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Alton Towers Resort Background
The Alton Tower resort is situated in Staffordshire. It is the most famous theme park in the United Kingdom. It has a variety of awesome rides, weird and wonderful costume characters, entertaining live shows and plenty of interesting activities. Furthermore, it is the only place in the United Kingdom with two world class themed hotel, Europe’s largest Waterpark, a spa and extraordinary golf.
The Alton Towers Resort was opened to the public in the 1830s as a leisure site. The site had fireworks in the 1950s, fairgrounds in the 1960s and beauty pageants in the 1970s. In the early 1980s, there was a huge transformation of the Alton Towers Resort because of the ambition to develop the most famous theme park in the United Kingdom. As a consequence, there was rapid expansion and the introduction of fascinating attractions, such as the Log Flume.
By the late 1980s, it was prospering and became the most popular tourist attraction in Britain, hence people started to compare the Alton Towers Resort with Disney.
Mission and Vision
The vision of the company is to be the global leader in location based and this is achieved through its mission statement which is to deliver high quality and memorable experiences as well as offering branded family entertainment. This offers a sense of direction for the business and also for its employees.
The vision of the company is to be the global leader in location based and this is achieved through its mission statement which is to deliver high quality and memorable experiences as well as offering branded family entertainment. This offers a sense of direction for the business and also for its employees.
Market Research
Market research at Alton Towers Resort can be divided into primary and secondary research. Primary researches are usually qualitative consisting of opinions, reactions, thoughts, and expectations. According to Alton Towers Resort, this is done with the aid of touchscreen feedback available after each ride and staff coming up to guests with handheld PDA while they are waiting for the ride. It is also evident that Alton Towers Resort adapts positive and negative reinforcement when conducting market research. For example, Alton Towers Resort will be putting astronaut related advertisements in discrete corners in the theme park because they want the visitors to think of space. As a consequence, respondents are affected by this positive reinforcement, and hence respondents think in the way that the business wants them to be thinking. Furthermore, the business also adapts negative reinforcement to achieve the same result. Secondary researches are usually quantitative research consisting of facts, figures, percentages, and statistics. According to Alton Towers Resort, this is done by outsourcing to third party company such as Brand Vista. Market Research is a process that helps the Alton Towers Resort to identify their customers and the needs of these customers. This allows the Alton Towers Resort to provide new or improved products and services according to the needs of customers. Furthermore, Market Research also allows the Alton Towers Resort to identify the intention of the guest who visits the resort, their view of the resort and their opinions on improvements.
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Environmental Analysis
The numerous space films in 2015 suggests that people have a great fantasy about space. According to British Film Institute, Star Wars: The Force Awakens is the best film in 2015. Star Wars: Furthermore, people have always fascinated about virtual reality technology. Thus, the Alton Towers Resort developed the Galactica to meet the demand of the customers who fancied about travelling to space.
Segmentation, Targeting and Positioning
Alton Towers Resort segments the market according to demographic factors. People are divided according to their age. The first group is 16-24 age range and the second group is 25-54 age range, with children 10-15 years old. The business further segments the first group according to their attitudes and target at thrill seekers. It also further segments the second group according to the importance of family holiday and family time. The business positions the theme park as short break destinations, generating profit and improving guest satisfaction. Thus, the business is able to determine important characteristics of each market segment, evaluate potential and commercial attractiveness of each segments, and develop a marketing mix for each segment.
Marketing Mix
Product
The Alton Towers Resort is the top short break destination in the United Kingdom
Price
The Alton Towers Resort ensures that its ticket price is competitive and offers different types of ticket for different age group.
Promotion
The Alton Towers Resort ensures that promotional material is attracting the attention of the customer, keeping the interest of the customer, creating a desire in the customer and driving the customer to action.
Place
The Alton Towers Resort is a special resort suitable for people of all ages and visitors can reach the Alton Towers Resort by a variety of transports such as car, coach, bus and train.
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Marketing Campaign
Marketing campaign is a coordinated time limited strategy to raise awareness and create desire to engage with a new product or service, specifically targeted and using a variety of marketing techniques to full engage the potential consumer, and drive them to take action. For example, Alton Towers Resort launched a marketing campaign for Galactica across four phases, namely the tease, the hype, the reveal, and the engagement. This type of marketing strategy is excellent for aspiration products or high end products and the Galactica is a high end product because it is the first rollercoaster that includes virtual reality.
According to Alton Towers Resort the visitors should be very familiar with Galactica because it is a spaceship usually seen in space films and space films are popular in the year 2016.
Four phase of Marketing for Galactica
Tease phase
The objective of the tease phase is to start excitement and this is achieved by starting rumors about the Galactica. According to Alton Towers Resort, this phase is about leaking out pieces of information and attracting the attention of people through social media such as Instagram, Twitter and Facebook. The Alton Towers Resort released a quiz online with hints and clues. The people who are able to solve this quiz will be the first group to experience the Galactica and they are known as “Galactinauts”. This results in a large number of people being attracted to the Galactica because the social media and quiz create a sense of mystery.
Hype phase
The objective of the hype phase is to build excitement and this is achieved by unveiling pieces of clues about the Galactica. For example, the Alton Towers Resort revealed concept images on some random website, so that people thought that they found something worthy when these images are being discovered. Furthermore, it also released a video indicating something about the Air rollercoaster and probably in space at the Alton Towers Resort. This results in the excitement reaching the climax because Galactica is the first rollercoaster that allow people to experience travelling to space with virtual reality technology.
Reveal phase
The objective of the reveal phase is to launch the Galactica and this means that the Galactica will be fully reveal. The Alton Towers Resort hire out a space beside Imax theatre in London and presented the technologies and developments that contributed to Galactica. Thus, the reveal for Galactica was like a big scientific discovery. Furthermore, the Alton Towers Resort also invited Chris Hadfield who is an astronaut to be the first to experience the Galactica ride at Alton Towers Resort. This results in the visitors thinking that Galactica is a breakthrough of technology for travelling to space and it is also recognized by famous astronaut.
Engagement phase
The objective of the engagement phase is to continue engagement and drive visits by ongoing promotions. The Alton Towers Resort advertised special offers and special events on the Internet and Television programmes. This results in more visitors coming to Alton Tower Resort to experience this fascinating space ride.
Analysis
The Alton Towers Resort introduced a competitive marketing strategy for the Galactica in several aspects. Firstly, the Alton Towers Resort developed its product based on a space theme because it identified the increasing popularity and increasing number of space films in 2015. Secondly, the Alton Towers Resort adapted virtual reality technology in its product because it discovered that people have great demand for this technology. Lastly, the Alton Towers Resort continuously develop and redevelop offers to meet the needs of customers. It is evident that the marketing strategy of the Alton Towers Resort for Galactica is successful because the total visitors and sales of the business have increased continuously over the last five years. According to the Annual Report and Accounts (2015), the business had a visitor of 46.5 million in 2011 and this had increased to 62.9 million in 2015. Thus, it is evident that the business has achieved a success through competitive marketing strategy.
Conclusion
In conclusion, the Alton Towers Resort has considered various aspect of marketing to be a competitive business in the theme park industry. Furthermore, the marketing campaign for Galactica is an excellent example of its marketing success.
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