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STP - Marketing

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STP - Marketing

  1. 1. MARKET SEGMENTATION TARGETING POSITIONING JAMBOREE CREEK, GOA
  2. 2. 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
  3. 3.  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)
  4. 4. 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
  5. 5. The Ecotourism Spectrum
  6. 6. 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
  7. 7. Framework of Segment Attractiveness Criteria MARKET FACTORS SEGMENT GROWTH RATE SEASONALITY & CYCLICALITY OF DEMAND ECONOMIC & TECHNOLOGICAL FACTORS LEVEL OF TECHNOLOGY UTILIZATION INVESTMENT REQUIRED COMPETITIVE FACTORS COMPETITIVE INTENSITY QUALITY OF COMPETITION ENVIRONMENTAL FACTORS SOCIAL ACCEPTABLITY & PHYSICAL ENVIRONMENT IMPACT Dibb, S. (1999)
  8. 8. 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.
  9. 9. NEEDS VS WANTS
  10. 10. POSITIONING VAAYU
  11. 11. 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.
  12. 12. 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
  13. 13. 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.
  14. 14. THANK YOU SABYASACHI CHAKRABORTY NANDITA AGGARWAL MANSI MEHTA YONGKE LI

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