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Marketing Plan for the Lisbon Zoo

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Marketing Plan for the Lisbon Zoo MARKETING PLAN FOR THE LISBON ZOO Mafalda Sofia Reis Franklim Master of Science in Marketing Thesis Supervisor Doctor Susana Marques, ISCTE Business School, Marketing, Operations and General Management Department April 2013 Acknowledgements First of all, I want to use this space to thank my mother for being the woman she is, for inspiring me every day and being my role model. Her unconditional support and love made this project possible. This thesis would not be possible without the guidance and advice of my supervisor, Professor Susana Marques. Thank you for your availability to supervise my thesis and for all the support and great advice over the past months. I also want to thank Professor Elizabeth Reis for the availability, sympathy and patience to help me with my questions about the statistical analysis of data. I want to thank the Lisbon Zoo, where I proudly am a volunteer, especially to Dr.ª Paula Machado, Dr.ª Sónia Matias, Tiago Carrilho, Ana Ferreira and Paulo Castro for the support and motivation given to the elaboration of this thesis. I also want to thank all the amazing Zoo’s employees and volunteers, without exception, for being an inspiration to me. Your dedication to the Zoo and to its animals is what defined my vision of this thesis. Thank you André Martins for always being at my side, motivating me and making me smile. Thank you for all the advice you have given me during this thesis and for being the person you are. I also want to thank all of those not mentioned here, but who contributed in a direct or indirect way to the conclusion of this thesis. Marketing Plan for the Lisbon Zoo Index Chapter 1. Definition of the Problem Context .............................................................. 1 Chapter 2. Literature Review ........................................................................................ 2 2.1. Marketing Framework ..................................................................................... 2 2.1.1. Definition ............................................................................................................. 2 2.1.2. Evolution of marketing ......................................................................................... 2 2.1.3. Dimensions of marketing ..................................................................................... 3 2.2. Marketing plan ................................................................................................. 3 2.2.1. Definition ............................................................................................................. 3 2.2.2. Importance of marketing plan .............................................................................. 5 2.2.3. Advantages of marketing planning ...................................................................... 6 2.3. Nonprofit organizations ................................................................................... 6 2.4. Leisure Sector ................................................................................................... 8 2.5. Zoos .................................................................................................................. 10 2.5.1. Definition ........................................................................................................... 10 2.5.2. Evolution and challenges ................................................................................... 10 2.5.3. Benefits of a visit to a zoo in the business context ............................................. 11 2.5.4. Zoos and the internet .......................................................................................... 12 Chapter 3. Conceptual Framework ............................................................................. 13 Chapter 4. Methodology ............................................................................................... 15 2.1. Data Collection ..................................................................................................... 15 2.1.1. Primary Data .......................................................................................................... 15 2.1.2. Secondary Data ...................................................................................................... 19 2.2. Data Analysis Techniques .................................................................................... 20 2.2.1. Primary Data .......................................................................................................... 20 2.2.2. Secondary Data ...................................................................................................... 20 Chapter 5. Data Analysis .............................................................................................. 21 3.1. Primary Data ........................................................................................................ 21 3.1.1. Questionnaires ........................................................................................................ 21 3.1.2. Interviews ............................................................................................................... 42 3.2. Secondary Data .................................................................................................... 44 3.2.1. External Analysis - Market Analysis ..................................................................... 44 I Marketing Plan for the Lisbon Zoo 3.2.2. External Analysis - Competition Analysis ............................................................. 52 3.2.3. External Analysis - Consumer Behavior Analysis ................................................. 60 3.2.4. Internal Analysis - Organization Analysis ............................................................. 62 3.2.5. Internal Analysis - Portfolio Analysis .................................................................... 65 3.3. Competitive Analysis ........................................................................................... 65 3.3.1 SWOT Analysis ....................................................................................................... 65 3.3.2 Critical Success Factors .......................................................................................... 67 Chapter 6. Implementation Proposals – Marketing plan .......................................... 68 4.1. Strategic Plan ........................................................................................................ 68 4.1.1. Segmentation .......................................................................................................... 68 4.1.2. Targeting ................................................................................................................ 69 4.1.3. Positioning .............................................................................................................. 69 4.2 Operational Plan – Marketing Mix ........................................................................ 71 4.2.1 Product .................................................................................................................... 71 4.2.2 Price ......................................................................................................................... 77 4.2.3 Place ........................................................................................................................ 78 4.2.4 Promotion ................................................................................................................ 80 Chapter 7 – Conclusions ............................................................................................... 98 7.1. Conclusions .......................................................................................................... 98 7.2. Project Contribution ........................................................................................... 101 7.3. Project Limitations ............................................................................................. 101 7.4. Suggestions for future research projects ............................................................ 102 Bibliography ................................................................................................................ 104 Appendices ................................................................................................................... 109 Appendix 1 – Questionnaire Structure ...................................................................... 109 Demographics .......................................................................................................... 109 Consumption habits ................................................................................................ 109 Perceptions about the Lisbon Zoo ......................................................................... 110 Appendix 2 – Questionnaires Analysis ..................................................................... 113 Appendix 3 – Interviews Structure for the Lisbon Zoo’s employees ....................... 119 Appendix 4 – Communication Actions Budget ........................................................ 120 II Marketing Plan for the Lisbon Zoo Figure Index Figure 1 Conceptual Framework .............................................................................................. 13 Figure 2 Equation of Sample dimension for a simple random sample .................................... 17 Figure 3 Brand Positioning Triangle .......................................................................................
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