Six Flags New Product Proposal (2)

59
NEW PRODUCT PROPOSAL Jessica Dillon Amanda Iven Jake Standley Michael Rashtian Alicia Roxanne

Transcript of Six Flags New Product Proposal (2)

Page 1: Six Flags New Product Proposal (2)

NEW PRODUCT PROPOSALJessica DillonAmanda IvenJake Standley

Michael RashtianAlicia Roxanne

Page 2: Six Flags New Product Proposal (2)

NEW PRODUCT PROPOSAL OUTLINE

PART 1

Brand PositioningBrand Mantra

Opportunity Identification

PART 2Repeated for Concepts #1-3

Concept ExplanationFocus Group Insights

3 Factor Model4 Factor Model

ATAR ModelConcept Evaluations

PART 3

New Product SelectionNew Product Rank

Final RecommendationsNew Product 5P’s

Page 3: Six Flags New Product Proposal (2)

BRAND POSITIONING

1

POP’s POD’s

Exciting RidesMerchandise

Character Actors

DC FranchiseHigh # of Roller Coasters

AffordableEveryday

CATEGORY: Amusement Park

COMPETITORS: Disneyland & Universal Studios Hollywood

TARGET MARKET: 17-25 Young Adults, Local Tourists & California Residents

CORE BRAND VALUES

Page 4: Six Flags New Product Proposal (2)

BRAND POSITIONING

2

POSITIONING STATEMENT: Six Flags Magic Mountain is the only affordable, everyday amusement park that features innovatively themed attractions and an abundance of roller coasters to meet the needs of thrill-seeking young (ages 17-25) Californian residents.

POSITIONING STRATEGY: Although Six Flags is the most thrilling amusement park, it lacks competitive innovation despite having a large variety of rides that draw from various contemporary franchises. In order to enhance this association, Six Flags is taking steps to position itself higher on the innovative scale.

Page 5: Six Flags New Product Proposal (2)

BRAND MANTRAEMOTIONALMODIFIER

DESCRIPTIVEMODIFIER

BRANDFUNCTION

Thrilling Affordable and Everyday

Amusement Park

3

Page 6: Six Flags New Product Proposal (2)

OPPORTUNITY IDENTIFICATION

4

CONSUMER NEEDS AND TRENDS: ➢ Consumers may enjoy an attraction that immerses them into the world that they see on

the movie screen. Per Experian Marketing Services Simmons data, kids are the most likely to own Transformers, Spiderman, or Batman action figures, all of which have been turned into theme park attractions. (Mintel.com)

➢ The success of Six Flags’ Fright Fest and Universal Studios’ Horror Nights builds upon the popular horror genre to attract customers.

➢ Consumers may be looking for more detailed aesthetics inside an amusement park that offer more than just the rides and add to the overall design of the theme park.

➢ Affordable admission is among the top five most important factors in deciding to visit a theme park, indicating that it is certainly a consideration (Mintel.com). Affordable prices helps build upon the idea of a “staycation”, a trend that has arisen in the past couple of years that create the illusion of a vacation by spending less by going to regional attractions while also feeling like an “escape” from home.

➢ Some 40% of theme park visitors look for attractions adults would enjoy when deciding which theme park to visit (Mintel.com).

Page 7: Six Flags New Product Proposal (2)

WAYNE MANORBruce Wayne’s childhood home is under attack and it’s up to you to save the day!

This immersive haunted dark ride will include:➢ An impressively large estate grounds that mirrors

the manor featured in the franchise’s recent films (with seasonal elements pertaining to Halloween and Christmas)

➢ State-of-the-art pyrotechnics to simulate stormy weather and the frantic flutter of bat wings

➢ 6-person batmobiles to fly passengers through startling dips and turns on an exciting voyage to find the underground batcave

➢ Terrifying villains like the Joker, Mr. Freeze & Scarecrow played by real actors

5

Page 8: Six Flags New Product Proposal (2)

FOCUS GROUP INSIGHTS➢ WAYNE MANOR

6

ATTRIBUTES: BENEFITS:

Features of Batman Franchise Haunted HouseHorror Genre

Means to interact with Batman universeIncreases park’s ride variety

New type of ‘scary’

POTENTIAL DRAWBACKS: ➢ Might not appeal to those who are unfamiliar with franchise➢ Attraction might be perceived as too tame compared to other roller coasters➢ Horror association may confuse consumers perception of Six Flags core values

Page 9: Six Flags New Product Proposal (2)

7

THREE FACTOR MODEL➢ WAYNE MANOR

Page 10: Six Flags New Product Proposal (2)

8

THREE FACTOR MODEL➢ WAYNE MANOR

Page 11: Six Flags New Product Proposal (2)

THREE FACTOR MODEL➢ WAYNE MANOR

9

SALIENCE(Medium)

The ride builds off existing equity with Batmanas a secondary source. The source helps buildthat connection between consumer and the overall brand of Six Flags. It also builds a morecontemporary association for Six Flags.

