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BTEC Business, Unit 3 Introduction to Marketing, Pass 6 and Merit 3
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This document is my assignment for Introduction to Marketing, Unit 3 BTEC Business. It includes the work I did to achieve Pass 6 and Merit 3.
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U3A1 P6, M3Unit 3 Assignment 1
Product
My new service idea for Paignton Zoo to increase customer satisfaction and therefore profit is for them
to offer free activity sheets for children under 12 to do whilst exploring the zoo with their family. For
example, activity sheets such as ‘Zoo bingo’, ‘zoo checklists’, ‘zoo scavenger hunts’ (etc.) which would
keep the children more interested as well as help younger children to identify different animals. During
certain holidays (christmas, easter etc,) the zoo could have activity sheets themed to these holidays,
which could attract people to return to the zoo at these times. These activities could be printed onto
paper and offered to families as they enter the zoo. I think this would be a good service for the zoo to
provide as it will make the experience more enjoyable for the children and possibly less stressful for the
adults as the children are less likely to get bored, this would increase customer satisfaction. I think the
customer satisfaction will be further increased by the fact the activity sheets would be free for the
customers, meaning they are getting extra from what they have paid for.
The target audience for this service would be children and parents. Children would be the consumers of
this service as it is aimed at children under 12 and they are the customers most likely to enjoy and use
this service. However, I would also say parents are the target audience for his service because parents
may see this service as something which will make their zoo experience more enjoyable as their children
will have more to do, likely to make their trip to Paignton Zoo more relaxing and easy. Also, as these
activity sheets will be educational as well as fun, this will appeal to parents.
Price
The activity sheets would be free for customers, this is because the sheets themselves would not cost
much to print and it being free would add value to the experience of Paignton Zoo without them having
to pay extra. It would cost the zoo around £50 for every 1,000 pages they printed, this price could be
lower but would be printed in colour to make the activity sheets more fun and interesting as well as
seeming better quality. These costs should be more than made up though, because i think this extra
service would encourage families to attend more often and for longer as it would make the experience
more enjoyable, this increase in customer satisfaction could also lead to customers leaving positive
reviews and suggesting the zoo to friends. It could also encourage families to come to the Zoo more on
their child’s birthdays, as they would have more to do than just see the animals, especially as the zoo
activity sheets could be fun to do with friends.
Promotion
Method 1 - On Paignton Zoo’s website
Their website would be a good place for the zoo to promote the activity sheets for children service,
because it would be the place people go to see information about what the zoo offers. Paignton Zoo
already have a website, so i think their website would be a good place to advertise their free activity
sheets for children because a lot of parents are likely to check the site for other events and information
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