The goal of this task is to understand and apply the marketing communication ideas via the literature, journal and ideas to analyze the market of Hong Kong Disneyland. Also, use all of the communication, promotional blend, SWOT analysis and DAGMAR approach examine the Hong Kong Disneyland to be able to discover successful and offer some improvement for the coffee lover.
Market Situation and Competitive Analysis
There are only two theme parks which can be Ocean Playground and Disneyland in Hong Kong. The fascination point of Ocean Park is to provide enjoyable and adventure game titles for teenagers. Conversely, the propensity of Disneyland is illusion and delivers spectacular service to the customer. Although they are in the same industry and provide similar service to customer, they do not have the immediate competition or issue, because their aim for customers are totally different as Disneyland is targeted by children and family oriented. Recently, there are extensive Chinese tourist visit Hong Kong under the new insurance policy condition. They will become the potential concentrate on group for Disneyland in the foreseeable future.
SWOT Analyze
For the Strength
Hong Kong Disneyland is joint venture between your Walt Disney Company and the Hong Kong Federal government which maintain 43 percent and 57 percent stake in the park (Groves, 2009). The strong financial support and resources backup make sure the development of theme park would be valued and constant.
Simultaneously, due to investment comprised by the two big investor-Walt Disney, which includes enough experience in working the theme parks in several countries and the Hong Kong Authorities, that includes a high credibility has created a solid brand reputation to Hong Kong Disneyland in order to enhance the assurance and prospects to the visitors.
For the Weakness
Hong Kong Disneyland is the tiniest set alongside the other Disneyland surrounding the world. That is why it includes less sights and trips, and the park has only four of the usual five main areas and the scale are much small and only provide the guests with basic Disney experience.
Second, the video games are falling aside and outdated, as all the video games in Hong Kong Disneyland are duplicating from others, which are getting old and practices, many of the tourists, whom have been to Disneyland in Tokyo or others, were unenthusiastic with the small size theme area.
For the Opportunity,
In Hong Kong, a reports from the Hong Kong Retail Survey Q1(2012) showed a total of 36. 03 million people went to Hong Kong this year 2010, up 21. 8% calendar year on-year, that are mostly, came from China and Asia parts. As the Hong Kong Disneyland is one of the famous scenic spots, the potential customers which are near Hong Kong would bring out a large variety of customers turnover rate and gains.
On the other side, the inclinations of parents are trended in forcing their children to join the training activities, and Disneyland is a place for children to take pleasure from and also have fun. Besides, they have many theaters and places which can set up a lot of activities.
In addition, the family parts in Hong Kong are increasing, they favor to stay more with the family. Bring along with children and elderly to theme playground could benefit from the service in trips, restaurants, video games and even the hotels. It really is fit for the theme recreation area that brings about the family focused feeling.
For the Threat:
The Hong Kong Disneyland is facing the strong competitors from local and mainland. The growth of Ocean Recreation area has generated more games and opportunity, to entice more visitors. Aswell as, the new theme park development in China regions, Shanghai Disneyland will be grant open in December 2015. In that time, a sizable number of holidaymakers visit the new and bigger theme area whether than the tiny one Hong Kong Disneyland.
In addition, the loss of beginning in Hong Kong also influenced the future of the theme area, due to monetary factors, people are being avoided to own baby. As the mark customers in Hong Kong Disneyland are mainly for young people, if this sensation decreases continually, the client turnover rate may be affected.
The Role of IMC Branding
With a lot more products and services provide to consumers, the development and preserved brand id become significantly important.
According to the Hong Kong Disneyland, there are five factors- Name, Brand, Slogan, Goal Customer and Disney Individuals. The campaign theme of Hong Kong Disneyland is "Where Dreams BECOME A REALITY!" The emblem designs are come with castle, star and the name of the Disneyland. The primary colors are crimson, yellowish and red. And, the playground has its only Disney cartoon assignments like Mickey Mouse button and Minnie. Furthermore, the mark customers of Disneyland derive from demographic segmentations. The mark customers of Disney will be the 4 to 15 year-old children and family. Therefore, the playground should think of the marketing expert design, deals and promotion to complement their preference, for example multi-colored ad and attractive packaging.
