Marketing Mix of Disneyland Park and 7Ps (Updated 2024)

The Marketing mix of Disneyland Park analyses the 7Ps of Disneyland Park, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Disneyland Park. Disneyland Park was initially named Disneyland and was built on American soil. The Disney Company’s marketing mix (7Ps) determines the company’s competitive performance in different industries. It is an amusement park associated with the tourism and hospitality industry. Disneyland Park operates under its parent company, The Walt Disney Company, and was opened to the general public on 17th July 1955. In 1971, The Disney Company began designing Walt Disney World in Central Florida. The theme park attracts more than sixteen million tourists annually and has become one of the topmost recreational and amusement theme parks globally. Disney Land faces heavy competition from several amusement theme parks, however, such as

• SeaWorld Parks
• Universal Studios, USA
• Genting Highlands, Malaysia
• Chessington World of Adventures
• Islands of Adventure
• Europa Park
• Legoland Windsor

About Disneyland Park

• Type: Theme park
• Industry: Amusement and recreation
• Founded: 1955
• Founder: Walt Disney
• Headquarters: Anaheim, California, United States
• Area served: Worldwide
• Key people: Bob Chapek, CEO
• Number of employees: Approximately 20,000

Disneyland Park Product Strategy

Disneyland Park is one of the world’s oldest theme parks and resorts and has become a popular tourist spot because of its innovative products and studio entertainment. It offers its visitors various offerings suitable for all age groups.

The new Product Mix of Disneyland Park in 2024 is as follows (Source).

• Mickey’s Mix Magic: A projection of Mickey’s fireworks celebrating Mickey Mouse.
• Disneyland® After Dark: Sweethearts’ Nite: A special event with Sweethearts, unique menu items, and dedicated fireworks.
• Lunar New Year Celebration: A multicultural Disney California Adventure Park event featuring food, crafts, and entertainment.
• Disney California Food & Wine Festival: Offering culinary delights and beverages showcasing California’s flavors.
• Disneyland After Dark: Disney Channel Nite: An event focused on Disney Channel classics.
• Pixar Fest: A festival with a new parade, character experiences, merchandise, and a nighttime spectacular.
• New Rides: Tiana’s Bayou Adventure, based on “The Princess and the Frog”: This includes Din Tai Fung and other” firings in the Downtown Disney® District.

Disneyland Park Pricing Strategy

Disneyland Park has targeted local, domestic, middle-class, and international tourists as its company’s target market audience of customers. It is among parks and resorts first of its media and entertainment kind to the company’s target market to both kids and adults, thus appealing to a mass audience as it caters to families.

From its onset to 1982, visitors paid an admission or entrance fee for attractions and rides requiring additional tickets. Several coupons for various rides were printed, ranging from A to E. Later, the theme park issued a ticket booklet, Keys to the Kingdom, which had ten coupons for a single uniform rate, and they could be used on any ride irrespective of the ticket price. After 1982, individual tickets were dropped, and a single entrance fee was levied with free rides and attractions. It guaranteed a steady flow of income for amusement and Disney parks and theme parks everywhere, even if a tourist stayed for a minimum time. Moreover, the maintenance costs of theme parks and amusement parks were reduced considerably.

Disneyland Park’s distribution strategy for pricing strategy and distribution strategy for theme parks can be summarized as follows:

1. Tiered Ticket Pricing: Disneyland employs a tiered pricing system based on the expected days, allowing for price variation.
2. Seasonal Pricing Adjustments: Prices are adjusted according to peak and off-peak seasons.
3. Dynamic Pricing for Special Events: Special events and experiences may have different pricing, often higher than regular admission.
4. Package Deals: Disneyland offers deals combining park tickets, hotel stays, and dining options.
5. Annual Passes: Annual passes are available for frequent visitors, offering value through unlimited access and other benefits.

Disneyland Park Place Strategy

Disneyland Park is situated at Disneyland Resort in California. This theme park was built under the orders of Walt Disney and, since its conception, has seen several expansion plans. The theme park includes eight areas referred to as theme parks and occupies nearly one hundred acres of land.

Disneyland Park’s place strategy includes:

1. Multiple Locations Worldwide: Disneyland Parks are in various countries, offering global access
2. Strategic Placement: Each park is situated in a major tourist destination to attract many visitors.
3. Integrated Resort Experience: The parks are part of larger resorts that include hotels, dining, and shopping, providing a comprehensive experience.
4. Accessibility and Convenience: Parks are designed for easy navigation and include visitor transportation options.
5. Online Presence: Disneyland maintains a robust online presence for information, bookings, and virtual experiences.

