MARKETING STRATEGY-SEGMENTATION,

POSITIONING & MARKETING MIX.

A plan of action 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.

1. Overall Cost-Leadership -to achieve lowest cost in the industry,facing competition,image building.

2.Differentiation-adding exclusive valuesswimming pools. & fitness centres.

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 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.

Members of similar needs & wants. BMW, TATA nano, Johnson & Johnson, Club med Resorts-separate resorts.

‘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..

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 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.

Positioning by:1.Attribute2.Benefit3.Use4.Competitor5.Quality/price

Kerala has been positioned in the world tourism market as the “God’s own country”

Identifying Possible Competitive Advantages

Choosing the Right CompetitiveAdvantages

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.

IN TOURISM----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

branding,positioning etc.

A best suitable combination of the marketing variables is essential for the successful tourism marketing.

Tourism Marketing Mix.