Six Flag Marketing

1

More Flags, More Fun!

Jim Bell Diya Wadhwa

Evie Hollerbach Mike Lin

Steve Resnik Nick Tinetti

Todd Scheff [MKT 300]

Agenda g

2

1. 1 2.

Company Information and Background Current Big Picture



Problems with Current Big Picture Theme Park Market Our Recommendations

3.

New Big Picture

 

4. 4 5.

Questions Wrap-Up and Discussion

About Six Flags g

3



Founded in 1961

 

2010: 17 Parks in the United States 2003: 37 Parks in the United States

Loss f $229 2 illi L of $229.2 million



2009 Revenue: $912.9 million





Filed for bankruptcy in June 2009



Emerged from bankruptcy in May 2010



9.2% market share

Source: IBISWorld

Annual Attendance at Six Flags g

4

50 45 40 35 30 25 20 15 10 5 0 2001 2002 2003 2004 2005

Year

Source: AECOM Economics

Annual Atte endance (Mi illions)

2006

2007

2008

2009

Current Big Picture g

5

STP

Execute

• • • •

Business Objective

BO

Marketing Objective

MO

Source of Volume

SOV

• S Segment t • Target • Position

STP

4 P’ P’s

Product Price Place Promotion

Current Big Picture g

6

BO

MO

SOV

Business Objective

• Fundamental Entity: Six Flags • Core Competence: Innovation/Logistics • Goal: Increase attendance • Customer Definition: People who attend Six Flags at least once a year

Marketing Objective

• Acquisition

Source of Volume

• Stimulate Demand

Current Big Picture g

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BO

MO

SOV

STP

4 P’s

Segment

• MV: Family entertainment • DV: Thrill

Product

• Experience

Price

• Value Trial Pricing

• L: Direct • B: Exclusive • D: Deep, highly integrated p, g y g

Target

• 14 24 year olds 14-24

Place

Position

• Theme parks offer different levels of thrill that will satisfy you and all of your friends

Promotion • Top of Mind

Current Target g

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BO

MO

SOV

ST

Name Age Location Occupation Income Interests

Brenda and...