Detailed Analysis of Marketing and Events: Disney's Strategies

This report provides a comprehensive analysis of Disney's marketing and event strategies. It begins with an introduction to event marketing, defining its role in promoting products and services, and then delves into the classification of special events, such as live events, customer conferences, sponsorships, and channel events, with examples relevant to Disney. The report then explores key marketing activities undertaken by Disney, including the use of newsletters, search engine marketing, and trade shows, along with the company's unique strategies like all-theming and immersion. A significant portion of the report focuses on the role of the marketing mix (4Ps and 7Ps) in Disney's business, detailing how Disney utilizes elements like product design, pricing, place, promotion, people, process, and physical evidence to build a strong brand image. Furthermore, the report examines Disney's approach to market segmentation, targeting, and positioning, highlighting how the company segments its audience based on demographics and psychographics, and targets specific groups to promote its products and services. Finally, the report addresses risk management for effective planning, covering strategic, financial, operational, and environmental risks, and how Disney can manage these risks for continued business development. The report concludes by summarizing the importance of understanding marketing and events in promoting products and services, emphasizing the role of various event types in creating goodwill and promoting the brand.

UNDERSTANDING
MARKETING AND
EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................4
Q.1 Classification of special events............................................................................................4
TASK 2............................................................................................................................................4
Q2 Key marketing activities which undertaken by the Disney...................................................4
TASK 3............................................................................................................................................5
Q3 Role of the marketing mix.....................................................................................................5
TASK 4............................................................................................................................................6
Q4(a)Segmentations, Targeting and Positioning........................................................................6
(b) Risk management for effective planning..............................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Event marketing described as the promotional tools to promote the particular products
and services by using the process of developing exhibit theme, display and presentations. Events
can be online and offline and can be in hosted or sponsored to promote the brand image of the
company in the market. In other words, promotion of brand, goods and services through in-
person interactions to achieve organisational goals and objectives (Getz, 2012).
Walt Disney company is a world's entertainment industry and it started on October 16,
1923 as the Disney Brothers Cartoons Studio. It opened the first California Disney theme park,
Disneyland which showcases events, tour and parades. In this report, it described events and its
classification. It explained different marketing activities and its role for Disney as well as role of
marketing mix to make strategies. It segmented the market and targeted audience to promote
their brand with consideration of risk management for effective planning.
TASK 1
Q.1 Classification of special events.
Special events defined the marketing communication strategies that offer the opportunity
to bring large audiences for special informations and presentations. For the best communications
organisation use campaign, celebratory occasions such as concerts, party or awards functions,
trade and sales meeting that helps to promote or develop brand image.
There are some types of special events that Walt Disney can be use to promote the entertainment
industry for providing best experiences to the people and attract them for visiting Disneyland
such as:
Live events: It designed to entertain people as it create initial demands, build good
relations or better interactions with them through this events. Disney usually organise live events
for people enjoyment. This events controlled by the sponsoring organisation (Hills, 2015).
Customer conferences: Regular contacts with customers support in loyalty and provide
them informations regarding the new offers or scheme towards any special events then they will
connect with organisations.
Sponsorship: This type of events define the activity of third-party like sports or cultural
events ton drive success. Walt Disney take sponsorship for the entertainment purpose that
support to create good image among customers.

Channel events: These types of events focus on the channel business. So to target more
customers as well as to reach potential customer Disney use the cable or telecast its programmes
on Disney Channel for children's entertainment.
TASK 2
Q2 Key marketing activities which undertaken by the Disney
Marketing activity is the process of creating awareness among the people regarding any
products and services. It provide informations that what company is offering over its competitors
and about new ideas or innovations regarding products to the end user.
Newsletters and articles: This marketing activity helps to announce about new happening
in the company or any informative article which has related to industry so it is another way to
communicate with the people. Disney announce its special events by using newsletters and any
specific article for mass communications (Kose and Argan, 2011).
Search engine marketing: It is very important aspect of marketing activities such as
promote products by using websites that help to reach at potential customers. It helps to Disney
in providing informations relevant any special events and programmes at anywhere as people can
access it easily to get informations.
Trade shows: Trade shows is another way to build the company's image. In trade shows
company come along with its products or scheme for better marketing or promotions, Disney
participate in particular shows for promotions or attract people.
Strategies of Walt Disney as followings:
 All theming, all the time as it is famous with its themes like tame roller coasters, generic
log flumes rides at any theme park and some few cartoons animals.
 Immersion is second strategy for Disney as it provide more to see and experience for
people to make them loyal.
 Disney staff treat any one like a princess and make feel them special because its films
are about being a special and unique snowflake.
TASK 3
Q3 Role of the marketing mix
Marketing mix play important role for the business as it helps proper planning of
company's products and services including whole marketing elements. There are 4ps and 7ps of