Marketing Strategy - Packaging
Packaging is one of the IMC approaches which is a type of relationship that comes to mind when customers take into account the brand. Inside the Disneyland, they crammed the recreation area as a fairy tale world with six areas based on their Disney reports. They are Experience Land, Main Streets U. S. A, Toy Story Land, Tomorrow Land, Grizzle Gulch and Illusion Land. In each land, their adornments, music, food styles, and the atmosphere are matched up with the theme. The customers can receive the joy experience through these six lands. In addition, the product packaging strategies of Disneyland are not only focusing on the internal part, but also the external part that they use variety of promotion stations to boost the brand value of Disneyland.
Marketing Marketing communications Strategies
The marketing mixes of Disneyland are showing up in several types. They are simply mainly focusing on magazines, newspapers, Television set advertisements and posters.
TV advertising and Poster
Disneyland TV adverts usually play within 8 to 10 p. m. through the dining time, because it is simpler to get the mass audiences and family communities. For example, the concept of 2012, Disneyland Halloween advisement is to remind the audiences about the Halloween event. Using Tv set advertisements can appeal to and deliver text messages to a more substantial quantity of watchers effectively. Alternatively, the similarity between posters and TV adverts are both of them could attract significant amounts of consumers in a short period of times. As well as, posters can put in place everywhere to attract the customer, including the MTR train station, bus stop etc.
Magazine and Newspaper
By using the mag and newspaper adverts, detailed and kept up to date information can be provided and sent to consumers. And Disneyland got posted this article through these medias, in order to promote their new destinations. The advantages of these are up to date and climb consumers enthusiastic about the function. However, it is not a useful way, as now consumers are more rely on the internet to get messages.
Other Medias
Disneyland had asked Jacky Cheung and Angelababy to be its spokesmen. Aswell as, it offers jv with the MTR Organization to build up its MTR teach and station to highlight the experience to the consumers. Besides, with the purpose of increasing the reputation, the Disneyland has asked the singers or artists to try out and join the event to create the celebrity impact.
Nowadays, children are spending a lot of time to see the Internet rather than watch Television or read newspaper advertisements. In September 2001, Internet surfers spent an average of 10 hours and 19 minutes online each day. It means that the web marketing has a great opportunity and more appealing to build up. Therefore, the craze of marketing communication should shift from TV advertising to Online marketing in order to reduce the cost and improve the effectiveness.
Promotional Mix
The Promotional Mixture of Disneyland is including advertising, direct marketing, personal advertising, sales campaign and pr.
For the non-public advertising, Disney has launched the service to set up the Fairly Story Wedding and Birthday Party to the consumers, like the Cherrie Ying-Choi Yi and Jordan Chan was positioning the marriage in the Disneyland since 2010. Kenny bee's child was holding the birthday party in the Disneyland hotel, as well as established the ticket counter-top in various place, such as convenience store.
For the advertising, it includes parade, firework and sticker collection. The parade and firework start at the standard time on every day. And, the children can gather different kind of the Disney characters sticker from the personnel.
For the sales deals, the Hong Kong Disneyland would hold special events atlanta divorce attorneys season. For example: Halloween, Chinese New Yr and Holiday, with special decorations and unique entertainment to rejoice the festivals.
Last but not least, for the general public relations. Disney develops a junior program, Disney children's programs in private hospitals, children's fund and Disney scholarships. These programs are providing the unique opportunities for the kids to come quickly to Hong Kong Disneyland along and gain the learning experience in life and inspire students' creativity.
Appeals and Execution Style
For the advertising appeals, when visitors are observing the Disney advertising, such as Television advertisements, Posters, designed to use the relaxing approach have make them feel excited, contentment, warmer and joyful. These thoughts would bring along with the pursuits on the new entertainments or facilities in the playground.
For the execution techniques, there's three main points. First of all, for the imagery, the Hong Kong Disneyland has a castle and their unique Disney cartoon characters. For instance: Mickey mouse, Minnie, woody. Second of all, The Animations which shown on the television advertisements, have sights, motions and looks, those perceptions can arouse the audience's attention. Finally, for the dramatization, the playground has created its own sounds and dramas. For example, the fantastic Mickey, happening of lion king, has some connection with the kids and family.
