Marketing in Action Case Real Choices at Disney The unknown is how consumers will respond to this What happens when you are no longer "the Happiest Place on Earth"? The Walt Disney Company doesn't want to find pricing strategy long term. Will they see it as a more magining its pricing strategy. Responding to system in which you pay more if you want to visit Disney at emand-based pric times. Of course, consumers may perceive the new stra theme park tickets, especially best" times to travel and pay less if you can vacation at "of heavy trave Disney has implemented ng at both Walt Disney World in Florida and Disneyland in California as a pricing gimmick to gouge consumers during times to increase Disney profits Certainly, demand-pricing tactics airlines employ ar Airlines and hotels have used demand-based pricing for years by charging higher prices during summer vacation sea- thought of kindly and have contributed to negative consumer son and around holidays when demand for flights and hotel attitudes toward the airlines. Although Disney stresses that accommodations is highest. Similarly, demand-based pricing it is using the new demand-based pricing to more efficienty has been in use by Disney competitor, Universal Studios, and manage its customer experience, it should be obvious that this other theme park operators in the United States. The idea is to policy can also lead to greater profits. Even more important redistribute customer demand by lowering prices during times how will consumers think of Disney and its theme parks long with less demand to encourage more sales and increase prices term? Will Disney still be the happiest place in the world? at times when demand is higher to encourage customers to switch some of their visits to lower-priced times You Make the Call 10-37. What factors are important in understanding 10-38. What are the alternatives? 10-40. What are some ways to implement your recomme Visitors to Disneyland day ticket price of $99.00. Under demand-based pricing, 10-36. What is the decision facing Disney? three prices "Value" tickets for Mondays through Thursdays during weeks when children are in school are only 595, a reduction of $4.00. "Regular" tickets for most week decision situation? nds and summer months are $105. "Peak" tickets for vitors 10-39. What decision(s) do you recommend? during December, spring break weeks, and July weekend s are highest at $119. For Orlando's Disney World, the pricing similar but more complex as a result of having four differ ent parks at the site. The new demand-based pricing is only for single-day tickets and does not affect the price of annual dation Bn te ou Brostu vm dos 0 passes or multiday tickets, which most families buy when they Bned P nga! Theme PVa.neNwfostwtewAT 20 .. odaces demand based
