2 ROLE OF MARKET SEGMENTATION WITHIN INNOVATIVE LEISURE
2.1 Concept of Market Segmentation and Its Purpose in Relation to Marketing
Market segmentation allows marketers to divide consumers and the market into segments. This is a key tool to any marketer as it creates groups that are manageable and easy to target based on shared characteristics and requirements. Segmented customer data within Innovative Leisure is essential as the wide product range means some products may not suit different sectors within the attractions industry. The use of market segmentation will allow Innovative Leisure to focus our limited resources more effectively and produce communications that are more relevant.
2.2 A Key Market Segment Innovative Leisure Should …show more content…
Growing from £2.46bn to £2.67bn in 2017. (Salisbury, 2017)
Actionable
Recent project with household name brand, Center Parcs, has generated quite a lot of interest in many sectors. For holiday parks and resorts they are the bench mark brand.
2.3 A Current Marketing Mix for the UK Holiday Park Segment
Proposition –To proposition is to create a value for the customer so they know what results they may expect if they purchase products from the company. It’s essential the company are able to reinforce the positioning and recommend the right product for the sector. Identifying what outcomes current customers experienced with the company’s products will support the marketing mix. This can be achieved with statistics, testimonials and in-depth case studies. (Barnes, Blake and Howard, 2017)
The addition of positioning and proposition reflect the needs and wants of the customer segment by differentiating and adding value to the brand with the sector in mind and personalising the marketing mix to suit their industry.
Product
For this specific segment the following product range will be offered:
• Sky Tykes – junior ropes course for ages 2-7
• Sky Trail Discovery – smallest/introductory range of the high ropes …show more content…
The FBI show runs in conjunction with the Holiday Park & Resort Innovation Show (HPR). While they are the same show, the events are run in two separate halls. This runs the risk of HPR attendees not attending the FBI counterpart as it isn’t relevant to their sector. It would be advantageous to attend both shows biannually, alternating between each show yearly. This will allow the company to showcase relevant products to each sector, make first contact with potential customers, build rapport and have a presence yearly at the show
2.1 Concept of Market Segmentation and Its Purpose in Relation to Marketing
Market segmentation allows marketers to divide consumers and the market into segments. This is a key tool to any marketer as it creates groups that are manageable and easy to target based on shared characteristics and requirements. Segmented customer data within Innovative Leisure is essential as the wide product range means some products may not suit different sectors within the attractions industry. The use of market segmentation will allow Innovative Leisure to focus our limited resources more effectively and produce communications that are more relevant.
2.2 A Key Market Segment Innovative Leisure Should …show more content…
Growing from £2.46bn to £2.67bn in 2017. (Salisbury, 2017)
Actionable
Recent project with household name brand, Center Parcs, has generated quite a lot of interest in many sectors. For holiday parks and resorts they are the bench mark brand.
2.3 A Current Marketing Mix for the UK Holiday Park Segment
Proposition –To proposition is to create a value for the customer so they know what results they may expect if they purchase products from the company. It’s essential the company are able to reinforce the positioning and recommend the right product for the sector. Identifying what outcomes current customers experienced with the company’s products will support the marketing mix. This can be achieved with statistics, testimonials and in-depth case studies. (Barnes, Blake and Howard, 2017)
The addition of positioning and proposition reflect the needs and wants of the customer segment by differentiating and adding value to the brand with the sector in mind and personalising the marketing mix to suit their industry.
Product
For this specific segment the following product range will be offered:
• Sky Tykes – junior ropes course for ages 2-7
• Sky Trail Discovery – smallest/introductory range of the high ropes …show more content…
The FBI show runs in conjunction with the Holiday Park & Resort Innovation Show (HPR). While they are the same show, the events are run in two separate halls. This runs the risk of HPR attendees not attending the FBI counterpart as it isn’t relevant to their sector. It would be advantageous to attend both shows biannually, alternating between each show yearly. This will allow the company to showcase relevant products to each sector, make first contact with potential customers, build rapport and have a presence yearly at the show