Trans Global Holidays Niche Product - Yoga and Facial Yoga Excursions - Essay Example

Trans Global Holidays Niche Product: Yoga and Facial Yoga Excursions Introduction Because contemporary lifestyles tend to create situations in which personal relaxation is a commodity in which consumers do not maintain enough time to indulge, Trans Global Holidays has recently launched an aggressive marketing campaign designed to capture the attention of consumers who will be willing and able to frequent Trans Global’s Yoga Excursions tour. This tour is a four-day, all-inclusive spa and yoga treatment, specialising in facial yoga and extended sessions of contortionist exercises. However, in order to launch this campaign successfully, it is crucial to understand the market demographics and industry comparisons for similar niche product offerings to determine the best strategy for long-term tourist revenues expectations. Product concept Yoga Excursions focuses on health and well-being for its diverse clientelle. Green (2008) suggests that yoga exercises improve focus and mental attention, creating the catalyst for improved moods and concentration. In a world where consumer activities create stressful life situations, Trans Global believes that Yoga Excursions maintains the ability to capture the attention of the wealthier consumer demographic and the upscale business-oriented consumer audience. The tour begins with a full day at the Yoga Excursions spa for body waxing, massage or any other variety of personal grooming and care required by the tourist. This period of the company tour is designed to facilitate the initial sensations of freedom and personal indulgence, an emotional sensation triggered by the upscale salon and social environment provided by Trans Global. The yoga sessions are aggressive, led by a senior professional in the field of yoga and contortionist training, designed to act as a positive motivator and facilitate interpersonal relationships with the tour’s attendees. Facial yoga, according to Stinchfield (2007) involves the manipulation of facial muscles, utilising various facial-toning techniques to develop perceptions of personal youth and beauty. According to Boone & Kurtz (2006), more and more middle-aged women are turning toward non-surgical beauty enhancements as a means to avoid long-term surgical complications, thus Trans Global believes that facial yoga maintains a rather new-age alternative to recapturing youth and beauty. The entire tour ends with a final group dinner in which the clients are allowed to share their unique yoga experiences and receive their appropriate Trans Global awards for excellence in yoga and creative facial yoga exercises. This dinner is catered by the region’s top chefs and each tour’s ending dinner is hosted by a famous celebrity; booked and hired exclusively for each package to make each tour a unique tourist experience. Yoga Excursions believes that maintaining different celebrity speakers and facilitators will draw celebrity-minded individuals as part of our marketing package. Customer profile The Yoga Journal (2007) offers the most appropriate consumer market segments interested in yoga as a lifestyle exercise and tourist option of choice. Of all yoga practitioners, nearly 73 percent are women, largely between the ages of 35 and 54, a market that is generally secure in terms of maintaining an adequate cash position for routine tourist vacation purchases. In addition, most yoga customers are well education, with 72 percent holding a four-year degree and another 27 percent holding post-graduate degrees. Nearly half of all yoga practitioners sustain a total household income of $75,000 or more (Yoga Journal, 2007). Additionally, the majority of those who enjoy yoga have practiced it for less than two years, suggesting that yoga may be a temporary consumer priority regarding personal fitness and exercise. This could pose a challenge in creating a long-term consumer loyalty toward Yoga Excursions. Trans Global realizes that the potential consumer profile for yoga activities is abundantly advantageous to our firm as our intended niche customers maintain the tangible ability to purchase high-dollar tourist packages. This will allow the company to provide exclusive offerings, along with a higher price tag, offering perceptions of exclusivity and quality to all of our visiting patrons. This will set us apart from competition by creating a consumer sensation of personal indulgence and a quality spa/exercise facility which delivers on its promises for relaxation and personal renewal. Competitor analysis Yoga Excursions maintains virtually no competition in this particular niche market at least not from the perspective of how Trans Global incorporates yoga into an entire four-day spa package. Most competitors in this marketplace only offer yoga as one of many exercise activities in a broader tourist programme, however Yoga Excursions vacations are built around yoga and utilising the exercise programme to regain personal beauty and youth. One competitive entity is Lululemon Athletica, a firm in Canada which sells clothing geared toward yoga, which maintains a rather fanatical client base (The Economist, 2007). Though this is a retail facility and not a tourist package, the firm also sells yoga equipment, offering consumers the option to bring their favourite yoga pastime into their own homes, potentially eroding Trans Global’s long-term tourist revenues. To avoid this, Trans Global will be partnering with Lululemon Athletica to be the sole provider of yoga garments and exercise equipment for the new tour package, thus allowing Trans Global to utilise the company’s name in the majority of its marketing literature to illustrate our firm commitment to yoga and maintaining modernistic appeal regarding yoga as a tourist lifestyle brand. Lululemon further hires yoga instructors, giving them the label of ambassador, as a means of positioning their yoga-related products as a sophisticated lifestyle product. Yoga Excursions will draw on Lululemon’s successes in this complicated industry through the creation of tourist yoga ambassadors who will offer one-on-one advice and consultation to our clients to provide a more personalised spa and exercise experience. Conclusion Yoga Excursions is a relatively unique, niche tourist package designed to cater to the wealthy consumer demographic who is lured to unique, non-surgical youth and beauty programmes. With an appropriate marketing communications campaign, possibilities are endless for Trans Global in building a quality tourist brand sustainable in the new-age fitness marketplace. Bibliography Boone, L. & Kurtz, D. (2006). Contemporary Marketing. 12th ed. United Kingdom, Thomson South-Western. Green, Michael. (2008). ‘Yoga Helps Me Focus’. Fortune Small Business. New York. 18(2): 57. Stinchfield, Kate. (2007). ‘Facial Yoga’. Time Magazine. 3 Dec 2007. 170(23): 93. The Economist. (2007). ‘Business: Well positioned; The business of yoga’. 15 Dec 2007. 385(8559): 77. Yoga Journal. (2007). ‘Yoga Journal Releases 2008 Yoga in America Market Study: Practitioner spending grows to nearly $6 billion a year’. Retrieved 29 Feb 2008 from http://www.yogajournal.com/advertise/press_releases/10. Read More