Market Segments and Strategies for Clavas Hooks to Be Successful - Case Study Example

 Topic: Camper Brand Audit Introduction The key objectives of Clavas Hooks are to be the leading supplier of camping items in the region. We are also aimed at increasing on the revenue through market expansion to other regions outside the country. We are determined that our customers we will be aware of our newly introduced products to the market and promote our company by increasing on sale thus reducing the marketing challenges that are usually faced when entering into a new market (Bahadir, 2007). We will create awareness through online advertisements. There will be three brands namely; economy which targets the lower class and consist of basic needs, standard package which consist of economy package and a few other equipments added to it. This is will be a bit expensive. Finally will be targeting the rich and comprise of economy and standard also with a few other equipments (Pettit.S., 2006). This is more expensive of all the three. Throughout this project, we will be illustrating on the different market segments and strategies that that this project may demand from us for it to be successful (David Bowie, 2012). With the modern days, people have opted for temporary shelters in order to save time during its erection. BRAND INVENTORY DESCRIPTION OF BRAND ELEMENTS The issue of tents therefore has raised concern in the modern days. In the past, people used poles and polythene in making tents during ceremonies. The government has passed laws governing the environment (Helen Meek, 2012). This therefore has turned out to be an opportunity that needs to be utilized. Name and logo Instead of paying for huge rent for Clavas hooks have introduced rent a tent for anyone willing and interested for the service (David Bowie, 2012). The logo has been designed to suit its business objectives. The blue tent logo will always be used with RENT-A-TENT printed below. The font used is Rockwell extra bold. Slogan Clavas Hooks’ slogan is “You Need it You’ve Got It”. This came up due to the fact that people have been looking for entrepreneurs who are offering the service of renting tents (Pettit.S., 2006). Clavas managed to come in the middle of no where to meet the needs of its constituents. Character Our core character will be honesty, timeliness and trust worth. Jingles The jingles used will be playback jingles. Marketing mix Channels All campaigns and advertisements will lead our customers to our website clavas.com. Also the booking will be made through the website where prices are also included for all the packages (William M. Pride, 2011). The customer will proceed by making payment through secure RBS Wordplay service, delivery details will be entered with the time at which the customer entered into the site. Refundable deposit is required though returned after the period has elapsed. An agreement is reached with the customer and the items are delivered to the agreed point. The customer will sign an inventory at the time of arrival for the items (Micael Dahlen, 2012). Collection time is also agreed upon. In case of an emergency, the customer will use service telephone numbers indicated although they will be encouraged to use the website. Product The service of renting-a- tent is aimed at ensuring that customers get the best camping experience. Its product package comprise of three standardized packages which available in 8 berths, 6 berth and 4 berth package. Economy; cutlery, cooking utensils, saucepans, tents, pillows, sleeping bags, torch and stove Standard: chairs and tables, windbreaker, lamp, blowup mattresses in addition to economy. Luxury: parasol, table top patio heater, electric appliances, BBQ, inclusive of standard. Customers can purchase crates of locally packaged picnics or sourced organic foods where deliveries are made to them in campsites (Fortenberry, 2009). They can also add outdoor games such as pick-up sticks and swing ball through drop down on indicated in the website. Marketing communication Clavas Hooks will come up with online advertisements as follows; Clavas Hooks will be advertised through a link or advertisement banners on camping sites which include uscapsites.com, swedencampingsites.com, welcomecampingsites.com and enjoycamping.com. Additionally individual websites such as peartreepark.co.uk and wildfields.co.uk can be used as advertising platform. All the campsites that has advertised Clavas Hooks will feature Rent –a- Tent on the identifying a campsite page of the Clavas Hooks website. The website will be registered with the local directories (ESOMAR, 2009), lifestyle sites and search engines. Announcements will be made through regular twitting and face book updates. Marketing list will be extracted from the email of our members who have once used our services in one way or another (Thomas V. Bonoma, 2008). There are also who have shown concern in our products and have sent their interest to our company’s email will also assist in making advertisements. Online forums and camping groups such as Google Adwords and Ebay will be useful to us. The website will comprise of testimonials and FAQs page. Other links which may be useful to us include local weather and traffic news. Issuing leaflets and word of mouth will also be employed as methods of wooing more tourists into renting our products. Price Economy package will demand for $10 a night. The minimum booking nights will be two. The standard and luxury will increase basing on the number of additional items ordered by the customer. For a customer who comes for a second time, they will receive a 6% discount. In order for them to claim their deposits, members’ site will be developed and encouraged to sign up. As a matter of fact customer loyalty will be build and also act as a platform for advertising. Brand positioning Target market description The target market for tent renting business that targets consumers such as campers, students, families without enough space in their cars can carry their belongings to the campsites, seasonal campers and festival goers (Pettit.S., 2006). Our aim is to focus on the increase in staycationers’ because of lower disposable income. Clavas Hooks is situated on the north coast of USA and incorporates numerous seaside resorts thus attracting holiday makers throughout the region. Clavas Hooks therefore came into existence in business for renting tents since there are up to 500 campsites in the region. Additionally, hundreds of thousands of campers are invited to the area to enjoy their festivals such as End of the Path Festival and Pambazuka prestige festivals. During the holidays, children are taken by their parents to the camps so as to socialize and make more friends. On schooling