2.2 Go WILD!’S Target Market
Go WILD! Tour operator aims to penetrate the UK market with its products and services, primarily targeting buyers of an ABC1 status, to match the brand reputation image and fulfil a role in providing clear supply and demand.
Social grade is a classification based on occupation (NRS, 2016), although it doesn’t describe consumer motivations, it is merely a simple target group indicator which proves useful in the marketing and segmentation process (See Figure 2)
The characteristics of adventure wildlife tourists all follow similar trends; however it is important for Go WILD! to ensure their target positioning attracts the desired consumer through establishing a set of key attributes before targeting the market. …show more content…
Furthermore, (See Appendix IV) demographics are further broken down into classifying a standardised wildlife adventure tourist as being Male, 45-54, AB social class, situated in the South of England (See Appendix V) and on an income of £40,000+ (Mintel, 2010). Within the study the subject was classified as a ‘Hyperactive’ tourist, showing preferred attributes of high standards of living, luxury and wanting to be good at an activity before trying it on holiday (See Appendix I, II, III). Thus, providing an insight and comparison into what shared values the majority of the target market …show more content…
Therefore, in more recent years, consumers are turning more frequently to social media, to conduct information searches, prior to their purchase decision making (Lempert, 2006; Vollmer & Precourt, 2008) as its deemed a much more trustworthy source of information (Foux, 2006).
This is supported by recent statistics suggesting social network media content reaches out to 80% of the UK population (Mintel, 2016) and of that 49% of users are visiting a brand’s page, whilst 38% are ‘liking’ or ‘recommending’ content on the page. Go WILD! could use this particular media channel, namely Facebook (See Figure 3) to utilise the fact that its popularity has made it one of the top networks for travel brands, regarding ‘holidays’ as one of the most talked about topics on Facebook amongst its consumers sharing videos and images (Mintel, 2016). Although the target market that has been identified, the baby boomers and 50+, grew up without digital technology, most are comfortable with the use of new technological devices (Mintel,
Go WILD! Tour operator aims to penetrate the UK market with its products and services, primarily targeting buyers of an ABC1 status, to match the brand reputation image and fulfil a role in providing clear supply and demand.
Social grade is a classification based on occupation (NRS, 2016), although it doesn’t describe consumer motivations, it is merely a simple target group indicator which proves useful in the marketing and segmentation process (See Figure 2)
The characteristics of adventure wildlife tourists all follow similar trends; however it is important for Go WILD! to ensure their target positioning attracts the desired consumer through establishing a set of key attributes before targeting the market. …show more content…
Furthermore, (See Appendix IV) demographics are further broken down into classifying a standardised wildlife adventure tourist as being Male, 45-54, AB social class, situated in the South of England (See Appendix V) and on an income of £40,000+ (Mintel, 2010). Within the study the subject was classified as a ‘Hyperactive’ tourist, showing preferred attributes of high standards of living, luxury and wanting to be good at an activity before trying it on holiday (See Appendix I, II, III). Thus, providing an insight and comparison into what shared values the majority of the target market …show more content…
Therefore, in more recent years, consumers are turning more frequently to social media, to conduct information searches, prior to their purchase decision making (Lempert, 2006; Vollmer & Precourt, 2008) as its deemed a much more trustworthy source of information (Foux, 2006).
This is supported by recent statistics suggesting social network media content reaches out to 80% of the UK population (Mintel, 2016) and of that 49% of users are visiting a brand’s page, whilst 38% are ‘liking’ or ‘recommending’ content on the page. Go WILD! could use this particular media channel, namely Facebook (See Figure 3) to utilise the fact that its popularity has made it one of the top networks for travel brands, regarding ‘holidays’ as one of the most talked about topics on Facebook amongst its consumers sharing videos and images (Mintel, 2016). Although the target market that has been identified, the baby boomers and 50+, grew up without digital technology, most are comfortable with the use of new technological devices (Mintel,