FAVORABILITY(High)

When respondents were asked to rank the following associations, the response was as follows: 1. Entertaining 2. Youthful 3. Scary & Trendy (tied)From the parent brand, Six Flags extends positive associations like entertaining and thrilling and creates an interactive association that wasn’t present before. Many respondents believed the ride might be cheesy, however because it’s just in concept testing, this association has the potential to change if ride is done right. Overall, there is high favorability.

UNIQUENESS (Medium/High)

75% of respondents said this attraction was unique. As the ride emphasizes horror while maintaining Six Flag’s core value of thrilling, Wayne Manor has the opportunity to have a high uniqueness that differentiates itself from other dark rides. Rating:Wayne Manor’s points of difference are:Batman, Haunted Mansion, Theatrical, Scary and Interactive

Page 12: Six Flags New Product Proposal (2)

10

FOUR FACTOR MODEL➢ WAYNE MANOR

Page 13: Six Flags New Product Proposal (2)

11

FOUR FACTOR MODEL➢ WAYNE MANOR

Page 14: Six Flags New Product Proposal (2)

FOUR FACTOR MODEL➢ WAYNE MANOR

12

COMPELLING(Medium)

Wayne Manor reinforces existing parent associations including: thrilling, scary, entertaining, Batman, not for children and too intense. It also adds new associations including: theatrical, interactive, haunted mansion, unoriginal and long lines. Many respondents believed viewed the ride as not for children, but family oriented which hints that the ride could cause confusion in the consumer's’ mind. Until executed right, the product has a medium compelling rating.

RELEVANCE(High)

Wayne Manor enhances the trust, credibility and value of the Six Flags brand. The Wayne Manor line extension builds upon Six Flags’ existing Batman association and equity. As other theme parks are also capitalizing off of secondary sources (Disneyland developing a Star Wars land for example), consumers trust that Six Flags would make this attraction true to Batman, thrill rides, and what they expect from the Six Flags brand.75% of respondents trust Six Flags to make this attraction well.

CONSISTENT(Medium)

Wayne Manor fits within the Six Flags brand, but as indicated from respondents it’s unexpected from Six Flags. 49% of respondents expect Six Flags to make this attraction.75% of respondents feel Wayne Manor would be a good fit.

STRONG(High)

Wayne Manor would strongly influence the perceptions of the parent brand.72% of respondents believe Wayne Manor would positively impact their opinion of the Six Flags brand.

Page 15: Six Flags New Product Proposal (2)

ATAR MODEL➢ WAYNE MANOR

13

Trial Rate 28%

Repeat Rate 458%

Trial Sales Units 51,886.67

Repeat Sales Units 237,640.95

Total Sales Units 289,527.62

Retail Sales Volume $67,095,130.66

Page 16: Six Flags New Product Proposal (2)

CONCEPT EVALUATION➢ WAYNE MANOR

14

BRANDING TYPE: Sub-brand

EXTENSION TYPE: Line extension; increases ride variations inside the theme park

EXTENSION STRATEGY: Products relevant to the customer franchise of the brand, products capitalize on the firm’s perceived expertise, product capitalize on the distinctive image or prestige of the brand.

IDENTITY: Thrilling attraction, scary elements inside the ride

POD’s: Haunted house that is not limited to halloween season, leveraging a famous superhero icon, history and heritage of Batman stories and characters

WHAT CHANGES? Builds upon the thrill association and core value of Six Flags, while creating a horror ride not seen anywhere else. Adds an element of adult thrill.

Page 17: Six Flags New Product Proposal (2)

RECOMMENDATION ➢ WAYNE MANOR

15

CONSUMER NEEDS MET:➢ Consumers may enjoy an attraction that immerses

themselves into the world that they see on the movie screen.

