A plan o f actio n designed to attain the
It describes how the org. is going to achieve
Provides frame work within which the
management can take decisions on the
It must be according to the market
conditions,product position & nature of the
1. Overall Cost-Leadership -to achieve
lowest cost in the industry,facing
2.Differentiation-adding exclusive values
swimming pools. & fitness
3.Focus- on concentrated mkg.
Dividing a market into distinct groups of
buyers who might require separate products
and/or marketing mixes is known as market
each buyer is potentially a separate market.
The entire market and the buyers are
grouped on the basis of certain common
characteristics such as needs, purchasing
power,locations,buying attitudes etc.
Members of similar needs & wants.
Johnson & Johnson,
Club med Resorts-separate resorts.
‘market’ means the collective
actual/potential customers of tourism
Segmentation is done by identifying the
market for each tourist procuct
Market is segmented generally by Income&
Vacation Tourist -seasonal,common
Business Tourist -conferences,trade faires…
Common-Interest Tourist- visit,education..
Is the process of identifying the most suitable segment
to serve most effectively.
It helps to concentrate all the marketing efforts &
most efficient use of mkg.resources.
----Resorts,travel agency,destination services…etc.
Creative exercise of placing the product
in the minds of the customers by
projecting the competitive advantage of
It is to occupy a meaningful & distinct
competitive position in the target minds
of the target buyer.
USP ( unique selling preposition)& prdct
Kerala has been positioned in the world
tourism market as the “God’s own country”
Identifying Possible Competitive
Choosing the Right Competitive
Communicating and Delivering the
Chosen Position to the target customers.
Marketing MixMarketing Mix
• It’s the combination of the marketing variables
which any organization uses at a particular time
in order to achieve the targeted result.
• Introduced by Prof.Neil Bordes -1953.
MM helps the mkg manager to understand
where the mkg action canbe initiated to improve
the acceptability of the tourism product .
Creating demand thru:
• Price reduction of the tourist facility
• Providing more services at the same cost.
• Strengthening promotional activities by
A best suitable combination of the marketing
variables is essential for the successful tourism