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Summary Unit 9 Creative Product Promotion D1
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Unit 9 Creative Product Promotion D1 based on Thorpe Park and Comic Relief. Passed.
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Lexi Thomas Unit 9 D1Evaluate and justify the use of an appropriate promotional mix in
relation to marketing objectives for Thorpe Park
Introduction – what is the promotional mix? What will you be achieving in this report?
The promotional mix within Thorpe Park is mainly about communication with the target
market which for the park is families and young people aged 18-24. This is to make
them aware of the park and the experiences they ofer to attract them to the park to
use their rides and generally enjoy the park. Thorpe Park’s promotional mix consists of
advertising, personal selling, sales promotion, public relations, direct marketing and
sponsorships.
Thorpe Park’s promotional mix is an amalgamation of advertising methods used for the
park and its products and services. The parks personal promotional mix involves public
relations, personal selling, advertising, direct marketing, sales promotion and
sponsorships. These techniques are used to help the park in reaching its objectives and
aims which are;
Deliver unique, memorable and rewarding experiences to millions of visitors
Become a market leader
Increase brand awareness
Thorpe Park is an amusement park located in the county of Surrey in the United
Kingdom and is in the run for the market leader of theme park in the country. The park
is owned by Merlin Entertainments who own other theme parks such as Legoland in
addition to 123 other amusement parks across four continents and 24 countries.
Thorpe Park have been providing thrilling experiences at the park since 24 th May 1979
and are home to over 1.8 million visitors every year.
Advertising
Advertisement is a way of communicating a product or service from a business or
organisation and delivered to its consumers in a form of advertisement or paid
promotion by the business such as a physical billboard or newspaper advertisement or
online such as social media. Businesses pay for promotions in hope that it gains more
attraction and attention to help the business earn more money. Thorpe Park in
particular use an array of advertisements to promote their park and rides to attract
customers. Previously, they have used television adverts, social media adverts and
billboard posters. The most iconic Thorpe Park advertisement which was broadcast
recently in the previous years was the television advert for The Swarm. This video was
successful as the video made the viewer feel like they were actually on the ride and
gave them a short experience of the ride which would attract them to actually visit the
park and experience the ride. The park spent £65million on advertising in 2011 which
was roughly 8% of Merlin Entertainment’s sales revenue that year. Companies typically
spent 8% to 15% of their sales revenue back on advertising and promotion. Thorpe
Park’s advertisement methods help them in reaching their aims and objectives by
promoting their services to more consumers which will encourage more people to visit
and experience the park which in turn will help the park become a market leader as
they will have more customers visiting the park each year. The park had a 4.9% growth
in customer visits in 2014 showing that their advertisements do help to attract more
visitors and that this helps increase their numbers. Additionally, the park advertises
through social media as an efective form of promotion as these types of advertisement
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