Public relations is responsible for making sure potential customers know what a company has to offer, in addition to keeping stakeholders in the company informed about new product and service developments.
Initial promotions of Disneyland Hong Kong were heavily focused on television throughout the Hong Kong region (Landreth, 2005). These initial advertisements attempted to evoke the same aspirational selling of the original Disneyland, not mentioned that only 22 of the 65 rides were included and only half of the lands were as well. Initial perceptions of the park was that it was much smaller than the first visitors expected it to be (Marr, Fowler, 2006) and it did not have enough interesting or thrill-seeking rides (Balfour, Einhorn, 2009). Most important however was the lacking support for the broader marketing that other Disney theme parks thrived on, and that were the movies, digital media online, electronic games and toys. There had been no comparable execution of a thoroughly defined and developed integrated marketing communications (IMC) strategy that had been the case in the U.S. For example. The most common reaction therefore on the part of consumers visiting the part has been confusion about how it is supposed to be fun (Marr, Fowler, 2006). Ironically this lack of awareness of the stories and scenarios behind the characters shows how exceptional the marketing of Disney is in other regions including the U.S. where there is ready identification of each ride and character with the visitors attending parks (Balfour, Einhorn, 2009). The lack of promotion of the entire Disney brand then forced the promotional teams of Disneyland Hong Kong to concentrate on creating awareness of the significance of each ride and four lands that comprised the park, including the development of guidebooks for Chinese-speaking students (Fowler, Marr, 2006).
3.4 Price - Definition and application to tourism operation
The most critical of the 7 Ps is price, as it has a direct impact on the overall profitability of products and also is the quickest path to communicating the market positioning of a product as well. Pricing's impact on services is to accentuate expectations of performance for a higher price point or alternatively send the message that the service purchased is going to lack differentiation and quality. Pricing communicates the price/quality relationship of a product or service faster than any other attribute of the 7 Ps as well.
By Hong Kong standards the pricing for Disneyland Hong Kong was high. At $350 (HK) for an adult ticket and $250 (HK) for a day ticket for a child, the costs could rapidly escalate for a family of four for example. With food, souvenirs and special events the total cost for a day at the park for a family of four could easily reach $2,000 (HK). This is considered exceptionally expensive compared to the costs for Ocean Park, which charges $25 (HK) per day and $12 (HK) for children. Pricing at Disneyland Hong Kong is clearly aimed at the young, wealthy parents that Hong Kong demographics analysis showed earlier in this report. A premium full year pass with no blackout dates for an adult is $1,800 (HK) and $1,250 (HK) for children between 3 and 11. Again taking the family of four with two small children as an example, a yearly premium pass would cost $6,100 (HK). As a result the company has attained a reputation for being the most expensive theme park in the Hong Kong area with fewer thrill-seeking rides than its primary competitor, Ocean Park (Leung, Nicholson, 2009). Pricing within amusement parks is used as a means to differentiate and connote greater value, with Disney often using a price premium approach to imply a price-value relationship of their brands to others (Song, Yang, Huang, 2009). This is the strategy at Disneyland Hong Kong with the pricing defining the premium market positioning of the park.
3.5 People - Definition and application to tourism operation
The people component of the 7 Ps encompass only prospects, but customers and the many people involved in the value chain of delivering the product or service. The people component of the 7 Ps is by far the most challenging in terms of making lasting change take place. People's ownership of tasks and the need attain mastery of those tasks is critical for any marketing strategy to be successful over time.
Often for multinational corporations creating entirely new ventures in foreign nations, the ability to recruit and retain the best possible staff can be problematic. Disney faced labor unions of France in staffing...
In addition, special events should reflect the totality of the target market. Southeast Asian cultures have water splashing festivals for example, which could be used as an attraction to the park. The objective of the festivals should be to drive repeat business, and to give all visitors the sense that they have experienced something special, beyond just the normal park experience. The third recommendation is to utilize membership clubs. These
Hong Kong Ocean Park: Advertising and Promotion Plan I brand manager a renown consumer product marketing company responsible Hong Kong Macau markets. Ocean Park has been a well-known brand in Hong Kong since 1977 Ocean Park Hong Kong, 2008. This advertising promotion plan is for the Hong Kong Ocean Park which has three in-park themed hotels. These hotels are named Ocean Hotel, Fisherman's Wharft Hotel and Spa Hotel Frew, 2005. Each hotel has its
Compliance with Government Regulations and Current Issues - Initially, this joint venture between the Walt Disney Company and the Hong Kong government appeared successful as evidenced by the huge crowd it attracted since its opening on September 12, 2005 (Great Holidays and Hotels 2004, Giezl 2005). The very next day, Park chairman George Mitchell arranged for the opening of a second park in the adjacent lot. The government required an
There was little effort to adapt to local culture other than to require the employees to speak English and French (Travel Weekly; 10/24/1994; Godwin, Nadine (http://www.wired.com/wired/archive/10.02/disney.html). When the park was built outside of Paris the same areas that are in the United States parks are in the Paris parks. There is a Main Street, Discovery area, Frontierland, Adventureland and other familiar areas. The problem became the fact that the areas are
Shopping Tourism in Hong Kong Item Page Number Tourism in Hong Kong Shopping Tourism in Hong Kong Urban Tourism Destination Marketing Shopping Tourism Questionnaire Design Shopping Tourism in Hong Kong Shopping tourism is a major aspect of the global tourism trade and as such is an area of tourism that is and should be promoted by destination countries and locations. This is true for Hong Kong as well as in other locations throughout the world. Ashworth (1989) writes that
Disneyland Disney is one of the most revered companies in the entire world. The company has excelled in many different areas including its Disneyland franchise. Disney success in this regard is due in large part to the type of corporate governance the company has embraced over the years The company presents these guidelines based on various subjects including but not limited to The composition of the board of directors, Functions of
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