Submitted To:

Prof. Manali Paradkar

16-3-2011

Service Marketing - Disneyland

Submitted By :
Sneha Choithramani 08
Girish hassija18
Soni Khemani 28
Jyotsna Nimbalkar38
Shreejish Radhakrishnan48
Jeetu Varma58
 Service Marketing – Disneyland

“To all who come to this happy place:

Welcome. Disneyland is your land.

Here age relives fond memories of the past,
and here youth may savor the challenge and
promise of the future. Disneyland is dedicated
to the ideals, the dreams, and the hard facts
that have created America, with the hope that
it will be a source of joy and inspiration to all
the world.”
—Walter E. Disney

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 Service Marketing – Disneyland

INTRODUCTION

Disneyland Park is a theme park located in Anaheim, California, owned and operated by the
Walt Disney Parks and Resorts division of The Walt Disney Company. Known as Disneyland
when it opened on July 18, 1955, and still colloquially known by that name, it is the only theme
park to be designed and built under the direct supervision of Walt Disney. In 1998, the theme
park was re-branded "Disneyland Park" to distinguish it from the larger Disneyland Resort
complex.

Walt Disney came up with the concept of Disneyland after visiting various amusement parks
with his daughters in the 1930s and 1940s. He initially envisioned building a tourist attraction
adjacent to his studios in Burbank to entertain fans who wished to visit; however, he soon
realized that the proposed site was too small. After hiring a consultant to help determine an
appropriate site for his project, Walt bought a 160-acre (65 ha) site near Anaheim in 1953.
Construction began in 1954 and the park was unveiled during a special televised press event on
July 17, 1955.

Since its opening, Disneyland has undergone a number of expansions and renovations, including
the addition of New Orleans Square in 1966, Bear Country (now Critter Country) in 1972, and
Mickey's Toontown in 1993. Disney California Adventure Park was built on the site of
Disneyland's original parking lot and opened in 2001.

Disneyland has a larger cumulative attendance than any other theme park in the world, with close
to 600 million guests since it opened. In 2009, 15.9 million people visited the park, making it the
second most visited park in the world that calendar year.

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 Service Marketing – Disneyland

Introduction to Services marketing

Services marketing is a form of marketing which focuses on selling services. Services can be
tricky to sell and the marketing approach for them is much different than the approach for
products. Some companies offer both products and services and must use a mixture of styles; for
example, a store which sells computers also tends to offer services such as helping people select
computers and providing computer repair. Such a store must market both its products and the
supporting services it offers to appeal to customers.

When people market services, the goal is not to get customers to buy a product, but to get people
to do business with a particular company, often in a specific location. For example, a restaurant
offers a service: It provides food to customers, both on-site and in to-go form in many cases.
When the restaurant markets itself, it must convince people that it is preferable to other
restaurants and that its facility is worth the trip.

Characteristics of a Service

What exactly are the characteristics of a service? How are services different from a product? In
fact many organisations do have service elements to the product they sell, for example
McDonald’s sell physical products i.e. burgers but consumers are also concerned about the
quality and speed of service, are staff cheerful and welcoming and do they serve with a smile on
their face?

There are five characteristics to a service which will be discussed below.

1. Lack of ownership.

You cannot own and store a service like you can a product. Services are used or hired for a
period of time. For example when buying a ticket to the USA the service lasts maybe 9 hours
each way , but consumers want and expect excellent service for that time. Because you can
measure the duration of the service consumers become more demanding of it.

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 Service Marketing – Disneyland

2. Intangibility

You cannot hold or touch a service unlike a product. In saying that although services are
intangible the experience consumers obtain from the service has an impact on how they will
perceive it. What do consumers perceive from customer service? the location, and the inner
presentation of where they are purchasing the service?.

3. Inseparability

Services cannot be separated from the service providers. A product when produced can be taken
away from the producer. However a service is produced at or near the point of purchase. Take
visiting a restaurant, you order your meal, the waiting and delivery of the meal, the service
provided by the waiter/ress is all apart of the service production process and is inseparable, the
staff in a restaurant are as apart of the process as well as the quality of food provided.

4. Perishibility

Services last a specific time and cannot be stored like a product for later use. If travelling by
train, coach or air the service will only last the duration of the journey. The service is developed
and used almost simultaneously. Again because of this time constraint consumers demand more.

5. Heterogeneity

It is very difficult to make each service experience identical. If travelling by plane the service
quality may differ from the first time you travelled by that airline to the second, because the
airhostess is more or less experienced.
A concert performed by a group on two nights may differ in slight ways because it is very
difficult to standardise every dance move. Generally systems and procedures are put into place to
make sure the service provided is consistent all the time, training in service organisations is
essential for this, however in saying this there will always be subtle differences.

