1
FALL2022- MKT301- 35W- TEAM- ASSIGNMENT 1
SEGMENTATION/ TARGETING/ POSITIONING (STP):
THEME AND AMUSEMENT PARKS
This primary team- task is value 10 factors.
Its grading might be based mostly on three standards:
1 Content material refers back to the remedy of the subject logically and analytically. That is the substance, the
“what” of the paper; what you needed to say concerning the matter, what you offered in protection of your
place, and what your Assessment revealed about thought processes and grasp of the fabric you
grappled with. Content material additionally refers to using the ideas taught throughout previous lessons.
2 Group is the best way your paper is offered, together with each the general group and the
association of sub-parts. These embrace related title and subheadings; introductory materials,
the place wanted; connective and transitional hyperlinks; and what was known as “rhetoric”: the skillful
association of the items for max persuasive impression on the reader.
Three Mechanics refers to using Spelling and Grammar examine, using Commonplace English, the
fundamentals of sentence construction and punctuation, and efficient and delicate phrase selection utilization.
This task should use the next format when submitted:
• FONT measurement: 12 (Occasions New Romans ONLY for each headings and physique of task)
• FONT shade: solely black
• 1.5 spaced content material
• Essential: A MINIMUM OF Four pages is requested (6 pages most)
2
INTRODUCTION
This team- task permits you to display your information of the Segmentation, Concentrating on,
and Positioning (STP) methods, that are important for profitable advertising. In consequence, the
task addresses the crucial considering abilities of idea utility and technique formulation,
the advertising practical space abilities of STP, written communication abilities, in addition to your individual
private concept era and creativity abilities.
By working in a crew, you’ll use the knowledge offered and extra info situated
by yourself to create a singular theme park design and formulate an entire STP technique for it.
The market may be home or international and the theme park is a bodily location.
Case Goal — Develop a theme park concept (Three completely different sights) with a exact goal market
that might be profitable in the actual world.
Case Background — Quite a lot of theme park info hyperlinks are listed beneath. As well as, your
strategic advertising targets are supported by the reference article titled, “Success Elements of Theme
Parks: An Exploratory Examine” by Birgit Pikkemaat, and Markus Schuckert, from a 2007 situation of
the Tourism journal.
Three
Record of References:
***http://en.wikipedia.org/wiki/Amusement_park
***https://en.wikipedia.org/wiki/List_of_amusement_parks
***https://www.alltopeverything.com/most-popular-amusement-parks-in-the-world/
http://www.themeparkreview.com/
http://www.themeparks-us.com/
http://www.screamscape.com/
https://www.travelandleisure.com/sights/amusement-parks/best-amusement-parks-in-the world
https://vacationidea.com/concepts/best-amusement-parks-in-usa.html
https://familyvacationist.com/amusement-parks-for-kids/
https://www.theparkdb.com/weblog/an-introduction-to-indoor-entertainment/
***https://www.businessperspectives.org/pictures/pdf/functions/publishing/templates/article/as
units/3633/im_en_2010_4_Gothelf.pdf
https://slideplayer.com/slide/7113227/
***https://www.academia.edu/2202581/A_perceptual_mapping_approach_to_theme_park_visito
r_segmentation
https://daxueconsulting.com/china-worlds-largest-amusement-park-industry/
Szu-Ju Lin, Chao-Hua Li, and Ching-Sing You (2012). Shopper conduct and notion of
advertising technique for amusement parks: A case examine of Taiwan. African Journal of Enterprise
Administration, Vol. 6(14), pp. 4795-4803.
https://citeseerx.ist.psu.edu/viewdoc/obtain?doi=10.1.1.981.5761&rep=rep1&kind=pdf
Milman, A., Tasci, A.D.A., and Wei, W. (2020). Crowded and well-liked: The 2 sides of the coin
affecting theme-park expertise, satisfaction, and loyalty. Journal of Vacation spot Advertising &
Administration.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7485498/
Theme Parks Get Again on Monitor.
https://www.oracle.com/industries/food-beverage/sports-entertainment/theme-park-trends/
As Customers Really feel Snug once more, Amusement Parks May very well be in Line for a Busy
Summer time
https://morningconsult.com/2021/06/30/amusement-parks-pent-up-demand/
Theme Park Advertising & Business Developments Shaping 2023.
https://linchpinseo.com/trends-in-the-theme-park-industry/
Four
The science behind the Disney magic!
https://mpk732t12016clusterb.wordpress.com/tag/perceptual-mapping/
A Information to Theme Park Goal Market
https://mapchise.com/weblog/a-guide-to-theme-park-target-market/
5
INSTRUCTIONS
Listed here are the precise steps to finish the STP of a Theme Park:
FIRST, develop a singular THEME PARK IDEA and identify it by combining/modifying present
theme park sights and creating fully new options. Use the desk beneath and background
hyperlinks above to information your concepts.
