What is the product that customers feel they are buying from Disney?

[Wes]

There are at least three useful threads going:

1. Specific Business Issues
2. What's the Recipe for Disney Magic?
3. Fool on the Hill: You Can't Cheat Quality

These are all approaching Disney problems from different directions: defining a mission statement, in order to distinguish what is core from non-core business, trying to figure out what has made Disney magical ....

So in this thread, I want to use a technique of management guru Peter Drucker, which is to define from the customer point of view. What is the Disney product from the customer's point of view -- the real essence of what the customers really feel they are buying when they pay their hard-earned money to Disney?

The fact that Disney has become so diversified makes this a bit tougher to do. So the "traditional Disney" (story-telling and imagination in the form of cartoons, movies, theme parks, and related paraphernalia) can be grouped as one "product" and other things -- ESPN magazine, for example -- separately.

For the "traditional Disney", putting myself in my customer shoes, I am buying a high-quality experience of joy and imagination. I'll probably figure out a better phrasing after seeing more of other people's. But that is a rough start.

So what is it customers are really buying and wanting from Disney deep down?

 

[Sarangel]

The phrase we always hear in connection is 'magic,' which isn't easy to define.

I know that what *I* want is beautifully drawn and told stories from the animation department that are always on the cutting edge of technology.

When I go to the theme parks I want them to be in the world that we all want to live in: a place where people are nice to each other, where it is safe, where I am entertained in ways I may not have even thought of before I got there. And I want them to make enough money that they can continue to fund the research and experimentation that they are famous for...

Sarangel

 

[scroot]

From the management training I took at Disney Institute I learned that they believe the Disney product is "happiness." This is best accoplished by making memories that last a life time.

 

[Ocean]

When I go on a WDW vacation, I would like to think that I am buying a vacation experience of unparalled quality.

I used to think of the World as a place where even the most tiny, seemingly insignificant details of hotels, restaurants, and attractions were as lovingly cared for as though they were the star attractions of the entire resort. I first started visiting Walt Disney World on a "regular" basis in 1995. I came home from that vacation completely in awe that nothing ever seemed dirty, everything always seemed freshly painted, and all the cast members treated their guests as though we were the most important people they would ever meet. Although I haven't visited as often as many people on these boards, I, like many others, have seen the quality slip over the past few years. However, I still hold Disney to that initial level of quality I experienced with that first on-site vacation in 1995. It is heartbreaking to think that in many ways the Disney I currently experience is but a shadow of its former self - strangely ironic that the Walt Disney World resort can no longer measure up to itself.

 

[JohnTBap]

to forget, if only for a moment, that I am all grown up!

 

[cindyfan]

WDW is the one place I can go that can bring back all the great memories of growiing up. Feeling like a kid again. Carefree and able to slip away into my own imagination.
It also creates the great memories that I will carry forward. For myself and my family.
Experiencing the Magic of a world where all is good and happy.

 

[tink2dw]

My Dd learned that no matter what age you are,you can still have Fun!! It's just a matter of opening up yourself to let the enjoy happen!! Dd is 14,to cool,too self concious,too afraid of what people think,to be herself. But she got to see her parents having fun at character meals,getting excited to meet the characters,and overcoming our fears to go on rides that are scary!!

And learning that at any age you can have fun,its just how you approach things!!!!

Now thats a Life Lesson that she learned by observation At WDW!!

Where anyone can be a kid,again. Even a KID in the throes of being a teenager!!

And that is what I paid for at Walt Disney World!! A life Lesson!!

 

[DVC-Landbaron]

Wes:
I was probably one of the first people to see this thread, only two or three 'views' and no responses at the time. Since then, on and off, I have had it in the back of my mind, searching for the definitive word or phrase to sum it all up. And quite frankly, I've been stumped!! Until today. Until roughly ten minutes ago, when I was writing a response to YoHo regarding what was important to Walt and what is important to Ei$ner. And in a flash, a revelation occurred to me. It is simply what I've been harping about since day one. For several weeks we even kicked the entire concept around, arguing its finer points and really discussing the whole issue. So, without further ado, I call the question!!

So what is it customers are really buying and wanting from Disney deep down?

Answer: The SHOW!

Not 'a' show. But THEE SHOW. Walt's SHOW. And since thedscoop keeps on about Broadway, that is the perfect example. We're not talking about some high school production where costumes are borrowed from mom and dad's closet. We're not even talking Dinner Playhouses, which are sometimes wonderful and full of talent. No! We are talking about Broadway! We're talking about extravaganza!

