Sunway Lagoon Marketing Strategies And Segmentation

1006 words - 5 pages

Sunway Lagoon is an amusement park in Petaling Jaya, Malaysia. Founded by Tan Sri Dato' Seri Dr Jeffrey Cheah in. It was officially opened by the Prime Minister Tun Mahathir bin Mohamad on April 29, 1993. It features rides in both the water park and the adjacent dry park. In late 2008, new parks were added and minor improvements were made to the existing park. The park is home to the world's largest wave pool, measuring impressive 139,800 square feet (13,000 square meters).
Now it is obvious which kind the Sunway Lagoon, this is due to their market segmentation. Market segmentation helps marketers define customer needs and wants more precisely. Sunway Lagoon uses geographic, demographic, ...view middle of the document...

The park is going to use an age range of 3 to 60 years of age so they can include kids, teens, parents and even grandparents. The income level would have to be middle to upper class which is RM40,000 annual income or above, since park tickets are very expensive. The Sunway Lagoon is not a gender-specific product, and ethnicity will also not affect the overall plan.There are also key demographic groups that many marketers are very interested in, such as the teens and Baby Boomers. The tweens are between the ages of 9 and 12 and have enormous spending potential due to their parents providing them with a large disposable income. For example, Tweens have a lot of spending potential because their parents provide them with disposable income. The park will send out buy one, get one ticket free ads to local middle schools in order to reach the tween audience. Sunway Lagoon Theme Park, are target on both children and adults. Sunway Lagoon is also use their demographic data to segment their markets by occupation. From their occupation, will general know their income level. For this part, Sunway Lagoon are targeted for upper lower and middle income level of people in market. Then focus the advertising activities on people who in the range of target market.
Psychographic segmentation is based on personality, lifestyles and geo-demographics, this is also used to help Sunway Lagoon determine who is going to buy more of their goods and services. Lifestyle segmentation is a more recent method of identifying aspects of people's lives that affect their buying behavior. When marketers attempt to segment markets by personality variables, they try to offer brands whose images of brand will appeal to the consumer personalities they identify. Typical breakdowns include compulsive, competitive, extroverted, gregarious, authoritarian, ambitious, and aggressive. Sunway Lagoon that promote themselves as "friendly" and whose customer service personnel are instructed to call customers by their first names are trying to appeal to...

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