Disney Powerpoint
Transcript: Group: Four You Company Information Timeline Disneyland's Expansion Walt Disney World Tokyo DisneySea Florida, United States Tokyo Disneyland Disneyland Anaheim, California, United States 2001 1971 1983 1955 Disneyland Paris 1992 Disneyland Shanghai Hong Kong Disneyland 2005 2016 Purpose Share dreams Create a magical immersive experience Purpose South Korea Country Analysis South Korea Country Analysis Remarkable Economic Growth Business Environment Ranking Regulatory and Legal Framework Industry Analysis Industry Analysis Amusement Park not only plays an important role in the wider entertainment industry, but is also a major tourist attraction Amusement Park Ride Type Age Analysis Theme park attractions, exemplified by Disney, combine mechanical and water rides with immersive, themed environments and storytelling. Revenue Source Theme parks are realising that serving regional delicacies and healthier components together can increase revenue. Competitors Analysis Competitors Lotte World Everland Seoul Land Map View Comparison Lotte World Location: Songpa-gu district, Seoul; Average Ticket Price for Adults: KRW 59,000; Indoor and Outdoor spaces. Everland Location: Yongin; Average Ticket Price for Adults: KRW 57,000 (different prices per season); Largest amusement park in South Korea; Famous attraction: Panda World. Seoul Land Location: Gwacheon; Average Ticket Price for Adults: KRW 52,000; First amusement theme park to open in South Korea; Original Characters. Locations 3P Price & Place 1. Unique Experience 2. Themed merchandise and restaurants Disney Characters Fun Facilities Night Shows 1 2 Single-day ticket 70,000 won Place: Incheon with online services Start at 15,000 won Merchandise Photo booth 4,000 won for 2 photos Themed Restaurant Themed Merchandise Fun Snacks Disney-themed frames rapid growth modern infrastructure great business environment 3. Korea only services Pop-up stores Photo booths Donald Duck-themed pop-up store favorable geographic location limited-edition merchandise latest Disney releases Disney-themed frames Costume experience Target Market Target Market & Reason Korean Middle Class Income People Seoul / Incheon The primary target market is young adults from high middle-class to upper-class income brackets, reflecting established entertainment habits and a propensity for spending on leisure activities Reasons Reasons Psychographic Segmentation Demographic Segmentation Geographic Advantage Income Bracket Appeal to Young Adults Immersive Experiences and Visual Appeal Nostalgia and Emotional Connection New Experiences and Movie Franchises High Repeat Visit Potential SWOT Analysis Seasonal impact Cultural differences Accessibility issues High operating costs Local competition Demand for new experiences Tourism growth Increasing VR activities Culturally relevant attractions Tourism partnerships Natural disasters Rising competition Bureaucratic hurdles Political tensions Economic downturns Diverse options Brand awareness Advanced technology High revenue from F&B & merch Operational experience Joint Venture with Shinsegae Entry Strategy Why alliance: local knowlege worked in Tokyo (less barriers to entry) stronger than FDI (keep company image & control) Why Shinsegae: Common competitor (Lotte) Chaebol power & ties with Samsung ... Step into your dreams ... Core Message/ Slogan Core Message/ Slogan Reasons: 1) Disney World's Original & Upgraded slogans why 2) Target Audience Four Marketing Objectives Marketing Objectives 30% increase brand awererness on SNS offline: 25/30% online: 20% 1) Social Media Engagement 2) Increased Ticket Sells 3) Increased Merchandise Sells 4) Increased Market Share 5% Market share 5.5 million tickets sold fast track: 10% increase Strategies and Tactics for each product life cycle Strategies Disneyland Previews winners' information and pictures Kakao Talk and SNS tickets and limited-edition merchandise. Strategy 1 Tactic 2: Collaboration with HYBE Tactic 1: Special Events and Online Lucky Draws Partner with HYBE OST Concert Tactic 3: Vlogs to Guide Visitors highlight different attractions Interactive elements Introduction Stage Strategy To increase brand awareness through events. Growth Stage Strategy To increase extra spending through merchandise and food sales Strategy 2 Tactic 1: Partenship with Netflix's Korean Reality Show "Single Inferno" Tactic 2: Restaurant -Merchandise Discount 10% discount Tactic 3: Exclusive Merchandise Access to consumers that purchase over a certain value. Tactic 1 Photobooth with ambassador Maturity stage strategy Differentiate Disney Korea, attract international youth, and boost revenue with exclusive Korean-themed trends. Strategy 3 Tactic 2 Limited-time pop-up store Tactic 3 VR adventure