Chapter 9

10.1 Advertising strategy

a) Bukit Merah Laketown Resort Website (New)

http://www.bukitmerahresort.com.my/

b) Bukit Merah Laketown Resort Website (Old)

http://www.bukitmerahresort-taiping.com/

c) Tourism Perak promoting Bukit Merah Laketown Resort as 1 of 10 icons of Perak

http://www.peraktourism.com/thing_to_do/index.cfm?temp=bukit_merah

d) Collaboration with media (Harian Metro)

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4GUjHgP7RWaAoQtzrnWHB2qPbPLsWWotdi4D7ifFdc16qA9VItFOzJOwER25nOFm8PYXSBEGadHg4cTQv-8ULq8LnUFWVV62b2mj9QaeB8h4lXxs_oc6WfwHUEmrw-vqTD8FbtAFHfsw/s1600/251154_191658364219578_129134437138638_544770_1981437_n.jpg

d) Advertisement in newspaper (News Straits Times)

10.2 Precedent Studies

About Bukit Merah Laketown Resort

This mammoth resort first opened in 1997 and spans 1650 acres. It is located next to the Bukit Merah interchange of the North-South Expressway and is just 35 minutes from the Penang Bridge. This visionary project was awarded the international FIABCI Award & Distinction in 2005, and boasts a 7000 acre lake. The integrated resort consists of 4 hotels, a water theme park, the retail Marina village and an Eco Park featuring various insects and reptiles. It is also home for the internationally acclaimed “Orang Utan Island” where the endangered primate has been successfully bred in captivity to be eventually released back into the wild.

Sales of properties at the resort are undertaken by Segi Objektif (M) Sdn Bhd and Vibrant Leisure Sdn Bhd. Units comprise apartments and Lakefront properties. One block of serviced apartment with 205 units was completed and handed over during the financial year. The Institute of Allied Health Science, providing nursing diploma courses, was started in 2007 and is operated by Vast Option Sdn Bhd. Having successfully graduated its first batch of nurses in August 2009, the college currently has around 800 students enrolled.

Things to do at Bukit Merah Laketown Resort

Among the exciting water activities highlights are the giant wave pool, games pool, adult and children's slow river rides, kid's water playground, giant bubble, three giant water flume rides, three raft tube rides and twin speed slides. Equipment such as boogie boards, floating tubes and other water play equipment can be purchased or hired from the "Surf Shack Shop". Apart from that, they also have the only conservational Orang Utan Island in Peninsular Malaysia and the unique Eco Park with its educational walk-in enclosures where you can experience nature by interacting with some friendly animals.

Satellite view of Bukit Merah

Bukit Merah Resort Map

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhQ0bKr7ohciJYmhdA3j9LM-elyaDJsuG4SqjqPHrGXjpNbR49sJ7dyfpd-QMFB9WLxCmD1qyoOGiRebRB3THncGSw_jUTZC9K-1vhLQ84V2sUBBd8t2QrWTL_LMxZEsGp2-os5MjmAJKU/s1600/resort-map.gif


Chapter 9

9.1 Marketplace Research

a) Theme Park

Theme park Packages

WATERPARK COMBO

(Includes Water Park, Eco Park, Orang Utan Island & Chairlift/Skycycle)

Adult (Above 12 years)

RM 66

Child (Above 90cm)

RM 56

ECO COMBO

(Includes Eco Park, Orang Utan Island & Chairlift/Skycycle)

Adult (Above 12 years)

RM 39

Child (Above 90cm)

RM 33

WATER ECO COMBO

(Includes Water Park, Eco Park & Chairlift/Skycycle)

Adult (Above 12 years)

RM 44

Child (Above 90cm)

RM 38

WATERPARK

Adult (Above 12 years)

RM 27

Child (Above 90cm)

RM 23

*Senior Citizen/Disabled

RM 10

ECOPARK

Adult (Above 12 years)

RM 14

Child (Above 90cm)

RM 11

*Senior Citizen/Disabled

RM 8

ORANG UTAN ISLAND

Adult (Above 12 years)

RM 28

Child (Above 90cm)

RM 25

*Senior Citizen/Disabled

RM 13

CHAIRLIFT

Adult (Above 12 years)