Describe THEME PARK IDEA intimately with 1 web page of content material.
Forms of Theme Park Enjoyable YOUR
Theme Park
Decisions
Goal Market Prospects &
Positioning
RIDES & AMUSEMENT
(Disney, 6 Flags, Kings Island, Busch
Gardens)
ADVENTURE & ROLE-PLAY
(Common, H-Potter, Disney)
MUSIC & ENTERTAINMENT
(Freestyle, Exhausting Rock)
SPORTS & ATHLETICS
(ESPN/Disney, Sports activities Camps)
PARTICIPATION &
INTERACTIVITY
(LegoLand, Disney, Museums)
EDUCATION
(Colonial Williamsburg, SeaWorld,
Aquariums, Zoos, Planetariums,
Museums, Disney)
OTHER
(World/Overseas Themes,
New/Unique Concepts, and so on.)
6
SECOND, Segmentation of the market.
Step one of the STP advertising mannequin is the segmentation stage. Segmentation refers back to the
strategy of dividing your viewers into smaller teams based mostly on sure traits. This course of
permits you to group your particular person viewers members into related teams so you may higher
talk your merchandise, options, and advantages that could be most related to them.
Your purpose is creating numerous buyer segments based mostly on particular standards and traits that you simply
select. The 4 major sorts of segmentation embrace:
1. Geographic segmentation: Dividing your viewers based mostly on nation, area, state, province,
metropolis, local weather, terrain, city/suburban/rural, metropolis measurement/ inhabitants density
Geographic segmentation could be most useful for:
a) small/native companies selecting to have interaction in native advertising solely
b) main retailers deciding on new location for market enlargement/growth
c) worldwide manufacturers/corporations deciding on new nations/areas for his or her market enlargement
d) corporations working in various nations with a number of distinctive areas
e) extremely logistically dependent corporations (producers, wholesalers, transport)
2. Demographic segmentation: Dividing your viewers based mostly on age, gender, revenue,
schooling degree, occupation, household measurement, household life stage/cycle, faith, ethnicity, and so on. It
solutions the Question Assignment of who your purchaser is.
It’s a quite common segmentation method as a result of it’s easy, simple to know, low value, and may be constructed rapidly and exactly from authorities sources, comparable to Census
information. Demographics might present a very good start line to segmentation, if we will mix
a number of of the segmentation variables. To provide us extra details about a selected
section.
Three. Behavioral segmentation: Dividing your viewers based mostly on how they behave and work together
with what you are promoting: What they purchase, how usually they purchase, what they browse, and so on. Which
merchandise do they purchase, which manufacturers they like, how value delicate are they, how model
loyal are they, what are their perspective towards the product/service.
Frequent variables:
a) Key advantages sought
b) Degree of brand name loyalty
c) Diploma of value sensitivity
d) Quantity of purchases = heavy or gentle customers or non-consumers
e) Event = seasonal, special day versus on a regular basis buy
f) Purchaser readiness stage (or stage of their customary journey)
g) Consumer standing
h) Utilization charges
Four. Psychographic segmentation: Dividing your viewers based mostly on why your purchaser buys (e.g.,
priorities, persona traits, and beliefs and values)
Psychographic variables embrace persona traits, existence, individuals’s actions, pursuits,
and opinions (AIO), values, and mindsets. In different phrases, we’re searching for to know the
7
shopper as an individual first. What motivates them, what pursuits them, what they worth, and
so on?
It’s usually a lot deeper and extra insightful than both geographic or demographic
segmentation, however and not using a related connection to shopper conduct it lacks usability for
entrepreneurs.
It’s essential be sure that the ensuing segmentation construction is appropriate for focusing on, place, and
advertising combine.
Once you cut up shoppers into market segments, closing segments should be:
a) Clearly identifiable – we all know the kind of shopper who’s in every section (that’s, the
traits which have resulted in them being categorised into that section)
b) Straightforward to measure – we will measure the scale and progress charge of the section
c) Massive sufficient to be worthwhile – the seemingly gross sales and income might be sufficiently worthwhile for our
agency
d) Mutually unique – shoppers are inclined to logically match into one section solely
e) Distinctive conduct – from a advertising perspective, consumersin every section act comparatively in another way
(when it comes to purchases), relative to the opposite segments recognized
f) Reflective of shopper conduct – the segments present clear perception into how these shoppers
behave with buying and/or their response to advertising combine ways
g) Workable as goal markets – reachable by means of communications, we’ve the
capability/sources/entry to channels, and so on.
h) Informative – segments ought to present the marketer with useful (and even predictive) info
concerning the shoppers out there
i) Strategic match – segments that work effectively in our technique and enterprise aims
j) Logical and straightforward to speak – the segments make sense to us as a enterprise, and they’re simple
to speak to related workers and administration
Ideally, most companies could be finest to have a look at Three to five segments when dissecting their markets.
