Marketing Plan

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Table of Contents
Background2
location2
Activity2
Services Offered2
Product/service ideas3
Try before your buy3
Packages3
Activities packages3
Idea generation3

Executive Summary

The main purpose of this report is to analyze new product development and strategy. Some specific objectives are to identify and choose the suitable product for the market and completely develop it. The report recommends a major targeted market, product and pricing strategy, including competitive advantage as well. In addition, it talks about guarantees and ensuring customer satisfaction.

Background

Location

Pinewood is located at 48 Hamilton Road, just outside the noise and chaos of the CBD and in a alpine setting away from the bustle of busy streets and yet only 5 minute stroll to the center of Queenstown.

Activity

• AJ Hackett Bungy

• Nzone Skydiving

• Queenstown Rafting

• Shotover Jet

• Coronet Peak Tandems

Facilities

Reception : All activities and sightseeing reservations can be made at reception. Ask our friendly staff for advice on local attractions. Discount prices may apply.

Internet : Global Gossip Internet facilities including email, web surfing, CD burning, printing, Skype and wireless internet access. Available in Unit N and reception area

BBQ Area and Hangi Pit : Centrally located BBQ and Hangi Pit area - ideal for groups or small gatherings. BBQ’s are also provided outside most units.

Product/service ideas

Try before your buy

This idea is mainly to give people the opportunity to sample what the organization offers in person or bringing a guest for free. This type of new product promotion is perhaps a great to encourage customers to try something new or entice them away from another venue with no rick to them. Although the food will be free, customers will still buy drinks.

Packages

Building a number of services or product is a way of offering value for money and encourages customers to try something that they might not otherwise buy, which encourages guests to eat in the hotel and provide an increased spending on wines and spirits to some certain extent. Generally, any reservation of what customers already made within the hotel is receiving a free product or service. It is widely targeted at all backpackers.

Activities packages

Anniversaries, national and international days and holidays. Think about the community, staff and where customers come from. Are there special dates on the calendar that lend themselves as an excuse to celebrate? One off days is a good way to boost sales. Every one promotes Valentine`s Day, Mother`s Day with special menus, or memorabilia activities and invite locals to join in the celebration such as themed evenings, historical nation banquet and festivals. It is primarily targeted at audience and customer from overseas.

Idea generation

Recently I researched a lot of information in terms of backpackers; I completely found that there is a gap with other competitors. No body provides free food before buying, so there is no risk to customers. Therefore, new product ideas is from analysing competitor`s offering. It is an advantage to compete.

Packages idea is mainly my personal experience from eating combo fast food in KFC, which means that they will receive something free or discount as long as reservations are made by customers compared with competitors what they have nowadays; because a lot of consumers will always want a good deal. They keep buying from you.

Activities package idea comes from my opinion that the distance with each other is far due to the difference in culture and war worldwide. New Zealand has a high number of overseas visitors and staff, they like to celebrate: Independence Day, Chinese New Year, etc. it is an excuse to do something different...
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