Melbourne Aquarium marketing plan-墨爾本水族館營銷計劃

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03-26, 2014

Melbourne Aquarium marketing plan

墨爾本水族館營銷計劃

1.0 Executive Summary
1.0綜述

The main purpose of this report is to create a marketing plan for Melbourne Aquarium. This report comprises the marketing initiatives of Melbourne Aquarium for the next one year, which have created through identifying and analyzing its own strengthens, weakness, opportunities and threats. For the fierce competitions in tourism, Melbourne Aquarium faced challenges from the internal and external environment. So it is necessary for Melbourne Aquarium to make a marketing plan for the future development. The central point of marketing plan will be designed for a new program“Stars of Antarctica (Penguins)” in Melbourne Aquarium .At present, with fierce competition around Melbourne Aquarium. Melbourne Aquarium experienced some difficulties with their operation. In order to improve this weakness, marketing plan will focus on the needs of Melbourne Aquarium to consider how much markets they want to offer.
本報告的主要目的是創建墨爾本水族館營銷計劃。本報告包括在未來一年有通過識別和分析其自身的增強，弱點，機會和威脅創造了墨爾本水族館的營銷舉措。對于競爭激烈的旅游，墨爾本水族館從內部和外部環境所面臨的挑戰。因此，有必要對墨爾本水族館，以供未來發展的營銷計劃。營銷計劃的中心點將被設計為在墨爾本水族館的新節目“南極之星（企鵝） ” ，目前，大約有墨爾本水族館激烈的競爭。墨爾本水族館經歷了一些困難，他們的操作。為了改善這個弱點，營銷計劃將著重于墨爾本水族館的需要，要考慮多少，他們的市場要提供。

2.0 Introduction
2.0引言

Melbourne Aquarium is a Southern Ocean and Antarctic aquarium in central Melbourne At present, it has been about 8 million people since its opening in 2000. With more and more aquariums and entertainment places competing in the tourism market, Melbourne Aquarium faced a challenge about how to attract more visitors. In recent years, the visitors to Melbourne Aquarium declined for some reasons., Australia.

It is needed to design a marketing strategy for Melbourne Aquarium. What we are talking about in this article is about how to design a marketing plan for Melbourne Aquarium. The marketing plan is targeted for small children and young people who are 18-25 ages for they are the main potential visitors of Melbourne Aquarium. For young people have some special features, this article will analysis the marketing plan which designed for them. With more and more entertainment place appeared around Melbourne Aquarium, Melbourne Aquarium faced a fierce competition and big challenges. In this condition, it is urgent for Melbourne Aquarium to make a marketing plan to win potential visitors. “Stars of Antarctica (Penguins)” will be welcomed by little children and young people. It is a important point of marketing plan.#p#分頁標題#e#

墨爾本水族館是南大洋和墨爾本市中心南極水族館目前，它已自2000年開業以來約8萬人。隨著越來越多的水族館和娛樂場所的旅游市場競爭，墨爾本水族館面臨著如何吸引更多的游客是一個挑戰。近年來，客隊墨爾本水族館拒絕某些原因。

這是需要設計一個營銷策略墨爾本水族館。我們在這篇文章中講的是如何設計的墨爾本水族館營銷計劃。營銷計劃是針對小型兒童和青少年誰是18-25年齡段，因為他們是墨爾本水族館的主要潛在游客。對于年輕人來說有一些特殊的功能，本文將分析這為他們的營銷計劃。隨著越來越多的娛樂場所周圍出現墨爾本水族館，墨爾本水族館面臨著激烈的競爭和巨大的挑戰。在這種情況下，迫切墨爾本水族館做一個營銷計劃，以贏得潛在的游客。 “星光南極洲（企鵝） ”將小孩子和年輕人的歡迎。它是市場營銷計劃的一個重要點。

3.0 Situation analysis

Situation analysis is critical for the development of a company. Only after a careful situation analysis a marketing planning can be made. It can be for a product or service direct and indirect competitors in market. It can also examine their relationship with customers and understand the barriers to entry market. Situation analysis can help articulate the aims of the organization to make profit, provide alternative employment for community. The most important is bringing money in to a community and providing a roadmap for the future development of company., a brand, or a product line. Marketing plans cover between one and five years. Situation analysis can help company know

