Price Premium Pricing Premium pricing is a strategy that will be adopted by

Price premium pricing premium pricing is a strategy

This preview shows page 14 - 16 out of 21 pages.

Price Premium Pricing Premium pricing is a strategy that will be adopted by Disneyland to convince and assure their guest that Disneyland offers a high-quality premium experience like none other. This strategy allows the company to maximize their profit margin and utilize their efforts in providing the best service quality to their guest. Product Bundle Pricing Disneyland introduced product bundle pricing strategy which combines the Disneyland entrance ticket fee, accommodation, and breakfast into one package for consumers to reap the discounted benefits. These packages may be bundled differently according to the specifications of each customer group. Discrimination Pricing Disneyland will offers special discounts only for the elderly, kids and students. This encourages more customers to come and experience Disneyland, thus allowing Disneyland to reach a wider market. Place Selective Distribution Strategy Disneyland is placed in several regions across the world such as Paris, California, Tokyo and so on. In addition, in all the Disneyland Theme Parks, there are Disney Store that offers its products to consumers and these goods are made only available at Disneyland in order to allow better control over the exclusivity of their brand image and quality of Disneyland. 14
Image of page 14
Promotion Advertising Disneyland has been advertising by using different types of advertising media and one of the advertising media it used is mass media . Mass media such as television, radio, film and so forth, can reach a huge of audience which will cover a wider market. Disneyland launched its television advertising on commercial TV and YouTube channel; and also use print media for advertising on newspapers and magazines, brochures, posters, flyers, banners, billboards, press releases and many more. Printing in newspapers and magazines helps Disneyland to achieve a wide coverage and target the market effectively. In addition, Disneyland can advertise online through online social media sites, blogs and search engines and also its official websites for overseas travellers. Disneyland also interacts with their target customers on social networks such as Facebook, Twitter and so on. Disneyland includes all the information about the Disneyland in the website so that consumers can get to know more about Disneyland at the tip of their finger and make purchase decision. Furthermore, Disney may also use different approaches as compared to the traditional advertising methods. One of such example is media vehicles , where advertisements exposed to travellers as the advertisements are placed on vehicles such as taxi, busses, or airplanes to effectively reach a wider audience. Sales Promotion Disneyland may offers membership cards to reward their loyal guest that can be used at any Disney Theme Park, Disney Resort Hotel, and Disney Stores. Customers who sought these benefits may enjoy perks such as valuable price discount, wonderful birthday privileges, exclusive park experiences, limited edition gifts and also member-exclusive event.
Image of page 15
Image of page 16

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture