5.0 MARKETIG COMMUNICATION PROMOTIONAL

The marketing mix reflects how the plan is put into action. Defined as '' the mixture of controllable marketing variables that the firm uses to pursue the sought level of sale in the target market'.(Kotler 1984, as cited in Middleton 1994, p.63.) or other management objectives, these elements reflects the practical decisions that must be made when matching organizational objectives with consumers' needs and wants to the produces or services provided. (Victor T. C. Middleton, 2001).Each of the elements of the marketing mix, more commonly known as 4Ps of marketing, should be crafted in such a way that these broader management objectives can be achieved. Sunway Lagoon, under the Sunway Group (One of Asia's best-managed companies), it also applied 4Ps in their marketing Strategies.

The park has lots of interesting, exciting and unique features such as choices of water slides which designed to suit most of the sophisticated water enthusiasts. Sunway Lagoon has focused its effort on development of entertainment activities to the communities to enjoy. Their objective is to build quality activities and enjoyment to the community as well as to maximize their profits at the same time. In this case, marketing role has help Sunway Lagoon to achieve its objectives in a way that it provides awareness and information regarding the water theme park to the customers and also to reached customer satisfaction.

The business focuses on one or more narrow market segments. Market segmentation helps marketers define customer needs and wants more precisely. Sunway Lagoon uses geographic, demographic, psychographic segmentation and benefit segmentation to locate their target market.

Geographic segmentation is a common strategy when you serve customers in a particular area, or when your broad target audience has different preferences based