Entrepreneurial Marketing Plan For Science Museum

Target Audience

Discuss about the Entrepreneurial Marketing Plan for Science Museum. 

Global Village is one among the largest entertainment holiday spot in Arab Emirates which have a huge attraction among the world tourists. This festival and entertainment spot has been launched in 1997. Some of the major attractions of this holiday spot is the Amusement park, the haunted house, The heritage village etc which has already gathered the attention of millions of world tourists to the Arab Emirates. This tourism organization provides all the facilities to the visitors like the standardized food, accommodation, transportation facilities etc so that the tourists can enjoy their trip conveniently and memorize the trip for a long period.

Being participating in the competition conducted by the management of the global village I have prepared a marketing plan for a new proposed product so as to attract the young tourists throughout the world (Westwood, 2016). The concept of the marketing mix, integrated marketing communications and the customer engagement are included in the marketing plan in order to make it more effective. The proposed new product is “The Science and geographic museum”. 

The target audience for the new proposed product “The Science and geographic museum” are the tourists between the age group 16 to 30 years. The students, staff members, professors, youngsters from the high schools, colleges of the residing country are considered as the primary target audience. The population who falls into the specified age group throughout the world is also focused as the target audience (Kovavisaruch et al, 2016).

Being the science and geographic museum the school and the college students are considered as the target audience as it can help them for the academic and research purposes

The goals and objectives of the marketing plan of “The Science and the Geographic Museum “are mentioned below

• To attract the youngsters between the age group 16 to 30 years to the Global Village.
• Adding value to the reputation and image of the Global village through the marketing of new entertainment in Global village.
• To increase the inflow of the world tourists (Silva, & Mazzon, 2016).

The organization global village already has the tourist attractions which has already won the attractions of the world tourists. A new product or business idea which can be proposed to the global village can be the “Science and the geographic museum”.

This business idea can be an asset for the organization global village. This business idea would be related to academic and the research oriented which can generate curiosity among the students, youngsters of the residents as well as the world tourists. The science is continuously developing and the humans will be curious to know more about the updated and historical science and geographic information (Koskinen, 2016).

Marketing Goals

The primary attractions of this new Science and Geographic Museum are

• Exhibitions, galleries and events
• Media Space like Julia Margaret Cameron, The Kraszna-Krausz Book Awards and The First Book Award 2015 (20 April 2015 – 28 June 2015) etc.
• Festivals and events like Einstein’s Cosmos, Star Wars etc.
• Learning science and geography

The marketing mix is the process of putting the right product in right place at right time and at right price (Becker, 2016).

Extended Marketing Mix, Source: Marketing Mix.Uk

The marketing mix for the new business idea “The Science and Geographic Museum” has been discussed below (Kirgiz, 2016).

Product: The product is the new business idea which can be included in the Tourism organization Global Village “The science and the geographic museum”. The introduction of this sector in the Global Village can add value to its reputation. The inflow of tourists increases as this sector generates curiosity (Cowley, 2016).

Place: The Museum will be established in the Global Village premises.

Promotion: The promotional activities can be performed through the following methods.

• Press Advertising: Press release to national and international press
• Advertising in Tourism Publications of tour agents, schools, colleges etc.
• Television and business magazine advertising which can attract children and parents
• Advertising through GB websites and Social Medias which can attract youngsters and can cover global tourists.
• Mail shots, leaf let etc which can provide a personalized invitation to the tourists (Hisrich, & Ramadani, 2017).

Price: The price will be the admission fee for the visitors into the museum

• A family with 3 members: 137ADE
• A family of 4 members: 150 ADE
• An Adult (above 17 years): 80 ADE
• A Child (8 to 16 years): 50 ADE
• Special inaugural offers for the school trips and group visits:

An Adult (above 17 years): 50 ADE

A Child (8 to 16 years): 30 ADE

Advertising: The new launch of the science and the geographic museum can be done through the traditional and the modern methods. The Television advertisements can be an effective one as it will be placed directly to the family. Apart from this the provision of leaflets, banners, etc can also cover the attention of the people. Advertising in the business magazines, school journals etc will gather the attention of students.

Promotions: The museum can be promoted worldwide through

• Conducting campaigns in the schools, colleges etc.
• Special events like the exhibition aimed to public.
• Gaining good media coverage (Belch, & Belch, 2016)

Guerilla Marketing: This method of marketing will be an effective one for the new launch of the organization GV as the organization holds a good reputation and corporate image worldwide. Through this method the customer attractions can be gained through providing leaflets, public, announcements, etc in the parks, beaches etc. Leaflet provision can be given to the students and youngsters in the school and the college premises.

