P1 Twycross Zoo PDF

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Twycross Zoo Marketing Techniques

Dilprit Sidhu

Objectives of Twycross Zoo: one of the main objectives for Twycross Zoo is to give sanctuary to animals. Twycross zoo bring animals from other zoos to live and be protected for the rest of their life without being in danger. They do this to give to make sure the animals get a healthy life not an endangered life. They also breed animals at Twycross zoo because any of the primate are usually endangered species so Twycorss zoo often have babies and toddler to let them free in the zoo and let them play in their different species groups. Another aim and objective for Twycorss zoo is to generate income. They generate income by advertising their zoo on social media and on TV adverts to persuade customers to visit the zoo. Currently they have an advert of some kids showing different pictures of the different animal s at the zoo with a little jingle tune or song to encourage customers to visit the zoo to persuade them to come back again. They also have different zoo themes at the zoo such as Halloween, Christmas and Easter.

Market penetration: they offer an annual pass which is usually available to buy from the website or from the zoo directly. An adult membership costs £60.00 and a child membership £45.00. They offer annual passes because they want to increase the amount of customers that come to twycorss zoo because it is cheaper for customers to buy an annual pass rather than buying a ticket when they go each time. This is a good strategy because regular customers which visit twycorss zoo will buy this pass for several different reasons. Also they do strong marketing through local press and TV adverts. They do TV adverts to make people aware of twycross zoo and get people to know a little bit more about it. They do good TV adverts to make the customer think to visit the zoo and see all of the different wild and endangered animals living at twycross zoo. Twycorss zoo have changed their branding slightly because it first used to be a sign saying twycross zoo with a tail coming off the letter o to make it attracting. But they found out this logo wasn’t appealing to some of the young children so the zoo decided to change it too TZ twycross zoo with white text and a blue background. They did this attract young children because bright colours attract young children. Also on their adverts they currently have young children advertising their zoo with the different animals in little picture frames and wit a little jingle. They did this t attract the customers to twycorss zoo. To help the with their market penetration they do special events to attract customers to come and visit the zoo and have a look what is happening. They did a Hindu blessing on an elephant.

Product Development: twycross zoo strongly advertise in the local press and TV. They do this to encourage existing products to return. If they advertise their zoo as much as they can they will attract a larger target market and more customers. They also have a Himalayan centre where they promote and sell their products with their brand on their items to make the customers remember twyorss zoo and encourage them to revisit back to the zoo. In the Himalayan centre they sell different items such as gifts and toys they also have shops inside and catering facilities.

Market Development: the zoo have researched and found out that the age group between 12-20 tend not to visit twyocrss zoo for different reasons because they might find it busy to visit it the zoo or it might not be the thing for them. They have tried to attract this age group through different

Twycross Zoo Marketing Techniques

Dilprit Sidhu

ways. Firstly they have started to use social media to advertise their zoo because more of this age group have started to use social media to socialise with their friends. If a person from this age group sees an advert form twycross zoo on their social media page they might visit the zoo and have a look at the different animals. They have also started to advertise their share comments and have started to take surveys from customers who visit the zoo on how they found the zoo and what could be improved.

Diversification: They also have a conference centre in the Himalayan centre where people can get married at twycross zoo and they host special events at the Himalayan centre to encourage customers to come to twycross zoo. Finally they have a dinosaur valley to attract customers to visit the zoo and come to the dinosaur valley.

What do twycross zoo do to survive:

They upgrade their facilities to keep customers coming into the zoo. For example they always try and keep the zoo clean and not dirty because if it’s dirty the customers wouldn’t want to come to the zoo. They also upgrade their shops by adding more different items and changing the prices of their items to an affordable price for the customers. Another thing twycross zoo do to survive is that they try and keep a wide range of animals in the zoo so they can look after them and if they have a wide range of animals the customers will have a wider range of choice which animals to look at and won’t get bored of seeing the same animals over again. Also they are a world primate centre. And finally they rely on donations and they rely on the new customers coming in and the regular customers who visit the zoo.

What is distinctive about the twycross brand?

What is distinctive about twycross zoo brand is that they have changed the design of their logo slightly because it first use to say twycorss zoo with a tail coming of the last o with a boring colour font and background. They found out that this didn’t attract the younger target audience because it didn’t appeal to them because it was boring colours. They now changed it to a blue background with a white text font which attracted the younger target market because bright colours attract smaller age groups. Also they have an advertisement with little children showing different images I photo frames of the different animals with a little jingle at the background to attract children and make it more memorable.

How/where have twycross used their branding?

Twycross zoo have used their branding on different items they sell and they have used it on their adverting products. Firstly they use their branding on TV adverts because it will let customers and the target audience know what the company is and what they do and what they sell to their

Twycross Zoo Marketing Techniques

Dilprit Sidhu

customers. They also use their branding on their merchandise because they want it to look good quality and they want the customers to remember where they have brought the product from as a gift and they do this for a way for the customer to remember its twycross zoo. They also have used their branding on their signs that they have around the park for the customers to know what zoo it is they are entering and what kind of animals specifically twycorss zoo has. They also have used their branding on their animal signs. They have finally used it on their website and social media so customers can easily remember what their logo looks like and to promote their zoo.

How do twycross zoo attract new customers?

They attract new customers in different sorts of ways. Firstly they attract customers by offering them an annual pass where they can go to the zoo unlimited times and whenever they want to for the year at a certain price. This attracts customers because they can visit the zoo when they want when its open and some people might not able to go for some other reasons so this is a good way to attract new customers. Another way they attract new customers is that they take surveys from the old regular customers on what they think is good about the zoo and what needs improving. They do this so they can improve it for the new customers which will help attract them. Finally they attract new customers by building and upgrading their facilities for their customers and buy getting new animals into the zoo and using them for breeding programs. This helps attract customers because it makes it look clean which customer would like as a priority and they would like to see new animals coming into the zoo regularly instead of seeing the same animal over and over again....