Neoma Business School - MS Communication : Mini-case study consisting in defining strategic positioning for Reims as a touristic destination. Message and billboards (in French) are suggested at the end.
1. Reims
as a brand
Andreea ARHIP - Lucie CASAMITJANA -
Bérengère JOUVE - Olivier LECROCQ -
Théo VERDIER - Laura SENS-
2. PART 1
1. Reference market
a. What is satisfied : need for discovery/evasion
b. How is it satisfied : a trip
c. Who is satisfied : tourist
2. Macro-segment
a. Activity : family, couple, group, alone
b. Function : short trip, long journey, life changing experience
3. Micro-segmentation variables
a. Consumer characteristics : urban - parisian, no time to travel - hard
workers, epicurean, CSP+ - 30 - 40years
b. Consumer reactions to the product : be relaxed, destressed,
surprised, enriched, want to come back
c. Situational factors : have a break, break the routine, seamless
experience
3. Reims
4. Electing variables for micro-segmentation
a. Degree of involvement in short trips
b. Frequency of cultural activities
5. Operationalization of variables
c. Degree of involvement in short trips : % of short trips undertaken
per year
d. Frequence of cultural activities : Number of cultural activitieses per
week
4. Degree of involvement in short trips
LOW MEDIUM HIGH
HIGH Glocal lifestyle Lover Explorer
MEDIUM Cultivated Amateur Traveler
LOW Lazy Not enough time Laid back visitorFrequenceof
culturalactivities
Reims
6 & 7. Micro Segmentation & Electing Target segments
8. Capturing target segments
