Report on Brand Positioning of London Eye

                    In this paper, there is a detailed discussion of the London eye that is one of the most liked tourist destinations in the world. In this paper, there is analysis of the Current brand positioning of London Eye. The selection of attraction of London Eye is that it is not only Ferris wheel but it is highest cantilevered observation wheel of the world. A high brand positioning is main concern of London Eye and this has now become most challenging thing as well. It popularity, however, has prompted the London Eye lease to be extended with millions boarding location every year. There are high numbers of foreign and local tourist visit the London eye more often. The tourist love to ride on the wheel and it is one of the best experiences because the wheel is so high that the person can see the whole city on this rotating giant wheel. There is no doubt that it the one of the most secure and safe ride for the passengers because the structure of the wheel is very strong and the capsules of the London eye are lightening and storm proof. All of the economical challenges that the city is facing also have a huge impact on the overall tourism industry of the country. The official website of the company can be a good source of marketing and by improving the overall design and structure of the website of the London eye.

Brand Positioning of London Eye

 Overview of London Eye Brand Positioning

            The London Eye is located centrally in the capital’s heart, rotating over River Thames gracefully opposite the Big Ben and House of Parliament. The London Eye, at 135 meters, is tallest cantilevered observation wheel in the world; the engineering and design of London Eye have made itglobal icon and one of the modern symbols that represent the capital. London Eye showcases breathtaking 360-degree capital view and for the past decade, its famous landmarks have been best experience of visitors in the city (London Eye, 2017). Approximately 30 minutes are taken by the gradual rotation of London Eye in one of the thirty-two high technological glass capsules that gives visitors the ever-changing perspective of city. Interactive guides, within each capsule, allow visitors to explore iconic landmarks of London in various languages. The selection of attraction of London Eye is that it is not only Ferris wheel but it is highest cantilevered observation wheel of the world and it the average number of visitors is more than the Great Pyramids of Giza and Taj Mahal.The London Eye, in December 2005, was lit pink in the first Civil Partnership celebration on the wheel (Horst, 2019).

Current Positioning of London Eye

            The visitors experience at London Eye lift them high to look up to 40 km on clear day. In addition, London Eye keeps visitors close to look at the capital’s spectacular detail that ultimately. Currently, London Eye is highly famous attraction to the tourists on the River Thames’ South Bank in London.The spectacular views are offered by giant Ferris over central London and the company, in 2017, started taking initiatives to improve the engagement of customers and increase the number of visitors through harnessing the power of social media and user generated content. A high brand positioning is main concern of London Eye and this has now become most challenging thing as well (Brand Speak, 2018).On the London Eye, the 32 capsules are 32 London boroughs’ representative and the weight of each capsule is approximately equal to 1,052,631 pound coins. For superstitious reasons, the capsules are numbered 1 to 33 despite the fact that they are 32 in number; the number 13 capsule is omitted for a good luck. 800 number of people can be carried by the London Eye in each rotation that can be compared to 11 red double Decker buses in London and capsules travel at 26cm per second’s leisurely pace that is two times faster than the tortoise sprinting (London Eye, 2017).

        London Eye has won more than 85 awards for international and national tourism, engineering achievement, and outstanding architectural quality. London Eye, in fact, has become the most famous paid visitor attraction of the United Kingdom.London Eye originally was intended as the temporary structure then it was transported and dismantled to the new location and the permission of planning was given for five years only. It popularity, however, has prompted the London Eye lease to be extended with millions boarding location every year. London Eye now has become the permanent fixture on the skyline of London and modern London’s beautiful symbol (Coca Cola London Eye, 2019).

Positioning Analysis of London Eye 300

        The market for London Eye carries an innovative business model; the giant Ferris wheel is something that is most popular among every tourist of London and it is remembered from the closing of 2012 Olympics. The American George Ferris originally designed and invented the Ferris wheel for Chicago Exposition in 1893. The business model of London Eye would impress George Ferris that has now developed. The innovative business model of London Eye works as:

The ticket can be taken at a location that is in the Thames’ South Bank.

A wide variety of options is there for tickets and the visitors are primed by 4-D experience for the real views.

The services of Ferris wheel are transparent and fair.

        The passenger capsules arable to stand with 25 people and they are able to walk around and use the interactive tablets of Samsung brand to figure out the several attractions of London. The design of capsules is transparent so people who are waiting in the line are aware about what is happening while getting off or getting on the passenger capsule (London Eye, 2017).