RM 7

Child (Above 90cm)

RM 7

SKYCYCLE

Adult (Above 12 years)

RM 6

Child (Above 90cm)

RM 6

*Malaysian citizen only

Theme Park Operating Hours

WATERPARK

Monday, Wednesday - Friday

12.00 am – 7.00 pm

Saturday & Sunday

10.00 am – 7.00 pm

School & Public Holidays

10.00 am – 7.00 pm

Tuesday (except school & public holidays)

CLOSED

ECOPARK

Daily (Monday – Sunday)

10.00 am – 6.00 pm

ORANG UTAN ISLAND

Daily (Monday – Sunday)

9.00 am – 5.00 pm

CHAIRLIFT

Monday, Wednesday - Friday

12.00 am – 7.00 pm

Saturday & Sunday

10.00 am – 7.00 pm

School & Public Holidays

10.00 am – 7.00 pm

Tuesday (except school & public holidays)

CLOSED

SKYCYCLE

Daily (Monday – Sunday)

10.00 am – 6.00 pm

b) Accomodation

Kampung Air (Water Chalet)

Facilities Include:
Air Conditioned, Telephone (STD & IDD), Mini-fridge, Television, Satellite Pay-TV Network, Coffee & Tea and Hair dryer.

Room Rate 2011
Peak Season : Eve of Public Holidays & Public Holidays, with breakfast
*all rates are in Ringgit Malaysia (nett inclusive of 10% Service Charge & 6% Government Tax)

Room

Category

Weekday/

Weekend

School

Holiday

Peak Season

Studio Suite

350

400

450

Executive Suite (1 bedrooms)

400

450

500

Family Suite (2 bedrooms)

720

770

820

Sri Andalan Suite (2 bedrooms)

1000

1100

1400

Laketown Hotel

Facilities Include:
Air Conditioned, Telephone (STD & IDD), Mini-fridge, Television, In-house Movie, Coffee & Tea, Hair Dryer and Swimming Pool.

Room Rate 2011
Peak Season : Eve of Public Holidays & Public Holidays, with breakfast
* all rates are in Ringgit Malaysia (nett inclusive of 10% Service Charge & 6% Government Tax)

Room

Category

Weekday/

Weekend

School

Holiday

Peak Season

Superior Room

230

280

330

Deluxe Room

280

330

380

Junior Suite

420

450

500

Kelisa Emas (Suite)

520

550

600

Suria Service Apartment Hotel

Room Rate 2011
Peak Season : Eve of Public Holidays & Public Holidays, with breakfast
* all rates are in Ringgit Malaysia (nett inclusive of 10% Service Charge & 6% Government Tax)

Room

Category

Weekday/

Weekend

School

Holiday

Peak Season

Studio Room

170

200

250

1 Bedroom

200

280

320

2 Bedroom

300

380

450

c) Seminar/Meeting & Team Building Package

Seminar/Meeting Package

Full Day Package
Maximum 8 hours (9.00am - 5.00pm)
Minimum 30 persons

Package includes:

· Morning Coffee/Tea Break with 2 varieties of snacks

· Buffet Lunch

· Afternoon Coffee/Tea Break with 2 varieties of snacks

· Complimentary use of either 1 OHP or 1 slide projector with screen

· Registration table

· Complimentary use of 1 whiteboard and 1 flip chart

· Writing materials

· Complimentary mints

Half Day Package
Maximum 4 hours (9.00am - 1.00pm or 2.00pm - 5.00pm)
Minimum 30 persons

Package includes:

· Morning or Afternoon Coffee/Tea Break with 2 varieties of snacks

· Buffet Lunch

· Complimentary use of either 1 OHP or 1 slide projector with screen

· Registration table

· Complimentary use of 1 whiteboard and 1 flip chart

· Writing materials

· Complimentary mints

Team Building Packages

Full Day Pressure Adventure
Inclusive of:

  • Jungle Trekking
  • Obstacle Challenge
  • Initiative Games

Tough & Rough Program
Inclusive of:

  • Morning Sweat
  • Jungle Trekking
  • Lake Safari
  • Night Discovery
  • Obstacle Challenge

