Transcript Chapter 8
Reaching New Heights . . . Brand & Brand Positioning Chapter VIII Integrating Marketing in the Leisure Industry Branding • a name, term, sign, symbol or design or a combination of these that identifies the maker or seller of a product or service A Brand should suggest: – Benefits and qualities – Be easy to pronounce, recognize and remember – Be distinctive Brand Equity • Value of a brand is based on the extent to which it has high brand loyalty, name awareness, perceive quality Brand Strategies 1. Line extension 2. Brand Extension 3. Multibrands 4. New brands Packaging • Designing and producing the container or wrapper for a product. • Packaging a service? • Group Work: – Come up with 5 examples of how tourism, sport, outdoor or park and recreation services are packaged Uniqueness of Service marketing • Focus attention on both customers and employees • Importance of internal marketing – Effectively train and motivate -Work as a team to provide customer satisfaction Uniqueness of Service marketing • Interactive marketing – Service quality depends heavily on the quality of the buyer-seller interaction during the Uniqueness of Service marketing • Competitive differentiation/hig h service quality (include innovative features) Uniqueness of Service marketing • Increase service productivitytrain or hire new employees to work harder or more skillfully. Positioning Statement Walt Disney World positioned itself as “family entertainment.” Universal Studios Theme Park positioned itself as “thrills and excitement for preteens and adults.” Community Recreation Agencies are using the positioning statement “Parks and recreation…the Benefits are Endless.” Shanty Creek Resort positioned itself as “We overlook nothing, except all of Northern Michigan.” Pohl Cat Golf Club positioned itself with “Stalk the Cat.” (Clancey, 2003) Positioning Statement • Reflects the stance taken by an agency on behalf of the target market. • Identify the value proposition that consumers, employees, shareholders, can expect from an agency. • Determine what competitive edge the agency will establish and be willing to share with others. How to Develop a Positioning Statement? • Use market research to support agency positions. • Make sure all elements of the marketing promotional and communication mix reinforce your positioning. • Make positioning statements as simple and succinct as possible. • Position to individual markets. • Be careful if positioning on price or against a competitor. • Use only one position statement for a target market. • Consider and review a number of alternative positioning. • Don’t expect positioning to occur immediately. Brand Positioning The perception people have of your leisure/recreation agency in relation to other leisure/recreation agencies. Marketing Objectives The marketing objectives represent the culmination of marketing strategy assessment, analysis and decisions made by an agency to pursue a target market with an established measurable way. • Goal is an overall vision for an agency regarding marketing activities. • The objectives highlight what specifically the agency wants to happen. Value of Marketing Objectives • • • • • • • More likely to have and achieve results. Better able to identify the number and type of activities that will be needed to achieve an outcome. Actions are more specifically focused on a particular target market segment. Agencies identify problems with marketing efforts. Agencies prove the value of marketing efforts. Holds individuals and agencies accountable for actions. Can reward individual specific accomplishments. S.M.A.R.T.T Marketing Objectives • Specific • Measurable • Attainable or moderately risky • Reflective of the agency mission • Time frame is included • Target market oriented Demarketing • To reduce consumers’ desires in an agency’s offerings. • Operational marketing tools used in demarketing: - changing offerings - pricing - distribution or promotional messages in an effort to protect recreation resources from overuse