Report on Marketing Techniques: Alton Towers and Wellacre Comparison

This report provides a detailed analysis of Alton Towers' marketing strategies, comparing them with Wellacre's approach. It examines market research, product marketing, and consumer targeting across different demographics, including business-to-business, aged individuals, and young people. The report evaluates the effectiveness of various marketing techniques, identifies limitations in market research, and recommends improvements. It also includes mind maps for service offerings like yoga sessions, and discusses marketing objectives such as service development and customer service improvement. The report highlights the importance of proper planning, market value assessment, and service quality in achieving marketing goals, offering valuable insights into the theme park's marketing practices and future strategies.

INTRODUCTION TO MARKETING
Student’s name:
Student’s id:
Professor’s name:
1

Table of Contents
Task 1...............................................................................................................................................3
Marketing of the products................................................................................................................3
Task 4...............................................................................................................................................4
Describing the limitations................................................................................................................4
Task 1...............................................................................................................................................4
Market research of Alton Tower that contributes to the development of the company..................4
Task 3...............................................................................................................................................6
Justifying recommendation..............................................................................................................6
Task 4...............................................................................................................................................6
Marketing objectives.......................................................................................................................6
Task 1...............................................................................................................................................7
Describe the ways by which the consumer groups are targeted in selecting the goods and state the
reason behind the targeting of consumers.......................................................................................7
Developing a mind map for the goods or services of Alton Towers...............................................8
Task 1...............................................................................................................................................8
Task 2...............................................................................................................................................9
Reference List................................................................................................................................11
2

Task 1
Marketing of the products
In order to increase the range of the business and to reach to the customers around the world,
there is the importance of the proper marketing process of their products. As per Jenkin et al.
(2014, p.281), the choices of the management of the companies, they conduct their marketing
process for their products. In the marketing process of the industries, there is various similarities
and difference among the companies.
In the case of Wellacre, in order to conduct the marketing process for their online study system
this company chose both the online and offline process of marketing. The online process of
marketing of the industry including organisational website and the social networking sites, like
Facebook.
In the case of Alton Tower, this organization only focus on the online process of marketing to
reach to the customers around the world with service system of annual membership passes. As
the process of online, this industry is website, social networking sites and the TV channels.
Task 2
Similarities and differences between the marketing techniques of Wellacre
and Alton Tower
Similarities Differences
● Both the companies use the online
process of marketing
● The Aim of the both the companies to
reach to the customers all over the
world
● Attract the people toward their service
system
● Use proper marketing strategies to
conduct the process of marketing
● Though Wellacre use both the online
and offline process of marketing, but
Alton Tower use only the online
process of marketing
● In the case of online techniques of
marketing, Wellacre chose o the social
networking site, like Facebook and the
organizational website, but Alton
Tower uses extra one, TV channels.
3

Task 3
Evaluating the effectiveness of the techniques of marketing
According to Vandevijvere et al. (2017, p.32), the right process and techniques of marketing
provide the positive effect to the sale of the products or service of the companies. In the case of
Wellacre, as this industry chose both the social networking sites in order to conduct their
marketing process, so they become able to reach to the parents of the children. Attracting by the
marketing of the academy many parents choose Wellacre Academy for the system of online
education for their children. This technique of marketing provided the positive impact in the
service system of Wellacre.
Using both the social networking sites and TV channel Alton Tower able to reach to the people
around the world and get success to attract the people towards their service system. It is increase
the business range and popularity among the customers.
Task 4
Describing the limitations
Rollins et al. (2014, p.1) stated that in the time of conducting any kind of marketing the
companies needed to face various issues that provide challenges to the companies. In the case of
Wellacre Academy, though they conducted the process of marketing for their online education
system, but due to the lack of proper financial support, the organisation failed to reach to all
corners of the world. However, the aim of the academy is to attract the parents on the students
from all over the world, but the issues interrupted their objectives.
On the other hand, though Alton Towers Provided the offer of annual membership service, but
failed to attract the customer as per their requirements. The various rules and legislations
interrupted their service process.
Task 1
Market research of Alton Tower that contributes to the development of the
company
4

