

Initially projected high attendance rates at the new park; however, a series of preview openings held in January 2001 led to NEGATIVE reviews, and after the park officially opened to the public on February 8, 2001, the company's attendance projections were NEVER met.

FedEx

Many amusement parks are teaming up with major brands when updating or making new attractions. Space Mountain at Disneyland in Anaheim, CA isn't an exception to this. This was the major sponsor helped finance this ride along with gaining exposre to their brand.

engaged

One of the most important goals of marketing is to get your customers engaged with your brand or company. DisneySea ilke all the park's product/service is to make the customer have a personal connection or experience with the rides and attractions.

Tiered Pricing

Price strategy: The high end of pricing during peak times can cost you $160 per ticket, during off peak times the cost per ticket could go as low as $110 per ticket.

Marketing Mix

Product, Price, Place, Promotion, People

Space Mountain

Ride at Disneyland Paris added that "saved" the park from closing down.

B2B Retail Marketing

The process by which retailers promote awareness and interest of their goods and services promoting to other businesses.

re-branding

The process of changing the corporate image of an organisation. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand (hint Epcot)

California Adventure

Themed after the history and culture of California which celebrates the fun and adventure of the state through the use of various Disney, Pixar and Marvel properties.

amenities

Those little extras that make a customer's stay much more enjoyable. Examples include pool, free parking, airport transportation, and on-site restaurant.

marvel

Tie-In Example with Disney. Tie-ins are a promotional tactic that allows two products or brands to leverage each other's brand equity in order to gain attention, create in-store awareness, build sales, and penetrate new markets.

Institutional

Type of promotion of the organisation as a whole- its ethics, values, goodwill, its sense of social responsibility, in an effort to improve the brand recognition and increase its public relationship appeal (example:Disney Hosting a Charity Event).

Place (distribution) example

Vending machines Links to an external site are used as another option for customers to purchase products. Tokyo Disneyland puts up vending machines in airports, train stations, and along walkways for guests to purchase not only food but Disney products like key chains and stuffed animals. Which element of the marketing mix does this demonstrate?

Oswald

Walt Disney first created the character named _______________________the lucky rabbit while working for another company. When Walt left to form Disney he had to create a new character now named Mickey Mouse.

Added new rides and attractions

What did Disney do once it knew California Adventure attendance was poor shortly after it opened?

Publicity

YouTube channels have become an excellent source of promotion and this for a variety of businesses including Disney. ReviewTyme is just one of many YouTube channels that provides information for people.

visual merchandising

is one example of sales promotion. In late 2019, Mickey's of Hollywood store opened in Hollywood Studios which included the store layout and the displays (window displays included). The store must appeal to the customer with products displayed in a way that entices customers to make purchases (merchandising)