Obstacle Challenge
Inclusive of:

  • 10 training elements
  • Night Combat Mission - War Games (inclusive of snack)

3 Days 2 Nights Team-Building Programme
Inclusive of:

· Morning Exercise

· Jungle Trekking

· Night Discovery

· Night Orienteering

· Water Confidence

· Rafting

· Shelter Building

· Obstacle Courses

· Mad Factor – Explorace

d) Current Promotions

Homestay

  • Homestay at RM66 only.
  • Room only with no frills.
  • Limited units available.
  • Towels, amenities, coffee/tea making facilities and breakfast are available upon request (chargeable).
  • Rate is exclusive of government tax and service charge.
  • Please call 05-890 8888 ext. 6004/6005 or e-mail reserv@bmlaketown.com.my for reservation.
  • Terms & conditions apply.

Waterpark Family Package

· Admission to waterpark.

· Only RM88 for 2 adults and 2 children.

Paddle Pop Children Eco Adventure Package

  • Only RM10.00 per child.
  • Package inclusive of Ecopark admission ticket, Wall’s souvenir, Wall’s Paddle Pop ice cream and Animal Food.

Massage

  • Massage service is available at Kampung Air.
  • Operation hours: 10.00 a.m. – 10.00 p.m.

JOM CUTI! Package (Valid until 31 December 2011)

2 days/1night

Single

Twin/Double

3rd Adult

Child

**Extension Night

SURIA SERVICE APARTMENT HOTEL

Studio room

RM210

RM320

RM120

RM80

RM160

1 bedroom unit

RM230

RM340

RM120

RM80

RM180

2 bedroom unit

RM330

RM440

RM120

RM80

RM280

LAKETOWN HOTEL

Superior room

RM280

RM380

RM130

RM90

RM230

Deluxe room

RM320

RM420

RM130

RM90

RM270

KAMPUNG AIR (WATER CHALET)

Studio suite

RM440

RM540

RM160

RM110

RM390

Package is inclusive of:
Room, 1 X Breakfast, 1 X Waterpark Combo Ticket, 1 X Welcome Drink, 1 X T-Shirt.

**Extension night is inclusive of Room with breakfast for 2 persons only.

Terms & conditions:

  • Room is subject to availability.
  • Not applicable for Group Bookings.
  • A surcharge of RM50.00 nett per room per night will be imposed during eve of public holidays, public holidays and school holidays.

**Other terms & conditions apply.

9.2 Market Observation

Though the capacity of visitors at Bukit Merah Laketown Resort are still comparatively low in comparison to more popular amusement parks like Sunway Lagoon and Genting Highlands, there are quite a credible number of visitors who came. Based on my observation on Thursday, 7th of July 2011, most of the visitors come in groups (mostly families) and there was also a group of primary school children in school uniform, most probably they are on their school trip.

9.3 Online Survey

Below are the online survey question posted

1) Gender

o Male

o Female

2) Please choose your age range.

o 18 - 22

o 23 – 27

o 28 - 33

o 34 & above

3) Please choose your marital status

o Single

o Married

o Married with kids

4) Race

o Malay

o Chinese

o Indian

o Other (Please specify)

5) Where do you live?

o Urban (city/town)

o Suburban (outskirt of town)

o Rural (countryside)

6) Please choose your monthly income/allowance

o ≤ RM500

o RM501 – RM1000

o RM1001 – RM2500

o ≥ RM2501

7) How frequent do you go for a holiday?

o Once a week

o Once a month

o Once a year

o Other (Please specify)

8) Which one do you prefer?

o Local tourism

o Global tourism

9) Do you enjoy visiting theme parks?

o Yes

o No

10) Which theme park in Malaysia do you prefer?

o Genting Highlands

o Sunway Lagoon

o Bukit Merah Laketown Resort

o Bukit Gambang Resort City

o Lost World of Tambun

o Cosmo World Berjaya Times Square

11) Types of activities you would like to find in a theme park. (You may choose more than one)

o Roller coasters

o Water park

o Cable cars

o Adventurous rides

o Kids rides

o Game booth

12) Have you heard about Bukit Merah Laketown Resort?

