Marketing Communication Mix
Uploaded by water4204 on Nov 21, 2011
Assignment 1 – Theme Parks
1.0 Introduction 3
2.0 An Overview of the Market 3
2.1 The main players in the market 3
2.2 Recent Trends 4
2.3 Environmental Influence 6
2.4 Expenditure on marketing communications and share of voice (SOV) 7
2.5 Customers and how do they buy – Consumers and their Expenditure 9
3.0 A Comparison between two brands within the theme park market 11
3.1 Objectives 11
3.1.1 Disneyland’s Objectives 11
3.1.2 Pleasure Beach’s Objectives 11
3.2 Main Message 12
3.2.1 Disneyland’s Main Message 12
3.2.2 Pleasure Beach’s Main Message 12
3.3 The Positioning Strategy 12
3.4 Target Audience 12
3.5 How much money are they spending and how 12
3.6 Marketing Communications Tools and Media 12
3.6.1 Disneyland’s Marketing Communications 12
3.6.2 Pleasure Beach’s Marketing Communications 12
3.7 Evidence of IMC 14
4.0 Conclusion 16
5.0 Reference 18
6.0 Bibliography 19
In this report, I aim to provide an overview of the theme parks market. Using useful sources such as Keynote and Mintel, the market research will identify who the main players are in the market, recent trends, expenditure within the market, the target market of theme parks and spending trends. With this information, these should allow and help form up a PESTLE analyse on the market as well as on the main players within the market in order to make a conclusion on why the marketing communication strategy within the theme park industry is successful.
2.0 An Overview of the Market
2.1 The main players in the market
In the theme parks market,their are many contenders within the industry. As the theme parks market has evoled into a multibillion industry, its entertainment factors has drawn vistors from all around the world in which many themes have generated over the years. Having looked at companies information, annual reports and other theme park resources, they have provided estimates of theme parks attendance to distinguish the main players in the market.
Figure 1 (below) shows the top 10 amusement/theme park attraction chains worldwide.
Fig. 1 
It is clear that the most visited theme park in the world in 2007 was Magic Kingdom at Orlando’s Walt Disney World and has been for the last couple of year. Coming second was Disneyland Tokyo, with an estimate of 15.1 million vistors in 2007.
Having looked at the 2007 report on the attendance in amusement/theme parks, it is clear that the dominate players in the theme parks market are DisneyLand, Universal Studios and Everland.
Attendance for the top 25 theme parks worldwide increased in 2007 by 0.5 percent to 187.6 million vistors. Vistors to the 20 most popular parks in Europe increased by 2.8% - 41.2 million.