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MARKETING & PR
Amber de Freire
Rasa Vella
MARKETING Product Place Price Promotion PR
PRODUCT
Kapawi
Eco-Cultural Lodge
Unique
PLACE Customer to Kapawi
Cost
Convenience
Comfort
PRICE Pricing Strategy
Economy Penetration
PremiumSkimming
Quality
Price
Low
Low
High
High
PRICE Economy
• Low price & low quality (volume in sales)
Skimming• High price & low quality
(industry competitive advantage; first to market)
Penetration• Low price & high quality
(to get name out must raise prices later)
Premium• High Price & High Quality
(uniqueness in product and quality)
PRICE Suggested Retail Price• Price listed on website also the
most expensive price to offer
Type of program3 night / 4 daysFriday to Monday
4 night / 5 daysMonday to Friday
7 night / 8 daysMonday to
MondayFriday to Friday Single
exclusiveUS$ 975 US$ 1,250 US$ 1,970
Single sharing US$ 695 US$ 895 US$ 1,395Double US$ 695 US$ 895 US$ 1,395Triple US$ 595 US$ 760 US$ 1,195
PRICE
Discounts• Volume
• Student
• Agencies
• Promotions
Seasonal Pricing• Low sales times
(January, February, March & September)
PROMOTION Strategy
• Aggressively sell
• Aggressively advertize
www.kapawi.com
PROMOTION Advertizing• Target Market• Demographics
• Media• Print
• Television
• Internet
• Direct marketing
PROMOTION Sales• Limited offer sales
• Referral program
Budget• Industry average
• Fixed % of sales
• Task (setting goals and using promotions to reach them)
PUBLIC RELATIONS Build Image• Cultural Lodge vs. Jungle Lodge
• One of a kind experience
• “A practical way to Save the Rainforest”
Maintain Image
PUBLIC RELATIONS Media/Community Relationships• Newspapers• Magazines• News stations• Radio• CVB/Tourism Board• Schools• NGO’s• Agencies
3rd Party Validity
PUBLIC RELATIONS Prevent ‘bad press’• Created a universal message
• Keep media members happy
Damage Control• Spokesperson
• Get message out first