Multi-Segment Marketing in Disneyland Dubai

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Disneyland is one of the best-known brands worldwide, equally popular among all age groups. As a result Disneyland Dubai applies multi segment marketing in order to pinpoint its customer target market in several categories. Hereby it mostly separates its customers into “geographic, psychographic and demographic groups” (Waltdisneyco, 2011). Although Disneyland theme parks have a loyal customer base of which 70% are returning visitors, Disneyland adapts its strategies to fluctuations in the international demographic and psychographic market to constantly attract new clients. Travels are increasing, individuals are going back to traditional family values and today’s young customers will grow up and have babies of their own. Emerging from this “Disney parks are designed for the value of family life, long-distance travel, major vacation excursions and have grown to attain the status of national popular culture capitals among all ages” (King, 2004).

Disney theme parks and merchandise stores around the world are located in central locations that are simply reachable by locals as well as tourists, young as well as old. Theme Parks
Therefore our target market mostly consists of families with middle or upper income levels. Our theme park fees and merchandises are affordably priced to match our target market average income levels.
Concluding from the market segment research it becomes clear that Disneyland Dubai should not target just one specific target group but apply the concept of multi segment marketing by approaching families thus increasing its profit and revenue

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