IMC Proposal London Zoo Marketing Dissertation Example | Topics and Well Written Essays - 1000 words

IMC Proposal London menagerie Marketing - Dissertation ExampleAs part of the IMC dissertation proposal for ZSL London Zoo, this report will reelect the readers an overview of the market competitive framework. In line with this, the market structure of London Zoo will first be tackled followed by comparing the profile and marketing activities of ZSLs major competitors and discussing the importance of continuously promoting the central brand. Based on the product life cycle analysis, the current distribution constitution and pricing policy will be tackled in details. Chapter II Literature Review Overview of the Market Competitive Framework Although there are more than 100 zoos throughout the fall in Kingdom, the only 3 zoos that are currently operational in London include the Battersea commonalty Childrens zoo, the Sea Life London Aquarium, and the London Zoo (Zoo Keepers, 2009). Among these four zoos that are currently operational in this area, only the London Zoo is classified as the major zoo throughout the United Kingdom. (See cecal appendage I Major Zoo Operators in London on page 7) Given that there are only three zoos creation operational in London, its market structure is classified as oligopoly. In line with this, Arnold (2010, p. ... Aside from publicly announcing the arrival of a new animal, the marketing strategies used by the Battersea Park Childrens zoo, the Sea Life London Aquarium, and the London Zoo are similar in the sense that these operators are focused on providing discounts on root tours, accepting parties and school visits (Sea Life London Aquarium, 2011 Battersea Park Childrens Zoo, 2011 ZSL, 2011). Specifically Battersea Park Childrens Zoo (2011) offers the public the option to adopt an animal for either 6 months or 1 year programme. Aside from entering into joint business partnership with University of Cambridge, ZSL London Zoo is more focused on promoting its forthcoming perception and conservation events and offering children with more options to enjoy their stay at the zoo (ZSL, 2011). Importance of Promoting the Central Brand According to Aaker (1991), brand equity is a multi-dimensional fantasy which is strongly related to the development of strong brand loyalty, creation of brand awareness, perceived service quality, and brand association. Being more than just choosing a unified name, King (2010) explained that branding is crucial behind the success of the ZSL London Zoo because a strong brand could develop familiarity and loyalty on the part of its likely zoo visitors. Because of the importance of continuously promoting the central brand, the managers of ZSL should take it as a challenge in making the general public feel special when being associated with a brand. By considering its product life cycle analysis, ZSL can implement marketing strategies that will strengthen its brand and keep its existing customers loyal to the zoo. crop