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Euro Disneyland

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... Marketing strategy (attractive scenic spot in a journey ... Disney set-up in China since September 12th 2005 Smallest Disneyland s park comparing ... – PowerPoint PPT presentation

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Title: Euro Disneyland


1
Euro Disneyland
  • Mickey Mouse is moving to Paris !!!

2
Disneys assets
  • Name
  • Culture
  • Movies
  • Theme parks

3
Disneys characters in a real world
  • 1955 creating the first Disneyland in Anaheim,
    California
  • 1987 DisneyWorld in Orlando, Florida

4
Mickey overseas!
  • April 15, 1983 opening day of Disneyland in
    Tokyo
  • (13 200 visitors)
  • One-day attendance record
  • Japanese Mikki Mausu takes the country by storm!

5
Time for Europe
  • Where to build it?
  • Spain
  • Italy
  • Great Britain
  • France

6
Why France?
  • The best infrastructure
  • Greater amount of inhabitants
  • 20 miles away from one of the worlds tourism
    capitals - Paris

7
Euro Disneyland
  • 1988 the beginning of the investement in Marne-
    la- Vallee
  • Total cost of of the project
  • 4,5 billion USD
  • The area of the park covered about one fifth of
    Paris

8
Expectations
  • 11 million visitors annually
  • 500.000 visitors on the opening day
  • 55.000 visitors per day in the following months

9
Close distance for many Europeans
Population in million Getting to EuroDisneyland
17 2 hours by car
41 4 hours by car
109 6 hours by car
310 2 hours by plane
10
EuroDisneylands Grand Opening
  • On April 12th 1992 fourth Disneyland was
    officially opened
  • Newspaper comments
  • Mikey- its madness!!!

11
Cultural Chernobyl
  • Did not become the gold mine like presumed

September 93 September 92
Income(in FFR) 1.8 billion 3.1 billion
Profit/ (Loss) (1.1 billion) (0.7 billion)
12
  • First director American, but he was not accepted
  • 1993 Philippe Bourguignon from France took his
    job

13
Problems and Mistakes
  • Divided in Adventureland, Dicoveryland,
    Fantasyland, Main Street USA
  • Strict rules conerning workers dress for men and
    women
  • Other problems occurred

14
  • Situation of the park
  • Wrong research of
  • demographic and sociological factors leaded
    to wrong
  • assumption was not confirmed
  • in reality

15
  • Incorrect measurement of parking spaces
  • Wrong American research about European meal
    habits
  • Different expectations about crowded visitors days

16
  • Wrong assumptions about the composition of the
    visitors and amount of spendings (time and money)
    in EuroDisneyland

17
Problems (1)
  • Alcohol drinks (do not allow to
    drink and sell)
  • European ? alcohol drinks during their meal
  • Transportation connect with
  • hotels and park (not necessary
  • for European?walk)

18
Problems (2)
  • Estimate ? 33 USD on beverages and souvenirs (but
    12 lower)
  • Price of ticket ? high (around 43 USD) ? 33 more
    than in Florida
  • Bankrupt and financial difficulties (influence
    banks and its backers)

19
Solutions (1)
  • Change the name (remove the poor reputation, more
    romantic)
  • Accept ? alcohol drinks (in 1993 May)
  • Laid off employees (reduce the cost)

20
Solutions (2)
  • Discount package (after 500 p.m.
  • or use hotels not in the season)
  • Marketing strategy
  • (attractive scenic spot
  • in a journey)

21
Solutions (3)
  • Price of tickets (lower)
  • Prices for tickets to the Disneyland Paris in
    2003

From April to November 2003 From April to November 2003
Price Adults Children 3 12 years
1 day ticket 39 29
3 days ticket 107 80
22
A new Disneyland in Hong Kong
  • Disney set-up in China since September 12th 2005
  • Smallest Disneylands park comparing the
    atractions with the other Park of disney

23
Disneyland in Hong Kong
  • A replica of the original theme park in
    California BUT with a chinese flavour chinese
    food in the restaurants, Mickeyfriends wearing
    traditional Chinese outfits

24
  • The park employ 5.000 workers
  • The US 3.5 billion park A joint venture betwen
    Disneythe Chinese governement.
  • Why Hong kong?
  • -beautiful city
  • -richest city in China

25
VALUATIONS
  • The government hopes to earn 19 billion over the
    40 next years.
  • Hong Kong Disney is a key tourism infrastructure
    will bring economic benefits to the city.

26
CRITICISMS
  • Complains from visitors
  • Protests from environmental groups.
  • The Chinese government taking high risks.
  • A problem of capacity

27
Thank you for your attention!
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