he Disney Store Japan PPT模板.ppt

1、The Disney Store Japan“Disney Magic in Towngetting much, much closer to You”,22 April 1999 OgilvyOne worldwide Japan,Agenda,Where are we and why? - Current Situation Where do we want to be? - Objective How do we get there? - Program Where do we start? - Test How far can we go? - Benchmark,Where are

2、we and why?,Key Discoveries,Market (category) Consumer (category) Communications (category) Disney Brand and TDSJ,Market,New entrants such as Snoopy Town and WBSS creating noise with strong entertainment factor Sanrio moving tactically to capture various target segments Disney goods available in var

3、ious types of places Is TDSJ entertaining the guests, giving more than a place-to-shop?,Consumer,Male and female, of mainly 20s, have interest in character and character goods (34% male and 42% female in all: 47% male and 61% female in 20s) 73% of those who have interest dont mind spending a little

4、more to enjoy their life (50% of those who have no interest) Avg. spend 24,000 yen per year: 12,000 for oneself and 17,000 yen for gift and family Consumer has wider choice in terms of character, item and place to enjoy and shop Avg. spend 7,500 yen of TDSJ is lower than the category avg. Opportunit

5、y for TDSJ to increase share of customer,Communications,Most competitors do not have active mass communications except for occasional PR, and they rely on the store and the characters TDSJ also rely on characters and synergy partners WB has CC with minimal membership privilege Sanrio has newsletter

6、sold in-store and will start membership club in May-June No active or one-to-one communications with customers now, but the competitive environment is changing,TDSJ 82 stores by Sep. 99 About 75% of items are only available in TDSJ Friendly cast Have more guests than TDL (24 vs 15mil) A place near y

7、our home where you can enjoy and have the feel of TDL, things related to new movies and exclusive Disney items Does it satisfy guests with the magical experience and entertainment?,TDSJ Survey Results,“All consumers are NOTcreated equal and should NOT BEtreated equally”Differential Marketing,Profit

8、Segments,High,Medium,Low,No-,Profit,Sales & Profit,The DFM Communications Model,High,Medium,Low,No-Profit,33%,75%,Sales,Buyers,An Universal Phenomenon,Targeting the Right Customers,How do we define high-profit customers? By their buying behavior! Not only by their demographics.,Key Marketing Issues

9、of TDSJ,TDSJ must enhance its core value to stand out in the market place TDSJ must retain those guests who already value TDSJ and foster them - give them more value We know that there is a group of mania/collectors and a group of fans (mainly aged 20-34 female), but dont know who they are and dont

10、communicate directly/one-to-one with them and value them (except for the communications each store has with minimal no. of guests),Where do we want to be?,Objective,Establish stronger Loyalty in guests to generate stable growth in sales and profit Specifically: Increase the high yield guests from 12

11、% to 20%,Occasional,Semi Fans,Collectors Great Fans,Assumption of 3 Clusters,Never,Loyalty,Frequency of Purchase,Sales & Profit,Competitive Brand Store Presence & Visit,Increase,Maintain,Maintain,Maintain,Prevent,Decrease,Maintain,Increase Share of Guest,How do we get there?,What can guest benefit f

12、rom TDSJ?,75% of item is only available in TDSJ Items are limited/exclusive, imported, etc. New item is sold faster than any other place Experience: Entertaining, just as a show, as if in a world full with Disney magic,2 Differentiators,Exclusivity of products Guests come to TDSJ for Disney goods on

13、ly available in the store Experience Guests come to TDSJ near their home or office for the entertainment, to feel/see/hear the Disney magic Core value of TDSJ,Our Mission,Whatever we do. We must focus on core brand value to differentiate us from the competition,360 degrees Brand Stewardship,Advertis

14、ing mass communication brand image,One-to-One individual communication more benefit driven track response & test brand image,BUILD BRAND,Internet individual communication more benefit driven track response QUICKLY brand image,PR mass communication builds brand credibility brand image,Store in-store

15、communication brand experience cast brand image,With one step in the store, youll find a world of Magic Wow! Youre left standing with your mouth open.,Everyone believes in Magic somewhere in the heart. The Disney Store brings out such belief. It is an exciting space that is close to you, where you c

16、an feel, touch and bring back home Disney Magic that has transformed into an object.,The Disney Store,Flagship Store,You can experience the real Disney Magic in town (your neighborhood) To emphasize the experience factor Create a flagship store in each key region to provide guests with outstanding e

17、xperience of entertainment and Disney magic Outside city-centre, e.g. Daikanyama, Jiyugaoka in Tokyo,More Entertainment (in the limited space),In-store show every other hour during the weekend and holiday Simply turn the lights off every other hour for a light and sound show Big screen or more monit

18、ors into the floor Human size characters welcoming guests Make the guests experience the Disney magic with a step in the TDSJ,Building Guest Loyalty,“Customer Loyalty is not about how customers demonstrate their loyalty to us, it is about how we demonstrate our loyalty to them” Sir Ian MacLaurin Cha

19、irman, Tesco Plc,Demonstrating Guest our Loyalty,By recognizing them By rewarding them By going beyond the usual By providing valuable information By involving them Guest Loyalty Program,Invite GUESTS to become much, much CLOSER to the store,Strategy,Capture existing high yield guests and retain them Increase share of guest, high yield and potentially high yield,Membership Club,More than a store,Store,Guest,Closer In