4 P’s: Product: Disneyland Hong Kong is the smallest Disney park (1. 3 square kilometers). It consist of the Theme park, two hotels and retail, dining and facilities. Disney Land Hong Kong offers lots of entertainment. It is a real family park, entertainment for all ages. In time of seasonality and special events there is additional entertainment, like themed parades. The Walt Disney cartoons are recognizable for the children from television. This is what sets Disney apart from its competitors. The park has attractions like the Buzz Lightyear Astro Blasters and Tarzan’s Treehouse. For children these characters come to life and it really is an experience. They have trilling rides and Broadway-style shows. There are also nine shops, eight restaurants and guest service facilities. You can overnight in the Disneyland Hotel and the Disney’s Hollywood Hotel. Price: Ticketing |Adult |Child* |Senior | | | |(3-11) |(65 or above) | |Regular days |HK$295 |HK$210 |HK$170 | |Peak Days & |HK$350 |HK$250 |HK$200 | |Special Days | | | | Children under 3 – free. Tickets include all rides and shows within the park. Annual Pass |Category |Theme Park Access |Price | | | |Adult |Child* |Student Senior | | | | |(3-11) |(12-25) |(65 or above) | |Value |Valid on most weekdays; |HK$650 |HK$460 |HK$460 |HK$370 | | |more than 230 days; | | | | | | |some block-out dates apply | | | | | |Deluxe |Valid on most weekdays |HK$1,300 |HK$930 |HK$930 |HK$740 | | |and weekends; more than | | | | | | |340 days; some block-out | | | | | | |dates apply | | | | | |Premium |Valid all year-round |HK$1,800 |HK$1,250 |HK$1,250 |HK$1,000 | *Children under 3 – free. Tickets include all rides and shows within the park. One-day tickets to the park cost 26 euros for adults and 18 euros for children under 12 on regular days, and 30 euros for adults and 22 euros for children on special days. There is also a special discount tariff for senior citizens. The park’s regular opening hours are from 10am till 7pm. They have Special Offers to attract more customers. Hotel packages such as Stay and Play for 2 days; stay one night in a there hotel and two days at the Park. Ticket offers such as the In-Transit Easy Pass; any transit passengers departing Hong Kong on the same day of their arrival could save up till 40%. And a package offer; buy 2 and get 1 free. There will always be potential customers who have never been to Disneyland and they’re willing to pay a high price to go. A high price would be a optimal price. Most people who have been there said that they had a magical time, people will think it is something they have to do at least once in their life. Place: Hong Kong Disneyland is in Lantau Island, located in Penny’s Bay (North). It is 10 minutes from Hong Kong International Airport and less than 30 minutes by train or motorway from downtown Hong Kong. The Public Transport Interchange comprises bus terminus, bus stacking area, taxi pick-up/drop-off areas and other ancillary facilities (including toilets and guest relations centre). Hong Kong has 7 million citizens (most of them could afford a ticket), thus, this is a great place to set up something like Disneyland. Disney has incorporate Chinese culture, customs and traditions when they build the resort to avoid cultural problems, including adherence to the rules of Feng Shui. Michael D. Eisner and Donald Tsang said,: Hong Kong Disneyland is a symbol of cooperation, friendship and understanding between Hong Kong and the US. Promotion: Before the park was opened at September 12th 2005, Coca-Cola and Disney launched a ‘’Gold Cap’’ promotion in China. The promotion offered 10,000 winners a 3-day free trip to Hong Kong Disneyland. They promote themselves also through the internet, with their website and through travel agencies. They encourage travel agents to include Disney on any tourist visits to Hong Kong. Especially on Chinese television and on the internet (for example: YouTube) they show promotion videos and they offer special packages. They want to expand, there is space to expand and the shareholders want Hong Kong Disneyland to be a tourist destination in Asia. Because they want to expand, they come in the media, what also promotes Disneyland Hong Kong. Segmentation: Disney Land Hong Kong is paying more attention to the Chinese population. The Chinese often have the same characteristics or behavior. That is why they build the park adherent to the rules of ‘Feng Shui’. Targeting: undifferentiated marketing (mass). They mainly focus on children and youngsters. Disneyland is also based on the cartoons from the movies for children, like Mickey Mouse. There is not a lot of competition and there are almost no substitute products. The buyers don’t have a lot of power, because Disneyland has so many visitors. Positioning: Disneyland Hong Kong is positioned on the basis of experience and entertainment.
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