The business environment in the twenty-first century has been ever evolving, and to maintain competitive within the environment, many marketing efforts have shifted, from the traditional marketing to experiential marketing. Disneyland theme park is a very successful example of an experiential retail environment. The outstanding effort in marketing has assisted the company to achieve their world-class status. This essay discusses the experiential retail environment of Disneyland, particularly Hong Kong Disneyland and how Disneyland makes use of experiential marketing strategies to create symbolic meaning to the locals in Hong Kong with consideration of their cultural backgrounds and lifestyle. Due to personal backgrounds and cultural differences, no single one consumer would have the same experience and symbolic meanings from Disneyland.
Schmitt (1999) describes ‘experiential marketing view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences.’ There are four important characteristics in experimental marketing; a focus in customer experiences, a focus on consumption as a holistic experience, customers are rational and emotional animals and methods and tools are eclectic. These are shown in Figure 1 below.
FIGURE 1: Characteristics of Experiential Marketing (Adapted from Schmitt, 1999)
In addition to these four characteristics, experiential marketing also includes strategic experiential modules (SEMs); sensory experiences (sense), inner feelings and emotions (feel), creative cognitive experiences (think), physical experiences, behaviours and lifestyles (act) and self-identity relating to reference groups or cultures (relate) (Schmitt, 1999). To broaden the experiential appeal, ...
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Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
Ron Johnson spent a great deal of time and money to promote his ideas of “stores-within-stores” by turning floor space into an area to house several branded boutiques. He did this in order to attract a target market of a wider demographic which includes age, gender, and generation. One of the m...
A characteristic of the marketing concept is customer orientation. Business activities are mostly engaged to produce a satisfied customer. They are there to Stress on the desires and wishes of a customer this keeps businesses on track with their target market. The best marketing decisions are completed on the foundation of making a massive impact in the market and towards customers. The consumers/people
This book is very good at analyzing almost each aspect of the Disney company such as the history, the Disney Universe, and the world’s response. Understanding the company’s intentions helps to define the culture. Looking deeper into the company itself, the article “The Psychology of Disney”, written by Collide magazine, goes into detail about the four parts of Disney movies. This includes the formula, the animation, the music and any other patterns. This source also explains how the audience mind is affected by each of these different aspects mentioned. When looking deeper into the movies, the darker parts-- including the original stories these movies are based off of--can show you that looking just at the surface of Disney movies provides the wrong impression. While the last source looks at the culture from a creator's point of view, this next source looks at the culture in a consumer's point of view. In the article “Does More Money Mean More Happiness?” written by Susie Poppick, it addresses if spending money really brings happiness. While the article questions if the money being spent by the consumer is really bringing the consumer happiness. The book brings up an example that Disneyland parks are actually built for guests to spend tons of money when they first enter the park. When first entering a Disney park there are food places and gift shops which draws people in,
Walt Disney created Disneyland on July 17, 1955, and from this date it was deemed, “The Happiest Place on Earth.” Nearly every child today knows what Disney is and what it represents: imagination. Not all children have the privilege to go to Disneyland, but with the different movies and TV shows now circulating the world, Disney has made an impression on our youth, in the best possible way. Disney represents our children's imagination, creativity, hope, dreams, and debatably the most important one: family bonding time. Walt Disney’s Snow White was one of the first movies to produce retail products, that were distributed before the film release in order to maximize profit, giving Walt Disney the appearance of creating the marketing strategy. One of the most prominent methods of advertising that Disney used, was advertisements directed towards the children alone. For example, when a child would watch Disney’s television show, they would become enveloped and fascinated by what they saw. This would lead to the children asking for their own “little piece of Disney” at home. Disney was able to perfect this method by understanding that in 1955, the majority of the adults were working hard and had no time to spend with their children. Many parents of the working force felt bad for not spending more time with their children which lead to an increase in spending money on their children. Advertisers believed that by “planting the seed” at a young age, the children would not only bring sales now, but as well as in the future. “They have come to believe what RayKroc and Walt Disney realized long ago — a person’s “brand loyalty” may begin as early as the age of two.” (Schlosser 42). For example, our parents grew up going to Disneyland, and now take their own children back to Disneyland, as a tradition from past positive experiences. Walt Disney was able to
Macy’s intended to deliver enhanced shopping experiences to its consumers through dynamic department stores and online sites. In this regard, the company developed a North Star strategy that allows it to improve its sales growth and to develop its existing core activities. The company’s consumer research monitors, analyze and anticipate their needs and wants based on the changing market trends. This allows it to strengthen its customer base and also helps it in identifying new markets and customers. Macy’s also identifies different styles and designs based on various occasions and events that allow it to capture the changing preferences of its customers. The company also celebrates various iconic events to interact with its customers which
consumerism can be hugely related to the human phsychology.people want variety and are attracted to it when presented a range of products.furthermore attractive and idealistic advertisements pull potential customers further into the world of consumerism.from 20 different types of cereal to 35
This commercial appeals to a vast range of viewers through its emotional appeal, fantasy-like experiences, and it’s strong relations with Disney movies. Turning traditional children’s experiences into magical ones is what Disney strives to do. Connecting the park strongly to the fantasies within Disney movies motivates children to want to visit even more. By sparking kid’s interest, Disney successfully influences the kids to persuade their parents to take them to a park to help their children’s dreams become a reality.
Nordstrom retail stores have large hallways, and everything is presented in a very classy manner. The color scheme includes pale yellows, whites, and gold, to provide a more elegant appearance in the store in order to make the shopped feel special. The design is also seen through product organization. Compared to stores like Macy’s, which organize their products based on brand, Nordstrom organizes their products based on lifestyle. Because of this, it is easier for shoppers to find clothes similar to their style as opposed to by brand. In effect, shoppers will purchase more products. This also is a type of experiential retailing, where Nordstrom customers are able to experience the elements of their lifestyle within one section. More so, the product presentation will draw people’s eyes to products, even if they are not looking for it. This gives Nordstrom a competitive advantage in relation to other similar retail stores because it makes their store look more glamorous and high-end. While other stores may focus on value, Nordstrom utilizes the retail positioning strategy to make a customer feel more high-end and
P-Y. Dolbec & J-C. Chebat, 2013, The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity, New York University
Experiential: “The experiential positioning should be tangible enough that we immediately know what to do with it” (Schmitt, 2003, p.99). An example of experiential positioning for this product is making the consumer feel and believe they can perform at the same level as LeBron James when wearing his brand of sneaker. Experiential positioning requires marketing of the obvious functions of the
Shiffman, L.G. & Kanuk, L.L. 2010. Consumer behaviour. 10th ed. Upper Saddle River. NJ: Pearson Prentice Hall.
By now, I would almost seem like an advocator of some great movement against the marketing world. On the contrary, all that I have tried to do— is present facts and if I am allowed the luxury of opinion, then I personally find marketing a highly creative process with almost limitless potential to innovate. But then, when we do something—-we are always presented with a choice. We can do work the way it should be correctly done or the way we want it to be done.
Here, visual merchandising will be a beneficial tool in defining the exclusive identity of the brand and thereby increasing the sales and their market value. It is the appropriate time that the Indian retail industry understands and adopts the beneficial traits visual merchandising rather than the traditional practices of display of products and communication via sales personnel. The customers are trends aware and the stores on the other hand have managed to up the glamour quotient. Only a link of brand communication between the brand products and shoppers remains missing. (Pundir, 2007)
Solomon, Michael R; Bamossy, Gary; Askegaard, Søren; Hogg, Margaret K (2010): “Consumer Behaviour A European perspective” 4th edition.