2. Research Question
Is Disneyland successful in
adapting to different
cultures ?
How can Disney Land improve its campaign in Tokyo
to reach a broader target Audience of European
tourists?
3. Contents
• Introduction
• External Diagnoses
• Internal Diagnoses
• Strategic and Operational Decisions
• Promotion and communication plan
• The new campaign
• Conclusion
4. Introduction
• We will be analyzing Disneyworld Orlando and Disneyland
Tokyo Campaigns.
• Disneyworld Orlando is focused on young children
• Disneyland Tokyo focuses more on all ages/the whole family
• The advertising campaigns change to adapt to their target
audience
• We will present a new campaign for Disneyland Tokyo at the
end of the presentation
5. External Diagnosis (Opportunities and Threats)
MACRO Environment
PESTEL For Disney Land Tokyo
Political
• Japans prime ministers fiscal stimulus = 3 consecutive quarters of growth
(Lee, D, 2013) Strength
• Japan seeks Thailand’s help to promote two-way Tourism.( Tourism of Authority
of Thailand Newsroom 2013) Strength
Economical
•Japanese economy bouncing back faster than U.S and Europe (Lee, D 2013)
Strength
•Japan wins bid to host 2020 Olympic games in Tokyo and hopes for tourism
boost (Reporter, T., 2013) Strength
Socio-Cultural
•Japan have own icon equivalent to Walt Disney , Hayao Miyazaki (Dinh, M, L.,
2013) Weakness
•Disney to produce cartoons ‘made in Japan’ to suite local market resulting in
market expansion ( The economic times 2008) Strength
6. MACRO Environment
PESTEL For Disney Land Tokyo
Technological
• Early adapters of internet, double Smartphone aps of a U.S user (Joan News
2011) Strength
• 10% Japanese companies have dedicated ap compared with 19% of U.S
companies (Joan News 2011) Weakness
Legal
• Law concerning the rational use of energy prompts Disneyland Tokyo to invest
in a range of energy efficient facilities and equipment. (OLC Group 2013) Both
• Japan has strict employment laws, focusing on the well being and equality of
employees. (Okunuki H 2013) Both
Environmental
• Tokyo Climate- Hot and Humid Summer, Mild winter with cool Spells. (World
weather online 2013) Strength
• Tokyo has extensive network of canals allowing it to compete with japans
other major cities, i.e. Residential areas and additional port facilities. (Tokyo
2013) Strength
7. External Diagnosis (Opportunities and Threats)
MACRO Environment
PESTEL For Disney Land Florida
Political
•Decline of Trade/Labour unions in the US (Stone, W 2011) Both
•Obama Concentrates on legislation to reduce long term deficits, overall
immigration system and passage a farm bill. (Roberts, D et al 2013) Strength
Economical
•Struggling to make recovery after financial Crisis. (EW World Economy
Team 2013) Weakness
•Unemployment rate expected to Lower Domm, P (2013) Both
Socio-Cultural
•Consumer confidence at an all time low in America. (EW World Economy
Team 2013) Weakness
•25-54 years: 40.6% (male 63,713,761/female 63,556,345, Highest
percentage of population are in consumer age (Index Mundi 2013)
Strength
8. MACRO Environment
PESTEL For Disney Land Florida
Technological
•Internet Usage has dramatically increased and keeps rising (Downey, A 2012)
Strength
Legal
•New Legislation on Farm Bills (Roberts, D et al 2013) Strength
•The affordable care act, provides affordable health insurance , ensures
citizens get care they need and preventive services to stay healthy (The
White House 2013) Strength
Environmental
•US Government focuses on legislation to provide farm bills, therefore
increasing farm production and prices. (Roberts, D et al 2013)
9. Offer...
Competitors
Global Competitors of Disney Land
Indirect and on a broader Scale
•Package Holiday Companies
•Ice Lolly
•Thomson
•Thomas Cook
•Teletext
•First Choice etc
10. Offer...
Competitors
Competitors of Disney Land Japan
•Fuji Q Highland
•Huis ten Bosch
•Hakkeijima
•Space world
•Edo Wonderland
•Spain Mura
•Nagishima Resort
•Spa Resort Hawaiians
•Toei Eigamura
•Nikko Edomura
Ref – (Japan-Guide.com2013)
