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Interpreting and Assessing the Mechanisms of an Award-winning Campaign - Essay Example

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Summary
This essay talks that Travelocity determined it was necessary to launch a new advertising campaign designed to give the company a better brand personality and establish brand recognition with profitable target market segments. Travelocity finally established its competitive position in the travel industry…
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Interpreting and Assessing the Mechanisms of an Award-winning Campaign

Download file to see previous pages... As the report declares Travelocity conducted significant market research and competitive analyses to determine how best to differentiate the business. Qualitative and quantitative research was targeted at mass market consumers to determine the level of spontaneous brand recognition that existed among competitive brands. Survey analyses also indicated that many consumers had never even visited the Travelocity website and that many consumers did not believe Travelocity was differentiated positively against competing travel brands. This market research effort was the primary catalyst for problem recognition: The business needed a voice, needed brand recognition, and a strategy to position the brand effectively against competition. This market research effort, a well-invested activity, also identified the most appropriate target market to give the company its first real sense of direction in promotion.
This paper stresses that the proactive market research activities allowed the business to examine competition with a critical and exploratory lens. It identified that the broadest segment of buyers, those who view travel websites and primarily between 24 and 35, were being overlooked by other travel brands. Travelocity realised that lack of competitive emphasis in the 24 to 35-year-old market and their available financial resources could give the business a chance to differentiate and capture this market’s attention. ...
This market research effort was the primary catalyst for problem recognition: The business needed a voice, needed brand recognition, and a strategy to position the brand effectively against competition. This market research effort, a well-invested activity, also identified the most appropriate target market (24-35 year old “novice” travellers) to give the company its first real sense of direction in promotion. 3. Why the 24 to 35-year-old buyer? The proactive market research activities allowed the business to examine competition with a critical and exploratory lens. It identified that the broadest segment of buyers, those who view travel websites and primarily between 24 and 35, were being overlooked by other travel brands (Hall and Nairn 2005). Other markets that consisted of frequent travellers maintained characteristics and attitudes that would have made Travelocity have to invest more capital and human capital into trying to attract and then subsequently retain these buyers, since they were more knowledgeable and discriminating about travel (Hall and Nairn 2005). According to Cui and Choudray (2002), a target market is most desirable when competition is in a weak position to respond to consumer needs and when the demographic maintains adequate resources. Additionally, the market is attractive when the brand has the ability to match a certain segment’s needs and requirements (Cui and Choudray 2002). Travelocity realised that lack of competitive emphasis in the 24 to 35-year-old market and their available financial resources could give the business a chance to differentiate and capture this market’s attention. According to Macrae (2011, p.2), this particular age group faces ...Download file to see next pagesRead More
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