Positioning Options for Hotels in Goa

8/7/2019 Positioning Options for Hotels in Goa

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www.mastersungroup.com

Positioning

Options forHotels in Goa

Positioning

Options forHotels in Goa


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POSITIONING

"an organized system for finding a window

in the mind of the target consumer

POSITIONING

"an organized system for finding a window

in the mind of the target consumer


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Profile of Foreign Traveler in GoaProfile of Foreign Traveler in GoaProfile of Foreign Traveler in GoaProfile of Foreign Traveler in Goa

Goa Traveler

2/3rd of them Male

Majority belong to US, UK , Europe (esp. France &

Germany) & Australia

Long stay, usually a fortnight. Usually not taken a

package

Is not a backpacker but a luxury traveler, stays in a

starred hotel, spending at an average of Rs. 21,000


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Profile of Foreign Traveler in GoaProfile of Foreign Traveler in GoaProfile of Foreign Traveler in GoaProfile of Foreign Traveler in Goa

India Traveler Has come for sight seeing, participating in cultural events,

ecotourism or shopping

Beaches & churches of Goa, a big draw for traveler from

UK & Australia Middle aged segment big & growing

66% :Repeat visitors, 66% Spends > USD 2500; 65% Stay

in 4 Star & above

India Traveler from UK, US , Australia & Europe

Usually accompanied by a spouse/significant other Except for Australians, Often accompanied by friends or

family members

UK traveler accompanied by small kids, US traveler

accompanied by other family members

Key associations with India : Artifacts & heritage, Palaces

and royal retreats, yoga/spirituality/meditation


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Profile of Domestic Traveler toProfile of Domestic Traveler to

GoaGoa

Profile of Domestic Traveler toProfile of Domestic Traveler to

GoaGoa

Out of the 25 lakh people that come to Goa, 85%

are domestic

Primarily male

Majority of them from Maharashtra, West Bengal,Karnataka, Gujarat, Kerala

A weekend to a weeklong stay

Short stays from visitors in neighboring states

Most of them not on a package tour Business men, professional or private service

10% or say 2.5 Lacs falls in high income bracket ,

likely to stay in a starred hotel


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Goa : What

Does it StandFor

Goa : What

Does it StandFor


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Goa Associations Foreign Traveler

:Tropical Beach

Goa Associations Foreign Traveler

:Tropical Beach

Primarily : Sand, Sun and Beaches

TROPICAL BEACH LOCATION

Tropical Environment, Greenery


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Goa Associations for Foreign

Traveler: Goan Experience

Goa Associations for Foreign

Traveler: Goan ExperiencePEOPLE

Happy-Go-Lucky PeopleChurches , Architecture,

Local Cuisine etc.

INDO -PORTUGUESE CULTURE

INDIAS SPILL OVER

Spa, Yoga and Meditation


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Goa Foreign Traveler AssociationsGoa Foreign Traveler Associations

: Summary: Summary

Goa Foreign Traveler AssociationsGoa Foreign Traveler Associations

: Summary: Summary

Tropical Beach Location

Sun & Sand

Tropical Environment & Greenery

Goan Experience

Indo-Portuguese Culture

Happy-Go-Lucky People

Indias Spill Over : Spa, Meditation & Relaxation

Those want a standard experience who want to have as

little to deal with India/Goa as possible. But then: why

come to India/Goa at all - you might as well choose

Caribbean - or Canary islands.

Feedback at Trip Advisor


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Goa Domestic TravelerGoa Domestic Traveler

Associations : SummaryAssociations : Summary

Goa Domestic TravelerGoa Domestic Traveler

Associations : SummaryAssociations : Summary

Beach & Beach Activities

Privacy of Beach : Seclusion or Less Congestion

Beach Fun & Activities : Water Sports, Boating,

Catching Rains

Goan Experience

Joy de Vivre of Goa

Goan Cuisine, Goan Love of Wine / Feni etc.

Partying & Having Fun : Night life, Casino, Good Crowd(Foreigners ) etc.


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Domestic & Foreigner :Domestic & Foreigner :

Positioning PossibilitiesPositioning Possibilities

Domestic & Foreigner :Domestic & Foreigner :

Positioning PossibilitiesPositioning Possibilities

Dimensions of Positioning common between

Domestic & Foreigner

Beach Location

Goan Experience

Way the dimensions manifests itself is different

Natural Beach Location

For a Foreigner the beach is primarily about sun , sand and

tropical environment

For Indian , it is about the variety of beaches and activities

around the beach

Goan Experience

For the Foreigner it is about Indo- Portuguese culture,

architecture, churches, happy-go-lucky people and Indian

flavour of spa & yoga

For the Indian traveler it is about the joy de vivre of Goa and

having fun


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Positioning Option: The GoanPositioning Option: The Goan

ExperienceExperience

Positioning Option: The GoanPositioning Option: The Goan

ExperienceExperience

Goan Experience

No property has tried to single mindedly own the Goan

experience. Presents opportunity for significant

differentiation

No property has either imbibed or communicated the Goanexperience.

Hotels have done isolated things to imbibe the flavour .

Radisson & Mariott have facilitated activities to savour the

Goan experience .Taj has used the Goan cuisine.


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Positioning Task for Hotel X:Positioning Task for Hotel X:

ForeignerForeigner


ForeignerForeigner

The product needs to be enhanced and deliver

tangibly on the foreigners expectations

pertaining to

Ownership of Indo-Portuguese Theme : Heritage,

Culture, Artifacts & Curios & Cuisine

Build on the warmth of its staff to deliver the happy-go-

lucky image

Strongly deliver on the Indian spillover : Spa , Yoga &

Meditation

Hotel Xs Communication

Has to revive the Indo-Portuguese discourse :

mythology, heritage & folklore

Demonstrate & illustrate the rich & vibrant Goan

experience of Hotel X


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IndianIndian


IndianIndian However for the Indian, while the privacy and

access is welcome, the product needs to strongly

deliver on activities around the beach

To appropriate the Goan experience dimension ,the product needs to deliver or facilitate the

Indians expectations pertaining to Joy de vivre of

Goa

Emphasis on Goan Food & Drinks

Opportunities for Partying & Having Fun

Communication to focus on

Beach Fun & Activities

Joy de Vivre of Goans


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Contact UsContact Us

Sarvajeet :+91 9920803060,[email protected]

Jasravee +91 9892301590


Sarvajeet :+91 9920803060,[email protected]

Jasravee +91 9892301590


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Positioning Options for Hotels in Goa