The document appears to be a marketing report or paper on Disneyland written by several students for a class in 2013-2014. It includes sections on introduction, analysis, segmentation/positioning, marketing mix, and conclusion. Under the analysis section, it discusses doing external/internal analysis, SWOT analysis, and segmentation/targeting/positioning. The marketing mix section covers the 4Ps. It also includes biographies of Walt Disney and a history of Disneyland. The overall document provides an overview of key marketing concepts and strategies as applied to Disneyland.

1. Principles of Marketing / Miss. Mo
Anna Piatnitca
Chloé Artigues
Woojin Kim
Valeriia Kransnyanskaya
Class 14 / Year 2013-14

4. How did you feel?

5. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents

6. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

7. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

8. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

9. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

10. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion
1. Biography of Walt Disney
2. History of Disneyland

11. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

12. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

13. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

14. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion
1. External Analysis
- Market Analysis
- Environment Analysis
- Analysis of clients & other publics

15. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

16. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion
2. Internal Analysis
- Performance Evolution
- Evolution of Brand Awareness & Brand Image
- Core Competencies

17. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

18. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion
3. SWOT Analysis

19. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

20. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

21. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

22. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion
1. Segmentation
2. Targeting
3. Positioning

23. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

24. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

25. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

26. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion
4P(Product, Place, Promotion, Price)

27. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

28. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

29. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

30. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion
1. Savage Capitalism
2. To the Greater Disney Empire

31. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

32. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Table of Contents
I. Introduction
II. Analysis
III. From Segmentation to Positioning
IV. Marketing Mix
V. Conclusion

33. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Walt Disney
(1901-1966)

34. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Walt Disney
(1901-1966)

35. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
Walt Disney
(1901-1966)

36. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
Walt Disney
(1901-1966)

37. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
Walt Disney
(1901-1966)

38. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
Walt Disney
(1901-1966)

39. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
18.11.1928
Mickey Mouse
was born
Walt Disney
(1901-1966)

40. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
18.11.1928
Mickey Mouse
was born
Walt Disney
(1901-1966)

41. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
18.11.1928
Mickey Mouse
was born
Walt Disney
(1901-1966)

42. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
18.11.1928
Mickey Mouse
was born
Walt Disney
(1901-1966)

43. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
18.11.1928
Mickey Mouse
was born
Walt Disney
(1901-1966)

44. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
18.11.1928
Mickey Mouse
was born
Walt Disney
(1901-1966)
1938
Walt Disney
Production
became one
of the best known
motion picture
production

45. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
18.11.1928
Mickey Mouse
was born
Walt Disney
(1901-1966)
1938
Walt Disney
Production
became one
of the best known
motion picture
production

46. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
05.12.1901
Disney was
born in Chicago
grew up in
a big family of
five children
18.11.1928
Mickey Mouse
was born
Walt Disney
(1901-1966)
1938
Walt Disney
Production
became one
of the best known
motion picture
production

47. History of
Disneyland

48. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland

49. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
‘’I could never convince the
financiers that Disneyland was
feasible, because dreams offer too
little collateral.’’

50. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
Finally
in California in 1955

51. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
Finally
in California in 1955

52. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
Finally
in California in 1955

53. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
Finally
in California in 1955

54. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
Finally
in California in 1955

55. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
Finally
in California in 1955

56. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
Finally
in California in 1955

57. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
Why not in Europe?

58. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland

59. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
In December 1992

60. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Introduction- History of Disneyland
In December 1992

61. External
Analysis

62. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
198.1 million visitors in 2011
The overall market value $315 million in 2009
1. Market Analysis

63. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
198.1 million visitors in 2011
The overall market value $315 million in 2009
1. Market Analysis
up 4.8 percent from 2010

64. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
198.1 million visitors in 2011
The overall market value $315 million in 2009
1. Market Analysis
up 27% from $248 million in 2004
up 4.8 percent from 2010

65. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
198.1 million visitors in 2011
The overall market value $315 million in 2009
1. Market Analysis
up 27% from $248 million in 2004
up 4.8 percent from 2010
=> Growing Market!

66. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic Socio-cultural Technological

67. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic
World-wide Recession
Socio-cultural Technological

68. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic
World-wide Recession
Socio-cultural Technological

69. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless,
booming theme park sector
Socio-cultural Technological

70. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless,
booming theme park sector
Socio-cultural Technological

71. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless,
booming theme park sector
Socio-cultural Technological
Growing importance
of leisure

72. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless,
booming theme park sector
Socio-cultural Technological
Growing importance
of leisure

73. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless,
booming theme park sector
Socio-cultural Technological
Growing importance
of leisure
Continuous technological
evolution
ex) 3D printing

74. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
2. Environment Analysis
Economic
World-wide Recession
Nevertheless,
booming theme park sector
Socio-cultural Technological
Growing importance
of leisure
Continuous technological
evolution
ex) 3D printing

75. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

76. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

77. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

78. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

79. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

80. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

81. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

82. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

83. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
3. Analysis of clients & other publics
Income level Motivations Age

84. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors
Domestic Competitors World-wide Competitors

85. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors
Domestic Competitors World-wide Competitors

86. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - Domestic Competitors

87. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - Domestic Competitors

88. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - Domestic Competitors

89. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - Domestic Competitors

90. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - Domestic Competitors

91. ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

92. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

93. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 150(annual) to 1200(season)
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

94. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre
- 30 Km from Paris
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

95. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre
- 30 Km from Paris
- 18 haSIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

96. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre
- 30 Km from Paris
- 18 haSIZE
NB OF VISITORS PER YEAR
- 1,7M in 2012
NB OF DAYS OF OPENING
DATE OF CREATION

97. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre
- 30 Km from Paris
- 18 haSIZE
NB OF VISITORS PER YEAR
- 1,7M in 2012
NB OF DAYS OF OPENING
- 6 months
DATE OF CREATION

98. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 150(annual) to 1200(season)
LOCALISATION
- Shuttle service from Louvre
- 30 Km from Paris
- 18 haSIZE
NB OF VISITORS PER YEAR
- 1,7M in 2012
NB OF DAYS OF OPENING
- 6 months
DATE OF CREATION - 1989

99. ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

100. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

101. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 200(annual) to 6000(season)
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

102. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service
- Train station(200m from the park)
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

103. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service
- Train station(200m from the park)
- 10 haSIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

104. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service
- Train station(200m from the park)
- 10 haSIZE
NB OF VISITORS PER YEAR
- 1,2M in 2012
NB OF DAYS OF OPENING
DATE OF CREATION

105. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service
- Train station(200m from the park)
- 10 haSIZE
NB OF VISITORS PER YEAR
- 1,2M in 2012
NB OF DAYS OF OPENING
- 3 months
DATE OF CREATION

106. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- From 200(annual) to 6000(season)
LOCALISATION
- A8 highway / - Bus service
- Train station(200m from the park)
- 10 haSIZE
NB OF VISITORS PER YEAR
- 1,2M in 2012
NB OF DAYS OF OPENING
- 3 months
DATE OF CREATION - 1970

107. ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

108. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

109. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- 4000
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

110. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- 4000
LOCALISATION
- own exit on highway
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

111. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- 4000
LOCALISATION
- own exit on highway
- 117 haSIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

112. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- 4000
LOCALISATION
- own exit on highway
- 117 haSIZE
NB OF VISITORS PER YEAR
- 4M
NB OF DAYS OF OPENING
DATE OF CREATION

113. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- 4000
LOCALISATION
- own exit on highway
- 117 haSIZE
NB OF VISITORS PER YEAR
- 4M
NB OF DAYS OF OPENING
- 9 months
DATE OF CREATION

114. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
ACTIVITIES
NUMBER OF EMPLOYEES
- 4000
LOCALISATION
- own exit on highway
- 117 haSIZE
NB OF VISITORS PER YEAR
- 4M
NB OF DAYS OF OPENING
- 9 months
DATE OF CREATION - 1995

115. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors
Domestic Competitors World-wide Competitors

116. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors
Domestic Competitors World-wide Competitors

117. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report

118. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report

119. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report

120. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report

121. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- External Analysis
4. Competitors - World-wide Competitors
Source: TEA/ERA, 2008, Theme Park Attraction Attendance Report

122. –Sun Tzu, <The Art of War>
‘If you know about your enemy and yourself,
you can win as many as
100 times out of 100 battles’

123. Internal
Analysis

124. ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

125. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
- Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

126. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
- Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES
- Over 15000
LOCALISATION
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

127. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
- Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES
- Over 15000
LOCALISATION
- RER A (2 mins by foot)
- A4 highway
- Joint ventures with Air France & Easy Jet
SIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

128. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
- Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES
- Over 15000
LOCALISATION
- RER A (2 mins by foot)
- A4 highway
- Joint ventures with Air France & Easy Jet
- 65 haSIZE
NB OF VISITORS PER YEAR
NB OF DAYS OF OPENING
DATE OF CREATION

129. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
- Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES
- Over 15000
LOCALISATION
- RER A (2 mins by foot)
- A4 highway
- Joint ventures with Air France & Easy Jet
- 65 haSIZE
NB OF VISITORS PER YEAR
- 14.9 M in 2013
NB OF DAYS OF OPENING
DATE OF CREATION

130. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
- Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES
- Over 15000
LOCALISATION
- RER A (2 mins by foot)
- A4 highway
- Joint ventures with Air France & Easy Jet
- 65 haSIZE
NB OF VISITORS PER YEAR
- 14.9 M in 2013
NB OF DAYS OF OPENING
- All year long
DATE OF CREATION

131. - Amusement Park
- Hotels
- Restaurants
- Souvenir shops
- Other shops(barber, make up…)
ACTIVITIES
NUMBER OF EMPLOYEES
- Over 15000
LOCALISATION
- RER A (2 mins by foot)
- A4 highway
- Joint ventures with Air France & Easy Jet
- 65 haSIZE
NB OF VISITORS PER YEAR
- 14.9 M in 2013
NB OF DAYS OF OPENING
- All year long
DATE OF CREATION - 1992

133. ‘‘What makes us different
from others?’’

134. ‘‘What makes us different
from others?’’
Core Competencies

135. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- Internal Analysis
Type of visitors
Children,
Teenagers,
Young adults,
Parents
Children,
Teenagers,
Parents
Children,
Teenagers,
Parents
Children,
Teenagers,
Young adults,
Parents
Number of
attractions
58 32 Show 39
Growth rate
(2011)
- 1% + 8% + 6% + 10%
Profitability
(2011)
€11.5 M €3-€4 M Not available €12 M

136. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Analysis- Internal Analysis
5%
8%
18%
69%
French Market Share by Annual Visitors(2011)

137. Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

138. SWOT Analysis
Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

139. Strength + Internal factor

140. Strength
- Experience in the entertainment business (over 80 years)
- Tourist attraction
- Strong reputation and brand name
- Wide company’s product range- different types of attractions and
products
- Disney’s attractions adjusted to changes in visitor’s preferences
- Familiarity
- Financial stability
- Qualified and educated employees
- High satisfaction
+ Internal factor

141. Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

142. SWOT Analysis
Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

143. SWOT Analysis
Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

144. Weaknesses - Internal factor

145. Weaknesses
- No originality(compared to one in the U.S.)
- Large work force
- Many changes in top-management
- High operating costs
- Different culture
- High price for tickets
- Design duplication
- Cultural imperialism
- Visitor Spending(European visitors not spend
as much as American visitors)
- Internal factor

146. Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

147. SWOT Analysis
Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

148. SWOT Analysis
Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

149. Opportunities + External factor

150. Opportunities
- Highly diversified product and service
- Positive government attitudes
- Barriers of entry
- Large group of loyal clients
- Expansion on foreign markets
+ External factor

151. Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

152. SWOT Analysis
Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

153. SWOT Analysis
Strength Weakness
Opportunities Threats
Negative
Internal
External
Positive

154. Threats - External factor

155. Threats
- Over saturated markets
- Increasing number of serious and actively operating
competitors, which address their offer to the same segment
of clients (e.g. Port Aventura)
- Bigger elasticity of competitors in adapting to particular
segment of clients thanks to the smaller volume of sales
- Increasingly competitors offer, which is perceived by clients
and retailers as a wider and better available
- External factor

156. - Experience in the entertainment business (over 80
years)
- Tourist attraction
- Strong reputation and brand name
- Wide company’s product range- different types
of attractions and products
- Disney’s attractions adjusted to changes in
visitor’s preferences
- Familiarity
- Financial stability
- Qualified and educated employees
- High satisfaction
- Expansion on foreign markets
- No Originality(compared to one in the
U.S.)
- Large work force
- Many changes in top-management
- High operating costs
- Different culture
- High price for tickets
- Design duplication
- Cultural imperialism
- Visitor Spending(European visitors
not spend as much as American
visitors)
- Highly diversified product and
service
- Positive government attitudes
- Barriers of entry
- Large group of loyal clients
- Over saturated markets
- Increasing number of serious and
actively operating competitors, which
address their offer to the same segment
of clients (e.g. Port Aventura)
- Bigger elasticity of competitors in adapting
to particular segment of clients thanks to
the smaller volume of sales
- Increasingly competitors offer, which is
perceived by clients and retailers as a wider
and better available

