walt disney world

To Tomorrowland and Beyond

the dream team

executive vice president

Patrick Schwaner

chief financial officer

Sierra Geiger

chief marketing officer

Wendy Hastings

once upon a time…

walt’s vision

Walt Disney World is a tribute to the

philosophy and life of Walter Elias

Disney and to the talents, the dedication

and the loyalty of the entire Disney

organization that made Walt Disney’s organization that made Walt Disney’s

dream come true. May Walt Disney

World bring joy and inspiration and new

knowledge to all who come to this

happy place.. a Magic Kingdom where

the young at heart of all ages can laugh

and play and learn – together.

be our guest!!!

industry analysis

8.7

8

10

% In

crea

se

Signs of an Improving Economy

1.8 1.92.5

4.4

1.4

0

2

4

6

Consumer Spending International Arrivals Domestic Travel Rates

% In

crea

se

Axis T itle

2010 2011

2011 or l ando area t h eme park marke t

shares

7.84%

71.49%

20.67%

Walt Disney World Universal Resorts SeaWorld

competitors

…put our service to the

test!! ! !

strengths

� Recognizable name and character base

� Consistent success in advertising and marketing

� Unparalleled innovation

� Variety

� Appeal to consumers of all ages, races, and genders

weaknesses

� Entertainment production costs are high

� High employee turnover

� Some consumers who live far away may assume the cost

of a visit is too high

� So much to do, not enough time

� Difficult for centralized management to monitor all

operations

opportunities

� Renovations/Improvements

� Thousands of acres of undeveloped land

� New pricing, promotional opportunities

� Increased focus on diversified marketing

threats

� Recession has led to less consumer spending and travel

� Market growth has been slow because of the recession

� Increased labor costs

� Increased operating expenses

� Increased completion from Universal Studios

marketing strategy

Objective

With Disney as the new owner of

LucasFilms, we hope to expand

our promotional efforts to reach our promotional efforts to reach

the fans of the Star Wars Saga.

This opens up several segments

of the new target market, ranging

from the very young to young at

heart.

If you can dream it, you can do it.

--Walt Disney

positioning

statement

We are in a very unique position,

being recognized as the leader in

the hospitality industry because of

our record of being #1 in guest

service around the world. Our

biggest target market includes our

little “princes” and “princesses.” No

one has been able to match this

brand of “magic.”

All of our dreams can come true if we have the courage to

pursue them.

--Walt Disney

� pricing

more ranges of package options to fit different sizes and types of families

marketing implementation

� advertising

• Television – primary media

• Radioand types of families

Not all families have 2 adults, 1 child 3 years or younger and 1 child 3-9 years of age

• Social media

• Internet banner ads

Laughter is timeless, imagination has no age, and dreams are forever. ---Walt Disney

� sales promotion

Special discounted themed packages for each

marketing implementation

� distribution

Mailed directly to the guest’s home a month prior to the expected arrival date unless

themed packages for each of the parks with additions

• Vouchers or coupons

• Fastpasses

expected arrival date unless the guest requests to have them waiting at their resort of choice based on reservations

Adults are only kids grown up, anyway.

---Walt Disney

� who

Marketing department will be divided

into teams, each assigned to focus

marketing implementation

� when

Fantasyland expansion – now through

at least fall 2014 totaling 6 months after into teams, each assigned to focus

on a different park. Teams will

periodically meet together to share

ideas and feedback.

It’s kind of fun to do the impossible. ---Walt Disney

at least fall 2014 totaling 6 months after

opening to keep the promotions fresh in

mind

Star Wars Land – 6 months prior to

opening through 6 months after opening

Avatar Land – same as with Star Wars,

beginning 6 months prior to opening

financial analysis

“Disneyland is a work of love. We

didn’t go into Disneyland just with

the idea of making money” –Walt

Disney-Disney-

financial analysis

• Disney Parks expansion even

through the recent recession

• Network generated revenue • Network generated revenue

(ESPN, Disney Channel Etc.)

46% of Revenue ($20 Billion)

• Parks generate second largest

revenue ( Magic Kingdom 31%

alone with 17.54 million

visitors)

“You're dead if you aim only for kids.

Adults are only kids grown up, anyway.”

–Walt Disney-

financial analysis

� $4 Billion to acquire rights to

the George Lucas Film

� $200 million to build Star Wars –Walt Disney-

� $200 million to build Star Wars

Land

� $500 Million to construct Avatar

Land

� Both attracting diehard older

fans bolstering Disney Revenue

by up to 31%.

“I only hope that we don't lose sight of

one thing - that it was all started by a

mouse.”

contingency plan

� Broadcasting Companies

� Surveys

mouse.”

--Walt Disney� Attendance and Special

deals for return customers