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.