If we solely have one section, then we’ve not engaged in market segmentation, as that is the
whole market.
In your case, you have to have Three-Four segments and goal 2 segments.
THIRD, step two of the STP is focusing on the marketplace for your distinctive theme park. Your major purpose
is to have a look at the segments you may have created earlier than and determined which segments you created throughout
the segmentation section are value pursuing. Your very best section(s) is (are) one that’s actively
rising, has excessive profitability, and has a low value of acquisition.
1. Dimension: Contemplate how giant your section is in addition to its future progress potential.
2. Profitability: Contemplate which of your segments are prepared to spend probably the most cash in your product
or service.
Three. Reachability: Contemplate how simple or troublesome will probably be so that you can attain every section along with your
advertising efforts.
Four. Distinction: There needs to be a measurable distinction between any two segments. The shortage of it leads
to pointless duplication of efforts.
eight
5. Advantages: Totally different advantages appeal to completely different segments.
When deciding on your goal section(s), don’t forget that every thing you contemplate suits along with your
goal prospects and their wants.
What’s the goal advertising technique used:
a) Undifferentiated (mass) advertising
b) Differentiated (segmented) advertising
c) Concentrated (area of interest) advertising
d) Micromarketing
Describe TARGETING intimately with TWO (2) pages of content material.
FOURTH, decide, describe, and chart the very best DIFFERENTIATION, POSITIONING &
PERCEPTUAL MAP STRATEGY to your distinctive theme park. Take into consideration the meanings within the
thoughts of shoppers that may differentiate you from two competing theme parks. Use the
“positioning bases” to find out how your theme park can obtain a fascinating place within the goal
shopper’s thoughts (e.g., closest to the “very best”). After the Positioning Technique is set, chart
the “Perceptual Map” that illustrates your theme park’s model area within the goal shopper’s thoughts,
in comparison with two competing theme park manufacturers.
Whereas segmentation and focusing on are about prospects, positioning is about your product from the
buyer’s perspective. You’ll be able to contemplate positioning because the bridge that connects your product with
the viewers. That is the stage the place you carry out competitor Assessment, determine your worth
proposition, and talk that to your prospects.
Based mostly on what your model stands for, you may place your product in a number of methods. If you’re in
the posh market, you may enchantment to the ‘need for status’ amongst prospects by positioning
your self as a standing image. Or, in the event you fall within the funds class, you possibly can differentiate your self
by providing extra advantages to your goal at a decrease value than your opponents.
Describe DIFFERENTIATION AND POSITIONING intimately with TWO (2) pages of content material.
Attending to the Proper Place
Arriving at the very best positioning and differentiation technique entails a course of. The purpose of the
course of is to design an id that each confirms the worth of the product, service, or model within the
buyer’s thoughts and explains why and the way the providing is healthier than the competitors. To achieve
that purpose, entrepreneurs usually comply with a positioning course of comprised of the next 5 steps:
a) Verify your understanding of market dynamics
b) Determine your aggressive benefits
c) Select aggressive benefits that outline your market “area of interest”
d) Outline your positioning technique
e) Talk and ship on the positioning technique
Step 1: Verify Your Understanding of Market Dynamics
Initially of the positioning course of, you want a agency understanding of your goal market.
9
Step 2: Determine Your Aggressive Benefits
A aggressive benefit is a few trait, high quality, or functionality that permits you to outperform the
competitors. It offers your product, service, or model a bonus over others in buying
choices. There are other ways to distinguish your product/service:
a) Product differentiation (sturdiness, reliability, repairability)
b) Service differentiation (comfort, supply, set up)
c) Channel differentiation
d) Folks differentiation
e) Picture differentiation
Aggressive benefit might also come from:
a) Value: One thing in your manufacturing course of or provide chain might make it doable for you
to offer comparable worth at a decrease value than opponents.
b) Options: It’s possible you’ll present tangible or intangible options that your opponents don’t:
for instance, extra colours, higher style, a extra elegant design, faster supply, personalised
service, and so on.
c) Advantages: It’s possible you’ll present distinctive advantages to prospects that your opponents can’t
match. Advantages are intangible strengths or outcomes your buyer will get once they use
your providing. For instance, time financial savings, comfort, elevated management, enjoyment,
rest, extra decisions, feeling higher about oneself, and so on.
Create a listing of the issues that make you completely different from opponents in constructive methods. Then establish
which of those components are additionally aggressive benefits: the influential factorsthat provide help to carry out
higher within the market and trigger prospects to decide on your product, service, or model over different
choices.
As a rule, it’s comparatively simple for opponents to undercut your pricing or match your options, so
it’s troublesome to keep up a constant aggressive benefit in both of those areas. Market-leading
merchandise, companies, and types are almost certainly to distinguish based mostly on advantages—the intangible
strengths and outcomes which can be tougher for opponents to match.
You don’t essentially want an extended listing of aggressive benefits, however your listing needs to be
substantive: it ought to embrace the issues that actually create distance between your providing and
opponents. Dig deep to establish the intangible advantages your prospects expertise–or intangible
advantages they may expertise—out of your providing that make it completely different and higher than the
options.
Step Three: Select Aggressive Benefits That Outline Your Area of interest
Your listing of aggressive benefits represents a set of doable positioning methods you possibly can
pursue to your product, service, or model. The subsequent step is to look at how these components match into
buyer perceptions of your broader aggressive set. Your purpose is to choose a positioning method
that provides you a singular and valued place out there that opponents aren’t addressing.
A perceptual map is a good device for this step. Perceptual maps create an image of how completely different
opponents are positioned out there, based mostly on the important thing standards that strongly affect buyer
choices.
10
Entrepreneurs use these kinds of perceptual maps to establish gaps out there; these ones symbolize
alternatives to fill a distinct segment out there that is not being addressed.
An alternate method for you is to listing two most vital opponents and their aggressive
benefits. Then, add your individual providing and aggressive benefits to the listing. Based mostly on the
options obtainable to prospects, take into consideration the place there are gaps between what prospects need
and worth most and what they’ll get from the alternatives obtainable right now. Determine the place your
aggressive benefits may help you match into these gaps, since they would be the most promising
positioning approaches for you.
Step Four: Develop Your Positioning Technique
Sturdy positioning makes use of your most promising aggressive benefit to carve out the area of interest you
will fill higher than anybody else. Your positioning technique takes this aggressive benefit to
clarify what distinguishes you from the competitors. Maybe you ship an emotional profit
that your target market does not get anyplace else (haunted fort attraction).
You’ll be able to comply with anyone or a mixture of the next positioning methods:
a) Class-based positioning– determines how are your services or products higher than the prevailing
options available on the market.
b) Shopper-based positioning– aligns your product/service providing with the target market’s
behavioral parameters.
c) Competitor-based positioning–is an easy method to show you might be higher than opponents.
d) Profit-based positioning– advantages that prospects will get from buying your product/service.
e) Value-based positioning– distinguishing based mostly on the worth for the cash individuals get when buying
your product/service.
f) Attribute-based positioning– Opponents, value, and advantages apart, this requires zeroing in on a
distinctive promoting proposition that makes your services or products stands out from the remainder.
g) Status-based positioning– proves that your merchandise provide a sure increase in standing to those that
buy.
Step 5: Talk and Ship on Your Positioning Technique
Speaking your positioning technique begins with making a positioning assertion. Your
positioning builds on a aggressive benefit, and it’s important so that you can ship on the
expectations your positioning units in prospects’ minds. It’s best to design your positioning
technique to endure over time, whereas recognizing that it will probably and needs to be adjusted from time to
time to mirror adjustments within the aggressive set, your goal section, market tendencies, and so forth.
In case your positioning is predicated on being an excellent “life-style” match to your target market, for instance,
it is advisable to display how your providing is attuned to the wants and experiences of this viewers.
This consists of evolving as your goal section evolves. In case your positioning is predicated on “proudly owning”
an vital profit like delight, then you need to discover all of the methods you may ship that profit
higher than any competitor who may attempt to imitate you.
All of the various factors that you simply thought-about earlier than ought to have made it simple so that you can establish
your area of interest. There are three positioning components that may provide help to acquire a aggressive edge:
a) Symbolic positioning: Improve the self-image, belongingness, and even ego of your prospects.
b) Practical positioning: Clear up your buyer’s downside and supply them with real advantages.
11
c) Experiential positioning: Concentrate on the emotional connection that your prospects have along with your
product, service, or model.
Probably the most profitable product/service positioning is a mix of all three components.
The advertising combine gives the set of coordinated instruments you utilize to execute in your positioning
technique. You may consider your positioning technique because the tune you need your goal section to
hear. The advertising combine is the way you orchestrate and harmonize that tune, making it a memorable,
most well-liked selection to your goal prospects.

Published by

Essays

View all posts