3.1 Internal strength and weakness

Melbourne Aquarium opened in the year 2000. It has a history about 10 years. At present, it has been about 8 million visitors since its opening. So we can see that Melbourne Aquarium is famous in the local area and especially is welcomed by little children and young people. Besides that the, Melbourne Aquarium also have advanced facilities. For example, Melbourne Aquarium has Automatic translation guide system. It has brought a lot of convenience to the visitors from all over the world. Not only the local visitors, but also visitors from different countries come to Melbourne Aquarium. It is all the internal strength of Melbourne Aquarium. At the same, Melbourne Aquarium also has its weakness. Firstly, Most of the visitors said that in the Aquariums are just fish, and the there is not enough variety of animals in the aquarium. Some people are bored to see fish only. For some people, perhaps it is more interesting for them to watch TV at home than a boring visiting fish. Secondly, some visitors want to see usual animals which they can not found in other aquarium. They complained that anima is lacking in personality. If there is no difference between the aquariums, it is no need for them to spend a lot to the Melbourne Aquarium.#p#分頁標題#e#

3.2 External opportunities and threat

The local government has issues several documents to encourage the development of tourism in the local area. So it is a good eternal opportunities for the development of Melbourne Aquarium. At the same time, there are also threats around Melbourne Aquarium.Competitions are everywhere for Melbourne Aquarium. Other Tourist Attractions, for example, Melbourne Zoo, Melbourne Museum, Science works, Luna Park are all competitors of Melbourne Aquarium. Besides that, Movie/Cinema, Football, Cricket, Home entertainment, McDonalds are all potential competitors of Melbourne Museum. Basically anything that competing for families’ disposable income and time can be called the competitors of Melbourne Aquarium. None of business can attract all the consumers, so what we need to do is to meet the needs of targeted consumers. The target consumers are the consumer segmentation which the particular service is marketed to. So in carrying out the market plan, other competitors of Melbourne Museum will share the targeted little children and young people. Little children and young people of 18-25 ages have special features of that age. So for them, the attractions near Melbourne Museum still could attract them. In this situation, a lot of targeted visitors will be lost if Melbourne Museum takes no actions.

4. Market segment analysis

This section of report is essential for Melbourne Museum as it will guide its marketing activities by aiming at the right customers. Marketing segment analysis will help origination in terms of deciding what service to provide and its ability to satisfy customer’s needs and wants. Benefits for effective use of market segment analysis will help Melbourne Museum use its marketing dollars more effectively. It helps them know what their customers are and what they want in order to accurately select the right promotional techniques. (Morrison, 2002)

From the Market segment analysis，we can see that the potential visitors and mainly little children and teenagers, young adults and parents of children. And they usually go to Melbourne Aquarium in vacation or holidays. That is all the elements which should be considered in the marketing plan.

5. Smart objectives

James Quinn succinctly defined objectives in general as: Goals (or objectives) state what is to be achieved and when results are to be accomplished, but they do not state “how' the results are to be achieved”(J. B. Quinn, 1980). The marketing objectives must usually be based, above all, on the organization’s financial objectives; converting these financial measurements into the related marketing measurements. In one word, the marketing objective is based on the satisfaction of customers. The marketing objective of Melbourne Aquarium is as followings: #p#分頁標題#e#

(1) The direct purpose of Melbourne Aquarium‘s marketing plan is attracting more visitors. A business is said to be making an accounting profit if its revenues exceed the accounting cost of the firm. So Melbourne Aquarium should spend less but attract more visitors. This is the direct purpose of the marketing plan.

(2)Improving enterprise image by Melbourne Aquarium‘s excellent service and undertaking certain social obligations. The objective is not only to attract more visitors but also should grasp the opportunity to improve the enterprise image of Melbourne Aquarium. Melbourne Aquarium will be known by more people.

(3)Developing extra business to increase the revenue

Developing extra business will increase its revenue by 5% compared with before. For example, Antarctic launch will be a new program of Melbourne Aquarium. At the same time, Melbourne Aquarium could provide some toys of Penguins for children. It will be extra revenue of Melbourne Aquarium.

(4) To emphasis the characteristics of Melbourne Aquarium and make a brand effect by advertisement. For example, Melbourne Aquarium rebred and changes from an “Aquarium with animals” to a “number of fun discovery experiences”. And it is a success of Melbourne Aquarium.

