Great question from Jo. Where would Disney sit when it's goals are to entertain i.e., marketing goal is I want to be entertained/ get a wow? The answer is simple. Disney is high process high entertainment. Entertainment related goals are the reason to buy. Importantly from this starting point,experience is the main means to add-value as Disney is not focused on price competitiveness or adding service features (bigger restaurant) but building in entertainment wows! A wilder ride or a great new experiential hotel. They are competing by building experiences - some of which are brand extensions such as the Disney village. Again, it is not just about their starting point - to entertain - but how they use entertainment wows to compete and stretch the definition of what a theme park means, just as overbuy or lush stretched the definition of their markets by experience additions.
My answers
Great question from Jo. Where would Disney sit when it's goals are to entertain i.e., marketing goal is I want to be entertained/ get a wow? The answer is simple. Disney is high process high entertainment. Entertainment related goals are the reason to buy. Importantly from this starting point,experience is the main means to add-value as Disney is not focused on price competitiveness or adding service features (bigger restaurant) but building in entertainment wows! A wilder ride or a great new experiential hotel. They are competing by building experiences - some of which are brand extensions such as the Disney village. Again, it is not just about their starting point - to entertain - but how they use entertainment wows to compete and stretch the definition of what a theme park means, just as overbuy or lush stretched the definition of their markets by experience additions.