We're talking about stories that are fanciful, meaningful and timeless. We're talking about songs that you hum after the performance. We're talking about lyrics that touch the heart and pull on the emotions. We're talking about simply dazzling the audience with lights, stage effects, talent, music, set design, staging, dance, and hundreds of other little things that go into a grand production.

We're talking about believing that the traveling salesman is actually falling in love with the librarian. That the foggy London Street where the cockney girl selling flowers is so realistic that even the person sitting in the third row center actually believes he is there. We're talking about chandeliers falling and cats sweeping out over the audience. And making Peter Pan fly, without seeing the wire.

Simply put, we are talking about - The SHOW!!! Where everywhere is somewhere different. And you believe you are there. Where memories are made up of little things. A place and a time that shuts out the real world and allows magic to take place.

Now just because a production is on Broadway doesn't necessarily mean that it belongs there. If some of the bigger effects and even enough of the little elements are not put into the production, the play will soon enough become a touring group or find a theater better suited to its purpose. And that's how off Broadway was born.

So I believe we are buying a show (play). But not only 'a' show (play) but THE SHOW (Broadway production)!!

Just some thoughts.

 

[YoHo]

Landbaron, I couldn't agree more.


What we are buying isn't as simple as an emerssive vacation or a good animated movie. We are paying to see Disney Do things the way Disney does things. And extravagance isn't the word I want to use, but it is the closest I can think of. We buy The Disney expireance. And all the little things like Themeing and Animation and even dare I say it television networks, retail stores and sports teams, could in theory be involved as long as they Do things the Disney way and it is part of the SHOW.

 

[airlarry!]

Baron:

Ever read those charming trip reports where people mention that when they return to OKW the CMs at the gate or check-in say "Welcome Home."

Or where a couple eats at Cinderella's Royal Table, and sees the same server from last year, who looks at them with a wink and says, "Welcome back, Young Prince, and Young Princess."

You hit the nail on the head. It is the Show we pay for, the one we don't get at Six Flags or at OakManorTraceGrove Mall.

And the Magic? That is that warm, happy feeling you get when you feel like you are a part of the Show. Don't we all kind of feel tied into this company? Like we have some crazy emotional investment in the company.

 

[renknt]

Originally posted by DVC-Landbaron
Answer: The SHOW!

Not 'a' show. But THEE SHOW. Walt's SHOW. [/B]

Well If thats What is being bought or sold as the case may be then everyone will have to come to CA. to DL because as the LandBaron says in his sig. " What would Walt do" and we all have to guess because all of the other parks are "intepertations" of Walt's Dream.

Its there for me every time I stand on that brass spot (the spot that was the exact center of DL before Toon Town wsa added) in Sleeping Beauty's castle looking out toward either the front gate or to story book boat ride I am standing where Walt stood and I can feel it.

Just my $.02

 

[DVC-Landbaron]

And extravagance isn't the word I want to use, but it is the closest I can think of.

Extravagance!! Yes. It comes close but not quite!! Let's see what the our trusty thesaurus says on the subject:

Extravagance, Extravagancy, Overdoing, Wastage, Expenditures, Lavishness, Improvidence, Prodigality, Excess

All of them fit, yet none of them quite capture the right feeling. You agree? I'll assume you do, because I feel like writing more!!

Now bear with me YoHo. It's going to get bumpy for a minute. But this may make a few long talked about things a little clear for you. Since you buy into the word "Extravagance", and in fact agree that it's more of an "extravagance+", we're half way there.

Now close your eyes and picture your resort of choice. The Poly, right? Mine too, if I weren't a DVC member. Now picture it. Walk out in the back, through the lobby, around the pool, through some of the buildings, stop for something to eat, the shops, the monorail goes by and down to the beach to look at the MK across the lagoon. See the castle? "Extravagance+", isn't it? Yeah!! Way cool!! (Although the reconfiguration of the pool area seriously cut down on the flaming Tonga Torches!!! And I'm NOT happy about that!!) But it still captures that word we find so hard to name. We know the definition, but the name is elusive. For now "extravagance+" will have to do.

Now, tell me, my good friend YoHo. What is "extravagance+" about a 45 foot guitar and a piano shaped pool? In my back yard it's extravagant! Kind of run of the mill elsewhere. Especially in WDW.

And it cuts both ways. Picture the Floridian. WOW!! Certainly extravagance+ here. Until you work your way to the desk and check out the rates. "WHOA!!", you say. "Maybe it isn't extravagance at all. Maybe it's just a case of, "you get what you pay for"!!

So when I go on about "the caste" system and pricing at WDW, this is what I mean. Disney sold out the extravagance+ experience to capture a market segment. Something I really don't think they should have done. To me, it cheapens the experience. I'm not saying it's bad, mind you. It's just not Disney!!!!!

Clearer?

