SeaWorld Brand Audit Final Report
Prepared for Professor Steven Brister MKT 372 - Brand Management
Prepared ! Kate Barn"art# $"ase Bennett# Karina %on&ale and Alia 'ernande&
(ovemer )*# 2+),
TABLE OF CONTENTS
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ntrodu/tion 'istor! Target Ma Mar0ets $omp mpeetitive Brands A. T"eme Par0s nterta ntertainmen inmentt 4estin 4estination ationss B. Anim Animal al 4is/ 4is/ov over er! ! $urr $urren entt Ma Mar0et r0et Situ Situat atio ion n A. Bran Brand d Per Perfo form rman an/e /e B. Mar0 Mar0et et 4!n 4!nam ami/ i/ss Positioning A. FunFun-lo lovi ving ng Famil Familie iess B. du/ du/at atio iona nall %rou %roups ps Bran Brand d Port Portfo foli lio o and and Ar/" Ar/"it ite/ e/tu ture re Brand d dentit! $ons $onsum umer er-B -Bas ased ed Bran Brand d 6ui 6uit! t! A. Bran Brand d Sali Salien en/e /e B. Bran Brand d Perfo Perform rman an/e /e $. Bran Brand d mag mager er! ! 4. $ons $onsum umer er udg udgmen ments ts . $ons $onsum umer er Feel Feelin ings gs F. $ons $onsum umer er Bra Brand nd Res Reson onan an/e /e Bran Brand d Mar Mar0e 0eti ting ng 8 Adve Advert rtis isin ing g $am $ampa paig igns ns Bran Brand d Mar Mar0e 0eti ting ng 8 T"e T"e Mar0 Mar0et etin ing g Mi9 Mi9 A. Pri/e B. Pla/e $. Produ/t 4. Pro Promo moti tio on Brand $"allenges A. Bla/ Bla/0f 0fis is" " Ba/0l Ba/0las as" " B. Misund Misunders erstoo tood d Missio Mission n $. :utd :utdat ated ed ;oo0 ;oo0 Re/ommendations A. SeaWorld< SeaWorld
SEAWORLD SEAWORLD FINAL REPORT INTRODUCTION
For t"e past fe= !ears# SeaWorld SeaWorld "as een fa/ing multiple /"allenges sin/e t"e airing of Blackfish and t"e tragi/ deat"s o//urring at its marine par0s. T"e /ompan! "as een struggling =it" /onsumer interest# severe finan/ial prolems# and =ea0 rand image due to negative puli/it!. puli/it!. SeaWorld "as ta0en a numer of approa/"es to fi9ing its rand /"allenges and "as attempted to influen/e "o= /onsumers feel and t"in0 aout its rand and servi/es. $urrentl!# $urrentl!# SeaWorld is ta0ing a more /onversationalist /onversationalist approa/" =it" several advertising /ampaigns> "o=ever# SeaWorld< SeaWorld
SeaWorld first opened its gates in )?,* @SeaWorld Par0s and ntertainment# 2+),. Alt"oug" SeaWorld =as originall! planned to e an under=ater restaurant# founders %eorge Milla!# Milt S"edd# Ken (orris and 4avid 4eMott developed t"e /on/ept into a marine &oologi/al par0 along t"e s"ore of Mission Ba! in San 4iego @SeaWorld Par0s and ntertainment# 2+),. T"e four $;A graduates =ere inspired ! t"e initial su//ess of Marineland# t"e =orld t"erefore# t"e dolp"ins at SeaWorld San 4iego =ere a main attra/tion for t"e 2)-a/re par0 @(iles# 2+)3. n 4e/emer )?,# S"amu arrived at t"e par0 after eing a/6uired from a Seattle a6uarium. S"amu =as t"e first "ealt"! or/a to e /aptured intentionall! intentionall!. Alt"oug" s"e died in )?7)# S"amu e/ame a rand name for SeaWorld and "er name =as lent to t"e man! or/as t"at =ould follo= @Butterl!# @Butterl!# 2+). n )?,G# SeaWorld e/ame puli/l!-traded and =as ale to invest in e9pansion @(iles# 2+)3. SeaWorld e9panded to :"io in )?7+ and to :rlando in )?73. 4uring t"is e9pansion period# SeaWorld SeaWorld partnered =it" t"e (e="all ;and $ompan! in )?7) to open a more traditional traditional t"eme par0# Magi/ Mountain Mountain @(iles# 2+)3. 'o=ever# SeaWorld SeaWorld a/0ed out of t"e investment after furt"er revie= @(iles# 2+)3. 'ar/ourt Bra/e ovanovi/"# a te9too0 pulis"er# pulis"er# oug"t t"e t"ree SeaWorld SeaWorld par0s in )?7, @(iles# 2+)3. 'B /ontinued investing in t"e par0s# in/luding SeaWorld SeaWorld San 4iego 'B =as fa/ing serious levels of det @(iles# 2+)3. An"euser-Bus/" An"euser-Bus/" "ad e9perien/e operating animal-t"emed attra/tions =it" its Bus/" %ardens t"eme par0s @(iles# 2+)3. Bus/" added t"e follo=ing attra/tions to SeaWorld SeaWorld San 4iegoI t"e Wild Ar/ti/ ride and e9"iit in )??7# t"e S"ip=re/0 Rapids ride in )???# and t"e ourne! to Atlantis roller /oaster ride in 2++* @(iles# 2+)3. Bus/" o=ned t"e t"eme par0 rig"ts to t"e Sesame Street /"ara/ters> t"e Sesame Street Ba! of Pla! 0iddie-ride opened at SeaWorld SeaWorld San 4iego in 2++G @(iles# 2+)3. nBev a/6uired An"euser-Bus/" An"euser-Bus/" in 2++G# and t"e par0s =ere suse6uentl! sold to T"e Bla/0stone %roup @(iles# 2+)3. nder Bla/0stone# SeaWorld San 4iego opened its Manta roller /oaster in 2+)2. Also# Bla/0stone made SeaWorld SeaWorld a puli/l!-traded /ompan! ! offering anot"er initial puli/ offering in 2+)3 @(iles# 2+)3. Sin/e its in/eption# SeaWorld SeaWorld "as developed man! of t"e standard pra/ti/es for t"e /are and reeding of marine mammals in /aptivit! @(iles# 2+)3. For e9ample# SeaWorld< SeaWorld
