Australia Zoo. Matteah Ackers-Porter

Transcription

1 Australia Zoo Matteah Ackers-Porter

2 Summary of Media Research Document Introduction Target Market Analysis Market Analysis Product Analysis 1. Summary of Brief 2. Entertainment and Leisure 1. Demographic and Psychographic Profile 2. Media Imperatives 3. Autobiography 4. A Day in the Life 5. Pictography 1. What is Australia Zoo 2. What is available 3. SWOT Analysis 1. PEST Analysis 2. Competitors Insight

3 Summary of Brief - Introduction Issue: During school holidays, Entertainment and Leisure is competitive time, ranging from price point, e.g. larger theme parks have discounted annual passes, and proximity, e.g. multiple experiences in one Communication: Awareness of the available programs. September school holiday theme Initial ideas have been: 1. Khan our mascot has disappeared. 2. Cheeky lemurs have escaped Bindi s island Media: Maximise cost efficient reach and frequency in the week leading up to and during the school holidays Online activity to drive traffic to purchase online Business: Drive sales Consumer Benefit: A day at Australia Zoo is a day that the whole family can enjoy together. Buying Demographic: Grocery Buyers with Kids Young Families children in primary school or younger Timing: September School Holiday Period Sun Sunday Budget: $ Markets: SEQ Sunshine Coast Brisbane Gold Coast

4 Entertainment and Leisure - Introduction High involvement people take time decide whether or not to go to Amusement Parks Cost involved with ticketing Cost involved with driving there and back Cost involved with food and beverage pricing Seasonal Activity therefore seasonal advertising Targeted around school holidays to attract target audience Directed at Families

5 Demographic and Psychographic Profile TA Analysis Demographic Families with small children Both have full time jobs, outside of being a parent Aged Relatively high income Live in suburban areas, in the SEQ area Psychographic Juggle work and home life Like spending time together as a family People that enjoy nature/native fauna and flora Unsure of future, like to have positive lasting memories

6 Weekday Media Imperatives - TA Analysis Weekday Media Use 70.00% Percentage of people using media Internet after dinner (14) TV after dinner (13) No media dinner time (12) TV dinner (11) Radio afternoon (10) No media afternoon (9) Internet (8) Magazine (7) No media lunch time (6) Cinema (5) No media mid-morning (4) Radio breakfast (3) No media breakfast (2) Watch TV (1) % 50.00% 40.00% 30.00% 20.00% 10.00% 26.30% 23.00% 22.20% 40.10% 3.50% 41.60% 5.40% 32.60% 26.20% 20.20% 47.40% 31.40% 57.20% 33.80% % Heavy Medium Light Cinema Internet TV Radio Magazine

7 Weekend Media Imperatives TA Analysis Weekend Media Use Percentage of People Using Media Watch TV (10) % Use the internet (9) % 57.60% Go to the cinema (8) Use the internet (7) % No media lunch (6) Use the internet (5) No media mid-morning (4) Use the internet (3) % 30.00% 20.00% 26.00% 25.90% 19.60% 30.50% 23.60% 37.00% 22.40% 32.10% Watch TV (2) % 5.10% No media Breakfast (1) % Heavy Medium Light Cinema Internet TV Radio Magazine

8 Autobiography My name is Maggie Mason, I am 35 years old and I am happily in a De Facto relationship with two beautiful children, Matt 7 and Denny 10, and I have very proud of my family. I have a degree in accounting from UQ and am currently paying off the home mortgage. My partner and I both work full time earning an income of $88000, however, I am the main decision maker. I have a very busy schedule during the week and prefer to have free time with my family on the weekends, meaning I am more bias towards family activities where everything is organised for you. I like to have responsibility in my job, however balancing family and work can be difficult at some times. Because we live in such a extraordinary country I prefer to take holidays within Australia and see nature. I want to enjoy things now because I don t know what the future holds, so I weigh quality of the family activity against the cost of it. When I am driving or catching public transport I can t help but notice the billboard signs, or any advertisements in or on the bus. However, nearly all T.V. and shopping centre advertisements annoy me or don t interest me.

