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Australia Zoo 6/06/2016 Australia Zoo Jenny Chan Tutor: Hannah Rowe Media Brief Target Audience Analysis Autobiography A day in the life Pictography Market and Product Analysis Insight 1 6/06/2016 Australia Zoo 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. 2 6/06/2016 Target Audience Analysis 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). Demographics 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 3 6/06/2016 Target Audience Geographic The target audience is the families with Pre-teens Queensland School-Aged children is who are living in Queensland (v%100). The geographic graph show the percentage Capital Cities of families with pre-teens 53% 47% Country Areas school-aged children living in the capital cities area and country areas. Roy Morgan Single Source Data, 2015 Psychographics 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 4 6/06/2016 What Media do they use? 100.00% 90.00% 80.00% 70.00% The media they use 60.00% 50.00% are internet, TV and 88.10% 40.00% 78.80% 71.00% 75.00% listen on the radio. 30.00% 20.00% 10.00% 0.00% Internet in Last 7 Days Commercial TV on a Radio in Last 7 Days Pay TV in Last 7 Days normal weekday Source: Roy Morgan Single Source Data, 2015 Media Consumption 100.00% 30.00% 90.00% 29.00% 80.00% 28.00% 70.00% 27.00% 60.00% Media Consumption 50.00% 26.00% 40.00% Media Typology 25.00% 30.00% 24.00% 20.00% 23.00% 10.00% 0.00% 22.00% Internet in Last 7 Days Commercial TV on a Radio in Last 7 Days Pay TV in Last 7 Days normal weekday Source: Roy Morgan Single Source Data, 2015 5 6/06/2016 Autobiography 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. Day in the life Week Day 6am Taking the Sleep 11pm Wake up/ 7am children to make school breakfast Shower/ Work/ read email/ watching TV 9pm 9am surfing the web and talking on the phone Putting the Lunch children to 8am 12pm with bed friends 6pm 2pm Work Dinner 4pm Finish work 6 6/06/2016 Day in the life Weekend 7am Shower/ Wake up/ House Sleep 10pm make 10am work breakfast Putting children 9pm 12pm Lunch with to bed the family Grocery Watch TV 7pm 2pm shopping 6pm Dinner Pictography Family Full-time employed Spending time with the family 7 6/06/2016 Market Analysis 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). SWOT Analysis Strengths Weaknesses • Australia Zoo is well know as an • Less attractions in Sunshine Coast Australia brand • Far destination • New animals coming to Australia • Low media budget compared to Zoo the competitors (AQX data) • Money to animal conservation (Australia Zoo, 2015) Opportunities Threats • Australia Zoo can be for the whole • People not interest family and younger children • Certain on the target audience • Education about the animals • Competitors have larger media budgets (AQX data) 8 6/06/2016 Pest Analysis Political Social • Getting animals with their • Animal rights restrictions • Government invest more on tourism market Economic Technology • Consumers confident about their • Family Annual Pass budget • Annual Pass Loyalty Reward • Company investor Programs (Australia Zoo, 2015) • Global economic crisis (Wortman, 2011) What to know about Australia Zoo 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. 9 6/06/2016 Product analysis 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). Who are the Competitors 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). 10 6/06/2016 What are they spending on the advertising? 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 media did they use? Warner Bros Movie World Park Dreamworld Amusement Park Metropolitan Television Metropolitan Television 21% Regional Television 29% 30% Regional Television Metropolitan Press 1% Metropolitan Press Regional Press Regional Press Magazines Magazines 17% 61% Metropolitan Radio Metropolitan Radio Cinema 15% 4% Out of Home Cinema 15% 3% Out of Home 4% Source AQX, 2014 11 6/06/2016 When are they advertising? 4000% 3500% The graph shows BTQ7 the TV station 3000% 7TWO Bri 7mate Bri from July 2014 to 2500% QTQ9 July 15. The 2000% GO! Bri Gem Bri percentage of 1500% TVQ10 ONE Bri each station 1000% share of the TV ELEVEN Brisbane 500% SBS1 Bri SBS2 Bri media. 0% Source: eTAM Analyzer, n.d Summary of Market analysis and product analysis 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. 12 6/06/2016 Insights The Australia Zoo insight is to bring the family together and to have a special memories time together with a family. 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.
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