OCEAN PARK

in the face of competition from hk disneyland

a comparative analysis
on market positioning

louie cunanan ≈ simina petraru ≈ fethi sadouki ≈ valbona shytaj ≈ yuan zhong
⏏

:agenda

01 overview

02 market positioning
ocean
park
vs.
disneyland


03 improvement points

04 conclusion

05 q&a
01 02 03 04 05

:overview
★ ocean park (OP)
HK’s
premier
 
educational
park


★ 30 years of experience

★ disneyland’s market entry, 2004

★ OP’s new approach

preferred
venue
for
connecting
people
with
nature


★ is OP’s strategy strong enough to win?

01 02 03 04 05

:market positioning

OCEAN PARK DISNEYLAND

★ brand promise “nature
adventure” 
 
 
“fantasy”


★ pricing HK$
185
 
 
 
 
 
HK$
295


HK$
93 
 
 
 
 
 
HK$
210



 
 
 
 
 
more
commissions 
 
 
free
tickets


 
 
 
 
 
 
 
 
 
 
 
 
to
cab
drivers

01 02 03 04 05

:market positioning

OCEAN PARK DISNEYLAND

★ target market multi­layered 
 
 
 
homogeneous


segmentation


children
to 
 
 
 
 
families
with


 
 
 
 
 
grandparents 
 
 
 
small
to
teenage



 
 
 
 
 
 
 
 
 
 
 
 
children

01 02 03 04 05

:improvement points

exploring new opportunities ★ analyze
current
situation


leverage
on
(popular)
market
trends

make­up
for
competitors’
shortcomings

catching
on
policy
changes


service excellence ★ identifying
gaps
on
customer
experience


nurture
employees
to
be
brand
ambassadors

01 02 03 04 05

:conclusion

identify unique selling point ★ build
brand
equity
&
top
of
mind
(TOM)


velocitate marcom ★ “speak”
to
each
segment
strategically


tailor­Pit
events
and
promotions

viral
marketing
campaigns

strengthen
communication
touchpoints

market education ★ be
relevant
to
your
target
market
 


01 02 03 04 05

:q&a

★ seek and you shall find.