11. Offer...
Competitors
Competitors of Disney Land America
•Ceder Point
•Knoebels
•Schlitterbahn Water Park
•Universals islands of Adventure
•Six Flags Magic Mountain
•Kings Island
•Dells Water Parks (Noah’s Ark Water Park)
•Hershey Park
•Knotts Berry Park
Ref – (Travel Channel, Family 2013)
12. Distribution
Tokyo Disney Land
• Industry: Theme Park and Resort
• Founded: April 15, 1983
• Headquarters: Chiba Prefecture, Tokyo, Japan
• Properties: Tokyo Disneyland Park, Tokyo Disney Sea
Figures
Guest statistics – 2006 – 25, 816 000, 2009- 25, 818 000, 2012 –
27 503 000
Market Size – 585.0 Billion Yen
Ref – (OLC Group 2013)
13. Distribution
Orlando Disney Land
• Industry: Theme Park and Resort
• Founded:1971
• Properties: Golf Resort, Epcot Centre, MGM
Studies, Typhoon Lagoon, Animal Kingdom
and All stars Movies Resort.
Figures
Employees – 66000 cast members
Guest statistics – 52.5 Million Annually
Ref – Walt Disney World News (2013)
15. Demand Qualitative Analysis
Motivation and recognition of Need.
- For the whole Family
- Offers Escapism
- Different experience to sun holidays
- Creates life time memories
Information Search
- Website
-Reviews and Blogs
- Friends and Family
Consumer Purchasing Process –
Engel, Kollat and Blackwells Template.
16. Evaluate Alternatives (Different Purchase Options)
-Other Theme Parks
- Other countries
- Other Type of Trip, e.g. Sun, Adventure holiday
Purchase Decision
- Online Purchase
- Travel agent purchase
- Phone call purchase
Outcome (Post Purchase Behaviour)
-Keep Advertising
- Keep the consumer from regretting their purchase decision
17. Consumer Profile – America
Demographic
• Age: 30-50 Parents
• Gender: Male and female
• Income: Medium
Geographic
• Region: Global
Psychographics
• Social class - C2 – A
• Lifestyle – 9-5 weekday work , Family orientated weekends
• Behavioural
• Occasions – Once or twice in a lifetime
• Benefit – Experience, Memories , Escapism
• Brand Loyalty – Medium/High
Target Market – Families with Young Children
Demand Qualitative Analysis
18. Demand Qualitative Analysis
Consumer Profile – Japan
Demographic
• Age: 30-50 Parents
• Gender: Male and female
• Income: Medium to High
Geographic
• Region: Japan
Psychographics
• Social class - C2 – A
• Lifestyle – 9-5 weekday work , Family orientated weekends
• Behavioural
• Occasions – Annually
• Benefit – Experience, Memories , Escapism
• Brand Loyalty – Medium/High
Target Market – The whole Family
19. Internal Diagnosis (General Overview)
Disney Brand
• Founded in 1923 by Walt and Rob Disney
• One of the largest and best known studios in Hollywood
• Revenue: $45 billion in 2012
• 17th in the Forbes list of most valuable brands
20. SWOT in Japan
SWOT Analysis Disneyland Tokyo
Strengths
• The first Disneyland Park to be built outside the USA.
• Built by the Walt Disney Company and benefits from a strong brand
association.
• One of the worlds most visited theme parks.
• Offers an alternative to Disneyland for people living in Japan and
neighbouring countries.
• Currently has almost 15 million visitors each year
Weaknesses
• It is the only Disneyland which is not managed by the Walt Disney
company
• South East Asian Countries are quickly growing as tourist destinations.
21. SWOT in Japan
Opportunities
• Japans neighbouring countries have huge populations which are
potential customers
• Asian countries are becoming very popular tourist destinations
Threats
• Disneyland Hong Kong attracts the same target market.
• When compared to the original Disneyland it can fall short
• Japan is not as popular of a tourist destination for neighbouring
countries.
• Other resorts in neighbouring countries are growing in popularity
like Sentosa Island Singapore and Genting Highlands Malaysia
22. SWOT in America
SWOT Analysis Disneyworld Orlando
Strengths
• The most visited entertainment resort in the world.
• With 30,000 acres of land it is one of the largest resorts in the world.
• Different themes offer great variety, for example Hollywood studios,
Epcot, Magic Kingdom, and Animal kingdom
• Magic kingdom is the most visited resort in the world
• Benefit hugely from brand recognition.
