Marketing mix of Walt Disney Walt

disney marketing
Walt Disney has touched the heart of many kids and adults. Its
theme parks, movies as well as merchandise make us revisit our
golden days when we were children. To make a brand so big and
win the audiences over and over, requires a magical touch. This
magic can be found in the marketing mix of Walt Disney.

Product in the Marketing mix of Walt

Disney
There are 3 major products of Walt Disney. First and foremost is
its production company which is involved in making movies and
cartoons with stellar characters like Mickey and Minnie mouse,
Goofy, Donald duck and others. All the characters shown in the
above pic are creations of Walt Disney production. Walt Disney is
also involved in the production of various movies like beauty and
the beast, Alladdin, Jungle book and countless others. The Walt
Disney production house drives the magic that is Walt Disney as
all the movies are magical and they rope in the audience making
them a life long follower of Walt Disney.

The second product of Walt Disney is Disneyland. Known to be

one of the most profitable theme parks, Disneyland is a once in a
life time theme park where you are sure to be bedazzled. You get
to meet all the characters of walt Disney, go on rides and most
importantly experience the magical world of Walt Disney first
hand.
It is but natural that with movies and a huge theme park, Disney
have their own merchandise. And hence we enter the third biggest

business of Disney Disney store which is involved in the sales of

all products connected to Disney clothing, accessories, watches,
and what not.

Price in the Marketing mix of Walt Disney

As Walt Disney is focused on getting the mass population
involved, the pricing is kept keeping the middle class in mind.
Disney wants all kids and their parents to have their merchandise.
Thus these products are priced such that the middle class too can
enjoy them. The tickets of Disneyland, though not cheap, are
certainly not that high priced that you cant visit them frequently.
It is quite common to note that several families visit Disney land
many times in their lives to enjoy the park.

Place in the Marketing mix of Walt Disney

Disneyland is placed in several regions across the world. The
following article lists all the difference places across the world
where
various
Disney
resorts
and
parks
are
located.http://en.wikipedia.org/wiki/Walt_Disney_Parks_and_
Resorts

Promotions in the Marketing mix of Walt

Disney
Promotion of Walt Disney is mainly holistic. The parks and
movies rarely need a push. In fact people wait in anticipation for
the next Disney movie or for their visits to Disneyland. Promotion
is done in an internal manner. For Disneyland, various tours and
packages are promoted which make it easier for people to visit
Disneyland. Disneys production like movies are promoted
through various media.
Disney has its own channel as well where the movies and products
are promoted. Finally merchandising is promoted by having

various retail stores, online store and on point of sale such as

theme parks and resorts.

People in
Disney

the

Marketing

mix

of

Walt

People of Disney are known be most polite and most inclined

towards their customers. Disney has its own training university
for training of their customer representatives and theme park
employees. These universities teach the employees about Walt
Disneys culture and value. In Walt Disney, a single customer is
said to be a direct contributor to the bottomline of the company as
a single customer will later bring 10 more customers to Disney
with a positive word of mouth. Thus Disney people are well
trained, well mannered and one of the best in the business.

Physical evidence in the Marketing mix of

Walt Disney
The tagline for Disneyland is the happiest place on earth.
Another one is Where the magic begins and one more is Where
dreams come true. These taglines are loved by people and Walt
Disney actually proves that the taglines are correct. People who
visit Disneyland and come out shower praises on Disneyland.
Disneyland has small small things which makes the whole effect
magical. To experience the physical evidence of Disneyland I
would like to refer this article. It is an article by another marketer
who has written his experience in Disneyland from a first persons
perspective. http://www.drewsmarketingminute.com/files/marke
tingwalt.pdf

4 Strategies Disney Uses to Create

Freakishly Loyal Customers
You probably think of Disneyland as a tourist trap. Which it is. But unless youre part
of a ratheruniquesubset of humanity, you likely have no idea that Disneylands
main customer base is actually local SoCal residents who hold Annual Passes
and come several times a year.
Whats more, although this sounds insane, there are forums full of hardcore
Disneyphiles who visit the park several times a week sometimes popping in just to
sit on a bench in Main Street and watch people go by.
Thats loyalty so impressive it may actually deserve another name altogether
especially since there are plenty of other things to do in California. How does Disney
do it? And how can we apply these lessons to our own businesses?
Here are four major strategies worth thinking about:

