3. Background
Research
Geography Socio-Cultural
• Greece’s population is • Family most fundamental
approximately 11,000,000 social unit in Greek society
people • Father = “head of the
• Southern portion of Greece household”
experiences hot, dry
Power Distance Index = 60
summers and mild, wet (World Average = 55)
winters Individualism Index = 35
Masculinity vs. Femininity Index = 57
(World Average = 50)
Uncertainty Avoidance Index = 112
4. Background
Research
Political Economic
• Parliamentary Republic • Extremely dependent on
• –New Democracy (ND) tourism
– More than 15 million tourists
• –Panhellenic Socialist
every year
Movement (PASOK)
– 15th most visited place in the
• Debt Crisis world
• Austerity Packages • Unemployment rate of 21%
as of December 2011
5. Product Idea
• Entertainment theme park located in the Mediterranean Region
• Hotels & restaurants throughout park and surrounding area
• Section of theme park dedicated to the Olympics Games
– rides, shows, Olympic apparel available for purchase
• Ancient Greek Gods & Goddesses
• Iconic Disney characters
6.
7. Product Offering
• A once in a lifetime magical experience for all ages
• Provides “Memories that will last a lifetime”
• Benefits:
– Tourist attraction: specifically US, Albania & Turkey
– Job Creation for the citizens of Greece
– Major revenue generation stimulate economic
recession
– Positive public relations for the country
8. EuroDisney Failure
Marketed the American appeal
“bigness and extravagance,” not
the once in a life time memories
Spent too much money, had too
many hotels
Refused to serve wine
Marketed to Europe as a whole,
not different countries
9. EuroDisney Today
• Substantial profit
• 15.6 million visits in 2011
• Created 56,000 jobs
• #1 tourist attraction
in Europe
We can learn from EuroDisney’s
mistakes and look to it for inspiration
10. Marketing Strategy
Adaptation
– Language – Greek & English
– Olympic Games Park
– Greek Disney Characters
– Greek Food
Standardization
– Same Disney “magic”
– Four Main Parks
– Traditional Disney Characters
11. Target market
• Young Parents • Income level:
• Families with $22,000–$40,000
children • Geographic location: Greece
• Age range: 23-50 • Tourists from neighboring
countries
13. Print Media: Magazines
“Family Fun”: provides “Monopoli”: Recreation in
families with creative ideas Athens
and real-life solutions,
owned by Disney
“Interactive Dad”: parenting
magazine for dads, updated
daily and focuses on family
and finance.
15. Newspaper Column
• Appear in
“The Athens News”
• Athen’s and surrounding
area has 1/3 of entire
population
• Targeting parents (target
audience)
• Despite declining
readership, our target
audience still reads the
newspaper
• Greek translation
16. TV Commercials
• Standardize these
• Remain the same as the commercials in US
• Cost less, same message across
• Target audiences are the same (families)
21. Pricing Strategy
• Uniform approach
• Price
determinants:
– Length of stay
– Type of ticket
• Must be • Adults:
competitive with – 1 day regular ticket =
Disneyland Paris €58.10 ($77)
• Pricing will change • Children:
over the years – 1 day regular ticket =
€52.82 ($70)
• Other
considerations • Park Hopper
– 1 day = €26.41 ($35)
22. Sales Projection
Attendance Revenue (in Dollars) Revenue (in Euro)
Year 1 Year 1 Year 1
11,000,000 $808,500,000 €610,500,000
Year 2 Year 2 Year 2
13,000,000 $955,500,000 €721,500,000
Year 3 Year 3 Year 3
16,000,000 $1,176,000,000 €888,000,000
Year 4 Year 4 Year 4
20,000,000 $1,470,000,000 €111,000,000
Year 5 Year 5 Year 5
25,000,000 $1,837,500,000 €1,387,500,000
Adult ticket: Child ticket: *These sales projections are for daily
tickets only, and do not include
$77 €58 $70 €53 revenue from hotels or restaurants.*
23. Distribution Strategy
Créte More specifically –
– Largest Greek Island suburb outside of
– 3 commercial airports Heraklion
– Tourism is a main part – Second largest airport in
of their economy Greece (largest in Crete)
– Space to build on • International
– Safer than other areas – Largest city on the island
24. Ethical Challenges
• Unwanted building
– Issue with the locals?
• Labor standards
– Can’t take advantage of economic
crisis
• Lower price than Disneyland
Paris – fair?
