Park

Rapunzel Park is a theme park based on the movie “tangled”. It created an illusion reality, and it is a dreamlike world. You can do lots of interesting things in it. Such as……

• You will see Rapunzel , Flynn Ryder and all the characters in the “Tangled”. You can take pictures and dance with all of them.

• You can ride Maximus and play with Pascal.

• You also can climb a tower with 300 meters golden hairs. (you have safety precaution)

You can see the movie “Tangled ” with 3D as many times as you like and you can act or dub for one of the characters in this movie.

In Rapunzel Park you will find dolls with all the characters and the clothes that they wear. You also can buy a wig which has same beautiful hair with Papunzel’s.

• At night, the best place for the couples is the lake. You let out a fly lantern and row a boat while listening this beautiful song “I see the light”.

That is romantic……

Consumer profiles

Demographics

Age

The primary target market for the park will be the pre-customers(0-9), the allowance customers(10-15) and also their gatekeepers.

Why we are focusing on these age demographic: children always like cartoon and colorful things, so that theme parks have magic power to attract kids. The tickets are expensive and the children have to go with their parents. Therefore, the gatekeepers are also important.

The secondary target age demographic is the youth market(16-19) and the postsecondary market(20-25).

This demographic is made up of people who are young, full of energy and some of them are falling in love. They need a interesting place to amuse themselves. Rapuzel Park is a wonderful place for them.

Gender

Both male and female like to play in a park. Therefore, the gender demographic is not important.

Family life cycle

• Both of the primary target and secondary target (except for the gatekeeper) are most likely the single and never married.

• The gatekeeper should be married and have small children.

Income level

The tickets and the products were sold expensive, so our target market should have a high income level to pay for it.

Ethnicity and culture

Our target market will be people who likes cartoons and fairy tales, and also who want to relax themselves enjoy in a paradise. Especially for people who likes the story of Rapuzel.

Psychographics

Our target market should be people who likes cartoons, fairy tales, merry songs and like to enjoy their life.

Geographics

Our target market almost should live in urban and suburban. The tickets is expensive, our target market should have a high level income.

People Live in urban and suburban are convenient for transportation.

The Marketing Mix

Product Mix

• The Rapuzel Park will brand with the “Disney” symbol.

• The Marketing research shows people was trust about the brand of “Disney”. People in Tianjin is expecting a theme park, because the only park in Tianjin was pulled down instead of a museum.

Promotion Mix• We can through TV, internet, newspaper and people’s

mouth to promotion. On our advertisement, we will show how wonderful the land is. We will show the pictures of couples and families with happy face. In our advertisement we should let people know Rapuzel Park is a romantic place and you will enjoy it.

• In the advertisement, we mention we will give a discount for couple tickets and family tickets, to attract their gatekeeper. And sell at twenty per cent discount for students. Especially at the holiday.

Pricing Mix

• The price for one ticket is 150 RMB.• Our target market mostly are young people,

so we will provide discount for the students.• At vacation, we will also sell at a discount to

attract people spending their time in Rapuzel park instead of somewhere else.

• To attract the gatekeepers, we will provide family tickets (3 tickets-300RMB) and couple tickets (2 tickets-222RMB).

Place MixI choose Tianjin DongLi District for the park. The reason is:

1) There are not crowd and I will have enough space.

2) It almost in the center of Tianjin, whatever where people live, they are not too far to get the park.

3) It has very convenient transportation. Near the park, there is a thruway, 3 main roads, and 4 subways.

4) Spending 15min you can arrive the airport, 20 min can arrive Tianjin downtown, 30 min can arrive TEDA. 1 hour can arrive Beijing.

Conclusion

Rapuzel Park is a wonderful land. It is a keepsake for the movie “Tangled” and it will make this movie become an eternal classic.

Building a theme park is expensive, it will cost lots of money and manpower. However, people will be attracted toward Rapuzel Park and would like to pay for the tickets.