This method can grab the attention of the target audience effectively. For international customers the volunteers or tour agents can be allotted for this marketing purpose.

Social Media: This is an effective and less expensive method of marketing which provide good coverage of the target audience. Since the users of social media are youngsters their attraction can be gathered easily.

Public Relations: Any activity which raises the public’s consciousness of the museum and improves its image. Some of the public relations activities may include 

• speaking at meetings of voluntary bodies, For Example: WI, Rotary
• handling complaints tactfully and rapidly
• involving the museum in community activities

Publicity: The publicity for the science and geographic museum can be obtained through

• Involving in the social activities like charity, donations etc.
• Involving celebrity or scientists in the promotional activities (Fill, & Turnbull, 2016).
• Demonstrating videos clippings in the public meetings etc.

Proposed New Products and Services

The customer engagement is an effective marketing method through which strategic, relevant and personalized messages are delivered to the target or potential customers in a timely manner. Some of the customer engagement methods that can be adopted for the marketing of the science and geographic museum of the organization GV are discussed below.

• Personalized emails to the target customers which can make the please and engage by doing research on it on the organization website.
• Gathering online and offline feedback and opinion from the customers about the launching of the new science and the geographic museum. This method can engage the customers and make them remain in contact with the organization. Once they provide feedback they will certainly cross check with the operations of the museum once it is launched (Munoz et al, 2016).
• Building loyal customers through one to one conversations. This method would be an effective customer engagement strategy. Through communicating one to one with the schools, colleges, university managements on regular the museum can get regular audience. Such customers can be engaged personally through direct visit, participating in the meetings, calling them for inaugural functions etc.
• Operating in an integrated multi channel method will make the customer engagement more effective (So, King, Sparks, & Wang, 2016)

Budgeting is one of the important part of the marketing plan based on which the financial resources for the implementation of the marketing plan of the science and geographic museum can be identified. Through budgeting all the expenses and financial requirements are included in the documentation which are required for implementing the science and geographic museum. The budget for the newly proposed science and geographic museum should be included in the budget AED 50 000. The budget is specified below

Activities	Expenses
Executive Teams, staff benefits etc	AED 3750
Facilities and maintenance	AED 5000
Building and office services	AED 20000
Exhibits and programs	AED 8000
Membership and registrations	AED 1275
Marketing and Public Relations	AED 7475
Insurance	AED 3000
Miscellaneous	AED 1500
Total	AED 50 000.

Since the museum has to be built in the premises of the Global Village land acquisition costs will be lesser. The cost related to getting license and permission from the government will also be eliminated. Since the infrastructure should be built as per the corporate image of GV and international standardization, the cost of building will be higher as estimated above.

Conclusion

As a competitor for the marketing plan conducted by Global village an effective marketing plan of a new business idea “the science and the geographic museum” has been proposed. The marketing plan is effectively designed by including the concepts of marketing mix, integrated marketing communication and customer engagement.

References

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Belch, G. E., & Belch, M. A. (2016). Evaluating The Effectiveness of Elements of Integrated Marketing Communications: A Review of Research. ISBN: 10 12-3869 Vol No 4 No 1 June 2016.

Cowley, M. B. (2016). Irish Home Care: An Integrated Digital Marketing Plan & Communications Evaluation for Care Worker Recruitment.

da Silva, E. C., & Mazzon, J. A. (2016). Social Marketing Plan For Health Promotion: Developing Public Health Policies Customer-Oriented. Revista Brasileira de Marketing, 15(2), 164-176.

Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and participation. Pearson.

Hisrich, R. D., & Ramadani, V. (2017). Entrepreneurial Marketing Mix. In Effective Entrepreneurial Management (pp. 75-99). Springer International Publishing.

Kovavisaruch, L. O., Sanpechuda, T., Chinda, K., Sornlertlamvanich, V., & Kamonvej, P. (2016, June). Museum content evaluation based on visitor behavior. In Electrical Engineering/Electronics, Computer, Telecommunications and Information Technology (ECTI-CON), 2016 13th International Conference on (pp. 1-5). IEEE.

Koskinen, S. (2016). Increasing Social Media Engagement through a Digital Marketing Plan. Case: Plootu.

Kirgiz, A. C. (2016). Green Marketing Mix. In Green Marketing: A Case Study of the Sub-Industry in Turkey (pp. 23-61). Palgrave Macmillan UK.

Moreno-Munoz, A., Bellido-Outeirino, F. J., Siano, P., & Gomez-Nieto, M. A. (2016). Mobile social media for smart grids customer engagement: Emerging trends and challenges. Renewable and Sustainable Energy Reviews, 53, 1611-1616.

So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.

Westwood, J. (2016). How to write a marketing plan. Kogan Page Publishers.