Target Markets: Bristol Zoo Essay

ristol zoo targets different markets, it offers a discount for paying groups and 1 adult is admitted for free with 7 paying children. This encourages schools to take trips as it will be cheap and the adults do not have to pay anything. Bristol Zoo also offers free admission the under 3’s therefore encouraging parents to take their kids to the zoo as it is only one admission fee you have to pay. They also have concessions for students and OAP, Old Aged Pensioners.

Within the zoo, the zoo offers a large variety of activities and services; it has lots of feeding sessions and animal talks, such as a lion talk a penguin feeding and talk. These are offered for particularly children to get them interested in animals while learning something at the same time. In the zoo, disables toilets are offered to target disabled people.

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The zoo also has a baby feeding room this will target parents with young kids. The zoo also has an activity centre /education centre, this is aimed especially at school groups as it offers a chance to get close to animals and learn information about the zoo and about animals.

The zoo also offers many event s throughout the year encouraging people of different ages, gender, lifestyle, social class and ethnicity. The zoo has offered in the past jazz picnic’s I think this is aimed at higher class people (class 1-3) as I think people from class 4-8 would not appreciate jazz and it think that people classed lower would not pay to see jazz if they are low on income anyway if they went to the zoo it would be purely for the animals. I think this is also true in the works of Shakespeare that is put on in the zoo I again think people from classes 1-3 would appreciate it more.

‘Living sea’ I think the zoo targets this at women as its quite a soppy title and I don’t think men would say to their mates lets go to Bristol zoo to see ‘ the living sea’ for this reason I think this is aimed at women. Santa’s Christmas grotto is aimed at small kids as adults are unlikely to want to go and see a fictional character unless they are a family or accompanying young children. The pantomime the three musketeers, I think would be mainly aimed at middle aged men as it is comedy and I think men would prefer this over any other pantomime.

I think the Easter bunny’s egg hunt is for kids as they believe in the Easter bunny thus would like to go round finding eggs. I do not think again adults would do this activity as the Easter bunny is a fictional character. Bristol Zoo offer a senior citizens week this is aimed at older people as they will have activities for the elderly there. The Zoo also has club scout weekends this will be aimed at young boys as that is what the scouts are.

They also have along the same theme Brownie weekends this will be the same as the scout weekends however this will be for young girls as the brownies is for young girls. Bristol zoo also offers a Christmas lunch this is mainly aimed at families with kids as people who want to go out for Christmas, Bristol zoo would not be their first choice. This way kids get to interact with animals while enjoying a Christmas lunch, this would also be good as a budget option for those lower down in the class rankings. At Christmas time the zoo also offers a family carol evening this again would be good for families with kids of all ages. Also at Bristol zoo as a special event there is a salsa evening this would is targeted at couples mainly to get them into the zoo while dancing.

Toddler’s weeks is another event run at the zoo this will be aimed at toddlers, thus will have events for little kids. They have a penguin week at the zoo also, this will be mainly targeted at kids-teenagers or people who simply like penguins I think the penguin week would be a male dominant event. Bristol zoo also have a more serious event in the year the WWF walk for wildlife, this will be aimed at older people I would say 16-45 year olds, people who really care about wildlife to raise money to help animals in distress. Bristol Zoo have a definite gender bias visitor parties with a single adult pass plus children 79% were female and 21% male.

Cheddar Caves

Cheddar caves like Bristol zoo attracts different target markets. The main target market for cheddar caves is their traditional customers which is families. Cheddar caves are now broadening that to local residents within reasonable driving range rather than holiday makers. Cheddar caves consider VFR to be a very important target market this stands for Visiting Friends and Relatives they achive this buy putting on various events. Cheddar Caves also targets disabled people it has the cheddar man and cannibals which is build suitable for the disabled.

Within cheddar caves they have a George tour bus, I think this could be aimed at elderly people as they can look as the George as they drive trough and kids as they may find going a roofless bus to be fun, I don’t think this would be aimed at adults (no kids) as they could possibly drive or walk up the George for free. Coxes cave/the crystal quest. I think is aimed at kids- teenagers as it’s like an adventure going through a cave with lights and sound effects. I don’t think the elderly would like this because I think the loud noise and smoke machine would be too much, this is the same case for young children.

The museum of prehistory I think is aimed at middle aged to older people as I think younger children cannot really take in any facts therefore making the visit pointless, however there is a section in the museum where kids have a chance to paint on a wall, this is aimed at kids but I think kids would only go in there if the parents wanted to.

Rocksport is another activity the caves offer this is aimed at sporty people as it gives people a chance to climb up the caves. Another activity that is aimed at the sportier consumer is the gorge walk which allows you to walk along the gorge and take in some truly amazing sites. The caves also offer different types of tickets to target different people. The explorer ticket is aimed at people who are most likely to come back as it offers everything and anything you do not visit you can come back and see it another time.

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