Demographic segmentation refers
BRAND
POINTS OF
PARITY
Geographic segmentation refers to a
region of a country of the world,
market size, market density, or
climate; this is used for the location
of Disney's theme parks such as
Disneyland and Disney World which
are strategically located in the
world's most visited places: Europe,
Japan, India, and of course the US.
POINTS OF
DIFFERENTS
Entertainment:
Is the core value of the
brand, something which
helps fight competition.
Disney excels at
delivering quality
entertainment to
masses.
to age, gender, income, ethnic
POSITIONING
background, and family life cycle;
this is used to help determine
where to place their chain stores
called the Disney Store, where to
TARGET MARKET
distribute their movies, and even
determines what kind of movie
they should create next.
Psychographic segmentation Disney uses demographic,
is based on personality, geographic, and
motives, lifestyles, and psychographic
geodemographics; this is also segmentation to locate
used to help Disney their market target.
determine who is going to
buy more of their products.
Family: NATURE OF
Is the essence of the brand as COMPETITION
it aims to deliver a marvelous
BRAND MANTRA
experience to entire family.
Theme park: uniqueness,
tickets prices, event of
EXPENSIVE
HAPPY seasons, rides, characters.
DREAM
Animations: fairy tales,
story lines, famous
MAN AND THE
BRAND IMAGE characters.
MOUSE
YOUTHFUL
FAIRY TALE MAGIC
FUN
Fun:
Fun/magical consist of
giving consumers great
amount of happiness by
skyrocketing them into
magical and fancy world.