The dynamics of communicationMacintosh HD:Users:user:Desktop:Screenshot 2012-11-10 at 01. 50. 40 AM. png
Sender Encoding
In the communication process, Jacky Cheung and Angelababy play an essential role in appealing to attentions to the Disneyland's advertisements and deliver the "Where dreams become a reality" concept, as well as influencing how well it is received by the children. Disneyland's goal is to encode the "Where dreams some true" note in such way that it'll be understood by the target customers.
Channel Message
In advertising, Disneyland use IMC approach to deliver the center message or interpretation to the client. Furthermore, Disneyland has variety promotional route to distributed and deliver their communication to people children and faithful customer. For personal route, Disneyland supplies the story book wedding and party for their members. At the same time, Disneyland also offers non-personal channel of communication. They have both prints advertisements and broadcast medias. For example, newspaper, direct mail and Television commercial broadcast over a prime-time.
Receiver
Children are the recipient in this communication process. They can get the delight and perception from the channel note created by the Disneyland. For example, Disney created a dark world theme and horrifying feeling in Halloween. If the children can really enjoy this sense in the advertisement that means these are understand and effectively interprets the actual Disneyland is wanting to connect.
Noise
Throughout the communication process, errors or problems might occur in the encoding of meaning. When the children are viewing the Disneyland's advertising campaign on the web and a challenge occurs in the sign transmission, it will definitely interrupt their reception.
Feedback
When the kids received and clearly know all the information by the ad, they will go there and present back reaction to the Disneyland.
Hence, Disneyland has a wonderful communication experience with their goal customer, for the reason that they understand children is their target audience is, and they provide right stations, right medias and right time to provide the message.
Pros and Cons
Hong Kong Disneyland has used different route to talk to the clients. However, the utilization of the marketing communication which has brings out a few of the advantages and disadvantages. Firstly, based on the pros,
Appropriate marketing communication Channel
Communication mass media can convey messages for larger individual systems which serve such purposes as instruction, information, and entertainment. The strategies of media advertising to the Hong Kong Disneyland with audience are extremely appropriate. And, the theme playground has use of difference medias to copy its information and the up to date emails to mass consumers effectively, such as use broadcast media to appeal to the highly audience, Along with the posters in advertising light containers to activate the individuals' attentions.
Successful celebrity effect
Disneyland use of the celebrity effect successfully, in order to persuade their theme recreation area, Yang & Lo & Wong, (2012) says that "The consumers might expectations that they become similar to the celebrities by consuming these brands. " As stars could represent and match the brand image, it offers invite the music artists such as Joey Yung to tried out the game titles with customers, they share and exposure in several communal network to have the highly attentions from the city.
Organized of personal selling
The theme playground has a good personal advertising in providing a convenience solution channel of face- to- face and via internet, that your consumers not only can buy the tickets in the area access, they can also buy in the convenience store of circle k and the booth set up in the Hong Kong Stop, as well as online payment, which provides an adequate service and experience to the consumers.
Diversification of the festival theme and food style
One of the appeal point in Disneyland is they will celebrate the Chinese language and Western celebration each year such as Chinese language New Year, Easter, Christmas, Halloween etc. Alternatively, Disneyland also provides different shape of food related to people festivals. For instance, they produce gingerbread man cookies in Christmas to attract the kids.
Well assisting facilities
Disneyland offers a good supporting center for their focus on customers. It is because they have got two Disneyland hotels, MTR Train station, Disney shuttle bus and Disney train. It creates an impressive image for the customers, as the transportation network is vast. In fact, Disney's markers make use of this channel to market their theme park and build-up the reputation as well as in the development of new destinations.
Second, Bottom on the Cons
Limited sales promotions
There has limited sales special offers in the Hong Kong Disneyland. As now, its main hazard is the competition from different places, and the theme recreation area had only supply the discounts of annul move to the faithful customers, as well as advertise in the medias. Think about the vacationer? The park does not have any other promotion or discount wanted to attract the target customers.
Insufficient interactive activities
On the other hand, limited conversation with the consumers in the theme park, as the relationship effect could impact the buyer experience accordingly and directly, aside for the assortment of stickers, there's no chance to compare with the other Disneyland.
Unappealing tv advertisement
The Medias advertising in television set aren't attractive, which only emphasize the new attractions to the audience. As the advertising could show the benefit to the consumers of using the product or service they'll get inspired to buy it. (McMains, 2009), However, the playground has not presented the emails or any special to the consumers and it could never get in the audience mind.
