The target market that has been identified for the zoo is a business to consumer market (Mason, 2000). There are many target segments involved. People would enter Tiger Island just for the viewing benefits or for more information on tigers or for the walking and the petting experience. In this case, a product or a service focused marketing strategy is recommended. Advertising, sales promotions and public relations might work with a more general emphasis rather than a specific focus (Higginbottom, et al., 2001). Sales promotion with respect to some of the product offerings in Tiger Island will be better suited as a promotional tactic here.
Sales promotions for the product offerings of Tiger Island of Dreamworld will have to consider all applications of promotions with respect to what can be added to them. It will include physical object promotions such as that of the couple of photos which are being offered to the customer free of charge. Similarly, there is rich information provided on the tigers. These are unique selling products. Not all people visiting a zoo will get the chance to pet a tiger or to walk alongside a tiger and have their photos taken.
Sales promotions could be improved further by increasing incentives that encourage the sales of the tickets for the tiger walk experience and the photos (Government of Western Australia, 2015). As of present, some concessions are available on day tickets, but these are limited in numbers and to the days that it could be sed. Sales promotion activities should be improved such that the percentage of the incentives provided are higher and also the incentives are provided at different venues.