➢ The success of Six Flags’ Fright Fest and Universal Studios’ Horror Nights builds upon the popular horror genre to attract customers.

➢ Some 40% of theme park visitors look for attractions adults would enjoy when deciding which theme park to visit (Mintel.com). By capitalizing off of the horror and scariness of Wayne Manor, the ride will attract adults to the park, thus expanding customer demographic base.

*Wayne Manor has the greatest likeability and fit among the three concepts, the lowest risk, and adds equity while doing little to negatively affect the Six Flags brand overall.

➢ PRO: Builds upon success of Six Flags’ Fright Fest and Universal Studios’ Horror Nights and feeds into the horror genre trend in amusement parks and haunted houses. Think: Halloween year-round.

➢ PRO: 75% of respondents said this attraction was unique. As the ride emphasizes horror while maintaining Six Flag’s core value of thrilling, Wayne Manor has the opportunity to have a high uniqueness factor that differentiates itself from competitive dark rides.

➢ PRO: Some 33% of theme park goers agree that new rides or attractions are very important in their decision to visit a park (Mintel.com).

○ Wayne Manor is therefore considered low risk and could attract more people (like older adults rather than just teenagers) to the park itself while not having to increase ticket prices.

➢ CON: Many respondents believed the ride might be cheesy, however because it’s just in concept testing, this association

has the potential to change if ride is done right.

Page 18: Six Flags New Product Proposal (2)

MIDDLE EARTH

16

Leave the park behind and enter into Middle Earth; grassy huts and round doors await as you can enter into the world of JRR Tolkein’s imagination.

➢ Fully air conditioned with a wide variety of food and drink options, The Shire Bar is the perfect place to enjoy a cold pint during your journey!

➢ Soarin’ Over Middle Earth lets you hang glide through the peaceful meadows of the Shire, the wondrous waterfalls and ancient buildings of Rivendell and the volcanoes of Mordor

➢ Get your photo taken with Legolas, Gandalf and Frodo while they’re walking around the Shire

Page 19: Six Flags New Product Proposal (2)

FOCUS GROUP INSIGHTS➢ MIDDLE EARTH

17

ATTRIBUTES: BENEFITS:

Elements From Lord of the Rings FranchiseThemed ‘Land’

New Fantasy Attraction

Means to interact with LOTR universeNew Park Atmosphere; escape from norm

Creates a more diverse experience

POTENTIAL DRAWBACKS: ➢ Might alienate non-LOTR fans➢ Potentially too distracting from main park, might become outdated➢ Not authentic; too similar to Harry Potter World from Universal Studios Florida

Page 20: Six Flags New Product Proposal (2)

18

THREE FACTOR MODEL➢ MIDDLE EARTH

Page 21: Six Flags New Product Proposal (2)

19

THREE FACTOR MODEL➢ MIDDLE EARTH

*Note: Respondents reinforced no negative parent associations for Middle Earth

Page 22: Six Flags New Product Proposal (2)

THREE FACTOR MODEL➢ MIDDLE EARTH

20

SALIENCE(High)

Lord of the Rings as a secondary sourcecreates new equity and attracts families.Because Lord of the Rings was seen as more family oriented than Six Flags, theride has the potential to strengthen thatassociation.

FAVORABILITY(Low)

When respondents were asked to rank the following associations, the response was as follows: 1. Entertaining 2. Youthful 3. Trendy 4. ScaryMiddle Earth has created all new negative associations and thus has a low favorability rating. Thrilling was also eliminated as an association in Middle Earth.

UNIQUENESS (High)

70% of respondents said this attraction was unique. As a land designed after Lord of the Rings cannot be found anywhere else in Southern California, thus respondents found the land to be unique. Middle Earth’s points of difference are:Lord of the Rings, Fantasy Atmosphere, Immersive & Youthful

Page 23: Six Flags New Product Proposal (2)

21

FOUR FACTOR MODEL➢ MIDDLE EARTH

Page 24: Six Flags New Product Proposal (2)

FOUR FACTOR MODEL➢ MIDDLE EARTH

22

Page 25: Six Flags New Product Proposal (2)

FOUR FACTOR MODEL➢ MIDDLE EARTH

23

COMPELLING(Low)

Middle Earth reinforces existing parent associations including: contemporary, entertaining, youthful and family oriented. It also adds new associations including: immersiveness, fantasy atmosphere, Lord of the Rings, boring, distracting, tame and out of place. Although deepening the family oriented association, Middle Earth adds too many negative associations to Six Flags that contradicts their core values.

