Market Segmentation
To: Paignton Zoo
From:
Date: 24/01/2012
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Subject: Market Segmentation
This is a report on market segmentation and this is identifying groups of customers who will respond to marketing activity in the same way. There are five segments in market segmentation which are similar wants, purchasing power so this is when an older person can buy more products then a younger person and this is because, geographical area this is selling products depending on where your business is located, for example in New quay sell surf ware items because there is beaches near and Scotland sell more ski products, buying attitudes this is when some people will buy products when the prices go down or some people have the top products such as Apple and finally buying habits this is things such as how often do you buy and when do you buy it.
In this report I’m going to talk about 6 target group who Paignton zoo aim at, how they aim at them and be successful and why Paignton zoo aim at these particular target groups which are school, other businesses, families, OAPs, animal enthusiasts and couples. 1. Schools: Schools are targeted by Paignton zoo because the target audience is huge so more people come through the door of the zoo which means more profit. There are usually around 10-30 people who come from school trips/visit and it’s rare that it’ll be less than 10.
Paignton zoo are successful in achieving this target group because they have special prices for educational visits than the normal prices depending on the age. For example the standard admission fees for under children who are under 16 are £8.40 but when it’s an educational visit the fee is reduced to £5.90. If they want teaching materials with the visit then the customers have to pay extra. The adults who visit with the children have to pay by ratio, for example 8+students=1:10. Whereas for a post 16 student the prices are more, this is because prices generally
From:
Date: 24/01/2012
-------------------------------------------------
Subject: Market Segmentation
This is a report on market segmentation and this is identifying groups of customers who will respond to marketing activity in the same way. There are five segments in market segmentation which are similar wants, purchasing power so this is when an older person can buy more products then a younger person and this is because, geographical area this is selling products depending on where your business is located, for example in New quay sell surf ware items because there is beaches near and Scotland sell more ski products, buying attitudes this is when some people will buy products when the prices go down or some people have the top products such as Apple and finally buying habits this is things such as how often do you buy and when do you buy it.
In this report I’m going to talk about 6 target group who Paignton zoo aim at, how they aim at them and be successful and why Paignton zoo aim at these particular target groups which are school, other businesses, families, OAPs, animal enthusiasts and couples. 1. Schools: Schools are targeted by Paignton zoo because the target audience is huge so more people come through the door of the zoo which means more profit. There are usually around 10-30 people who come from school trips/visit and it’s rare that it’ll be less than 10.
Paignton zoo are successful in achieving this target group because they have special prices for educational visits than the normal prices depending on the age. For example the standard admission fees for under children who are under 16 are £8.40 but when it’s an educational visit the fee is reduced to £5.90. If they want teaching materials with the visit then the customers have to pay extra. The adults who visit with the children have to pay by ratio, for example 8+students=1:10. Whereas for a post 16 student the prices are more, this is because prices generally