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Greece- Disney Campaign Project 2012
- 1. DISNEYLAND Alexa Kiffel GREECE Caroline Saba International Marketing Erin Nanna May 3, 2012 Dr. Chelminski Maureen Lowe
- 3. Background Research Geography Socio-Cultural ? Greece¡¯s population is ? Family ? most fundamental approximately 11,000,000 social unit in Greek society people ? Father = ¡°head of the ? Southern portion of Greece household¡± experiences hot, dry Power Distance Index = 60 summers and mild, wet (World Average = 55) winters Individualism Index = 35 Masculinity vs. Femininity Index = 57 (World Average = 50) Uncertainty Avoidance Index = 112
- 4. Background Research Political Economic ? Parliamentary Republic ? Extremely dependent on ? ¨CNew Democracy (ND) tourism ¨C More than 15 million tourists ? ¨CPanhellenic Socialist every year Movement (PASOK) ¨C 15th most visited place in the ? Debt Crisis world ? Austerity Packages ? Unemployment rate of 21% as of December 2011
- 5. Product Idea ? Entertainment theme park located in the Mediterranean Region ? Hotels & restaurants throughout park and surrounding area ? Section of theme park dedicated to the Olympics Games ¨C rides, shows, Olympic apparel available for purchase ? Ancient Greek Gods & Goddesses ? Iconic Disney characters
- 7. Product Offering ? A once in a lifetime magical experience for all ages ? Provides ¡°Memories that will last a lifetime¡± ? Benefits: ¨C Tourist attraction: specifically US, Albania & Turkey ¨C Job Creation for the citizens of Greece ¨C Major revenue generation ? stimulate economic recession ¨C Positive public relations for the country
- 8. EuroDisney Failure Marketed the American appeal ? ¡°bigness and extravagance,¡± not the once in a life time memories Spent too much money, had too many hotels Refused to serve wine Marketed to Europe as a whole, not different countries
- 9. EuroDisney Today ? Substantial profit ? 15.6 million visits in 2011 ? Created 56,000 jobs ? #1 tourist attraction in Europe We can learn from EuroDisney¡¯s mistakes and look to it for inspiration
- 10. Marketing Strategy Adaptation ¨C Language ¨C Greek & English ¨C Olympic Games Park ¨C Greek Disney Characters ¨C Greek Food Standardization ¨C Same Disney ¡°magic¡± ¨C Four Main Parks ¨C Traditional Disney Characters
- 11. Target market ? Young Parents ? Income level: ? Families with $22,000¨C$40,000 children ? Geographic location: Greece ? Age range: 23-50 ? Tourists from neighboring countries
- 12. IMC Campaign
- 13. Print Media: Magazines ¡°Family Fun¡±: provides ¡°Monopoli¡±: Recreation in families with creative ideas Athens and real-life solutions, owned by Disney ¡°Interactive Dad¡±: parenting magazine for dads, updated daily and focuses on family and finance.
- 14. Print Ad
- 15. Newspaper Column ? Appear in ¡°The Athens News¡± ? Athen¡¯s and surrounding area has 1/3 of entire population ? Targeting parents (target audience) ? Despite declining readership, our target audience still reads the newspaper ? Greek translation
- 16. TV Commercials ? Standardize these ? Remain the same as the commercials in US ? Cost less, same message across ? Target audiences are the same (families)
- 17. Travel ? Travel agencies: pamphlets ? Taxis: advertisements ? Airlines: pamphlets
- 18. Social Media
- 19. Total Expenditures 12% 27% Magazines TV Commercials 16% Newspaper Social Media Travel 20% 25%
- 20. Sales Promotion Discounts ? Coupons ? Premiums ? Contests
- 21. Pricing Strategy ? Uniform approach ? Price determinants: ¨C Length of stay ¨C Type of ticket ? Must be ? Adults: competitive with ¨C 1 day regular ticket = Disneyland Paris €58.10 ($77) ? Pricing will change ? Children: over the years ¨C 1 day regular ticket = €52.82 ($70) ? Other considerations ? Park Hopper ¨C 1 day = €26.41 ($35)
- 22. Sales Projection Attendance Revenue (in Dollars) Revenue (in Euro) Year 1 Year 1 Year 1 11,000,000 $808,500,000 €610,500,000 Year 2 Year 2 Year 2 13,000,000 $955,500,000 €721,500,000 Year 3 Year 3 Year 3 16,000,000 $1,176,000,000 €888,000,000 Year 4 Year 4 Year 4 20,000,000 $1,470,000,000 €111,000,000 Year 5 Year 5 Year 5 25,000,000 $1,837,500,000 €1,387,500,000 Adult ticket: Child ticket: *These sales projections are for daily tickets only, and do not include $77 €58 $70 €53 revenue from hotels or restaurants.*
- 23. Distribution Strategy Cr¨¦te More specifically ¨C ¨C Largest Greek Island suburb outside of ¨C 3 commercial airports Heraklion ¨C Tourism is a main part ¨C Second largest airport in of their economy Greece (largest in Crete) ¨C Space to build on ? International ¨C Safer than other areas ¨C Largest city on the island
- 24. Ethical Challenges ? Unwanted building ¨C Issue with the locals? ? Labor standards ¨C Can¡¯t take advantage of economic crisis ? Lower price than Disneyland Paris ¨C fair?
- 25. Thank you!