Disney Event Marketing Risk Management

This assignment focuses on Walt Disney's event marketing strategies and the importance of risk management in planning special events. It requires an analysis of various aspects such as targeting, positioning, segmentation, open-air screening planning, and the role of social media in destination marketing. The task also involves discussing the consideration of risk management for successful event planning.

Understanding Marketing and Events

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1) Special events of Walt Disney are defined and classified......................................................1
2) Key marketing activities undertaken by Disney and role events play within overall
marketing strategy.......................................................................................................................2
3) Role of marketing mix (4P’s/7P’s) and Disney uses it inform their marketing strategy........2
a) How and to whom should they market this event, taking into account..................................3
b) Risk management considerations should take into account when planning this event...........3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Event marketing refers to a process of making some themes, presentation, displays etc. In
order to promote services, products, cause and many other things. Events can be conducted
offline as well as online. It is necessary for a company to conduct the event in an effective and
proper manner so that large number of people will be attracted towards it. Before doing any
event, it is necessary that before doing any event, it is necessary for the event manager to analyse
the market or marketing condition then do event according to that (Ashworth, 2012). Walt
Disney is a prestigious company in the field of entertainment. This company made the two
movies and also opening a Disneyland, parades and also Disney theme park. In this given
assignment discuss about the special events which Walt Disney company do. There are some
marketing activities which are undertaken through the Disney channel. There is a discussion
about the role of marketing mix under this given assignment.
TASK 1
1) Special events of Walt Disney are defined and classified
Special events refers to those events which are developed the positive memories and also
good impact in audience and also achieve their objectives and goals as a special occasion for
management as well as some other industries in order to dealing with the many capricious
circumstances. It is necessary for the company to doing some of the better special events for
attracting the large number of people towards itself. Special event means the events where the
more number of people are come together for participating and watching them. Firm can conduct
an event on the local community basis as well as the site basis. It is necessary for the fir nm to
take care those people which came in participating in the special event (Castronovo and Huang,
2012). Walt Disney is very famous company in the areas of entertainment. This company
developed the two most famous movies and also opened the Disney Theme Park. This theme
park is very attractive and large number of people travel there and enjoy. In year 1932, Walt
Disney won an award for its first animated movie. It was the special event for this. After some
time this company purchased a Bollywood studio under this studio this company conduct many
fun series for the people and it is the special events for Disney.
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2) Key marketing activities undertaken by Disney and role events play within overall marketing
strategy
Marketing activities is a process for developing a communication. Exchanging
information and also delivering some relevant information in corder to provide some valuable
things to the customers, society or partners. Disney world do its marketing activities on the large
scale in order to attracting the more people. This company use the nostalgia in order to maintain
the loyalty of customers. It does its promotion on the social media because on this many people
are online and using. It is a best and effective way of marketing (Crowther, 2011). For the
purpose of targeting the audience segments, Disney company uses the multi- channel strategy
and also engage the more people in this. Disneyland is a big destination brand in context to
situating the Disney World. The Walt Disney as well as the Disneyland both are continuously
changing on the basis of their themes, some trends and also events. It his helpful in developing
the unique experience for the tourists and also helpful in promoting at large scale. In the field of
entertainment, Disney is a strongest and most powerful brand name. In the marketing strategy,
events plays a main or necessary role in promoting the films, theme parks or many other things
in an effective or more appropriate manner. This company conduct some of the special events for
people.
3) Role of marketing mix (4P’s/7P’s) and Disney uses it inform their marketing strategy
Marketing mix refers to the foundation framework in the marketing. It is a set of
marketing techniques and also tools which an organisation uses for achieving the business
objectives in an effective or proper manner. In this marketing mix includes product, place, price
and also promotion. With the help of marketing mix, firm can promote its products or brands at
the market place. The marketing mix of Walt Disney given below as above:
Product- It refers to the items which are developed in order to satisfy the particular needs
of the people. Product can be the services as well as goods which meeds with the requirements of
