Marketing Plan for Light Zoo: MKT5000 Assignment 2, Semester 2, 2019

This report presents a comprehensive marketing plan for Light Zoo, an innovative art gallery concept, building upon the market analysis from a previous assignment. The plan begins with an executive summary, followed by a detailed analysis of the target market, including overseas and domestic t...Read More

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

Target Market Description
Deciding a target market for every business is extremely necessary. After all, one cannot market a
product to all the people in the world neither will it appeal to everybody. The idea of creating a
target market is to determine the groups of people or the segments in the market that are likely to be
most interested in the proposed idea. The most important customers for Light Zoo would be the
overseas and domestic tourists that are trying to find the authentic Australian experience
(Tra.gov.au. 2019). The site is likely to provide that to them. Another target segment will be the
teachers and students of the primary and secondary schools. This site will provide the students with
practical and visual representation of the theories that they learn in their classrooms. As the
proposed site is presented as an entertainment and educational place, age demographics and age
based market segmentation is not required. The site would be marketed as a universal entertainment
and leisure site where people of all age and profession can come and enjoy the show, spend time
with friends and family, share meals and learn something valuable. For the local visitors this site is
likely to be presented as artistic experience and a place to spend leisurely time (Aghdaie &
Alimardani 2015). This place is also likely to kindle the design thinking and the artistic ability of
people and thus, art students and enthusiasts and artists are likely to be greatly attracted to this
place.
The market personas as decided in the 1st assignment were a Chinese police officer aged 28. This
demography generally comes for short trips and are likely to spend a considerable amount of time in
the establishment. They want unique and authentic experience as well as value for money. The
experience needs to be not extremely exhausting and the site is likely to provide just that. Other
personas include a retired person aged 78 who is an ex-engineer. He has an inquisitive mind and
likes to remain active. These kinds of people are prime target for the marketing plan (García 2013).
The light rooms will provide them with much food for thought and they are likely to spend a day
full of activity and interesting ideas. Another market persona is a high school physics teacher who
wants students to learn the fundamentals and be able to apply their knowledge in practical instances.
This site will provide customers like him a perfect opportunity for exploration and gathering of new
ideas. He will also be able to take his kids as well as his students to an educational tours so that he
can align theory with practice.
5

Strategic Focus
The strategic focus of Light Zoo will be to create a distinctive positioning in the market in terms of
featuring art forms and offering unique presentation of arts by means of innovation and illusions.
Thus, creation of distinctive market positioning among the arts sector is the core strategic focus of
Light Zoo (Harris, Gibson & McDowell 2014).
However the market position of Light Zoo will be distinctive only when Light Zoo will have
extensive market presence and significant relevance in the market. Hence, growth strategies should
be designed and initiated by Light Zoo and the following section will discuss about the different
growth approaches available for them on the basis of Ansoff’s matrix.
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Growth Strategy
According to Ansoff’s matrix, there are majorly four growth alternatives available for Light Zoo.
The first alternative for Light Zoo is market development. In the case of market development, Light
Zoo should enter beyond their current market areas. Currently, Light Zoo is a proposed idea and
thus they have not started the operation yet. However, the first market area for starting the operation
of Light Zoo will be the tier I cities of Australia. This is due to the reason that tier I cities will have
the most socially aware customers who will be interested and attracted towards the concept of art
gallery (Hussain et al. 2013). Moreover, it should be noted that tier I cities will be located because
audiences from these areas will have the higher financial affordability to avail the leisurely services
of Light Zoo. In terms of the market development, it is recommended that Light Zoo should start
their business in the Australian market in the initial stage and gradually they should enter in the
foreign neighbouring countries such as New Zealand. Thus, the more market will be developed and
tapped, the more will be the target audiences for Light Zoo for the same value propositions.
The next element is the market penetration. This refers to the process of increasing the service
variants in further penetrating in the existing markets. In the case of Light Zoo, price should be
targeted for penetrating across the price points and audiences. Hence, it is recommended that in
order to further penetrate in the market, Light Zoo should offer their services at different price
points. For example, shorter format of the light shows with lower ticket price (Gianos 2013). This
will help Light Zoo to increase their audience footfalls in the studio and increasing the volumes.
The major advantage that will be gained by Light Zoo from this growth option is the absence of
risks involved in entering in new markets.
The next option for Light Zoo in terms of growth strategy is product development that refers to the
developing of new services apart from the current offerings. For example, currently, Light Zoo will
offer different light and illusion based art forms, which can be further diversified in to different
forms by the addition of the sound and other elements. The more diverse and extended will be the
service offerings for Light Zoo, the more diverse will be the target customer segments for them
(Hussain et al. 2014). For example, if light and sound shows can also be offered, then audiences
having preferences for this can be targeted. Hence, higher sets of revenue can be gained from the
existing market region and without taking the risks of entering new locations. However, it should be
noted that cost is involved in the new service development for Light Zoo and designing them
according to the market trends.
The last growth option available for Light Zoo is the diversification, which refers to the offering of
new services in the new market regions. However, this is not a viable option for Light Zoo because
it involves the maximum risks (Chernev 2007). Moreover, Light Zoo is a proposed idea and thus
diversification can also be initiated after the initial establishment in the core target segments.
7