9 A Day in the Life - Weekday 9PM: Read a book or magazine 8PM: Put child to bed, Exercise 10PM: Bed 7AM: Wake Up 8AM: Drop kids off at school 8.30AM: Catch bus to work, read magazine 7PM: Put child to bed 9AM: Work, check internet 6PM: Sit down and eat dinner as a family while watching T.V. Noon: Have lunch at the office 5PM: Chores/Cleaning/ Cooking 4PM: Help kids with homework 3.30PM: Pick up kids from school listen to radio 2.30PM: Catch bus to car 1PM: Work

10 A Day in the Life - Weekend 9PM: Put other child to bed, do exercise 11PM: Bed 10PM: Read book 8AM: Get woken up by the kids 8.30AM: Make breakfast, watch T.V/check online 9AM: Help the kids with any school work/complete any unfinished work 8PM: Go on the internet, put child to bed 5.30PM: Make dinner/go out and see a movie 4.30PM: Play with the kids/spend time with my partner 3.30PM: Have me time, complete any tasks that need to be completed 2PM: Grocery shopping 10AM: Do small family activity 12PM: Have lunch as family 1PM: Complete house chores

11 Pictography Spending time with family/ being helpful Family Relaxing/Reading Exercise Work

12 Summary TA Analysis Young families, live in suburban areas and have a relatively high disposable income The target market are family-orientated and both parents work. They are unsure of the future and therefore like to create lasting memories of their time together. Fauna and Floral are something that they find interesting The Parents live very busy lives and find a balance between work and home like They are heavy users of cinema, medium users of the internet and light users radio, T.V. and magazine

13 What is Australia Zoo - Product Analysis MONEY SPENT ON EACH PLATFORM 000 (2013) Grand Total Regional Television Regional Press Metropolitan Radio Out of Home Metropolitan Television Metropolitan Press Magazines Cinema Australia Zoo international icon Largely based around Australian animals Heavy investment in animal conservation and animal rights Preservation of wildlife Strong family values Educational Australian wildlife, how to act and treat them, interesting facts 116 1,

14 What is available - Product Analysis

15 SWOT Analysis Product Analysis Strengths Animals Irwin Brand Australian Brand Money towards animal conservation Few tourist attractions on Sunshine Coast Weaknesses Travel distance Sunshine Coast Competitors have different appeals Dodgy business deals Seaworld link with Bindi Opportunities Better/Safer for whole family/small children Educational Australian animals Threats Boring for some people Small market Limited new experiences No deals with other theme parks

16 SWOT Analysis Continued Product Analysis Australia Zoo showcases Australian animals and works on educating people about the animals housed there Steve Irwin is a Global icon for protection and safety of animals. Therefore a lot of money is spent on the welfare and conservation of animals Further away than competitors, Australia Zoo is a high involvement decision and not an impulse decision A place where the whole family can participate without having a person take care of the groups belongings. It is small for safe children, limited restrictions placed on what can participate, e.g. no height restrictions Not something that frequently changes and therefore has limited new experiences No other deals with close by amusement parks, less of an incentive to by an annual pass

17 Summary Product Analysis Australia Zoo is centred around family and protection/conservation of animals They celebrate Australian wildlife and work towards preserving the environment and ecosystem that exists here Allows consumers to get up close and personal with these animals in a safe and controlled environment Educational, they talk in depth about the animals, particularly the life and importance Strengths: based on a international icon, Aussie brand Weaknesses: Travel distance, competitors have different appeals Opportunities: Safe for whole family, especially small children, educational Threats: Limited new experiences, small market

18 PEST Analysis Market Analysis Political Restrictions around animals available Investment that government spends on tourism Economic Government investment Consumer confidence Social Animal rights Animal conservations Cultural shift away from outdoor activities Social Media - WOM Technology Technology available across amusement parks Shift from outdoors

19 PEST Analysis Continued Product Analysis Governments have a big investment into the tourism of Queensland, therefore money is put towards entertainment and leisure in order attract people. Deals are traditionally made with more well known companies, e.g. dreamworld, movieworld etc. Consumer confidence tends to drop when economic hardships hit, meaning people are less willing to spend copious amounts of money on entertainment and leisure Animal rights and conservation are becoming a largely popular part of the decision making, people are starting to avoid animal based attractions because of this Massive shift in technology means an increased communication between consumers via social media, however, negative WOM is more likely to be posted about that positive Cultural shift from outdoors to indoors because of the advancements of technology. Children what to play an app instead of play in the back yard. People now more than ever are constantly looking for new stimulus to engage with, within a small amount of time, e.g. people playing games on their phone whilst watching T.V.