Disneyland Park Promotion Strategy

Disneyland Park has adopted several marketing strategies for its target audience and creates and maintains its high brand visibility. Its ads are shown via television, radio, other media studio entertainment networks, newspapers, magazines, hoardings, various media and entertainment networks, and billboards. The theme park’s official website offers regular updates about offers, coupons, new rides, main attractions, and special events.

As part of its promotional activities, the amusement park organized a Halloween Party where several areas were decorated with Halloween-themed decorations. From November to the start of January, Disneyland Park is decorated festively and offers seasonal entertainment programs. It provides packages, special offers, military discounts, and seasonal coupons as part of its marketing strategy to attract new visitors and maintain brand loyalty.

It has positioned itself as a fun and happy place, keeping apt taglines like The happiest place on earth and Where dreams come true.

Some Recent Video ads and Print ads for Disneyland Park are:

Disneyland Park People Strategy

When discussing the “People” aspect of the service marketing strategy mix for Disneyland Park, it’s crucial to consider how employees (often referred to as “Cast Members” in Disney parlance) and customer interactions shape the visitor experience. This dimension of the marketing strategy mix focuses on the importance of human interaction in delivering the service and creating memorable experiences. Here are some key points regarding the “People” marketing strategy mix of Disneyland Park:

1. Cast Members’ Role: Disneyland Cast Members are central to the park’s operation and visitor experience. They are trained to perform their roles with high customer service, enthusiasm, and professionalism. Each Cast Member, regardless of their role, is expected to contribute to the magical experience of the guests.
2. Training and Development: Disney invests significantly in the training and development of its Cast Members. This training includes customer service excellence, safety protocols, and specific role-based skills. Additionally, Disney’s traditional training ensures all Cast Members understand the company’s history and values.
3. Diverse Roles and Interactions: The “People” of Disneyland include a wide range of roles, from frontline staff such as ride operators, characters, and retail employees to behind-the-scenes roles such as maintenance, management, and customer service representatives. Each role is essential in creating a seamless and enjoyable park experience.
4. Employee Empowerment: Disneyland empowers its Cast Members to go above and beyond to create magical moments for guests. This empowerment allows employees to make on-the-spot decisions to improve guest experiences, resolve issues, or provide special attention when necessary.
5. Cultural Sensitivity and Inclusivity: Recognizing the global appeal of Disneyland Parks, Cast Members are trained in cultural sensitivity and inclusivity to cater to the diverse demographics of its visitors. This ensures a welcoming environment for guests from all backgrounds.
6. Performance and Appearance Standards: Disney’s guidelines for Cast Members’ appearance and performance are designed to maintain the immersive experience of the park. These standards, known as the Disney Look, help ensure that the fantasy and cleanliness of the Disneyland experience are upheld.
7. Recognition and Rewards: Disney recognizes and rewards its Cast Members for exemplary service. This recognition can come in various forms, including service awards, public acknowledgments, and opportunities for career advancement within the company.
8. Customer Feedback Loop: The feedback from guests about their interactions with Cast Members is taken seriously, with mechanisms in place for guests to provide compliments or complaints. This feedback loop helps Disneyland continuously improve its service quality and guest satisfaction.
9. Community and Environment: The “People” aspect also extends to how Disneyland interacts with its surrounding community and environment. Disney’s corporate social responsibility efforts include community outreach, environmental initiatives, and philanthropy, all involving Cast Member participation and engagement.
10. Global Workforce: Disneyland Parks employs a diverse, global workforce, bringing a wide range of cultural perspectives and languages to the park. This diversity enriches the guest experience and facilitates communication with international visitors.

Disneyland Park Process Strategy

The “Process” element of the service marketing mix at Disneyland Park involves the operational procedures and mechanisms through which services are delivered to guests. It encompasses the entire customer journey, from planning a visit to post-visit engagement. Here are key points regarding the “Process” at Disneyland Park:

