Strategic mkg.arun(titto sunny)

1,004 views

Published on

Published in: Business, Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,004
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
37
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Strategic mkg.arun(titto sunny)

  1. 1. MARKETING STRATEGY- SEGMENTATION, POSITIONING & MARKETING MIX.
  2. 2.  A plan o f actio n designed to attain the marketing objective.  It describes how the org. is going to achieve the target.  Provides frame work within which the management can take decisions on the marketing matters.  It must be according to the market conditions,product position & nature of the company.
  3. 3. 1. Overall Cost-Leadership -to achieve lowest cost in the industry,facing competition,image building. 2.Differentiation-adding exclusive values swimming pools. & fitness centres. 3.Focus- on concentrated mkg.
  4. 4.  Dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes is known as market segmentation.  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.
  5. 5.  Members of similar needs & wants.  BMW, TATA nano, Johnson & Johnson, Club med Resorts-separate resorts.
  6. 6.  ‘market’ means the collective actual/potential customers of tourism destination/service.  Segmentation is done by identifying the market for each tourist procuct Market is segmented generally by Income& Age.  Vacation Tourist -seasonal,common  Business Tourist -conferences,trade faires…  Common-Interest Tourist- visit,education..
  7. 7. 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.
  8. 8. Creative exercise of placing the product in the minds of the customers by projecting the competitive advantage of the company. It is to occupy a meaningful & distinct competitive position in the target minds of the target buyer. USP ( unique selling preposition)& prdct dfn.
  9. 9. Positioning by: 1.Attribute 2.Benefit 3.Use 4.Competitor 5.Quality/price Kerala has been positioned in the world tourism market as the “God’s own country”
  10. 10. Identifying Possible Competitive Advantages Choosing the Right Competitive Advantages Communicating and Delivering the Chosen Position to the target customers.
  11. 11. 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. IN TOURISM---- MM helps the mkg manager to understand where the mkg action canbe initiated to improve the acceptability of the tourism product .
  12. 12. Creating demand thru: • Price reduction of the tourist facility • Providing more services at the same cost. • Strengthening promotional activities by branding,positioning etc. A best suitable combination of the marketing variables is essential for the successful tourism marketing.
  13. 13. Tourism Marketing Mix.

×