1. MARKET
SEGMENTATION
TARGETING
POSITIONING
JAMBOREE CREEK, GOA

2. GREEN . YOGIC . ORGANIC . JAMBOREE
 Jamboree Creek is an eco
friendly resort located in North
Goa.
 Going “Green” – Afforestation
project – use of permaculture
 Yoga camps and workshops –
Capoeira, Tai Chi, Acro Yoga
 Kitchen garden – home grown
lemongrass, fresh fruits &
vegetables

3.  Tourists are interested in natural
places and experiences for the
benefits of enjoyment and
learning, physical activity and
adventure (Beaumont, 2011)
 Multiple segmentation bases –
Psychographic & Behavioral
Segmentation
 Personality, lifestyle, benefits
sought, loyalty status
SEGMENTATION
Dibb, S. (1999)

4. Sathish & Kumbharjuvenkar (2012)
Reasons for Tourists Visit to Goa
 Majority reason people travel to
Goa is for holiday and relaxation.
 The market segment Jamboree
Creek is targeting, is substantial
enough to serve as markets.
 Actioning modifications to the
offerings provided to the market
segment
Effective Segmentation

5. The Ecotourism Spectrum

6. TARGETING
 CONCENTRATED MARKETING
 Tourist Arrivals – 4,284,721 (30%)
2015
 Limited resources (including limited
inventory of 11 huts)
 Niche tourism
 Large share of small market

7. Framework of Segment Attractiveness Criteria
MARKET
FACTORS
SEGMENT
GROWTH
RATE
SEASONALITY
&
CYCLICALITY
OF DEMAND
ECONOMIC &
TECHNOLOGICAL
FACTORS
LEVEL OF
TECHNOLOGY
UTILIZATION
INVESTMENT
REQUIRED
COMPETITIVE
FACTORS
COMPETITIVE
INTENSITY
QUALITY OF
COMPETITION
ENVIRONMENTAL
FACTORS
SOCIAL
ACCEPTABLITY &
PHYSICAL
ENVIRONMENT
IMPACT
Dibb, S. (1999)

8. TARGETING MARKET SEGMENTS
 Niche segment - targeting
independent travelers, eco-tourists,
wellness and spiritually inclined
tourists.
 Jamboree Creek cannot afford to
target too many segments as it is in a
nascent stage.
 For example, large families would
attract more revenue but this
segment does not mesh with the
company’s objectives.

9. NEEDS VS WANTS

10. POSITIONING
VAAYU

11. POSITIONING STRATEGY
 PRODUCT DIFFERENTIATION
 Physical Attributes: Jamboree Creek offers the consumer with eco-friendly
accommodation consisting of bamboo huts, open air rain showers, colorful interiors,
access to a private beach, yoga studio, etc
 Location: The resort has access to a private beach and hence offers a lot of privacy to
its guests.
 COMPETITIVE ADVANTAGE
 Jamboree Creek’s USP is that they grow their own herbs and most of the fruits and
vegetables for consumption on property. All produce is grown organically.
 Differences are Distinctive and Preemptive.
 No competitor grows it produce organically on the property itself.
 All competition hotels are located on the beach which do not offer privacy.

12. S.W.O.T. ANALYSIS OF JAMBOREE CREEK
STRENGTH
• Home grown organic food products
• Privacy
WEAKNESS
• Limited Inventory
• Seasonality
OPPORTUNITY
• Expansion
• Increasing activities to attract more segments
THREAT
• Boutique hotel with similar product & services
• Concept can be copied easily

13. REFERENCES
 Dibb, S. (1999). Criteria guiding segmentation implementation: reviewing the
evidence. Journal Of Strategic Marketing, 7(2), 107-129.
 Beaumont, N. (2011). The third criterion of ecotourism: are ecotourists more
concerned about sustainability than other tourists? Journal of Ecotourism, 10
(2),135-148.
 Weaver, D.B., and Lawton, L.J. (2002). Overnight ecotourist market
segmentation in the Gold Coast Hinterland of Australia. Journal of Travel
Research, 40 (3), 270-280.
 http://www.goatourism.gov.in/statistics/225
 Dey, B., & Sarma, M. K. (2006). Tourist typologies and Segmentation Variables
with Regard to Ecotourists. Tourism Management, 8, 31-39.

14. THANK YOU
SABYASACHI CHAKRABORTY
NANDITA AGGARWAL
MANSI MEHTA
YONGKE LI