1. Booking and Reservation System: Disneyland’s booking and reservation system is streamlined for ease of use, allowing guests to purchase tickets, make dining reservations, and book FastPass selections online or through the Disneyland app. This system is designed to minimize hassle and maximize convenience for guests.
2. Entry and Admission Process: Disneyland employs a seamless entry process, utilizing technology like barcodes and biometrics for ticket verification to ensure a smooth, quick entrance into the park, reducing wait times and improving the guest experience from the outset.
3. Queue Management: The park uses sophisticated queue management strategies to minimize wait times for attractions. This includes using FastPass, virtual queues, entertainment, and interactive elements in waiting areas to enhance the guest experience.
4. Guest Flow and Navigation: Disneyland is designed to optimize guest flow and navigation through strategic park layout, signage, and the Disneyland app, which provides real-time information on attraction wait times, showtimes, and navigation assistance.
5. Ride and Attraction Operations: Operational processes for rides and attractions are meticulously planned to ensure safety, efficiency, and guest satisfaction. This includes regular maintenance, safety checks, and staff training to operate attractions smoothly.
6. Customer Service and Guest Relations: Disneyland has a robust customer service system, including guest relations centers in the park where visitors can get assistance, lodge complaints, or offer feedback. The staff is trained to handle inquiries and issues promptly and effectively.
7. Food and Beverage Service: The process for food and beverage service is designed for convenience, with a variety of dining options available, including quick service, table service, and mobile ordering through the Disneyland app to reduce wait times.
8. Cleanliness and Maintenance: Disneyland’s processes for cleanliness and maintenance are integral to the guest experience, with continuous cleaning throughout the day and scheduled maintenance for attractions to ensure the park remains pristine and operational.
9. Entertainment and Shows: The scheduling and execution of entertainment and shows are carefully planned to maximize guest enjoyment and distribute crowds throughout the park, offering multiple showtimes and utilizing reservation systems for popular events.
10. Safety and Security Procedures: Disneyland’s safety and security processes are comprehensive, including bag checks, security personnel, and surveillance systems to ensure a safe environment for guests and staff.
11. Accessibility Services: The park’s processes include provisions for guests with disabilities, offering accessibility services such as wheelchair rentals, access to attractions, and assistance from staff to ensure an inclusive experience for all guests.
12. Post-Visit Engagement: Disneyland’s process extends beyond the park visit through post-visit engagement strategies, including surveys for feedback, newsletters, and promotions to encourage repeat visits and maintain a relationship with guests.
13. Health and Safety Measures: Especially relevant in the context of health concerns, Disneyland has implemented processes for health and safety, such as enhanced cleaning protocols, health screenings, and modifications to park operations to comply with health guidelines.

Disneyland Park Physical Evidence Strategy

The “Physical Evidence” component of the service marketing strategy and marketing mix refers to the tangible and intangible elements that customers experience, which help to make the service more concrete and assure customers of their purchase decision. For Disneyland Park, physical evidence is crucial in creating a magical atmosphere and ensuring guest satisfaction. Here are key points regarding the physical evidence of marketing distribution and marketing strategy and mix of Disneyland Park:

1. Park Layout and Design: The meticulous design and thematic layout of Disneyland, including its iconic castle, themed lands, and attractions, serve as physical proof of Disney’s commitment to creating immersive experiences. Each area is carefully crafted to transport guests into different worlds, enhancing the overall experience.
2. Branding and Signage: Consistent and prominent branding throughout the park, along with clear signage, helps guide guests and reinforces the Disney brand image. This includes the use of recognizable logos, characters, and themed signs that are in line with the magical Disney experience.
3. Attraction Appearance: The physical appearance of attractions, including meticulous theming, attention to detail, and upkeep, is evidence of quality and authenticity. This includes everything from the exterior designs to the interior queue areas and the ride itself.
4. Employee Uniforms: Cast Members’ uniforms are tailored to match the theme of their work area, serving as a visual cue to guests and enhancing the thematic experience. These uniforms also signify professionalism and brand consistency.
5. Merchandise: The variety and quality of merchandise available for purchase, from clothing to collectibles, not only serve as souvenirs but also as tangible reminders of the Disneyland experience, reinforcing the brand’s image.
6. Cleanliness and Maintenance: The cleanliness of the park and the maintenance of its facilities and attractions are crucial physical evidence of Disneyland’s high standards. This aspect of physical evidence is critical for guest satisfaction and safety.
7. Dining Facilities: The thematic design of dining facilities and the presentation and quality of food contribute to the overall experience and serve as physical proof of Disneyland’s commitment to offering a comprehensive and enjoyable experience.
8. Technology Integration: The integration of technology, such as the Disneyland app, FastPass systems, and interactive queues, is tangible proof of Disneyland’s commitment to convenience and innovation in enhancing the guest experience.
9. Entertainment and Parades: The quality and production value of live entertainment, shows, and parades at Disneyland are vital forms of physical evidence. They demonstrate Disney’s expertise in entertainment and its effort to provide guests with memorable experiences.
10. Accommodations and Services: For guests staying at Disneyland resorts, the quality of accommodations and the level of service provided are critical physical evidence of the brand’s luxury and attention to guest comfort.
11. Safety Measures: Visible safety measures, including signage, barriers, and security and first aid stations, reassure guests of their well-being during their visit.
12. Landscaping and Environmental Design: The park’s meticulous landscaping and environmental design, including its gardens, water features, and themed environments, contribute to the overall aesthetic and are tangible evidence of Disney’s attention to detail.
13. Guest Services: The presence of guest service stations and the availability of staff to assist with inquiries and issues are essential forms of physical evidence, demonstrating Disneyland’s commitment to excellent customer service.

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