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Disney Assignment
I'm a travel and tourism student and i'm doing an assignment on Disney for my promotional materials unit in college.
The assignment is made up of about 25 pieces of criteria that I need to cover, i've done most of it but theres a few bits i'm stuck on for what to write in detail and was wondering if you could help.
- How Disney meets the needs of its customers
- Segments of the market that Disney COULD appropriately target
- Aspects of the marketing mix that Disney uses
(product, place, price, promotion)
- Promotional activities that Disney uses.
(advertising, direct marketing, displays, public relations, sponsorship, demonstrations, sales promotions, personal selling)
- Why Disney uses the types of promotions it does
I'm doing about Disney as a whole, not just the disney worlds/movies/merchandise but the studios, cruise lines etc... just everything Disney!
thankyou
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I just wanted to comment on promotional activities that Disney uses...
When Pocahontas was released... Disney animators were sent on a tour of malls nationwide. The animators would show children how the main characters were drawn and skim over the steps of the animation process. I don't know when Disney last did such a promotion, but I'm sure there have been several since then.
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1) It has got a range of activities, plays, rides etc. which can be for all of it's customers, primarily children. It puts on parades where nearly all of the famous disney characters are seen and the characters themselves interact with the visitors. It also ensures that even the adults and teens have a fun day by including rollercoasters etc.
2) It mainly focuses on children, but it could try and attract more teens and adults.
3) It re-releases the more classic Disney films in better quality (at the moment, they've released the Platinum edition of Sleeping Beauty), they make numerous toys for children including costumes for them to dress up in. Not really sure about the price, but they mainly use TV adverts to promote them.
4) Should you ever go to Orlando, you'll see billboards advertising Disney everywhere and all aspects of it. It also mainly uses the TV and it's reputation to attract families. To keep it going, it creates new rides for everybody to enjoy and is constantly trying to improve what it's got to make it even better.
5) In Florida, it relies upon leaflets and the billboards to advertise. Whilst in other countries, again, it will use television to advertise what it's got and what offers it's making to families.
I hope this helped,
triquetra
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