MARKET SEGMENTATION
TARGETINGPOSITIONING
JAMBOREE CREEK, GOA
GREEN . YOGIC . ORGANIC . JAMBOREE
Jamboree Creek is an eco friendly resort located in North Goa.
Going “Green” – Afforestation project – use of permaculture
Yoga camps and workshops – Capoeira, Tai Chi, Acro Yoga
Kitchen garden – home grown lemongrass, fresh fruits & vegetables
Tourists are interested in natural places and experiences for the benefits of enjoyment and learning, physical activity and adventure (Beaumont, 2011)
Multiple segmentation bases – Psychographic & Behavioral Segmentation
Personality, lifestyle, benefits sought, loyalty status
SEGMENTATION
Dibb, S. (1999)
Sathish & Kumbharjuvenkar (2012)
Reasons for Tourists Visit to Goa
Majority reason people travel to Goa is for holiday and relaxation.
The market segment Jamboree Creek is targeting, is substantial enough to serve as markets.
Actioning modifications to the offerings provided to the market segment
Effective Segmentation
The Ecotourism Spectrum
TARGETING
CONCENTRATED MARKETING Tourist Arrivals – 4,284,721 (30%)
2015 Limited resources (including
limited inventory of 11 huts) Niche tourism Large share of small market
Framework of Segment Attractiveness Criteria
MARKET FACTORS
SEGMENT GROWTH
RATE
SEASONALITY &
CYCLICALITY OF
DEMAND
ECONOMIC & TECHNOLOGICAL FACTORS
LEVEL OF TECHNOLOG
Y UTILIZATION
INVESTMENT
REQUIRED
COMPETITIVE FACTORS
COMPETITIVE
INTENSITY
QUALITY OF COMPETITIO
N
ENVIRONMENTAL FACTORS
SOCIAL ACCEPTABLITY & PHYSICAL
ENVIRONMENT IMPACT
Dibb, S. (1999)
TARGETING MARKET SEGMENTS
Niche segment - targeting independent travelers, eco-tourists, wellness and spiritually inclined tourists.
Jamboree Creek cannot afford to target too many segments as it is in a nascent stage.
For example, large families would attract more revenue but this segment does not mesh with the company’s objectives.
NEEDS VS WANTS
POSITIONING
VAAYU
COMPETITION
POSITIONING STRATEGY PRODUCT DIFFERENTIATION Physical Attributes: Jamboree Creek offers the consumer with eco-friendly
accommodation consisting of bamboo huts, open air rain showers, colorful interiors, access to a private beach, yoga studio, etc
Location: The resort has access to a private beach and hence offers a lot of privacy to its guests.
COMPETITIVE ADVANTAGE Jamboree Creek’s USP is that they grow their own herbs and most of the
fruits and vegetables for consumption on property. All produce is grown organically.
Differences are Distinctive and Preemptive. No competitor grows it produce organically on the property itself. All competition hotels are located on the beach which do not offer privacy.
S.W.O.T. ANALYSIS OF JAMBOREE CREEK
STRENGTH
• Home grown organic food products• Privacy
WEAKNESS
• Limited Inventory• Seasonality
OPPORTUNITY
• Expansion• Increasing activities to attract more segments
THREAT
• Boutique hotel with similar product & services• Concept can be copied easily
REFERENCES
Dibb, S. (1999). Criteria guiding segmentation implementation: reviewing the evidence. Journal Of Strategic Marketing, 7(2), 107-129.
Beaumont, N. (2011). The third criterion of ecotourism: are ecotourists more concerned about sustainability than other tourists? Journal of Ecotourism, 10 (2),135-148.
Weaver, D.B., and Lawton, L.J. (2002). Overnight ecotourist market segmentation in the Gold Coast Hinterland of Australia. Journal of Travel Research, 40 (3), 270-280.
http://www.goatourism.gov.in/statistics/225 Dey, B., & Sarma, M. K. (2006). Tourist typologies and Segmentation
Variables with Regard to Ecotourists. Tourism Management, 8, 31-39.
THANK YOUSABYASACHI CHAKRABORTY
NANDITA AGGARWALMANSI MEHTA
YONGKE LI