membership club in May-June
No active or one-to-one communications with customers now, but the competitive environment is changing
7
TDSJ & Brand
Disney: “Experience the Disney Magic” Store’s motto: Entertainment Shopping
High Medium
Low No-Profit
12
An Universal Phenomenon
75%
Sales
33%
Buyers
13
Targeting the Right Customers
How do we define high-profit customeSJ Survey Results
Guest Segmentation Vs. Sales
100 11.8
90
35.8 80
70 41.5
60
50
40
51.9
30
46.7 20
10 12.3
0 Sample%
Sales%
9
Low Middle High
“All consumers are NOT
2
Where are we and why?
3
Key Discoveries
Market (category) Consumer (category) Communications (category) Disney Brand and TDSJ
4
Market
New entrants such as Snoopy Town and WBSS creating noise with strong entertainment factor
Sanrio moving tactically to capture various target segments
Disney goods available in various types of places
Is TDSJ entertaining the guests, giving more than a place-to-shop?
6
Communications
Most competitors do not have active mass communications except for occasional PR, and they rely on the store and the characters
TDSJ also rely on characters and synergy partners WB has CC with minimal membership privilege Sanrio has newsletter sold in-store and will start
Very high awareness 80 stores in Japan; 82 stores by Sep. ‘99 About 75% of items are only available in TDSJ Friendly cast Have more guests than TDL (24 vs 15mil)
73% of those who have interest don’t mind spending a little more to enjoy their life (50% of those who have no interest)
Avg. spend 24,000 yen per year: 12,000 for oneself and 17,000 yen for gift and family
5
Consumer
Male and female, of mainly 20s, have interest in character and character goods (34% male and 42% female in all: 47% male and 61% female in 20s)
A place near your home where you can enjoy and have the feel of TDL, things related to new movies and exclusive Disney items
Does it satisfy guests with the magical experience and entertainment?
created equal and should NOT BE
treated equally”
Differential Marketing
10
Profit Segments
Sales & Profit
High Medium
Low
NoProfit
Total Households
11
The DFM Communications Model
奥美提案 The Disney Store Japan
1
Agenda
Where are we and why? - Current Situation Where do we want to be? - Objective How do we get there? - Program Where do we start? - Test How far can we go? - Benchmark
Consumer has wider choice in terms of character, item and place to enjoy and shop
Avg. spend 7,500 yen of TDSJ is lower than the category avg.
Opportunity for TDSJ to increase share of customer