IMC Proposal London Zoo Marketing Dissertation Example | Topics and Well Written Essays - 1000 words

IMC Proposal London Zoo Marketing - Dissertation Example As part of the IMC dissertation proposal for ZSL London Zoo, this report will give the readers an overview of the market competitive framework. In line with this, the market structure of London Zoo will first be tackled followed by comparing the profile and marketing activities of ZSL’s major competitors and discussing the importance of continuously promoting the central brand. Based on the product life cycle analysis, the current distribution policy and pricing policy will be tackled in details. Chapter II – Literature Review Overview of the Market Competitive Framework Although there are more than 100 zoos throughout the United Kingdom, the only 3 zoos that are currently operational in London include the Battersea Park Children’s zoo, the Sea Life London Aquarium, and the London Zoo (Zoo Keepers, 2009). Among these four zoos that are currently operational in this area, only the London Zoo is classified as the major zoo throughout the United Kingdom. (See Append ix I – Major Zoo Operators in London on page 7) Given that there are only three zoos being operational in London, its market structure is classified as oligopoly. In line with this, Arnold (2010, p. ... Aside from publicly announcing the arrival of a new animal, the marketing strategies used by the Battersea Park Children’s zoo, the Sea Life London Aquarium, and the London Zoo are similar in the sense that these operators are focused on providing discounts on group tours, accepting parties and school visits (Sea Life London Aquarium, 2011; Battersea Park Children's Zoo, 2011; ZSL, 2011). Specifically Battersea Park Children’s Zoo (2011) offers the public the option to adopt an animal for either 6 months or 1 year programme. Aside from entering into joint business partnership with University of Cambridge, ZSL London Zoo is more focused on promoting its forthcoming science and conservation events and offering children with more options to enjoy their stay at the zoo (ZSL, 2011). Importance of Promoting the Central Brand According to Aaker (1991), brand equity is a multi-dimensional concept which is strongly related to the development of strong brand loyalty, creation of brand awareness, perceived service quality, and brand association. Being more than just choosing a corporate name, King (2010) explained that branding is crucial behind the success of the ZSL London Zoo because a strong brand could develop familiarity and loyalty on the part of its prospective zoo visitors. Because of the importance of continuously promoting the central brand, the managers of ZSL should take it as a challenge in making the general public feel special when being associated with a brand. By considering its product life cycle analysis, ZSL can implement marketing strategies that will strengthen its brand and keep its existing customers loyal to the zoo. Product

Free Black people in Antebellum America between 1820-1861 Essay

Free Black people in Antebellum America between 1820-1861 - Essay Example ng the effect of anti-black laws were segregation, lack of opportunities among blacks either at school or at work, lack of political participation in the public sphere and the general disenfranchisement against the blacks that made life difficult for them. Albeit there were few free blacks prior to the Antebellum period in America, they were still in danger of being relegated to slavery by many means such as being caught and sold into slavery, inability to pay debts and sold as slaves and losing their â€Å"freedom† documents which will automatically make them slaves since blacks were treated as slaves by default in the 18th century. And those who are deemed to be â€Å"free† still suffer from disenfranchisement, persecution and restrictions on their putative freedom. The rise of urban neighborhoods however slowly changed the political and economic prospect for the blacks. Urbanization nurtured black communities and from these communities emerged the free black people in Antebellum America which became prominent in periods 1820 to 1861. Community organizations, voluntary educations, mutual help societies and fraternal societies such as black temperance societies, Prince Hall Masons and Black Odd Fellows lodges helped united these emerging free black communities. And from these communities emerged the new northern black elite who were educated, professionals, wealthy and well connected that led antislavery movements. These emerging movements gave direction and mold for the black culture in the 20the century and later propelled the impetus for abolitionist movements that eventually emancipated the blacks such as the Civil Rights Movements which removed the invisible shackles of the blacks and made them equal in law and opportunity (Greven 173-174). One of the assertions of these new black elite was to racially integrate schools because segregated schools for the black were underfunded and poorly instructed. Black leaders realized that with the kind of schools