Master Planning of Zoos - Central Zoo Authority
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Master Planning of Zoos - Central Zoo Authority

Master Planning of Zoos - Central Zoo Authority

Master Planning of Zoos - Central Zoo Authority

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Proceedings <strong>of</strong><br />

Training Programme<br />

<strong>Master</strong> <strong>Planning</strong><br />

<strong>of</strong> <strong><strong>Zoo</strong>s</strong><br />

Market Segmentation<br />

• Families<br />

• DINKYs - Double income no kids yet, mid-high income<br />

• PMEBs - Pr<strong>of</strong>essionals, Managerial staff, Executives and Business people<br />

• MICE - Meetings, Incentives, Conferences and Exhibitions<br />

• Corporate - corporate entertainment and functions<br />

• Young single adults<br />

• University & school students<br />

What is Marketing?<br />

• Sell more<br />

• Build market share<br />

• Get press and market voice<br />

• Change mind sets<br />

• Get tough & make waves<br />

• Move stuff<br />

• Show fangs<br />

• Grow brands<br />

For free Publicity, use Celebrities<br />

Marketing<br />

• Communicating a message that sells you - especially your USP – Marketing<br />

Communications (MarComs)<br />

• MarComs Tools: corporate communications & PR, advertising & promotions,<br />

event management, direct selling, corporate sales<br />

• Develop stakeholder relationships for sponsorship, cross selling, corporate<br />

afflications<br />

• Have a highly trained spokesperson that sells your brand<br />

Some Possible Marketing Efforts<br />

• Get tour operators to market your zoo to domestic & international tourists<br />

• Set up a website & reserve your zoo name – links, use e-commerce to sell promotions<br />

& events<br />

• Develop a logo and tag line<br />

• Hire the services <strong>of</strong> a pr<strong>of</strong>essional PR firm to do this or develop a strong marketing<br />

team<br />

• Network with local airlines, hotel and tour associations<br />

• Look at bundling with other attractions<br />

257

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