formed in )?,* in San 4iego @SeaWorld Par0s and ntertainment# 2+),. Milestones for t"e SeaWorld Animal Res/ue Team in/ludeI "elped save more t"an 2+#+++ oiled penguins after t"e Treasure oil spill in Sout" Afri/a> res/ued )* inHureddispla/ed sea lions after 'urri/ane Katrina in 2++> and assisted =ildlife and )++ endangered sea turtles affe/ted ! t"e BP oil spill @SeaWorld @SeaWorld Par0s and ntertainment# 2+),. T"roug"out t"e !ears# t"ere "ave een a numer of minor inHuries and some serious alter/ations et=een t"e trainers and t"e /aptured or/as @Butterl!# 2+). T"e most notale in/ident =as in 2+)+ =it" 4a=n Bran/"eau and t"e or/a Tili0um> 4a=n =as dragged into t"e =ater and died in fr ont of par0 guests at SeaWorld :rlando @Butterl!# 2+). Tili0um and ot"er /aptive or/as =ere t"e suHe/t of t"e 2+)3 do/umentar!# Blackfish. Blackfish /laimed t"at t"e or/as e9perien/ed stress and in/reased aggression ="ile eing "eld in tan0s t"at =ere not ade6uate living spa/es @(iles# 2+)3. Follo=ing t"e film# a numer of /ampaigns against SeaWorld SeaWorld /ame aout - all demanding t"at t"e animals e released into t"e =ild @(iles# 2+)3. SeaWorld "as responded to Blackfish and t"e /ampaigns ! de/laring t"em propaganda and misleading misleading to ="at SeaWorld SeaWorld a/tuall! does @(iles# @(iles# 2+)3. As a result of Blackfish# SeaWorld fa/ed de/lining attendan/e at its marine life par0s @;evine# 2+),. $urrentl!# SeaWorld is ta0ing old moves to address t"e /ontrovers!. As of 2+),# SeaWorld announ/ed t"at it =ill end its 0iller ="ale reeding program and t"e /urrent animals under its /are =ould e t"e last generation @;evine# 2+),. SeaWorld SeaWorld =ill also e modif!ing its or/a s"o=s to s"o= a more natural setting# instead of t"e variet! s"o= =it" /"oreograp"! and musi/ @;evine# 2+),. Partnering =it" t"e 'umane So/iet!# So/iet!# SeaWorld aims to in/lude edu/ational e9perien/es t"at engage visitors# as =ell as invest in res/ue and /onservation efforts for marine life @;evine# 2+),. SeaWorld loo0s to 2+)7 as an opportunit! to present a ne= vision and evolve t"e par0 @;evine# 2+),. TARGET MARKETS
T"roug" resear/" and anal!sis of SeaWorld
@or edu/ators are loo0ing for organi&ed# fun# manageale# and =ort"="ile field-trip a/tivities for t"eir student group. T"ese leaders are often stressed# /run/"ed for time# and udget-oriented. udget-oriented. T"eir goal in /oming to SeaWorld SeaWorld is for t"eir students to learn aout marine life and /areers in marine iolog! @SeaWorld# @SeaWorld# 2+),. T"e students in t"ese groups are loo0ing for an e9/iting# entertaining# and memorale e9perien/e at t"e SeaWorld SeaWorld par0s. SeaWorld SeaWorld targets edu/ational groups =it" spe/ifi/ programming# dis/ounts# and "ands-on a/tivities# in addition to its usual attra/tions. T!pi/all!# SeaWorld targets memers of t"is mar0et in t"e areas immediatel! surrounding its par0s @Florida# $alifornia# and Te9as Te9as due to travel /onvenien/es. COMPETITIVE BRANDS
SeaWorld< SeaWorld
Si9 Flags is a main /ompetitor to SeaWorld SeaWorld in t"e t"eme par0 mar0et. m ar0et. Si9 Flags is one of t"e most =ell0no=n and largest amusement par0 /ompanies in t"e /ountr! @Morgan. ts produ/t offering /onsists of t"eme par0s# t"rill par0s# =ater par0s# par0s # and famil! entertainment /enters. Si9 Flags operates par0s in )? different lo/ations# all =it" t"rilling roller /oaster rides and differentl! t"emed areas =it"in t"e par0s @Morgan. Si9 Flags target mar0et /onsists of adventure-see0ers and families ="o =ant to "ave a t"rilling and memorale time. Si9 Flags is similar to SeaWorld SeaWorld in t"at it offers roller /oaster rides# =ater rides and entertainment s"o=s for its guests to enHo!. 'o=ever# Si9 Flags is different from SeaWorld in t"at it "as a =ider arra! of roller /oasters and is more fo/used on t"rilling and e9/iting its guests# rat"er t"an providing an! edu/ational edu/ational enefits. W"ile it ma! not e an ovious /ompetitor of SeaWorld# SeaWorld# Main vent is a top destination for /onsumers =it"in SeaWorld
=it" nig"t attra/tions# dining and s"o=s @Walt 4isne! World# 2+),. 4isne!