consumers. In case of Walt Disney, it is a production house and produces the movies, mechanise,
toys, broadcasting, theme parks as well as cartoons (De Mooij, 2013). In this there are 3 main
products of this company and first is production house in which the movies as well as cartoons
are made. Second one is Disney land and third is Disney stores.
Price- The main focus of Walt Disney is to attract the more people by setting up the
minimum or can say reasonable cost. The Walt Disney firm wants that the parents and also their
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children to have its merchandise. The tickets of the Disney land are not much high so that every
person can enjoy. More people go to the theme parks of Disney land for enjoy. The main target
of this company is middle class people. So this company always make its pricing strategy in keep
the mass population in its mind. So, in context to this pricing strategy of this company is based
on its services as well as products.
Place- In all over the world, Disney stores are available. These are established in the big
shopping centres and also malls so that people can easily see them. On the other hand theme
parks are developed in the various regions of world.
Promotion- Generally, the promotion of this company is holistic. It is a big brand name,
so Disney requires to any type of promotional activities (Filo, Funk and O’Brien, 2010). For
aware people about its services Disney company engage the consumers by competitors, TV,
newspapers, online advertisements etc.
a) How and to whom should they market this event, taking into account
Segmentation- For attracting the more people, Walt Disney company segment its
business sin to the new markets or areas and from this it can target the more people for
increasing its sales and productivity. It segments its business for target the families, children and
also visitors. It is helpful in determining the targeted groups.
Targeting and Positioning- Targeting refers to a long marketing process in order to target
the consumers. It helps in determining the more attractive and necessary segments from the stage
of segmentation for making the business more profitable. The target group of Walt Disney are
families, young children and visitors which come for other countries. On the other hand, this
company has a strong position and includes different projects as well as strategies which firm use
to interact a band to target market. The theme parks of this company gives magical experience to
children as also families.
b) Risk management considerations should take into account when planning this event
In any kind of business risk is involved. There is no other business with out the risk. It is
the responsibility of the manager as well as company to manage the risk in an effective or proper
manner. At the time of planning any kind of event, it is necessary to this company to consider all
those factors which can badly impact on the business or event. In order to manage the risk, it is
important for the firm to do the audit. With the help of this company can know about the reason
of risk factors and try to minimise that. In order to reduce the risk, manager can apply the
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effective and necessary strategies and policies. On the other hand, company can transfer the risk
to the insurance company (Lange-Faria and Elliot, 2012). If there is any kind of issue and
problem arise at the time of planning or doing an event then in this case company can be climes
at the insurance company in case if destroys things are insured.
CONCLUSION
It has been concluded from the above given assignment that Walt Disney is a big firm in
the field of entertainment and it is a big industry. In this given assignment studied about the
many different special events which are done by the Disney world. This company made two
animated movies and it also conduct its marketing activities at the large scale for attracting many
people for the purpose of increasing sales and profit level. This company also doing the
marketing mix for making its business successful. In this report studied about the considerations
of the risk management which is necessary to take in to an account at the time of planning any
kind of special events. For promoting its films and many other special things, Walt Disney does
the planning of open-air screening and also do the segmentation as well as the positioning and
targeting for target the large number of people from the different market.
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REFERENCES
Books & Journals
Ashworth, C.J., 2012. Marketing and organisational development in e-SMEs: understanding
survival and sustainability in growth-oriented and comfort-zone pure-play enterprises in
the fashion retail industry. International Entrepreneurship and Management
Journal. 8(2). pp.165-201.
Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication
model. Journal of Marketing Development and Competitiveness. 6(1). p.117.
Crowther, P., 2011. Marketing event outcomes: from tactical to strategic. International Journal
of Event and Festival Management. 2(1). pp.68-82.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Filo, K., Funk, D. and O’Brien, D., 2010. The antecedents and outcomes of attachment and
sponsor image within charity sport events. Journal of Sport Management. 24(6).
pp.623-648.
Lange-Faria, W. and Elliot, S., 2012. Understanding the role of social media in destination
marketing. Tourismos. 7(1).
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Online
Marketing mix of Walt Disney – Walt disney marketing, 2017. [Online]. Available through:
<https://www.marketing91.com/marketing-mix-walt-disney/>
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