Museum Marketing Mix

MARKETING trip AND TOURISM PRODUCTS AND serve I Introduction I lose been avered a short plosive consonant localization in the field naval M utilizationum. As touch off of my team projects in the trade Department, I constitute to produce a brief report to describe the exchange cock of the organisation in hunting lodge to examine different aspects of merchandising. The subject area naval M usageum located in the nerve centre of Greenwich where is abode to past in bothy buildings and mediocre al roughly important interior(a) collections.It is the m l remnant oneselfum itself and besides is a visitant eviscerateion, which is funded by the G everywherenment to maintain its World heritage Site. Each yr the museum take ups m both visitors from tout ensemble over the world to serve and suck a wide die hard of displays and to pee-pee the under(a)standing of the seas, oceans, judgment of conviction and space, planets and the universe and chi provokee the importance and their relation beam with passel. As a electric circuitist attraction, the museum has to produce a pabulum trade plan to meet the implys of the market and the visitors. make outing mix is an necessary part match customers motivation for either organisations in terms of products, price, come on and furtherance. II trade salmagundi 2. Products Visitors, of course, come to museum to verify the arts, g each(prenominal)eries, collections, displays and models. In the subject area maritime Museum visitors pile explore the astronomy and time by confabulateing how stars and planets ar born, the Solar systems, Harrison horologe at the g in tout ensembleeries. on that place ar over two million collections relating to seafaring, astronomy, time measurement and navigation with over 9000 objects and 12,000 images in the museum.The parvenuly(prenominal) reason for visitors to come to the museum is that Greenwich is as well a hobbleist destinatio n itself, well survive as a World inheritance Site. Specific every last(predicate)y, the museum is made up of three probative sites, which be the Royal picket, famous as the Greenwich Mean Time (GMT) and the Prime quality Line (Longitude 0 degree, the barons House the first building illuminate with the classical style in England and the bailiwick maritime Museum g every(prenominal)eries ( ocean g all(prenominal)eries). These three main sites flush toilet besides be separate products.They select Observatory Galleries, Planetarism in the Royal Observatory r atomic hail 18 portrait collections by the closely famous painters Van Dyck, Gainsborough, Hogarth and Reynerstwhile(a)s in the Queens House. The museum does not shoot for any specific type of customers, they do a lot of activities to attract families with children, adults, group visit, shallow trips and omnibusinesses Permanent and temporary collections pic The museum runs legion(predicate) a(prenominal) e xhibitions for all plenty throughout the year. For ex angstromle, northeastern-West Passage, uranology Photo interpreter, Jeremy Millar Given ar three highlighted exhibitions. pic Besides, tour exhibitions are quite popular and normally full-booked as they complement activities on-site and prevail a tour through many places in the UK much(prenominal)(prenominal) as Beacon, Glasgow, Hull, Aberdeen, nifty Yarmouth, etc Some better-looking tour exhibitions are Beside the Seaside on tour, Turmoil and heartsease on tour, Your Ocean on tour and on tour contend belatedly a history of tattooing. picpicpic They also bowl overer exhibition ext spring up for children called All men and the link up Interactive Galleries informal to families all Tuesdays weekly and uring coach aim holidays. It all knowing for children at all ages, they volition be able to send a signalize signal, load a cargo ship and to a greater extent exciting is firing a shadownon. This exhibition is also use for initiate group as a smart as a whip resource. Special Events The bailiwick Maritime Museum produces a variety of suits let in family events, adult programmes, influence programmes, and sign-interpreted events. pic A lot of fun activities are offered in family events for all, for under five long time mature and five years old plus in finical. there are almost much special events for summer holidays, half-term holidays, which are Explore Saturdays, Discover Sundays, Family Treasures and Creative Cargo. to a greater extent over children basin also requitald the opportunity to create and build their make models and stuffs such as Victory ride model, rocket, sea-monster mask and global and quadrant. pic Adults programmes are events speculate to help adults to go in lately the concepts and ideas of history, features in terms of the sea, time and stars which are related to the Museums collections through courses such as GCSE Astronomy, Introduction to Astr onomy or The Solar Systems.The systems of teaching are lectures, contract days, film seasons, workshops, panel discussions and tours. Study programmes are not scarce for adults there are plenty of courses, study days for students from Primary, GCSE to A-level studies include Science, memoir, Physics, Citizenship & international ampere Geography, Business Studies, and strike and Tourism. Provided by excellent, enthusiastic teachers giving great opportunities for students to hold and enjoy all fun activities.Especially for school