        A brilliant marketing has been done by London Eye so when a tourist asks someone about touring London quickly at airport and he or she gets suggestion of London Eye. The tourists, after visiting few spots at London, reach to London Eye that is enclosed and warm than the red double dicker buses in December. The low carbon goals and sustainability is emphasized by the partnership of EDP Energy London Eye and tourists seem to get a feeling of “good doing” while purchasing fairly expensive tickets (Hender, 2003)

        In the recent years the London eye has become one of the major place for the tourist attract that also make this place a big source for the foreign exchange in the developed and third world countries. Because of high tourist attract to the London eye, there is an increase the overall income of the government (Hender, 2003). There are high numbers of foreign and local tourist visit the London eye more often. There is no doubt that the London eye also contributes to the economy of the London city and it also has a role in the overall development of the city. The tourist love to ride on the wheel and it is one of the best experiences because the wheel is so high that the person can see the whole city on this rotating giant wheel. The London eye wheel is very finely made by the expert because the design of the wheel is very mesmerizing. Because of the large size of the London eye, it can be seen from a very distance (London Eye, 2017). It can be said that London eye is a master piece of engineering and when someone sees it for the first time, it is very hard to take one’s eyes off it. So it can be said that the London eye has become a major sources of tourist attraction for the city and the government of the country also needed to focus on it to make this piece of art more attractive for the visitors, so that they can increase their annual revenue out of their tourist destination in the London.  In the London eye, there are around 32 capsules; it means that at a long a lot of tourist can ride on the wheel. It’s been a long time that the London eye has been the main attraction to the tourist, and now it is very important for the government of the city to maintain the innovation of this tourist destination, otherwise it may be become outdated for the tourist (BrandSpeak, 2018).

Feedback 450 Brand Positioning of London Eye

            There is no doubt that the London eye Ferris wheel in the London is one of the most festinating and mesmerizing tourist sports. The structure of the London eye is also very good and amazing that very much look like a giant cycle wheel. There is no doubt that it the one of the most secure and safe ride for the passengers because the structure of the wheel is very strong and the capsules of the London eye is lightening and storm proof  because in case any of the storm strike the London eye the passengers remain safe without getting any kind of harm. It is very obvious for any tourist place that the visitors want innovation and a kind of modernism in the destination and it is something needs to realize by the government of the country (BrandSpeak, 2018).  To maintain connection with the foreign and local tourist, it is very important for the government to renovate the whole structure and design of the wheel to give the tourist new feel about the architecture of the London eye. All of the economical challenges that the city is facing also have a huge impact on the overall tourism industry of the country. It is very important for the authorities of the to London eye to apply some of the good marketing strategies to attract more visitors, otherwise the government income from the tourism would be suffer (London Eye, 2017).

            There is no doubt that the London eye has made a very strong product with effective customer’s experience that increases the overall loyalty of the customers towards the product.  It is very important to the London eye to improve its overall marketing strategies for the product and for this purpose they  need to focus on the 4ps of the product, that are product, price, place and promotion. The London eye should use the official website of the company for the commercial and promotional use (London Eye, 2017). I personally visit the website of the London eye, and I should say that it is not very user friendly.  The London eye should also pay attention towards their website. The official website of the company can be a good source of marketing and by improving the overall design and structure of the website. The company can attract more of the users towards the London eye tourist designation by using the effective marketing strategies and improve their official website.

References of Brand Positioning of London Eye

BrandSpeak. (2018). BRAND POSITIONING AND CUSTOMER EXPERIENCE DEVELOPMENT. Retrieved from https://www.brandspeak.co.uk/case-study/brand-positioning-customer-experience-development/

Coca Cola London Eye. (2019). About Us. Retrieved from https://www.londoneye.com/about-us/

Hender, J. (2003). Innovation leadership: Roles and key imperatives. Grist Ltd.

Horst, G. (2019). 10 things you didn't know about the London Eye. Retrieved from https://www.visitbritainshop.com/world/articles/10-things-you-didnt-know-about-the-london-eye/

London Eye. (2017). Eye on London - 20 of the Most Secret and unusual things to do in London. Retrieved from https://www.londoneye.com/blog/eye-on-london-20-of-the-most-secret-and-unusual-things-to-do-in-london/