Scanned by CamScanner

Index
1. Introduction .................................................................................................................... 2
2. Corporate responsibility and mission.......................................................................... 2
3. Overview Warner Bros. Movie World ........................................................................ 3
4. Target Market.................................................................................................................. 3
5. Marketing Objective ....................................................................................................... 4
6. SWOT Analysis............................................................................................................... 4
7. Marketing Mix 7 Ps ...................................................................................................... 5
8. PESTLE Analysis ........................................................................................................... 6
9. Market Research ............................................................................................................ 8
10. Evaluating Marketing Plan .......................................................................................... 8
11. Action Plan ................................................................................................................... 9
11.1 Overview ..................................................................................................................... 9
11.2 Description ............................................................................................................... 10
12. Budget and Expected Return .................................................................................... 13
13. BCG Matrix.................................................................................................................. 14
14. References .................................................................................................................. 15

1. Introduction
The Warner Bros. Movie World and the other theme parks have played a very
important role in Gold Coasts development, making its tourism number grow fast.
The Gold Coast theme park cluster is formed by 6 different parks and are owned by
two different companies: Village Roadshow and Ardent Leisure Group.
The Warner Bros. Movie World theme park is owned by Village Roadshow Theme
Parks, a company founded by Roc Kirby in 1954. This park provides to visitors an amazing
experience and exciting moments. (VillageRoad Show, 2015)
Focusing on maintains growth and profitability, Warner Bros. Movie World needs to
keep up with trends and always be innovative in order to attract customers of different age
groups.
This Marketing Plan Proposal will focus on services that are specially being provided
to attract the target market, customer value, competitors of Warner Bros. Movie World,
macro-environment influences and issues and recommendations.

2. Corporate responsibility and mission

Responsibility: Village Roadshow Limited (VRL) aims to ensure that it is operating
its businesses within a responsible environmental and social framework whilst continuing to
maximise long term shareholder value. Integrating these important factors into the
management of business operations is increasingly recognised as a lever to ongoing
success. The challenge, given the diversity of the individual businesses within the VRL
portfolio, is to ensure that each business is responding appropriately to those environmental
and social issues that are relevant to their operations and locations.
Mission: To build a world-class portfolio of entertainment assets in order to generate
sound returns, a sustainable competitive advantage and enduring value for all stakeholders.
(VillageRoad Show, 2015)

2!

3. Overview Warner Bros. Movie World

The Warner Bros. Movie World is located at Pacific Motorway, in Gold Coast,
Queensland. It was opened on June, 3rd 1991 and is the Australias leading theme park
attraction. It has an area of 168 ha and was designed by the famous developer of theme
parks and planned communities: Cornelius Vanderbilt Wood. (Wikipedia Org, 2015)
Its infrastructure has 6 thrill rides, 4 kids fun zone and 4 family entertainment zone
and is divided into four broad sections: Main St, Kids WB Fun Zone, a wild west area and a
DC Comic superhero hub and costumed characters: Batman, Austin Powers, Marilyn
Monroe, Scooby-Doo, The Mystery Inc. Gang, Looney Tunes. The park hires 900 staff.
(VillageRoad Show, 2015)
Warner Bros. Movie World is one of the main companies of the Village Roadshow
group. It has a revenue of $79,6M, an EBITDA of $22,9M and an operating margin of 29.1%.
The per capita spent is an average of AUD$61. (ASX Consulting, 2010)
Its main competitor is Dreamworld, the largest theme park of Australia, with over 40
attractions. It was opened on 15 December 1981. Dreamworld is known as the location of
the Australian Big Brother House, since 2001, when the show started.
The estimated visitors number, per year, at Warner Bros. Movie World is around
1,300,000, making Movie World the second most visitor park in the Gold Coast, just
100,000 visitors behind Dreamworld. (IMETT Group, 2010).