RELEVANCE(High)

Middle Earth enhances the trust, credibility, diversity and value of the Six Flags brand. The Middle Earth line extension builds upon Six Flags’ existing equity associated with the success of Warner Brothers properties.74% of respondents trust Six Flags to make this attraction well.

CONSISTENT (Low)

Only a little more than half respondents believe Middle Earth would fit within the Six Flags brand. Too many negative associations add to the Six Flags brand overall, including many associations that are opposite of Six Flags core values. 27% of respondents expect Six Flags to make this attraction.61% of respondents feel Middle Earth would be a good fit.

STRONG(Medium)

Respondents responded that Middle Earth would strongly influence their perceptions of the parent brand positively, but also associate Middle Earth with “tame” and “distracting”, creating a contradicting opinion on this land. 76% of respondents believe Middle Earth would positively impact their opinion of the Six Flags brand.

Page 26: Six Flags New Product Proposal (2)

ATAR MODEL➢ MIDDLE EARTH

24

Trial Rate 31.60%

Repeat Rate 500%

Trial Sales Units 58,557.82

Repeat Sales Units 292,789.10

Total Sales Units 351,346.92

Retail Sales Volume $81,421,135.24

Page 27: Six Flags New Product Proposal (2)

CONCEPT EVALUATION➢ MIDDLE EARTH

25

BRANDING TYPE: Sub-brand

EXTENSION TYPE: Line extension, increasing ride variations inside the theme park

EXTENSION STRATEGY: Products relevant to the customer franchise of the brand, products capitalize on the firm’s perceived expertise, product capitalize on the distinctive image or prestige of the brand.

IDENTITY: A franchise-based park, Lord of the Rings theme

POD’s: Based off Lord of the Rings, an “escape” from outside world, fantasy land, fully immersive into the nonfiction world

WHAT CHANGES? Makes the park more family-oriented and fantasy-like

Page 28: Six Flags New Product Proposal (2)

RECOMMENDATION➢ MIDDLE EARTH

26

CONSUMER NEEDS MET:➢ Consumers may be looking for more detailed

aesthetics inside an amusement park like Islands of Adventure or FantasyLand at Disneyland. Middle Earth creates the “themed land” idea that other parks have capitalized on and creates a more immersive experience.

➢ Some 40% of theme park visitors look for attractions adults would enjoy when deciding which theme park to visit (Mintel.com). As the Lord of the Rings is a cross-generational franchise, Middle Earth may attract an older demographic not previously targeting at Six Flags.

*Middle Earth has created the most negative associations for Six Flags, lacks total fit with the brand and contradicts core values of Six Flags with associations like “boring” and “tame”.

➢ PRO: A current trend with Six Flags competitors are to create theme lands by building off existing equity from a secondary source (Disneyland will soon have Star Wars land and Universal Studios will have a Harry Potter land)

➢ PRO: With the highest retail sales volume, Middle Earth would help Six Flags remain relevant, add more modern associations and keep up with it’s competitors.

➢ CON: Lord of the Rings theme might alienate non-Lord of Rings fans and take away from Six Flags’ core value of thrill as seen in the chart.

○ Middle Earth was often described as “tame” or “boring”, contradicting Six Flags brand mantra.

➢ CON: Very low consistency level as only 27% of respondents expect Six Flags to make this attraction and only 61% of respondents feel Middle Earth would be a good fit.

➢ CON: As the graph explains below, only 70% agree or strongly disagree that Lord of the Rings is thrilling which could takeaway from Six Flags’ strongest association

Page 29: Six Flags New Product Proposal (2)

BATMOBILE PARTY LIMO

27

Ever wanted to take a cruise in the Batmobile? Now’s your chance!

➢ A sleek and stylish replica of the Batmobile from Batman Returns driven by Batman himself

➢ A full service mini bar stocked with chips, sandwiches and drinks.

➢ A full service limousine that will transport up to 12 guests from a location of your choosing to Six Flags Magic Mountain!

