95-731: Business Strategy and Electronic Commerce
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95-731: Business Strategy and Electronic Commerce. Zoos. Non-Profit to Consumers. Halit Akcaglayan | Naresh Bhaskar | Chad Carter Connie Chen | Teguh Djojoargono Heinz, CMU | Spring 2000. Players around the world. Basics.

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95-731: Business Strategy and Electronic Commerce

Zoos

Non-Profit to Consumers

Halit Akcaglayan | Naresh Bhaskar | Chad Carter

Connie Chen | Teguh Djojoargono

Heinz, CMU | Spring 2000



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Basics

  • Missions:Conservation of wild life, species, nature, habitats or environment.

  • Sources of Financial Support: Ticket sales, donations, corporate sponsorship, special events.

  • On-line Services:Online store, Ticket sales, Membership, Donations, Information (news, maps, directions), Education.

  • Categories:Animal zoos, aquaria, research oriented zoos, virtual zoos, safari parks.

    Zoo Index:

    http://www.mindspring.com/~zoonet/www_virtual_lib/zoos.html#indexes


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Sample Front Page (Denmark)www.knuthenborg.dk

Opening page of the site

Main English

language page

Menu of options

for navigation


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Sample Zoo Store (U.S.) www.sandiegozoo.org

Main menu on

opening page of the

San Diego Zoo site

San Diego Zoo:

http://www.shopzoo.com/home.html

The store at the

San Diego Zoo site

sells stuffed animals


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Target Audience

  • Primarily targeted at the population

    of the city the zoo is located in

  • Constituents:

    • School groups

    • Tourists

    • Children and families

    • Citizens supporting wild life and habitat preservation


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Attracting customers

  • Discount Promotions

  • Local Corporate Sales

  • National Corporate & Military Sales

  • Special Market Sales

  • Travel Industry Sales

  • Convention & Catering Sales

  • Ads in the Media

  • Flyers, Posters, Banners


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Attracting customers (continued)

  • Provision of information on the mission of the wild life park/zoo

  • Introduction of the features of the actual site and prices

  • Introduction of the amusement, education and research programs for children and adults (e.g. birthday parties at zoo, research and recreation centers on wild life protection)

  • Discounted family membership program

  • Voluntary animal adoption program in return for donations


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Value added

  • Ticket programs

  • Special tours

  • Catered events (e.g. birthday parties)

  • Picnics, excursions

  • Donor clubs

  • Information provision

  • Educational features

  • Shopping outlet


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Value added (continued)

  • Online video clips

    – Panda Cam

    (San Diego Zoo)

“The response to Panda Cam has been phenomenal”

- Zoo’s Web manager

“Panda Cam is history-in-the-making. Never before have this many people been able to watch a giant panda mother raise her newborn infant.” - Giant panda team leader

“Thank you, thank you. I’m mesmerized by the Panda Cam. And so are my kids.” – Elaine G.


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Value added (continued)

Partnership opportunities:

  • Opportunities for corporations that include sponsorship, cause-marketing, licensing, advertising, and possibly co-branding.

  • Strive to exceed both the partner’s and the zoo’s own shared marketing objectives, while maintaining commitment to mission.

  • Deliver consumer loyalty, a great sales climate, year-round benefits, community roots and international recognition.


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Sample Prices : San Diego Zoo

Membership options:

  • $76 Dual Membership – 2 adults in the same household

  • $60 Single Membership – 1 adult

  • Both options include:

    • 1 year's free unlimited admission to the San Diego Zoo and Wild Animal Park

    • 2 free guest passes ($35 value)

    • 1 year's subscription to “Zoonooz” magazine ($15 value)


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Sample Prices : Cincinnati Zoo

  • $270 Associate Club Membership:

    • 2 adults at 1 household and children

    • free parking

    • 8 free guest passes

  • $140 Patron Club Membership:

    • 2 adults at 1 household and children

    • free parking

    • 6 free guest passes

  • $64 Family Membership:

    • 2 adults at 1 household and children

  • $53 Single Parent Membership:

    • 1 adult and children

  • $38 Individual Membership:

    • 1 adult

  • $31 Student Membership:

    • 1 full-time college student


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Trying zoos online

  • Email notification when the zoo puts new exhibits and attractions online

  • Online gift membership offer

  • Promotions from the online zoo store

  • News and articles related to current wildlife and habitat conservation issues

  • An “Online Zoo” is a virtual zoo on the web that only provides information on animals and locations to see them. Note that such zoos may be for-profit or not-for-profit outfits.


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One shot to repeat customers

  • Educational features: Source of information for children on wildlife

  • School affiliate program: Generate repeat visits from student body

  • Donor/Member-only areas: Offer additional information and features

  • Collect membership information: Initiate data warehousing and make intelligent use of customer database


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One shot to repeat customers (continued)

  • Virtual safaris: Video clips and image albums to simulate safari experience

  • Interactive games for kids on the site

  • Animal sounds: Audio clips that quiz children to match images and sounds

  • Pet-related information for children and parents; Partner with SPCA

  • Regular updates: Prompt customer to check back often for new zoo stuff


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Recommendations

  • Implement better-designed, attractive, user-friendly interface

  • Include “Search” functionality

  • Partner with Rainforest Café:

    • Coupons for dinner at the restaurant

    • Vouchers for free visits to the zoo

  • Generate donations for “Protect-a-Species” program, through clicks to sponsors, as in the Hunger website.


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Recommendations (continued)

  • Information on restaurants, hotels, airport access & rental cars in the area

  • Partner with online city tour operator

  • Choice of shipping carriers and other parameters for zoo store

  • Advance permission marketing to achieve donor agreement to auto-deduct donations on periodic basis

  • Raffles, accumulate points, giveaways


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