Marketing strategies being implemented by Contiki Australia Case Study

Marketing strategies being implemented by Contiki Australia - Case Study Example Introduction Contiki Australia is a coach tour organization established in the year 1962. Major aim of the organization is to provide organised fun and adventurous tours targeted for the youth aged between 18 and 35. This part of the essay will determine the image of Contiki. Discussion The organization provides their target customers the value of an adventurous and organized trip enriched with tours, activities and flexible optional excursions. The image the organization portrays to its group of target customers is of an organization that provides young and energetic individual hassle free tours full of adventures and fun. The organization provides diversified services to its customers. Travel is known as high involvement activity. The company website of Contiki provides key information on its travel tips, tours, videos, FAQs, virtual community, newsletters and competitions. The organization reviewed several aspects in order to motivate and attract young travellers. Generation Y is considered as internet generation. Youth members of generation Y have a powerful sense of autonomy and independence. Therefore, the organization effectively implemented online marketing strategy in late 1970s to attract the young individuals. The company website is very popular with its specific niche market as they provide key information about several tour packages and services. The organization is popular among its target audiences. According to the young target audiences, the organization provides unforgettable travel experience. Contiki promises that the organization will help the customers to discover different cultures and meet with new individuals from all over the world. Effective value creation and lead management strategy helped the organization to fulfil the demand of target audiences. According to a survey, the travellers are motivated to experience different things from their home environment. The organization has successfully developed superior value for its target cu stomers. Rigorous understanding of motivation and needs helped the organization to attract young travellers in the highly competitive global marketplace. Major objective of the brand manager of Contiki is to build meaningful and strong bonds between the organizations and its target customers. The executives of the organization used to share several travel stories to captivate and inspire the target customers. These stories avail several common themes, such as fun, adventure and feel good factor. These stories are arbitrated from several travel videos that feature on several social networking sites and company website of Contiki. The organization incites their users to share the gravel experiences. According to the travellers, the organization provides customer oriented products and services to grab significant market share in this competitive global market place. Conclusion Contiki is one of the leading Australia based travel and tour organizations. The organization provides coach t our facilities to the young customers. The organization is very much popular due to several differentiated products and services. Contiki is a significant example of an organization that has developed superior value to the target customers. Question 2 Contiki tour is an Australia based organization that offers holiday and travel packages to several domestic and international customers. Introduction The organization effectively tried to create value for customers through several key marketing strategies and activities. It is true that the organizations need to develop unique strategies in order to sustain in the competitive global market place. This part of the essay will discuss about the marketing activities that have been practiced by Contiki to create value f

Global product Case Study Example | Topics and Well Written Essays - 2000 words

Global product - Case Study Example Theodore Levitt (Philip Kotlar, 2000) postulated that corporations that try to sell standardized or global products across diverse global markets are better able to tap in their core competencies and reduce costs through standardization not only of the product but also of the distribution channels and promotional activities. Such a strategy, that Keegan calls Straight Extension1, indeed works with consumer electronics including house-hold goods like washing machines, TV sets, music systems etc. This straight extension involves introducing exactly the same product in a new market (region or country), using the same promotional and distributional strategy that is being used at home. A product that is capable of being accepted per se, and appeals to customers surpassing geographical or cultural difference, would indeed be a global product. It is argued that due to the proliferation of media, Internet, and other means of communication, consumers throughout the world are now exhibiting a taste for common products and services. As such, a truly global product is possible to nurture and maintain in a variety of different world regions. Microsoft had introduced X-Box 360 to three different regions - North America, Europe and Japan, in November last year. (Planet Xbox 360 News, 2nd Feb 2006) The product is aimed at those between 15 and 35 years of age, having disposable incomes, and interested in technology. Microsoft was able to recognize this segment (that spans over three very different continents) and come up with a standardized product and promotional activity to sell it globally. Similarly, the recent introduction of Apple's iPod Nano (Apple.com, and NonStopMac.com) has displayed the proliferation of a global culture that appears to have the hip, trendy, and financially affluent people as its members. This ultra slim and attractive product has caught the imagination of the people world wide - and even given rise to terms like "nanogasm" (urbandictionary.com) - a word coined to mean the utter excitement caused by just thinking about the sleek and trendy iPod Nano. However, there have been more failure than success stories, about how organizations lost millions when they adopted the Straight Extension approach and tried to barge in on the new markets' sensibilities, disregarding the cultural and social nuances. For example, when Philips introduced its large capacity coffee makers in Japan, it found few takers, though Japanese liked coffee and drank it at home too. (Philip Kotler, 2000). It was soon discovered that as Japanese kitchens are smaller, and the Japanese culture is biased towards zero wastage and preservation of food, Philips coffee makers were not welcomed there. By reducing the size of the product, Philip was finally able to make profits in this market. In India, where there is still problem of regular electricity and water supply in even the bigger cities, IFB's fully-automatic front-loading washing machines are not preferred, even by those who believe it to be superior to other brands and makes available in the local market. As can be seen by the above cases, there are many aspects that can prevent a product from becoming a global entity. It is almost impossible, and at times foolish, to