Question

Topic: - knotts berry farm

Task 1: Evaluate the company Knotts Berry Farms by reviewing their online presence and identify and report the following marketing strategies in point form.

Expectation: Marketing Strategies listed below are valued at (2 marks per strategy).

Point form only.

1. Market Segmentation

• Demographic
• Geographic
• Psychographic
• Behavioral

2. Target Market

3. Value Proposition

4. Mission Statement

5. Vision Statement

6. Positioning

7. Differentiation

8. Unique Selling Proposition(USP)

9. Positioning Statement

10. Brand Image

11. Brand Personality

12. Brand Meaning

13. Brand Benefits

14. Brand Beliefs

15. Brand Values

16. Brand Touch Points

17. Content Marketing

18. Corporate Social Responsibility (CSR)

19. Advertising Promotional Mix

20. Advertising Message

Task 2: (Scenario) - COVID-19 will end and businesses will reopen on September 1, 2020. Update the following five marketing strategies to reflect a post COVID-19 market.

Point form only.

New Marketing Strategies: (2 marks per strategy)

1. Mission Statement

2. Positioning

3. Unique Selling Proposition

4. Brand Values

5. Advertising Message

Answer 1

Knotts Berry Farm

Market Segmentation

· Demographic: Men and women of all ages and all income groups

· Geographic: Urban semi urban and tourists

· Psychographic: Adventure lovers, explorers, resigned and succeeder.

· Behavioural: Potential, first time , regular and occasional

Target Market: customers who love to have memorable and exited family holidays.

Value Proposition: Amusement and entertainment ranging from its charming rides to the authentic Old West atmosphere.

Mission Statement: The place to be for fun.

Vision Statement: To offer value added service and entertainment to the customer.

Positioning: Complete entertainment and Hospitality Company

Differentiation: Complete holiday destination

Unique Selling Proposition (USP): Amusing rides with authentic Old West atmosphere offering quality food and stay.

Positioning Statement: -Unique amusement park family experience with amusing and charming rides.

Brand Image: Full of life, exploratory

Brand Personality: Energetic, enthusiastic and adventurous

Brand Beliefs: Innovative concepts

Brand Values: Fascinating

Brand Touch Points: Exterior and internal facilities, general atmosphere, coordinated staff.

Content Marketing: Website providing all details regarding knott berry farm

Corporate Social Responsibility (CSR): Environment safety and concern

Advertising Promotional Mix: Advertising through TV, radio internet marketing, direct marketing, sales promotions, and public relations.

Advertising Message: To showcase new additions and excite potential customers with the promise of a thrilling, family friendly experience.

The following five marketing strategies to reflect a post COVID-19 market.

· Mission Statement: to provide a safest and reviving experience. To create a place to celebrate the smaller moments and share big wonders.

· Positioning: Bring back more happy memories

· Unique Selling Proposition: Amusement park with high quality hospitality services offering stay and food.

· Brand Values: Happiness and enthusiasm

· Advertising Message: The message should include both familiar and fresh factors. Park standards of safety, hygiene, and courtesy will be much higher, promising a better experience for guests. Bringing back old favourites, including attractions and food will help to realign the park with the original image created by the park founders. Bringing together nostalgia and state of the art thrills in a unique way will put Knott's Berry Farm back on the map.