4. Target Market
A survey of The USA amusement parks customers was conducted. This survey
shows that 36% of the customers are more likely to be Generation X (age 30-44) and 32%
more likely to be Millennials (age 18-29). In other words, 32% of the customers are over 44.
(Scarborough, 2012)
According to The Australian department of health and ageing, around 93% of older
people living in the community participated in informal social activities.
The Warner Bros. Movie World has quite different and thrilling attractions for kids,
youth and families as well, but there is a need to attract baby boomers (people over 50s),
because many of them have more time and higher interest in new products or services that
provide fun, quality, integrity and uniqueness.

3!

5. Marketing Objective
Warner Bros. Movie Worlds marketing objective is to increase revenue and
profitability by increasing the number of visitors in 10% during the calendar year 2016 by
promoting the services and increasing its awareness among our target market over 50s.
Increasing the number of elderly visitors also increases the number of visitors below 50s
once they (elderly) usually go with younger relatives to theme parks.
The objective outlined in this plan is SMART: Specific as explained above,
Measurable: 10% (reports can be used to follow up the execution of the plan); Achievable
and Realistic: as it is dealing with realistic figures and possibilities. Time based: during the
calendar year 2016.

6. SWOT Analysis
A SWOT Analysis was conducted to evaluate the strengths, weaknesses,
opportunities and threats involving this particular project.
Strengths
Attractions based on famous characters
Second most visited park in Australia
Prime location
Large area
Operating under the name Warner Bros.
Weaknesses
Dependence on the popularity of the characters
Limited rides
Focus on the under 50s
Opportunities
Introduction of new annual events
Introduction of new attractions
Actions focusing on the over 50s
Increase range of services
!

4!

Threats
Competitive environment (many others theme parks)
Proximity to Dreamworld
Comparison with Dreamworld
Number of rides (Dreamworld has 26 more rides)

7. Marketing Mix 7 Ps
The park has several attractions like movie-theme rides, slow river rides and
attractions ranging from motion simulators to roller coasters. The visitors in the movie
world can take photos with costumed character performers as well; which includes
Batman, Austin Powers, Marilyn Monroe, Scooby and The warner bros movie world has
many attractions like various movie Shaggy -Doo and several Looney Tunes characters.
Minor street shows such as plays and singing performances are also present. The AllStar

Parade

with

costumed

shows

vehicles

and

floats

themed

movies.

(Wikipedia.org,2016)
Warner Bros. Movie World provides various services to disabled and people who
need special care. It offers disabled parking and wheelchair hire services as many of the
attractions as well as the rides are easily accessible by wheel chair. Similarly stroller
facility is also available for hire from Guest Service.
The Warner Bros. Movie World is located in the Pacific Motorway in the Gold Coast
which is easily accessible by the general public through various public transportation.
Hollywood in the Gold coast is the main slogan of the Movie World and is operated all
year round. The tickets for movie world are available to purchase online and through
travel agency. There are various tickets available in the movie world village theme park
unlimited membership starts with $9 per months however general admission for a day is
for $89.00 also a provision of heavy discounts and benefits for the group purchasing 20
tickets or more. Furthermore, free entry is for the children age up to 2 years. (Movie
World Tickets from the Official Theme Park Box Office | ThemeParks. (n.d.).
Promotion plays a very important role in marketing , designed to produce effects of
certain design. The methods that are applied in achieving these effects may differ,
depending upon the goal of the company, priorities, market and industries. Promotion
includes advertising, publicity, sales promotion and so on. Advertising can be done by
!

5!

Radio, Television, Internet, Newspaper, Social Medias, flyers etc. The message for the
promotion must be run frequently and is convenience for achieving the desired effects.
(Chron.com. (n.d.)).
The location of the service delivery also has a significant role to boost up the sales.
The comfort and attractiveness in a service location also makes a lot of difference to the
user experience. A calm and soothing environment with thoughtful comfort measures
provides a sense of security to the customers which helps make them to visit again.
Even the customer is paying for intangible service there is somehow physical elements
included. The working process & system widely affect the execution of any sort of work
in the industry whether it is service provider or product. We must give much more
consideration on each and every cost so that we could maintain the standard and also
reduce the cost. And the other important matter that needs to be kept in consideration is
all the employees and the management must be well known about the process that
needs to adopt in different circumstances.