T"e (ational A6uarium /ompetes =it" SeaWorld SeaWorld ! eing a non-profit a6uati/ edu/ation and /onservation organi&ation organi&ation t"at simultaneousl! a/ts as tourist destination in its lo/al /ommunities @(ational A6uarium# A6uarium# 2+). T"e (ational A6uarium strives to engage its visitors to a/tivel! parti/ipate in t"e preservation of a6uati/ life and natural resour/es. $urrentl!# t"e (ational A6uarium features a living /olle/tion of more t"an 2+#+++ fis"# irds# amp"iians# reptiles and marine mammals @(ational A6uarium# 2+). ts ne=est attra/tion is t"e Bla/0tip Reef# ="i/" features a s/"ool of la/0tip reef s"ar0s in an e9"iit t"at repli/ates t"e ndo-Pa/ifi/ reef @(ational A6uarium# A6uarium# 2+). T"e (ational A6uarium
SeaWorld ntertainment n/.# SeaWorld
o//urren/es# su/" as ad =eat"er# rat"er t"an a//epting potential puli/ distaste for t"e rand. SeaWorld SeaWorld is attempting to in/rease attendan/e for 2+), and 2+)7 ! introdu/ing t"ree ne= maHor attra/tions# Ma0o# $ora
T"e amusement par0 industr! is e9tremel! /ompetitive =it" "ig" entr! arriers due to investment and development /osts. T"ere are over *++ amusement par0s in t"e nited States# =it" five /ompanies dominating t"e field. (ort" Ameri/an t"eme par0 annual attendan/e surpasses 37 million guests @Amusement Par0 and Attra/tions ndustr! Statisti/s. T"e amusement par0 industr! is =ort" over E), illion dollars# dollars# and ! 2+2) it is proHe/ted proHe/ted to rea/" over E)7.? illion illion in revenue @Petrillo# 2+),. Bet=een 2+)) and 2+),# t"e industr! annual gro=t" rate "as een aout 3.7J# and it is proHe/ted to de/rease to 2.*J from 2+), to 2+2) @Petrillo# 2+),. T"e maHor segments in t"e industr! areI t"eme and amusement par0s# =ater par0s# famil! entertainment entertainment /enters# &oos# a6uariums# a6uariums# s/ien/e /enters# museums# museums# and resorts. T"e industr! niversal Par0s and Resorts =it" 22.)J mar0et s"are> SeaWorld ntertainment =it" G.3J mar0et s"are> $edar Fair =it" G.)J mar0et s"are> and Si9 Flags =it" 7.J mar0et s"are @Petrillo# 2+),. T"ese /ompanies "ave een in t"e industr! for a long time and "ave t"e most /ontrol of t"e industr! revenue# ma0ing it diffi/ult for ne= /ompanies to enter t"e game. Alt"oug" t"e amusement par0 industr! is in t"e Cgro=t"D p"ase of its life /!/le# it is nearl! saturated in t"e nited States. Man! of t"e top operators are e9pe/ted to 0eep gro=ing t"roug" international e9pansion in emerging mar0ets due to mar0et saturation. Most finan/ial t"reats in t"e amusement par0 industr! derive from e/onomi/ un/ertaint!# puli/ safet! regulations# adverse =eat"er /onditions# and tourism trends. POSITIONING
Be/ause SeaWorld SeaWorld "as t=o target mar0ets and positions itself a it differentl! to ea/" one# it operates est under t=o positioning statements. Alt"oug" Alt"oug" SeaWorld SeaWorld offers an almost identi/al produ/t - its par0s - to ot" target mar0ets# mar0ets# t"e target mar0ets< differing needs re6uire SeaWorld SeaWorld to mar0et itself itself differentl! to ea/". F*+$#&", Fam"$"es
For fun-loving families# SeaWorld
SeaWorld SeaWorld mar0ets itself to t"is segment as a fun destination ale to provide s=eet memories for an! famil!# famil!# an! time. W"ile SeaWorld SeaWorld oasts man! attra/tions geared to=ards /"ildren# it also "as elements of fun for t"e ="ole famil! to attra/t parents or ot"er /areta0ers. E(*%a!"#a$ Gr#*-s
For edu/ational groups# SeaWorld
SeaWorld SeaWorld is ale to emp"asi&e its edu/ational features and impressive &oologi/al attra/tions to appeal to t"ese groups ="o desire a fun learning e9perien/e. SeaWorld SeaWorld offers programming for student groups as =ell as dis/ounts for tea/"ers and ot"er edu/ators. T"e /ompan! is no= releasing a ne= program in ="i/" it goes to s/"ools via edu/ational S0!pe sessions ="i/" furt"er "ig"lig"ts its dedi/ation to t"is parti/ular target mar0et @SeaWorld# 2+),. BRAND PORTFOLIO AND ARCHITECTURE
SeaWorld SeaWorld Pi/tures# Sea=orld and SeaWorld $ares# SeaWorld< SeaWorld at 4is/over! $ove# !ou /an s=im =it" dolp"ins# snor0el in a /oral reef# and feed e9oti/ parrots. 4is/over! $ove is onl! lo/ated in :rlando and is /onsidered a sister par0 to SeaWorld :rlando. :rlando. Sin/e t"e rands /omplement one anot"er so =ell# pur/"asing admission to 4is/over! $ove also allo=s a /ustomer
unlimited a//ess to SeaWorld SeaWorld :rlando and A6uati/a :rlando. T"e A6uati/a par0s /ould also e /onsidered peer rands to SeaWorld as t"e! are underneat" t"e same parent /ompan!. 'o=ever# t"e! ma! also fit as endorsed rands due to t"eir offi/ial name# CA6uati/a# SeaWorld
SeaWorld it also does =or0 in /onservation and resear/" animals. T"e logo is "ig"l! re/ogni&ed and is part of t"e /ompan! t"is is t"e name given to t"e CstarD of t"e or/a s"o=s at SeaWorld. SeaWorld. T"e name S"amu "as een trademar0ed# @as =ell as t"e names (amu# and Ramu and is internationall! re/ogni&ale. n Mar/" of 2+),# SeaWorld announ/ed t"at it =ould end its reeding program# and t"at it =ould p"ase out or/a t"eatri/al s"o=s ! 2+)?. T"is =ill ring a /"ange to a rand staple t"at "as een around sin/e t"e )?,+
CONSUMER+BASED BRAND E.UITY
To enale furt"er understanding of SeaWorld
