Greece- Disney Campaign Project 2012
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Transcript of Greece- Disney Campaign Project 2012
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Alexa KiffelCaroline Saba
Erin NannaMaureen Lowe
DISNEYLAND GREECEInternational Marketing
May 3, 2012Dr. Chelminski
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Créte, Greece
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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
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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
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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
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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
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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
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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
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Marketing StrategyAdaptation
– Language – Greek & English– Olympic Games Park– Greek Disney Characters– Greek Food
Standardization– Same Disney “magic”– Four Main Parks– Traditional Disney Characters
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Target market• Young Parents• Families with
children• Age range: 23-50
• Income level:$22,000–$40,000
• Geographic location: Greece• Tourists from neighboring
countries
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IMC Campaign
Magazines
Television Commercial
TravelSocial Media
Newspaper
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“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
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Print Ad
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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
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TV Commercials• Standardize these• Remain the same as the commercials in US• Cost less, same message across • Target audiences are the same (families)
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Travel• Travel agencies: pamphlets• Taxis: advertisements• Airlines: pamphlets
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Social Media
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27%
24%20%
16%
12%
Total Expenditures
Magazines
TV Commercials
Newspaper
Social Media
Travel
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Sales Promotion
Discounts• Coupons• Premiums• Contests
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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)
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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
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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
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Ethical Challenges
• Unwanted building– Issue with the locals?
• Labor standards– Can’t take advantage of economic crisis
• Lower price than Disneyland Paris – fair?
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Thank you!