marketing mix. 4Ps use for particular products or we can say tangible goods and services which
are products, price, place and promotions. It helps to make effective strategies for selling of that
products and in service marketing there are 7ps. Along with those 4ps there are people, process
and physical evidence included in service marketing (Nufer, 2013).
Disney undertakes all 7ps for effective marketing and develop its business with creating
strong brand image among customers minds. Such as:
Products: In this involve the product's designing, packaging, values etc. which are going
to sell. To attract the more clients company make their products innovative. Disney use different
ways to make its products attractive and they use several technologies or more unique things for
entertainment purpose.
Price: Price should be effective that must be affordable for the customers. So company
make price strategies for the people and organisation.
Place: It is the way where products and services are going to sell as by using the several
path to reach at potential customers. Disney is expanding its industry at various countries or
cities for customer approach (Vila-López, 2013).
Promotion: It is most important element in marketing mix to promote the products and
services in the market. In this includes special offers, advertisements and publicity of the
products. Disney use several promotions tools to create awareness.
People: In this includes proper management system within the organisation. And its
culture, environments as well as behaviour of employees with their customers so its very
important for customer satisfactions. Disney staff treat its their guest in best manner so they
come back again and again.
Process: It is defined as the way where services consumed or how experiences can be get
so it provide the process where people can enjoy and can make a memorable trip in Disneyland.
Physical evidence: In this described the physical environment or atmosphere that helps to
feel comfortable as well as to make people feel relaxed. In Disney they entertain their customers
with lots of surprises, fun and animated cartoons, tours and parades for best experiences.

TASK 4
Q4(a)Segmentations, Targeting and Positioning
In the marketing, these are the strategies that helps to divide the market and target
particular buyers for the goods and services. Generally business men conduct research or survey
to find best market for their company's products as well as they tries to reach at potential
customers. Disney also make strategies by gathering informations about its targeted audience and
approach at there where they can arrive for their customers (Yang, 2015).
Segmentations: It the process in which groups of buyers are divided within a market. In
this include identification, analysis and selections of particular groups of people for products and
services. Disney focus on all generations but specially on adults and children. Because they
attracts towards entertainment and cartoons for enjoyment.
 Demography: In this includes age, gender, income, educations etc. that helps to divide
the market according to people.
 Psychographics: In this includes person's behaviours, choices, attitudes, personality,
lifestyle and leadership traits. So according their behaviours company segment its
consumers.
 Geography: In this involve several geography areas as well as locations that helps to
find different customers and company can meet their expected outcomes.
Targeting: It is the process of identifying the customers by segmentations. This process
come after the market segmentation and in this company target its audience for particular
products and services. Disney targets on kids, youngsters or adults for entertaining them. They
provide enjoyable moments to the customers (Schmitt, 2013). So they make marketing strategies
to attracts or target more audiences for developing its brand .
Positing: It is the final process where organisation wants to reach. As this is business-
oriented stage where every firm must assess the competitive advantage and make position in
consumer's minds. Disney made itself as world's best entertainment industry that already
captured in consumer mind or it can be say that they made their position strong among the
different competitors.

(b) Risk management for effective planning
Strategic: It should be consider when make any plans for the business development. In
this company compare its products and services with competitors and make strategies to provide
good quality of products that can compete to the competitors. So Disney is planning for better
customer satisfactions by providing some unique and exploring or adventures experience that
differentiates it from other competitors.
Financial risk: It is the one of most factor or risk that business have to face as it is the
shortage of funds so they make plan to arrange funds from different sources to develop the
strategies. Disney should undertakes this risk and manage it properly to expand the business.
Operational risk: In this company consider its day to day operations and control on it for
management. Walt Disney can make plan by considering its daily events or programmes and
with help of proper management of activities that must not harm to people while enjoying rides
at any swings (Yang, 2015) .
Environmental risk: It is defined the several factors that can impacts on the business so
company always ready to take the challenges as well as accept changes in the climate for make
organisations effective.
So these are some risks that Disney has to manage for better planning and create good
environment for the people that helps to make them loyal and it will support in future growth of
the organisation.
CONCLUSION
From the above this project report, it has been concluded that it is very important to
understand marketing and events to promote the products and services. Events include various
forms of promoting products such as trade shows, sponsorship, festival, exhibitions, fairs, live
concerts or programmes that support to create goodwill in the market. Walt Disney is the largest
entertainment company that make cartoons, films or animated pictures to entertain the people. It
has moved into a wider market, beginning the Disney Channel on cable (Zarantonello, 2013). So
in this project described various types of events that helps in developing the business and
marketing activities which has undertaken by Disney. Marketing mix used in this report for
marketing strategies and several risks that can occur while making plans for an open-air
screening films.

REFERENCES
Books and Journals
Getz, D., 2012. Development, and Marketing. Sport and adventure tourism. p.49.
Hills, M., 2015. Doctor Who: The unfolding event—Marketing, merchandising and mediatizing a
brand anniversary. Springer.
Kose, H., Argan, M.T. and Argan, M., 2011. Special event management and event marketing: A
case study of TKBL all star 2011 in Turkey. Journal of Management and Marketing
Research. 8. p.1.
Nufer, G., 2013. Wirkungen von Event-Marketing: theoretische Fundierung und empirische
Analyse. Springer-Verlag.
Vila-López, N. and Rodríguez-Molina, M., 2013. Event-brand transfer in an entertainment
service: experiential marketing. Industrial Management & Data Systems. 113(5).
pp.712-731.
Yu, Z., Zhang, D., Yu, Z. and Yang, D., 2015. Participant selection for offline event marketing
leveraging location-based social networks. IEEE Transactions on Systems, Man, and
Cybernetics: Systems. 45(6). pp.853-864.
Zarantonello, L. and Schmitt, B.H., 2013. The impact of event marketing on brand equity: The
mediating roles of brand experience and brand attitude. International Journal of
Advertising. 32(2). pp.255-280.
Online
What is Event Marketing?. 2017. [Online]. Available through. <https://www.marketo.com/event-marketing/>.