Lack of education and ecological activities
Since the Hong Kong Disneyland got exposed for a several years, but the population flow is often not too many. Among the reasons is they do not have the education and ecological pursuits like ecotourism which means travel to an all natural places, typically under the guidance of any naturalist, for the intended purpose of learning about the surroundings. Disneyland's marketers just give consideration on produces the fantasy atmosphere throughout the park.
Lack of immediate marketing and Internet marketing
Referring to the above analysis, we can see that the immediate marketing and Online marketing of Disneyland is very few. They just send email with their member for the immediate marketing and use Facebook to talk to them. It is not enough for a big company to market their product or brand in a high technology population. They should think about using other effective solutions to deliver the concept to their market.
Recommendations
Based on the opportunities and the risks, as well as the negatives of the Hong Kong Disneyland, the suggestions have been designed to the theme park
Establish of advertising storyboards
According to the cons of the unattractive advert, the Hong Kong Disneyland should create advertising storyboards or dialogues in order to get the high impressions to the audient. Relating to Davenport 2010 stated that "The best advertising storyboards utilize laughter or poignant thoughts to evoke a reply from viewers, " A particular adverting can affect the mind of the audience and word of mouth. The area can create an advertising storyboard predicated on the slogan "where in fact the dreams become a reality" and uncover the family focused message which are suited to with the marketplace situation and opportunities. Beside, independent the advertising campaign into few parts to guide the audience can maintain their mind.
Increase of interaction
Interactive activity can talk to consumers immediately, so, establish the knowledge to the customer, and boost the connection from the employee to the guests in very important. The Disneyland must start more activities and promotions. For instance, the advertising campaign of accumulate stamps or the entrance in a specific target can win one free seat tickets or present to encourage the consumer to come again to be able to wthhold the faithful customers.
Strengthen the sales promotion
Based on the threat, the Hong Kong Disneyland is currently facing the tournaments with different theme parks, including the direct rival from Ocean Area. In order to win your competition, it should boost the sales promotions which are believed to change the accepted price-value romantic relationship by increasing the worthiness and/or lowering the purchase price (Burnett 2000). For example, cooperate with the travel agency to develop a kind of price deals which always be included the cheaper tickets or hotels to the holiday and create the opportunities of the Disneyland. For the neighborhood customers, it can learn from the competitor of Ocean Recreation area, offer discount with a free of charge solution to who are in birthday, people would come and bring along the family members or friend along. It can improve the numbers of entrance from consumer as well.
Joint activities with academic institutions and educational institutions
The Hong Kong Disneyland can joint more different kind of activities with college and educational institutions such as carnival, attracting course, day camp etc. These occurrences aren't only can attract more customers, but can also add the value to children. Recently, environmental educators are joining visits to natural areas into their environmental learning programs for principal or secondary institution students. A study report mentioned 8-17 years of age young peoples who are agreed that learning in natural environments is more attractive. Disneyland can through environmentally friendly education channel to add the experience for those children. If the parents feel that Disneyland provides other learning experience with their child, they would be willing to look there several time.
Develop Internet online flash games for child
Internet is a good communication and information-gathering tool. The rates of Internet diffusion are fast and powerful. To be a quickly grow of more radiant internet surfers, Have used the internet for "fun" communications via text messages or communal medias, browse in the website, download music or get information in films, and other leisure activities. It implies that internet marketing has a great prospect of development and Disneyland can through this route to derive the text messages to the teenagers, because they spend a lot of time in the Internet. They are prepared to watch advertisements and media in Yahoo alternatively than in television or publication. Therefore, the development of Internet market is the general trend. As much Hong Kong children like doing offers, Disneyland can create some online games to allow them to increase their brand loyalty and experience.
Develop mobile marketing
In consumer marketplaces, mobile marketing has made an enormous potential platform for providing business services. The immediacy, interactivity and range of motion of cellular devices give a novel platform for marketing. The good thing about develop Mobile Marketing makes it possible for companies to straight talk to their market in everywhere whenever. Consequently, Disneyland should create their theme park application (APPS) or QR code to let the target customer check out the information more convenience. Practically, it is a low cost but high effective communication route.
