1. MARKETING STRATEGY-
SEGMENTATION,
POSITIONING
& MARKETING MIX.

2.  A plan o f actio n designed to attain the
marketing objective.
 It describes how the org. is going to achieve
the target.
 Provides frame work within which the
management can take decisions on the
marketing matters.
 It must be according to the market
conditions,product position & nature of the
company.

3. 1. Overall Cost-Leadership -to achieve
lowest cost in the industry,facing
competition,image building.
2.Differentiation-adding exclusive values
swimming pools. & fitness
centres.
3.Focus- on concentrated mkg.

5.  Dividing a market into distinct groups of
buyers who might require separate products
and/or marketing mixes is known as market
segmentation.
 each buyer is potentially a separate market.
 The entire market and the buyers are
grouped on the basis of certain common
characteristics such as needs, purchasing
power,locations,buying attitudes etc.

6.  Members of similar needs & wants.
 BMW,
TATA nano,
Johnson & Johnson,
Club med Resorts-separate resorts.

8.  ‘market’ means the collective
actual/potential customers of tourism
destination/service.
 Segmentation is done by identifying the
market for each tourist procuct
Market is segmented generally by Income&
Age.
 Vacation Tourist -seasonal,common
 Business Tourist -conferences,trade faires…
 Common-Interest Tourist- visit,education..

9. Is the process of identifying the most suitable segment
to serve most effectively.
It helps to concentrate all the marketing efforts &
most efficient use of mkg.resources.
----Resorts,travel agency,destination services…etc.

10. Creative exercise of placing the product
in the minds of the customers by
projecting the competitive advantage of
the company.
It is to occupy a meaningful & distinct
competitive position in the target minds
of the target buyer.
USP ( unique selling preposition)& prdct
dfn.

11. Positioning by:
1.Attribute
2.Benefit
3.Use
4.Competitor
5.Quality/price
Kerala has been positioned in the world
tourism market as the “God’s own country”

12. Identifying Possible Competitive
Advantages
Choosing the Right Competitive
Advantages
Communicating and Delivering the
Chosen Position to the target customers.

13. Marketing MixMarketing Mix
• It’s the combination of the marketing variables
which any organization uses at a particular time
in order to achieve the targeted result.
• Introduced by Prof.Neil Bordes -1953.
IN TOURISM----
MM helps the mkg manager to understand
where the mkg action canbe initiated to improve
the acceptability of the tourism product .

15. Creating demand thru:
• Price reduction of the tourist facility
• Providing more services at the same cost.
• Strengthening promotional activities by
branding,positioning etc.
A best suitable combination of the marketing
variables is essential for the successful tourism
marketing.

16. Tourism Marketing Mix.