The document summarizes marketing strategies and objectives for Chester Zoo. It outlines the zoo's mission to conserve biodiversity worldwide. It also discusses the zoo's sources of income, marketing mix of product, price, place and promotion. Competition is analyzed by comparing visitor numbers to other UK attractions and admission prices to European zoos.
4. Education Charity We get no aid or regular grants from the government (unlike museums) BUT . . . We can reclaim VAT on most things We qualify for Gift Aid We do not pay full Business Rates 97% of our income comes from our visitors
5. Zoo Income 2007 Zoo Income 2007 Zoo Income 2007 Total income £21,585,000 Approximate spend per head £15
39. How much publicity does the zoo attract? Press 148 press releases – many more newspaper stories Television and Radio Equivalent advertising value of £6 million!
41. Visitor numbers to other tourist attractions 2007 (Source: ALVA) 2.9 F/C 1058362 Westminster Abbey 20 2 F/C 1068244 Caterbury Cathedral 19 -2.3 C 1128107 Eden Project 18 25.1 C 1132366 ZSL London Zoo 17 2 C 1229703 Edinburgh Castle 16 6.7 C 1335773 Chester Zoo 15 15 C 1355425 British Library 14 5.1 F/C 1427096 Kew Gardens (RBG) 13 0 F/C 1593277 Tate Britain 12 0.5 F 1607767 National Portrait Gallery 11 0 F/C 1623881 St Paul's Cathedral 10 10 F 1695739 National maritime Museum 9 -1 C 2064126 Tower of London 8 3 F 2435300 Victoria and Albert Museum (South Ken) 7 11 F 2714021 Science Museum 6 -4.1 F 3600119 Natural History Museum 5 -8 F 4159485 The National Gallery 4 6 F 5191840 Tate Modern 3 12 F/C 5418265 British Museum 2 -3 F 5500000 Blackpool Pleasure Beach 1 % =/- Charge/Free Total visits Site
42. In Comparison to some European Zoos Municipal 166 972,000 Prague £2.15 Charity 44 1,087,000 Chester £14.95 Private co + gov aid 21 1,010,201 Hannover £7.28 Municipal 17 1,018,900 Karlsruhe £3.31 Municipal 10 1,118,499 Budapest £3.66 Non profit private foundation + gov aid 160 1,112,168 Berlin Tierpark £7.28 Foundation + city aid 14 1,130,000** Amsterdam £11.58 Municipal 23 1,164,392 Leipzig £7.61 Municipal, admin by private company 1 1,230,000 Genova £9.26 Private trust + gov & city aid 11 1,232,599 Copenhagen £10.65 Nat gov 33 1,293,704 Stockholm £5.81 Non profit 36 1,387,732 Munich £5.95 Non profit 36 1,400,000 Emmen £11.25 Municipal 21 1,451,547 Moscow £1.93 Non profit private foundation, aid from city 26 1,500,091 Rotterdam £10.92 Non profit private foundation, aid from city 12 1,503,724 Basel Zoo £6.57 Private 45 1,515,000 Arnhem (Burgers) £10.59 Nat gov corporation 17 1,725,000 Vienna £7.94 Non profit private corporation, aid from city 27 1,800,000 Zurich £9.03 Corporation + gov aid 28 1,804,513 Stuttgart £7.15 Share holder co + gov support 35 2,240,488 Berlin Zoo & Aquarium £7.28 Funding Status Size (ha) Attendance 2004 Name / City of Zoo *Admission