History / Service / Position / Promotion / Price / Competition
History
TePapa began as a small colonial museum which opened right behind parliament just after parliament moved to Wellington. It's director, Sir James Hector, focused on scientific collections. In 1907 the name was changed from the Colonial Museum to the Dominion Museum and it started to have a broader national focus. In 1936 the museum move to Buckle street and in 1972 changed it's name again to the National Museum. By the 1980s the museum no longer represented the increasingly diverse community, so in 1992 the Museum of New Zealand TePapa Tongawera Act was created, which demonstrated a shift to represent New Zealand's culturally diverse society and reach a broader audience. It united the museum and national art gallery, became a partnership between Maori and pakeha, and aimed to be a place for discussion, debate, involvement and celebration. On the 14th of Febuary 1998 TePapa opened on Cable street as a narrative-based, interdisciplinary and interactive museum with a commitment to bi-culturalism and linking past, present and future.
Product / Service
We think TePapa's main offering is to educate and inform people about New Zealand. It is also a celebration of New Zealand, a research centre and community hub. They host events such as artist talks, holiday programmes, after-school clubs, performances and functions, as well as being a showcase of New Zealand art, history and culture. However, a majority of these offerings seem to be aimed at children and millennials don't feel included.
Position
TePapa's physical location is at 55 Cable street which has a great view of Wellington harbour and is really accessible being only walking distance from the city centre.
In the way of place in the market, Te Papa seems quite high as it is New Zealands national museum and a huge tourist attraction
Promotion
TePapas main form of promotion is word-of-mouth, but they also use Facebook, a website, twitter, youtube, instagram, e-mail subscription, newspaper articles, radio, posters, signs and flyers to get the word out about that latest exhibitons. They have occasional adds on TV aswell about current exhibitions or just Te Papa in general.
Price
Entry to TePapa is free which makes it seem very accessible and affordable for students, however, the cafes and shops are very expensive making it an undesirable place for millennials to hang out. Some exhibitions also cost money which could deter millennials on a tight budget.
Competition
We think TePapas main competition is the Internet as millennials can easily and instantly access any information they like on New Zealand history and culture from their devices, which makes it a challenge to motivate them to actually go to a physical museum. Other competition includes the Museum of City and Sea, art galleries, capital E, the zoo and Botanic gardens. Cafes and bars would also count as competition as these are the main places that millenials visit because of the atmosphere and experience they receive there. These places are social and fun. They are places where millennials feel comfortable and fit in, which is what we think Te Papa is lacking.
Positioning Maps
TePapa began as a small colonial museum which opened right behind parliament just after parliament moved to Wellington. It's director, Sir James Hector, focused on scientific collections. In 1907 the name was changed from the Colonial Museum to the Dominion Museum and it started to have a broader national focus. In 1936 the museum move to Buckle street and in 1972 changed it's name again to the National Museum. By the 1980s the museum no longer represented the increasingly diverse community, so in 1992 the Museum of New Zealand TePapa Tongawera Act was created, which demonstrated a shift to represent New Zealand's culturally diverse society and reach a broader audience. It united the museum and national art gallery, became a partnership between Maori and pakeha, and aimed to be a place for discussion, debate, involvement and celebration. On the 14th of Febuary 1998 TePapa opened on Cable street as a narrative-based, interdisciplinary and interactive museum with a commitment to bi-culturalism and linking past, present and future.
Product / Service
We think TePapa's main offering is to educate and inform people about New Zealand. It is also a celebration of New Zealand, a research centre and community hub. They host events such as artist talks, holiday programmes, after-school clubs, performances and functions, as well as being a showcase of New Zealand art, history and culture. However, a majority of these offerings seem to be aimed at children and millennials don't feel included.
Position
TePapa's physical location is at 55 Cable street which has a great view of Wellington harbour and is really accessible being only walking distance from the city centre.
In the way of place in the market, Te Papa seems quite high as it is New Zealands national museum and a huge tourist attraction
Promotion
TePapas main form of promotion is word-of-mouth, but they also use Facebook, a website, twitter, youtube, instagram, e-mail subscription, newspaper articles, radio, posters, signs and flyers to get the word out about that latest exhibitons. They have occasional adds on TV aswell about current exhibitions or just Te Papa in general.
Price
Entry to TePapa is free which makes it seem very accessible and affordable for students, however, the cafes and shops are very expensive making it an undesirable place for millennials to hang out. Some exhibitions also cost money which could deter millennials on a tight budget.
Competition
We think TePapas main competition is the Internet as millennials can easily and instantly access any information they like on New Zealand history and culture from their devices, which makes it a challenge to motivate them to actually go to a physical museum. Other competition includes the Museum of City and Sea, art galleries, capital E, the zoo and Botanic gardens. Cafes and bars would also count as competition as these are the main places that millenials visit because of the atmosphere and experience they receive there. These places are social and fun. They are places where millennials feel comfortable and fit in, which is what we think Te Papa is lacking.
Positioning Maps
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