Weaknesses
• The size of the park makes it extremely difficult for a visitor to see all of
the attractions
• It has a very diverse product portfolio with several different theme parks
and hotels, which makes centralized management and monitoring very
difficult
23. SWOT in America
Opportunities
• Disney brand is hugely recognisable which makes marketing campaigns
much easier
• Walt Disney Company have loads of experience in managing theme parks
and are hugely popular worldwide
• With so many people travelling abroad nowadays they can attract people
from all over the world
• Many promotion offers can help attract customers
Threats
• Huge operating costs
• Local competitors like Universal studios are becoming more popular
• Competitors are very experienced and will eat into market share if
Disneyworld fails to innovate constantly
24. Strategic Decisions (USA)
Segmenting •Psychographic
•Demographic
Targeting •Families, includes adults and children
•Only families with young kids
Positioning •Differentiation
•Established and famous brand
•Competitive advantage
Strategy •Leader
•First Disneyworld resort established in
1971
•Disneyland California established in 1955
Sales Objectives •Increase market share price
•Maximize profits
26. Marketing Mix...7P’s
Disneyworld Orlando Marketing Mix
Product Disney branded Entertainment complex, 24 themed resorts, 4
theme parks, two water parks, 5 golf courses
Price Ages 10+ 1 day ticket $95
2 day ticket $92 per day
3 day ticket $87 per day
4 day ticket $69 per day
5 day ticket $57 per day
Ages 3-9 1 day ticket $89
2 day ticket $86 per day
3 day ticket $81 per day
4 day ticket $65 per day
5 day ticket $54 per day
Place Located southwest of Orlando, Orlando international airport,
shuttle services
Promotion TV advertisement, holiday packages, us military deals, discount
hotel prices, internet
Process
People More than 66,000 employees
Physical Evidence Cinderella castle, rides and rollercoasters, characters, souvenir
shops, food shops, fun and friendly atmosphere.
27. Disneyland Tokyo Marketing Mix
Product Brand of Disney, Theme park with 7 themed areas, Tokyo Disney sea
Price 18+ 12-17 4-11
1-Day Passport ¥6,200 ¥5,300 ¥4,100
2-Day Passport ¥10,700 ¥9,400 ¥7,400
3-Day Magic Passport ¥13,800 ¥12,300 ¥9,500
4-Day Magic Passport ¥16,000 ¥14,400 ¥11,200
Place Located next to JR Maihama Station, monorail service from Disney
hotels, Free shuttle buses for guests staying at the Ambassador
Hotel, overnight buses from many cities in Japan that stop at the
resort.
Promotion TV advertisement, internet, newspapers
Process
People Over 22,000 employees
Physical
Environment
Cinderella castle, rides and rollercoasters, characters, souvenir
shops, food shops, fun and friendly atmosphere.
28. USA JPN
• Primary Market: kids from 4 to
12 years-old
• Secondary Market: men and
women from 25 to 35 years-old
--> “Money Market”
• Both kids and adults affect
purchasing decision
• Communication target:
People might go Disney as
entertainment
(affordable, like Disney cartoon
culture, like to go theme park,
desire entertainment)
• Marketing target:
1. Family with kids
2. Women regarding Disney as a
dreamland (crazy in the
experience and the cuteness)
Marketing targets vs.
Communication targets1
30. JAPAN
Marketing target:
Family & “Disneyholic” women
Communication target:
People interested in and affordable
for Disney entertainment
31. Communication objectives
USA JPN
• “Live the dream”
• Everyone can have fun in Disney –
“not just for kids”
• “Disney values”
Association with the characters and
stars
• Promote Playdom
• Disney is a very well-known brand,
so the focus is on the affective and
assossiative communication.
• Promotion of Goodwill and positive
action
• Promote Disney as the main
provider of “magical entertainment”
not only for kids, but for people of
all ages.
• Cognitive>perception: it’s already
famous
• Affective>association: parents and
children’s common memories ; kids’
connection with the cartoon ;
parents’ connection with their
childhood/dream of the target of
the women
• Conative>persuasion
2
33. Comparison of Visitors
Location Numbers of visitors % of visitors
HK 6,73 m 5.85%
Tokyo 27,5 m 23,91%
USA (Orlando) 57 m 49,56%
USA (California) 7,78 m 6,77%
Paris 16 m 13,91%
34. 2012 Expenses
• 2651 m. 1,855,7m70%
Tokyo gets 443,770 m
Orlando gets 919,68 m
23.91%
49.56%
6.77%
5.85%
13.91%
Tokyo USA Orlando USA California HK Paris
36. Target audience (Family and
Ladies)
Specific target (Public)
Traditional
media(TV,
magazine,
outdoors)
35% 30%
Other
tools(apps,
email, social
website)
20% 15%
JAPAN
Communication-mix
37. Creative strategy
USA
• Problem: Increase loyalty and preference compared to other attractions and destinations
• Target audience: Kids + adults -> families
• Consumers insight: Entertaining experiences and characters linkage for kids / Their parentes and
Young adults: memories
• The brand imperatives: cultural consistency “american”, long history of Disney cartoon; complete
and high quality service; atmosphere and environment strongly connected to the theme
• Communication objectives: relate to the brand image, remember it.
• USP selling idea: Dreams come true.
• Support: visitors feedbakcs
• Creative direction: magicall, dreamfull,
• Media imperatives: every time, everywhere
5.1
38. Creative strategy
JAPAN
• Problem solved: remind of the memories about Disney/increase the dream image and
the affection/recall previous memories and inspire past visitors to visit again
• Target audience: family/women/previous visitors
• Consumer insights: memories/dream or imagination/past experiences
• Brand imperatives: long history of Disney cartoon; complete and high quality service;
atmosphere and environment strongly connected to the theme
• Communication objectives: extend the imagine/remind of previous experiences
• USP/selling idea: dream land
• Support: the reaction of visitors(survey. revenue)
• Creative direction: where dreams come true(the slogan)
• Media imperatives: every time, everywhere
5.1
39. Copy strategy
USA JAPAN
• Affective
• Community of loyal
customers -> fans
• Sinergy
• Slogan: “Where dreams
come true”
• Star strategy Always
presente: fictional and non
fictional
• Only affective part
• Heart strategy:
stars> Disney characters
Brand personality> clean,
cute, dreamful, service
• Slogan: where dreams
come true
5.2
40. Media planning / traditional media
USA JAPAN
• Media Networks: Disney Chanel,
ABC and ESPM
• Television
• Magazins
• Direct e-mail and sales
promotion
• Traditional media:
• TV commercial
• magazine ads
• outdoors(mostly in public
transportations)
6
41. Other tools & IMC planning
USA JAPAN
• On the internet: youtube
channel , twitter and facebook
(45 million likes)
• Apps
• Webisodes on Disney Online
• New media:
mobile apps
emails(for hotels)
social community (website,
blog, facebook, twitter,
youtube mixi )
7
42. Control and effectiveness measures
USA JAPAN
• Distribute surveys for all registred
members of the Disney Online
website and Disney Interactive
Media Group
• Monitor feedback in all social
media networks, diney.com and
blogs
• Annual revenue
• Annual number of visitor
• Change in percentage of different
classification of visitor
• Turnover rate of visitor
8
43. New Campaign
• Mind Map of ideas for New campaign
New
Campaign
Family
2nd Idea
- Campaign for
Tokyo , heighten
the current
campaign on
family and creating
memories
1st Idea
- Campaign for
America to
target the whole
family rather
than just the
kids
Final Idea
Opportunity
Cost
Tradition
Memories
44. New Campaign
• Tokyo Disneyland totally reliant on Japanese
visitors
• 96% of visitors come from Japan
• 25.8million visitors per year
• 84% aged 39 and under
• By 2055 40 % of Japans population will be over
60
45. Marketing Targets vs.
Communication Targets1
Marketing Targets vs. Communication Targets
Marketing Target • Europeans
• All ages
Communication Target • People Interested in experiencing a
different culture
• Visiting Tokyo / Japan as well as Disney
Land
46. Communication Objectives
• To attract Europeans to visit Tokyo Disneyland
• Making Tokyo more accessible for Europeans
• To raise awareness of Japanese culture
• To show the advantages for children who experience
different cultures at a young age
47. Communication objectives (ctd.)
Affective- Portray Disneyland and Tokyo as a
magical place
Perception-Persuade Europeans to visit Tokyo
Offer customers the chance to experience
Disneyland as well as a new culture
49. Communication Mix
Target audience (European
market)
Specific target (Family)
Traditional
media(TV,
magazine,
outdoors)
30% 20%
Other
tools(apps,
email, social
website)
15% 45%
50. Creative Strategy
• Problem: 96% of the Tokyo Disneys visitors are Japanese – attract foreign visitors
(mainly from Europe)
• Target audience: European tourists
• Consumers insight: Entertainment and japanese experience
• The brand imperatives: Different cultural experience + aditional touristic spot
• Communication objectives: See Tokyo Disney as na attractive option for na
international holliday
• USP selling idea: See Tokyo Disney as a must see in Japan
• Support:change of the composition of visitors
• Creative direction: get to know Japan with Mickey
• Media imperatives: touristic field
51. Copy Strategy
• Rational approach
• European tourists enjoying Japanese culture
• Combine the Japanese tradition to Disney
• Get To Know Japan With Mickey (mouse)
58. Conclusion
• Was Disneyland successful in adapting to
different cultures?
• Nearly 14 million visitors in Tokyo per year
• Over 50 million visitors per year in Orlando
• New campaign will help attract more
European visitors to Tokyo
60. Bibliography
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http://en.rocketnews24.com/2013/09/21/survey-96-of-japanese-moviegoers-have-watched-a-hayao-
miyazaki-film/ (Accessed 22/09/13)
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(Accessed 18/10/13)
• Downey, A (2012) ‘Probably over thinking it’ Available at:
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http://www.economywatch.com/world_economy/usa/ (Accessed 18/10/13)
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• Japan-Guide.com (2013) ‘Theme Parks’ Available at: http://www.japan-guide.com/e/e2067.html
(Accessed 25/10/13)
• Joan News, 2011, Targeting Mobile Japan ? Build an android ap. Available at: http://joanews.blogspot.fr/
(Accessed 22/09/13)
• Lee, D., 2013, ‘Japans economy is bouncing back offering a possible model for us’ Available at:
http://articles.latimes.com/2013/sep/02/business/la-fi-japan-economy-20130903 (Accessed 22/09/13)
• OLC Group (2013) ‘Guest statistics’ Available at:http://www.olc.co.jp/en/tdr/guest/, (Accessed 13/11/13)
• OLC Group (2013) ‘Measures against Global Warming’ Available at: http://www.olc.co.jp/en/csr/climate/
(Accessed 17/10/13)
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http://www.japantimes.co.jp/community/2013/09/23/issues/matahara-turning-the-clock-back-on-
womens-rights/ (Accessed 17/10/13)
• Reporter, T., 2013, ‘Japan hopes for tourism boost after Tokyo wins bid to host 2020 Olympic Games’
Available at: http://www.dailymail.co.uk/travel/article-2415887/2020-Olympic-Games-Japan-hopes-
tourism-boost-Tokyo-wins-bid.html (Accessed 22/09/13)
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shutdown-republicans-democrats (Accessed 18/10/13)
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http://www.globalresearch.ca/the-decline-of-trade-unions-in-the-us-and-canada (Accessed 18/10/13)
• The Economic Times, 2008, Walt Disney to produce cartoons 'made in Japan', Available at:
http://articles.economictimes.indiatimes.com/2008-03-06/news/28393961_1_animation-industry-hayao-
miyazaki-japanimation (Accessed 22/09/13)
• The White House (2013) ‘The health insurance Market Place is now open’ Available at:
http://www.whitehouse.gov/healthreform (Accessed 18/10/13)
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http://www.smh.com.au/news/news/tokyo-disney-not-magical-for-
foreigners/2008/04/15/1208025139903.html, (Accessed 16/11/10)
• Tokyo (2013) ‘Environmental Problems? ’ Available at: http://www.city-data.com/world-cities/Tokyo-
Environment.html (Accessed 17/10/13)
• Tourism of Authority of Thailand Newsroom (2013) ‘Japan seeks Thailand’s help to promote two way
tourism’ Available at: http://tatnews.org/media-release/53-media-releases-2013/3251-japan-seeks-
thailand%E2%80%99s-help-to-promote-two-way-tourism (Accessed 17/10/13)
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Hinweis der Redaktion
Behind the visible act of making a purchase lies a decision process. 5 stages
The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. :