Marketing Strategy : A Brand Strategy

You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.

A brand is a powerful tool, especially in the hotel industry where services are intangible. Many hotels of the 21st century have made branding one of their top most priority with the realisation that hotel branding helps to set them apart from their competitors and create a firm customer base. Branding creates brand recognition, brand preference, increase customer satisfaction and most importantly, customer loyalty.

Before the days of the Internet, if a family wanted to travel to a far-off, exotic locale, they would have to either find a local travel agent or call a travel agency and plan their getaway. In the 1990’s, the Internet became a staple of everyday life and began entering many homes. As the availability of the Internet increased, so did the services available to clients. With the increasing availability of the World Wide Web the travel industry found itself faced with revolutionizing changes. All of the tools that were once solely available to travel agents now became readily available to anyone with access to the Internet and a search engine. Websites quickly formed around the idea of providing consumers with quick vacation planning ideas at low costs. Getting

COMMUNICATE with our customer base through print magazine advertising, postcard mailings and via our website.

For example T.V, the net, text messages and emails have all provided new and effective ways of marketing internationally and at a cheap price. This means that communication possibilities and user interaction between promotional campaigns is much easier.

A brand is utilized by a company to differentiate its products from others in the market. Some techniques for accomplishing this are through the use of distinguishing

Branding is about establishing an image of how you would like to be seen and thought of by others. In business, for instance, those people are usually consumers. In other words, companies want clients to think of them in a positive light so they purchase their products.

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

Instead of putting the company in competition with many interesting homegrown locations created by the Second Life members, STA Travel could promote destinations through the travel guide and increase customer satisfaction by using a customized approach to fulfill each individual’s needs. This would also help increase user-friendliness and help alleviate one of the weaknesses many players perceived with Second Life--lack of a useful guide to navigate the site. In addition, the travel agent avatar would be perceptive to each geographical region, and recognize unique localities for countries around the globe. However, STA would still run the risk of failure in markets outside of the United States, due to the lack of synergy in the different markets. Although Second Life may be extremely appealing to customers in the North American market, STA Travel could not be assured that this marketing campaign would be successful on the global scale.

What is the product offered by the Daytona International Speedway and the Daytona 500? How does the Daytona 500 create and deliver customer satisfaction through the five types of utility?

“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

How ? ü  Built systems for external use by travel agents to search and book flights for customers ü  Established direct-to-consumer sales portals via the Internet. ü  The adoption of e-tickets Airlines' direct Web sites provided a number of services : —  The ability to purchase flights, which made them attractive destinations for travelers performing their own Web searches. —  These Web sites housed full flight schedules for the airline, real-time information on flight arrival/departure times, fleet information, and customer loyalty programs.

There are many recommendations that it has to consider for the next three years. For instance, it has to reduce its cost to the customers. This will facilitate in ensuring satisfaction of customers as a result of affordable prices. Second it should establish other travel branches in different parts of the world the organization may use $3000 for the expansion. This will facilitate in attraction of a large market share which will result to increased profit. The organization should also ensure that it advertise all its services through various media services that will meet many customers with an aim of convincing them to prefer their services as compared to those if other organizations.

The buyers of the services of travel agencies are consumers, that is, individuals and businesses. For this industry we are dealing with a small degree of concentration, due to the wide range of services.

In general terms, marketing is all related to the places of buying and selling of goods and services to satisfy customers’ needs. Nowadays marketing is the most important issues for success of every business marketing is the activity, set of institution, and process for creating, communicating, delivering, and