8. PESTLE Analysis
a) Political Factors
Several political factors or government policies can affect business as it has power to
change results.
The

four

main

effects

of

political

factors

on

business:

(Jim

Makos,

Pestleanalysis.com)
1. Impact on economy
2. Changes in regulation
3. Political stability
4. Mitigation of risk
The political factors that can affect the marketing plan are taxes, government policy
like discount on tickets because it has been targeting people over 50s and government
tends to help elderly people financially but it can be a risk factor for the profit of Warner Bros.
Movie World.

6!

b) Economic Factors
Economic factors that affect a business organization are economic growth, exchange,
inflation and interest rates, economic stability, resource costs etc. (Http://Study.com)
The economic growth of Warner Bros. Movie World is likely to be improved and
increased as above data explained that elderly people spent lot of money on recreational
activities.
c) Social Factors
In the social step of pestle analysis, we have to look carefully at the social changes
like increasing demand of social media. The social aspect focuses on the forces within the
society.
Some of the social factors are: family, friends, colleagues, neighbours, and the media.
These factors can affect customers attitudes, opinions and interests. So, it can
impact sales of product and revenues earned.(Jim Makos, Pestleanalysis.com)
d) Technological Factors
Technological factors that can affect the services that are going to be provided for
the customers over 50 are instruments and techniques that will be used in organising
events for that customers and internet, mobile connectivity are also very important
technologically in response to entertain customers.(http://yourarticlelibrary.com)
e) Environmental Factors
There are two types of environmental factors that can affect customers interest and
growth of business that are:
1. Internal Factors: leadership, staff, culture and structure
2. External Factors: Easy access to raw materials, labour, power, markets and certain
services

like

banking,

transportation,

communication

and

competition.

(https://www.researchgate.net)
Acceptable environment during the services to Warner Bros. Movie World can satisfy
customers and they can feel safe to invest on events that is going to be organized for for
baby boomers.

7!

f) Legal Factors
If a business is organized as a legal entity, it will be subject to the state law, which
assigns some rules and regulations for this organization. Various other laws also decided to
follow by business entities like corporation law, security law, employment law and
commercial law to satisfy its staff and customers. (Video and Lesson Transcript,
http://study.com)
9. Market Research
Market research is a method to know peoples views about products and services. It
is necessary to find that the goals are being achieved successfully. There are two methods
of market research:
a) Qualitative research
This research is about gathering descriptive information, usually representing verbal
or narrative data through open-ended interviews or focus people.
By open-ended interviews can be investigated the requirements and feedback of the target
market (people over 50s) by questioning them one by one either face-to-face or by phone or
email.
Focus groups: a group of people can be interviewed and once the feedback is got
from them, can be used to interpret one common result.
b) Quantitative research
The success of this marketing plan can be known by gathering information that can
be analyzed stastically through surveys either face-to-face or online.

10. Evaluating Marketing Plan

Evaluation is an essential tool to know the growth rate of business. Following are
some methods to evaluate the marketing plan in Warner Bros. Movie World:
(http://Smallbusiness.chron.com)
ROI: It is the ratio of amount spent on each campaign organised for customers versus the
amount of sales each campaign brought in. It shows the profit or loss in each event.
Sales Numbers: The number of sales represents the stage of success. Sales numbers are
parallel to growth of business more sales shows great growth of business.
!

8!

