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Intriguing displays to catch the eyes of the visitors

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Cute and authentic monkey

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Transparent casings to protect small specimens from being touched

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The light changes every half and hour to show different perspectives of the dinosaur fossils.

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INSIDE LKCNHM (exhibits, facilities, tour, ambience, design, etc.) 

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INSIDE LKCNHM (exhibits, facilities, tour, ambience, design, etc.) 

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1. It has a dark interior so that the bones' colour do not fade
2. The air is dry so that the bones do not decompose.
3. There is a dinosaur light show at every half an hour interval, starting 10:26am and ending at 6:26pm.
4. Lifts are available for person with disability.
5. There is only 1 toilet, which is the handicapped toilet.
6. There are 2000 specimens displayed.
7. Some exhibits are allowed to be touched, like the meteorites.
8. Transparent casings to prevent people from touching the specimens, but at the same time allowing them to be able to look at the specimens.
9. Interactive projector screens, headphones with large screens to show history of the museum.
10. Most of the specimens are real, only a handful of them are models, like the model of a dodo bird.

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| 1.     Market Trends is the first force that I see that will have an impact on my marketing plan. The market trends are always changing and it is very difficult for museum to always change its exhibits. Not able to adapt to the market trend means that you lost an opportunity to grow your business. This shows how important it for LKCNHM to quickly adapt to the current market trend like for example the young ones are into interacting through VR and LKCNHM could have one section where the guests are able to see using the VR Goggles and also touch the exhibits at the same time. This will attract the current generation of customers to visit LKCNHM. If LKCNHM wants to stay relevant in the future and have the number of annual visitors increase each year, they have to change their exhibits to successfully adapt to the current market trend.

2.     Natural Environment is another macro force that I see would have an impact on my marketing plan. LKCNHM is a natural history museum that exhibits real specimens from the nature and wild itself. Some of these specimens are collected by LKCNHM themselves while some are donated from different people or organisations. Global warming and unpredictable weather would have an affect LKCNHM as specimens could be destroyed before they could even be collected or be in a very bad condition due to unpredictable weather.This shows that lesser species are available for further research and collection for LKCNHM. Although this would be a negative impact on LKCNHM as it would be harder for them to collect future specimens, this could also bring positive outcome for LKCNHM. People will have more appreciation and interest in the nature and bio-diversity in the future when they see the effects of global warming on the animals and nature clearly. This would attract more guests to visit LKCNHM to learn more about bio-diversity and learn about how global warming has affected the life on earth through the ages.

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- The museum was officially open by the State President on 18 April 2015.
- Business visitor-ship is 100 thousand annually.
- 85% are locals, 15% are foreigners. Out of the locals, 60% are adults, 30% are students and the reaming 10% are others, eg elderly.
- Most visitors stay up to 1.5 hours withing our two galleries.

Overseas Involvement:
1. 2015- Participated in Explorer's Playground (Kuala Lumpur Malaysia
2. 2016- Participated in Malaysian Association of our & travel Agents (110,000 visitors)

The 3 top reasons that people visit our museum are:
1. Novelty factor
2. Unique factor
3. Edu-tainment factor - educational with facts about the biodiversity of life + entertaining with displays of real specimens.

The key distribution channels:
1. Sistic.com -> authorized ticketing agent with advertisements online
2.Travel agents -> includes our museum in their tourism package
3. Media and word of mouth -> to create awareness of the museum

Key competitors:
1. National Gallery Singapore
2. Asian Civilizations Museum
3. National Museum of Singapore
Reasons being:
- Museums in Singapore with complimentary admission for Singaporean/PR
- Nominal fees for foreigners
- More conveniently and strategically located

Promotional Activities:
1. December Festive season SG50 Books Giveaway (18-31Dec 2015)
- visitors get free books as Christmas gifts with every purchase of admission ticket
2. March school holiday promotion (18 - 31 March 2016)
- 10% discount for admission tickets

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Service online (SISTIC)

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Some of the visitors we saw in the Museum. Most of them come as a family.

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A security feature to protect the specimens from damage

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This is the Museum Shop cum cafe which sells souvenirs (Dinosaur fossils, miniature toys, shirts, cute animal soft toys,etc) and snacks such as Maggie Mee, Potato Chips and Chocolates.

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This is the security guard guarding the entrance of the galleries.

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Matthew's Group (Customers & customer service. Examples: service online, ticketing counter, security, shop service, visitors in the museum)

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Matthew's Group (Customers & customer service. Examples: service online, ticketing counter, security, shop service, visitors in the museum)

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This is the ticketing counter for LKCNHM.

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Attractions nearby LKCNHM:
1)NUS Museum
2)Haw Par Villa
3)Kent Ridge Park
4)Sentosa

Directions to LKCNHM:
By bus: 96, 151 & 151e
By train (nearest MRT): Kent Ridge MRT / Clementi MRT

Facilities in LKCNHM:
1)There is 1 lift within the museum that only brings visitors to level 1.

2)There is a washroom located  near to the learning labs in LKCNHM.

3)There is a souvenir shop located near the entrance of the gallery.

Signage in LKCNHM:
1)At the driveway, in front of LKCNHM (Fig 1.0).
2)Near the exit of level 1M (Fig 1.1)
3)Near the exit of level 1 (Fig 2.0)
4)Beside the lift on level 1 (Fig 2.1)
5)Near the entrance of the steps leading to the learning labs and gardens (Fig 2.2)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Figure 1.0

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Figure 1.1

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Figure 2.0

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Figure 2.1

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Figure 2.2

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Signage to birds exhibition:
Dim lighting of the area, making the signage look in existent and insignificant.

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Signage to mammal exhibition:
It is not clearly displayed as it is blocked by some other exhibits or rather, the lighting over the signage is way too dim for visitors to notice it from afar.

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Architecture

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Architecture

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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Architecture: Located directly behind LKCNHM entrance signage

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Winnie's Group (Topic: Surrounding LKCNHM)

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Winnie's Group (Topic: Surrounding LKCNHM)

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The gardens of LKCNHM