Published by MBA Skool Team, Last Updated: February 24, 2019
Marketing Strategy of Disneyland analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Disneyland marketing mix, help the brand succeed.
Disneyland marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Disneyland Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Disneyland Product Strategy:
The product strategy and mix in Disneyland marketing strategy can be explained as follows:
Disneyland are theme parks based on Disney characters and are hugely popular worldwide. Disneyland covers huge acres of land and encompasses two theme parks – Disneyland Park and Walt Disney Studios Park, a shopping district Disney Village, Disney hotels and restaurants. It is a pioneer in the sector of amusement park as a part of its marketing mix product portfolio. Although we might have seen many amusement parks, but Disneyland has an edge over all others for the kind of services it offers and the theme it carries. So, although it operates in a highly competitive market, its services makes it highly heterogenous. Their main focus is to recreate the magic of Disney characters because of which one can find the Disney characters alive. Disneyland also engage in special events during Halloween and Christmas.
Disneyland Price/Pricing Strategy:
Below is the pricing strategy in Disneyland marketing strategy:
Disneyland has positioned itself as a luxury entertainment and has been involved in numerous speculations of wonky pricing.
They offer categories of 1 Day 1 Park ticket and Park Hopper tickets, the latter being the most economical one. Children below 3 years of age can enjoy the benefits free of cost whereas prices are categorised separately for children in the age group of 3-11 and 12+ age is categorised in the adults’ section. Although they claim to be highly competitive in price segment, yet we can conclude that it charges more than each of them. Disneyland offer winter package prices for Hotel and Park as well as their restaurants. Their packages are categorised into – Super Value, Value, Moderate, Regular and High segments. They offer Christmas and New Year’s Eve meals that has separate price segments for adults and children. They offer discounts for accommodation in bundle deals and special rates for annual pass holders.
Following is the distribution strategy in the Disneyland marketing mix:
Disneyland has its theme parks spread globally. It has its parks in California in USA, Paris in France, Tokyo in Japan, Shanghai in China and in Hong Kong. Disneyland theme parks are located in popular areas next to some of the biggest cities in the world.
This ensures a very high accessibility and are well connected with air, rail and road networks.
Disneyland Promotion & Advertising Strategy:
The promotional and advertising strategy in the Disneyland marketing strategy is as follows:
Disneyland is a global name which has been thriving on a positive word of mouth from happy visitors. Apart from that, Disneyland uses television, radio, advertisements and face-to-face communication for promotions. Their commercials are mainly focused on children and parents that has been a very smart move. They partnered with airlines, tour operators etc to offer free tickets on plane for children under 12 in case of booking hotel in Disneyland. Their promotional activities run throughout the year. Contests, events, shows etc organised by Disney also help in promoting the Disneyland theme parks.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Disneyland.
The employees of Disneyland are well trained and friendly. The company has created a community that is specific to the norms of Disneyland. The employees themselves are the cast members and they are at the heart of Disneyland experience. 80% of the managers are recruited internally and 80% of the cast members are on a full-time contract. The average age limit of employees is 35. The Disney cast members are not allowed to break character while in costume, under any circumstance. They are trained well in order to personify the attitudes and every nuance of the character. Visible tattoos, frowning, chewing gum and smoking are forbidden. The employees engage with each other using a walkie-talkie to ward off any potential threats.
Disneyland has several processes in managing the theme parks, hotels, resorts, shops etc. The accommodation, dining and entry passes are made available online via their website as well as from their counters.
Disneyland’s theme parks, resorts, restaurants, website etc are its biggest physical presence. Many factors contribute to the physical evidence that the customers experience while being at Disneyland. Interaction with the employees and cast members have been a prime cause for children and parents to be attracted to visit the place. The shops and dining are another major source of attraction. They justify their taglines such as “The happiest place on the Earth” and “Where the magic begins”.
Hence this concludes the Disneyland marketing mix.
Disneyland is a renowned name all over the world for the distinct image it has created in the minds of people. It is located in California, Paris, Tokyo, Shanghai, HongKong and Walt Disney has acquired major stake with a full control of the resort along with an investment of several billion euros.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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