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For this assignment I will be focusing and investigating the marketing of a new themed ride for Thorpe Park.

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Introduction

Unit 3: Investigating Marketing Section A Introduction For this assignment I will be focusing and investigating the marketing of a new themed ride for Thorpe Park. I will be investigating the different sort of marketing essentials for my new ride. This will include: * A clear explanation of the marketing objectives, segmentation and target market * Inclusive research by collecting data from a wide range of source for the development of my marketing aims and objectives. * Investigate the sizes and structures of the different markets. * Produce Aims and Objectives for my marketing campaign * A detailed theory of the 4Ps * A clear evaluation of the marketing mix * A conclusion for choosing my product idea and why it was necessary to develop marketing aims and objectives. Also, why it was necessary to segment the market to find my target market. In Section B I will be analysing a wide range of data to my target market in my: � Market Research (both primary and secondary); � Analysis of market research. In Section C I will be giving a full explanation and links to market research and target market of: * Creating a marketing mix for my new ride In Section D I will be giving an Inclusive summary covering most the things I had been doing for Sections A, B and C. * Evaluation of the marketing Mix, including relevant evidence, arguments and conclusions Introduction to Business Thorpe Park is a theme park located in Chertsey, Surrey, England, and UK. It was built in 1979 on the site of a gravel pit which was partially flooded, the intention of creating a water based theme for the park. The park's first large roller coaster, Colossus, was added in 2002. In 2007, Tussauds was bought out by Merlin Entertainments, who now operate the park on a lease from Nick Leslau.1 Thorpe Park has around 34 rides. ...read more.

Middle

but they are also strong enough to be transferred to other products. Successful brands such as 'Google' are protected by the law to stop them from being copied. Public relations are designed to give the business a positive image to its customers. A promotion encourages customers to: * Bringing forward a decision to buy; * Encouraging repeat purchase; * Encourage stockpiling; * Encouraging long-term loyalty; * Encouraging consumers to try a new product.14 Place Place refers to the means by which your customer acquires your product. This includes the actual place it is purchased (the shop, the telephone, the web page, the warehouse) as well as the actual route of distribution. Most consumer goods are purchased from a retailer, who purchases them from a wholesaler/distributor, who purchases them from the manufacture. If the goods were imported there might be more merchants in this distribution chain. In other words, Place is often referred to as the 'fourth P' of the marketing mix. It has two key parts to it. Firstly, it is the market where goods and services are sold. This may be a physical place like a shop, marketing, trading floor, or it may have no physical existence but a market that exists on the phone. The place where something is sold does not have to solid but it just refers the place where the transitions occur. Secondly 'Place' refers to the efficient distribution of goods. Distribution Chains The chain of distribution describes the way that a product gets from the manufactures to the consumer. Here is an example (diagram) of a distribution Chain. Marketing objectives 'Goals or targets that firms set themselves to achieve and which to provide a focus for decisions making for and devising strategy.' 15 Marketing Objectives are targets that businesses set themselves. They state how the business will achieve its aims and are therefore more specific. Marketing objectives provide a goal and help to encourage businesses/companies in the marketing department and provide a focus for the organisations. ...read more.

Conclusion

The marketing aims for Thorpe Park are: * Biggest EVER PR launch of a rollercoaster, SAW - The Ride, in company history. * THORPE PARK achieved national brand recognition Intention to visit nationally is EQUAL to Alton Towers 90% awareness of * SAW - The Ride in London & S E 1 million promotional visitors Launched new brand guidelines The most important aspects for my target market were, * The age * The locations * And what they're opinions and what they looked for in a ride. In addition, the other most important objectives in most marketing ventures are to recognise the target market. In order to do so, I will need to segment the market. I segmented the market * Geographically (finding out the locations of the target market) * Demographically (the target markets age, gender etc...) * Psychological (life style, personality) Once I segmented the market, I noticed that I had three target markets with similar characteristics. My target markets are the youth (generation x) from the ages of 16-24+ By identifying the target market it will enable me to carry out the research and meet the needs and wants of the target market. This will also help me, develop my marketing mix. This will decrease the risk of my product failing as this is what my target market will agree to and they would want to try the ride and like it. This should increase the amount of people to come to Thorpe Park in 2012 which will raise the sales and increase Thorpe Park's status therefore achieving a total. 1 http://en.wikipedia.org/wiki/Thorpe_Park 2 http://en.wikipedia.org/wiki/Alice's_Adventures_in_Wonderland 3 http://en.wikipedia.org/wiki/Oakwood_Theme_Park 4 http://www.oakwoodthemepark.co.uk/rides/ 5 http://en.wikipedia.org/wiki/Alton_Towers 6 http://en.wikipedia.org/wiki/Alton_Towers 6 http://www.caterersearch.com/Articles/07/06/2005/300676/Market-snapshot-Theme-parks.htm 7 http://tutor2u.net/business/marketing/what_is_marketing.asp 8 http://en.wikipedia.org/wiki/Marketing 9 http://tutor2u.net/business/marketing/what_is_marketing.asp 10 http://green.vivotek.com/image/quality/cycle/cycle_pic1.jpg 11http://tutor2u.net/business/marketing/promotion_mix.asp 12 http://tutor2u.net/business/marketing/promotion_mix.asp 13 http://tutor2u.net/business/marketing/promotion_mix.asp 14 11. The 4ps promotion presentation slide show 15 http://tutor2u.net/business/presentations/marketing/marketingobjectives/default.html 16 http://tutor2u.net/business/presentations/marketing/marketingobjectives/default.html 17 http://en.wikipedia.org/wiki/Market_segmentation 18 http://en.wikipedia.org/wiki/Market_segmentation 19 http://en.wikipedia.org/wiki/Target_market 20 http://en.wikipedia.org/wiki/Target_market ?? ?? ?? ?? 14 Rosemary Boymbo ...read more.

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