Important Factors in the Marketing of Kiwi Experience - Case Study Example

Marketing Name Institution Kiwi Experience Kiwi Experience is a leading company in tourism, offering a wide variety of services to the tourists visiting New Zealand. The exquisite services they offer is not the only reason for their reputable name, but the marketing of their services as well. In marketing there are many considerations that they put into account to achieve the consumer confidence fully. This is done by assessing the consumer’s perception of the product to align with what they desire in a product. Product time availability: is an important factor in the marketing of Kiwi Experience. With an allowance of up to twelve months, the company assures the consumer that the maximum duration of time is available even when the client faces an unexpected event limiting them from going for the excursion. This is unlike plane tickets where it expires in a short time after booking. Products financial viability: Kiwi Experience has different pass categories for their clients. This is done with careful deliberations and considering the financial capability of their target clients. In marketing they offer these categories so that a client may analyze the best offers that are in line with the financial resources at hand. Product safety. The wellness of the consumer is supremely important to the company. Expeditions are at times dangerous to the tourists and the people might go to places where they could be unsafe. At Kiwi, they guarantee their clients that each place they go, a competent and knowledgeable guide is present to show them the way to reduce the accident probabilities or any unfortunate events. This in turn boosts the consumer confidence in the well being of their state during the expedition. Product fulfillment. Expeditions are meant to be fun and stress free. When marketing the product, Kiwi Experience makes it clear their number one priority is to satisfy the tourist’s fun needs. They also put out that they do not condone any people that are boring who will make others gloomy. The possibility of distraction from children is also not allowed thus they put out their desired age brackets. Disruptive people are also warned of measures that are taken in when they do not coexist with others peacefully. Marketing this product consideration allows a potential consumer to see that the expedition with the company is worthwhile with the satisfaction of the desires. Question 2 Product layers are extras that come with the basic product needed (Fanning, 2014). For example, a radio the basic core product is music, but the radio might have a disc player, equalizers, woofers inter alia to supplement the basic core product. At Kiwi, the basic core expected product by consumers is transport from one place to another. At Kiwi their marketing focuses on the fulfillment of the core product of the consumer, the client definitely knows that the company will make their travel around the tourist sites all through the nation without any complications. To augment the basic core product, Kiwi has introduced a number of activities that come with the traveling of tourists. Providing a knowledgeable guide for each bus is one of them. The guide takes the tourists through the expedition as well as driving them. In marketing, the cost of hiring a driver is significantly reduced as the service is increased from transport to the addition of a tour instructor. A client it is appealing to know that, acquiring a single product, there are other offers that come with this product. Kiwi incorporates other activities in their travel schedules. Accommodation is one of the greatest worries of a tourist. With no knowledge of a place, it can be expensive and difficult to get a place with good accommodation. In marketing Kiwi supplements this to their clients and providing peace of mind for any potential visitor who might be looking for a place to stay the night. Activities like swimming, rafting, boat rides among others are also included in the Kiwi Experience schedule. As an interested client touring the state, the augmented activities are bound to increase the chances of selecting the company over others. This is because as a tourist the traveling alone is not sufficient to enjoy an expedition, but in partaking the activities that the locals are doing too. These activities are not only fun but they improve an experience of the journey through the land of exquisite beauty and wonderful climate. Changes that are meant to be implemented in a product to improve it, but are not yet realized are known as a potential product layer. Smartphones for example, during the initial manufacture of phones they were made for simple tasks of texting and calling. The companies imagined of future phones that could perform more than the basic work of texting and calling and improved the devices to touch screens that work like computers. When the companies were thinking of the improvement of the devices, it was a potential layer, but as the innovations were achieved it was an augmented layer. KiwiExperience has future prospects of getting much more customers through harmonizing different obstacles that are on their way. They plan to do this by marketing of the offers that will be amazing to customers as well as profitable to their company. Price discounts are among the offers that the company plans to implement on the visitors. Competitions too are planned to happen on several occasions that will boost the number of people who could be interested in visiting the country. These are some of the potential layers that will be offered by the company, when they become part of the expeditions they will have changed from the potential to augmented layers of the product. Question 3 Product components are factors that surround the preference of customers they have been brought out as six items. These are important in marketing and should be carefully taken into account. Experience, people have always been particular to experience a certain good or service has been to them or others. In Kiwi, the people have a platform for the people who have been in the expeditions to share their story. This in turn puts other people in a desire to have similar occurrence like those before. It is a great marketing strategy to have many new people on board who would love to experience what others have before. Different people and the different places that a company employs is relevant to its marketability. From the Kiwi management, it is clearly put out, as the people involved are well cultured to associate with others effectively. The bus drivers and guides are extensively taught how to deal with people in case of any disagreements. A good relation among people is important in the company’s reputation and in the long run it boosts the business’ profitability. The place the services are and goods offered too are important. In a shoddy place, the consumer confidence is significantly reduced and the worthy of the goods and services is questionable. At KiwiExperience, the management maximizes on the places they offer their services. The buses take the customers to places of exquisite beauty and adventure. Doing this the management increases the likeability of the customers experience and their reputation too is increased. In many reviews of the time they had with Kiwi, the people appreciate the great places that the company