2.1 Product Name
Bukit Merah Laketown Resort
2.2 Product Classification
Bukit Merah Laketown Resort has been promoted by Perak tourism directly to the possible tourist or should be said as consumers. Thus, this place can be categorized as consumer services because the tourists will be furnished with facilities, accommodation, etc. This place is also supported by a fully developed infrastructure of local public amenities from school and hospitals to government services.
2.3 Product Characteristics
My product is a service. Bukit Merah Laketown Resort has been a great attraction to tourists as it offers a variety of accommodation all at one location to satisfy needs of the budget type to the highest standard of living.
2.3.1 Theme Park & Attraction
a) Water Park
Straddling an area of 11 acres, it is one of the largest in the northern region of Peninsular Malaysia. The 14 Attractions in the park : Boomerang, Giant Wet Bubble, Sandy Beachfront Wave Pool, Water Speed Slides, Body Slides, Giant Tube Rides, Activity Pool, Lazy River, Perak Mining Company, Kids Adventure River, Jumbo Shower, Water Pillar, 'Mandi Timba' and Waterfall Bridge. The Boomerang has become an exhilarating ride and the first and only one of its kind in this country and in South East Asia.
If you are a regular visitor, then be a smart owner of Laketown Waterpark Splashdown Pass - a 'license' to swim and ride at the Waterpark as often as you want for the whole year, at an unbeatable price of RM100 for children and adults.
b) Eco Park
Mother Nature's favourite holiday attraction - the Bukit Merah Laketown Ecopark. A 3-acre eco-friendly sanctuary, the park features three large enclosures - Nature Trail, Reptile Park and Tropical Trek, with a variety of reptile, primate, mammal, bird and fish species in an environment as close to their natural habitat. In addition, there is a Pets Park and daily animal shows.
The Ecopark is an educational tourism facility where visitors get to experience close encounter with the animals. Visitors are encouraged to interact with some of the animals for an educational and fun experience.
· Animal Show
Come see intelligent exotic animals respond to their keeper's commands.
Show times: 11.00am, 12.30pm, 2.30pm, 4.30pm.
· Skycycle
Hand pedal our colourful Skycycle and take a unique 200m mid-air tour across the tropical rainforest. Take in the breathtaking view and a closer look inside the Pets Park.
· Nature Trail
See the colourful Japanese carps and the huge arapaima. Observe the colourful peacocks and spot other birds.
· Tropical Trek
Observe the agile gibbons, playful otters, capuchins and sugar gliders.
· Reptile Park
Get acquaintance with iguanas, cobras, vipers, mangrove snakes or feed the African catfish.
· Pets Park
Feed and pet some small and domesticated mammals at the Pets Park - rabbits, guinea pigs, deer, pet mice and sheep.
c) Orang Utan Island
Tucked away on the 35-acre Pulau Orang Utan, Orang Utan Island is the world's first and only 5-acre rehabilitation and conservation facility where Orang Utans roam free. The unique island serves as a breeding sanctuary as well as a conservation, research and education center to better understand this endangered species.
Venture from the main jetty at Marina Village and wait for the ferry to take you to the Orang Utan Island. It's just a 10-minute boat ride across. The ferry departs every 45 minutes.
At the island, you will be taken through a 100-meter steel walkthrough 'cage tunnel' to come up close and personal with these primates. In a twist, you will be enclosed in a 'cage' as you observe the Orang Utans roaming free in their natural habitats.
d) Orang Utan ICU
An Infant Care Unit (ICU) was specially set up on Orang Utan Island owing to the success of the breeding program, to provide veterinary care for the infants, as well as to ensure that these primates can eventually adapt to the natural habitat and have a higher survival rate in the wilderness.
The objectives of the ICU are:
- To provide veterinary care for infant Orang Utans in the event of separation from its mother due to improper maternal care.
- To create public awareness on the conservation of the endangered Orang Utan.
- To provide the public an opportunity to view how the veterinary care is provide for the infants.
- To increase the population of Orang Utans through "ex-situ" program in line with the national wildlife conservation of endangered species.
- To encourage public participation through our baby Orang Utan adoption program.
During birth , the infants may be required to be separated from its mother and taken into care at the ICU for the following reasons; failure of mother's lactation, premature birth / low birth weight, umbilical cord infection, diarrhoea, poor growth rate or lack of maternal care from the mother.
Infants separated from its mother will undergo clinical diagnosis, treatment, recovery and rehabilitation. The rehabilitation program is carried out internally and externally as to ensure that the babies will eventually adapt to the natural environment. The process is conducted by the Resident Veterinarian, Dr. Sabapathy, and his team of veterinarian assistants.
d) Chairlift
Take the twin-seater cable chair ride to enjoy a 'Spectacular' view as it takes you over the Waterpark to see the scenic view of Bukit Merah Lake. This 600-meter ride is the only one of such attraction in Malaysia.
e) Skycycle
Another way to explore the native rainforest, this time through pedal power! Another first for Malaysia, this attraction is an elevated monorail through the tree canopy that allows riders to have a bird's eye view of the surroundings and Pets Park whilst hand pedalling your own special car 200m mid-air.
