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DisneyLand Paris

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Katherine C

on 30 May 2013

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Transcript of DisneyLand Paris

amusement park containing roller coasters, restaurant establishments, and hotels FAIL Product Development:
idea was first generated in 1975
an extension of the DisneyLand theme parks
expansion of the company onto an international level
emulated the target markets of those in the USA
no adaptation to the European lifestyle
opened to the public on April 12, 1992 Positioning Benefits:
provides consumers with an exciting, fun-filled experience
interactive shows and performances
a great family experience and atmosphere Target:
strong focus on what will appeal to children Target Market Age:
4-12 years old
gatekeepers (parents of children) Gender:
both males and females Family Life Cycle:
early childhood stages Income Levels:
not able to earn incomes
reliant on parents for financial support Ethnicity & Culture:
all Europeans Psychographics:
enjoy theme parks and the Disney experience Geographics
western-Europeans Slogans:
"Where dreams come true"
"The happiest place on earth" Supporting an Existing Brand:
DisneyLand Paris is an extension of the Walt Disney theme park chains
Disney’s attempt to expand and reach the international markets
used the strong brand name of the existing DisneyLands to help promote the theme park in a new location Brand: Disneyland Paris (formerly EuroDisney) Prices:
1 Day Ticket for 1 Park:
$71 USD (Child: Aged 3-11)
$79 USD (Adult) Form:
an amusement park filled with roller coasters, restaurants, theaters, and hotels
themed by many of the disney characters and movies
an array of different colours Utility Brand Strategy Information:
able to receive information from their website 24/7
always available
flyers and park layout available online Possession
able to purchase tickets and book hotels at any time Service:
ticket purchases and hotel bookings are available 24/7 through their website Popular Not Popular Low Price High Price Phantasialand Europa-Park Efteling DisneyLand Paris Thorpe Park Alton Towers PortAdventura Gardaland Product Mapping Market Opportunity Analysis (MOA): Overall Market:
amusement parks
entertainment complexes Indirect Competition:
casinos, nightclubs Direct Competitors:
Europa-Park (Germany)
Alton Towers (UK)
Efteling (Ned)
PortAventura (Spain) Gardaland (Italy)
Phantasialand (Germany)
Thorpe Park (UK)
Heide Park (Germany) Long-Term:
operating for 21 years Packaging Brand Identification:
colour and eye-catching souvenirs, paraphernalia, and symbols
distinctive Disney characters and logos Promotion:
take-home souvenirs
advertisements on TV, the internet, and billboards Placement/Distribution Location: (Solarius)
20 miles east of Paris, France (approx. 35 mins)
Marne-la-Vallée, France
built on flat, agricultural land
central location within western Europe
4 hour drive for around 68 million people
2 hour flight for around 300 million people Layout of the Park Promotion Objectives:
to increase brand recognition
to attract more consumers

Media: Billboards, Internet, TV
Full transcript