Marketing Plan for Light Zoo: Business Plan Assignment 2

MKT5000 – Marketing Management
Assignment 2: Business Plan
Name: Alexander Matthewman
USQ Student Number: u1124088

Executive Summary
The paper aims to create a comprehensive marketing plan in order to co-create value for the
proposed product in the assignment 1. The proposed product was Light Zoo, which is an aesthetic
entertainment zone as well as interactive learning space. It is being introduced for the first time in
the Australian market and is expected to create much impression upon the minds of the consumers.
Due to the newness of the product a particular target market identification and market segmentation
is not possible. The research depends upon the expected market personas that are most likely to be
interested in the product. This is a large project and needs much investment to become fruitful and
thus a clear marketing plan needs to be modelled before starting the venture. Through research it
has been seen that the idea that has been presented has no real competitors and thus presents a
promising idea. Light Zoo is likely to attract diverse population due to its unique nature. Visitors
will include, tourists, students, teachers, science enthusiasts and local people that want to
experience something interesting. The site needs a marketing tactical plan that will enable a day to
day achievement of the marketing objectives. Through customer journey map, the possible
experience of the customers are created which in turn helps in the creation of the tactical plan. The
tactical plan incorporates online and social media marketing tactics as well as several direct
marketing tactics. The marketing plan also needs implementation and control methodologies so that
the impact of the marketing plan be evaluated and modified according to the need. It also helps in
operating in a budget constraint and to adhere to the legal frameworks. The study finally concludes
on a reflective note that the work would have been much easier if there was a team involved as team
work fosters new ideas and methods that can make the work much more interesting.
2

Table of Contents
Background 4
Target Market Description 5
Strategic Focus 6
Growth Strategy 7
Customer Journey Map 8
Value Propositions 10
Positioning Strategy 11
Marketing Objectives 12
Marketing Tactical Plan (7Ps) 13
Marketing Implementation and Control 15
Reflection 17
References 18
3

Background
In the assignment 1, the unique idea proposed was the Light Zoo. It is an interactive art gallery that
centres on light. The structure of the place would start with a large hall that connects with several
other networks of rooms that exhibits different facets of light. The rooms like Fibre optics room,
Geometric shape room, Laser harp room, Mirror room, Kaleidoscope room, Drums room,
Ultraviolet room, Animal eye room, Projected darkness room, Time teleporter projector room,
Animal room, Light art room and other rooms that will be left open for further growth. The
previous assignment focused on the market analysis of the proposed idea. The main competitors in
the present market were identified through the analysis. The Gallery of Modern Art (GOMA) and
the Queensland State Museum are identified as the only analogous competition in the market
though neither of them provide the experience that the proposed art gallery would provide
(Network.qm.qld.gov.au. 2019).
The expected visitor influx is calculated at 10,000 people per day and by analysing the expected
visitors per day, it is unlikely that the establishment will exhaust their visitors soon
(Parliament.qld.gov.au. 2018).
The 1st assignment also determined the strengths, weaknesses, opportunities and strengths of the
proposed site. The study determines that the uniqueness of the idea, artist exposure, advance
technology and the growing population and tourist market of Australia is helpful for the growth of
the idea (Qgso.qld.gov.au. 2019). On the contrary, necessity of large site, central location and
access to transport and competition from the existing museums are harmful for the growth of Light
Zoo. It is expected that tourists, students and job seekers from India and China will be the most
frequent visitors of the establishment.
The main drivers that are expected to attract customers are the picturesque site and experience,
educational aspects of the site and large space availability for events. It also makes a great site for
school and college excursions with their bus drop off points and safe learning environments. After
the completion of the market analysis, the next step that follows is the business plan. For Light Zoo,
it is important that a clearly defined marketing goal and plan is created as the idea is completely
new and without the help of them it is not possible to create the necessary popularity needed for the
successful running of the establishments (Barney 1991). The business plan is necessary to
determine the marketing, scope, growth, target market, objectives and positioning of the idea in the
Australian market. Moreover, through marketing plan creation, specific marketing strategy can be
developed depending on the 7p’s of marketing mix.
In this report the target market for Light Zoo has been described and the strategic focus that will
help market the product along with the growth strategy have been analysed. Additionally, the
customer journey amp and the value proposition of the proposed idea has been created. Moreover,
the positioning strategy, marketing objectives and tactical plan for marketing have also been
explored. Finally, the implementation and control plan for the marketing strategies has been created
along with a reflection on the process of the work.
4