Customer response: Customers response to interviews or surveys (Qualitative or

Quantitative research) related to the campaigns or events that we organise can be a proof
for either success or loss.
Expansion: If the event or campaign needs to expand that means we are growing towards
our goal and we are in right path. It can be clearly seen in the history of movie world as it
needed to expand the events like Halloween fright nights, New year eve and Christmas eve.
Competitors response: If competitors start organising same kind of events it means we are
in right path and if they ignore it shows we have some limitations in our marketing plan.
Sales People: We can evaluate our growth by asking the sales people that what kind of
image we have in the marketing field or in market
11. Action Plan
11.1 Overview
Warner Bros. Movie World provides customers an extraordinary experience.
However, there is currently no amusement and services focusing on people over 50s. The
company wants to keep the profitability growing and get established as a market share
leader, so activities, services and special events need to be created for them.
In order to increase the foot traffic among the over 50s, this Marketing Plan has as a
proposal the organization of specials events, in different times of the year, to dramatize the
stories behind different festivals like New Years Eve, Christmas, Halloween, Anzac Day and
Australian Day. These events will be more successful than rides and superheroes because
events are organised time to time on different themes but rides are provided once and the
same rides are enjoyed many times which can make the place boring for visitors. So, the
new events and attractions will be focused on their needs. They want to have fun and enjoy
their time while in Warner Bros. Movie World. They do visit places and events, consequently
expending their money and time on it. Therefore, we want to be part of their plans and
develop special attractions and events for this public. Furthermore, the target market will
also increase the number of visitors under 50s, once it is expected from them to visit the
park with their families. (AIHW, 2007)

9!

Table 1. Attendance at cultural events and venue, by age and sex 2005-06 (per cent)

Overall, the target market expends time with their family at least once a week as can
be seen on the Table 1, therefore, we will be encouraged them to invite a (younger)
relative to expend time with them in the Park. (AIHW, 2006)
Table 2. Contact at least once a week with family and friends living outside the household by people
aged 55 and over, by sex, 2006

Our marketing campaign, includes all forms of communication in the media will have
an emotional theme. Linking the needs and gaps we found in the resources with our goal to
increase the food traffic. We will not only sell/communicate our product/service, but also
create an emotional feeling for the audience, linking our Theme Park with good moments,
!

10!

memorable time with family, a nice experience. In other words, it is being created an
environment that is likely to be successful. Priceless moments are our appeal, not a
product/service like any other Theme Park.
11.2 Description
In order to achieve the goals set on this Marketing Plan, actions were developed
according to the expectations brought by the company.
a) Events
Currently, there are three annual events held in the park. Three more events will be
included, with special focus for people over 50s. They are: Anzac Day, Australian Day,
Grandparents Week. These events have a familiar appeal and all the advertisement
campaigns will link these events with the target market.
The Anzac Day will be an event to remember our soldiers who were in the war. On
that day we will have marching bands, veterans, participation of soldiers and ethnic foods.
In addition, a unique parade, with music, balloons and of course, fireworks.
The Australian Day will be a very special day. All park will be decorated with
Australian Flags. During this day, a special parade and fireworks will happen and surely, a
cockroach race.
Grandparents Week will be an unforgettable week. All grandparents who are
accompanied by their grandchildren may enter the park at no cost. The aim of this day is to
encourage family trip to the park and make it clear that an amusement park can be a place
frequented by older people. On that day many activities take place, and all of them, focusing
on the harmony among family members. These activities are: crafts and painting,
competitions and games, dance lessons and many bands playing, different foods around all
park.
Another amazing thing will happen in this week, we will encourage all the family to go
to the park wearing costume of our characters. It is going to be a contest. All members will
have to share a story and take a picture together. The winner will receive a free pass for the
role family for one year.
b) Differentiate Services
All the staff will be well trained to communicate with older people, to serve and to
make customers day the best possible. Also, items will be available for the comfort of
!

11!