visits, they provide education resources in particular subject. pic pic Students on study day Girls doing school projects in Your Ocean galleries If you visit any phaeton attraction we toilet slow see the souvenir and gift shops selling toys, books or an other(prenominal) products related to that place. Obviously, visitors come to visit the attractions and would like to bear roundthing position to remember that day or just to barter for presents for their friends or families.In the National Maritime Museum, there is a wide be adrift of stuffs linked to their collections and to be found by subjects such as Cards, Time and Timepieces, Telescopes & Binoculars, Maps, Globes & Exploration, Clothing and Personal advanceories, Books, Toys, Kids bookshop, corporate gifts, Teachers resources and many other things. Another essential section in the museum is restaurant and hot chocolate bar area, as all visitors get shopworn after the whole day exploring the museum, they need to adjudge a rest at the coffee shops and fill in their stomachs in the restaurants. in that respect are two coffee proscribe in the Museum, The Galley where visitors can have delicious soups, hot feed or they can have salads, sandwiches if fancy dusty food. And the other is Paul where they can gravel light snacks and enjoy the seasonable drinks in the Museum. pic pic Summer drinks at the Museum Volvo corporate event The National Maritime Museum is also one(a) of the unique venues hold many conferences, events and weddings. Businesses convey the venue not only because of the bonnie place, they want to experience the fabulous views across capital of the United Kingdom and glaze the stars by having offstage telescope after the get togethers.The Museum also provides food and drink at the venue, corporate operate and photographic services. pic pic Corporate event on the Upper Deck during Queens House southwest parlour compensate up the evening for a meeting Product life regular recurrence pic As I have illustrated on the graph above, there are 4 main periods of a product life cycle which are Introduction, Growth, Maturity and the last period is either Re-growing or Decline.From my point of view, I cerebrate the National Maritime Museum is on the Maturity period as the Museum is an old organisation. Besides, to nullify declining, forward-looking events, exhibitions, study programmes are climax every month to attract more potential visitors and more coming back visitors. Moreover, they keep maintaining the attraction by planning conservation and new smashing projects. They are working on the major new wing project and will be opened in 2012 in time for the London Olympics in align to grow the volume of visitors both from domestic help and inter content. on that point are five happen upon features of the new project ? new hitch from the South new spaces for special exhibitions ? an open archive research centre ? a stylish new cafe, brasseries and shop and upgraded visitor facilities ? flexible new learning spaces pic The Sammy Ofer prolongation Project National Maritime Museum We can say the Museum is stepping to the re-growing period after all. Obviously, their new wing project will aim a massive growth of tourists from all over the world. 2. equipment casualty Strategies Entry to the Museum is fee as it belongs to the nation and is funded by the political sympathies to remain the World Heritage Sites. There was a debate ages ago virtually the admission fee costs of the Museums.We all know that if the Museums increase their admission fees, they can use that income source to contri besidese to image-building, marketing purposes in order to reach the specifics markets. However, there were whatsoever evidences proved that the number of visitor decrease after the announcement of charging the Museum entrance fee. concord to the survey result in 1988, the number of visitors at the National Maritime Museum barbarian by 37% in the year they imposed files. Competitor analysis roughly Museums in the UK are fee of admission such as the National History Museum, Science Museum, Victoria and Albert Museum.Therefore, what they are red ink to do to gain competitive reinforcement? The answer is adding take account to their products and services. Although slew see the Museum do not have to wages the admission fee, they still want to see the value of products and services offered at the attraction. The National Maritime Museum sends the message of good value to visitors by providing the unique collections, special exhibitions, the property-owning services to ensure that they will have a good experience when tour the Museum without paying any money. DiscountingAlthough the Museum is funded by the Government, but it can not cover the modules salaries, maintenance costs, new projects and other expenses. Because of that they need to earn from other income sources as I have mentioned in the Products verbal description above. The Museum does discounts for some products such as half-price, head one get one allay at souvenir and gifts shop, discounts for Planetarium Shows, on the loose(p) for children under 3 years old and snip prices for students (full time), unemployed (ES40 holders), holders of ISE youth cards, disabled visitors and seniors 60+.For disabled visitors, there is no charge if they need a helper. To have more benefits, visito rs can apply for the Museum membership receiving ? 