1. All theming, all the time

If you take away the theming, theres nothing particularly special about Disneylands
rides. Tame roller coasters, generic log flumes, perfectly ordinary carouselsoff-theshelf mid-range rides you could go on at any theme park. In fact, several nearby
parks have far more extreme and exciting rides.
The thing is, Disneys theming isnt just slapping a few cartoon animals on the sides
of rides. Its immersive, complete and, in its own cheesier-than-France way, kind of
classy.
It makes sure its Fantasyland cast members dont wander through Frontierland
dressed in costumes with the wrong theming. It pumps out scents for each ride
brine for Pirates of the Caribbean, honey for Winnie-the-Pooh, and a cold, musty
smell for the Haunted Mansion. The carparks arent called A, B and Cinstead

theres Pumba Parking, the Mickey and Friends Parking Structure, and Toy Story
Parking.
Similarly, the business areas of Disneyland like loading zones or cleaning
cupboards are cleverly hidden in offstage areas. Cast members are strictly
forbidden to remove their heads in view of any guests (children or adults). And of
course, two Mickeys are ever allowed to be in view at once, because theres only
one Mickey Mouse
Even tiny details like the autographs characters give out are exactingly themed.
Actors must learn to replicate the signature of their character; a Belle signature in
Disneyland should look identical to a Belle signature in Disneyworld Tokyo six years
later.
The immersive element is pervasive. Even the doorknobs and cutlery contain the
iconic Mickey-head shapejust in case you forget youre in Disneyland.

How to apply this to your business

If you have a voice, make sure its present throughout your entire business. Your
persona should be reflected in your choice of typography, your about page, your onhold music, even your 404 errors. When a customer visits your site, he should
always be aware he is on your site. If youre using a humorous, wisecracking tone
through most of your website, dont switch to bland corporate-speak in your terms
and conditions or contact form. People tend to buy who you are, not what you do
so give them as many chances as possible to get to know who you are. Everywhere.

2. Immersion
In a similar vein, a lot of Disneys most loyal customers dont show up for the rides
themselves. Not for the mechanics, anyway. Increased G-forces and mild nausea
dont inspire that kind of fanaticismand as Ive said, there are more extreme places
just around the corner anyway.

Rather, fans keep coming back because theres always more to see. Disneys motto
isnt Lots of Ridesits The Happiest Place on Earth. And Disney maintains
constant interest by making sure theres always something else to notice.
Interesting, interactive queueing areas for the rides.
Sporadic spontaneous performances by Mary Poppins or Alice and the Mad Hatter
at various times of day.
Rides like the Jungle Cruise that are strikingly different at night.
Holiday theming. Different fireworks displays. Limited-time only eatables.

How to apply this to your business

If you want people coming backand you definitely do, because thats where you
make most of your moneythen you need to provide more than just a bare-bones
service. Disneyland is more than a place to be strapped into a chair and flung
around; and your business should be more than the mechanics of what you do. If
you specialize in birthday cakes, dont just gear your website to selling birthday
cakesgear it to making birthday-cake selection the most fun, engaging, stress-free
experience your customer has ever had. Develop an autoresponder sequence that
immerses your customers in the story of how their cakes are made, and why you put
so much love into them. Find ways to be far more than just a birthday-cake maker.

3. Everyones a princess
A number of Disney films are about being a special and unique snowflake. And
astonishingly, despite the positively enormous numbers of people churning through
the gates each day, Disney staff actually do treat their guests like snowflakes.
Cast members give children badges and balloons at random; princesses stop to
greet little girls dressed in princess gear; guests are allowed to captain the Jungle
Cruise or Mark Twain Riverboat.

Disney is famous for being especially considerate to guests with disabilities, ranging
from claustrophobia to autismand its scrupulous about accommodating food
allergies. The perpetually bubbly staff do their best to make sure every guest feels
special.
Artificial, contrived and cynical? Possiblybut people keep coming back.

How to apply this in your business

Seriously, do I need to explain this?
Customer service of any positive kind is a surprisingly rare phenomenon in todays
world. Just try ringing your internet service provider or getting someone on the
phone to fix your printer if you dont believe me. But as pleasing and unexpected
as good customer service is, great customer service will truly cement customer
loyalty.