2.3.2 Accomodation
Wake up to the crisp fresh air and a magnificent view of the 7000 acre lake. Bukit Merah Laketown Resort offers choices of accommodation from Hotel rooms to Water Chalets (also known as “Kampung Air”) and one to two bedroom apartments.
a) Kampung Air (Water Chalets)
Chalets built on stilts over the lake. Studio Suites, 1, 2 and 3 bedroom suites are available. Prices are steep, ranging from RM350 to RM1400 a night.
b) Laketown Hotel
Superior room, Deluxe room, Junior Suite and Kelisa Emas (Suite) available. Located close to the Marina Village and Waterpark. Recommended for those who do not have their own mode of transport. Rooms are air conditioned, with a mini fridge and television. Price ranges from RM230 to RM600 a night.
c) Suria Service Apartment Hotel
Studio, 1 bedroom and 2 bedroom apartments available. Rooms are air conditioned, with a mini fridge and television. Facilities include a swimming pool with jacuzzi, a gym, sauna, mini theatre, children's playground, BBQ area and karaoke lounge. Price ranges from RM170 to RM450 a night.
2.3.3 Food Services
a) Cafe Le Lac
A restaurant overlooking the 7,000-acre lake serving a wide range of western and local cuisine - either in ala carte or buffet style. The restaurant has the capacity to seat 90 guests inside and 60 guests at the foyer. Free Wi-fi access is available at the restaurant.
b) Bubbles Fast Food Restaurant
A modern-day fast food outlet offering local and western fares for your convenience while having fun in the sun or relaxing by the lake. The restaurant has the capacity to seat 150 guests inside and 200 guests outside. Streamyx Zone coverage is available at the restaurant.
c) Ripples Hawkers Centre
A local hawkers centre offering roti canai for breakfast, nasi campur for lunch and other Malaysian favourites as well as a variety of snacks with hot and cold beverages to quench the thirst. The Hawkers Centre has the capacity to seat 180. Free Wi-Fi access is available at the centre.
d) Groove Sport Cafe
A cafe for sport fans showing sports update on a big screen. The café also offers snacks and drinks. The cafe has the capacity to seat 50 guests. Free Wi-Fi access is available at the cafe.
Bukit Merah Laketown Resort is well-placed as an ideal "Banquet & Convention" centre for all business and travels. Our comprehensive range of function room facilities will cater to your needs, from small functions to large scale events up to 1,000 persons! Choose from our distinguished selection of function rooms and be pampered by the warmth and hospitality that they are renowned for.
2.3.5 Getting There
a) By car
Bukit Merah is primarily accessible via road. It is just a 35 minutes drive from Penang, 45 minutes from Ipoh and 3 hours from Kuala Lumpur. Take the Bukit Merah exit on the North South Expressway, 10 minutes Notrh of Taiping’s Kamunting exit and follow the signs.
b) By bus
Take a bus from the Kamunting Bus Terminal in Taiping to Semanggol. From Semanggol, take another bus or a taxi to Bukit Merah.
One can walk to most of the attractions as they are located close by but if you don’t have a car, avoid staying at the apartments as they are located further out and are only accessible via car as there is no public transportation in this area.
2.4 The brand
Bukit Merah Laketown Resort, surrounded by lush greenery and fronting one of Malaysia's largest 7,000-acre freshwater lake, the resort is only a 3 hours' drive from Kuala Lumpur and easily reached just off the Bukit Merah toll exit along the North-South Expressway.
Being one of Malaysia's premier eco-tourism destination in the northern region, the resort offers a wide variety of excitement with its Waterpark being the main attraction, 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.
Bukit Merah Laketown Resort offers a variety of accommodation all at one location. From hotel rooms to serviced apartments, as well as the luxurious 'Kampung' chalets by the lake. For the more adventurous, you can even try out a camping holiday at the lakeside camping ground.
2.5 Brand Image and Implication
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.
2.6 Strength and Weakness
2.6.1 Strength
a) Exciting water activities
b) Experience close encounters with nature and animals
c) Visit the orang utan sanctuary where orang utans roam free around the island
d) One and only twin seater cable chair in Malaysia
e) Peaceful environment surrounded by unspoiled greenery of the rainforest
2.6.2 Weakness
a) Malaysia has many other amusement parks with more established brand/name
b) Not well promoted by Perak Tourism
c) Bukit Merah is often mistaken for Bukit Merah in Singapore
d) Lack of promotion and advertising strategy
2.7 Advantages and Disadvantages
2.7.1 Advantages
a) Has many resorts to choose from
b) Has packages which special offer for tourist and also people from Kerian
c) Able to enjoy so many attractions
d) Has been the choice location for filming (Kids on 2, TV2)
e) Able to visit many other attractions around Perak
2.7.2 Disadvantages
a) Many other amusement parks coming up
b) Bad weather eg: rainy seasons would decrease visitors
c) Competitors continue to capture consumer’s attention and affect their choices by coming up with big budget advertisements and hard-to-resist promotions, overshadowing lesser known brand’s efforts to shine
2.8 Unique Selling Proposition (USP)
A lakefront resort which offers many attractions and facilities – water park, eco-park and an orang utan island.
2.9 Positioning Statement
Bukit Merah Laketown Resort offers a wide variety of excitement with its Waterpark being the main attraction, 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.
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