Cairns Aquarium Marketing: Analysis, Strategy, and Budget Plan

This report presents a marketing plan for the Cairns Aquarium in Australia, focusing on enhancing its marketing portfolio. It includes a situation analysis, STP (Segmentation, Targeting, and Positioning) analysis, SWOT analysis, and a review of financial objectives and budget constraints. The plan aims to increase visitor numbers and revenue by leveraging the aquarium's unique offerings, such as its display of North Queensland's tropical rainforest biodiversity and its 'Deep Reef' habitat. The marketing mix strategy emphasizes differentiation and positioning, targeting both international and domestic tourists. The report also addresses the aquarium's strengths, weaknesses, opportunities, and threats, providing a roadmap for achieving its marketing and financial goals. The report is supported by a reference list.

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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stroll through the 3 floors of the centre expanding over 7500 square metres (Almeida, 2016).
Guided tours for adults providing various information will be provided simultaneously as the
tour progresses. Special kiosks have also been designed with an interactive touch panel that will
provide the visitors with adequate information regarding every display.
Accompanying the previous demographic will be tourists in the age group of 1- 20 years. Special
guided tours are provided for children below the age of 15 with a more interactive guidance
approach using special and a more holistic references that will provide the children with a more
firm and factual grasp on what they will be observing.
The centre is a place for leaning, fun and discovery and special attention will be provided to cater
to the needs of the students. The innate curiosity of the students will be encouraged by providing
them with an hands on approach to teaching and learning. Reef and rainforest experts referred to
as “aquanuts” been appointed for engaging and connecting students with the living environment
(Corkindale, 2015). All year around program for schools are available and are scheduled as per
request. The students will be participate in an interactive journey of a raindrop descending from
the mountain ranges travelling through the rainforests and mangroves through the great barrier
reefs and finally into the depths of the Coral Sea. This programs have been aligned with the
outcomes of learning of the “biological science” strand of the National Curriculum of Australia
(Ntamkarelou, Bantimaroudis & Economou, 2017).
Various environmental professionals ranging from Botanists and zoologists to ecological experts
are a limited but steady demographic that have a regular footprint in the centre. They come in
search of opportunities to observe and record rare and endangered species that are indigenous to
this area (Kottege, Jurdak, Kroon & Jones, 2015). Since it is the only location on Earth that hosts
two world heritage listed biospheres - The Great Barrier Reef and the Daintree Forest, the
attendance of environmental professionals is expected to rise in the upcoming years. Keeping
this demographic segment in mind the centre provides special viewing areas for guests with
special interests regarding one particular exhibit (Mellish, Ryan, Pearson & Tuckey, 2018).
Special passes and permission slips are also provided to professionals with valid ID proof for
long hours of observation.
The in house Aqualuna restaurant is a perfect venue for hosting celebratory events. This will
generate a larger demographic of corporate interests for events as well as informal celebrations
like birthday parties, banquets and wedding celebrations. Guests have the privilege of choosing
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from 5 unique venues, each with their own themed habitats and visually appealing backdrops.
The ultimate wow factor is the Ocean room located at the heart of the aquarium (Mason, 2015).
Furthermore the guest of private parties will have the opportunity to avail private after hours tour
of the aquarium that will provide a one of a kind experience.
SWOT ANALYSIS
Strengths
● The centre provides an interactive journey for its visitors through the ecosystem of ar
northern regions of queensland.
● The Aquarium Boasts a 10 meter deep specially designed tank to which enables the
visitor to learn about the place in a quick Glance. The three floored centre which
expenses over 7500 square metres boasts 10 special ecosystems and 71 different habitats.
● Government plays a key role in the success of this ambitious project which includes
invaluable assistance provided by the Australian Australian Trade Commission’s
Tourism Major Project Facilitation (TMPF) service (Tourisminvestment.com.au, 2018).
Weakness
● The aquarium is short staffed and strained on human resource
● Ecological imbalance and environmental degradation over the years threatens the natural
equilibrium of the center
Opportunities
● More Exhibits are being added to a collection of an already vibrant ecosphere
● More than 600 new jobs have been created by the center which has given the region a
major boost in confidence (Al-Muhrzi, 2014).
● While revenue is mostly dependant on the sale of tickets international visitation from
China and Japan Has generated a large amount of corporate interest thus creating the
largest investment opportunity in the region over the years.
Threats
● Necessary price hikes to accommodate foreign interests may lead to the loss of
customers.
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● A lack of price sensitivity is being witnesses as customers complain that the restaurants
are overcharging for meals.
MARKETING AND FINANCIAL OBJECTIVES
A set of high aggressive yet potentially achievable objective have been set up in order to
establish fluency in the proper functioning of the aquarium as a business model
Marketing
● For the first year the center projects a footfall of 500.000 visitors as a results of various
marketing schemes via social media and other channels of promotion.
● For the second year the center requires a projection of an estimated 700,000 tourists
which an be achieved by diversifying the promotional aspects which include the use
governmental tourism campaigns and private advertisement ventures throughout the
world.
● By the third year the center expects an annual footfall of 1 million people. For this the
marketing strategy needs to be concise and focused (Thyer, Thomas, McClintock & Ridd,
2018). The demographic of the overall footfall needs to be analysed carefully and
majority groups of segmented dynamics need to be identified on the basis of factors like
country, age group, profession etc. the promotional campaign needs to be focused on
these particular groups in order to establish maximum efficiency.
Financial
● The Cairns Aquarium has a total valuation of $54 million. The center projects an
annual income of $20 million and the revenue streams are fairly regular since most of it is
generated by ticket sales. Tickets are priced at $15 for students and children and $40 for
adults. Special ticketing schemes are available for group tours and school tours ("Cairns
Holiday Aquarium", 2018).
