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How can Chester zoo improve its marketing strategy to more successfully target 16-24 year old?

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HOW CAN CHESTER ZOO IMPROVE ITS MARKETING STRATEGY TO MORE SUCCESSFULLY TARGET 16-24 YEAR OLDS? Introduction At the moment, Chester Zoo is the leading zoo in the country. It is a non-profit organisation and its mission is to support and promote conservation by breeding threatened animals, providing excellent animal welfare, high quality public service, recreation, education and science. Currently, the zoo is facing a marketing problem: The 16-24 year old age group is not visiting the zoo as much as expected to.1 My task is to analyse the situation and come up with a solution. My main research methods will be by: -Going to the zoo and interviewing the staff there. This is for me to judge the level of their service without any bias from other sources. -Consulting a range of sources, which have both primary and secondary evidence, including articles of quality from different media. This will help me see any trends over the years, and hopefully, their weaknesses and strengths. -I will also conduct a survey in form of a questionnaire2 aimed at 16-24 year olds. ...read more.


The staff is friendly ensuring customers get the best of their visit and to re-visit the zoo. A free talk on different topics of different animals attracts people and gives them more information on the animal than they knew and is free wheel-chairs and other devices are available for free for the disabled and handicapped. The Zoo's location is in a good because it is only about 300 yards off the motorway making it easy for people to locate it. Before going to the conclusion, here is the SWOT analysis of Chester Zoo CONCLUSION From my questionnaire's results, and other research, it is clear that the 16-24 year olds are either students or newly qualified employees (therefore not having very much income, generally speaking). Their main concern is money, and they say that they aren't well informed about the zoo, its charges, etc. Here are the main problems and my proposed solutions: Price: If their budget does not allow them to perform intensive promotion, Chester Zoo could opt simply to reduce the entrance fees. Hopefully, as a result of this, the targeted age group would feel like the new price is more suited to their limited budget. ...read more.


Such places include on the wrappers of popular chocolates, on the cans of popular drinks such as Coca-Cola or Pepsi, et cetera. Again, these adverts should be specific to their age group. -SYNERGISING: Chester Zoo could take advantage of this concept to attract more 16-24 year olds. As an example, they could temporarily come together with a railway company (such as Virgin Trains) and have half-price return tickets for those aged 16-24 and travelling to Chester Zoo. Hopefully, both Chester Zoo and the chosen railway company would make more money out of the promotion. Obviously, it is a tricky way as authentication that the individuals are actually going to Chester Zoo might be difficult, but it certainly isn't impossible to achieve. Another qualm on this method is that it doesn't take into account those who may be travelling to Chester Zoo by other means of transport. However, it is up to Chester Zoo to decide upon whether or not it is worth it to use this form of synergising to attract their targeted age group. In summary, I think the zoo will be able to target the 16-24 years old more successfully if it they do as I have said. ...read more.

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