Reaching New Heights . . .Reaching New Heights . . . Reaching New Heights . . .Reaching New Heights . . .

Brand & Brand PositioningBrand & Brand PositioningChapter VIIIChapter VIII

Brand & Brand PositioningBrand & Brand PositioningChapter VIIIChapter VIII

Integrating Marketing in the Leisure IndustryIntegrating Marketing in the Leisure Industry

BrandingBrandingBrandingBranding

• a name, term, sign, symbol or design or a combination of these that identifies the maker or seller of a product or service

A Brand should suggest:– Benefits and qualities– Be easy to pronounce, recognize and remember– Be distinctive– Be easily translated into foreign languages– be capable of registration/legal protection

Brand EquityBrand EquityBrand EquityBrand Equity

• Value of a brand is based on the extent to which it has high brand loyalty, name awareness, perceive quality

Brand StrategiesBrand StrategiesBrand StrategiesBrand Strategies

1. Line extension

2. Brand Extension

3. Multibrands

4. New brands

PackagingPackagingPackagingPackaging

• Designing and producing the container or wrapper for a product.

• Packaging a service?

• Group Work:– Come up with 5 examples of how tourism,

sport, outdoor or park and recreation services are packaged

Uniqueness of Service Uniqueness of Service marketingmarketingUniqueness of Service Uniqueness of Service marketingmarketing

• Focus attention on both customers and employees

• Importance of internal marketing

– Effectively train and motivate -Work as a team to provide customer satisfaction

Uniqueness of Service Uniqueness of Service marketingmarketingUniqueness of Service Uniqueness of Service marketingmarketing• Interactive

marketing– Service quality

depends heavily on the quality of the buyer-seller interaction during the service encounter

Uniqueness of Service Uniqueness of Service marketingmarketingUniqueness of Service Uniqueness of Service marketingmarketing• Competitive

differentiation/high service quality (include innovative features)

Uniqueness of Service Uniqueness of Service marketingmarketingUniqueness of Service Uniqueness of Service marketingmarketing

• Increase service productivity-train or hire new employees to work harder or more skillfully.

Positioning StatementPositioning StatementPositioning StatementPositioning Statement Walt Disney World positioned itself as “family

entertainment.”

Universal Studios Theme Park positioned itself as “thrills and excitement for preteens and adults.”

Community Recreation Agencies are using the positioning statement “Parks and recreation…the Benefits are Endless.”

Shanty Creek Resort positioned itself as “We overlook nothing, except all of Northern Michigan.”

Pohl Cat Golf Club positioned itself with “Stalk the Cat.”(Clancey, 2003)

• Reflects the stance taken by an agency on behalf of the target market.

• Identify the value proposition that consumers, employees, shareholders, can expect from an agency.

• Determine what competitive edge the agency will establish and be willing to share with others.

Positioning StatementPositioning StatementPositioning StatementPositioning Statement

How to Develop a Positioning How to Develop a Positioning Statement?Statement?

How to Develop a Positioning How to Develop a Positioning Statement?Statement?

• Use market research to support agency positions.• Make sure all elements of the marketing promotional

and communication mix reinforce your positioning.• Make positioning statements as simple and succinct

as possible.• Position to individual markets.• Be careful if positioning on price or against a

competitor.• Use only one position statement for a target market.• Consider and review a number of alternative

positioning.• Don’t expect positioning to occur immediately.

Brand PositioningBrand PositioningBrand PositioningBrand Positioning

The perception people have of your leisure/recreation agency in relation to other leisure/recreation

agencies.

Marketing ObjectivesMarketing ObjectivesMarketing ObjectivesMarketing Objectives

The marketing objectives represent the culmination of marketing strategy assessment, analysis and decisions made by an agency to pursue a target

market with an established measurable way.

• Goal is an overall vision for an agency regarding marketing activities.

• The objectives highlight what specifically the agency wants to happen.

Value of Marketing ObjectivesValue of Marketing ObjectivesValue of Marketing ObjectivesValue of Marketing Objectives

• More likely to have and achieve results.• Better able to identify the number and type of

activities that will be needed to achieve an outcome.• Actions are more specifically focused on a particular

target market segment.• Agencies identify problems with marketing efforts.• Agencies prove the value of marketing efforts.• Holds individuals and agencies accountable for

actions.• Can reward individual specific accomplishments.

S.M.A.R.T.T Marketing ObjectivesS.M.A.R.T.T Marketing ObjectivesS.M.A.R.T.T Marketing ObjectivesS.M.A.R.T.T Marketing Objectives• Specific

• Measurable

• Attainable or moderately risky

• Reflective of the agency mission

• Time frame is included

• Target market oriented

• To reduce consumers’ desires in an agency’s offerings.

• Operational marketing tools used in demarketing:

- changing offerings

- pricing

- distribution or promotional messages in an effort to protect recreation resources

from overuse

DemarketingDemarketingDemarketingDemarketing