Introduction
The main idea of experiential marketing is to attract customers and improve their experiences through direct involvement, observations, and opinions. It is not only a helpful and educational practice but also a chance for ordinary people to have fun and learn the main service characteristics. This report will evaluate Disneyland Park, its services, consumers, and consumption benefits. In the end, several suggestions for improvement will be offered to strengthen marketing activities in Disneyland.
Description
There are many reasons people visit Disneyland Park in Anaheim, California. In addition to enjoying childhood and spending time having fun, visitors usually get access to a fairytale environment and cartoon or movie characters, namely Mickey Mouse, Goofy, Donald Duck, and others. Regarding the current technological progress and online services, it does not take much time to find the park’s location and get to the point in a short period. Still, some consumers might need help finding the main entrance. It is hard not to be impressed by the territory’s size and beauty, including its eight thematic areas: Fantasyland, Adventureland, Frontierland, New Orleans Square, Critter Country, Star Wars: Galaxy’s Edge, Mickey’s Toontown, and Tomorrowland.
Walt Disney opened the park in 1955, and, to honor his contribution to the world of entertainment, Blaine Gibson built a statue, Partners, with Disney and Mickey Mouse. Each section in the park has its particular theme and contains a number of characters who cooperate with visitors, organize shows, and keep an eye on installations. Every detail has its purpose in Disneyland, paying attention to consumers, their needs, and interests.
Consumers
One of the most amazing features of Disneyland Park is the variety of its consumers. At this place, men and women of all ages can spend their time with interest. On the one hand, it is expected that many families with children will be brought to meet cartoon characters and play with them. Younger visitors admire the shows and buildings that remind them of the stories they watch on the screen. On the other hand, together with carousels, there are many rides and attractions for adult consumers, which means that grown-ups can use the park for their entertainment purposes. Although sights such as Disneyland should attract tourists, many local citizens who speak English like to visit this place during the day.
Finally, regarding the established price policies, the representatives of low- and middle-income families do not need much money to spend some time in the park. There are many shops and other stores where people buy food, drinks, souvenirs, and other Disney-related products.
Consumption Benefits
Consumption benefits are the reasons customers choose the offered production or service. In Disneyland Park, people get access to multiple options, including riding, observing the views, eating, drinking, dancing, and interacting with employees. Among the most recognizable benefits, one should admit large thematic areas based on well-known cartoons, movies, and fairy tales.
Communication and interaction with Disney heroes are other significant benefits of consumption. Instead of simple observations, visitors can take photos and talk to the personnel. Many food courts provide people with an opportunity to rest, eat, and drink in safe and cozy areas. If someone wants to find something to memorize this event, different shops and booths contain Disney products. Finally, when it is time to take some rest or when you want to stop for a moment and enjoy the view, comfortable sitting areas are available. Some benches are located along shady alleys, so it is not that hot on sunny days, but most places are around fountains and other walking areas, making it impossible to stay private.
Suggestions for Improvement
At first sight, Disneyland seems to be a perfect place with no drawbacks. Still, there is always some space for improvement in any marketing program. Disneyland employees have already applied many techniques and strategies to ensure their services are attractive to visitors. However, having more characters around and additional tablets on the territory may become a significant improvement. Sometimes, people need help finding the desired area, but a lack of personnel prevents this goal from being achieved.
Another recommendation touches upon sitting areas and creating new places for rest. It is hard for large families to find a spare place and sit there in quiet and shade.
Finally, food options have to be expanded for people with special needs. Although most visitors are children who expect candies, fresh fruits, and sweets, it is better to introduce a varied menu in addition to fast food and cookies. Many individuals with diabetes or other chronic diseases should avoid particular products. Thus, they must not consider restrictions but admire the food and drinks offered. All these steps do not cost a lot regarding Disneyland’s budget, and it does not take much time to improve the area.
Conclusion
This report clearly explains the current achievements and consumption benefits at Disneyland Park. Its creation history, purposes, and approaches contribute to marketing success. Many people are eager to visit Disneyland and get a portion of positive emotions, memories, and entertainment.
At the same time, suggestions for improvement can be given to increase client satisfaction and the overall image. Because of people’s high expectations and demands, the number of sitting areas, food options, and people has to be constantly increased. Instead of finding a location or a place to rest, it is necessary to ensure visitors are informed and have fun.