Disney operates theme parks in several countries, such as the USA, China, Japan, France, and Singapore. The company conducts intensive marketing to encourage children and families to take the perfect holiday to any of these parks. Targeting children and family segment aligns with the company’s bottom line principle of trust, fun, and quality entertainment to the family. In actualizing and sustaining the idea of theme parks, the company follows on its objective of giving families memorable vacations, full of fun and entertainment. Disney uses various strategies, such as advertising, to connect with the target segment. Targeting such a sensitive market segment can be challenging due to the diversity of targeted consumers.
Disney connects with children and families segment through different marketing strategies such as experience strategy. The firm uses experience strategies such as sensory, emotional, and action experiences (Yao, 2017). For instance, in the US, many athletes have been using the phrase "I am going to Disney World!" to evoke emotions in the target market segment (Auster & Michaud, 2013). With such celebrities associating themselves with Disney products such as theme parks, the company leadership hopes to encourage family vacations to one of the firm’s parks. The use of celebrities is a key advertising strategy.
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Disney theme parks target people from different diversities, such as gender and racial background. A marketing strategy that incorporates the needs of this diverse segment is challenging to develop and execute. Representation of males and females in marketing avenues, including those that target children, is problematic. Inherently, pictorial representation in commercials favors men to women, while for a global company such as Disney, whites are prioritized over other races (Auster & Michaud, 2013). As a dominant international company, Disney should be in a position to develop commercials for its theme parks with inclusivity as its guiding principle.
Disney theme parks are an innovative product by the multinational with a presence in Asia, Europe, and the US. For this product, Disney targets children and family vacation by giving consumers memorable and quality holidays. Experience strategy is a significant targeting approach the company uses to position this product in the mind of the consumer. The major hurdle with this strategy is developing content that takes care of the diversity of the consumers.
References
Auster, C. J., & Michaud, M. A. (2013). The Internet Marketing of Disney Theme Parks: An Analysis of Gender and Race. SAGE Open , 3 (1), 2158244013476052.
Yao, J. (2017). Research on marketing strategy: case study of Disneyland. In Second International Conference On Economic and Business Management (FEBM 2017) . Atlantis Press.
