Contents
ABSTRACT..............................................................................................................................................3
Acknowledgement.................................................................................................................................4
CHAPTER 1: INTRODUCTION..................................................................................................................5
1.1Introduction......................................................................................................................................5
1.2Problem Statement...........................................................................................................................6
1.3 Aims and objectives.........................................................................................................................7
1.4 Outline of the study.........................................................................................................................7
CHAPTER 2: LITERATURE REVIEW..........................................................................................................8
2.1 Introduction.....................................................................................................................................8
2.2 Attraction.........................................................................................................................................8
2.2.1 Researcher’s view on attraction................................................................................................9
2.3 Marketing Strategies......................................................................................................................10
2.4 Place..............................................................................................................................................11
2.5 Price...............................................................................................................................................12
2.5.1Seasonality Pricing/ Promotional Pricing.................................................................................12
2.6 Product..........................................................................................................................................13
2.6.1 Core product...........................................................................................................................14
2.6.2 Facilitating products................................................................................................................14
2.6.3 Supporting products...............................................................................................................15
2.6.4 Augmented Products..............................................................................................................15
2.7 Promotion......................................................................................................................................16
2.7.1 Advertising..............................................................................................................................17
2.7.2 Sales promotion......................................................................................................................18
2.7.3 Personal Selling.......................................................................................................................18
2.7.4 Public relations and Publicity..................................................................................................19
2.7.5 Direct Marketing.....................................................................................................................19
2.7.6 Internet Marketing..................................................................................................................20
2.8 People............................................................................................................................................20
2.9 Process...........................................................................................................................................21
2.10 Physical Environment...................................................................................................................22
2.11 Customer satisfaction..................................................................................................................23
2.12 Relationship between marketing strategies and customer satisfaction......................................24
1
,CHAPTER 3: RESEARCH METHODOLOGY..............................................................................................26
3.1 Introduction...................................................................................................................................26
3.2 Research type: Quantitative and Qualitative research..................................................................26
3.3 Sample size and Sampling techniques...........................................................................................26
3.4 Data Collection...............................................................................................................................27
3.5 Secondary Data and Primary Data.................................................................................................27
3.6 Target population..........................................................................................................................27
3.7 Interview........................................................................................................................................28
3.8 Questionnaires...............................................................................................................................28
3.9 Covering Letter..............................................................................................................................28
3.10 Pilot Test......................................................................................................................................29
3.11 Data Analysis................................................................................................................................29
3.12 Strength.......................................................................................................................................29
3.13 Limitations of the study...............................................................................................................29
CHAPTER 4: RESULT AND DISCUSSION................................................................................................31
4.1 Introduction...................................................................................................................................31
4.2 Analysis of Managers’ perception on the 7ps................................................................................31
4.2.1Place........................................................................................................................................31
4.2.2 Price........................................................................................................................................32
4.2.3 Product...................................................................................................................................32
4.2.4 Promotion...............................................................................................................................33
The three parks use social networking such as Facebook to promote their products and services to
customers worldwide. However, Casela is the most active and keeps its audience updated about
the latest offers such as games, quiz contests to maintain an interactive relationship between
management and its customers. Whereas Crocodile park uses a promotional strategy by using
medias such as Radios, newspapers, Salon du Prêt a Partir, brochures, Porte Ouvert. Crocodile