6. Marketing strategies

(1) Product strategy

Most young people will complain that there is little variety of animals in Melbourne Aquarium and the journey is usually too short. This problem is usually common for some aquarium. Faced with this question, Melbourne Aquarium has an “Antarctic launch”.It is a new and important project for Melbourne Aquarium and people in Melbourne Aquarium have a high expectation on it. It is a good opportunity for Melbourne Aquarium to stand out from others aquariums. The target consumers are little children and young people aged 18-25. They are usually crazy about novelties. So the Antarctic launch will be attractive to most of young people. There are also some young couples to come to Melbourne Aquarium to have a romantic experience. So besides visiting lovely King and Gentoo Penguins, Melbourne Aquarium could launch other programs. For example, during some festival, Melbourne Aquarium could provide beautiful roses for the couple visitors of Melbourne Aquarium and gave free little Penguin toys to the young single visitors with “Melbourne Aquarium “, the two words on the toys. It will be an impressive experience for most of young people and naturally the toys will be an advertisement for Melbourne Aquarium in the future. This strategy could be carried out immediately and little gift will be effective in the future. This strategy could continue for one or two years. Besides that, Melbourne Aquarium could launch other programs. For example, allowing visitors dived to the underneath water to experience the funny world of underneath water. It will be exciting news for most of young friends.Evaluating the response of your Internet marketing can be done in a number of different ways. A far better way to create an email distribution list for your email marketing campaign is to ask current customers as well as interested potential customers to register with your website to receive additional information and periodic updates about your products and services as well as other information which might be of interest to them.#p#分頁標題#e#

(2)Promotion strategy

The promotion strategy is usually carried out by the advertisement and the direct purpose is to improve the promotion of product or service. An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication. The critical part of making an advertising campaign is determining a champion theme as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities. For Melbourne, the campaign theme should be “Stars of Antarctica (Penguins)”.It should be a brand for Melbourne Aquarium. It should be the campaign theme in the advertising campaign. Penguins will be a new animal for Melbourne and all the visitors. The campaign is the most critical part in the promotion strategy. A good theme will be the brand of an enterprise and easily be remembered by the visitors. School Holiday Blockbuster Strategy of Melbourne Aquarium implemented in 2003. It is especially for the young students. So during the holidays, Melbourne Aquarium should emphasis the theme” Stars of Antarctica (Penguins)” and become a brand of Melbourne Aquarium. Advertisement is one of the most elements of promotion strategy. Besides the TV and print, internet is another media that can be used in carrying out Melbourne Aquarium’s promotion strategy

With the development of information technology, it is more widely used for most of people, especially for some young people. Since the target consumer of Melbourne Aquarium is young people who aged from18-25, the promotion strategy should focus on their interest and special needs. We can see from the research Melbourne Aquarium has paid more attention on the advertisement of TV: 46% TV, 25% Print media (advertising and PR articles), 15% Tourism advertising, 7% Outdoor (includes Tram), 5% Word of Mouth. But besides that, Melbourne Aquarium should pay more attention to the important role of Internet. On the internet, resources of different aquariums can be shared and known by most people from all over the world. Internet marketing is an innovation of traditional marketing method (Schultz, Don E.; Philip J. Kitchen, 2000). It can not only reduce the cost of advertisement but can provide the customers with more choices.It can also reduce the obstacles of its expansion to the world market. Besides that, the ticket of Melbourne Aquarium can also be sold in internet. It brought a lot of conveniences to the consumers and Melbourne Aquarium itself. The target consumer is little children and young people who are aged from18-25. So the promotion method will be welcomed by them. It can be carried out in the following years. And the best advantage of internet promotion is low cost and fast speed and efficiency. So Internet promotion can not be neglected in the promotion strategy.#p#分頁標題#e#

(3)Price strategy

During the holidays and festivals, there should a discount of ticket for the students and young people who enjoy their holidays to Melbourne Aquarium. Holidays and festivals are busy time for Melbourne Aquarium. It certainly will attract a lot of students to come to Melbourne Aquarium. Melbourne Aquarium should release some cards of membership to the visitors who come to Melbourne Aquarium the first time. And then the visitors could enjoy the discount of ticket the next time. For the young people, including the students, there are some holidays in one year. The discount card will attract them to come again the next time. For some young people, they are always crazy about adventures. So Melbourne Aquarium could add some funny programs for example, allowing the visitors to have an intimate contact ion with the animals. Also the aquarium could add some new programs to allow the visitors to dive to the underneath of water to have a special experience. This extra program can charge different levels of ticket price to the visitors. The funny programs will attract a lot of visitors and add the revenue of Melbourne Aquarium. This program needs more advanced facilities for the visitors. So it is expected to be carried out in the next year.