Page 30: Six Flags New Product Proposal (2)

FOCUS GROUP INSIGHTS➢ BATMOBILE PARTY LIMO

28

ATTRIBUTES: BENEFITS:

Luxury Shuttle Service Elements from Batman Franchise

New Attraction

Convenient for park-goersMeans to interact with Batman universe

Expand experience outside the park

POTENTIAL DRAWBACKS: ➢ Might be seen as unnecessary luxury ➢ Potentially too random/unrelated to park➢ Doesn’t impact consumer’s park experience too much

Page 31: Six Flags New Product Proposal (2)

29

THREE FACTOR MODEL➢ BATMOBILE PARTY LIMO

Page 32: Six Flags New Product Proposal (2)

30

THREE FACTOR MODEL➢ BATMOBILE PARTY LIMO

Page 33: Six Flags New Product Proposal (2)

THREE FACTOR MODEL➢ BATMOBILE PARTY LIMO

31

SALIENCE(High)

The Batmobile uses Six Flags’ youthful association to attract a younger demographic and creates another occasion to go to Six Flags.79% of respondents said birthdays would anideal occasion to use the Batmobile,improving upon the only 56% that would consider going to Six Flags for a birthday in general. The number of usage situations to use the Batmobile and go to Six Flags increases and is essentially a driving advertisement.

FAVORABILITY(Medium)

Six Flags builds existing associations like thrilling and youthful to the Batmobile, but unfavorable associations like expensive that contradicts Six Flags’ affordability approach to their park.When respondents were asked to rank the following associations, the response was as follows: 1. Youthful 2. Trendy 3. Entertaining 4. Scary

UNIQUENESS (High)

85% of respondents find the Batmobile to be unique.The Batmobile’s points of difference are:Nerdy, Convenient, Personalized, Luxurious, Trendy & Youthful

Page 34: Six Flags New Product Proposal (2)

32

FOUR FACTOR MODEL➢ BATMOBILE PARTY LIMO

Page 35: Six Flags New Product Proposal (2)

33

FOUR FACTOR MODEL➢ BATMOBILE PARTY LIMO

Page 36: Six Flags New Product Proposal (2)

FOUR FACTOR MODEL➢ BATMOBILE PARTY LIMO

34

COMPELLING(Medium)

The Batmobile Party Limo reinforces existing parent associations including: youthful, trendy, thrilling, Batman, not popular and too intense. It also adds new associations including: immersive, luxurious, convenient, expensive and nerdy.

RELEVANCE(High)

The Batmobile Party Limo enhances the trust, diversity and value of the Six Flags brand. The Batmobile Party Limo category extension creates a new category of brand superiority that establishes Six Flags as more competitive. 73% of respondents trust Six Flags to make this attraction well.

CONSISTENT (Low)

The Batmobile Party Limo fits poorly within the Six Flags brand. 25% of respondents expect Six Flags to make this attraction.45% of respondents feel Batmobile Party Limo would be a good fit.

STRONG(Medium)

The Batmobile Party Limo would moderately influence the perceptions of the parent brand. Rating: Medium65% of respondents believe Batmobile Party Limo would positively impact their opinion of the Six Flags brand.

Page 37: Six Flags New Product Proposal (2)

ATAR MODEL➢ BATMOBILE PARTY LIMO

35

Trial Rate 17.90%

Repeat Rate 443.65%

Trial Sales Units 33170.40945

Repeat Sales Units 147,160.52

Total Sales Units 180330.931

Retail Sales Volume $31,830,212.63

Page 38: Six Flags New Product Proposal (2)

CONCEPT EVALUATION➢ BATMOBILE PARTY LIMO

36

BRANDING TYPE: Sub-brand

EXTENSION TYPE: Category extension

EXTENSION STRATEGY: Products relevant to the customer franchise of the brand, products capitalize on the firm’s perceived expertise, product capitalize on the distinctive image or prestige of the brand, companion product for the brand

IDENTITY: Provides entertaining transportation to Six Flags, luxurious Batmobile feel for the passenger

POD’s: Batmobile replica, Exciting transportation to the park, food and drink

WHAT CHANGES? Gives a party atmosphere to those traveling to Six Flags; expand experience to outside the park, creates more occasions to go to the park

Page 39: Six Flags New Product Proposal (2)

RECOMMENDATION ➢ BATMOBILE PARTY LIMO

37

CONSUMER NEEDS MET:➢ Consumers may enjoy an attraction

that immerses themselves into the world that they see on the movie screen. A Batmobile Party Limo may attract a younger demographic and creates another occasion (birthdays) to go to the park.

