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Marketing strategies being implemented by Contiki Australia - Case Study Example

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The case study discussed about the marketing strategies that have been implemented by Contiki Australia in order to offer superior value to the target customers. This answer will determine the images that are portrayed by Contiki to the target audiences. …
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Marketing strategies being implemented by Contiki Australia

Download file to see previous pages... Introduction Contiki Australia is a coach tour organization established in the year 1962. Major aim of the organization is to provide organised fun and adventurous tours targeted for the youth aged between 18 and 35. This part of the essay will determine the image of Contiki. Discussion The organization provides their target customers the value of an adventurous and organized trip enriched with tours, activities and flexible optional excursions. The image the organization portrays to its group of target customers is of an organization that provides young and energetic individual hassle free tours full of adventures and fun. The organization provides diversified services to its customers. Travel is known as high involvement activity. The company website of Contiki provides key information on its travel tips, tours, videos, FAQs, virtual community, newsletters and competitions. The organization reviewed several aspects in order to motivate and attract young travellers. Generation Y is considered as internet generation. Youth members of generation Y have a powerful sense of autonomy and independence. Therefore, the organization effectively implemented online marketing strategy in late 1970s to attract the young individuals. The company website is very popular with its specific niche market as they provide key information about several tour packages and services. The organization is popular among its target audiences. According to the young target audiences, the organization provides unforgettable travel experience. Contiki promises that the organization will help the customers to discover different cultures and meet with new individuals from all over the world. Effective value creation and lead management strategy helped the organization to fulfil the demand of target audiences. According to a survey, the travellers are motivated to experience different things from their home environment. The organization has successfully developed superior value for its target customers. Rigorous understanding of motivation and needs helped the organization to attract young travellers in the highly competitive global marketplace. Major objective of the brand manager of Contiki is to build meaningful and strong bonds between the organizations and its target customers. The executives of the organization used to share several travel stories to captivate and inspire the target customers. These stories avail several common themes, such as fun, adventure and feel good factor. These stories are arbitrated from several travel videos that feature on several social networking sites and company website of Contiki. The organization incites their users to share the gravel experiences. According to the travellers, the organization provides customer oriented products and services to grab significant market share in this competitive global market place. Conclusion Contiki is one of the leading Australia based travel and tour organizations. The organization provides coach tour facilities to the young customers. The organization is very much popular due to several differentiated products and services. Contiki is a significant example of an organization that has developed superior value to the target customers. Question 2 Contiki tour is an Australia based organization that offers holiday and travel packages to several domestic and international customers. Introduction The organization effectively tried to create value for customers through several key marketing strategies and activities. It is true that the organizations need to develop unique strategies in order to sustain in the competitive global market place. This part of the essay will discuss about the marketing activities that have been practiced by Contiki to create value f ...Download file to see next pagesRead More
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