days, teachers sent clubs to camping sites to be taught various lessons (Mark S. Glynn, 2009). These are best times to over the facilities to the groups. Nature of competition The good knowledge that our personnel has on the market has emerged as one of our unique selling point in the local market and the camping market (John Raymond Brent Ritchie, 2006). Despite the fact that champing has been considered a traditional holiday, the issue of easy camping experience will be enjoyed by many. In the entire region, there are no other camping companies which come out and offer the same services as we do in terms of trust, honesty and timeliness to making deliveries. Being the first ones in the market has given us a better chance of gaining strongholds in the market. With the growth of colleges in the region will promote the growth of the camping in the region thus increasing he profitability of the company. Points of parity Clavas Hooks has its strong points which makes it stronger than its competitor. First, they are situated in an exclusive place which can serve all its customers from a central point. Points of difference We are different from our competitors as we serve our customers in a special way. In addition, Clavas Hooks operates in a different way from its competitors. The kind of packaging that we have done in our company is quite unique as compared to its competitors. Brand mantra BRAND EXPLORATORY Brand identity Rent a tent is a business which has specialized in renting out tents to its customers. It offers all the requirements to its customers ranging that will enable them enjoy their camping. Brand salience BRAND MEANING Brand performance The brand is expected to record a fair performance since its start-up. We expect a 20% increase annually for the first five years and drop later as other competitors will have acquired their strengths. Brand imagery In our own perception, we expect our brands to gain popularity as soon as it is introduced into the market. This is because of the fact the there are few competitors currently in the market. In addition, we hope to deliver best services in the town (Pettit, 2006). Brand feelings BRAND RELATIONSHIP Brand resonance The Clavas Hooks will group its brands into three as earlier stated. Namely; economy which comprise of economy, standard and luxury; luxury include economy and standard brands. Our customers can demand for economy which comprise of basic needs that one ought to posses (Micael, 2012). Standard on the other hand comprise of basic needs inclusive of a few wants for our customers. It is therefore clear that all our three brands have some relationships (ESOMAR, 2009). BRAND SALIENCE This is the degree in which our product is thought about or noticed by our customers in the market when they are buying situation. When a product has high brand salience, it is more likely to be thought to be of high quality. This therefore explains why some products have high salience than others. If no one thinks of your products during purchase process, your products are going to be downgraded to the dustbin of unnoticeable and small brands. Brand salience is not the same as the things that we are aware in our minds. Top of the mind awareness is mostly the brands that are always appearing in our minds when we are asked to recall a brand within a specified category. Brand salience is different because it is the kind of brands that come into consumers mind when they are in purchasing situation (Division, 2005). Drives of brand salience Several researches have been done concerning brand salience and it has been found to be surprising and counter-intuitive for most of the marketers. It is the function of quantity and quality of memory structures of the consumers. It is the thought that comes before any inconsiderable though that the customer may have before purchasing any product. Quantity of memory structures is one of the drivers of brand salience. During the purchase process, most consumers are driven by mental cues that activate their thinking around making a consideration on some sets of a brand (Bowie, 2012). The quality of the memory structure is sharply argued as one of the drivers of the brand salience. For instance when many of our customers views the price tags on our products and services, the brand salience is thus strong and the linkage is likely to be strong. SWOT ANALYSIS Strengths It has skilled personnel who understand the needs of its local customers. It became the first in the market to undertake the business thus acquiring a competitive advantage over its rivals. The surrounding institutions have posed strength to Clavas Hooks, since it is within their reach. Weaknesses The purchase of all the items needed to make customers enjoy their camping may be a nightmare to the company. In order to benefit from the economies of scale, Clavas Hooks will make its purchases in Bulk. Products are offered seasonally, as a result, there will only be short peak season which may pose the issue of opportunity cost. Opportunities After the business has gained strongholds, it will still have more chances of expanding its markets to other markets which has not yet been explored. Since they are the first ones, Clavas Hooks will still benefit from high revenues for a single unit of product offered. Threats The rent a tent business will attain good revenue in the short run; this is therefore a serious threat since other competitors may come in to the market to share the customers (Bahadir, 2007). The unpredictable weather condition may affect the camping customers. Bibliography Bahadir, S.C., 2007. Marketing Investments and Brand Performance. Ferrell .O.C. Michael .D. Hartline., 2007. Code to Commerce: High Technology Marketing for Maximum Brand. David Bowie, F.B., 2012. Hospitality Marketing. Division, A.M.A.M., 2005. Analyzing and improving marketing performance: marketing audits in brands. ESOMAR, P.M.F.W., 2009. Market Research Best Practice: 30 Visions for the Future. Fortenberry, J.L., 2009. Health Care Marketing: Tools and Techniques. Helen Meek, R.M.R.P., 2012. CIM Coursebook 08/09 Managing Marketing Performance. John Raymond Brent Ritchie, G.I.C., 2006. The Competitive Destination: A Sustainable Brand Perspective. Mark S. Glynn, A.G.W., 2009. Business-To-Business Brand Management: Theory, Research and executive case study. Micael Dahlen, F.L.T.S., 2012. Marketing Communications: A Brand Narrative Approach. Parameswaran, M.G., 2006. Building Brand Value: Five Steps to Building Powerful Brands. p.pp36. Pettit.S., B., 2006. The Principal of Marketing. Thomas V. Bonoma, B.H.C., 2008. Marketing performance assessment. William M. Pride, O.C.F., 2011. Planning, Implementing and Controlling Marketing Strategies performance. Read More