● The center projects that the total investment behind the establishment will be collected by
the end of the second year and profits will be seen by the third.For this the annual budget
needs to carefully examined and proper allocation of resources need to be confirmed.
Maintenance of the property remains a key factor for fluent functioning of the center.
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● Budget needs to be allocated for the appointment of environmental experts who will
ensure that the ecosystem is stable and self sustainable. Experts should oversee the day to
day care programs for the fauna as they are the main attraction of the aquarium and argus
its main source of revenue generation.
MARKETING MIX STRATEGY
The centres marketing strategy is largely based on the differentiation of its services and their
positioning. The primary visitors are international and intranational tourists with a varied age
group. The objective of the aquarium is to provide a world with an elegant platform for human
beings to interact with the incredible plants, animals and habitats that are only found in the wet
tropics of Australia. Its objective is to cultivate its situational advantage and promote learning
and conserving the delicate ecosystem of the area.
The center harnesses the availability of the amazing beauty of the marine life that can be
witnessed from the shoreline of the Great Barrier Reef (Dwyer, Pham, Forsyth & Spurr, 2014).
Its objective is to bring the wonders of the reef undercover and up close thus providing a chance
for personal interaction between man and nature. It is the first new aquarium that has been built
in Australia since the year 2000 and features over 15000 aquatic animals, fishes, plants and other
marine life that have been housed in 71 live exhibits that are spread across 10 life like habitat for
viewing. It is the only place in the world that showcases the biodiversity of the North
Queensland tropical rainforest. Critically endangered and rarely seen species are on display
which include unique marine life that are indigenous to this region such as freshwater sawfish,
Jardine river painted turtles, freshwater whip rays, olive sea snakes, etc (Vila, Darcy, &
González, 2015).
One of the main attractions of the aquarium is the country’s first “Deep Reef” habitat for
observation. It is essentially a 10 meter high, 300,000 litre exhibit that displays the diverse
marine life that exist on the reef's edge beyond the “drop off” point of the reef. This habitat is
located on the edge of the reef and thus even experienced divers not get the opportunity to see
this region (Pham, Nghiem, & Dwyer, 2017). Another one of its featured attraction is the 1.8
million litre Coral Sea habitat that comprises of an underwater tunnel for viewing the 360 degree
panoramic view of the sea. It has already become the city's top tourist attraction and is averaging
1200 tourists every day. There will be a significant improvement on this numbers during
summer.
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The center has priced its tickets at $28 for children and $42 for adults ("Cairns Holiday
Aquarium", 2018). The prices will be decreased depending on the footfall and different offers
and comb packages are to be introduced, which will reduce the per person cost to enter the
aquarium significantly and attract larger groups of tourists. Website based booking has been
introduced and respective accounts have been created on PayPal and similar web based
transaction systems (Hughes, Wang, & Shu 2015). The incentives provided by these platform
will further add to the revenue. A significant amount of the budget has been allocated for web
based promotion on different social media platform and a team of social media experts have been
appointed for this purpose.
This ambitious project would not have been possible without the invaluable support of different
governmental agencies especially form the Australian Trade Commission’s Tourism Major
Project Facilitation (TMPF) which has provided tourism developers with a central contact person
in the Government thus streamlining extensive processes of governmental approvals and and has
increased the efficiency of the project (Ruhanen, Whitford, & McLennan, 2015).
A significant amount of the budget has to spent on allocating officials who will oversee the
proper maintenance of the delicate ecosystem that has been established in the center. Proper care
for the fauna is a primary objective for the authorities as they are the main attraction of the center
(Australia, 2017). Appointments should also be provided to professional tour guides for the
various exhibits that will be present and they should have extensive knowledge about the animals
and plants in display as interaction and dispersion of knowledge is the main objective of the
aquarium.
A $200,000 has been allocated for the development of promotional campaigns throughout the
country and the campaigns have been channelled to proper promotional agencies. Billboards and
other forms of mass media outlets have been processed and are ready to be used (Munro, 2015).
Different media outlets have been contacted and they have shown strong support for the center.
Tourism Australia and Austrade have formed a Mutual Investment promotion partnership as a
response the the long term tourism strategy of the nation. This initiative called the tourism 2020
involves the state and territorial governments of the Country working with the tourism industry
to increase the overnight visitor expenditure to an amount of over $115 billion by 2020
(Tourisminvestment.com.au, 2018). This partnership has demonstrated that the government of
Australia is dedicated and committed in making a hassle free investment process that will
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remove barriers and provide information and insight on the tourism opportunities of the country
for interested investors.
A strong relationship with the local businesses, hotels, cruise ship companies and other key
tourist operators will also be crucial to the development of the project as they have a huge
promotional capacity and will create a healthy environment for the tourists to have a unique
experience of the Tropical North Queensland (Rasheed, McKenna, Carter, & Coles, 2014).
BUDGET ALLOCATION FOR PROMOTION
EXPENSE ESTIMATED FUNDS REQUIRED
Billboards and other local advertisements $70.000
Social media management $400,000
Print media and focus groups $500,000
Television Advertisements $700,000
Special presentations for investors $120,000
Total $1,790,000
CONCLUSION
Thinking on behalf of a larger demographic of people is a marketing concept is turning out to be
more commonplace and essential for a number of business organizations. The concept of
marketing strategically refers to the company's primary point of business being set according to
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the wish of its largest section of customer. Cairns Aquarium and reef research centre is an
organisation that not only provides a unique platform for an intimate interaction between man
and nature but it is also structurally oriented towards conserving the natural habitat of the area of
North Queensland. This marketing Brief will successfully establish proper working module for
the organisation.
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