greece- disney campaign project 2012

Alexa KiffelCaroline Saba

Erin NannaMaureen Lowe

DISNEYLAND GREECEInternational Marketing

May 3, 2012Dr. Chelminski

Créte, Greece

BackgroundResearch

Geography

• Greece’s population is approximately 11,000,000 people

• Southern portion of Greece experiences hot, dry summers and mild, wet winters

Socio-Cultural

• Family most fundamental social unit in Greek society

• Father = “head of the household”

Power Distance Index = 60(World Average = 55)

Individualism Index = 35Masculinity vs. Femininity Index = 57

(World Average = 50)

Uncertainty Avoidance Index = 112

BackgroundResearch

Political

• Parliamentary Republic• –New Democracy (ND)• –Panhellenic Socialist

Movement (PASOK)• Debt Crisis• Austerity Packages

Economic

• Extremely dependent on tourism– More than 15 million tourists

every year– 15th most visited place in the

world

• Unemployment rate of 21% as of December 2011

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

– rides, shows, Olympic apparel available for purchase• Ancient Greek Gods & Goddesses• Iconic Disney characters

Product Offering

• A once in a lifetime magical experience for all ages• Provides “Memories that will last a lifetime”• Benefits:

– Tourist attraction: specifically US, Albania & Turkey– Job Creation for the citizens of Greece– Major revenue generation stimulate economic

recession– Positive public relations for the country

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

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

Marketing StrategyAdaptation

– Language – Greek & English– Olympic Games Park– Greek Disney Characters– Greek Food

Standardization– Same Disney “magic”– Four Main Parks– Traditional Disney Characters

Target market• Young Parents• Families with

children• Age range: 23-50

• Income level:$22,000–$40,000

• Geographic location: Greece• Tourists from neighboring

countries

IMC Campaign

Magazines

Television Commercial

TravelSocial Media

Newspaper

“Family Fun”: provides families with creative ideas and real-life solutions, owned by Disney

“Interactive Dad”: parenting magazine for dads, updated daily and focuses on family and finance.

“Monopoli”: Recreation in Athens

Print Media: Magazines

Print Ad

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

TV Commercials• Standardize these• Remain the same as the commercials in US• Cost less, same message across • Target audiences are the same (families)

Travel• Travel agencies: pamphlets• Taxis: advertisements• Airlines: pamphlets

Social Media

27%

24%20%

16%

12%

Total Expenditures

Magazines

TV Commercials

Newspaper

Social Media

Travel

Sales Promotion

Discounts• Coupons• Premiums• Contests

Pricing Strategy• Uniform approach• Price

determinants:– Length of stay– Type of ticket

• Must be competitive with Disneyland Paris

• Pricing will change over the years

• Other considerations

• Adults:– 1 day regular ticket =

€58.10 ($77)

• Children:– 1 day regular ticket =

€52.82 ($70)

• Park Hopper– 1 day = €26.41 ($35)

Sales Projection

Adult ticket:$77 €58

*These sales projections are for daily tickets only, and do not include revenue from hotels or restaurants.*

Attendance Revenue (in Dollars) Revenue (in Euro)

Year 1 11,000,000

Year 1 $808,500,000

Year 1 €610,500,000

Year 2 13,000,000

Year 2 $955,500,000

Year 2 €721,500,000

Year 3 16,000,000

Year 3 $1,176,000,000

Year 3 €888,000,000

Year 4 20,000,000

Year 4 $1,470,000,000

Year 4 €111,000,000

Year 5 25,000,000

Year 5 $1,837,500,000

Year 5 €1,387,500,000

Child ticket:$70 €53

Distribution Strategy

Créte– Largest Greek Island– 3 commercial airports– Tourism is a main part

of their economy– Space to build on– Safer than other areas

More specifically – suburb outside of Heraklion– Second largest airport in

Greece (largest in Crete)• International

– Largest city on the island

Ethical Challenges

• Unwanted building– Issue with the locals?

• Labor standards– Can’t take advantage of economic crisis

• Lower price than Disneyland Paris – fair?

Thank you!