Tourism Target Marketing

Prepared By

Sudip Kumar Mandal

Target Marketing Process

Target Marketing Process

Size of stricture, Geographic location

Recreation activityEquipment typePrice level

Age, EducationGender, Income

Country,Region,

Market areaBusinessVacationCity trip

Volume of useFrequency of use

Brand loyalty Life styleAttitude value

Tourism Market segmentationD

emog

raph

ic

Geographic

Purpose

Behavioral

Psychographic

Product Related

Channel Of Distribution

Age(10-20,20-30,30-40) Education=N/AGender= Male, Femal, Child Income=20k-30k,30k-40k,40k-50

Country=Country of residence , country of reference Region= Mushlim , Hindu, Kristen,Market area=Kolatoli,Coxs-Bazar

Business=Corporate, Personal, Government, Country of reference Vacation=Family, Student, 1st class citizen ,Middle class citizen

Volume of use= How many time consumers are coming Frequency of use= How frequently they are coming Brand loyalty = How many time they will choose us

Dem

ogra

phic

Geographic

Purpose

Behavioral

Size of stricture, Geographic location

Recreation activity=Swimming pull, play ground, ClubEquipment type= New technology Price level= Low, Medium, High

Life style=Lower class, Middle class, Higher ClassValue= Base on consumer

Psychographic

Product Related

Channel Of Distribution

A target market is a market segment selected by a hospitality and travel organization

for marketing attention.

SELECTIncome potential and yield

Competition

Cost

Ability to Serve

SELECT

Income potential and yield

Competition

Cost

Ability to Serve

20k-30 k

Advantage given

How much money to invest to give

advantage to consumer

Product –Market- Matching Repositioning without

changing product.Emotional appeals

Positioning

Positioning approach Positioning on Specific product feature

Positioning on benefit ,Problem Solution or needs

Positioning on user category

Positioning against another product

Positioning by product class dissociation

Unique features that have obvious value(No artificial)

Product features----> Customer(Transportation from air port)

Used by models --->customer identify(Age of visitors 25-35)

Implicit to explicit comparison(Discount on VISA card)

New product that differs from traditional products (Learning ,Discovery)