Post on 08-Jul-2015
description
Amusement Parksand
Success Factors
Prepared by Hossein Bkhshaei for Pars Pouyan Pardis Company
PurposeTo help you formulate Pars
Pouyan, and to be knowledgeable in the ways
used to be successful Amusement Park.
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
U.S theme park industry
Brand Positioning(promotion and advertising)
Service Marketing Ps
Customers
Financials
Success and Flop FactorsPrepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
U.S theme park Industry
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
It’s large and
growing:489 businesses
Revenue: $11.0 billion
Profit: 596.1 million
Growth rate:2.1%
(2011)Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
9.0%9.4%
8.6% 11.8%
51.0%
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Brand Positioning(promotion and advertising)
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Advertisement VS Promotion
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Selling the promise of entertainmentat one unique place???
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
FamilyWhere Dreams Come True
Promotion/Advertising
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Six Flags
destination of high speed and big drop rollercoaster thrill rides
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Promotion/Advertising
The premier destination of thrill rides by continually promoting the presence of new
attractions
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Universal
Entire universe of action and thrills
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Promotion/Advertising
The premier destination of thrill rides by continually promoting the presence of new
attractions
• $3 million television commercial
• Because
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Brand Positioning/Comparative Table
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Service Marketing
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
What is a Service Marketing ?
4P’s + Process, Physical environment and People
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Six Flags:
freeway signage
identify the location of their parked car
frequent parking trams
trains and cable cars to take visitors up or down hills
defined waiting areas and estimated wait times
Flash Pass system
numerous televisions that display cartoons, popular shows
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Universal:
pre-purchase stage
virtual queuing system, Universal Express
trains and cable cars to take visitors up or down hills
Mobile apps
Waiting areas
sit-out-then-swap
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
People
HR challenges:
predominantly seasonal low-wage jobs
predominantly less-educated workforce
monotonous nature of work
high turnover
need for adequate training
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Disney:
we don‘t put people in Disney, we put Disney in people
An average visitor will interact with Disney‘s cast approximately 60 times during their stay
“performance cultures”
Employees that exceed guest expectations are rewarded
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Six Flags:
Exceptional memory
Friendly
outgoing
self-motivated‖
able to function in a fast paced environment
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Universal:
energetic‖, enthusiastic‖, outgoing‖.
hourly positions (mostly front-facing)
salaried positions (mostly back end)
entertainment roles
Motivations:
- quarterly free park access passes
- discounted movie tickets
- onsite convenience stores
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Environment
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Disney:
“Everything Speaks”
Examples:
- Disney hotels doors having two peepholes, one for adults and one at a child‘s eye level
- all trashcans being within 27-foot intervals of each other to improve the overall appearance of the parks, every trashcan‘s design reflects each area‘s theme
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Six Flags:
“cleanest park in the world”
Examples:
- Park cleanliness
- sounds of machinery
- highest priority on safety by partnering with trusted manufacturers of rides
- extensive training of employees on safety topics, technical monitoring, inspection and maintenance.
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Universal:
“senses of Sight, Hearing, and Touch”
Examples:
- continual upbeat music
- characters perform their iconic sayings or actions
- park employees wear bright colors and smile to patrons
- the surroundings are colorful
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Theme Park Customers
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
“A market segment is composed of a group of buyers who share common characteristics, needs,
purchasing behavior, or consumption patterns.”
Theme Park Customers?
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Disney:
Disney primarily targets families with young children
First-timers heavy users
International Visitors
Florida Residents
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
a typical household has a lifetime value of more than $50,000and consists of 3.6 people
What is life time value?
International Visitors
Creating personalized web pages
hiring international employees.
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Hourly rate ($175-$315) with a 6 hour minimum
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Guest Expectations
Guestology
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Six Flags:
Primary Customer Segment:
Young Adults and Teens
Secondary Customer Segment:
Families
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
$199 to $249 per person
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Season Pass
online survey panel
business to business sales STRATEGY•licensing sponsorship and accommodations •24 million people visit Six Flag each year more than any sports league, and typically spend 10 or more hours per visit, 7 hours longer than the average sporting event.
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Universal:
geographical segmentation
In-state market
Out of area
visitors
Light users
Heavy users
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
$150 per person, up to 12 guests get a tour of all
grounds as well as priority entrance into at least 8 rides
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
gaining feedback from customers while they are in
the park
e-maildirect mail
mobile marketing communications.
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Exhibit 6 Theme Park Ticket Prices Ticket Type Disney Six Flags Universal
Daily $85.00 $36.99 $85.00
VIP Tours $1,685.00 $299.00 $150.00
Season $649.00 $61.99 $189.00
ThemeParkTicketPrices
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Financials
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
The U.S amusement park industry
Mature
high barriers to entry
high revenue volatility
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
The U.S amusement park industry
high market share concentration
high levels of capital intensity
medium levels of regulation
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
The U.S amusement park industry
high competition
high level of technology change
no industry assistance by the government
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Disney:In 2009 sales fell 7.3% to $10.7 billion and operating income
decreasing by 25.3% to $1.4 billion
Recovery:1) quantity: intense focus onpromotions to increase attendance
2) quality: increasing the per capita and per room guest spending opposed to increasing attendance.
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Six Flags:
Six Flags filed for Chapter 11 bankruptcy protection in March of 2009
Recovery:
1) New management
2) Focus on attracting regional visitors
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Universal:
In 2009 Universal Studios Orlando, Universal‘s Island of Adventures, and Universal Studios each
experienced declines in attendance of 12%, 13.8% and 6%, respectively
Recovery:1) forced to take cost cutting measures and increase the price of its adult tickets2) opening of the new Wizarding World of Harry Potter attraction
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Success and Flop Factors
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
While commodities are fungible, goods tangible and services
intangible, experiences are memorable
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
RANKING OF SUCCESS FACTORS
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
SELECTED FLOP FACTORS OF THEME PARKS
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Conclusion!
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Every Interaction
=Overall perception
and satisfactionPrepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Final Questions
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
Prepared by Hossein Bakhshaei for Pars Pouyan Pardis Company
References:
Daniel Adler-Golden, Lia Bertoni, Solomon Iyasere, Wayne Woo. AMUSEMENT PARKS, 2011.
Samadi, Nina. Amusement Parks in the US. IBISWorldIndustry Report 71311, IBISWorld, June 2011.
Birgit Pikkemaat and Markus Schuckert. Success factors of theme parks - An exploratory study