SeaWorld SeaWorld "as su//essfull! /ategori&ed itself as a t"eme par0 and famil! entertainment destination. n terms of dept" of rand a=areness# /onsumers /an easil! re/all and re/ogni&e t"e SeaWorld rand. Surve! respondents re/ogni&ed SeaWorld SeaWorld as a t"eme par0 and a sour/e of famil! entertainment# as =ell as a pla/e to en/ounter marine life. A//ording to intervie=ees# famil! entertainment needs to e /ost effe/tive# age appropriate and 0id friendl!. friendl!. n general# a t"eme par0 and entertainment venue must satisf! /onsumers< needs for entertainment# affordailit!# affordailit!# and age appropriateness. SeaWorld en/ompasses t"ese 6ualities and meets t"e needs of /onsumers# ="ile providing a fun learning environment for families to enHo!. SeaWorld also "as a strong readt" of rand a=areness. ntervie=ees pla/ed SeaWorld in t"e /onsideration set ="en /onsidering animal dis/over! lo/ations# t"eme par0s# and entertainment destinations in :rlando# San Antonio# and San 4iego. T"e SeaWorld SeaWorld e9perien/e is /onsistent a/ross t"ese t"ree par0s# and /onsumers are a=are of t"is. ntervie=ees also noted t"at summer =as a spe/ifi/ time period for attending SeaW SeaWorld# orld# and =eat"er =as a determinant determinant in ="et"er or not not one of t"e intervie=ees intervie=ees t"oug"t of attending a t"eme par0. T"ese responses indi/ate t"at /onsumers /onsider SeaWorld SeaWorld ="en famil! va/ations generall! o//ur 8 during t"e summer mont"s and good =eat"er /onditions. SeaWorld< SeaWorld
T"roug"out t"e intervie=s# SeaWorld SeaWorld =as rated "ig"l! on its ailit! to provide famil! entertainment and =as even /onsidered CetterD t"an ot"er t"eme par0s. Spe/ifi/all!# Spe/ifi/all!# one intervie=ee noted t"at SeaWorld SeaWorld e9e/uted famil! entertainment more effe/tivel! t"an ot"er t"eme par0s e/ause of its Cmarine life s"o=s and intera/tive entertainment.D T"ese responses related to SeaWorld
For SeaWorld# SeaWorld# t"e maHorit! of its audien/e attending t"e par0 /onsists of families. T"ese families are t!pi/all! !ounger =it" elementar!-aged /"ildren. T"e! "ave enoug" dis/retionar! in/omes to ta0e t"eir families on a small adventure# su/" as a visit to SeaWorld. SeaWorld. T"e intervie=ees refle/t t"is user profile. W"en as0ed ="at /omes to mind ="en t"e! t"oug"t of SeaWorld# intervie=ees ans=ered =it" uni6ue des/riptions su/" as marine life# S"amu# and =ater-related s"o=s. T"e name of t"e rand itself =arrants t"ese des/riptions 8 SeaWorld implies a =ater environment and a6uati/ life. SeaWorld SeaWorld is imagined as an outside arena# alt"oug" t"ere are various indoor a/tivities for edu/ational and intera/tive purposes. As t"e intervie=ees indi/ated# /onsumers envision SeaWorld SeaWorld in t"e summertime during prime famil! va/ation times. n terms of personalit! traits and values# SeaWorld SeaWorld is mostl! asso/iated =it" t"e rand personalit! of e9/itement. $onsumers are a=are t"at SeaWorld is an imaginative and spirited t"eme par0. As for t"e "istor! of t"e rand# /onsumers dra= on t"eir past e9perien/es at SeaWorld SeaWorld to develop t"eir o=n imager! of t"e rand. :ne intervie=ee /ommented t"at "er image of SeaWorld SeaWorld =as asso/iated =it" a spe/ial time in "er life> SeaWorld =as "er /"ild
A//ording to intervie=ees# SeaWorld< SeaWorld
C#s*mer Fee$",s
W"en 6uestioned on t"eir emotional rea/tions to t"e SeaWorld SeaWorld rand# intervie=ees instantl! reported feelings of =armt"# fun and e9/itement. :ne intervie=ee stated t"at "er emotions asso/iated =it" "er last visit to SeaWorld =ere fun and "app! e/ause it /reated Cgood memoriesD of "er and "er famil!. Anot"er Anot"er intervie=ee e9plained t"at alt"oug" SeaWorld SeaWorld =as fun and e9/iting# it =as also Cover="elmingD =it" all t"at it "ad to offer to visitors. 'er perspe/tive indi/ates t"at t"e immense amount of attra/tions and entertainment at SeaWorld SeaWorld ma! "ave a negative effe/t on /onsumers< feelings feelings of se/urit!> t"eir /omfort level ma! e distorted due to ever!t"ing t"at is availale at SeaWorld. SeaWorld. n terms of so/ial approval# intervie=ees =ere as0ed if t"eir opinion of SeaWorld =as altered ! t"e release of t"e do/umentar! Blackfish. Respondents indi/ated t"at t"e! "ad feelings of distrust =it" SeaWorld SeaWorld and "ad mi9ed emotions regarding t"e negative media surrounding t"e /ompan!. /ompan!. n t"e surve!# parents< and edu/ators< top t"ree asso/iations =it" SeaWorld =ere Cfun for 0idsD @,,J to 7+J# CHo!D @3+J to *J and Cedu/ationD @*2J to ?J# indi/ating t"at SeaWorld is asso/iated =it" its target mar0ets in t"ree positive =a!s. T"ese responses reinfor/e t"e intense feelings of =armt"# fun and e9/itement asso/iated =it" SeaWorld. Surve! respondents< ottom asso/iations =it" SeaWorld =ere CinspirationD @3J to *J# and Ctrust=ort"inessD Ctrust=ort"inessD @GJ to )2J. Again# t"ese responses displa! t"at despite SeaWorld
$onsumer rand resonan/e =it" t"e SeaWorld SeaWorld name is =ea0 and presents a serious /"allenge to SeaWorld
Prior to Blackfish @2+)3# SeaWorld
after t"e /ommer/ial. ts print ads also =ent =it" t"e notion of /onne/ting audien/es =it" t"e emotions t"at t"e! =ould feel ="ile at SeaWorld. T"ese ad /ampaigns =ere fo/used on ="at feelings /ould e e9perien/ed at SeaWorld t"at /ould not e e9perien/ed else="ere. A 0e! fa/tor in ot" /ampaigns =as S"amu# t"e various animal s"o=s# and intera/tion =it" t"e animals. n t"e late )?G+
