Download 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