Sandals Marketing Mix

931 Words Jun 12th, 2014 4 Pages
Sandal Resorts International: Marketing Mix
Darryl Dunham
Kaplan University
MT219: Marketing
Dr. Kimberly Millier

The purpose of this report is to analyze the four components of the marketing mix of the Sandals Resorts International brand. The Sandals brand’s product, pricing, placement and promotion marketing strategy will be discussed as well as whether they are doing a good, fair or poor job in these components.
Sandals Resorts International is a collection of luxury all-inclusive vacation resorts located in the Caribbean. Sandals Resorts International includes four different options for the type of resorts including the original Sandals Resorts, Beaches, Fowl Cay Resorts, and Grand Pineapple Beach Resorts. These all offer
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Sandals does so many different things to extinguish themselves, such as providing everything from butler service to gourmet dinners. Sandals is definitely in the growth stage because they are still seeing profit increases and are continually adding new product features. Whether it’s the Beaches Resorts teaming up with Sesame Street or the Sandals Resorts teaming up with Beringer’s Vineyards they are constantly looking for marketing partners and advantages.
The features and advantages are what really distinguish the Sandals’ brand in a class of its own. Everything you could want is offered at the Sandal’s Resorts experience from unlimited top shelf drinks at no extra cost to live entertainment. Having everything included at this luxury all inclusive resort takes the worry out and puts the enjoyment in.
Pricing
Looking at Sandals Resorts Pricing they use value-added pricing which is “attaching value-added features and services to differentiate a company’s offers and charging higher prices” [ (Armstrong & Kotler, 2010) ]. With all the extras they offer at their resorts they use the values added pricing to justify their higher pricing. Sandals Resorts actually uses quite a few pricing strategies including product bundling and optional product pricing along with promotional pricing.

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