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6/06/2016
1
Australia Zoo
Jenny Chan
Tutor: Hannah Rowe
Media Brief
Target Audience Analysis
Autobiography
A day in the life
Pictography
Market and Product Analysis
Insight
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The product for Australia Zoo is launching September School Holidays 2015.
Australia Zoo has the range to made several changes includes:
New entertainment show for the family
New animals coming to Australia Zoo
New place in the Australia Zoo such as Bindi Island
Australia Zoo media Budget is $200,000
Australia Zoo
Australia Zoo location is at Beerwah on Sunshine Coast and owned by Irwin Family
The Australia Zoo campaign start from 13th September to 3rd October 2015.
Australia Zoo
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The target audience is the group of people that would like go to Australia Zoo in the September 2015 School Holidays to spend time with children.
Families with Pre-teens School-Aged children and the decision making would be the mum want to spend time with their family.
According to Hunter-Jones and Hayward, the main factor for zoo visitor and the influence to mum with pre-teens school-aged children from friends and family members (Corazon Catibog-Sinha).
Target Audience Analysis
The type of demographic for the TA of families with pre-teens school-aged children include:
Parents with children 6-8 years (28.7%)
Married/De Facto (58.8%)
Employed Full-Time (43%)
Sometime Grocery Buyer (30.1%)
Source: Roy Morgan Single Source Data, 2015
Demographics
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The target audience is the families with Pre-teens School-Aged children is who are living in Queensland (v%100). The geographic graph show the percentage of families with pre-teens school-aged children living in the capital cities area and country areas.
Roy Morgan Single Source Data, 2015
Target Audience Geographic
47% 53%
Queensland
Capital Cities
Country Areas
The psychographics toward the TA is their lifestyles and attitudes includes:
Busy life
Watch TV
Difficult to switch off work
Not enough hours in the day
Responsibility in the job
Source: Roy Morgan Single Source Data, 2015
Psychographics
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What Media do they use?
Source: Roy Morgan Single Source Data, 2015
71.00% 78.80% 75.00%
88.10%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Internet in Last 7 Days Commercial TV on anormal weekday
Radio in Last 7 Days Pay TV in Last 7 Days
The media they use are internet, TV and listen on the radio.
Media Consumption
22.00%
23.00%
24.00%
25.00%
26.00%
27.00%
28.00%
29.00%
30.00%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Internet in Last 7 Days Commercial TV on anormal weekday
Radio in Last 7 Days Pay TV in Last 7 Days
MediaConsumption
Media Typology
Source: Roy Morgan Single Source Data, 2015
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My name is Nancy. I am 30 years old, I have 2 kids and I have been married to my partner for 5 years. I have a busy life to looking after my family and working as full-time employed. I like to watch TV when I have free time to relax. I am always
looking a ways to save time to my spend time with the family which it is important to me. I try to spend with my family as I can but instead I'm always busy with work even though that I
have responsibility in my job.
Autobiography
Day in the life Week Day
6am
7am
9am
12pm
2pm
4pm
6pm
8am
9pm
11pm Wake up/ make breakfast
Taking the children to school
Work/ read email/ surfing the web and talking on the phone
Lunch with friends
Work
Sleep
Dinner
Putting the children to bed
Shower/ watching TV
Finish work
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Day in the life Weekend
7am
10am
12pm
2pm
6pm
7pm
9pm
10pm Wake up/ make breakfast
Lunch with the family
House work
Grocery shopping
Dinner
Shower/ Sleep
Putting children to bed
Watch TV
Pictography
Family
Spending time with the family
Full-time employed
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Australia Zoo is represented the tourism market in Queensland (Australia Zoo, 2015) and made the popular tourist attractions in the market (O’Sullivan, 2009).
With 4% in 2013 is to improve the performance on the tourist attraction. This tourist attraction can be reflect on the improvement in Australia’s tourism industry overall (Euromonitor, 2015). Australia Zoo is setting to continue to set to the next level of animals conservation and education (Hodgskin, n.d).
Market Analysis
SWOT Analysis
Strengths • Australia Zoo is well know as an
Australia brand • New animals coming to Australia
Zoo • Money to animal conservation
(Australia Zoo, 2015)
Weaknesses • Less attractions in Sunshine Coast • Far destination • Low media budget compared to
the competitors (AQX data)
Opportunities • Australia Zoo can be for the whole
family and younger children • Education about the animals
Threats • People not interest • Certain on the target audience • Competitors have larger media
budgets (AQX data)
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Political • Getting animals with their
restrictions • Government invest more on tourism
market
Social • Animal rights
Economic • Consumers confident about their
budget • Company investor • Global economic crisis (Wortman,
2011)
Technology • Family Annual Pass • Annual Pass Loyalty Reward
Programs (Australia Zoo, 2015)
Pest Analysis
Australia Zoo is a leisure and entertainment category and awards for Major Tourist Attractions for
Queensland Tourism in 2012 even though Australia Zoo have the biggest competitors in the market. The
competitors have spend large media budget and which put Australia Zoo at an disadvantage.