Park is planning to adopt television advertising however the assistant marketing manager’s
perception advertising on the television is an expensive strategy to adopt. Crocodile Park also
does a close follow up of the effectiveness of the promotional strategy. In this case it is not
efficient enough they get to opt it out. Compared to Crocodile Park, Domaine de LEtoile also
makes use of brochure and positive word of mouth. They also advertise through magazines and
billboards. Porte Ouvert are organised to target a large number of tourist. While doing the
comparative analysis it has been found out that both Crocodile Park and Domaine de L’Etoile uses
Porte Ouvert as a promotional strategy to attract their customers. In addition between Crocodile
Park and Casela there are some promotional strategies that are similar such as sales promotion
during events like Christmas, Mothers days, school holidays where they offer discounts and gifts
vouchers..........................................................................................................................................33
4.2.5 People.....................................................................................................................................33
2
, 4.2.6 Process....................................................................................................................................34
4.2.7 Physical Environment..............................................................................................................35
4.3 SPSS data analysis..........................................................................................................................36
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS........................................................................41
5.1 Recommendations.........................................................................................................................41
5.2 Conclusion.....................................................................................................................................44
REFERENCES:.......................................................................................................................................46
ABSTRACT
Attractions in Mauritius are an important sector in order to generate income. Both tourists
and local people have become mature as they choose attractions for their activities. The
attraction industry has become very competitive today and marketing organizations compete
with the other attractions to survive in this industry. The objectives of the study were to
explore managers’ perceptions about the marketing mix strategies, to assess customer
perception of marketing strategies adopted by attractions in Mauritius, to identify the critical
marketing strategies used by the attractions and to assess the relationship between marketing
strategies and customer satisfaction. In the Methodology, to gather data structured interview
was carried with the Marketing Managers of the attractions in Mauritius. A questionnaire was
also designed to distribute to the target population in the three different parks. The main
results found out that all the 7ps concerning the marketing strategies of attractions in
Mauritius is important for the service industry. Finally in the last part of the study, some
recommendations were made as there is a need for innovation and new developments for
attractions in Mauritius so as to remain successful in the long term.
3
, Acknowledgement
I would like to express my appreciation to the following persons who have made the
coursework possible.
Our module conveyor, for her guidance, patience and constructive criticism for this
coursework.
Our close friends for their support during the coursework.
The respondents for their willingness to participate in the survey, and the marketing
managers of Crocodile Park and Domaine de L'etoile and the communication manager at
Casela.
Last but not least, we would like to thank all the people who indirectly helped us in
completing our research study.
4
ABSTRACT..............................................................................................................................................3
Acknowledgement.................................................................................................................................4
CHAPTER 1: INTRODUCTION..................................................................................................................5
1.1Introduction......................................................................................................................................5
1.2Problem Statement...........................................................................................................................6
1.3 Aims and objectives.........................................................................................................................7
1.4 Outline of the study.........................................................................................................................7
CHAPTER 2: LITERATURE REVIEW..........................................................................................................8
2.1 Introduction.....................................................................................................................................8
2.2 Attraction.........................................................................................................................................8
2.2.1 Researcher’s view on attraction................................................................................................9
2.3 Marketing Strategies......................................................................................................................10
2.4 Place..............................................................................................................................................11
2.5 Price...............................................................................................................................................12
2.5.1Seasonality Pricing/ Promotional Pricing.................................................................................12
2.6 Product..........................................................................................................................................13
2.6.1 Core product...........................................................................................................................14
2.6.2 Facilitating products................................................................................................................14
2.6.3 Supporting products...............................................................................................................15
2.6.4 Augmented Products..............................................................................................................15
2.7 Promotion......................................................................................................................................16
2.7.1 Advertising..............................................................................................................................17
2.7.2 Sales promotion......................................................................................................................18
2.7.3 Personal Selling.......................................................................................................................18
2.7.4 Public relations and Publicity..................................................................................................19
2.7.5 Direct Marketing.....................................................................................................................19
2.7.6 Internet Marketing..................................................................................................................20
2.8 People............................................................................................................................................20