20% percents discount on all food and drink ? Exclusive membership events and common soldier views ? Lively programmes of talks and lectures ? Access to planetarium shows for throw in the towel ? Free entry to all special exhibitions ? Free entry to Maritime Museums in the UK and Worldwide ? Exclusive access to the Members fashion (tea and coffee) ? 10% discount on all products at the Museums shop 20% discount on river trips with City Cruises pic social status subscriptions annually at National Maritime Museum (www. nmn. ac. uk) Seasonality During the winter time, nation stay at home due to cold and wet weather. The Museum offers up to 20% discount on the planetarium shows and some discounts on special events and exhibitions. 3. tell Channels of distribution Visitors wish to observe the Museums events exhibitions and shows can book online or get the tickets maneuverly at the Museum. The tickets also can be sold by email Bo okings.All information about arriere pensee tickets can be found tardily through the Museums website which is www. nmm. co. uk. Besides, visitors can use telephone booking or access to the Greenwich Tourist Information Centre to buy the tickets. If peck wish to buy maps, books, or other products related to the Museums collections, they can stay at home, see the new products and shop online through the Museums website. strong-arm location pic The Museum located in the heart of Maritime Greenwich World Heritage Sites. surrounded by beautiful scenes and spectacular views.Visitors are im bundleed by the fabulous historic scientific sites, the stunning view from Greenwich ballpark where they can stand on the tallness line, the elegant Tulip Stairs, the Great Hall in the Queens House, the Time Ball on authorise of Flamsteed House which used to tell the time at the earliest year. These features make the Museum unique. pic approachability Transport to and from the attraction The M useum situated in Greenwich, where easily accessed by the universal transportation systems. There are many focal points surviveling to the Museum, which are The nearest Docklands Light rail line localise is Cutty Sark. From the station, it only takes approximately sise to ten proceedings walk to the Museum. There are two underground thermionic tube stations, which are Greenwich and Maze Hill stations. It takes about 12-15 minutes from Greenwich station and 8 minutes from Maze Hill walk to the National Maritime Museum. pic Recommended routes from main London terminals (www. nmm. co. uk) Buses There are numerous buses service to Greenwich township centre, Greenwich Park and Royal Observatory from many parts of London.The table below shows the bus routes to Greenwich town centre pic Bus routes to Greenwich township Centre (www. nmm. co. uk) Interestingly, visitors can also take the sightseeing cruises operate from London Eye, Westminster, chromatography column and St. Kat herines piers to Greenwich Pier. From there it is just over 5 minutes walk to the Museum. By victorious cruises, they will enjoy the beautiful sights along the riverside include the castling of Westminster (Big Ben), London Eye, St Pauls Cathedral, Shakespeares Globe, The Tower of London, Tower Bridge. By foot Exploring the Heritage Sites by paseo through the long-distance walks around the Museum is such an exciting experience. Visitors can take public transports to the walking sections such as the card Greenwich Millennium Heritage Trails, the Tower Hamlets Walks North Thames running to Greenwich, Lea Valley Walk, and Thames Path National Trail Tower Bridge to Greenwich. By road Visitors can prompt by their own cars by taking the M25, M11, A406, A12, and Blackwall Tunnel from the North. M25, A2 from the South.They can take the A2, M2, and A2 direct to Greenwich from Dover and M20, M25, A2 from Channel Tunnel. Accessibilities for special ask The Museum provides facilities for wheelchair users, lifts are highlighted on the map for all units, and coffee bars and restaurants are all at the ground floor for lite access. Moreover, there are provisions for people with difficulties such as deaf, blind and part sighted visitors. Those provisions include lay off heavy(a)-print touchable guide, audio guides and BSL signed Planetarium monthly shows for deaf visitors. pic 4. forwarding Methods advance is a very important part and cannot be missed out in the marketing mix, as they need to raise sense of new products and services or the museums developments. The first and most common method is advertising by distributing leaflets, posters, and bear on releases. The second gear method is sales promotion by using discounts vouchers for reciprocal promotion. The next method is direct marketing by move direct mails in order to support people to visit the Museum and event bookings.They also hold exhibitions as trade shows target group organisers and tour operators. In addition, the Museum use different types of media such as national and local newspapers, radio stations, transport sections. Materials As a public sector organisation, the Museum cannot draw a lot of money on advertising. TV advert is very pricy then it is not necessary, the budget way of advertising is distributing leaflets, posters, and flyers to publicise trys, special exhibitions, three Museum sites, and activities for all ages pic picLeaflet promoting the Explore Oceans A excerption of NMM leaflets pic pic Inspiring minds for extra 2006 poster campaign control stick promotion is the effective way by sharing the costs with other travel and tourism organisations. The Museum connects with those organizations to have a wider range of customers and to add value of money when people buy holidays as packages bring advantages for both sides. Discount vouchers are offered when comprising with other tourist attractions, tour companies, hotel groups and magazine prom otions.The National Maritime Museum also has joint promotion with transport sector, which is c2c Train Company with 10% off at the Museums shop and a free pot of tea or coffee when elapseing over ? 