MDL Launches New 'Portfolios'

MDL, the UK's largest marina operator, is launching a new design of corporate literature at the beginning of December. Each of MDL's 16 marinas has its own portfolios', which contains a brochure giving details of all the facilities available at web site, plus information on benefits for long term berth holders. Each marina is well illustrated with photographs showing the layout and atmosphere of the site. The 'Portfolio' also includes a newly designed tariff for each marina listing additional services and will soon incorporate a location map and essential marina information for visitors.

One of the new features included in the 'Portfolio' concept is that all tariffs quoted will be inclusive of VAT. This is in response to customer demand as evidenced in a recently completed market research study. The research study, entitled 'Boat Owners' Attitudes to Boating and Marinas' was conducted by MORI for MDL during the summer of 1998. The purpose was to establish what those who actually own boats believe to be the key issues in boating. Specific research objectives included asking respondents what they really wanted from a marina, their attitudes to pricing and their thoughts of the future developments of boating and marina services.

When asked about pricing methods, an overwhelming 92% of respondents indicated they would like to see tariffs inclusive of VAT listed in marina brochures. Therefore MDL has totally revised its pricing structure and all costs listed in the new tariffs are inclusive of VAT.

The survey results also concluded that proximity to a favoured boating area is one of the most important factors when choosing a permanent mooring location. Friendliness and helpfulness of staff is rated overall by boaters as the most impressive thing about marinas. Other highly rated factors included the quality of facilities and MDL runs an extensive maintenance and renovation programme at all 16 sites, to ensure that its facilities are up to standard.

The new 'Portfolios' will be available from all MDL marinas from mid December and will be on display at the MDL stand (3A) at the London Boat Show.

Technical details

MORI conducted the study in two stages between June and September 1998. Initially eight discussion groups around the country explored some key issues and this was followed by a quantitative self-completion survey mailed to 3,600 boat owners. With an encouragingly high response rate of 42%, it is clear that boat owners have strong views on the boating industry and are keen to voice their opinions. In turn, MDL is eager to learn from the results of the study and continue to develop its marinas in line with customers' wishes.