SeaWorld SeaWorld is a pla/e ="ere families and !oung adventure-see0ers enHo! spending t"eir disposale in/ome. $ompared to lo/al a6uariums# SeaWorld< SeaWorld
for pri/es as lo= as E)+ per person @Pedi/ini# 2+). T"ere are man! pri/e promotions used to ring more visitors to t"e par0s# in/luding /oupons availale at registers of M/4onalds# Ta/o $aana# and various tourist logs. du/ational groups are one of t"e maHor enefa/tors of dis/ounts# dis/ounts# and t"e more ti/0ets oug"t# oug"t# t"e "ig"er t"e savings savings rate. SeaWorld SeaWorld also offers ui/0 ueue nlimited# ="i/" /omes at an e9tra /ost and allo=s /ustomers to s0ip lines and =ait times. T"ese add-ons var! in pri/e ! par0 and are more e9pensive on pea0 da!s. T"e /ost of meals and souvenirs are not in/luded in SeaWorld
SeaWorld SeaWorld "as t"ree lo/ations a/ross t"e nited States in San Antonio# San 4iego# and :rlando. T"is re6uires t"at some visitors must travel long distan/es to t"e par0s in order to enHo! t"em. T"e par0s are spa/ed out a/ross t"e /ountr! so t"at t"ere is a SeaWorld SeaWorld par0 at ever! /oast of t"e S. SeaWorld SeaWorld emp"asi&es t"at t"e e9perien/es availale at its par0s are e9/lusive# and people are =illing to travel to e a part of t"is. 'o=ever# in t"e t"ree /ities t"at SeaWorld is lo/ated# t"ere are a numer of /ompetitors in t"e vi/init! of ea/" lo/ation. T"is /ould e an advantage for SeaWorld> for e9ample# if a group of people =ere "eading to a /it! to visit anot"er t"eme par0# t"en t"e! ma! de/ide to stop and go to SeaWorld too. 'o=ever# t"is /ould also present a disadvantage for SeaWorld. f a group of people are travelling to a /it! and onl! "ave a /ertain amount of time to e t"ere# t"en t"e! ma! /"oose to visit t"e /ompetition instead of SeaWorld SeaWorld @Pedi/ini# 2+). SeaWorld SeaWorld must also /ompete =it" lo/al attra/tions# su/" as a6uariums# and entertainment venues# li0e Main vent. $ompetition ! lo/ation variesI San 4iego oasts one of t"e most famous &oos in t"e =orld> :rlando is "ome to Walt 4isne! World and niversal Studios> and San Antonio "as a popular Si9 Flags lo/ation. Ti/0ets to SeaWorld SeaWorld ma! e pur/"ased online t"roug" its =esite# t"roug" dis/ounted travel =esites# at gro/er! stores in t"e /ustomer servi/e department# or in various lo/ations ="ere gift /ards are sold. Wit" t"ese man! options availale# a//ess to par0 ti/0ets is not limited. SeaWorld SeaWorld "as a par0 app# SeaWorld 4is/over! %uide# ="i/" allo=s fans and visitors to a//ess par0 "ours# s"o= times# e9/lusive offers# e9"iit /ameras# and par0 ti/0ets. T"roug" its app# SeaWorld /an /onne/t =it" /ustomers =it"out t"em eing p"!si/all! p"!si/all! in t"e par0. Pr#(*%!
SeaWorld< SeaWorld t"ese visitors =ould li0el! not e ale to do t"is in t"e =ild. T"e point of differentiation =it" ot"er t"eme par0s is t"e intera/tion =it" and edu/ation aout a6uati/ animals and marine life. Similarities =it" ot"er t"eme par0s in/lude SeaWorld SeaWorld food and everage offerings at its par0s. T"ere are man! t!pes of restaurants and sna/0 stations at SeaWorld# ranging from pop/orn and soda stands to fullservi/e restaurants. T"ere is also a meal =it" S"amu< availale to visitors for an e9tra pri/e# ="ere /ustomers /an enHo! t"eir meals ne9t to t"e tan0s of t"e or/as. SeaWorld also "as souvenir s"ops around
its properties# and even at some airports. Seasonal t"emes li0e :/toer
SeaWorld "as een around sin/e t"e )?,+s. Sin/e t"en# SeaWorld "as een using traditional met"ods of promotion to rea/" its its target mar0ets. More re/entl! re/entl!## SeaWorld SeaWorld "as een ver! a/tive a/tive on so/ial media and uses t"is approa/" as a =a! to intera/t =it" its /ustomers in a more personal =a!. A positive aspe/t of t"is is t"at /onsumers feel t"at t"e! are important to t"e /ompan!# /ompan!# t"at t"eir /on/erns are eing addressed in a positive =a!# =a!# and t"at t"e! "ave an impa/t on t"e /ompan!. /ompan!. 'o=ever# sin/e sin/e SeaWorld SeaWorld is using its resour/es to target so/ial media users# it ma! e negle/ting groups t"at "ave not adopted t"is form of te/"nolog! or ="o do not follo= rands /losel! online. SeaWorld also promotes its rand t"roug" travel logs and tourist-fo/used tourist-fo/used media. T"ese T"ese sites allo= SeaWorld SeaWorld to send out information information t"roug" /redile /redile sour/es t"at ma! "ave more rea/" t"an its =esites do. SeaWorld SeaWorld "as partnered =it" man! fast food restaurants in t"e past in order to en/ourage /onsumers to pur/"ase dis/ounted ti/0ets =it" t"e pur/"ase of meals. 9amples of its partners in/lude M/4onald
SeaWorld< SeaWorld "o=ever# "o=ever# its efforts in rea/"ing t"e puli/ to inform t"em of t"ese plans "ave not a/"ieved t"e desired effe/t. T"e firm released a "uge /ampaign to improve /ommuni/ation =it" t"e puli/ /alled CAs0 SeaWorldD SeaWorldD and "as pledged E)+ million to go to=ards or/a ="ale resear/" @Titlo=# @Titlo=# 2+). T"oug" t"ese initiatives allo=ed SeaWorld sto/0 to improve marginall!# marginall!# t"e rand /ontinues to suffer from poor /onsumer Hudgments and feelings to=ards it. Somet"ing is missing in t"e /ompan!
