1. Media Research Document
AMB319 Media Planning
Media Research Document
Student Name: Jina Kim
Student Number: n

2. Target audience Analysis
Overview
Media Brief
Market Analysis
Product Analysis
Target audience Analysis
Insight
Reference list

3. Media Brief Client: Australia Zoo
Product: September 2015 School Holidays
Campaign Period: September School Holiday Period Sun – Sunday
Objective:
- Drive Sale during school holidays
- Inform awareness of the program
- maximize cost efficient reach and frequency
- Online activity for consumers
Media Budget: $ 200,000

4. Market Analysis About market of Australia zoo:
Belongs to zoological and botanical gardens and leisure and entertainment category (Anning, 2015).
Generally, a high percentage of the domestic population visit and expect to increase visitors over (Anning, 2015).
A character of marketing is a young, eager and dynamic bunch (Australia Zoo, 2015).
Great and best place in the tourism market (Australia Zoo, 2015).

5. PEST analysis Political Economic Social Technological
Lock of political support and low level of law enforcement for protecting animals (Australia zoo, 2004)
Economic
Experienced financial problem (Irwin denies Australia zoo facing closure, 2011)
Technological
Social
People prefer to spend time in close to their house in holidays or free time (Roy Morgan data, 2015)
Incomes in household is more than one people each family around 50.40% (Roy Morgan data, 2015).
Technological
Use cutting-edge GPS technology to help manage crocodiles (Vlasic, 2014).

6. SWOT analysis Strength Weakness Opportunity Threat
Best and pride product in tourism market (Australia Zoo, 2015).
Great educational place
various and different species of animals
Weakness
Financial downturn(Irwin denies Australia zoo facing closure, 2011)
Opportunity
Partnership with team of highly experienced crocodile experts and Australian Geographic Magazine (Ausleisure, 2015).
Try to sell Australia’ zoo tourism business to India (Williams, 2012)
Threat
A variety of entertaining activities outside the industry
Location
Low level of attraction in the wildlife programs than other recreational place.
Operating zoo influenced by volatile weather (Wortman, 2011)

7. Summary
The structure of Australia Zoo is quite strong and they also consider a variety of activities and facilities for engaging people and protecting their animals.
The industry of zoological and botanical gardens has medium competitors, but the category of leisure and entertainment has more board and high competitors.

8. Product Analysis Description about Australia Zoo: (Australia Zoo,2015)
Zoo founded by Steve and Terri in the 1990’s
Is family business
Is located on Beerwah, on Australia’s Sunshine Coast
The vision of Australia zoo is that Australia zoo the biggest and best wildlife conservation place in the world
Has more than one thousand native and exotic animals
Provide various educational programs
(Australia Zoo,2015)

9. Competitors
(AQX, 2014)

10. Information about key competitor
This is located on the Gold Coast, Queensland
This place has the animals, thrill rides and family entertainment.
This place belongs to Warner Bros group and this group include Movie World, Sea World and Wet’n’Wild.
This group provide park discounts and promote special pricing when booking holidays. (Sea World, 2015)
(Sea World, 2015)

11. Key Competitor Sea World Australia zoo
(AQX, 2014)
(AQX, 2014)
Both places use and spend for promoting in metropolitan television than other media.
Australia zoo spend more money for prompting by media of out of home.

12. Summary Great educational place to visitors and target audience.
There are seven influential competitors to Australia zoo.
Key competitor is Sea world, because this area has different kinds of animals and also belong in Warner village theme park group. Therefore, consumers can obtain more benefit and enjoy various activities

13. Target Audience Analysis
Family with Pre-teen School-Aged Children
Why
On September 2015 school holiday is main product.
Have great activity and educational program for younger people.
Family is powerful reference group to people when they make a decision for purchasing products or service (Belch, Belch, Kerr, & Powell, 2014)

14. Geography
(Australian Bureau of Statistics, 2011)

15. Demographics
(Roy Morgan data, 2015)

16. Psychographic
Which activities consumers have done in the last 3 months?
Entertained friends/ relatives
54.40%
Had a Weekend away
27.40
Travelled by Bus
33.30%
Went to a zoo/wildlife park/sanctuary
7.70%
Went to an amusement or fun park
5.10%
Rented a truck or van
3.50%
(Roy Morgan data, 2015)

17. Consumption of media
(Roy Morgan data, 2015)
People use a variety of media and newspaper is quite powerful media to consumer.

18. Autobiography
My name is Mandy, I am 35 years old and I have been married to my partner of 7 years and our family members are me, my partner and two young children. The product of grocery is important to our family, thus we usually purchase organic product and health food. We often use radio, TV and mobile phone for searching and obtaining information. We are usually spend time individually on holiday or eat lunch or dinner together. In addition, we certainly travel or visit another place or travel destination once a month.The health is important factor in our life, thus we do exercise together every Friday. Finally, I hope all of my family members will stay healthy.

19. Day in life on Week 10.30pm Sleeping 9am Work 8pm 12pm
Wake up/Cook for partner and children
7.30am
Go sports centre by Car Radio on
9am
Work
12pm
Eat lunch with co-workers and watch news article by mobile phone
1pm
Work by computer and chat on the phone with friends and family
4.30pm
Pick up children by Car Radio on
5.30pm
Dinner with family or friends
7.30 pm
Get home
8pm
Watch TV. Read newspaper and Chat on the phone
9pm
Care children and chat with children
10.30pm
Sleeping

20. Pictography
Health
Social life
Family
Friends

21. Summary
The main target audience is family with pre-teen school-Aged children, because the product will hold during school holiday.
Family is best and powerful influence and relationship each other.
Brisbane is highest population of family with children, thus the company can discover period and distribution about media planning
Newspaper is highest usage media to people who live in Queensland.

22. Insight
Their insight is that living and spending time with family and animals is the best way of learning and increase the quality of life and thinking.

23. Reference list