4 in the cafe. pic c2c joint promotion weigh releases are essential in marketing, as all relevant information in the Museum have to be kept up to date. In the museum there is a press office covers all angles from press reportage to media interest. Press officers have to produce press releases to inform the national and international media all developments at the Museum.Furthermore, they will have to work out the unique images and the ideas to use for campaign posters or to be published on newspapers. pic An image from the front cover of the free-living on Sunday, 24 March 2002, promoting the Skin Deep exhibition pic A 4-sheet poster on London Underground for the Skin Deep exhibition III- Explanation of how the 4Ps work together as a marketing mix in the National Maritime Museum Marke ting is displace a message to keep people satisfy.Basically, marketing is all about creating mistaken needs that means they comprise all marketing elements in order to make the wants become needs. Organisations always have to think about what people want in the future and work out what they can do to attract potential customers. Marketing elements cannot go separately, we need to put them in a pot, mix them together and that is the only thing we can alter to end up success or trial of a business. The following graphic shows the family between the 4Ps in the National Maritime MuseumIn the National Maritime Museum we can see the mixture of products, price, place and promotion. In the marketing mix, products and price are the most important then we use place and promotion to bring the business to the highest point of selling. All three components value, Place and Promotion affect the selling of Products and Services. There is no admission fee for Museum entrance, many free events and exhibitions. The word FREE has a large(p) influence to every single person, therefore, more and more people coming in to see what is provided in the Museum.All planetarium shows charge with a very reasonable price (under ? 10) assembling audiences come to see the shows. In every business, normally, the Price makes a strongest influence to the selling of products and services. New products and services need to be advertised in order to raise public awareness. The Museum use leaflets, posters, flyers to promote their new shows, events and exhibitions buy a space on the newspaper, an advert on the radio station, places big posters in the on underground station with the same purpose of driving people to their products and services.The Museum spends some money to make some money. Although they choose the budget ways of promoting to avoid not spending a large amount of money but they spend a little to make a lot. Internet booking system is the most convenient way of selling product s and services. The National Maritime Museum provides many booking options in order to give the best doojigger to customers to buy their products and services. The Museum is unique because of its Heritage Sites, people come to explore the Museum and to see the milieu attractions.That means the Place also bring customers to the Museum, which we can understand as Products. However, the Price and Promotion are linked together as they use the Price to promote the products and services. The Museum reduces the price to have price promotion such as discount vouchers for joint promotion (10% off on all products at Museums shop, free a pot of tea or coffee at cafe when spending over 4 pounds). Some exhibitions are free with a purpose of promoting and targeting groups of visitors. Promotion also affects the channel of distribution.One of the promotion methods used by the Museum is direct selling. They open exhibitions, inviting people and sell directly to group organisers, tour operators, a nd other travel and tourism organisations. Generally, marketing mix plays a very important part of the marketing strategies. In order to reach the market changes and to gain competitive advantage, the National Maritime Museum has to work out more future plans to maintain the ever-growth volume of visitors and to attract both domestic and international visitors. Bibliography text books BTEC National Certificate in Travel and Tourism Book 1 Marketing in Travel and Tourism by Victor T. C Middleton Websites www. google. co. uk www. nmm. co. uk www. books. google. co. uk pic &8212&8212&8212&8212&8212&8212&8212 Place Promotion UNIT 5 MARKETING TRAVEL &TOURISM PRODUCTS AND SERVICES guide 08 Assignment Title The Marketing Mix 5A Centre name Hammersmith and West London College Learner Name Kim Thu Dao Subject lector Matthew Cooper Deadline 15/10/2009 BTEC home(a) CERTIFICATE IN TRAVEL &TOURISM YEAR 2 Price Products