heDisneyStoreJapanPPT模板.ppt

TheDisneyStoreJapan DisneyMagicinTown gettingmuch muchclosertoYou 22April1999OgilvyOneworldwideJapan Agenda Whereareweandwhy CurrentSituationWheredowewanttobe ObjectiveHowdowegetthere ProgramWheredowestart TestHowfarcanwego Benchmark Whereareweandwhy KeyDiscoveries Market category Consumer category Communications category DisneyBrandandTDSJ Market NewentrantssuchasSnoopyTownandWBSScreatingnoisewithstrongentertainmentfactorSanriomovingtacticallytocapturevarioustargetsegmentsDisneygoodsavailableinvarioustypesofplacesIsTDSJentertainingtheguests givingmorethanaplace to shop Consumer Maleandfemale ofmainly20s haveinterestincharacterandcharactergoods 34 maleand42 femaleinall 47 maleand61 femalein20s 73 ofthosewhohaveinterestdon tmindspendingalittlemoretoenjoytheirlife 50 ofthosewhohavenointerest Avg spend24 000yenperyear 12 000foroneselfand17 000yenforgiftandfamilyConsumerhaswiderchoiceintermsofcharacter itemandplacetoenjoyandshopAvg spend7 500yenofTDSJislowerthanthecategoryavg OpportunityforTDSJtoincreaseshareofcustomer Communications MostcompetitorsdonothaveactivemasscommunicationsexceptforoccasionalPR andtheyrelyonthestoreandthecharactersTDSJalsorelyoncharactersandsynergypartnersWBhasCCwithminimalmembershipprivilegeSanriohasnewslettersoldin storeandwillstartmembershipclubinMay JuneNoactiveorone to onecommunicationswithcustomersnow butthecompetitiveenvironmentischanging TDSJ Brand Disney ExperiencetheDisneyMagic Store smotto EntertainmentShoppingVeryhighawareness80storesinJapan 82storesbySep 99About75 ofitemsareonlyavailableinTDSJFriendlycastHavemoregueststhanTDL 24vs15mil AplacenearyourhomewhereyoucanenjoyandhavethefeelofTDL thingsrelatedtonewmoviesandexclusiveDisneyitemsDoesitsatisfyguestswiththemagicalexperienceandentertainment TDSJSurveyResults AllconsumersareNOTcreatedequalandshouldNOTBEtreatedequally DifferentialMarketing ProfitSegments High Medium Low No Profit Sales Profit TheDFMCommunicationsModel High Medium Low No Profit 33 75 Sales Buyers AnUniversalPhenomenon TargetingtheRightCustomers Howdowedefinehigh profitcustomers Bytheirbuyingbehavior Notonlybytheirdemographics KeyMarketingIssuesofTDSJ TDSJmustenhanceitscorevaluetostandoutinthemarketplaceTDSJmustretainthoseguestswhoalreadyvalueTDSJandfosterthem givethemmorevalueWeknowthatthereisagroupofmania collectorsandagroupoffans mainlyaged20 34female butdon tknowwhotheyareanddon tcommunicatedirectly one to onewiththemandvaluethem exceptforthecommunicationseachstorehaswithminimalno ofguests Wheredowewanttobe Objective EstablishstrongerLoyaltyingueststogeneratestablegrowthinsalesandprofitSpecifically Increasethehighyieldguestsfrom12 to20 Occasional SemiFans CollectorsGreatFans Assumptionof3Clusters Never Loyalty FrequencyofPurchase Sales Profit CompetitiveBrandStorePresence Visit Increase Maintain Maintain Maintain Prevent Decrease Maintain IncreaseShareofGuest Howdowegetthere WhatcanguestbenefitfromTDSJ 75 ofitemisonlyavailableinTDSJItemsarelimited exclusive imported etc NewitemissoldfasterthananyotherplaceExperience Entertaining justasashow asifinaworldfullwithDisneymagic 2Differentiators ExclusivityofproductsGuestscometoTDSJforDisneygoodsonlyavailableinthestoreExperienceGuestscometoTDSJneartheirhomeorofficefortheentertainment tofeel see heartheDisneymagicCorevalueofTDSJ OurMission Whateverwedo Wemustfocusoncorebrandvaluetodifferentiateusfromthecompetition 360degreesBrandStewardship Advertisingmasscommunicationbrandimage One to Oneindividualcommunicationmorebenefitdriventrackresponse testbrandimage BUILDBRAND InternetindividualcommunicationmorebenefitdriventrackresponseQUICKLYbrandimage PRmasscommunicationbuildsbrandcredibilitybrandimage Storein storecommunicationbrandexperiencecastbrandimage Withonestepinthestore you llfindaworldofMagicWow You releftstandingwithyourmouthopen EveryonebelievesinMagicsomewhereintheheart TheDisneyStorebringsoutsuchbelief Itisanexcitingspacethatisclosetoyou whereyoucanfeel touchandbringbackhomeDisneyMagicthathastransformedintoanobject TheDisneyStore FlagshipStore YoucanexperiencetherealDisneyMagicintown yourneighborhood ToemphasizetheexperiencefactorCreateaflagshipstoreineachkeyregiontoprovideguestswithoutstandingexperienceofentertainmentandDisneymagicOutsidecity centre e g Daikanyama JiyugaokainTokyo MoreEntertainment inthelimitedspace In storeshoweveryotherhourduringtheweekendandholidaySimplyturnthelightsoffeveryotherhourforalightandsoundshowBigscreenormoremonitorsintothefloorHumansizecharacterswelcomingguestsMaketheguestsexperiencetheDisneymagicwithastepintheTDSJ BuildingGuestLoyalty CustomerLoyaltyisnotabouthowcustomersdemonstratetheirloyaltytous itisabouthowwedemonstrateourloyaltytothem SirIanMacLaurinChairman TescoPlc DemonstratingGuestourLoyalty ByrecognizingthemByrewardingthemBygoingbeyondtheusualByprovidingvaluableinformationByinvolvingthemGuestLoyaltyProgram InviteGUESTStobecomemuch muchCLOSERtothestore Strategy CaptureexistinghighyieldguestsandretainthemIncreaseshareofguest highyieldandpotentiallyhighyield MembershipClub Morethanastore Store Guest CloserIntimacy I e DeeperRelationshipbyunderstandingeachguest YoucanhaveevendeeperrelationshipwithDisneyMagicthroughDisney ClubWOW andtheworldofDisneyMagicbecomesevenclosertoyou Imaginehowfunanddelightfulyourlifewillbecome Disney ClubWOW Lead Acquisition Retention In storeLeafletPosterOn r