157. From Segmentation
To Positioning

158. Segmentation

159. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

160. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

161. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

162. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

163. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

164. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

165. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

166. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

167. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

168. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
Segmentation

169. Geography Demographics Psychographics Benefits Behaviors
Region
“All over the world“
-Even though it is located
in Paris, France but can
attract a number of
tourists coming from all
over the word in Paris.
Market size
“Big(mass) market”
-Paris, where Disneyland
is one of the biggest cities
in the world.
Market density
“High density”
-18.1m of annual visitors.
Climate
“feeble”
-It’s easily affected by
weather.
Age
1) Children – Emphasizes
that “going to Disneyland”
is children’s dream.
2) Parents (Famaily) – They
have a final decision
(parchasing power).
3) Young couples, Young
friends
Gender
-Girls are more favorable to
Disneyland.
Income
-Middle class~High class
Ethnicity
-No relation
Family life cycle
- F a m i l y w i t h y o u n g
children(age of 4~8)
-Family with adolescences
Personality
- People who are :
Family-oriented, soft,
kind,…
Motives
-for famaily’s fun
-for fun between
friends
Life style
-not specific but not
hedonistic
Geodemo-graphics
-Urban
-People from rural
side
Benefits sought
-Fun & family’s
a n d f r i e n d s ’
precious time.
User status
-Useres
-Non-users
: People didn’t come to
Paris or don’t know if
Disneyland exists in
Paris
-Potential users
: Every one
Usage rate
-Heary : Parent with
young children
-Light : Ordinary
people
Occasion
-Famaily’s anniversary
-Birthday
SegmentationTargeting

170. Thrill
Familiar
Atmosphere
Perceptual
Mapping

171. Thrill
Familiar
Atmosphere
Perceptual
Mapping

172. Thrill
Familiar
Atmosphere
Perceptual
Mapping

173. Thrill
Familiar
Atmosphere
Perceptual
Mapping

174. Thrill
Familiar
Atmosphere
Perceptual
Mapping

175. Thrill
Familiar
Atmosphere
Perceptual
Mapping

176. Thrill
Familiar
Atmosphere
Perceptual
Mapping

177. Marketing Mix

178. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Marketing Mix- 4Ps
Product
Price
Place
Promotion

179. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Marketing Mix- 4Ps
The resort covers 4,800 acres and have 2 themes
parks, several hotels, a shopping, dining, and
entertainment complex, and a golf course, in
addition to several entertainment venues.
Disneyland Paris located in Marne-la-Valée,
a new town located 32 km east of the center
of Paris.
Everybody above the age of 3 needs to buy tickets to
get in. I is highly recommended to buy tickets in
advance in order to save both time and money at the
gate.
It is possible to choose your personal ideal
Disneyland adventure- from 1 day to 5 in one park or
both. Prices start from 64 € for adult for 1 day and up
to 229 € for 5 days. Relatively, 58 for a child up to 211.
There are several special offers for seniors and
students.
There are many ways of Desneyland being promoted :
different special offers, discounts which attract visiter
not only spend nice time in the resort, but to save
money.
e.g. Danko travel company with Air France and
Disneyland Paris offer free tickets on plane for
children under 12 on the way Moscow-Paris-Moscow
in case of booking hotel in the Disneyland.
Product
Price
Place
Promotion

180. Conclusion

181. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion- Savage Capitalism
Things to think about…

182. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion- Savage Capitalism
Things to think about…
Behind the Fantasy,

183. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion- Savage Capitalism
Things to think about…
- Low wages for employees
and high exigence
- Considered not as a lifetime job
Behind the Fantasy,

184. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion- To The Greater Disney Empire
There is still much room to improve…

185. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion- To The Greater Disney Empire
There is still much room to improve…
• High operating cost
• Employ benefits
• Decreasing grow rate

186. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion- To The Greater Disney Empire

187. Principles of Marketing / Miss. Mo Valeriia Krasnyanskaya, Woojin Kim, Cholé Artigues, Anna Piatnitca / Class 14 / Year 2013-14
Conclusion- To The Greater Disney Empire
But…

190. But we still love Disneyland.
Because we all remember our childhood.
That is the Power of Disneyland…

191. Thank you.

192. Any Questions?!

193. Class 14
LOVE YOU, Miss Mo!