Marketing Plan for Cairns Aquarium in Australia

MARKETING PLAN: CAIRNS AQUARIUM

Executive Summary
The following work has presented relevant information related to the Cairns aquarium in
Australia. Information presented in the work is quite related to the general situation that is being
faced by the organisation in terms of creating their marketing portfolio. The report have created a
distinction related to Information which bring out factors that considers preparation of STP
analysis, SWOT analysis and understanding the upcoming budget and financial constraints.
Clarity and evidential research regarding the gathering of information has been prepared in the
following report which is being supported with evidential reference list provided.
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Table of Contents
INTRODUCTION...........................................................................................................................3
SITUATION ANALYSIS...............................................................................................................3
Segmentation, Targeting and Positioning approach for each type of visitors.................................3
SWOT ANALYSIS.........................................................................................................................5
Strengths......................................................................................................................................5
Weakness.....................................................................................................................................5
Opportunities...............................................................................................................................5
Threats.........................................................................................................................................5
MARKETING AND FINANCIAL OBJECTIVES.........................................................................6
Marketing.....................................................................................................................................6
Financial......................................................................................................................................6
MARKETING MIX STRATEGY...................................................................................................7
BUDGET ALLOCATION FOR PROMOTION.............................................................................9
CONCLUSION..............................................................................................................................10
References......................................................................................................................................11
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INTRODUCTION
A marketer requires a good marketing plan in order to provide direction and focus to a brand,
product or company. If a detailed plan is in place a business will be better equipped to handle
situation like the launch of a new product or the building of sales of an already existing product.
Cairns Aquarium is a public aquarium situated in Australia that provides a platform for the
public to interact with exotic animals and plants that are found in the wet tropical land of
Australia. The region of Cairns attracts over million tourists every year generating over 3 billion
dollars for its local economy and the objective of this marketing strategy is to provide a further
push to this already expanding region.
SITUATION ANALYSIS
Cairns Aquarium is one of the recent addition to an expansive development program that has
stimulated the growth of tourism in the northern region of queensland. This 7800 square metre,
$54 million centre inaugurated on september 2017 expects around 700,000 visitors every year
which will generate around $20 million worth of revenue (Tourisminvestment.com.au, (2018).
Entrepreneurs Daniel Leipnik and Andrew Preston developed the Cairns Aquarium and reef
research centre after witnessing that a majority of tourists visiting the region were uncomfortable
about going into the water but instead they were more interested and amazed by the marine life
from the shoreline. On of the first aquarium to be built in australia since 2000 it features over
15000 aquatic animals, fish, plants and other organisms that are displayed in 71 live exhibits
spanning over 10 life like viewing habitats (Tourisminvestment.com.au, (2018). It has already
becoming the cities top attraction and averaging about 1200 visitors per day. A significant
growth in this is expected in the summer which will tap into the steady growth that is being
experienced by Cairns and forecasts indicates that there will be a continuation of this trend.
Segmentation, Targeting and Positioning approach for each type of visitors
Cairns Aquarium is a one of a kind approach that showcases the vibrant biodiversity of the
tropical North Queensland rainforest. Thus it has the potential of attracting visitors from every
possible demographic.
The main demographic attending the centre will be tourists in the age group of 20 - 40. There
main interest would be to enjoy the varied diversity of the wet tropic region without having to
put on scuba diving suit and getting wet (Nath & Saha, 2017). The Aquariums specially
designed, 10 metre deep tank provides just that. The varied colors will come alive as the tourists
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