Chapter 8: Segmenting and targeting markets

Disney land is consider a market and the 8 different lands that make Disneyland would be market segmentations which is the process of dividing a market (Disneyland) into meaningful, relatively similar and identifiable segments or groups.
8 Different lands of Disneyland:
1. Main Street U.S.A – This land is designed to resemble America in the year 1910 which would be appealing to a much older generation. This is an example of Age Segmentation.

"For those of us who remember the carefree time it recreates, Main Street will bring back happy memories. For younger visitors, it is an adventure in turning back the calendar to the days of their grandfather's youth." —Walter E. Disney
2. Adventureland- This land is themed to resemble a remote jungle somewhere in Asia or Africa far from civilization, with such characters as Indiana jones, Tarzan, Mowgli (Jungle book) and so on. In my opinion this would be gender segmentation since I believe overall males would find this whole theme more appealing then females.

"To create a land that would make this dream reality we pictured ourselves far from civilization, in the remote jungles of Asia and Africa." —Walter E. Disney

3. Frontierland- this is themed to the American Old West of the 19th century; Frontierlands are home to cowboys and pioneers, saloons, red rock buttes and gold rushes, also this land includes a petting zoo. This too me is like a combination of both age and gender segmentation since older generations would remember how America used to be and also gender segmentation since males find this theme more appealing then females since young boys like to play cowboys compared to young girls who like to play princesses.  But females may find this land appealing since it has a petting zoo and young children and individuals of all ages tend to like animals so they would love to be able to visit and pet the zoo animals.

Frontierland. It is here that we experience the story of our country's past. The color, romance and drama of frontier America as it developed from wilderness trails to roads, riverboats, railroads and civilization. A tribute to the faith, courage and ingenuity of our hearty pioneers who blaze the trails and made this progress possible. —Walter E. Disney

4. New Orleans Square- This is themed on the 19th-century New Orleans, in this square you find attractions such as pirates of the Caribbean, haunted mansion, and princess and the frog. This is appealing to both genders and maybe more appealing to older kids and adults then to young children, and this land could be a geographic segmentation because it may appeal more to a person from the Louisiana region in the U.S then someone from a different region in the states.

5. Critter Country- This land’s themed is Land of bears and other such animals you may find in the forest like squirrels rabbits etc. This land was themed to resemble forests of the Pacific Northwest. This land could appeal to any age or gender and could be geographic segmentation because it could appeal more to natives from the Pacific Northwest region.  

6. Mickey Toonland- this land is theme as home for toons (cartoons) it’s a small-scale recreation of the Mickey Mouse universe where visitors can meet the characters and visit their homes, which are constructed in a cartoonish style. This could appeal to all ages but I’m guessing this is more like to appeal to a young age group so this could be an example of age segmentation.
7. Tomorrowland- this land is themed as the future and space so I think this could be gender segmentation since I feel more this theme is more appealing to males.

A vista into a world of wondrous ideas, signifying Man's achievement. A step into the future, with predictions of constructed things to come. Tomorrow offers new frontiers in science, adventure and ideals. The Atomic Age, the challenge of Outer Space and the hope for a peaceful, unified world. —Walter E. Disney
8. Fantasyland- This land is themed as Disney’s animated fairy tales films. Each Fantasyland has a castle as well as several gentle rides themed after Disney movies. In my opinion this land would be gender segmentation since this is appealing to young girls since they are the target market for Disney princesses.

Here is a land of imagination, hopes and dreams. In this timeless land of enchantment the age of chivalry, magic and make-believe are reborn and fairy tales come true. Fantasyland is dedicated to the young and the young at heart, to those who believe that when you wish upon a star your dreams do come true.
—Walter E. Disney

Each land in Disneyland is segmented so that each land can somewhat appeal to a specific target market so that all genders and all age groups can enjoy a trip to Disneyland. I think Disney uses a undifferentiated targeting strategy approach to market Disneyland because Disneyland appeals to all ages and genders I think Disneyland is appealing to everyone since their is something for everyone in Disneyland. Not to forget 80/20 rule, which in this case is 20% of Disneyland target market is young children who generate 80% of the Disneyland demand.
To all who come to this happy place: Welcome. Disneyland is your land. Here age relives fond memories of the past, and here youth may savor the challenge and promise of the future. Disneyland is dedicated to the ideals, the dreams, and the hard facts that have created America, with the hope that it will be a source of joy and inspiration to all the world. —Walter E. Disney

The Four CMR Targeting Tool

Personalization- An example of this would be that Disneyland offers a exclusive service to young girls ages 3 and up to get personally pampered and get a make over to be any princess they wish to be so every little girl can live a day as her favorite Disney princess.

Time Saving- An example of this would be that Disneyland offer resort airline check-in, where customers collect their boarding pass and check their luggage bags while they check out of their Disney resort. This is convenient and time saving to the consumer who will appreciate this special service consequently Disney will earn loyal customers. Because we all know how stressful traveling can be waiting in long queues to check-in luggage, collect boarding tickets, compared to what Disney has to offer this service is very stress free, the guest just shows up at the airport presents their boarding pass and boards their plan relaxed and stress free no waiting in long lines or rushing around.

Loyalty-Disney offer a Disney rewards credit card which earns reward points every time it is used to make a purchase these points then add up to earn many different rewards which range from a Disney movie in the cinema, Disney merchandise or even a trip to Disney parks and resorts.

Technology- After a consumer visits a Disneyland or and Disney park or resort  and pay via credit card or book online their details are automatically saved on the Disney data base system therefore after there trip Disney will send them personalized letters or emails seasonally offering promotions or special events or credit card rewards special offers advertising their parks and resorts this is like personalized advertising reaching out to consumers individually so customers don’t forget about Disney and stay interested.