What to know about Australia Zoo
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The price for Australia Zoo is less than the competitors which their competitors price is higher. Australia Zoo –
It’s a WILD as LIFE gets! Australia Zoo is a conservationists work to deliver an animal experience.
With Australia Zoo is the ultimate wildlife adventure delivery conversation through education (Australia Zoo,
n.d).
Product analysis
Dreamworld:
Dreamworld is owned by Ardent Leisure Group (IMETT,2012). Dreamworld has the animal wildlife and tiger and which it is to bring the happiness to the family (Ardent Leisure Group,2015).
Movie World:
Movie World is owned by Village Roadshow Limited (IMETT, 2012). Movie World has the entertainment show to bring family together especially with their favourite stars and heroes (Village Roadshow Ltd, n.d).
Who are the Competitors
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Warner Village Theme Park Group total $2,919/month
Warner Bros Theme Park total 1,608/month
Ardent Leisure Ltd total $1,241/month
Australia Zoo total 1,170/month
The top three competitors has the highest market share and media spend.
Source: AQX, 2014
What are they spending on the advertising?
What media did they use?
61% 17%
1%
21%
Warner Bros Movie World Park
Metropolitan Television
Regional Television
Metropolitan Press
Regional Press
Magazines
Metropolitan Radio
Cinema
Out of Home
30%
4%
3% 4%
15%
15%
29%
Dreamworld Amusement Park
Metropolitan Television
Regional Television
Metropolitan Press
Regional Press
Magazines
Metropolitan Radio
Cinema
Out of Home
Source AQX, 2014
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When are they advertising?
0%
500%
1000%
1500%
2000%
2500%
3000%
3500%
4000%
BTQ7
7TWO Bri
7mate Bri
QTQ9
GO! Bri
Gem Bri
TVQ10
ONE Bri
ELEVEN Brisbane
SBS1 Bri
SBS2 Bri
Source: eTAM Analyzer, n.d
The graph shows the TV station from July 2014 to July 15. The percentage of each station share of the TV media.
Market analysis
The Australia Zoo is represented in the tourism market in Queensland.
The competitors have spend on larger media budget which Australia Zoo has the disadvantages.
Product analysis
Metropolitan television is the most spend on media by the competitors.
Warner Bros Movie World Park spend regularly on the media throughout the year, with Movie World they will start spending on the media during the special events include Carnivale, Fright nights and White Christmas.
Summary of Market analysis and product analysis
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The Australia Zoo insight is to bring the family together and to have a special memories time
together with a family.
Insights
Ardent Leisure Group. (2015). Dreamworld. Retrieved from
http://www.ardentleisure.com.au/Leisure-Portfolio/Theme-Parks.aspx
Australia Zoo. (2015). Annual Pass. Retrieved from http://www.australiazoo.com.au/visit-us/annual-pass/
Australia Zoo. (2015). Conservation. Retrieved from http://www.australiazoo.com.au/conservation/
Australia Zoo. (2015). Marketing. Retrieved from
https://www.australiazoo.com.au/about-us/zoo-crew/?department=9
Australia Zoo. (2015). 2012 & 2013. Retrieved from https://www.australiazoo.com.au/about-us/awards/
Australia Zoo. (n.d). In Facebook [page]. Retrieved from https://www.facebook.com/AustraliaZoo/info?tab=page_info
Catibog-Sinha, C. (2008). Zoo Tourism: Biodiversity Conservation Through Tourism. Retrieved from http://www.tandfonline.com.ezp01.library.qut.edu.au/doi/pdf/10.1080/14724040802140527
Euromonitor. (2015). Tourist attractions in Australia. Retrieved from
http://www.euromonitor.com/tourist-attractions-in-australia/report
Hodgskin, N. (n.d). Corporate Sponsorship. Retrieved from http://www.crocodilehunter.com.au/australia_zoo/corporatesponsorship/index.html
IMETT Group Ltd. (2012). IMETT Group SEQ Theme Parks Industry Report: Queensland Theme Park Industry. Retrieved from http://www.imett.com.au/PDF/Documents/IMETT%20SEQ%20Theme%20Park%20Report%202012.pdf
O’Sullivan, K. (2009). Australia Zoo named the nation’s best tourist attraction. Retrieved from
http://www.traveller.com.au/australia-zoo-named-the-nations-best-tourist-attraction-8jxo
Village Roadshow Ltd. (n.d). Theme Parks. Retrieved from
http://www.villageroadshow.com.au/Village-Roadshow-Limited---Company-Profile/Theme- Parks.htm
Wortman, B. (2011). Australia Zoo Says it will fight on despite tough times. Retrieved from
http://www.sunshinecoastdaily.com.au/news/zoo-in-crisis-ex-workers-critical-zoos-australia/774743/