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 Service Marketing – Disneyland

7 PS OF SERVICES MARKETING

Marketing services is different from marketing goods, and the marketing tools and practices
developed for goods marketing are often not directly transferable to the marketing of services.
There are several major differences, including:

 The buyer purchases are intangible

 The service may be based on the reputation of a single person

 It's more difficult to compare the quality of similar services

 The buyer cannot return the service

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 Service Marketing – Disneyland

The differences have resulted in a divergence in the education of services marketing versus
regular marketing. Apart from the traditional "4 P's," Product, Price, Place, Promotion, there are
three additional "P's" consisting of People, Physical evidence, and Process.

Product
It refers to the creation of a service concept that will offer value to target customers and satisfy
their needs better than competing alternatives. This consists of a core product that responds to the
customer primary need and an array of supplementary service elements that are mutually
reinforcing value-added enhancements that help customers to use the core product more
effectively.

Disneyland

Main Street, U.S.A.

 Disneyland Railroad

 Main Street Cinema

 Main Street Vehicles

 The Disneyland Story presenting Great Moments with Mr. Lincoln

 The Disney Gallery

Tomorrow land

 Buzz Lightyear Astro Blasters

 Finding Nemo Submarine Voyage

 Space Mountain

 Astro Orbitor

 Autopia

 Captain EO Tribute

 Disneyland Monorail

 Disneyland Railroad

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 Service Marketing – Disneyland

 Innoventions (Disneyland)|Innoventions

 Starcade (Disneyland)|Starcade

Fantasyland

 Snow White's Scary Adventures

 Pinocchio's Daring Journey

 Dumbo the Flying Elephant (ride)|Dumbo the Flying Elephant

 Casey Jr. Circus Train

 Mr. Toad's Wild Ride

 Alice in Wonderland (Disneyland attraction)|Alice in Wonderland

 Mad Tea Party

 Peter Pan's Flight

 Sleeping Beauty Castle

 King Arthur Carrousel

 Pixie Hollow

 Bibbidi Bobbidi Boutique

 Disney Princess Fantasy Faire

 It's a Small World

 Matterhorn Bobsleds

 Storybook Land Canal Boats

Frontierland

 Big Thunder Mountain Railroad

 Pirate's Lair on Tom Sawyer Island

 Frontierland Shooting Exposition

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 Service Marketing – Disneyland

 Mark Twain Riverboat

 Rafts to Tom Sawyer Island

 Sailing Ship Columbia

 Big Thunder Ranch

 Golden Horseshoe Saloon|The Golden Horseshoe Stage

 Fantasmic!

Adventureland

 Tarzan's Treehouse

 Jungle Cruise

 Indiana Jones Adventure: Temple of the Forbidden Eye

 Walt Disney's Enchanted Tiki Room

New Orleans Square

 Pirates of the Caribbean

 Haunted Mansion

 Disneyland Railroad

Critter Country

 Splash Mountain

 The Many Adventures of Winnie the Pooh

 Davy Crockett's Explorer Canoes

Mickey's Toontown

 Mickey's House and Meet Mickey

 Minnie's House

 Goofy's Playhouse

 Donald's Boat

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 Service Marketing – Disneyland

 Chip 'n Dale's Treehouse

 Roger Rabbit's Car Toon Spin

 Disneyland Railroad

 Gadget's Go Coaster

Parades

 Mickey's Soundsational Parade (opening May 27, 2011)[1]

Fireworks

 Remember... Dreams Come True

 Magical: Disney's New Nighttime Spectacular of Magical Celebrations

 Halloween Screams

 Believe... In Holiday Magic

Place and time

It may involve physical or electronic channels such as banks now offer customers a choice of
distribution channels including visiting a branch, using a network of ATMS, doing business by
phone or conducting them over the Internet.

Disney land
Disneyland - California, USA (1955)

Walt Disney World Resort - Florida, USA (1971)

Tokyo Disney Resort – Japan (1983)

Disneyland Resort Paris - France (1992)

Hong Kong Disneyland Resort – (2005)

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 Service Marketing – Disneyland

Price and other user outlays

To determine if a particular service is “worth it”, customers go beyond monetary considerations
and assess the outlays of their time and effort. Thus, service marketers must set prices that target
customers are willing and able to pay and minimize other burdensome outlays that are incurred.
These may include additional monetary expense in traveling, time expenditures, unwanted
mental and physical effort and exposure to negative sensory experiences.

Disney land

Until 1982, the price of the attractions was in addition to the price of park admission.

Guests had to purchase a book of tickets that consisted of several coupons, initially
labelled "A"-”C”

"D" and then eventually "E" coupons were introduced for more thrilling rides.

