Canada's Wonderland Imc Plan

Canada's Wonderland IMC Plan

By: Anna Shmin, Jay Stevens, Carla Amenta and Jennifer Laughlin

For: Ken Lague

MRK 317

Monday, November 22, 2004

Company: Paramount Parks Inc.

Advertising Agency: JJAC Promotions

Product: Paramount Canada's Wonderland

Product Category: Theme Park

Introduction

Paramount Canada's Wonderland is hailed as Canada's premier theme park, and features nine theme areas, over 200 attractions, more than 60 rides, numerous live performances, and a 20-acre water park. Situated in Vaughan, Ontario, construction began on Canada's first national theme park in June 1979 and Wonderland was finally opened on May 23, 1981. The park will be celebrating its 25th anniversary in 2005. This is a testament to its popularity, with locals and out of town visitors alike, the park hosts more than 3 million guests annually. In 2005, "The Italian Job Stunt Track" will be added to the continually growing product that Paramount Canada's Wonderland has to offer. However, with increased competition and increased prices, the theme park needs a new strategy for increasing attendance and therefore increasing their profits. For many years Wonderland's strategy has been to target families with young children. While families are still the main target market, the new strategy is aimed at teenagers and young adults. Teens are responsible for, not only influencing fashion, but also the entertainment world. Teens have a large amount of disposable income and can therefore afford to spend it on their own entertainment. Throughout this report all of our creative and media plans will be targeted at teenagers and young adults.

Marketing Communications Plan

Environmental Factors

* Target audience is focused on teenagers and young adults, whose purchases of day and season passes are heavily peer influenced.

* They are essentially purchasing popularity, because everyone in school is going to Wonderland in the summer.

* These are kids that go to the park in large groups and use their disposable income to pay for it. At this age they don't generally have jobs that keep them from going, but their money comes either from their parents or part time jobs.

* There is no defined spending patterns with these teens because all the income they receive is disposable and they aren't reliant on market trends, however if they depend on their parents to buy them the passes their parents could rely on these factors.

* Technology also plays a huge role with these teens at the park because these days everyone is mobile, so they can be scattered half way around the grounds and still be communicating through cell phones, pagers, etc. Therefore text messaging can be a good form of communication and used for advertising season passes.

* They are also much more in tune with the Internet. Therefore, an interactive web site is a bonus, because the target market may not be able to purchase the season pass on location.

Market Analysis

* Possible market size includes all of Southern Ontario, and those traveling to it, for entertained in the summer months. Generally, people who either own a vehicle or have access to some type or major transportation system.

* Taking into account that not the whole southern Ontario population will travel to PCW for entertainment in the summer months the general market size out to of the potential 100 is about 70% which has the potential to increase to 80-85% if the theme park includes activities for senior groups.

* People who are not physically able to participate in rides may still be able to enjoy other attractions.

* Market growth is rapid due to ever expanding residential areas with and just outside of the GTA.

* The market can be segmented by

o Geographic - GTA

o Demographic - Young, single, disposable income and free time in the summer months.

o Psychographic - Social individuals looking for interactive entertainment

* We are specifically looking towards young, single males and females living in and around the GTA, who have free time during the summer and a disposable income.

Company and Product Analysis

* Paramount Canada's Wonderland is Canada's largest theme park and is among several parks operated by Paramount and their parent company, Viacom. Their product is providing entertainment to multiple target age groups through a wide variety of rides and various other attractions.

* As Canada's largest park, Paramount Canada's Wonderland holds a high market share as direct competition is low. With obvious omissions in target markets (i.e. elderly or disabled individuals), the market share that PCW has is approximately 70% (45 out of 70 eligible people).

* The previous market position of Paramount Canada's Wonderland was to target specific user groups - namely families.

* Paramount Canada's Wonderland, in previous years, has focused their marketing campaigns in print, radio/television and direct mailings. The primary focus of past campaigns have specifically dealt with new rides/attractions and the Canada's Wonderland Season Pass.

Competitor Analysis

* Paramount Canada's Wonderland is the only theme park in its class that combines exceptional rides and a water park all in one location. Though, there is still competition that effects day to day business and is responsible for declining sales.

* The CNE and Ontario Place may be behind in technology for rides but they offer lower price