Product
As per the requirements of the customers around the world, Alton Tower produces their service
system. The main target of the company is to attract the customers by providing the best quality
of the service process.
Price
Maintaining the price of their service the Company attracts the customer to their service. The
proper business process of the organisation helps them to improve their service system and to
increase their commercial profit (Mookb et al. 2016, p.1220).
Promotion
Alton Tower conducts the promotion process of their service by following all the guidelines.
With the proper systematic process, the company is able to reach to the customers and can
improve their brand image.
People
For the proper quality of service, Aktib Tower appoints the employees who have experience and
good ski8ll of work in this field. Thus, the company can develop their business and can achieve
their goals easily.
Task 2
Limitations of market research
The limitation of the market research of Alton Tower is following:
Cost
Due to the lack of proper budget of the research, it became impossible to continue the market
research of the company.
Accuracy
For the failure in order to meet the accuracy of the company the research process interrupted and
the company does not get the appropriate result.
Planning
The lack of the proper planning for the market research provides the negative effect to the market
research process of the company (Hinsley et al. 2015, p.80).
Skill
The lack of right skill of the employees interrupted the process of market research of the
organisation.
5

Task 3
Justifying recommendation
In order to improve the process of marketing and to conduct the research of the market, there is
the importance of the more steps. For the proper marketing techniques Alton Tower can do the
following:
Build proper plans
In order to conduct the appropriate process of marketing, it is necessary for the companies, like
Alton Tower, to adopt various strategies. Based on the proper strategies the company can build
the right plan of the marketing process.
Search the market value
In order to make attractive the marketing of the service, it is essential to check the value of the
service and collect the information about the requirements of customers (Mookb et al. 2016,
p.1220).
Quality of product service
The best quality of service can fulfill the requirements of the customers and can attract them for
the service.
Task 4
Marketing objectives
The objectives are following:
● To develop the service system of the restaurant
● To Improve the culture of the restaurant
● To training the staffs about the customer service system
● To develop the quality of the food
● To maintain the price rate of the product service
6

Task 1
Describe the ways by which the consumer groups are targeted in selecting the
goods and state the reason behind the targeting of consumers
Business to Business Target market
Small hotels: Small hotels are situated around this particular theme park. Local restaurants are
also located in the surroundings of Alton Towers. In this context, it can be stated by (Seo et al.
(2014, p.284) that the consumers who will come to visit this specific theme park would be able to
avail these local services and is responsible for increasing the revenue of Alton Towers.
Wholesalers: There are smaller stalls, which are conducting their business activities around
Alton Towers by selling doughnuts, popcorn, waffles, and ice- cream. In accordance with the
opinion of Hoegele et al.(2016, p.636), these smaller stalls are providing a certain percentage of
profit to the owners of this particular theme park by letting the customer access food products
more easily.
Aged person: Alton towers is a theme park and the owners of Alton Towers chooses aged
people as its specified customers with the purpose of providing a leisure time. Aged customers
above 50 years can spend quality time with their friends and other close associates who make
them feel relaxed. Along with this, Alton Towers also comprises of a golf course, which is one of
the major attraction for the elderly people who are fond of playing golf (Altontowers.com, 2017).
Apart from this, there are several rides for all age groups including the aged individuals.
Young age: According to Huang and Sarigöllü (2014, p.132), the young generation likes to chill
out with their friends. It has customers with that are various rides including the THIRTEEN,
which is one of the most popular rides in the United Kingdom. Along with this, a water park in
Alton Towers lets the young age to enjoy water sports activities. Along with this, this particular
park organises Scarefest all over the year. The Scarefest ends with the display of fireworks.
There are 9 roller coaster rides which attract the attention of sportive individuals aged between
16 years to 30 years. The opening of the new theme named as Galactica took place in 2016,
which ends with as the first roller coaster ride based on virtual reality.
Elite section: The owners of Alton Towers have targeted the members of the rich and affluent
sections of the UK society in order to gain more profit percentage. By comprising Splash
Landings Hotel that has the water park in its Towers chooses an area. Along with this, Alton
7

Towers provides Conference Centres to its elite customers in order to attend business meetings,
seminars and conferences (Mayer et al.2014, p.536). Apart from this, it provides the rich and
affluent sections to spend a relaxed and quality time by facilitating spa treatment to them.
Middle -class section: Alton Towers consists of the non- themed rooms and themed rooms in
order to capture the attention of the customers who belong to the middle-class section of the UK
society. It consists of 377 rooms, which are facilitated with funny themes where middle-class
customers can enjoy quality time with their family members, relatives and close friends. The
cost of the non- themed rooms begins from £54 each room each night. The hotel complex of
Alton Towers is facilitated with 4 bars along with the restaurant facilities.
Developing a mind map for the goods or services of Alton Towers
Task 1
Mapping of Yoga session:
In order to attract the aged individuals above 50 years, Alton Towers have taken the initiative of
opening new yoga classes. For this purpose, they are going to open this yoga session in its
adjoining 5 acres of land. They are deciding to provide yoga classes to the aged male as well as
elderly females. They are planning to provide yoga classes beginning from Monday to Friday
every morning. The owners of Alton Towers are determining to begin the yoga classes from 7
am. The classes would end at 9 am. They are deciding to give evening yoga classes to both
males and females the elderly people on Saturdays and Sundays. The timing of the classes would
begin from 6 pm and continue until 8 pm. They are planning to hire experienced and skilled yoga
professionals and medical practitioners before initiating yoga sessions to the aged individuals of
UK society.
8

Figure: Mind Map
Task 2
Product/service
The Alton Towers is preparing to give yoga sessions to the elderly individuals who are aged over
50 years. Both aged male individuals and aged female individuals would be given to attend yoga
sessions. This special service to the customers aged above fifty would bring more customers to
the Alton Tower and special membership cards would attract more members. These special
services are designed mainly for the aged people who want mental peace and serenity amidst the
claustrophobic atmosphere.
Price: The owners of this particular theme park are going to undertake high- pricing strategy for
giving yoga sessions to the elderly males and females aged above 50 years. The basic yoga
classes would range from £7 per hour. The experienced and skilled yoga instructors are going to
guide the aged customers of UK. In addition to this, experienced physicians and medical
9

expertise would be available to guide the individuals attending the sessions regarding their health
based on which these aged members would be given an opportunity to learn appropriate yogas
(Seo et al.2014, p.284).
Place: The owners of Alton Towers are deciding to open yoga sessions at adjoining 5 acres of
land. The land where yoga sessions would begin should be facilitated with centralised ACs. The
place of the yoga session would be the vicinity of the Alton Theme park and members can park
their cars near the place (Huang and Sarigöllü, 2014, p.132).
Promotions
The owners of Alton Towers should offer printed pamphlets that consist of the details of the
yoga classes to the UK aged customers. Mayer et al.(2014, p.536) opined that it would be
beneficial for the respective theme park if they adopt in gathering the testimonials of the
consumers who are satisfied with the yoga service of the particular yoga session.
10

Reference List
Alton Towers Resort. (2017). Altontowers.com. Available at: https://www.altontowers.com/
[Accessed on: 23 Feb. 2017].
Hinsley, A., Verissimo, D. and Roberts, D.L., (2015). Heterogeneity in consumer preferences for
orchids in international trade and the potential for the use of market research methods to study
demand for wildlife. Biological Conservation, 190(5), pp.80-86.
Hoegele, D., Schmidt, S.L. and Torgler, B., (2016). The importance of key celebrity
characteristics for customer segmentation by age and gender: Does beauty matter in professional
football?. Review of Managerial Science, 10(3), pp.601-627.
Huang, R. and Sarigöllü, E., (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Jenkin, G., Madhvani, N., Signal, L. and Bowers, S., (2014). A systematic review of persuasive
marketing techniques to promote food to children on television. Obesity reviews, 15(4), pp.281-
293.
Mayer, T., Melitz, M.J. and Ottaviano, G.I., (2014). Market size, competition, and the product
mix of exporters. The American Economic Review, 104(2), pp.495-536.
Mook, P., Kanagarajah, S., Maguire, H., Adak, G.K., Dabrera, G., Waldram, A., Freeman, R.,
Charlett, A. and Oliver, I., (2016). Selection of population controls for a Salmonella case-control
study in the UK using a market research panel and web-survey provides time and resource
savings. Epidemiology and infection, 144(06), pp.1220-1230.
Rollins, B., Anitsal, I. and Anitsal, M.M., (2014). Viral Marketing: Techniques and
Implementation. The Entrepreneurial Executive, 19(2), pp.1-10
Seo, J.H., Perry, V.G., Tomczyk, D. and Solomon, G.T., (2014). Who benefits most? The effects
of managerial assistance on high-versus low-performing small businesses. Journal of Business
Research, 67(1), pp.284-285
Vandevijvere, S., Sagar, K., Kelly, B. and Swinburn, B., (2017). Unhealthy food marketing to
New Zealand children and adolescents through the Internet. NZMJ, 130(1449), pp.32-43.
11