Customer Journey Map
Customer journey map involves different stages based on the flow of experience of the customers in
a purchase decision. The following map will describe each of the stages of customer journey for
Light Zoo including the respective touch points.
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Awareness Consideration Acquisitions LoyaltyService
Social media
platforms,
Outdoor
media
Print media,
happy to help
Locations in
elite and
central
business
areas
Dedicated
customer
care
platform,
counter,
kiosk
Social media
platforms,
customer cell
Touch
points

The above customer journey map of Light Zoo shows the major five stages. The first stage refers to
the awareness where the customers are communicated about the presence of certain products or
services. In the case of Light Zoo, social media platforms are involved in directly connecting with
the potential audiences and gathering their feedback (Anderl et al. 2016). Thus, the audiences are
aware now about the presence of Light Zoo in the location.
The next step is the acquisitions, which refers to the buying process of the customers. In the case of
Light Zoo, the touch points for the services buying of the audiences will be gallery and virtual ticket
portal. Hence, the audiences will have round the clock availability for purchase decisions due to the
presence of the online mediums (Haugstveit, Halvorsrud & Karahasanovic 2016). In this case, the
distribution of the services will determine the extent to which the customers are having purchase
availability at their conveniences.
In the next stage, customers went to experience the services of the bought services. In the case of
Light Zoo, the touch points in this case will be the dedicated customer care platform where the
queries and grievances will be met (Lemon & Verhoeff 2016). Thus, will ensure that after sales
services are favourable for the customers, which further send the customers to the last stage, loyalty.
In the case of Light Zoo, social media platforms and customer cells will be involved in engaging
with the existing audiences and to maintain their loyalty.
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Value Propositions
Value propositions of Light Zoo will include the maximum level of customer convenience, proper
sightings and distinctive experiences. The value propositions for them will be classified in terms of
core service and added services. In terms of the core services, value propositions for Light Zoo will
include the distinctive lightings and sightings. There are few competitors for Light Zoo will be there
in the market and their propositions will be identified. On the basis of that, distinctive core services
will be identified for Light Zoo. The gallery for the audiences will be strategically located where
they will be able to cover the entire area from to and fro (Skalen et al. 2015). Hence, it will be
designed in a single way direction. Majority of the competitors of Light Zoo are using artificial
lightings, while Light Zoo will also utilize the natural sun light for the illusions. This will be a
distinctive experience for the audiences because of the alternate usages of sun light.
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Positioning Strategy
The positioning strategy of Light Zoo will be based on the following strategies:
Customer benefit: the proposed site is created in such a way that it is likely to benefit most of the
consumers by highlighting on the characteristics such as unique, authentic, first ever so that the
consumer segments are easily attracted (Akpoyomare, Adeosun & Ganiyu 2013). The benefits such
as educational and technology should also be highlighted to specific segments. The emphasis should
be on one of a kind experience that no one is likely to get anywhere in Australia. In this case, the
idea is likely to become a market leader is correct customer benefit positioning strategy is used. For
example, the tourists want experiences that are unique and fun. They provide entertainment,
recreation, refreshment and new authentic experience as well. The positioning strategy here would
be that the Light Zoo provides Unique Australian light art experience which is also mind-blowing
fun. For the curious minded foreign travellers it is a great source of ideas and for the segment of
education the site brings together the theory and the application together. The positioning for them
would be shining a light on your science and Physics classrooms with the fun and educational
student excursion in Light Zoo. For the local people, it provides a local recreational place and ever
changing experience.
Use or application: the best way to position the proposed site is on the use of it. It has multiple
uses and one or the other is likely to appeal to each segment (Saqib 2019). For example, for the
tourists they provide them with complete experience that they are not likely to forget. The locals
have the opportunity to be a part of this spectacle which is first ever in world. All the other minor
segments are likely to be attracted by the site as it is universal and provides an experience that has
an aesthetic value. For the design thinking segment, this place provides the opportunity to engage
their minds into creative thinking, building teams and exploring similar ideas or to create something
new with light.
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Marketing Objectives
Specific Measurable Achievable Relevant Time frame
To create market
awareness
Minimum 50
percent of target
market region
will be covered
Light Zoo Light
Zoo is designing
their marketing
strategy targeting
the Australian
region
The more will be
the market
coverage by
increased
awareness, the
more will be the
business
potentiality
1 year
To increase the
footfalls
20 percent of the
targeted
audiences should
visit for once
Distinctive value
propositions can
help in attracting
the audiences
The more will be
the footfall, the
more will be the
viability of in the
market
1 year
To tap new
markets for
further market
presence
More than 25
percent of the