4. Mining the mythos

In general, Disneyland hides its seams. Trees that need cutting down are switched
during the night with fully-grown replacements from Disneys nursery. Cleaners are
inconspicuous. Staff areas are hidden underground or painted no-see-um green
and shrouded in foliage.
But Disneyland is also very blatant about acknowledging itself and its creatorin a
sense, Disneylands greatest product is its own mythology. The running of the park
may be too vulgar for the public eye, but the story of the park is trumpeted
everywhere.
Of course, all Disney parks draw on the enormous popularity of the movies and
music. But Disneyland has more than that. Its the original, the historical Disney
the only park planned and lived in by Walt himself. And it blatantly rides on that.
Hordes of guests are guided through Walt Disneys hidden Main Street apartment (in
which a light is always kept symbolically burning). The names of the Imagineers are
featured on the shop windows of Main Street. The Lily Belle, a train-car designed for

Walts wife, is a major photo-op attraction; as is the sentimental Partners statue of

Walt and Mickey.
And Disney never lets anyone forget its past successes. Its parades are a constant
triumph of its classicsin fact, it has reached the point where it can
simply manufacture classics, labeling them as such before theyve even come out on
DVD. When Tiana and Rapunzel were inaugurated into Disneys official princess
lineup, the marketing made it a quasi-historical occasionand thousands upon
thousands of loyal customers showed up.
It works so well that a few years back people were shelling out $150 to have their
names immortalised on a brick paver laid in the Walk of Magical Memories
between Disneyland and DCA (for a minimum of one year, liable to be torn up at any
time, brick remaining the property of Disney!) Why would anyone feel the need to
buy pavers for a multimillion-dollar companyunless to felt they were part of
something grand, historical and exciting?

How to apply this in your own business

Chances are you dont have a shareholders stake in childhood the way Disney does.
But you can still draw on the mythos of your own life or companyor failing that, life
in generalto appeal to customers.
For instance, anyone selling candles can paint a word picture of humans flirting,
grieving, dining and sewing by candlelight over millennia of human history. Or you
can create interesting personas that people want to identify with (witness the recent
success of the All Spice Man and the Most Interesting Man in the World). Even just
having and telling the story of why you do what you do can be a powerful way of
developing customer loyalty.

What strategies do you use?

Do you use any of these powerful methods for building fans? Or have you
discovered your own? Share your approach below.

About the Author: D Bnonn Tennant is the author of the free email micro-course,5
Sales-Spiking Website Tweaks Gurus & Designers Dont Know. Check it out if
youre interested in seeing personality-based marketing in action, along with plenty
of word-pictures and propositions.

Disney Marketing: The Happiest Social

Media Strategy on Earth
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BY CHRISTINA WARREN2011-08-03 14:30:45 UTC

With more than 200 million Likes across all of its Facebook Pages, The Walt Disney Company is
one of the most powerful brands around, online and off.

The Disney Consumer Products (DCP) division of the Walt Disney Company is responsible for
various merchandise and licensing for different Disney properties including leading
franchises like Cars, Toy Story and Disney Princesses. DCP operates its social media presence
under the name "Disney Living" and has managed to gain more than 300,000 Likes on
Facebook, 29,000 followers on Twitter and 8.8 million views on YouTube in just under two
years.
Disney Baby, an initiative designed to engage with parents of infants, launched its social media
presence in January 2011. In less than eight months, Disney Baby has gained more 363,000 likes
on Facebook, making it one of the biggest brands in its segment.
We wanted to know a bit more about the social media strategy for the world's largest licensor
how does DCP engage with fans and with consumers, and what impact has that engagement had
on the consumer products business as a whole?
To find out, we talked to Andy Mooney, the chairman of Disney Consumer Products. Under
Mooney's leadership, the fortunes of DCP have grown tremendously, thanks to decisions to
create new verticals and new franchises. Mooney was the visionary behind the Disney Princesses
brand, which is now a multi-billion dollar franchise.

Building a Community, Not Just Shilling

Product
With a division like DCP, which operates on a 365-day release cycle, it's important that the social
media tactics and interactions are well crafted and well thought out.
As a "brand," Disney Living has to make sure that its actions are not impeding on the work done
by a licensee or that it isn't going into more traditional Disney franchise territory.
As Mooney explains, "the studio builds a campaign around the theatrical release for Cars 2 and
also has a campaign for the DVD, but then they go quiet. We have a 365-day cycle to sustain."
If DCP, under its Disney Living moniker, was just to use its social media channels to promote
licensed content or brands, it would get old. Fast. Instead, the goal for the social media strategy
across DCP is to be informational, rather than super commercial.
You can see this in the type of content that is shared on the Disney Living
Facebook, Twitter andYouTube pages. It's not always product-driven many of the
communications are casual and centered on interacting with fans.
For instance, a recent YouTube video posted to the Disney Living channel goes behind the
scenes with a LEGO Master Model Builder, showing off what goes into designing and creating
life-size LEGO models of Toy Story characters.