:n a related note# t"e puli/ largel! misunderstands SeaWorld
SeaWorld SeaWorld "as an outdated loo0 and feel to its rand# and as a result# struggles to remain relevant =it" its target audien/es. SeaWorld SeaWorld "as not updated its logo sin/e t"e earl! )??+s# and in t"e rand surve! /ondu/ted on SeaWorld# onl! 3,J of respondents elieved t"at t"e SeaWorld logo =as up-to-date. SeaWorld
RECOMMENDATIONS
SeaW#r$(6s C*rre! E))#r!s
SeaWorld responded to t"e 27 8AskSeaW#r$( Cam-a",9 See0ing to repair its rand image# in 2+)# SeaWorld Blackfish do/umentar! =it" an aggressive ad /ampaign# CAs0 SeaWorld#D ="i/" =as to e featured in puli/ations su/" su/" as t"e (e= Oor0 Oor0 Times# Times# ;os Angeles Times# Times# and Wall Wall Street ournal. T"e T"e /ampaign =ould also "ig"lig"t /onservation initiatives su/" as a E)+ million donation to stud! endangered 0iller ="ales @Pedi/ini# 2+). (e9t# SeaWorld laun/"ed a series of television /ommer/ials and a ne= =esite# ===.As0SeaW ===.As0SeaWorld./om. orld./om. T"ese advertising series =ere aimed to reverse de/lining attendan/e# in/rease revenue# and gain a more favorale image ! addressing t"e /ompan!
SeaWorld revealed plans to p"ase out its 0iller ="ales 57 Phase O*! A"ma$ Sh#;s9 n Mar/" of 2+),# SeaWorld and to /ease t"e reeding of t"e 0iller ="ales @Allen# 2+),. (e= SeaWorld SeaWorld $:# oel Man!# Man!# "as de/ided to fo/us on /onservation and res/uing efforts. 4espite SeaWorld
First# SeaWorld SeaWorld needs to improve and in/rease its /ommuni/ation =it" its target mar0ets via so/ial media. SeaWorld SeaWorld and SeaWorld $ares need to in/rease t"e fre6uen/! and amount of mediums t"roug" ="i/" t"e! rea/" out to /onsumers. Alt"oug" SeaWorld SeaWorld "as man! videos and =ritten /ontent on its personal =esite# t"is information does not rea/" man! /onsumers. SeaWorld SeaWorld s"ould fo/us on leveraging so/ial media advertisements on OouTu OouTuee and /reate Snap/"at stories and filters to ring attention to t"e /ompan!. /ompan!. T"is =ould "elp SeaWorld SeaWorld rea/" audien/es t"at are not /urrentl! follo=ing or intera/ting =it"
t"e rand online. SeaWorld /ould also engage and edu/ate /onsumers t"roug" live road/asts# su/" as Fa/eoo0 ;ive and Peris/ope# to road/ast its /onservation approa/"es and "elp s"ift /onsumer per/eption aout t"e t"e rand. SeaWorld SeaWorld /ould also feature feature professional marine iologists iologists in =ee0l! logs logs t"at =ould provide /onsumers =it" more information on ="at t"e rand is doing to improve t"e life of man! marine animals. Bot" of t"ese efforts =ould provide /onsumers =it" more information aout t"e rand t"at =ill "elp "elp in/rease trust and s"ift s"ift t"e negative attitude attitude to=ards t"e rand. rand. (e9t# in addition to to leveraging so/ial media# media# SeaWorld SeaWorld s"ould in/rease in/rease t"e fre6uen/! of ads t"at s"o= s"o= its /onservation initiatives on television or streaming sites. T"is effort =ould "elp to spread information aout t"e rand in a /ontrolled environment. n addition to t"ese advertisements# SeaWorld SeaWorld /ould also rea/" out to popular millennial ne=s sour/es and /ommentar! outlets# su/" as T"e 'uffington Post# in order to in/rease /ontent aout SeaWorld $ares efforts and s"are t"e rand visitors feel as if t"e! "ave een transported to a ne= land ="ere animal life t"rives. $urrentl!# $urrentl!# SeaWorld /onsumers s"ould feel t"at t"e! "ave een transported under t"e sea ="en visiting t"e par0s. Spe/ifi/all!# SeaWorld SeaWorld /an reposition itself as an a6uati/ t"eme par0 ! revamping t"e par0s< environments# t"e overall loo0 and feel of t"e par0s# and t"e /ompan!
