UNIVERSAL O

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Amy Jo Kinzel

CUSTOMER NEEDS

Healthy food and beverage alternatives

Affordability

Resort Amenities

Resort/Theme Park Packaging Prices

Location – distance to/from attractions

Transportation to/from individual resorts

24 hour food and drink availability at resort

BUSINESS BACKGROUND

Began as a backstage tour through the Universal lot in 1962

In 1990, $250 million dollars was invested to open an East Coast version of the theme park

Major rides/attractions: E.T., Back to the Future, Revenge of the Mummy, Simpsons 3D, Terminator 3D

In 1996, CityWalk and Islands of Adventures were established

In 2004, Universal became part of NBC

In 2009, Comcast purchased NBC with the help of GE

In 2010, Wizarding World of Harry Potter opened

SITUATION ANALYSIS

Target Market Demographics: all age groups (infant to elderly)

Key factors that influence marketing: prices, customer satisfaction, temperature, weather, crowds

Customer comments: Do you have any salads?, I don’t really want soda so do you have anything else?

Target Market Survey Results: 50% of customers voted for a healthy alternative

Partners in the value chain: Pepsi, Sysco wholesale food distributors, national Beverage Inc.

Marketing channels: E-mail, social media, social networking, commercials, radio ads, billboards

SITUATION ANALYSIS

Legal/Environmental Threats: Food borne illness liability, cleanliness/sanitation, food standards, proper attire

Technological changes on the Horizon: quicker transportation upon delivery, better cost effectiveness and efficiency for storage

Societal and population trends: obesity epidemic, healthy stance

Top 3 Competitors: Disney, Busch Gardens, Six Flags

Pricing Strategy: based on competition, market conditions and seasonal options

TARGET MARKET SURVEY

Option A – Hot dog, french fries, soda

Option B – Hamburger, salad, fresh fruit, choice of drink

Option C – Salad, fresh fruit, water

Results:

Option A – 35%

Option B – 50%

Option C – 15%

Strengths: Loyal Customers Reputation Management Unique Products Wizarding World of Harry

Potter Leading market position Strong brand equity

Weaknesses: Lack of communication

between departments Recent movie flops Not innovative

Opportunities: Innovation On-line Product/Services expansion Global expansion Acquisitions

Threats: Competition Economic slowdown Price wars Piracy FCC Regulatory issues

SWOT & COMPETITIVE ADVANTAGE

MARKETING STRATEGY & GOALS

STRATEGYGive our target market healthy alternatives for food and beverages when visiting our resort and/or theme parks. Our key core competency is our customers and we want to keep them happy and we will be helping keep them healthy at the same time. It’s a win-win for all parties involved!

GOALS1) Develop suppliers that will aid in

the price determinants for both our company and our customer base.

2) Develop distribution centers that could also help with costs and transportation.

3) Use third party polls, private entities and company polls to determine appropriate healthy alternative selections.

4) Maximize exposure through marketing channels, promotional events throughout parks or hotels and great customer service.

“A goal is a dream within a deadline”

Join us for an Upcoming Event:

Who: Everyone’s invited!!

What: Taste testing of our new healthier alternatives – fresh fruit salad, wraps, smoothies and more!

When: Saturday, August 4th from 1:00 pm – 5:00 pm

Where: Out front of Karl Strauss Brewing Co. at Universal Studios CityWalk

Why: We would like to give everyone the chance to taste our new menu options that will be served throughout the parks and at the resorts.

How: Just come on by and grab a sample or two of our new healthy alternatives and tell us what you think!

Sample Facebook posts and/or tweets:

Looking for a theme park with healthy food alternatives??!! Well you’ve found it! Come visit Universal Orlando and enjoy a day of fun in the sun and cool off with one of our new fresh fruit salads, wraps or a cold smoothie! It will be sure to hit the spot!

Universal Orlando Resort is now offering healthier alternatives for meals, snacks and beverages! Come enjoy a day at any of our resorts, parks or CityWalk and try some of our new salads, wraps and smoothies!

FLYER & CREATIVE/MEDIA

BUDGET & CONTROLS

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CALL TO ACTION

Give the people what they want…Offer healthy choices!!!!