Travelworth's Adventurous Young Adult Brands Skibright and Sunsport: Marketing Mix
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I. SMART Communications Adventurous Young Adult Segment
Travelworth's Adventurous Young Adult segment is similar to the ClubMed segment, with perhaps slightly less discretionary funds at the ready. SkiBright and SunSport customers may go on one major holiday excursion each year, which is one of the reasons they seem to prefer an exceptionally distinct context and action-filled time. The current economy has apparently impacted a substantive number of members of Travelworth's target market. That said, repeat bookings come in at a rate of about 53 percent. Customers tend to rate SkiBright as very satisfactory; no corollary information is available for SunSport this season. The level of brand awareness for SkiBright is relatively low at just 36 percent, as reported by an omnibus (syndicated) survey.
Goal #1 Increase the SkiBright brand awareness score by 30 percent for 2013 season. The rationale for this awareness communication goal is based in part on the availability of data from the syndicated survey, and in part on the high level of comprehension of the brand offerings conveyed by customers. The SkiBright brand concept appears to be easily communicated to consumers and they appear to hold solid conviction that they will receive a unique experience in their favorite sport. Thus, it is reasonable to anticipate increased consumer action as the levels of brand awareness rise.
Goal #2 Increase conviction scores of SunSport by 25 percent for the 2013 season. The