o Yes

o No

13) If YES, how did you get to know?

o Friends/Relatives

o Brochure, flyer, poster, billboard etc

o Newspaper/Magazine

o Website, online advertising, blogs, forums

o TV/Radio

o Other (Please specify)

14) If you are going for a holiday, are you interested to go to Bukit Merah Laketown Resort?

o Yes

o No

o Maybe

15) Please rate Bukit Merah Laketown Resort

o Extremely good

o Good

o Average

o Needs improvement

16) What is the best media to promote Bukit Merah Laketown Resort? (You may choose more than one)

o TV commercials

o Brochure

o Billboards

o Website/Online advertisement

o Promotional booths

o Other

Survey Questionnaires Result Based on Questions

1) Gender

A. Male

B. Female

2) Please choose your age range.

A. 18 – 22

B. 23 – 27

C. 28 – 33

D. 34 & above

3) Please choose your marital status

A. Single

B. Married

C. Married with kids

4) Race

A. Malay

B. Chinese

C. Indian

D. Other (Please specify)

- Thai

- Siamese

- thai

- Thai

- siamese

- Thai

- Middle Eastern

- arab

- Thai

- Thai

5) Where do you live?

A. Urban (city/town)

B. Suburban (outskirt of town)

C. Rural (countryside)

6) Please choose your monthly income/allowance

A. ≤ RM500

B. RM501 – RM1000

C. RM1001 – RM2500

D. ≥ RM2501

7) How frequent do you go for a holiday?

A. Once a week

B. Once a month

C. Once a year

D. Other (Please specify)

- 2 - 3 times a year

- seldom

- 2 or 3 times a year

- few times a year

- whenever i feel like going

- twice a year

- macam x pernah je

8) Which one do you prefer?

A. Local tourism

B. Global tourism

9) Do you enjoy visiting theme parks?

A. Yes

B. No

10) Which theme park in Malaysia do you prefer?

A. Genting Highlands

B. Sunway Lagoon

C. Bukit Merah Laketown Resort

D. Bukit Gambang Resort City

E. Lost World of Tambun

F. Cosmo World Berjaya Times Square

11) Types of activities you would like to find in a theme park. (You may choose more than one)

A. Roller coasters

B. Water park

C. Cable cars

D. Adventurous rides

E. Kids rides

F. Game booth

12) Have you heard about Bukit Merah Laketown Resort?

A. Yes

B. No

13) If YES, how did you get to know?

A. Friends/Relatives

B. Brochure, flyer, poster, billboard etc

C. Newspaper/Magazine

D. Website, online advertising, blogs, forums

E. TV/Radio

F. Other (Please specify)

- didnt know about it

14) If you are going for a holiday, are you interested to go to Bukit Merah Laketown Resort?

A. Yes

B. No

C. Maybe

15) Please rate Bukit Merah Laketown Resort

A. Extremely good

B. Good

C. Average

D. Needs improvement

16) What is the best media to promote Bukit Merah Laketown Resort? (You may choose more than one)

A. TV commercials

B. Brochure

C. Billboards

D. Website/Online advertisement

E. Promotional booths

F. Other

- promotions through facebook..etc perhentian island packages for students

9.4 Interview

My email to the Public Relations Department.

Hello good day sir/madam.

I am Careynee Sengchot a final year student from Multimedia University, Cyberjaya. I am promoting Bukit Merah Laketown Resort for my final year project and currently I am doing a background research on your company and I would really appreciate it if you could give me some information.

These are the list of information that I need:

1. Overview about Bukit Merah Laketown Resort

· Company history, objecive, vission & mission

2. Organisation chart, key people (name, job title and board they belong to; exec/non-exec, etc)

3. Business description

4. Promotion Sales history and report (example: annual report, statistics)

5. Company's current promotional strategy

6. Current Marketing objective (short term and long term objectives)

7. Stakeholders characteristics

· Primary - main "internal" stakeholders and what they do to contribute to the company

· Secondary - main "external" stakeholders ans what they do to contribute to the company

I hereby attach a letter of recommendation from my faculty.

Your assistance is highly appreciated. Thank you so much.

Sincerely,

Careynee.