7. Marketing evaluation

Marketing Evaluation is an essential component of the marketing plan. The function of marketing plan includes monitoring the progress, measuring the efficiency, and determining the effectiveness of the initiative. Evaluation allows us to answer the following questions: Have we met marketing goals and, if so, how efficiently have we done it? The evaluation process provides checks and balances to the initiative, helping to ensure that deadlines are met, budgets are adhered to, and the project otherwise stays on track(Richard K. Thomas,2007,p1 ). The evaluation and feedback phase of the marketing process assesses the effects of the project as a whole as well as the individual elements of the campaign.

There are also some problems in carrying out the marketing plan of Melbourne Aquarium. In add some interesting program, for example, allowing visitors dived to the underneath water to experience the funny world of underneath water, It not only needs investment of money, but also trained the visitors. It all needs the investment of money. In carrying out other business at the same time, as large commercial projects, the main considering factor is how to attract consumers to consume in located place. But the consumers can also purchase the goods in their own areas. In this condition, the project value will be greatly reduced. So the goods sold in the aquarium should be characteristic and unique. In carrying out internet marketing, Sure it is a good idea to start an Internet marketing campaign if members of your target audience are likely to use the Internet to research or purchase the products you sell or the services you offer but these marketing efforts may turn out to be a complete waste of time if you are not diligent about evaluating the response to your Internet marketing. By not appealing to potential customers via email, your business may lose a great deal of business to competitors who are using email marketing campaigns to reach customers around the world. Evaluating the response of your Internet marketing can be done in a number of different ways. A far better way to create an email distribution list for your email marketing campaign is to ask current customers as well as interested potential customers to register with your website to receive additional information and periodic updates about your products and services as well as other information which might be of interest to them.#p#分頁標題#e#

8. Conclusion

With fierce competition of aquarium market, Melbourne Aquarium faced challenges from outside environment and the competitors. For example, Melbourne Zoo, Melbourne Museum, they are both tourist attractions which compete and share visitors with Melbourne Aquarium. The young people who are 18-25 ages are the target consumers of Melbourne Aquarium. Sometimes, it is also the target consumers of Melbourne Zoo or museum. In this situation, it is inevitable to carry out a careful marketing plan for Melbourne Aquarium. In carrying out the marketing plan, there will be many problems which will be the obstacles of marketing plan. Facilities are needed to carry out plan. Capital investment is also needed in the marketing plan. In this situation, Melbourne Aquarium should make a reasonable budge to meet the smooth execution of marketing plan. The final stage of any marketing planning process is to establish targets (or standards) so that progress can be monitored. Accordingly, it is important to put both quantities and timescales into the marketing objectives (for example, to capture 20 percent by value of the market within two years) and into the corresponding strategies. Young people who are 18-25 ages are the target consumer of Melbourne Aquarium. So everything have done should meet the needs of them. Besides that, Melbourne Aquarium should emphasis the character of them and avoids the same and similarity with other aquarium. For example, launched new programs are a shining point of Melbourne Aquarium. We believe that after carrying out a careful market plan, Melbourne Aquarium will attract more visitors to come there have fun.None of business can attract all the consumers, so what we need to do is to meet the needs of targeted consumers. The target consumers are the consumer segmentation which the particular service is marketed to. So in carrying out the market plan, other competitors of Melbourne Museum will share the targeted little children and young people. Little children and young people of 18-25 ages have special features of that age. So for them, the attractions near Melbourne Museum still could attract them. In this situation, a lot of targeted visitors will be lost if Melbourne Museum takes no actions.

Reference:

[1] Schultz, Don E.; Philip J. Kitchen, (2000). Communicating Globally. The Free Press.

[2] Kotler, Philip.Kevin Lane Keller, (2006). Marketing Management, 12th ed.

[3] Morrison (2002).Market Segment Theory. Harvard: Harvard University Press.

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