revenue should
come from the
new market
regions
Expertise from
the core market
will help to have
the
understanding
about how to tap
the new markets
With the tapping
in the new
market regions,
revenue and
viability for
Light Zoo will
get increased in
the long term
2 years
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Marketing Tactical Plan (7Ps)
A tactical plan enables the marketing strategy to become attainable (Pavel 2013) Tactical plans are
more focused and result oriented. They are created in order to carry out the day to day marketing for
the proposed idea. These are mostly short term with specific goals and objectives. Created in
structured way, these help creating awareness and to achieve the larger goals more easily. Every
tactical marketing plan has four layers, Segment Marketing, Lead Nurturing, Sales Enablement and
Customer Marketing.
Segment Marketing: this is the first layer of creating an effective marketing tactical plan
(Weinstein et al. 2014). In this stage, prospect customers are attracted for which mediums like
social media and natural search engines are used. This method is used to convert the prospects into
leads.
Lead Nurturing: this is the second step for creating a tactical plan, in this stage, the leads are
engaged through automation processes and converted to opportunity.
Sales Enablement: the opportunities are identified and sales tools and training are applied on them.
This method is applied so that the opportunity can be converted to customers.
Customer Marketing: once the customers are properly identified and located, the tactical plan is
implemented upon them. A continuous relationship is maintained with them in order to ensure that
they become repetitive buyer of the same product (Gupta 2017).
Depending on the marketing tactics layer described above, a marketing tactical plan has been
created.
Product: the product that is being introduced into the market needs the best features of the product
are highlighted in the product segment. In this case, the product features are unique experience,
authentic Australian experience, educational tours, leisure tours, dining under starlight, fun tours
and camping experiences. The consumers want these experiences and the proposed product
provides that (Morrison 2013). Using social media and SEO enhanced search, the product can be
better marketed. The product that is being offered here is unique and one of a kind. That is the USP
(Unique Selling Point) of the product. Along with that it gives a purely Australian feel. Australia
has many animals and birds that are completely indigenous to them. This is a great opportunity as
well to promote ideas of wildlife preservation.
Price: the pricing strategy will be value and penetration. As the concept is completely new in the
market, it is necessary that major portion of the population and tourists experience the idea. Thus,
different price slabs based on different kinds of experience will be created. There will be options of
food and drink, only tour, leisure tour, stay at camps and many more in order to attract most
customers. This pricing strategy will make sure that the customers come back for more and better
experience through the premium packages (Ciriković 2014). Moreover, the student excursions and
group tours will have special discounts so that more people related to education sector are interested
in the product. Membership discounts and special services will also be offered to create a loyal
customer base.
Place: the place where the structure is built needs to be decided with due consideration. It creates
value to the product and more customers are attracted with right place (Magatef 2015). In the case
of Light Zoo, as it is an entertainment and attraction for both the locals as well as the tourists, it
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needs to be located centrally, at the heart of the city. It needs a vast space as it includes camping
grounds and other facilities. The location needs to have a good connectivity so that people can reach
there easily. Ticket booking should be made available via online and onsite bookings.
Promotion: promoting a new product needs consideration of the communication tools. In this
regard direct marketing is most effective for the locals. Creating banners and posters, television
advertisements and marketing through event invitation will work best on them. For the tourists,
using the social media and SEO services will create greater awareness (Andreki & Yazdanifard
2014). Collaborating with the online and other local travel agents will also help promote the product
to the tourists. In order to promote the product to the educational institutions, campaigns at the
institutions, talking with the teachers might be effective. Using email marketing, podcasts, image
and video marketing and blogs will create much awareness.
People: people are the most important part of creating value of nay product or services. In order to
successfully market the products and run the site, hundreds of people will be needed. A team of
engineers and architects will be needed to create the structures as well as the facilities. Other than
that, a recruitment officer and manager of the workforce will be required. Several tour guides and
facility providers, cooks, and other experts will be needed. Sales persons will be needed for
promoting the product. Along with them, ground staffs, security officials, cleaners, electricians and
construction workers will be needed. All of these human resource needs to be managed effectively
and thus a human resource manager is needed. Along with that, a risk analysis and risk management
team should always be at work in order to determine and mitigate any risk that may arise due to the
work. Including local people into the workforce will also help in the popularity (Truong & Hall
2013).
Process: the delivery of the service will have three phases. The first phase will be the facility of
ticket bookings, event bookings, enquiries and other discussions both online and face-to-face via the
