TASK A: Describe the 4P's in relation to Thorpe Park and show how they work together to achieve Thorpe Park's objectives

Products and Services

Teachers Tips
- You must describe the full range of products and services a list is not good enough
- You must describe both products and services

Although, almost without exception, a new attraction is launched every year and the main launch communication will focus on that, general communication about the rest of the Park is required. Theme Parks provide a whole day out for the family and it is not just about the rides. The other attractions, places to eat, games, photography, and the atmosphere all play an important part in delivering a great day out.

A PRODUCT describes the goods or services offered for sale by organisations. It is through the product that the customers' needs are satisfied.

A SERVICE is something offered by an organisation that benefits the customer.

Products

The main products at Thorpe Park are the rides.

The main rides are listed below:
1. Stealth
2. Colossus
3. Detonator
4. Nemesis Inferno
5. Rush
6. Slammer

There are also other rides at Thorpe Park that can be divided into three sections:

1. Thrill Seekers
2. Families
3. Young Families

Services

Thorpe Park has a range of services it offers visitors:

1. Eating and Drinking
2. Shopping
3. General Facilities
4. Ride Photography
5. Disabled facilities

Price

Teachers Tips
- Include details of all pricing
- When describing the price of different tickets actually quote the price
- Discuss the different pricing methods used by Thorpe Park

There is a complex pricing structure for the Park which aims to maximize the revenue the Park can achieve with its targeted number of visitors. Marketing will review the pricing each year and along with the finance department look at how the budgeted targets can be achieved through the pricing matrix. Advance bookings help to reduce the queues at admissions as visitors already have their tickets and can go straight into the Park.

The main ticket prices at Thorpe Park are here

Pricing Methods

Charging the right price for a product is difficult. Thorpe Park needs to cover costs and make a profit. Thorpe Park uses different methods to arrive at their ticket price.

Competition Based Pricing
* Thorpe Park is influenced when setting prices (e.g. Alton Towers and Chessington)
* The price is set to be fairly similar to avoid a price war between these organisations

Market Orientated Pricing
* Thorpe Park looks at what is going on in the market when they set their prices
* It looks at what customers are willing to pay at certain time in certain situations e.g. Senior, family and group pricing

Peak and Off Peak Pricing
* For school trips only Thorpe Park offer peak and off peak pricing
* Peak - higher prices when the park is busy
* Off Peak - lower prices to encourage more visitors

Discounts
* Thorpe Park offers discounts on their normal prices e.g. large groups, students, seniors and schools
* This makes Thorpe Park appeal to a wider range of customer

Special offers
* Products are offered at a special low price, this encourages the sales of product

Place

Teachers Tips
- When you describe place do so in your own words
- Describe why place is important to Thorpe Park
- Include at least two maps at different scales to show the location of Thorpe Park

Thorpe Park has to make its products available to customers at the right place at the right time.

The Thorpe Park website has an excellent section on place here

Place key points
1. Thorpe Park is located close to London the most populated area of the country
2. Thorpe Park employs many people and therefore needs a big population nearby
3. Visitors travel along way to get to Thorpe Park so good transport links are important such as motorways, rail stations and airports
4. Thorpe Park is not located in a city because it is covers such a large area and the land would be to expensive and there would not be enough space

Promotion

Teachers Tips
- Use examples when you describe different types of promotional techniques Thorpe Park uses

Thorpe Park has to tell its customers about its products. It uses the following Promotional Techniques to do this.

Advertising
* This involves the publishing, displaying and broadcasting of information about products and services. It is one of the most common promotional techniques.
* Examples: TV, radio, posters, newspapers, internet, magazines, public transport

This is a TV advertisment for Colossus

Direct Marketing
* Involves sending information direct to customers homes
1. Direct Mail - sending letters to people through post
2. Telemarketing - directing selling over the phone

Public Relations
* Thorpe Park wants a good image with the public
* They give the media information (press release) that is then portrayed to the public
* This can be on TV or in the newspaper at national and local level

Personal Selling
* Thorpe Park use personal selling at special events, it is selling face to face
* Example: Fright Night - selling scary masks and glow sticks

Sales Promotions
* Used to encourage people to buy products, aim to give a short term boost to sales
1. Money off vouchers
2. Discounts
3. Competitions
4. PR Promotions
5. Combination offers (e.g. Thorpe Park and Anchor Butter)

How do the 4 P's work together?

Teachers tips
- You must show how the 4P's work together in order to meet the Thorpe Parks Objectives
- Do not describe explain how they work together
- You only need to do four objectives

Thorpe Parks Objectives

1.To attract new visitors to the facility

2.To maintain the highest levels of health and safety

3.To raise awareness of new products and services

4.To improve sales of merchandise

5.To maintain existing visitor numbers

This is a good way to set it out: