Sunway Lagoon Marketing Strategies and Segmentation

984 words 4 pages
Sunway Lagoon is an amusement park in Petaling Jaya, Malaysia. Founded by Tan Sri Dato' Seri Dr Jeffrey Cheah in. It was officially opened by the Prime Minister Tun Mahathir bin Mohamad on April 29, 1993. It features rides in both the water park and the adjacent dry park. In late 2008, new parks were added and minor improvements were made to the existing park. The park is home to the world's largest wave pool, measuring impressive 139,800 square feet (13,000 square meters). Now it is obvious which kind the Sunway Lagoon, this is due to their market segmentation. Market segmentation helps marketers define customer needs and wants more precisely. Sunway Lagoon uses geographic, demographic, psychographic segmentation, benefit segmentation …show more content…

Typical breakdowns include compulsive, competitive, extroverted, gregarious, authoritarian, ambitious, and aggressive. Sunway Lagoon that promote themselves as "friendly" and whose customer service personnel are instructed to call customers by their first names are trying to appeal to gregarious people. It considers a number of potential influences on buying behavior, including the attitudes, expectations and activities of consumers. For example, next to Sunway Lagoon Theme Park it have Shopping Mall, and Sunway Pyramid Hotel offers 4-star accommodation with free parking. It features a pool, 24-hour fitness centre and many dining options. Sunway Lagoon over the years into an impressive multi-park destination with assorted attractions including Scream Park, Extreme Park and Wildlife Park. People that have different personality and different lifestyle, they can find their own favorite part and enjoy those good and facilities in Sunway Lagoon. Marketers can also segment a market using benefit segmentation. This is dividing customers up by the benefit they get from using the product or service. For example, why do people go to Sunway Lagoon? Some benefits include getting thrills or excitement, spending time with the family or just relaxing. Depending on why the customer is visiting the park, the marketing team could provide a targeted promotional