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Marketing Strategies of Museums in Bangladesh: a Study On The Jahangirnagar Journal of Marketing ISSN: 2308-6238 Vol 5, June 2017 Marketing Strategies of Museums in Bangladesh: A Study on Bangladesh National Museum Barota Chakaborty1 Abstract: The term – museum marketing has seen significant interest in over the past few years. In Bangladesh, the marketing of museums is still an unusual untried concept. As, this study intended to focus on the marketing strategies of a museum of the country, the Bangladesh National Museum has been selected and 30 personnel have been selected applying the non-probability judgmental sampling technique, Dhaka Metropolitan City has been taken for the analysis. Through the use of interviews, the authors have examined the segmentation, targeting & positioning process and the marketing mix decisions that are distinct for the museum. Finally, the implications of these findings are discussed and some recommendations have been made for the chosen entity. Keywords: Marketing Strategy, Marketing Mix, Museum Marketing JEL Classification Code: M31. Introduction In response to the rising profit sectors, the entity of the non-profit sector has emerged as an important part of modern society. In the process, the Non-Government Organizations (NGOs) have played a pivotal role in the growth of the region since the time they gained prominence in the 1980s. More than just engaging volunteers to provide relief operations in times of domestic or international crises, or providing basic services to marginalized and underprivileged sectors of society, NGOs have expanded their role of being governments’ partners in pro-active policy formation and program implementation. They raised public consciousness of issues, advocated policy reforms, seek out alternative development strategies, and created innovative strategies to encourage citizen participation in socio-political and economic matters. They also served as monitoring institutions of the state, and facilitated international dialogue and understanding through their networking activities. Over time, these NPOs have also become resource centers in the region, providing the public with information and technical and financial assistance. When it comes to the point of marketing, significant differences are observed between the practices of profit and non-profit entities. These differentiations greatly vary based on different economic structures. In developing countries, there is general agreement that non-profit organizations have a greater need for marketing, but there is little agreement on how NPOs should approach marketing. The goal of traditional marketing efforts at for-profit firms is most often improving the company’s bottom line (Pope, Isely & Tutu, 2009). Marketing a museum is the process of identifying the needs and wants of the visitor and delivering benefits that will satisfy or enhance their experience (Association for Heritage 1 Assistant Professor. Department of Marketing, Jahangirnagar University, Savar, Dhaka-1342. E-mail: [email protected] 26 The Jahangirnagar Journal of Marketing, Vol 5, June 2017 Interpretation: Brand Presentation, 2013). It also helps maximize the performance of the museum. It is a complex activity requiring extensive creativity, planning, organization and problem solving. Museums are propelled into a world of economics which is fundamentally an old concept in world context. In Bangladesh, museum marketing is a new area of opportunity. Bangladesh has a history of glorious heritage with its numerous types of resources. Museums are a great source of attractions with various primitive and ancient collections of history. Museums, in the company of the entire cultural sector, have therefore, have become progressively preoccupied with business concerns about costs, financing, evaluation, development, and profitability. Marketing of a museum, a more recent and unknown concept in Bangladesh tends to put in its appearance, even though considerable confusion still reigns as to its precise objectives and methods. Museums are institutions which collect, research, display and interpret objects. Their very existence depends on the possession of a collection (McLean, 1994). While collection care and interpretation are acknowledged as basic museum functions, declining public funding and accountability pressure have led to the discovery of museum marketing as an important contribution to museums’ viability (Rentschler, 1998). Marketing has increasingly been seen as an essential museum activity (Kelly and Sas, 2002). It is argued that marketing can serve to achieve the museum’s mission rather than compromising it (McLean, 1993; Reussner, 2001). As an industry or institution, museums are huge amount of resources where numerous histories are being explored before the visitors. In Bangladesh, roles of museums are not well known to the people, due to lack of concern and awareness. Marketing a museum will help to create awareness of the people of our country and to know deeply about the history and heritages of their own origin. Objectives The overall objective of the study is to identify the marketing strategies of museums in Bangladesh, focusing on the selected museum – Bangladesh National Museum. The specific objectives are as follows: i) To analyze the STP (Segmentation, Targeting & Positioning) strategies of Bangladesh National Museum. ii) To identify and assess the application of marketing mix for Bangladesh National Museum and iii) To recommend some policies regarding marketing strategies of Bangladesh National Museum. Literature Review A museum is a non-profit making, permanent institution in the service of society and its development, and open to the public, which acquires, conserves, researches, communicates and exhibits for the purposes of study, education and enjoyment, material evidence of humanity and its environment. (Ambrose & Paine, 1993) Museums have been propelled into a world of economics which is fundamentally foreign to us. They are not only subjected to the rigors of theoretical economic analysis but may also thereby come to be seen in narrowly financial terms: operating budget, manpower Marketing Strategies of Museums in Bangladesh: 27 A Study on Bangladesh National Museum requirements, commercial returns, visitor numbers and value of acquisitions. Indeed, today we talk of the museum industry and the institutions as ‘cultural enterprises’, seeing curators in the same light as company managers (Musées et économie 1992a, b). Museums, in the company of the entire cultural sector, have therefore become progressively preoccupied with business concerns about costs, financing, evaluation, development, and profitability. For many people marketing is traditionally seen as the technique which a business employs to sell its products (cars, detergent) or services (banking, data management) to consumers, mainly by means of advertising (Sandell & Janes 2007). The consumer has progressively been moved into the centre of the marketing operation, and on the other hand, the concept has been extended into the world of public service and non-profit institutions. Current trends in museum marketing begin with experiences that are offered to audiences. According to Fisher (2000), museum experiences are mission based, have educational value, and further the museum's strategic goals. The experiences are audience focused and permit sharing with other people. The broadest aspects of museum marketing includes: • Identifying leisure-time recreation needs and wants of potential museum visitors and other audiences, especially unmet needs. • Identifying art museum experiences that can be matched to user needs. • Identifying additional experiences that are compatible with the museum mission and resources. • Identifying ways in which potential users can be informed about and attracted to museum experiences. • Making sure that new and returning, museum users are completely satisfied with museum experiences and amenities surrounding their visits. There are numerous articles in which marketing academics or practitioners have written about how art museums should apply marketing concepts (Hendon 1979; Mokwa, Dawson, and Prieve 1980; Yorke and Jones 1987). Most of the literature indicates that determining the appropriate customer segments and the marketing mix are of prime importance. According to, McCarthy (1975), marketing mix contains six major elements: 1. Pricing 2. Products and services to offer 3. Advertising and public relations 4. Sales promotions 5. Sales force 6. Channels of distribution (where the product is sold or viewed) Despite the "elitist" nature of the art museum audience, museums have a social responsibility to broaden their target audience to include less well educated viewers in order to justify government subsidies. Thus, museums are forced to reconcile opposing desires in determining their mission or objectives (Cramer 1979; Hancocks 1987; Zolberg 1984). 27 28 The Jahangirnagar Journal of Marketing, Vol 5, June 2017 Pricing within museums is not well understood, and very few studies have been conducted to try to determine the price responsiveness of current or potential members to the public being charged general admission to museums. The studies that have been conducted show that there is low price elasticity (Cameron and Abbey 1962; O'Hare 1975). Product discussion focuses on current visitors and special exhibits with very little attention paid to target markets or likely audiences. Ancillary purchases from the bookstore and the restaurant are also considered but only as a secondary activity (Beer
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