Marketing Chester Zoo to 16-to-24-year-olds Essay

1685 Words 7 Pages
Marketing Chester Zoo to 16-to-24-year-olds

At the moment, Chester Zoo is the leading zoo in the country. It is a non-profit organisation and its mission is to support and promote conservation by breeding threatened animals, providing excellent animal welfare, high quality public service, recreation, education and science. Currently, their main source of income is from the admissions (see appendix 2B)

Currently, the zoo is facing a marketing problem: The 16-24 year old age group is not visiting the zoo as much as expected to. (See appendix 7B)

My task is to analyse the situation and come up with a solution. I shall do this by looking at the marketing strategy of Chester Zoo.

Marketing is a continuous process of learning about and
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Their main concern is money, and they say that they aren’t well informed about the zoo, its charges (see appendix), its whereabouts and such things.

There are the main problems and my proposed solutions:

Price:

If their budget does not allow them to perform intensive promotion,
Chester Zoo could opt simply to reduce the entrance fees. Hopefully, as a result of this, the targeted age group would feel like the new price is more suited to their limited budget and there fore more of them will come increasing the Zoo’s sells and eventually the Zoo’s output will grow and profit margin will increase.

Promotion

Chester Zoo’s advertising and promotion seems to target mainly younger people and families (see appendix 7B), because this age group visits more often. As a result, 16-24 year olds feel that there is ‘nothing for them’ at the zoo.

Evaluation of Possible Solutions

Solution: Reduce entrance fees to match those of its top competitors
(Such as Knowsley Park-see appendix 21A). Perhaps offer price reduction for only 16-24 year Olds as an incentive to visit the zoo.

Problem: Not a guaranteed scheme. Although the advantage would be that more 16-24 years Olds may be attracted to the zoo, this interest may be short-lived, and the zoo might end up making a loss, by failing to get to their breakeven.

Solution: Concentrate

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