Chapter 14- Marketing Channels and Retailing

Chapter 14 - Marketing Channels and Retailing

Recently I visited the Walt Disney Store in, New York, Time Square location,

And in this blog I shall be discussing my experience and how I think this store relates to chapter 14 in the MKTG 7

Place

The Manhattan, Time square, Disney store, is a perfect location being that time square is a famous intersection in New York City, with More than a third of a million people passing through every day.  This Disney store attracts many tourists because Disney is such an internationally recognized brand also it attracts many New Yorkers who happen to be passing by Time Square. Also the Disney store has the Time Square feel to with its gigantic screen in front of the store which pulls in customers, since Times Square is known for its famous electronic screens and striking billboards.

Target market

Quite often when we think of who would visit a Disney store, we usually think only parents go because their children insist. But believe it or not every time I’ve gone inside a Disney store obviously I find kids of both sexes, but I also find a lot of females who ages range 15- 50 who are not looking at children merchandise but merchandise for themselves that Disney has to offer which are Disney toys, clothes and Disney collectibles featuring everyone's favorite characters including Mickey Mouse, the Disney Princesses, Fairies, Buzz Lightyear, Pooh and so Many More.

Like me for example anytime I walk passed a Disney store I have an urge to enter just to look around I find my self attracted to the beautiful scenery the bright colors it brings back to so many childhood memories. I feel somehow connected to Disney because I’m familiar with all the animated characters because of watching all the classical Disney films and knowing the stories I’m automatically sucked in I feel compelled to walk in and look around the store. Even though I know I don’t actually need anything from Disney and I know their products are all so pricey, something always happens to catch my eyes. Consequently I find myself spending money on something I don’t even need and will never probably use, and I believe this is what usually happens most of the time when individuals visit the Disney Store especially with such a perfect location as time square.

Market Factors

o   Who are the potential customers? 

Children families & females ages 15-50 & tourists

o   What do they buy?

Disney merchandise ranging from toys, clothes, souvenirs and housewares; such as dishes photo frames snow globe etc..

o   Where do they buy?

Disney stores /Where full price is charged (retailers) JCPenney, Target, Bj’s, etc. /Where prices are discounted  (Intermediaries)   

o   When do they buy?  

All year round

o   How do they buy?

Retailers are more pricier and offer better products compared to intermediaries which are discounted Disney-designed merchandise that’s similar to the products Disney sells in its theme parks instead of the licensed goods that other retailers stock. These discounts would make Disney products more affordable.

Personnel

As soon as I walked in to the Disney store I was pleasantly greeted by a security guard who informed me about the different merchandise offered on the different floors, which made me feel very comfortable and welcome as soon as I walked in the store. When guest enter a store with this feeling they want to spend money because they feel very welcome and happy.

The Disney store even has a like sitting area and at certain times in the day employees will gather kids to sit in the area where they read stories to the customers. Also while I was in the store I observed employees walking around and passing out Disney stickers to the young children and greeting all guests I even asked about a specific doll I didn’t see and the employees was very helpful and friendly, helpful and very patient with me.

Presentation / product

While I was walking around looking at the many different merchandise and I was fascinated at how beautiful everything looked which made me feel like I was a young child once again in a fairyland the atmosphere is very friendly and happy and the store has many different sections which offers different atmosphere like for males they have a marvel comic book hero section so young boys can feel like super hero’s and older men can reminisce when they were young and were fans of these comics for females there is a fairytale princess section were young girls feel like princess and women remember those fairy tales that they read or watched when they were young. Other sections of the store sell clothes soft toys souvenirs of all the other Disney characters. Everything is assorted just right so walking thought different sections is just like you’re walking though different worlds and all products are neatly placed and assorted on the many different shelves

Price

The Disney store are prices at the retailers but there are alternatives such as intermediaries who sell discounted Disney-designed merchandise that’s similar to the products Disney sells in its theme parks instead of the licensed goods that other retailers stock. These discounts would make Disney products more affordable but wouldn’t be as nice as the products at the Disney retailers, which are pricier.

Promotion

Every few days Disney changes characters on its gigantic outside screen above its time square store. This is one way Disney advertise its products by having different character themes that are routinely changed to attract customers to walk in.

While I was at the Disney store I was told about an upcoming event that would take place in the store, which is a Halloween dress rehearsal event where customers dress in their favorite Disney costume, for a costume parade.

This is part of store promotion customers who attend this parade will remember this Disney store because of such an event and all the fun they would have had which will earn Disney, customer loyalty and brand preference because other stores don’t offer such events for specially for families who have young children this would be like a perfect day out.

Overall customer service in the Disney store was very good matter of fact it was excellent. I felt very welcome and happy and as I looked around the store everybody (other consumers and employees) was smiling so I gathered they felt the same as me. The atmosphere was wonderful it was like I was in a very happy place; compared to outside the store (Time Square) where everything is very fast and so busy and crowded every thing is very hustle & bustle outside meanwhile in the store was very calm and happy.