vancouver island university degree (2012 linkbc case competition)
DESCRIPTION
This is the presentation from the VIU degree team at the 6th Annual LinkBC Case Competition. They were challenged with creating packages for a Coast Hotels & Resorts property drawn at random. The packages had to attract new visitors to the region during the off season. This presentation won the degree category.TRANSCRIPT
COAST PENTICTON HOTEL
MARKETING A HOTEL EXPERIENCE
Marketing
ProductExperience
Price
Place
Promotion
TARGET MARKET
Free Spirits
No-HassleTravellers
Cultural Explorer
FREE SPIRIT CHARACTERISTICS
High energy
Want structure and planning
Drawn to winter sports
NO-HASSLE TRAVELLERS CHARACTERISTICS
Travel to get away
Want everything taken care of
Usually travel in groups/family
CULTURAL EXPLORER
Seek an authentic experience
Independent traveller
Social responsibility
CUSTOMER MOTIVATIONS
Psychographics
Personal Beliefs
Social Values
View of the World
ADDED VALUE
Specific to Target Market
Packaging
Activities
Hotel
BEST PACKAGING PRACTICES
Value
•Dynamic packaging that delivers value to the individual.
Enhanced
Performance
•Maintain marketing pressure that focuses on behavioral characteristics for value perception.
Loyalty
•Compete on quality of the experience to maximize word-of-mouth advertising.
PROMOTION
Partners
Internal
External
DISTRIBUTION CHANNELS
Hotel Website
DMOs
Paid Advertising
THEMES
Experience Winter the Local Way
Discover a New Playground
Connect with the Ones that Matter
PACKAGES
Discover a New Playground$349
FS
Experience Winter the Local Way$329
CE
Connect with the ones That MatterStarting at $639
NHT
STAKEHOLDERS
Apex Mountain Resort Nk’Mip Cultural Center DMOs Hillside Winery
CONCLUSION
Values based approach Dynamic packaging elements Increase leisure travel to Coast Penticton Hotel during
winter months Contribute to local economy
Thank YouReferences: Pratt, M. (2009) Marketing to Succeed in Difficult Economic Times.
Retreived from http://hospitality.blognotions.com/2011/08/23/the-perils-of-marketing-on-price/
Kimes, S. (2009) Hotel Revenue Management in an Economic Downturn. Canadian Tourism Commision. Explorer Quotient. Retreived from
http://en-corporate.canada.travel/resources-industry/explorer- quotient http://www.coasthotels.com/rates/reserve http://www.thedreamcafe.ca http://www.spatanquila.com http://www.apexresort.com http://www.hillsidewinery.ca DMO web sites