Bannerghatta

Zoological Park
Segmentation, Positioning &
Targeting
Background
• What is it?
• Why we selected? – proximity, opportunity (based on popularity on trip
advisor #17, customer grievances etc
• What are the visitors’ expectations?
• Etc etc
Segmentation
• Based on different criteria
• Demographics
• Nationality (local/other states/foreign)
• Groups eg: schools and tourists agencies vs individuals and families
Targeting
• How to decide the target segment?
• Most in number
• Fastest growing
• Totally a different segment?

• How to target which segment through which medium?

Positioning
• BZP is a product and how is the product positioned? As:
• Recreational
• Conservation
• Biodiversity
• Environmental sustainability
• Educational
• Or a combination of a few
Questions for Mr. Kumar
• What’s BBP’s goal/mission – strategic, financial, sustainability etc?

• Do you have a marketing/branding team? What the annual budget for them and is it
possible to provide a break-up?

• Do you have visitor data with categories based on

• Demographics – based on our segment definition
• Year on year – trends, any spikes or dips and effect of competition like Wonderla etc.
• Season – different months and seasons
• Timing – morning vs afternoon

• 4Ps of marketing mix – product, price, promotion and place – questions around these
variables? How do you decide on each of the above aspects? Do you consider STP?