*Batmobile has a very low fit with the Six Flags brand and has lowest Retail Sales Volume of all three new product proposals. Further testing would need to be done with parents and kids (rather than just teens and young adults) to see if they might have a different perception of the batmobile that would propel the concept into the development stage.

➢ PRO: 79% of respondents said birthdays would an ideal occasion to use the batmobile, improving upon the only 56% that would consider going to Six Flags for a birthday in general, thus increasing consideration of special occasion situations.

➢ PRO: Per Experian Marketing Services Simmons data, kids are the most likely to own Transformers, Spiderman, or Batman action figures, all of which have been turned into theme park attractions (Mintel.com), these add to the hype of the product for kids and may expand demographic age range.

➢ CON:Low consistency level as only 25% of respondents expect Six Flags to make this attraction and only 45% of respondents feel Batmobile Party Limo would be a good fit.

➢ CON: Lowest Retail Sales Volume of all three concepts.

Page 40: Six Flags New Product Proposal (2)

NEW PRODUCT SELECTION

38

Wayne ManorYES

Middle EarthNO

BatmobileNO

Needs fit the brand?

Yes No (Takes away from other aspects

of Park; tame)

Yes (creates additional equity)

Big enough? Yes Yes No (lowest sales volume)

Follows core values?

Yes (thrilling, no additional cost)

No (tame, boring) No (seen as expensive)

DISRUPTIVE? No Yes No

CHANNEL PARTNERS?

Batman (Warner Bros.)

Lord of the Rings (Warner Bros.)

Batman (Warner Bros.)

Page 41: Six Flags New Product Proposal (2)

MOVING FORWARD: WAYNE MANOR

39

NEW PRODUCT RANK➢ Lowest Risk ➢ Creates the greatest positive associations and has built-in credibility with

success of the Warner Bros. entities already in Six Flags➢ Builds upon existing target market➢ Profits off of horror genre that makes Fright Fest so popular in the month

of October➢ Has room for improvements and innovations as time passes; adaptable ➢ Retail Sales Volume: $67,095,130.66

Page 42: Six Flags New Product Proposal (2)

40

#1 Advertise as a Horror Attraction The horror genre is both popular in films and popular in theme parks. Just like Universal Studios’ Horror Nights and Knott’s Berry Farm’s Knott’s Scary Farm, Six Flags Fright Fest brings an increase of customers during the month of October. By emphasizing a “Halloween Year-round” approach with this specific ride, Six Flags can make a profit on Halloween outside just the month of October.

#2 Open Ride Around the Same Time as a Batman Film With the DC Universe expanding on the movie screen, Six Flags can utilize the existing equity and hype built around these films to launch this ride. With Justice League movies and a rumored solo Batman film in development for the next few years, opening this ride among those films will help the ride launch and inadvertently builds upon an already successful brand equity in the Batman franchise that fits the target market for Six Flags. A popular trend among Six Flags’ competitors are also capitalizing off of secondary sources such as Disneyland’s future Star Wars land. Opening this ride alongside Batman films keeps Six Flags within that competition and trend.

#3 Make Line for Ride Aesthetically-Pleasing and Part of the Ride ExperienceThe Six Flags Magic Mountain parent brand’s negative associations include long lines that may contribute to unpleasing experiences at the park. In order to also keep up with the aesthetics that Disneyland and Universal Studios excel at, making the waiting experience to go on the ride could add to the scariness factor of the ride and help alleviate the negative association of long lines. The line could theoretically be a part of the experience of the ride rather than a burden to be endured to get to the experience of the ride.

NEW PRODUCT RECOMMENDATIONS

Page 43: Six Flags New Product Proposal (2)

WAYNE MANOR: POSITIONING

41

CATEGORY: Dark Ride (definition: amusement park or theme park ride that uses vehicles to send passengers into an indoor environment and through a series of scenes)

TARGET MARKET: 17-25 young adult tourists & Californian residents

COMPETITORS: Disneyland’s ‘Haunted Mansion,’ Universal Studios’ ‘The Mummy’

POP’s POD’s

Indoor Pyrotechnics

Seasonal Changes

Live ActorsIdentifiable Villains

Theatrical AtmosphereBatman Franchise

Positioning Statement: Wayne Manor is the only Batman-

themed dark ride attraction in Southern California that features

live actors and a theatrical atmosphere providing an

interactive, thrilling experience for teenagers and young adults.