The context with this type of video is not to promote the fact that LEGO is a licensee and has
aToy Story line of toys, but to give something back to fans.

Digital Publishing
An area where DCP is really starting to make a name for itself is in digital publishing.
Disney tells us that in just 18 months, more than a dozen children's book apps have launched for
iOS. The company recently started publishing in the Android Market. Disney Publishing has
seven out of the top 10 apps in the Paid Books category that's overall titles, not just children's
books.
One of the first movers in the transition of digital publishing for kids, this is an area that Mooney
really sees poised for growth. "The very nature of our publishing product going forward will be
different than the product in the past. The new product is a multimedia experience and will be
upgradable, relative to other forms," Mooney says.
Still, he doesn't believe that traditional publishing will completely disappear.
On the eBook front, Disney Publishing has over 300 titles available and has sold more than a
million eBooks through July 2011. That's more than double what was sold in all of 2010.
Disney is also getting into Digital Comics. Now that Disney owns Marvel, the opportunities to
connect with comic book readers of all ages is really enhanced.
Having more digital properties, as a division, means that DCP has more avenues to leverage in
its greater social media strategy.

Power of Social Media

Before joining Disney, Mooney spent 20 years at Nike, where he held a number of positions,
including CMO.
"We didn't have social media when I was with Nike," Mooney says. "I wish we had, because
what social media allows you to do is different from traditional consumer-facing advertising ...
Social media lets you uniquely connect with fans."
Describing social media as something that is "adjunct to everything we do for deepening the
emotional ties and the franchise," Mooney stresses the importance of recognizing and connecting
with a fan base.
"Some of these bigger franchise have massive fan bases." The Toy Story brand alone has more
than 27.5 million Likes on Facebook.
"Social media is fundamental to the nature of how we communicate with the fans," says Mooney.
"The tone and the content is more causal and insight-based and insider-based, especially for the
most ardent fans of the franchises."
A licensee can do a traditional campaign, and Disney Living can give an inside look at how stuff
is done.

With Disney Baby, one of the newer social brands, the community itself is the focus, not the
product.
As we mentioned earlier, Disney Baby is already in the top five baby brands on Facebook.
Because the audience here is parents (mostly moms), the tone of the discussion is driven by the
community members.
Parents share photos of their babies in Disney onesies. When a new product is released, if it's
posted to the Facebook Page, the community will talk about where to find it, who has the best
price and what they think of the product.
Parents and moms also use the Facebook Page as a way to share stories with one another and ask
questions. What's bringing people together might be shared love for a brand in this case,
Disney but the community goes beyond that.
That's likely why Disney Baby has already had so much success.

Social Campaign Highlights

DCP provided us with some information about some of their most successful social campaigns in
the last 18 months.
John Lasseter Talks Toys YouTube Video Series
Debuting in 2009, this series of YouTube videos features Toy Story and Toy Story 2 director Jon
Lasseter discussing the origins of each Toy Story character.

The Disney Living team found footage of John Lasseter talking about a new line of toys and
uploaded it to YouTube. The videos were viewed by more than 1.8 million people, and two years
later, the videos still get views.
Alfred Angelo Fairy Tale Weddings Launch
When Disney Living decided to change the designer of its line of Disney Fairy Tale wedding
gowns, it was unsure of how the fans would react. The new line was more accessible less
expensive and less exclusive and the team worried that existing fans would be upset with the
change.
So, the Disney Living team put together a special YouTube video showing off the new gowns.
The video gives viewers a behind-the-scenes look a the new line of gowns ad introduces them to
the designer. The video has been viewed more than 1.7 million times, making it the most
successful single YouTube video from Disney Living.

Politica de confidenialitate
Revizuit: 11 ianuarie 2012
Disney Club Penguin ("Clubul Pinguin") este administrat i prezentat
utilizatorilor din toate locaiile de Disney Studios Online Canada Inc.
(cunoscut anterior sub numele de Club Penguin Entertainment Inc.), situat
la 500-1628 Dickson Avenue, Kelowna, British Columbia, Canada VIY 9x1.
Aceast politic de confidenialitate acoper utilizarea informaiilor
colectate de Clubul Pinguin.
Ne obligm s oferim un site web distractiv, amuzant i sigur pentru
persoanele de toate vrstele. Ne angajm s protejm toate informaiile
personale colectate de pe site-ul web al Clubului Pinguin. Ne asigurm c
politica noastr de confidenialitate i practicile noastre de informare ader
la Legea de protejare a confidenialitii online a copiilor din Statele Unite,
la legislaia aplicabil a Uniunii Europene privind protejarea datelor cu
caracter personal, la legislaia canadian federal i provincial de
protejare a datelor cu caracter personal i la alte legi aplicabile de protecie
a datelor i alte legislaii aplicabile.
n vederea asigurrii unei experiene online satisfctoare pentru vizitatorii
notri, v oferim aceast politic de confidenialitate care descrie practicile
de informare ale site-ului web al Clubului Pinguin
(www.clubpenguin.com), inclusiv modul prin care colectm, utilizm i
dezvluim informaii cu caracter personal.

