Marketing Research and Consumer Behavior Report for Sandals Resorts Created a professional brand management market segmentation report for Sandals Resorts including a market situation analysis, psychographic, demographic, geodemographics, and product-related behavioral characteristics, consumer market segmentation analysis, identified Sandals Resorts target market, VALS2, PRIZM, consumer benefit segmentation, market size and sales potential, consumer decision process model, identified consumer problems and suggested marketing mix solutions to all problems, and identified opportunities for growth.

1. Sandals Resorts Team 5 Sara Huelsman Mike Huser Pat Hyland Stephanie Johnson Jill Kuefner Matt Mlazovsky

2. Market Situation Analysis Mike Huser

10. Industry Sales $10,918 $2,380 $895 $881 2007 $9,925 $9,150 $8,436 $7,777 Disney $2,136 $1,917 $2,080 $1,913 Club Med $810 $733 $663 $600 Sandals $797 $722 $621 $561 Kerzner 2006 2005 2004 2003 Table 1: Industry Sales (in millions)

11. Industry Sales Continued.

12. Industry Market Share 5.8% Kerzner 72.4% Disney 15.8% Club Med 5.9% Sandals 2007 Table 2: 2007 Market Share Percentage Among Competitors

14. Forecasts for Sandals

16. Consumer Market Segmentation Matt Mlazovsky

23. Psychographic Segmentation Sara Huelsman

26. Prizm Cluster Profiles

27. Hometown Retired City Startups Home Park Bench Seniors New Beginnings Blue-Chip Blues Pools & Patios Home Sweet Little City Urban Elders Red, White & Blues White Picket Fences New Empty Nests Brite Lites, Back Country Folks American Classics Big Sky Families American Dreams Executive Suites Families Old Milltowns Old Glories New Homesteaders Fast-Track Families Second City Elite Cul-de-Sacs Shakers Golden Ponds Multi-Culti Mosaic Boomtown Singles Kids & Movers and Low-Rise Living Suburban Pioneers Urban Achievers Beltway Boomers Big Fish, Small Pond Big City Blues Shotguns & Pickups Up-and-Comers Upward Bound Upper Crust Bedrock America Heartlanders Greenbelt Sport Bohemian Mix Money & Brains Family Thrifts Sunset City Blues Young Influentials Young Digerati Country Squires Crossroads Villagers Close-in Couples Traditional Times Mayberry-ville Urban Gold Coast Managers Mobility Blues Domestic Duos Middleburg Suburban Sprawl Winners Circle Young & Rustic Simple Pleasures The Cosmopolitans God’s Country Blue Blood Estates Quintile 5 Quintile 4 Quintile 3 Quintile 2 Quintile 1

34. Consumer Benefit Segmentation

35. High Low Low Luxuriousness High  Kerzner  CNL Hotels & Resorts, Inc  Host Hotels & Resorts  Club Med  Sandals  Beaches Price Luxuriousness Walt Disney Parks & Resorts   Radisson Hotels & Resorts Price

36. 5 2 5 Host 2 3 2 CNL 3 Radisson 1 5 1 2 Kerzner 4 2 4 4 3 Club Med 4 5 1 4 Disney 3 1 3 5 1 Sandals Expensive Relaxing/ Calming Experience Exclusivity Family Friendly Inclusive BRAND BENEFITS OFFERED BY BRAND

37. 3 1 4 5 2 Retired Richard & Rhonda 3 1 4 5 2 Anniversary Angela & Adam 5 4 3 1 2 Family Frank & Felicity 3 2 5 1 4 Married Mark & Missy 3 1 4 5 2 Honeymoon Hannah & Hayden 4 1 3 5 2 Single Shannon & Bachelor Brett Expensive Relaxing/Calming Experience Exclusivity Family Friendly Inclusive MARKET SEGMENT BENEFITS SOUGHT BY MARKET SEGMENT

38. Target Market Segmentation Jill Kuefner

39. TARGET MARKET DISCOVERY GRID BENEFITS SOUGHT BY TARGET MARKET BRAND and TARGET MARKET Inclusive Family Friendly Exclusivity Relaxing/ Calming Experience Expensive Brand Sandals 1 5 3 1 3 Target Market Honeymoon Hannah & Hayden 2 5 4 1 3

40. Market Segment Overlap Sandals All-Inclusive Vacation Package Married Mark & Missy 6% Single Shannon & Bachelor Brett 2% Family Frank & Felicity 4% Retired Richard & Rhonda 11% Anniversary Angela & Adam 15% Honeymoon Hannah & Hayden 62%

41. An all-inclusive honeymoon vacation A relaxing and calming time to relieve post- wedding stress A perfect place to honeymoon with minimal planning needed at this romantic resort Hannah and Hayden will be able to de-stress, relax, and spend some quality time with each other after the wedding The Product Functional Benefit Practical Benefit Emotional Payoff The Benefit Chain All-Inclusive Vacation Package Honeymoon Hannah and Hayden

42. Benefit Segmentation SEGMENT NAME Single Shannon & Bachelor Brett Honeymoon Hannah & Hayden Married Mark & Missy Family Frank & Felicity Principle Benefit Sought Relaxing/ Calming Experience Relaxing/ Calming Experience Want a vacation away from the kids All-inclusive family vacation Demographic Strengths Young Singles Young, newly married couples Families Families Special Behavioral Characteristics Outgoing and enjoy being in a crowd of people Want a stress-free wedding and honeymoon Want to make kids happy Want to make kids happy Brands Disproportionately Favored Host, Radisson, Any singles vacations/cruises Club Med, Kerzner, CNL Walt Disney World Walt Disney World, Beaches Personality Characteristics Highly Sociable Focusing on love & a bright, successful future Laid back Image conscious, Like to have fun Life Style Characteristics Active Active Traditional, Value-Oriented Active, Quality-Oriented Life’s Motto “ Work hard, play harder” “ Life’s best moments are made in the company of loved ones” “ Family makes a house a home” “ Do it for the kids”

43. Benefit Segmentation Continued. SEGMENT NAME Anniversary Angela & Adam Retired Richard & Rhonda Principle Benefit Sought Relive their honeymoon Relaxing/ Calming Experience Demographic Strengths Middle Age Couples, Small Families Older Couples, Retirees with Family Ties Special Behavioral Characteristics Want to relax without having to worry about kids Want to revitalize their marriage, enjoy retirement Brands Disproportionately Favored Sandals, Club Med, Kerzner Club Med, Kerzner, Radisson Personality Characteristics Prefer to be active, don’t waste time Very traditional in their outlook on life Life Style Characteristics Active, Family Values Traditional, Value-Oriented Life’s Motto “ Life doesn’t slow down, so you better speed up” “ I may walk slow, but I never turn around”

44. Market Size and Sales Potential and CDP Model Stephanie Johnson

49. Consumer Decision Model Honeymoon Hannah and Hayden

50. Consumer Problems and Solutions Pat Hyland

54. Marketing Mix Solutions

73. Strategic Opportunity Mix

74. Strategic Opportunity Mix Diversification Strategy Marketing research Market segmentation Product differentiation Mergers, acquisitions, joint ventures Highest risk “ Diversification” Present Product New Product Present Market New Market Market Penetration Strategy Marketing research Product differentiation Gain market share Lowest risk “ Product Positioning” Product Development Strategy Marketing research Product development Product differentiation Medium risk “ Flanker Brand” Market Development Strategy Marketing research Market segmentation Product differentiation Heavy promotion Medium risk “ Market Segmentation”

75. Questions??