Single admission price with unlimited access to all attractions

Later, Disney introduced other entry options such as multi-day passes and Annual Passes

Promotion
Services marketing is also educational in nature, especially for new customers. Suppliers need to
teach these customers about the benefits of the service, where and when to obtain it, and how to
participate in service processes to get the best results. This can be delivered via individuals such
as salespeople, at websites, on display screens in self-service equipment and through a variety of
advertising media.

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 Service Marketing – Disneyland

Disney land
Disney visa card

Choice to stay @ favourite Disneyland resort- reserved just for Card members.

10% off on purchases of $50 or more at Disneyland

To meet and pose with some of the Disney Characters and get a complimentary photo

Special vacation financing

Holiday promotions

Halloween Time

Every year in October, Disneyland has a Halloween promotion when parts of the
park are decorated in a Halloween theme. Space Mountain and the Haunted
Mansion are temporarily rethemed as part of the promotion.

Holidays at the Disneyland Resort

From early November until the first few days in January, the park is decorated for
the holidays. Seasonal entertainment includes the Believe... In Holiday
Magic firework show and A Christmas Fantasy Parade, and the Haunted
Mansion and It's a Small World are temporarily redecorated in a holiday theme.
The Sleeping Beauty castle is also known to become snow-capped and decorated
with colorful lights during the holidays as well

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 Service Marketing – Disneyland

Seasonal Events & Advertisments

Valentine's Day

Summer Nightastic!

Halloween Time

Winter holidays

Pears soap advertisement

Clinic plus shampoo

People
An essential ingredient to any service provision is the use of appropriate staff and people.
Recruiting the right staff and training them appropriately in the delivery of their service is
essential if the organisation wants to obtain a form of competitive advantage. Consumers make
judgments and deliver perceptions of the service based on the employees they interact with. Staff
should have the appropriate interpersonal skills, aptititude, and service knowledge to provide the
service that consumers are paying for. Many British organisations aim to apply for the Investors
In People accreditation, which tells consumers that staff are taken care off by the company and
they are trained to certain standards.

Disneyland

About 1,00,000 are employed by Disney

Areas of their work:

Attractions, Cash Management, Disney Desk, Guest Relations, Maintenance, Photo

Imaging, Resort Transportation & Parking, Retail Sales, Clerk Security, Stable Attendant, Ticket
Seller, Ticket Taker, Warehouse Manager

Pays & Benefits:

Weekly pay
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 Service Marketing – Disneyland

Health-care insurance options

Paid vacation and sick leave

Retirement Plans

Annual pay increases and premium-pay incentives

Discounts at Disney resort hotel

Process
Refers to the systems used to assist the organisation in delivering the service. Imagine you walk
into Burger King and you order a Whopper Meal and you get it delivered within 2 minutes. What
was the process that allowed you to obtain an efficient service delivery? Banks that send out
Credit Cards automatically when their customers old one has expired again require an efficient
process to identify expiry dates and renewal. An efficient service that replaces old credit cards
will foster consumer loyalty and confidence in the company.

Disneyland

Disney theme parks provide an excellent example of services that have been very thoughtfully
designed to the smallest detail. Every part of the service delivery process and its supporting
processes has been carefully planned to maximize the customer’s experience. From the moment
a family first pulls into the parking lot until it leaves at the end of the day, its experiences are
mapped out in detail so that each of the elements that comprise Disney’s service delivery process
is aligned with the overall customer experience.

Disney planners know that visitors to its theme parks want everything to be fun and nothing to be
a hassle, so smiling employees are always in sight, ready to help if you need anything. All of the
facilities are spotlessly clean and there is enough variety in attractions, food and price levels to
suit everyone’s tastes.

To keep you coming back, Disney regularly introduces new offerings – 19 new rides, facilities or
experiences were added at DisneyWorld in Florida during the past two years and 29 in the last

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five! At the same time, Disney continuously improves the elements in its service delivery
process, to the delight of customers of all ages. In April 2006, Disney launched the Year of a
Million Dreams, during which Disney Cast Members began awarding a million dreams to
randomly chosen guests as part of Disney’s latest promotion. Among the “dreams” was a one
night stay in the royal bedchamber inside Cinderella's Castle in DisneyWorld and a similar
experience at the Mickey Mouse Penthouse in Disneyland.*

Disney’s management truly understands that processes matter to customers. Some of those
processes take place behind the scenes (food preparation, costume design, employee training,
layout and timing of shows) and are part of Disney’s overall service system. Other processes take
place within view of the customer (characters’ interactions with customers, parades, meal service
and entertainment shows) and are therefore part of the service delivery process. Disney’s
management pays careful attention to every step in every process – whether visible to the
customer or not – thereby ensuring a strong foundation for successful service delivery, which
ultimately translates into high levels of customer satisfaction and repeat business.