sales representatives. This will provide them with pre-experience satisfaction where the customers
can be satisfied that they have chosen the right option. The second phase would be the experience
itself. There will be numerous tour guides, security personnel, engineers and designers to keep the
system running smooth. There will be cafeterias, restaurants campsites, bonfire, barbeque and many
other options that will contribute to the process. The process will also include free seasonal tickets
from lottery, discounts, group pass, educational pass and many other offers for customer
engagement (Dolnicar & Ring 2014).
Physical evidence: every product as well as services that are being offered in the market has some
king of physical evidence. In case of Light Zoo, the physical evidence is the place itself. The
location, the light rooms and facilities are all parts of physical evidence and would be used to
market the product. Learning about these through guides brochures and events will engage more
audience. Using newsletters and email marketing is also effective in this regard (Mariani et al.
2014). Using all these tactics will ensure that most of the potential customers are aware of the
product and the tourists are including Light Zoo into their must watch list.
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Marketing Implementation and Control
Key performance indicators will be developed for each of the seven elements of the marketing mix
strategy of Light Zoo. The following sections will discuss these key performance indicators for the
market mix elements of Light Zoo.
Marketing mix
element
Key performance
indicators
Measurement
Product Increase in audience footfalls Determination of the change in the
footfalls of the audiences will help to
identify the effectiveness of the service
aspects in attracting the new customers
and vice versa (Parmenter 2015).
Price Increase in business revenue Determining the business revenue will help
to identify the effectiveness of the pricing
element in increase in return and
profitability of Light Zoo. Footfalls may get
increased but due to ineffective pricing,
profit margin will not get increased. Thus,
effectiveness of the pricing can be
determined (Schaltegge & Burritt 2014).
Place Increase in service
availability and locations
Determination of the service availability
of Light Zoo will help to identify the
extent to which market penetration is
achieved with the recommended place
and distribution strategy. If the service
availability of is still beyond the reach
of the major section of the target
customers, then the marketing plan will
be proved as ineffective and vice versa
(Wu & Chen 2014).
Promotion Increase in market awareness Determination of brand awareness will
help to identify the effectiveness of the
promotional strategy of Light Zoo. The
more will be the brand awareness in the
market, the more will be effectiveness of
the promotional strategies and vice versa
(Zhang et al. 2014).
Physical evidence Customer loyalty Physical evidence is effective in
ensuring the customer loyalty because it
determines the mind sets of the
customers. Thus, the more will be the
customer loyalty of Light Zoo, the more
will be effectiveness of the physical
evidence of Light Zoo.
Process Customer feedback Customer feedback will help to
determine the effectiveness of the
process in the service delivery. This is
due to the reason that the more effective
and favorable will be the service
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delivery process, the more will be the
favorable customer feedback and vice
versa (Harvey & Sotardi 2018). Thus,
customer engagement methods will be
followed to gather the feedback from the
customers regarding the service delivery
process.
People Employee feedback Employee feedback will help to identify
the extent to which the people
management of Light Zoo is effective.
Thus, the more effective and efficient
will be the people management process,
the more will be the favorable feedback
from the side of the employees and their
level of satisfaction and vice versa
(Rodrigue, Magnan & Boulianne 2013).
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Reflection
Through the assignment I engaged in various tasks. First, I had to research extensively on a new
concept that have both aesthetic and learning aspects. Moreover, I also had to ensure that it includes
Australian element in it. In this stage, a teamwork effort would have been helpful as teams can
brainstorm new ideas and discuss them to come up with a product or service. Through teamwork,
the product development would have been much smoother and interesting. The proposed product
could have been more interesting as while working in a team, new ideas and opinions generate and
they can be incorporated into the development of a new product or service (Crawford & LePine
2013).
In the next stage I had to research about similar structures and likely competitors. I had to research
and unearth the data related to the competitors to be able to compare them and determine the
expected footfall in the proposed site. This research would have taken much less time and effort if
there was a team involved. Teamwork enables to distribute the required work and reduce the
workload. Through team work new research methods can be adopted. For example, if I was a part
of team, we could have gone to the GOMA and Queensland Museum and talked to the managers
and archives in order to find the data that were needed for the study.
The next step was to determine the marketing objectives, value proposition and marketing plan.
This also would have been much more interesting and diverse if there was a team. Team members
would have contributed towards the development of tactical marketing plan. Different approach and
style could have been incorporated by team work (Eliasa 2014). The last stage, the implementation
and control can be done quite easily by individual effort though, through teamwork, it is always
possible that some new ideas would have evolved.
17

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