Lina Bell—A Big Star in Shanghai Disneyland Marketing Case Study | GreatCase100

From the perspective of the 7 Ps as the marketing strategy, this study indicates how 'LinaBell,' the new Disney Ip, benefited from the branding effect, which leads to significant attention from loyal customers before the sale.

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  • - This video is made by Dr. Pearl Lin’s project "Great Case of Marketing in the Hospitality and Tourism Industry". A special thanks to Ji Yilin who provided information and insights for this video.
  • - The accompanying PDF file includes background information, marketing strategy, outcomes and implications of the case study.