Marketing charm of magic kingdom: An analysis of Disneyland’s marketing strategies

¹ Business School, Yangzhou University, Yangzhou, 225127, China
² Economics Department, College of Alameda, Alameda, 94501, America

^* Corresponding author: 30051089@cc.peralta.edu

Abstract

The success and impact of Disneyland, a trailblazing theme park created by Walt Disney in 1955, has been a subject of great interest and study in the field of marketing and entertainment. By identifying successful marketing practices and suggesting strategic recommendations, this essay can contribute to Disneyland’s future growth and impact in an ever-changing entertainment landscape. The essay began with an introduction to Disneyland’s historical background and significance in the theme park industry. It highlighted the park’s role in popular culture, local employment opportunities, and economic benefits. The essay then focused on a comprehensive analysis of Disneyland’s marketing strategies using the 4P model: product, price, place, and promotion. It examined how Disneyland created and delivered magical experiences, combined value-based and competitive pricing strategies, utilized physical and digital distribution channels, and employed various advertising and promotional methods. The essay concluded with strategic suggestions for Disneyland’s future development, emphasizing content innovation, theme park advancements, global expansion, and brand collaborations. The suggestions aim to solidify Disneyland’s position as a global leader in the entertainment industry, offering diverse, innovative, and captivating experiences. Overall, this essay provided insights into the marketing strategies behind Disneyland’s success and offered recommendations for its continued growth and impact.