1.

Informaiile pe care le colectm

Avem nevoie de acordul unui printe atunci cnd un copil dorete

s se nregistreze. Aa cum este descris n aceast politic de
confidenialitate, colectm n mod direct de la utilizatorii copii n
timpul procesului iniial de nregistrare o adres de e-mail a
printelui, numele contului copilului i parola copilului. Atunci
cnd un copil care se nregistreaz n Clubul Pinguin
achiziioneaz calitatea de membru, exist posibilitatea s
colectm informaii personale identificabile (IPI) de la printe.
Tipurile de IPI care pot fi colectate la acel moment includ numele
complet al printelui, adresa de e-mail, informaii privind plata cu
cardul de credit (sau alt metod de plat), inclusiv adresa
potal. Site-ul web al Clubului Pinguin nu condiioneaz
participarea unui copil n vreo activitate online de furnizarea de
ctre acesta a mai multor informaii personale dect este necesar
pentru acea activitate.
Site-ul web al Clubului Pinguin solicit utilizatorilor copii s
furnizeze o adresa de e-mail valabil a printelui pentru a se
nregistra pe site-ul web n vederea participrii n lumea virtual a
Clubului Pinguin, la jocuri i vizualizrii coninutului. Noi folosim
adresa de e-mail a printelui pentru a trimite un mesaj care poate
fi folosit pentru a activa contul Clubului Pinguin, i pentru a
avertiza printele cu privire la politicile noastre de
confidenialitate i pentru a trimite comunicri printelui, fie
despre contul Club Pinguin al copilului sau al printelui, fie despre
caracteristicile site-ului nostru, inclusiv buletine de tiri periodice
pentru prini despre Clubul Pinguin i n alte scopuri descrise n
aceast Politic de confidenialitate. Aceast adres de e-mail
este corelat cu numele de utilizator al contului. Cu permisiunea
prealabil a printelui, putem utiliza aceast adres de e-mail
pentru a trimite printelui mesaje promoionale referitoare la
produsele i serviciile Clubului Pinguin i/ sau ale familiei de
companii Walt Disney. Printele i poate revoca n orice moment
permisiunea de a primi mesaje promoionale privind Clubul
Pinguin i/ sau familia de companii Walt Disney contactnd
serviciul de suport clieni la adresa support@clubpenguin.com i
se poate dezabona de la comunicrile publicitare prin e-mail de la
Clubul Pinguin i/ sau Familia de Companii Walt Disney fcnd clic
pe link-urile de dezabonare din respectivele e-mail-uri.

Putem totodat s solicitm un nume de utilizator i o adres de

e-mail cnd un utilizator depune un formular prin intermediul
seciunii Contactai-ne a site-ului web al Clubului Pinguin astfel
nct s putem rspunde solicitrii. Colectm adresa de e-mail
numai n scopul rspunderii n mod direct unei solicitri unice
specifice.
Pentru unele din activitile noastre online cum ar fi anchete,
sondaje, jocuri sau competiii s-ar putea s cerem utilizatorilor
s furnizeze informaii care nu sunt identificabile personal, cum ar
fi ara de reedin sau culoarea favorit a utilizatorului. De
asemenea, permitem utilizatorilor s converseze online prin
intermediul site-ului nostru, dar lum msuri astfel nct
utilizatorii s nu poat comunica informaii cu caracter personal
prin intermediul facilitii de conversare. Aceste msuri includ
filtre i moderare n timp real. Totui, dac utilizai facilitatea de
conversare din cadrul site-ului web i dezvluii informaii
personale identificabile, trebuie s tii c aceste informaii pot fi
citite, colectate i utilizate de ali utilizatori. V recomandm s
nu divulgai informaii personale (cum ar fi numele real, adresa de
e-mail, numrul de telefon, etc.) cu privire la utilizator sau orice
ter parte n astfel de camere de conversare i nu suntem
responsabili pentru informaiile personale identificabile pe care
alegei s le afiai prin funcia de conversare. n cele din urm,
putem oferi bloguri sau alte forumuri publice (aa cum sunt
definite n Termenii de Utilizare pe care i reglementeaz site-ul
("Termeni de Utilizare")), precum i alte caracteristici prin care ne
putei furniza Aplicri (aa cum sunt definite n Termenii de
Utilizare), dar vom lua msuri, inclusiv moderarea n direct, astfel
nct utilizatorii s nu poat comunica informaii cu caracter
personal prin aceste forumuri publice. Dac utilizai un forum
public de pe acest site web i dac dezvluii informaii personale
identificabile, trebuie s tii c aceste informaii pot fi citite,
colectate sau utilizate de ctre ali utilizatori. Nu suntem
responsabili pentru informaiile personale identificabile pe care
alegei s le furnizai n cadrul acestor forumuri publice.
n plus, atunci cnd vizitatorii viziteaz site-ul nostru, putem
colecta pasiv anumite informaii computerizate neidentificabile

