Parents are more willing to spend money on their children as compared to the older generation where luxury goods are normally not in the shopping list

The tangible Product for Disney Live! will be divided into 4 categories: venue, pricing, services and F&B.
Venue: It was held in Singapore Indoor Stadium. A place where all major concerts or musical were held before Expo comes about.
Pricing: 4 different pricing was provided and price ranging from S$39.50 – S$59.50. Merchandise varies from $4 - $30+.
Services: There are friendly temporary staffs that are selling merchandise and checking tickets at the main entrance.
F&B: Did not have to worry that their guest did not have any solid food to eat while watching the show. 7-11 convenient stores are just situated at both side of the entrance.

The augmented products are the wide range of merchandise that was available for purchase in the hall before the entrance. It ranges from food to colouring book to tee shirts for children.

This is one of the most interesting merchandise. The crown could be opened and there is ice pops with 3 different colour in it.

People
The people are those who are involved in providing or enhancing the customer’s experience by providing a good time or enjoyable moments. Seating: proper seats for every audience and seating for different prices are not properly labelled or allocated. Audience with ticket priced at the cheapest rate are able to sneak in and sit with other category. Makes it not exclusive for customer that paid more to enter the show.

The friendly staff that is in charge of the photo booth which cost S$20 for a photo shoot.

Service staffs selling Disney related merchandise is generally friendly. Crew are not helpful in terms of showing the exact seats for audience. Friends were asked to leave their seats due to mistaking of seat number. Customers were not feeling good and that will not aid in building a good service expectations and experience.

Partnerships
Working closely with

Packaging
Unfortunately, Disney Live! did not create any opportunity to package the event with any types of possible avenues. I would suggest that they could package some of their merchandises with their tickets, or they could provide a free photo-taking session with the princesses to give the children whom visitor an exclusiveness and allow them to leave the place saying that ‘I did this, because I have been there’. As children tend to boost to their friends what they have done over the weekend or holidays, this could act as a word-of-mouth and help promote the possible next event held and for this instance, the Disney on Ice show.

Price
The tickets are priced at such that there is only a standardized price for both children and adult. One question for this is that, is it wise this way? I should say that the customers that went for Disney Live! are not sensitive to the prices. Despite the recession that are said by many news reports that it’s worse than the great depression, I am still able to see parents bringing their children (from observation, they do not just bring one kid, normally with the neighbours or the siblings) to the event and purchasing the most expensive ticket to get a better view of the performers. The merchandises were price at a relative steep price (no changes to the pricing over many years despite recession now) but kids were in concern, the pricing was acceptable. I asked my younger sister that day on the candyfloss I had purchased for her when we were there for the show. I asked ‘So do you find the candyfloss, at the price of S$14, is expensive?’ Her reply was certain and it was a no. For a simple candyfloss with a different packaging from the one you see in pasam malam (night market) pricing at S$3, it was indeed a killer to my pocket. The S$14 candyfloss with a mickey mouse crown certainly provide a great experience for my younger sister.

This is the programme book that cost S$20.

Place
Sistic was the ticketing agency that aids the selling of the tickets and as it was very well established over the years, purchasing of tickets online, or at the various sistic counter was excellent. It was convenient for all the customers as if they were to purchase online, they could pay by credit card and collect by having them mailed to their address, collecting it personal from sistic counters or an hour before the show is starting. Having it at Singapore Indoor Stadium was iconic as all major concerts are held there and it created an impression that it is important or a need to be there and watch it. The only glitch is that the transportation to and fro the stadium is very limited. You could come from all over different parts of Singapore to Kallang MRT, but from Kallang MRT to Singapore indoor stadium, it was a little time consuming and it could bring down the customer’s experience satisfaction.

Disney could consider having it in Expo the next time for it is more accessible and like the indoor stadium, it is also known to be a great place for events to be held at. Besides, consumer would not want to visit a place that is rather secluded and could only be access by a bus that could fit 40 people, and duration of the show is an hour. It will be perceive as ‘not worth the price’ for people who need to travel and hour to reach the destination.

Processes
I would say that the way things were process from the time I walk into indoor stadium till this instance, I would not revisit the event again. There was no checks conduced before entering the second entrance. This allows people from other sections (the cheaper tickets holder) to sit at empty seats in the more expensive sections. As a consumer, I would say it was not a fantastic idea when this happen as I would feel upset, disappointed and angry because I paid the price for a better view but yet others whom paid lesser and are in another category are able to join me. Especially in this moment of recession, I was actually feeling not-so-good. I would suggest for the next event, they will be able to segregate the venue properly and labelling the sections well enough to prevent such disappointed from customers again.

Marketing advantage and ways it could be improved
The event has used part of the marketing mix to its advantage. I would say Product was the key component to the succession of the event. As Disney is a very successful brand on its own, it attracted many customers whom want to be part of it. The merchandises were a good way to let customers remember the experience they had during the event. Although the pricing could be a little steep in my point of view (from a student who does not take up part time job and from my parents who are working and financing 3 children), it did not turn many away from purchasing those merchandise. The merchandise has such a value that every audience that was there for the night of the event, wants to get something, even if it’s just a paper bag with prints of the 3 princesses on it and cost S$2.

I would say their packaging could be done in a way to let all the audience feel their important as a visitor and feeling proud to be part of the event. They could have an exclusive photo-taking session with the performers (since everyone is enchanted by the performers’ elegance and beautiful clothing) and limiting to category one and two only. This way, customers would want to spend slightly more money to have such an exclusive deal. The processes of the whole sequel could be done better in a way more staff could be deploy to conduct random checks on customer’s ticket to make sure they are belonging to the right category and on customers’ satisfactory. This will make the customer feel important and good as there is someone paying special attention to their needs and wants.

one of the organiser from Disney Live! Presents Three Classic Fairy Tales