grandparents as: sunscreen, caps and hats, golf carts, wheelchairs, individual assistants
and, of course, medicines, doctors, nurses, ambulances and clinics.
A special menu will be operating during this week in some restaurants. It has been
designed for grandparents who need to follow a special diet.
c) Media and Advertisement
According to (Zigu, 2016) Media planning refers to the best way to get the
advertisers message across to the market. The goal of the media plan is to find that
combination of media vehicles that enables the message to be communicated to the largest
proportion of the target audience at the most effective cost.
In order to be effective with the two segments we want to communicate our service,
we created three streams using different media and messages.
The first is focus in the elderly: Using Newspaper and In flight magazines, which
gives a lot of credibility and confidence, adds the message, and allows different possibilities
ads of various sizes and contents. Local radio also be used to communicate them our
message.
The second is focus on Youngers, telling them the possibility to have great moments
with their older relatives, given them a different and exhilarating experience. Medias:
Facebook, Instagram, Google AdWords.
The third is a mass communication, for both Youngers and elderly to have
awareness of our campaign. Local TV in general, it is the most efficient way when you want
to speak to the mass, however is too expensive, for that reason is not our main media. Bus
Advertising is a great cost for money and give a massive exposure for our brand.
Media suggestions:
Social media: Facebook and Instagram
Search engine: Google AdWords
Local radio and TV: 96.5 FM Family, 94.1 FM Gold Coast. 7 Channel
Bus advertising: Go Transit (http://www.gotransit.com.au/)
In-flight magazine: Jetstar

12!

12. Budget and Expected Return

The executing of this project demands a budget of A$5,000,000.
Table 3. Budget

Activity

Budget

Ads on Social media / Google Adwords/ Local radio and TV/ Bus
advertising/ newspaper

$ 2,750,000

Marketing Material
Training (Staff)
Purchase/ Rent new machines (attractions) Adjust infra structure

$ 250,000
$ 500,000
$ 1,500,000

Physical, Human & Technical Resources Needed

Physical: New machines, new facilities, marketing material, fireworks, balloons, and
uniforms.

Human: Trained staff, new attractions (actors/shows)

Technical: Website, Social media support

Assuming that the number of visitors will increase annually from 1,300,000 to
1,430,000 and the average price for a ticket is A$79.00 it will affect directly increasing
revenue in A$10,270,000 (130,000 visitors x A$79) a year.
It can also be considered an increase in food/beverage expenses and in gift/
souvenirs purchases around A$1,950,000 (A$15.00 x 130,000 visitors).
Total extra revenue expected: A$12,220,000
It is not a huge return considering the investment of A$5,000,000 and the operating
margin of 29%, however, it is totally justifiable because considering a segment that can
generate future cash flow and profit as it will be outlined at in the BCG matrix analysis.

13!

13. BCG Matrix

The BCG matrix is a tool that aims to assist the decision-making process of
marketing and sales managers. It was created in the 70s by the American company Boston
Consulting Group.
Figure 1. BCG Matrix

Products with high market share and slow growth are cash cows. They normally
generate large amounts of cash. More than the amount required to reinvest and maintain its
share. Products with low market share and slow growth are pets. The product is
essentially worthless. According to the Boston Consulting group All products eventually
become either cash cows or pets. (Bcgperspectives.com, 2016)
The product with high share and high growth rate is the star. If it stays a leader, it
will become a large cash generator when growth slows. For this reason, the star eventually
becomes the cash cow. (Bcgperspectives.com, 2016)
Question Mark: In this quadrant are positioned the products in a market with high
growth rates but a low relative rate. It requires investments and may have low returns, with
the possibility of becoming a "dog" if not handled correctly (it will be avoided by following

14!

this marketing plan). However, it can also become a "star" if it is well treated by the
company. (Gustavo Periard, 2016)
The relative market grow rate for product/ services focus on elderly people are high,
however Movie World market share is low comparing to other events that they can attend
such as cinema, museums, parks, theatre, etc. Therefore, it can be considered a Question
Mark at BCG matrix and its marketing plan will move it to a star. By being a star it requires
investment, so we are investing A$5,000,000 in order to get future results and a segment
which will generate cash flow and profitability.
14. References
ASX Consulting. (2010). Village Roadshow Theme Park Results 2007 Report. Retrieved on
28 November, 2015, from http://www.asx.com.au/asxpdf/20071015/pdf/3153lfxlw0rp9g.pdf

AIHW. (2007). Older Australian at a glance. Retrieved from

http://www.aihw.gov.au/WorkArea/DownloadAsset.aspx?id=6442454209

AIHW. (2007). Demographic Profile. Retrieved from

http://www.aihw.gov.au/WorkArea/DownloadAsset.aspx?id=6442454209
Bcgperspectivescom. (2016). Bcgperspectivescom. Retrieved 25 January, 2016, from
https://www.bcgperspectives.com/content/Classics/strategy_the_product_portfolio/