20 Competitors - Market Analysis Thrill Family Friend Calm

21 Seaworld Market Analysis MONEY SPENT ON EACH PLATFORM 000 (2013) Owner is Warner Village Theme Park Group. Therefore it has deals with Warner Brothers Movie World and Wet n Wild Annual passes cost $99.99 and general admission costs $79.00 This amusement park is directed at families, again it has a height and age limits so small children won t get to participate in many activities and that means a parent or guardian will be excluded as well Grand Total Metropolitan Television Regional Television Metropolitan Press Regional Press Magazines Metropolitan Radio Cinema Out of Home

22 WB Movie World Market Analysis MONEY SPENT ON EACH PLATFORM 000 (2013) Owner is Warner Village Theme Park Group. Therefore it has deals with Warner Brothers Movie World and Wet n Wild Obviously themed using products owned by Warner Brother Ltd., it is directed at families with pre-teen children, however, there will be a lot of teenagers going as well. Height and age restrictions stop smaller children from using the rides No free storage space for belongings so one person, generally a parent, will not be able to participate on the ride Annual passes cost $99.99 and general admission costs $79.00 Grand Total Metropolitan Television Regional Television Metropolitan Press Regional Press Magazines Metropolitan Radio Cinema Out of Home

23 Dreamworld Market Analysis MONEY SPENT ON EACH PLATFORM 000 (2013) Grand Total Metropolitan Television Regional Television Ardent Leisure Ltd is the parent company, which means it can pair with Whitewater World to provide a bigger experience and product offer within a time period Many rides, directed at both children and parents, but there is a height and age limit so it isn t inclusive of young families Metropolitan Press Regional Press Magazines Metropolitan Radio Cinema Out of Home For these reason the target audience is more around friendship groups in their teens/early twenties different deals, ranging from entry, e.g. skip the queue and annual passes, to experience e.g. wildlife experiences Pricing from $7.50 $

24 Underwater World Market Analysis MONEY SPENT ON EACH PLATFORM 000 (2013) Grand Total Metropolitan Television Regional Television Parent company is Merlin Entertainment Group Directed at families with small children there are a lot of activities involving marine life that doesn t have restrictions on Products on offer are single admission, annual pass, Merlin annual pass and weekday specials. The latter three providing rewards for an extra initial price Like Australia Zoo, Underwater World is located on the Sunshine Coast and takes a far amount of travel to reach Metropolitan Press Regional Press Magazines Metropolitan Radio Cinema Out of Home

25 Summary Market Analysis Political: Restrictions around animals, government tourist investment Economic: Government Investment, consumer confidence Social: Animal rights, animal conservation, Social Media, Cultural shift from outdoors Technology: Shift from outdoors, technology available across amusement park Seaworld: Partnerships with other amusement parks, annual pass and general admission, directed pre-teen families Warner Brother Movie World: Partnerships with other amusement parks, annual pass and general admission, directed at pre-teen families Dreamworld: Partnership with other amusement parts, extensive range of available products, e.g. annual pass, general admission, experience passes, queue passes etc, directed at families Underwater world: General admission, annual pass, Merlin annual pass, weekday specials, located at the Sunshine Coast, directed at young families Top 10 Competitors: Sea World Warner Brothers Movie World Dreamworld Underwater World Whitewater World Lone Pine Koala Sanctuary Wet n Wild Currumbin Wildlife Sanctuary

26 Insight Parents want a fun and educational activity that the whole family can participate in, in order to create positive lasting memories

27 Reference List Images sourced from Google images AQX,. (2015). AQX Competitive Market (p. 1). AQX. Australiazoo.com.au,. (2015). Australia Zoo - Home of the Crocodile Hunter - â œconservation through Exciting Educationâ. Retrieved 28 August 2015, from Dreamworld.com.au,. (2015). Dreamworld Gold Coast Theme Park Australia. Retrieved 28 August 2015, from Roy Morgan Data,. (2014). Australia Zoo Brief (pp. 1-10). Roy Morgan Daa. Seaworld.com.au,. (2015). Sea World Gold Coast in Queensland, Australia. Retrieved 28 August 2015, from Social Media and Consumer Choice. (2015). International Journal Of Market Research, 56(1), Underwaterworld.com.au,. (2015). Underwater World SEA LIFE Aquarium Official Site Mooloolaba, Sunshine Coast, QLD. Retrieved 28 August 2015, from