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Transcript of Disneyland
The 4 P's
Walt Disney began
Walt Disney began planning Disneyland during the late 1940s
Disneyland opened on July 18, 1955
Promotions run throughout
Single-Unmarried (example: college students)
Married with children
Diversification of company --> no centralized leader or organized management
Disney School of Management and Training
As technological innovations increase, it will be harder to protect intellectual property
Specialty promotions for Seniors
"More for the Money"
Rising inflation rates lead to higher costs --> ultimately higher admission prices
Expansion of Universal Studios Theme Parks ex: Harry Potter
California state regulations -- changes in taxes, wages, and environmental standards
Lagging US economy
Overdependence on Calif. resident market ex: accounts for 75% of revenue
limited land space to build new hotels and rides
Strong brand recognition ex: ranked 9th in top 100 brand names
Strong financial background
cost of R&D
Global Localization: think global, act local
Invest in green marketing
Popularity of superhero franchises --> acquisition of Marvel
Disneyland going green
Climate and energy
switch to natural gas and usage of recycled cooking oil
Stays on the cutting-edge of tech
Five-year Development cycle for rides and attractions
Technology + Safety
Audio Device for guests with Visual Disabilities
Reductions in spending
Manmade Rides and Attractions
Services for everyone
Yet, Disneyland continues to increase its attendance from 2008 to 2010
Disneyland is the second largest amusement parks worldwide in terms of annual attendance
Disneyland is located at Aneheim California, Orange County
Part of Los Angeles Metropolitan Area
Disneyland is accessible through:
Travel Agents Network
Use of Medias
Mission Statement: To be one of the world's leading producers and providers of entertainment and information
Immediate competitors in the Southern California Region, which also target children and families
For adult one-day admission ticket
$125 for just a one-day park hopper pass
Disneyland is 24% higher than the second most expensive admission cost.
Universal Studios Hollywood offers a “Buy a Day, Get 2012 Free” pass for a price of $80.
LegoLand’s tickets, $95
SeaWorld San Diego’s, $73
Knott’s Berry Farm,$58
Disney has an exceptionally strong brand in the theme park industry and nearly unparalleled.
LegoLand - customer demographic is not as widespread as Disney
Universal Studios are progressively making strides in taking back some of the market share
Wizarding World of Harry Potter, in June 2010, at their Orlando, Florida location
Premium pricing strategy
Discount pricing approach
"the more you play, the less you pay"
Disneyland's 50th Anniversary
Mickey's Soundsational Parade
World of Color
The Disney Cast Member Promise:
1. I project a positive image and energy.
2. I am courteous and respectful to all Guests, including children
3. I stay in character and play the part.
4. I go above and beyond.