+ All Categories
Home > Documents > STP - Marketing

STP - Marketing

Date post: 16-Apr-2017
Category:
Upload: yongke-li
View: 114 times
Download: 1 times
Share this document with a friend
14
MARKET SEGMENTATION TARGETING POSITIONING JAMBOREE CREEK, GOA
Transcript
Page 1: STP - Marketing

MARKET SEGMENTATION

TARGETINGPOSITIONING

JAMBOREE CREEK, GOA

Page 2: STP - Marketing

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

Page 3: STP - Marketing

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)

Page 4: STP - Marketing

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

Page 5: STP - Marketing

The Ecotourism Spectrum

Page 6: STP - Marketing

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

Page 7: STP - Marketing

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)

Page 8: STP - Marketing

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.

Page 9: STP - Marketing

NEEDS VS WANTS

Page 10: STP - Marketing

POSITIONING

VAAYU

COMPETITION

Page 11: STP - Marketing

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.

Page 12: STP - Marketing

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

Page 13: STP - Marketing

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.

Page 14: STP - Marketing

THANK YOUSABYASACHI CHAKRABORTY

NANDITA AGGARWALMANSI MEHTA

YONGKE LI


Recommended