interest to refo/us itself as t"e pla/e to go to e9plore t"e o/ean and e a part of t"e sea. T"is s"ift =ill e most /learl! represented to its fun-loving families target mar0et. ts edu/ational offerings alread! serve a ni/"e mar0et# and SeaWorld =ill /ontinue /ontinue to serve t"ese groups. 'o=ever# it =ill do so as it "as in t"e past# in a less overt manner. manner. 4ue to its its repositioning# repositioning# SeaWorld
n addition to re/reating t"e loo0 and feel of t"e SeaWorld SeaWorld par0 and improving its /ommuni/ation =it" its target /onsumers to su//essfull! reposition itself in t"e mind of /onsumers# SeaWorld needs to ma0e /"anges =it" t"e displa! of t"e animals it /urrentl! o=ns and /ares for. Sin/e animal s"o=s are no longer of interest to t"e puli/# SeaWorld s"ould /onvert SeaWorld
Part of SeaWorld
program and t"e entertainment-ased entertainment-ased s"o=s. SeaWorld SeaWorld /an also improve its its rand image ! s"o=ing s"o=ing /onsumers t"at a /ertain per/entage of t"e ti/0et revenue =ill go to=ards t"e res/uing animals and o/ean /onservation. Brand e9tensions and ideas for SeaWorld SeaWorld to reposition its image in/lude /ategor! e9tensions# su/" as onsite "otels =it" in-par0 per0s for t"ose sta!ing t"ere# as =ell as partnering =it" a /ruise line to ta0e /ustomers to t"e sea instead of ringing t"e sea to t"e /ustomer. SeaWorld /an also invigorate t"e rand ! laun/"ing /ore produ/ts produ/ts and servi/e innovations# innovations# su/" asI oo0s oo0s targeted to=ards to=ards 0ids# fo/using on marine life> do/umentaries and movies for 0ids> T1 s"o=s for 0ids =it" /"ara/ters from t"e par0s> a s=im=ear line> partners"ips =it" universities in areas li0e marine iolog!> partners"ips =it" /ompanies li0e Build-A-Bear and ;ego to sell S"amu randed to!s. CONCLUSION
n /on/lusion# SeaWorld SeaWorld "as a lot of =or0 to do in regards to improving its rand resonan/e =it" t"e puli/. First# it needs to to improve its /ommuni/ations /ommuni/ations =it" t"e puli/ puli/ ! in/reasing promotions promotions and developing a note=ort"! do/umentar! to improve t"e puli/
APPENDI1 E=h"<"! 2 SeaWorld
E=h"<"! 4 SeaWorld
E=h"<"! 5 SeaWorld
WORKS CITED
Allen# %. @2+),# Mar/". SeaWorld agrees to end /aptive reeding of 0iller ="ales. $ational %ublic %ublic "ttpI===.npr.orgse/tionst" gse/tionst"et=oet=o &adio! Retrieved (ovemer ?# 2+),# fromI "ttpI===.npr.or =a!2+),+3)7*7+72+G+* =a!2+),+3)7*7+72+G+* sea=orld-agrees-to-end-/aptive-reeding sea=orld-agrees-to-end-/aptive-reeding-of-0iller-="a -of-0iller-="ales les Amusement Par0 and Attra/tions ndustr! Statisti/s. @n.d.. 'he (nternational )ssociation of )musement We. Retrieved Septemer 27# 2+),# fromI %arks and )ttractions )ttractions . We. Q"ttpI===.iaapa.orgresour/es Q"ttpI===.iaapa.orgresour/es!-par0-t!peamuse !-par0-t!peamusement-par0s-and-attra/t ment-par0s-and-attra/tionsindustr!ionsindustr!statisti/s. Bender# Andre=. @2+)# (ov )). Sa!onara# S"am> SeaWorld To $lose Killer W"ale S"o= in San 4iego. We. Retrieved Septemer 2G# 2+), fromI Forbes *againe *againe . We. Q"ttpI===.fores./omsitesandre= Q"ttpI===.fores./omsitesandre=ender2+)) ender2+)))))s )))sa!onara-s"amu-sea=orld a!onara-s"amu-sea=orld-to-/lose-to-/lose0iller-="ale-s"o=-in-san-diego 0iller-="ale-s"o=-in-san-diegoN*e)d3?G) N*e)d3?G))2)f. )2)f. Butterl!# Butterl!# A. @2+)# (ovemer )+. T"e stor! of SeaWorlds S"amu 0iller ="ales. BB+! Retrieved Septemer 27# 2+),# from Q"ttpI===././o.u0ne=seatar Q"ttpI===././o.u0ne=seatarti/le3*77,)+) ti/le3*77,)+)t"e-stor!-oft"e-stor!-ofsea=orlds-s"amu-0iller-="ales $li/0 Ameri/ana RSS. @2+)3# (ov ?. SeaWorld SeaWorld San 4iegoI S"amu# 4olp"ins More @)?G,. +lick )mericana *emories *emories *emorabilia . Retrieved Septemer 2G# 2+), fromI Q"ttpI/li/0ameri/ana./ommediaadverti Q"ttpI/li/0ameri/ana./ommediaadvertisementssea-=orld-san sementssea-=orld-san-diego-s"amu-penguin -diego-s"amu-penguinssdolp"ins-)?G,. a/6ues# Am!. @2+)2. Ma0ing =avesI SeaWorld