2.9 Process...........................................................................................................................................21
2.10 Physical Environment...................................................................................................................22
2.11 Customer satisfaction..................................................................................................................23
2.12 Relationship between marketing strategies and customer satisfaction......................................24
1
,CHAPTER 3: RESEARCH METHODOLOGY..............................................................................................26
3.1 Introduction...................................................................................................................................26
3.2 Research type: Quantitative and Qualitative research..................................................................26
3.3 Sample size and Sampling techniques...........................................................................................26
3.4 Data Collection...............................................................................................................................27
3.5 Secondary Data and Primary Data.................................................................................................27
3.6 Target population..........................................................................................................................27
3.7 Interview........................................................................................................................................28
3.8 Questionnaires...............................................................................................................................28
3.9 Covering Letter..............................................................................................................................28
3.10 Pilot Test......................................................................................................................................29
3.11 Data Analysis................................................................................................................................29
3.12 Strength.......................................................................................................................................29
3.13 Limitations of the study...............................................................................................................29
CHAPTER 4: RESULT AND DISCUSSION................................................................................................31
4.1 Introduction...................................................................................................................................31
4.2 Analysis of Managers’ perception on the 7ps................................................................................31
4.2.1Place........................................................................................................................................31
4.2.2 Price........................................................................................................................................32
4.2.3 Product...................................................................................................................................32
4.2.4 Promotion...............................................................................................................................33
The three parks use social networking such as Facebook to promote their products and services to
customers worldwide. However, Casela is the most active and keeps its audience updated about
the latest offers such as games, quiz contests to maintain an interactive relationship between
management and its customers. Whereas Crocodile park uses a promotional strategy by using
medias such as Radios, newspapers, Salon du Prêt a Partir, brochures, Porte Ouvert. Crocodile
Park is planning to adopt television advertising however the assistant marketing manager’s
perception advertising on the television is an expensive strategy to adopt. Crocodile Park also
does a close follow up of the effectiveness of the promotional strategy. In this case it is not
efficient enough they get to opt it out. Compared to Crocodile Park, Domaine de LEtoile also
makes use of brochure and positive word of mouth. They also advertise through magazines and
billboards. Porte Ouvert are organised to target a large number of tourist. While doing the
comparative analysis it has been found out that both Crocodile Park and Domaine de L’Etoile uses
Porte Ouvert as a promotional strategy to attract their customers. In addition between Crocodile
Park and Casela there are some promotional strategies that are similar such as sales promotion
during events like Christmas, Mothers days, school holidays where they offer discounts and gifts
vouchers..........................................................................................................................................33
4.2.5 People.....................................................................................................................................33
2
, 4.2.6 Process....................................................................................................................................34
4.2.7 Physical Environment..............................................................................................................35
4.3 SPSS data analysis..........................................................................................................................36
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS........................................................................41
5.1 Recommendations.........................................................................................................................41
5.2 Conclusion.....................................................................................................................................44
REFERENCES:.......................................................................................................................................46
ABSTRACT
Attractions in Mauritius are an important sector in order to generate income. Both tourists
and local people have become mature as they choose attractions for their activities. The
attraction industry has become very competitive today and marketing organizations compete
with the other attractions to survive in this industry. The objectives of the study were to
explore managers’ perceptions about the marketing mix strategies, to assess customer
perception of marketing strategies adopted by attractions in Mauritius, to identify the critical
marketing strategies used by the attractions and to assess the relationship between marketing
strategies and customer satisfaction. In the Methodology, to gather data structured interview
was carried with the Marketing Managers of the attractions in Mauritius. A questionnaire was
also designed to distribute to the target population in the three different parks. The main
results found out that all the 7ps concerning the marketing strategies of attractions in
Mauritius is important for the service industry. Finally in the last part of the study, some
recommendations were made as there is a need for innovation and new developments for
attractions in Mauritius so as to remain successful in the long term.
3
, Acknowledgement
I would like to express my appreciation to the following persons who have made the
coursework possible.
Our module conveyor, for her guidance, patience and constructive criticism for this
coursework.
Our close friends for their support during the coursework.
The respondents for their willingness to participate in the survey, and the marketing
managers of Crocodile Park and Domaine de L'etoile and the communication manager at
Casela.
Last but not least, we would like to thank all the people who indirectly helped us in
completing our research study.
4
