Got a few hundred extra dollars? That will buy you one person’s access to Disney’s new service at its US parks, which allows you to go into a faster line at any time of the operating day – once per ride – without having to reserve it on an app.
Click here to read the story at cnn.com.
Discussion Questions:
- What is price?
- Why is price such an essential function of marketing?
- What is dynamic pricing, and how is Disney using this strategy in its new line-skipping plan?
- Why might Disney choose to vary prices for line-skipping options based on the time of day, season, or expected crowd levels?
- What is supply and demand?
- How do supply and demand influence Disney’s decision to implement dynamic pricing for line-skipping?
- What is fan/customer experience?
- How could dynamic pricing impact a visitor’s experience at Disney parks, both positively and negatively?
- How might Disney use market segmentation to identify which groups of visitors are most likely to pay for line-skipping options? What characteristics or behaviors might Disney consider when targeting these segments?
- Disney has positioned itself as a family-friendly brand. How might charging guests extra to skip lines impact its brand image? Could there be any long-term impacts on customer loyalty?
- How does Disney use customer experience to justify premium pricing for services like line-skipping?
- If Disney sees increased revenue from dynamic pricing on line-skipping, what other park features could they apply similar strategies to, and why?