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Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
Brand Positioning Options for Hotels in Goa
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Brand Positioning Options for Hotels in Goa

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An possible approach on positioning of Hotels in Goa

An possible approach on positioning of Hotels in Goa

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  • 1. Positioning Options for Hotels in Goawww.mastersungroup.com
  • 2. POSITIONING"an organized system for finding a window in the mindof the target consumer”
  • 3. Profile of Foreign Traveler in Goa Goa Traveler 2/3rd of them Male Majority belong to US, UK , Europe (esp. France & Germany) & Australia Long stay, usually a fortnight. Usually not taken a package Is not a backpacker but a luxury traveler, stays in a starred hotel, spending atan average of Rs. 21,000
  • 4. Profile of Foreign Traveler in Goa India Traveler Has come for sight seeing, participating in cultural events, ecotourism or shopping Beaches & churches of Goa, a big draw for traveler from UK & Australia Middle aged segment big & growing 66% :Repeat visitors, 66% Spends > USD 2500; 65% Stay in 4 Star & above India Traveler from UK, US , Australia & Europe Usually accompanied by a spouse/significant other Except for Australians, Often accompanied by friends or family members UK traveler accompanied by small kids, US traveler accompanied by otherfamily members Key associations with India : Artifacts & heritage, Palaces and royal retreats,yoga/spirituality/meditation
  • 5. Profile of Domestic Traveler to Goa Out of the 25 lakh people that come to Goa, 85% are domestic Primarily male Majority of them from Maharashtra, West Bengal, Karnataka,Gujarat, Kerala A weekend to a weeklong stay Short stays from visitors in neighboring states Most of them not on a package tour Business men, professional or private service 10% or say 2.5 Lacs falls in high income bracket , likely to stay ina starred hotel
  • 6. Goa :What Does itStand For
  • 7. Goa Associations Foreign Traveler :TropicalBeachPrimarily : Sand, Sun and BeachesTROPICAL BEACH LOCATIONTropical Environment, Greenery
  • 8. Goa Associations for Foreign Traveler: GoanExperiencePEOPLEHappy-Go-Lucky PeopleChurches , Architecture,Local Cuisine etc.INDO -PORTUGUESE CULTUREINDIA’S SPILL OVERSpa, Yoga and Meditation
  • 9. Goa Foreign Traveler Associations : Summary Tropical Beach Location Sun & Sand Tropical Environment & Greenery Goan Experience Indo-Portuguese Culture Happy-Go-Lucky People India’s Spill Over : Spa, Meditation & Relaxation“Those want a standard experience who want to have as little to deal with India/Goaas possible. But then: why come to India/Goa at all - you might as well chooseCaribbean - or Canary islands.” Feedback at Trip Advisor
  • 10. Goa Domestic Traveler Associations : Summary Beach & Beach Activities Privacy of Beach : Seclusion or Less Congestion Beach Fun & Activities : Water Sports, Boating, Catching Rains Goan Experience Joy de Vivre of Goa Goan Cuisine, Goan Love of Wine / Feni etc. Partying & Having Fun : Night life, Casino, Good Crowd (Foreigners ) etc.
  • 11. Domestic & Foreigner :Positioning Possibilities Dimensions of Positioning common between Domestic & Foreigner Beach Location Goan Experience Way the dimensions manifests itself is different Natural Beach Location For a Foreigner the beach is primarily about sun , sand and tropical environment For Indian , it is about the variety of beaches and activities around the beach Goan Experience For the Foreigner it is about Indo- Portuguese culture, architecture, churches, happy-go-lucky people and Indian flavour of spa & yoga For the Indian traveler it is about the joy de vivre of Goa and having fun
  • 12. Positioning Option:The Goan Experience Goan Experience No property has tried to single mindedly own the Goan experience. Presentsopportunity for significant differentiation No property has either imbibed or communicated the Goan experience. Hotels have done isolated things to imbibe the flavour . Radisson & Mariotthave facilitated activities to savour the Goan experience .Taj has used the Goancuisine.
  • 13. Positioning Task for Hotel X: ForeignerPositioning Task for Hotel X: Foreigner The product needs to be enhanced and deliver tangibly on the foreigner’sexpectations pertaining to Ownership of Indo-Portuguese Theme : Heritage, Culture, Artifacts & Curios & Cuisine Build on the warmth of its staff to deliver the happy-go-lucky image Strongly deliver on the Indian spillover : Spa , Yoga & Meditation Hotel X’s Communication Has to revive the Indo-Portuguese discourse : mythology, heritage & folklore Demonstrate & illustrate the rich & vibrant Goan experience of Hotel X
  • 14. Positioning Task for Hotel X: IndianPositioning Task for Hotel X: Indian However for the Indian, while the privacy and access is welcome, the product needs to strongly deliver on activitiesaround the beach To appropriate ‘the Goan experience’ dimension , the product needs to deliver or facilitate the Indian’s expectationspertaining to Joy de vivre of Goa Emphasis on Goan Food & Drinks Opportunities for Partying & Having Fun Communication to focus on Beach Fun & Activities Joy de Vivre of Goans
  • 15. Visit us at www.mastersungroup.comSarvajeet Chandra+91 9920803060, sarvajeet@theadiva.com,sarvajeetchandra@gmail.com

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