To attract the older consumer the Walt Disney Company, a US-based Media & Entertainment Corporation, developed an offering it called "Magical Gatherings," in 2003. The concept was mainly targeted people over the age of 50 who were organising outings with friends, grandchildren and former schoolmates. A website was set up a web site to allow consumers to plan their trip and create an itinerary. The programme offered experiences that could be enjoyed without the need to separate or split up acros...

BPIR Categories

4.1.1 Identify market segments & target customers
3.2.1 Translate customer needs into product requirements

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