 

[YoHo]

Quite clear. I actually would remove Wastage from the definition for Disney. certainly there is nothing wasted there. IE there can be a negative conotation to Extravagance (Disney World is not ZHa Zha Gabor)
So, I would suggest Extravagence-. Of course that doesn't sound right, so I'll stick with Extravagance+.

I think a 45 foot guitar is extravagant even at Disney World, unfortunatly its in that Zha Zha way.

The price of the GF is of course extravagant too, the way the price th epentegon pays for toilet seats is extravagant.


I don't know, I'm not convinced that the price of the Deluxes makes them any less extravagant. Although, I'd be a fool to say I didn't wish it were cheaper.

 

[DVC-Landbaron]

"What would Walt do" and we all have to guess because all of the other parks are "interpretations" of Walt's Dream.

Technically you are quite right, of course. But the builders of those parks did have the SHOW in mind when they built them. They clearly had my sig. in mind ("What would Walt do?" and "Give the people everything you can give them"). At all times. And that's all I'm asking for today. That we keep focused on the SHOW. Watch the bottom line only so far as to not let the company go out of business. But other than that - Keep your eye on the SHOW!!!!

Sleeping Beauty's castle looking out toward either the front gate or to story book boat ride I am standing where Walt stood and I can feel it.

Even after the place was Pre$$ler-ized?




Sorry. It was a cheap shot. But I just had to do it!!

 

[fboy9287]

The only "magic" I get from Disney is in 2 rides, RNR and TOT. I find "magic" in big thrills, ie going 60 mph into a cobra roll.

 

[DVC-Landbaron]

I think a 45 foot guitar is extravagant even at Disney World, unfortunately its in that Zha Zha way.

LOL!! You are right!! How about a two worder? What about: Tastefully extravagant or Elegantly extravagant?

I don't know, I'm not convinced that the price of the Deluxes makes them any less extravagant.

Well, "extra"vagant, at the root of it all, means at the very least, extra. I contend that there is nothing 'extra' about the deluxe resorts. Nothing you can't find at any other hotel or resort within that price range around the country or even around the world. Sure it's extravagant. But your paying for every 'extra'!!!


fboy9287

The only "magic" I get from Disney is in 2 rides, RNR and TOT. I find "magic" in big thrills, ie going 60 mph into a cobra roll.

Ah, my friend! Then you are missing the SHOW. How sad

Take your time for a couple hours next time, and soak it in. It is still there, and it is quite magical!!!

 

[Laurajean1014]

That's easy.......................



MAGIC

Silly.........

 

[TSI_Fan]

From my experience with looking at and understanding pop culture, what the customer is buying is the same underlying theme of most souveniers sold...the customer is buying a simulation of an experience that represents their experience as a whole.

You buy a mickey t-shirt at Emporium at MK. To others, you just paid too much for a cotton t-shirt with a corporate logo on it. To you, that t-shirt represents the experience you had while at the MK, or while at Disney in general. You have lumped all of your experiences, good and bad, of your trip to Disney into buying that souvenier because, to you, that item will serve as a reminder of that trip, previous trips, and future trips.

You're simply buying a representation of an experience.

Hope that helped.

 

[Diva of Dragons]

I can sum it up in one word (for me): ESCAPISM!!!

 

[Captain Hook]

So we are basicly paying to forget? For that magical week when we take our families to Disney vacation we want to forget about our everyday problems. A world that one man had the vision to create "The happiest place in the world". Where each guest is treated with "magic and show". Well he achieved it and how from our first vist to our many returns his legecy has always impressed, some of our favorite vacation memoiries are credited to Disney. This is what brings us back again and again. What makes us go to the retail outlets back home at the mall for our quick Disney fix, watch the networks and all in all, support the mouse.......Until the big mouse started getting cheap and started looking at his bottom line instead on his customers......Ultimitly bringing us back to reality even in the parks, the place we went to forget out are own problems and now we see his.Know everyone in America knew summer travel was oing to be down this year with high gass prices a shaky economy but this is usually the norm after a election people are trying to get a feel for the way the country is going. So Ei$ner thought it best to cut his hours at his parks his work staff, ultimitly we are the one who losses "magic and show". All for his bottom line. The studios cant hold on to talent because talent goes where it can create and be free. Thus we get a better product and a better product means more profit.
Better movies,tv shows, and better atractions. I mean who really puts all there eggs in one basket and markets Who Wants To be A Millionare Four nights a week. No wonder the add revenue is down.
Stop playing catch up with the industry and grab it. I would rather see the company loose money by duing new ventures then by copying someone elses sucsess.
Take a chance there are many of us that will support the mouse, Just give us a reason.