personal, cum ar fi tipul de sistem de operare (de exemplu,

Windows XP sau Mac OS), adresa de IP a utilizatorului, browser-ul
web (de exemplu, Firefox, Internet Explorer), frecvena cu care
oaspeii viziteaz diverse pri ale site-urilor noastre, precum i
informaii privind furnizorul de servicii de Internet, n scopul de a
face site-urile noastre mai interesante i utile pentru
dumneavoastr i pentru diverse scopuri legate de afacerea
noastr. Noi, sau unul din furnizorii notri n numele nostru,
putem colecta aceste informaii identificabile ne-personale prin
utilizarea tehnologiilor informatice, cum ar fi identificatorii unici
sau cookies. Cookies sunt fiiere text mici pe care le plasm n
browser-ele calculatoarelor vizitatorilor pentru a stoca preferinele
acestora. Putei alege s fii anunat prin intermediul
calculatorului, atunci cnd un fiier cookie este trimis sau putei
alege s acceptai sau s refuzai toate fiierele cookie. Putei
face aceasta prin intermediul setrilor browser-ului dvs. (cum ar fi
Firefox sau Internet Explorer). V rugm s reinei c majoritatea
browser-elor sunt setate automat pentru a accepta fiierele
cookie. Fiecare browser este diferit, prin urmare cutai n meniul
Help al acestuia pentru a afla modalitatea corect de modificare a
fiierelor cookie. Dac dezactivai fiierele cookie, nu vei avea
acces la multe funcii care fac interacionarea cu site-urile Disney
mai uoar, iar unele din serviciile noastre nu vor funciona
corespunztor.
n cele din urm, colectm informaii financiare astfel cum sunt
expuse n Seciunea 5 a acestei politici de confidenialitate.
Folosim aceste informaii financiare pentru a procesa plile ctre
Clubul Pinguin i n scopuri de prevenire a fraudei. Informaiile
financiare pe care le introducei pentru a achiziiona un
abonament nu sunt stocate de Clubul Pinguin, ci sunt reinute de
ctre intermediarul nostru pentru procesarea plilor, care
acioneaz n numele nostru, n scopul procesrii plilor
efectuate ctre Clubul Pinguin i n scopuri de prevenire a fraudei.
Dac nu ne furnizai informaii cu caracter personal, atunci Clubul
Pinguin nu poate aproba calitatea de membru al Clubului Pinguin
i exist posibilitatea s nu poat oferi acces la anumite
coninuturi i funcionaliti din cadrul site-ului web al Clubului

Pinguin sau s ofere alte informaii, produse sau servicii care pot
fi solicitate.
2.

