소비자 정보 프로젝트 김현주 차윤재 이은주 장회려

Market Analysis Target Analysis Problems Planning Intention & Concept Deduction Product Idea Suggestion Differentiation Point & Expected Effects

Market Analysis Competitor Analysis – Lotte World Good accessibility, and large number of floating population Various attractions (both inside/outside) High brand awareness (LOTTE) Great geographical position for foreign travelers to reach

1. MAGIC KINGDOM at Walt Disney World (Florida, USA) 2. Disney Land (Tokyo, Japan) 3. Disney Land (California, USA) Market Analysis Competitor Analysis – Disney Land

What do they have in common? IDENTITY Already have characters, images that best represent themselves Preference to the characters -> leads to the visit to the theme park Market Analysis Competitor Analysis – Disney Land

China is boosting up in the theme park field Everland placed 16 th on the number of visitors among parks around the world Shanghai’s Disney Land (2016 open) Competitor Analysis Market Analysis

SWOT Analysis StrengthWeakness OpportunityThreat Huge capital Big site (Carribean Bay, Everland Resort) Location Low awareness on identity Steady increase of Chinese visitors Upcoming of Incheon Disney Land Boost of Chinese theme park market Market Analysis

Chinese visitors are increasing by 19.8% every year Expecting to visit about 15 million people by 2020 (SUPERRICH ) Chinese visitors spend about 2 million won (per person) during their visit Highest average spending among other country visitors Target Analysis

Problems Survey Q1. Do you know what is the character of Everland? Q2. What is the animal of Lotte World`s character? Q3. Then, what is the animal of Everland`s character?

"Well, I think the biggest reason people go to Everland is the seasonal festivals. But I think there's no specific advantages of Everland other than that " - Kim (23) "I took a day off to visit Everland with my friends, but was sad that there were no unique souvenirs that best represent Everland's characteristics. I ended up buying nothing" - Yoo (23) "My relatives visited Korea so I was planning to visit Everland with them. But as I tried to introduce what Everland is, I had a hard time thinking "What Everland is." " - Cheon (21) FGI Problems

Planning Intention & Concept Deduction Planning Intention Making a Total Solution Theme Park Increase of awareness of the park, rearrangement of profit structure through characters Develop services which anyone can enjoy

“ Not just an amusement park, But a THEME PARK ” Concept Deduction Planning Intention & Concept Deduction

Positive attitude towards the character Increased probability of purchasing products Increased awareness Product Idea Suggestion 1. Character guides that move around in the park 2. Broadcast the actual animals which are the real model of the characters above the waiting line. 3. Run animal character costume shuttle bus

His area-Magic land Ask me anything in Magic land! I always want to be friends with you! Product Idea Suggestion 1. Each character moving around in their own district Entertain the people in line Take photos with them Being a guide through the park Important to maintain their unique characteristics

Make their story like “동물농장” on TV. -> makes people in line get attracted to Advertising of character souvenirs and products 레니(7세) 장난꾸러기 Product Idea Suggestion 2. Broadcast the actual animal which are the real model of the character above the waiting line.

Designing the shuttle bus look similar to the character -> First thing visitors encounter -> Making first impressions good To make visitors feel more familiar with the character from the start of their visit Product Idea Suggestion 3. Run the character costume shuttle bus

Targeted for the kids Targeted for young women/girls Targeted for families Product Idea Suggestion Food - Sweet cotton candy -> shape of the characters - Snacks shape of their characters Cosmetics - Collaboration with cosmetic brands ex) Etude House panda mask packs Gift Products - Character shaped candies

Differentiation Point & Expected Effects Differentiation Point Release of products that establish identity of the theme park Making best use of characters by developing unique products Develop products targeted mainly on foreign visitors (Chinese) Raising brand quality through emphasizing Everland’s strengths Ex) safari, seasonal festivals

2. Using characters in different types of products -> Increase utilization of character 4. Everland’s increased identity -> able to become one of the biggest global theme parks 1. Rise of character familiarity to become one of the biggest theme parks in the world 3. Making souvenirs considering foreign visitors’ demands -> able to bring more foreign customers Expected Effects Differentiation Point & Expected Effects

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