took them more than anything. This is unlikely of other companies that solely focus on taking the clients to places without the slightest consideration on whether they will like the place. This is important to check in marketing due to the quality and standards that the customers encounter in their escapades. The services and the goods provided are also important in marketing. The goods or services that are offered should be able to meet the requirements that a client may desire. In marketing, it is making it known to a customer that what the customer requires can be found and the place to be found. At Kiwi, the services produced meet this condition of travelers. When the travelers arrive in New Zealand, they desire to explore the country wholly. KiwiExperience in turn offers the people an opportunity to explore the country in an enjoyable and organized manner. They do this by eliminating confusion that a visitor may have in a new place and provide an environment suitable for a visitor to explore their desires without any worries. In marketing, ideas are vital in making a point of the services and goods offered. Different ideas help in defining the uniqueness of a product or service that is offered from other firms. At Kiwi, they have different ideas that market their companies far and wide. The different ideas that a company develops ensure its uniqueness and confidence in the brand. At Kiwi, they provide different ideas and options for the travelers to enjoy their experiences in the country. Having the different ideas creates a wonderful opportunity for the tourists to enjoy the different packages of touring the country. Unique ideas not only provide a great marketing advantage, but also a constant flow of customers. Customers like different approaches to similar destinations. Surprises are well known to be preferred by people. Doing the usual may be monotonous and ideas that tend to beat these monotonous feelings give an upper hand. At Kiwi there are different activities which are unique that will have people travel from other countries just to experience. In turn, this is marketing indirectly to the people who are not in the vicinity but will get to hear of the wonderful ideas that have been experienced at the excursion. Question 4 Transfer of information has improved over time. With internet having a major role to play in transfer of, it has revolutionized the world in many ways. Used solely for information transfer, the internet has changed to multiple uses that enhance the daily lives of its users. Conference calls and video calls are some of the contributions of internet towards business. However, there is a lot that the internet has to offer in the business world. The World Wide Web (WWW) was invented to have particular addresses of a single entity. This in turn gave numerous people a chance to have the whole world know about them. Using the World Wide Web information about a company or an individual can be shared to a great number of people. As a result, marketing got an opportunity to extend its mediums of advertisements. Internet marketing has gained considerable ground in marketing and advertising of products and services. Companies are able to market their products and services just by sharing their World Wide Web address. This allows people from different lifestyles with internet and a computer to know about a company that offers certain products or services at a far place on the other side of the world. At Kiwi, they utilize the internet marketing fully. Having a personal World Wide Web address of the company, they share out the information of the services they offer to the world. The people in the internet then can be able to find the company without struggling trying to find details about the company. Through internet marketing, Kiwi allows the clients to inquire about any issues they might have where they get a positive and fast response to their problems. Kiwi not only markets their services but also interact with their clients prior to meeting. Other business should employ this wonderful opportunity. Having a world wide web address serves as a gateway to international and opportunistic trade. Question 5 Social media has played a major role in shaping of people’s lives. Social media influence the present day population. People have standards set in social media such that some follow it like their lives depended on it. In the young generation, logging into social media platforms has become a daily routine in their lives. As a result of the big interest in social media in the younger generation there have been positive and negative impacts. Marketing, statistical functions, information propagation among others are few of the positive effects of social media. However, the negatives can shadow the positives even though small in number. It is important to know the internet has each character and their intentions are not always good. False personalities too can be created just to tarnish another entity’s reputation. In marketing, social media has become the center of the advertisements, with no other medium reaching the customer as social media. ‘Marketing communication is often referred to as controllable and uncontrollable’. Marketing communication can at times be good, but not increasing the number of sales. Doing marketing is not easy and the people might not take the information as intended or pass the wrong information. Marketing communication is controllable to a certain extent, but after it reaches the threshold, it ceases to be controllable. In people who have used a certain product for long they are likely to prefer the product for another, however, if someone has with a longer duration of experience with a product, they are likely to tell others about it. If this is not done well a company may have uncontrollable marketing communication problem. They will have a difficulty trying to stop the word of mouth passing from one person to another. However, the situation may be stopped if the person with the bad experience gets to talk to the people offering the service that is not satisfactory. Negative word of mouth is common to every business entity and it affects a business directly. Curbing this is very important in maintaining the positive image of a business. When faced with a circumstance of negative word of mouth, a business entity may sit back and let time dissolve it or counter the negative word with a positive one. Fighting the negative word may be difficult but with the right medium, it could work out effectively. In social media, majority of people log in daily to update themselves with the current events. If a company has had a negative word of mouth they can result to posting positive messages of themselves and denounce that they are not associated with the reason that has contributed to the negative word of mouth. The social media being a platform for a big populace, the people will see these messages daily, which will send a message different from the negative one. When someone reads the text of the firm officially, they may believe that, instead of the grapevine going around with irrelevant information. However, word of mouth may not be easy to counter, but through social media, one is able to convince the others of a positive side without having to reach the masses that the negative word of mouth influenced. References Fanning, S. (2014). Marketing 2014 e-text. Read More