Page 44: Six Flags New Product Proposal (2)

WAYNE MANOR: PRODUCT/SERVICE

42

TANGIBLE FEATURES: Villains including Scarecrow, Mr. Freeze, and the Joker come to life, immersive experience into a popular franchise that provides an escape for the outside world

TANGIBLE BENEFITS: Adrenaline-rush and Scary aesthetics provide a sight that will haunt your dreams

INTANGIBLE BENEFITS: Thrill, energy and excitement that change the way a rider views haunted houses

Page 45: Six Flags New Product Proposal (2)

WAYNE MANOR: PRICE

42

PRICE: Entrance fee to Six Flags Magic Mountain is $76.99 (Wayne Manor is included in the entrance fee as with all other rides in the park)

PRICING METHOD: Wayne Manor is an added feature to the park and won’t affect the entrance fee to the park. Wayne Manor will, in turn, increase attendance to the park and thus increase revenue without having to raise price of admittance, compromising Six Flags’ core value of affordability.

Page 46: Six Flags New Product Proposal (2)

WAYNE MANOR: PLACEMENT

43

DIRECT CHANNELS: Patrons access Wayne Manor by purchasing tickets to Six Flags Magic Mountain either online (sixflags.com) or at the entrance of the park

INDIRECT CHANNELS: Ralph’s, Burger King, and Coke cans have special promotions for Six Flags Magic Mountain tickets which provides access to Wayne Manor

PUSH STRATEGY: Product/Film Merchandising & Cooperative Advertising

PULL STRATEGY: TV/Radio/Online Advertising, Word of Mouth, Social Media Promotions, Coupons, & Event Marketing

Page 47: Six Flags New Product Proposal (2)

WAYNE MANOR: PROMOTION

44

ADVERTISING: Run ads on TV, Radio and Online. Partner with Coca Cola for cardboard displays in Ralphs in the Southern California area.

PROMOTIONS: Ticket discount via Coca-Cola cans

ONLINE CAMPAIGN: Social Media Presence #WayneManor, Social Media contest where a person is randomly selected from their Facebook likes, Twitter retweets of @SFMagicMountain posts: Winner will be first to ride Wayne Manor

DIRECT MARKETING: Email Newsletter, Fliers around malls, public areas and colleges.

EVENTS: Time the opening for the attraction around the release of a new Batman Film (Justice League Movie Part 1 opens in 2017 and Justice League Part 2 opens in 2019 with a standalone Batman movie in development also).

Page 48: Six Flags New Product Proposal (2)

APPENDIX CONTENTS

➢ Focus Group Pictures➢ Signed Released & Focus Group Discussion Worksheets➢ Survey Responses & Demographics➢ Qualtrics Survey

Page 49: Six Flags New Product Proposal (2)

FOCUS GROUPS

Page 50: Six Flags New Product Proposal (2)

SURVEY RESPONSES & DEMOGRAPHICS

Are you between the ages of 17-22?

Page 51: Six Flags New Product Proposal (2)
Page 52: Six Flags New Product Proposal (2)
Page 53: Six Flags New Product Proposal (2)
Page 54: Six Flags New Product Proposal (2)
Page 55: Six Flags New Product Proposal (2)
Page 56: Six Flags New Product Proposal (2)
Page 57: Six Flags New Product Proposal (2)
Page 58: Six Flags New Product Proposal (2)
Page 59: Six Flags New Product Proposal (2)

EXTERNAL SOURCES

"Six Flags Magic Mountain." Six Flags Magic Mountain. Web. 29 Oct. 2015.

"Disneyland ® Official Site." Disneyland ® Official Site. Web. 29 Oct. 2015.

"Homepage." Universal Studios Hollywood. Web. 29 Oct. 2015.

"Six Flags Magic Mountain." Tourism Marketing District. Web. 29 Oct. 2015

McCrory, Chris. "Six Flags Magic Mountain's Fright Fest Declared America's Best Theme Park Halloween Event By USA Today." Hometown Station KHTS AM 1220. 2003-2015 Hometown Station, 16 Oct. 2015. Web. 29 Oct. 2015.

Martin, Hugo. "Six Flags Entertainment Reports Attendance Jump and Record Revenue." Los Angeles Times. Los Angeles Times, 20 Oct. 2015. Web. 29 Oct. 2015.

Macke, Dana. “Theme Parks- US - May 2015.” Mintel.com. Web.