Modalitatea de utilizare, dezvluire i stocare a informaiilor pe care le colectm

Pe lng scopurile descrise n Seciunea 1, s-ar putea s colectm

n mod activ i s utilizm adresele de e-mail i numele de
utilizator pentru a monitoriza ntrebuinarea i pentru a ne asigura
c utilizatorii respect Termenii de utilizare ai site-ului. n plus, sar putea s utilizm o adres de e-mail i un nume de utilizator
pentru a bloca temporar sau permanent un utilizator de pe site-ul
web al Clubului Pinguin dac acel utilizator se angajeaz ntr-o
conduit necorespunztoare pe site. S-ar putea s utilizm adrese
de e-mail i nume de utilizator pentru a permite prinilor s
verifice IPI pe care copiii le-au furnizat site-ului web al Clubului
Pinguin i pentru a furniza notificarea referitoare la site, cum ar fi
orice alte modificri viitoare la aceast politic de
confidenialitate. S-ar putea, de asemenea, s utilizm informaii
n totalitate pentru a analiza ntrebuinarea site-ului, precum i
pentru a oferi produse, programe sau servicii.
Putem s dezvluim informaii atunci cnd ni se solicit prin lege,
de exemplu, ca urmare a unei decizii judectoreti sau somaii
sau atunci cnd dezvluim informaii procesatorilor de date care
acioneaz n numele nostru (furnizorilor de servicii sau altor
companii ale grupului care asigur suport pentru operaiunile siteului nostru web i care nu utilizeaz sau dezvluie informaiile n
alte scopuri). n msura permis de legislaia n vigoare, putem,
de asemenea, divulga IPI ca rspuns la solicitarea unui organ de
urmrire penal sau a altei autoriti publice (inclusiv coli sau
servicii pentru copii), sau dac suntem de prere c o astfel de
dezvluire ar putea mpiedica instigarea la crim, ar facilita o
anchet legat de sigurana public sau pentru a proteja
sigurana unui copil cu ajutorul site-ul nostru, ar proteja
securitatea sau integritatea site-ului nostru, sau ne permite s
lum msuri de precauie mpotriva rspunderii.
Dac vindem totul sau o parte din afacerea noastr sau dac
efectum o vnzare sau un transfer al bunurilor noastre sau dac
acestea sunt altfel implicate ntr-o afacere de fuziune sau

transfer, s-ar putea s transferm IPI unei tere pri ca parte a

tranzaciei, n msura permis de legea aplicabil.
3.

Colectarea informaiilor pentru site-urile terilor i sponsorilor

Nu permitem companiilor tere s atrag sau s fac publicitate

utilizatorilor notri. Intenia noastr este de a feri Clubul Pinguin
de orice astfel de publicitate direct.
4.

Securitate

Securitatea datelor dvs. cu caracter personal este important

pentru noi. Am creat proceduri fizice, electronice i administrative
adecvate pentru a proteja i pentru a facilita prevenirea accesului
neautorizat, meninerea securitii datelor i utilizarea corect a
informaiilor pe care le colectm online. Atunci cnd oferii
informaii sensibile, cum ar fi numrul cardului de credit sau
formularul nostru privind nscrierea ca membru, criptm
informaiile utiliznd tehnologia SSL (secure socket layer).
Ne desfurm activitatea la nivel global i putem
transfera informaii cu caracter personal ctre societi
individuale ale Familiei de Companii Walt Disney sau ctre teri n
locaii de pretutindeni pentru scopurile descrise n aceast politic
de confidenialitate. Oriunde sunt transferate, stocate sau
procesate informaiile dvs. personale , vom lua msuri rezonabile
pentru a proteja confidenialitatea acestora. n plus, n ceea ce
privete utilizarea sau dezvluirea informaiilor personale
transferate din Uniunea European sau Elveia ctre Statele
Unite, noi aderm la principiile Safe Harbour, aa cum sunt
stabilite de Departamentul de Comer al Statelor Unite, utilizm
clauzele contractuale standard aprobate de Comisia European,
adoptm alte msuri n conformitate cu legislaia relevant n
vederea asigurrii proteciilor corespunztoare sau a obinerii
consimmntului dvs. De asemenea, aplicm cerinele autonome
ale principiilor Safe Harbour cnd transferm informaii personale
din Australia.
5.

Informaii financiare

Astfel cum este menionat n Seciunea 1, dac un copil care este

nregistrat dorete s achiziioneze calitatea de membru, vor fi
solicitate numele complet al printelui, adresa de e-mail a
acestuia, informaiile privind plata cu cardul de credit, inclusiv
adresa potal, la momentul achiziiei. Informaiile acestea nu
sunt stocate de Clubul Pinguin, ci sunt colectate i stocate de
furnizorul nostru de procesare a plilor n scopul procesrii
plilor efectuate n favoarea Clubului Pinguin i n scopuri de
prevenire a fraudei. Informaiile sunt stocate sub securitate
corespunztoare i nu vor fi utilizate n alte scopuri. Mai mult,
furnizorul nostru de procesare a plilor a convenit s pstreze
confidenialitatea, securitatea i integritatea informaiilor
personale i financiare obinute de pe site-ul Clubului Pinguin i s
utilizeze aceste informaii numai n numele nostru. Instituia
noastr financiar este obligat prin toate legile aplicabile privind
confidenialitatea datelor n legtur cu furnizarea serviciilor
financiare.
6.

