MARK333- MARCOMS Part A.docx - MARK333 Marketing Communications Report PART A JAMBEROO ACTION PARK Autumn Session 2018 Completed By 1 1 Target Audience

MARK333- MARCOMS Part A.docx - MARK333 Marketing...

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MARK333 Marketing Communications Report: PART A JAMBEROO ACTION PARK Autumn Session 2018 Completed By: 1
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1. Target Audience Analysing the Rossiter & Percy grid, Jamberoo falls under the high involvement, transformational quadrant. This is due to Jamberoo being an activity that contains perceived risk. Firstly, It can be costly, especially for families or large groups where total costs for a visit to the action park can be hundreds of dollars. Due to the financial burden involved, a visit to Jamberoo requires consideration, especially when alternative activities such as a visit to the beach are free. Furthermore, for many, there are also safety concerns which vary considerably based on the age, physical state and competence of each patron. Secondly, it falls under the transformational section of the grid due to a visit to the action park resulting in a positive ending, that is sensory gratification and social approval. (Rossiter, Percy, Bergkvist, 2018). a. Favourable Brand Switchers After conducting research into who is an appropriate target audience, it has been found that to achieve the marketing objective of a 10% increase in sales, Jamberoo action park needs to target favourable brand switchers. Demonstrated in the IDU table found below, responses from the survey demonstrated Jamberoo was the preferred brand between Jamberoo, Wet N Wild, Luna Park and the Easter Show when assessed on key benefits in the category need. Therefore, to increase sales by 10%, Jamberoo need to analyse opportunities in the market. Targeting favourable brand switchers, would enable Jamberoo to place an emphasis on engaging people who are seeking entertainment for a day out, however, are not loyal to Jamberoo, and would also consider visiting their competitors. b. Suggested Target Method Enticing customers who have been visiting alternative theme parks, can be challenging. Results from the primary research conducted, showed accessibility to be an issue for Jamberoo, that is, customers find challenges associated with travelling to and from the venue. This downfall presents a window of opportunity for Jamberoo to differentiate themselves from their competitors and if tackled correctly, could mean a drastic increase in sales, even exceeding the target of 10%. One suggested method could be offering free return shuttle bus services to and from Wollongong, or similarly, Sydney. For many, this would remove the hassle of having to drive for 2
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