(eate# R. @2+)# Aug ,. SeaWorld SeaWorld sees profits plunge plunge G*J as /ustomers desert desert /ontroversial par0. par0. 'he Q"ttpsI===.t"eguardian./omus0uardian! Retrieved Septemer 27# 2+),# fromI Q"ttpsI===.t"eguardian./omusne=s2+)aug+,sea=orld-prof ne=s2+)aug+,sea=orld-profits-plunge-/usto its-plunge-/ustomers mers (iles# R. @2+)3# ul! . T"eme Par0 'istor!I A s"ort s"ort "istor! of SeaWorld SeaWorld San 4iego. 'heme %ark (nsider! (nsider! Retrieved Septemer 27# 2+),# fromI Q"ttpI===.t"emepar0insider./omflume2+)3+732. (oleman# Mar/. @2+))# @2+))# Aug 22. 22. Super 7+s and G+sI Sea World super"eroes =ater =ater s0i s"o=V introdu/tion. $oblemania. Retrieved Septemer 2G# 2+), fromI Q"ttpInolemania.logspot./om2 Q"ttpInolemania.logspot./om2+))+G +))+Gsuper-7+s-and super-7+s-and-G+s-sea-=orld-sup -G+s-sea-=orld-super"eroes."tml. er"eroes."tml. Pedi/ini# S. @2+)# une ),. SeaWorld Sets (e= Ti/0et Pri/es# =it" Mi9 of $"anges. 1rlando Sentinel! Retrieved Septemer 2G# 2+),# fromI Q"ttpI===.orlandosentinel./o Q"ttpI===.orlandosentinel./omtravelattra/tions mtravelattra/tionssea=orldos-se sea=orldos-sea=orld-ti/0et-pri/es a=orld-ti/0et-pri/es-rise-rise2+)+2)-stor!."tml. Pedi/ini# S. @2+)# Mar/" 23. See0ing to repair its rand# SeaWorld laun/"es /ampaign. /ampaign. 1rlando Q"ttpI===.orlandosentinel./omusiness ./omusiness Sentinel! Retrieved Septemer 2G# 2+),# fromI Q"ttpI===.orlandosentinel tourismos-sea=orld-repairing-rand tourismos-sea=orld-repairing-rand-2+)+323-stor! -2+)+323-stor!."tml. ."tml. Petrillo# (. @2+),# April. Amusement Par0s in t"e S @Resear/" Report (o. 7)3)). 7)3)). (B(S World! World! Retrieved Septemer 2G# 2+), fromI Q"ttpI/lients).iis=orld./omrep Q"ttpI/lients).iis=orld./omreportsusindus ortsusindustr!default.asp9Len tr!default.asp9Lentid),*,. tid),*,. R"oda# Ma!a. @2+)# Aug ,. Sea=orlds Profits 4rop G*J After Bla/0fis" 4o/umentar!. 4o/umentar!. Time. Retrieved Septemer ?# 2+),# fromI Q"ttpItime./om3?G7??Gsea=orl Q"ttpItime./om3?G7??Gsea=orlds-profits-drop-G* ds-profits-drop-G*-after-after la/0fis"-do/umentar!. la/0fis"-do/umentar!. SeaWorld Par0s and ntertainment. @2+),. 'istor!. SeaWorld %arks .ntertainment! Retrieved Septemer 27# 2+),# fromI Q"ttpsIsea=orldentertainment./o Q"ttpsIsea=orldentertainment./omen="o-=e-are"is men="o-=e-are"istor!. tor!. SeaWorld SeaWorld Par0s and ntertainment @2+),. Media Room mages. SeaWorld %arks .ntertainment! Retrieved on Septemer 27# 2+),# fromI Q "ttpsIsea=orldpar0s./omensea=orldsanantoniomedia-roomimages. sanantoniomedia-roomimages . SeaWorld SeaWorld Par0s and ntertainment. @2+),. Milestones. SeaWorld %arks .ntertainment! Retrieved Septemer 27# 2+),# fromI Q"ttpsIsea=orld/ares./omres/uesm Q"ttpsIsea=orld/ares./omres/uesmilestones. ilestones. SeaWorld SeaWorld Par0s ntertainment. @2+),# Mar. SeaWorld ;aun/"es (e= T1 and Print Ads. SeaWorld Q"ttpsIsea=orld/ares./om2+),+3SeaW SeaWorldorld+ares. Retrieved Septemer 2G# 2+), fromI Q"ttpsIsea=orld/ares./om2+),+3 ;aun/"es-(e=-T1-and-Print-Ads. SeaWorld SeaWorld Par0s ntertainment. @2+),. W"! Bla/0fis" is Propaganda# not a 4o/umentar!. SeaWorld +ares! Retrieved Septemer 27# 2+),# fromI Q"ttpsIsea=orld/ares./omt"e-fa/tstrut"-aou Q"ttpsIsea=orld/ares./omt"e-fa/tstrut"-aoutt la/0fis". Titlo=# o"n Paul. @2+)# Aug *. SeaWorld is spending E)+ million to ma0e !ou forget aout Bla/0fis". Fast+ompany. Retrieved Septemer 27# 2+),# fromI Q"ttpsI=== "ttpsI===.fast/ompan! .fast/ompan!./om3+*,3*2sea=o ./om3+*,3*2sea=orld-is-spending-)+ rld-is-spending-)+-million-to-ma0e-!o -million-to-ma0e-!ou-forgetu-forgetaout-la/0fis". aout-la/0fis" .
Walt 4isne! World. @2+),. 4isne!s Animal Kingdom T"eme Par0. 2isney World! World! Retrieved Septemer 2G# 2+),# fromI Q"ttpsIdisne!=orld.disne! Q"ttpsIdisne!=orld.disne!.go./omdestinati .go./omdestinationsanimal-0ingd onsanimal-0ingdom. om. Weiserg# ;. @2+),# Ma! . SeaWorld SeaWorld attendan/e gro=s# earnings de/line. San 2iego nion 'ribune! Retrieved Septemer 27# 2+),# fromI Q"ttpI===.sandiegouniontr Q"ttpI===.sandiegouniontriune./omusiness iune./omusinesstourismsdut-s tourismsdut-sea=orld-attendan/e-" ea=orld-attendan/e-"ig"erig"erearnings-lo=er-2+),ma!+-stor! earnings-lo=er-2+),ma!+-stor!."tml. ."tml.