Accesul la informaii i obiecia la colectarea i reinerea informaiilor

V rugm s ne contactai astfel cum este menionat n Seciunea

7, dac dorii s accesai IPI pe care le-am colectat online de la
dvs. sau de la copilul dvs., dac dorii s corectai erorile de fapt
din aceste informaii, dac dorii s tergei aceste informaii sau
dac dorii s nu le mai colectm sau s le pstrm. tergerea
datelor poate duce la ncetarea contului Club Penguin i/sau a
abonrii.
Asigurai-v c includei adresa de e-mail i un numr de telefon
unde v putem contacta. Pentru a v proteja pe dvs. i
confidenialitatea i securitatea copilului dvs., vom lua msurile
necesare pentru a v ajuta s verificai identitatea dvs. nainte de
a v acorda accesul la informaiile personale pe care le colectm
i pstrm n legtur cu dvs. sau copilul dvs.
7.

Modificri la Politica de Confidenialitate

Din cnd n cnd, putem modifica aceast politic de

confidenialitate pentru a adapta noi tehnologii, practici
industriale, cerine de reglementare sau n alte scopuri. Dac

aceste modificri sunt semnificative sau n cazul n care este

prevzut de legea aplicabil, vom furniza notificri pentru a
obine consimmntul dumneavoastr.
8.

Contactai-ne

Dac avei ntrebri sau dorii s ne trimitei comentarii despre

aceast politic de confidenialitate, v rugm s ne trimitei un
e-mail cu ntrebrile sau comentariile dvs. la
adresa support@clubpenguin.com sau s ne scriei la:
Clubul Pinguin
c/o Disney Online Studios Canada Inc.
Despre confidenialitate
Suite 500 - 1628 Dickson Ave.
Kelowna, British Columbia, V1Y 9X1
CANADA
De asemenea, putei s ne sunai la +1-877-261-9482 (SUA i
Canada) sau la +1-250-469-6380. (Dac nu avei peste 18 ani,
trebuie s obinei acordul printelui sau a tutorelui pentru a ne
contacta la acest numr.)
V asigurm c toate informaiile personale pe care le furnizai n
comunicrile ctre adresa de e-mail, adresele potale i numerele
de telefon de mai sus nu vor fi utilizate pentru a v trimite
materiale publicitare, cu excepia cazului n care solicitai aceasta.
9.

Un ultim anun ctre prini

Internetul ofer numeroase oportuniti pentru copii. ndrumarea

i implicarea dumneavoastr sunt eseniale pentru a v asigura
c copiii au o experien online satisfctoare i sigur. V
ncurajm s vizitai site-ul GetNetWise.org i s v uitai
mpreun n seciunea Sigurana copiilor. Eforturile dvs. de a
insufla practici de informare responsabile vor facilita ndrumarea
copiilor dvs. spre site-uri adecvate vrstei pentru mult vreme i
vor asigura c copiii dvs. au o experien online fructuoas.

10.

Datele de intrare n vigoare

Politica de confidenialitate prevzut mai sus intr n vigoare la

11 ianuarie 2012 i se aplic tuturor informaiilor obinute anterior
de Clubul Pinguin. Ne rezervm dreptul de a modifica politica de
confidenialitate la discreia noastr. Utilizatorii Clubului Pinguin
vor fi informai n legtur cu orice astfel de modificare prin
postarea de ctre noi a unei noi politici de confidenialitate pe
site-ul web al Clubului Pinguin, iar data intrrii n vigoare a
oricrei modificri a politicii de confidenialitate va fi clar marcat.
Dup cum este prevzut de lege, nu vom utiliza IPI n moduri care
sunt diferite de cele descrise n aceast politic de
confidenialitate fr a furniza notificarea privind aceste practici i
fr a obine consimmntul din partea diferiilor utilizatori. Dac
aducem modificri materiale la aceast politic, v vom anuna
prin e-mail sau prin intermediul unei notificri pe pagina noastr
de internet.
Clubul Pinguin este un liceniat al programului TRUSTe de
confidenialitate online a copiilor. Dac considerai c nu am
rspuns solicitrii dvs. sau solicitarea dvs. nu a fost soluionat
satisfctor, v rugm contactai TRUSTe
lahttp://www.truste.org/consumers/watchdog_complaint.php.