Guest Services

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 Service Marketing – Disneyland

ATMs

Baby Center and Lost Children

First Aid

Information Centers

Lockers

Lost and Found

Parking

Transportation

Wheelchair Rental

Physical Evidence
Where is the service being delivered? Physical Evidence is the element of the service mix which
allows the consumer again to make judgments on the organisation. If you walk into a restaurant
your expectations are of a clean, friendly environment. On an aircraft if you travel first class you
expect enough room to be able to lay down!

Physical evidence is an essential ingredient of the service mix, consumers will make perceptions
based on their sight of the service provision which will have an impact on the organisations
perceptual plan of the service.

Elements of Physical evidence:

Facility Exterior

Exterior design

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 Service Marketing – Disneyland

Signage

Parking

Landscape

Surrounding environment

2.FacilityInterior

Interior design

Signage

Layout

Temperature

3.Other tangibles

Business cards

Stationery

Billing statements

Reports

Uniforms

Disneyland

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 Service Marketing – Disneyland

1. Exterior design:

Cinderella's Castle is the fairy tale castle at the center of two Disney theme parks: the Magic
Kingdom at the Walt Disney World Resort, and Tokyo Disneyland at the Tokyo Disney Resort.
Both serve as worldwide recognized icons for their respective theme parks.

2. Park layout

The park is divided into "lands" (themed areas) and well-concealed backstage areas. On entering
a land, a guest is completely immersed in a themed environmentand is unable to see or hear any
other realm. The idea behind this was to develop theatrical "stages" with seamless passages from
one land to the next.The public areas occupy approximately 85 acres (34 ha). When the park
initially opened, it consisted of five themed areas:

 Main Street, U.S.A., designed to resemble an early 20th-century Midwest town;

 Adventureland, featuring jungle-themed adventures;
 Frontierland, illustrating an American Old West frontiertown;
 Fantasyland, bringing to life characters and places from Disney's movies for children;
 Tomorrowland, an optimistic vision of the future.

3. Brochures:

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4. Maps

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 Service Marketing – Disneyland

ESSENCE OF DISNEYLAND

Much of it revolves around Disney's effort to create the illusion for visitors that they have
entered a perfect world, which more closely conforms to their desires. It creates this
"perfect world" in various ways. For example, it encourages visitors to see the park
through the eyes of a child and defines itself as a place that "brings dreams to life." But
most essentially it creates a fictionalized version of a perfect world by inviting visitors to
escape their containment in physical reality so they are no longer limited by time,
distance, size and physical laws.

In various attractions, visitors seem to float through the human body and through DNA;
they travel to the past and future, and leave the earth. On the thrill rides, they defy
gravity, moving at speeds and in ways that seem to violate what common sense tells them
should be possible.

Disney World also invites visitors to escape the fallen state of society and the self. It
creates idealized visions of American capitalism and political history, and draws visitors
into a world of perpetual celebration, full of parades and fireworks, with costumed
performers and endless invitations to fun. The effect is not unlike participating in a 365-
day-a-year holiday, in which negative emotions are banished from life.

When you put all this together, it becomes obvious that Disney World offers visitors the
fictionalized realization of humanity's deepest dream: transcendence. In Disney World,
we transcend the mundane. In place of the world we normally find ourselves in, in which
most opportunities are closed to us and most human motives are concealed, we go on a
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journey through symbolic worlds that are objective and material, but seemingly as
weightless, carefree and fantastic as the imagination.

In all this, Disney undoes the dry "scientism" of the world view of contemporary
societies. It was the German sociologist Max Weber who said that in the modern age we
are witnessing the disenchantment of the world with the rise of science and the declining
influence of religion. The creations of simulation culture, such as Disney, seem to be re-
enchanting it for us with the new promise that art and technology can re-create our
surroundings in the form of an updated version of contemporary romance stories, with
mythologies of space flight, aliens, time travel and lost worlds.

But Disney World doesn't only offer objectified fantasies. Through the power of
simulation, it also shows us the way technology will give us power over, and freedom
from, the world. Disney takes the various possibilities of technology -- that one day we
will go into outer space or travel freely across the globe or evolve a perfect society -- and
it creates the simulation of these things so we can enjoy in fictional form, now, the
powers we hope to enjoy, later, in reality.

These qualities make Disney World the ultimate showcase for the way technology will lead to
transcendence of the mundane world. In place of the promise of modernism, which told us that
we could realistically hope that technology would usher in an age of affluence, power over
nature, and rationality, it reveals a "postmodern" promise that has emerged out of modernism,
in which we are told that technology will allow us to escape the conditions of society and the
physical world.

Disney World is a cautionary tale that shows us, not only the wonders of the future, but the
danger that progress might cause humanity to regress, allowing it to lose itself in an
environment of automation, simulation and reassuring intellectual illusions. In Disney, we see
the ultimate attempt to rely on technology, in which even experiences are manufactured for us
by machines.

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