How can Chester zoo improve its marketing strategy to more successfully target 16-24 year old?
… This will be to get a better perspective of the situation, to understand the reason behind the low visiting rate by this age group, to understand their needs, and hopefully, as an eye-opener to the solution. Chester Zoo marketing strategy (4Ps-Marketing Mix) is fairly good but not efficient enough. The Zoo’s product is what attracts most of the customers. These products are the animals and plants of the zoo. The zoo attracts and maintains customers by breeding new animals and plants and introducing new species of animals (every year it introduces new species like in 2004,it was a bear and has a surprise for 2005), which makes customers curious and go more frequently to the zoo. It uses some of the zoo’s features like the Twilight Zone and Jaguar Zone, which are major sites of the zoo. The Jaguar Zone was sponsored by the Jaguar company (see appendix). When animals …
