greece- disney campaign project 2012
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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!