Bcgperspectivescom. (2016). Bcgperspectivescom. Retrieved 25 January, 2016, from

https://www.bcgperspectives.com/content/Classics/strategy_the_product_portfolio/

Evaluating Marketing Plan/ Chron.com.(n.d.). Retrieved 25 January, from

http://Smallbusiness.chron.com/ways to-evaluate-marketing-plan-58331.html

Legal Factors-Video and Lesson Transcript/study.com.(n.d.). Retrieved 25 January, from

http://Study.com/academy/lesson/legal-factors-affecting-a-business-lesson-quiz.html

PERIARD, G., 2016 . Sobre administracao.com. Retrieved 25 January, 2016, from

http://www.sobreadministracao.com/o-que-e-e-como-funciona-a-matriz-bcg/
!

15!

IMETT Group. (2012). Village Roadshow Theme Park Results 2008 Report. Retrieved on
28 November, 2015, from
http://www.imett.com.au/PDF/Documents/IMETT%20SEQ%20Theme%20Park%20Report
%202012.pdf
MAKOS, J. Political Factors Affecting Business.(n.d.). Retrieved 25 January, from
http://pestleanalysis.com/political-factors-affecting-business

Movie World Tickets from the Official Theme Park Box Office | ThemeParks. (n.d.).
Retrieved from https://themeparks.com.au/box-office/movie-world.aspx
Scarborough. (2012). Digital Video Displays and Social Media Intersect at Americas
Amusement Parks. Retrieved 21 November, 2015
http://dialog.scarborough.com/index.php/digital-video-displays-and-social-media-intersectat-americas-amusement-parks/#sthash.120qmkCJ.dpuf
Technological Factors Affecting Marketing Environment-Discussed! (n.d.). Retrieved 25
January, from https://www.yourarticlelibrary.com/marketing/technological-factors-affectingmarketing-environment-discussed/12868/
Uchceues. (2016). Uchceues. Retrieved 25 January, 2016, from
https://blog.uchceu.es/marketing/wp- content/uploads/sites/29/2012/12/matriz-BCG.png
VillageRoad Show. (2015). Village Road Show website. Retrieved 21 November,
2015, from http://www.villageroadshow.com.au/

VillageRoad Show. (2015). Village Road Show website. Retrieved 24 January, from
http://www.villageroadshow.com.au/upload/Document/Mission%20Statement%202014.pdf
Warner Bros. Movie World - Wikipedia, the free encyclopedia. (n.d.). Retrieved January 27,
2016, from https://en.wikipedia.org/wiki/Warner_Bros._Movie_World#Events

What Are the Roles That Promotion Plays in Marketing? | Chron.com. (n.d.). Retrieved from
http://smallbusiness.chron.com/roles-promotion-plays-marketing-25878.html

What environmental factors impact on business? Research Gate.(n.d.). Retrieved 25

January, from https://www.researchgate.net/post/what-environmental-factors-affectbusiness
!

16!

Wikipedia Org. (2015). Wikipedia Org website. Retrieved 21 November, 2015, from
https://en.wikipedia.org/wiki/Warner_Bros._Movie_World

Zigu. (2016). MBA Skool-StudyLearnShare. Retrieved 31 January, 2016, from

http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/10939-mediaplanning.html

NAME

Bruno Raposo

Dimpi Mandhan

Milan Ojha

Vinicius Vitti Fonseca

ID

RESPONSIBILITY

13238707

4. Target Market
5. Marketing Objective
11. Action Plan
12. Budget and Expected Return
13. BCG Matrix

13247096

8. PESTLE Analysis
9. Market Research
10. Evaluating Marketing Plan

13240261

7. Marketing Mix 7Ps

13222519

1. Introduction
2. Corporate responsibility and mission
3. Overview Warner Bros. Movie World
4. Target Market
5. SWOT Analysis
11. Action Plan

17!