Market Segmentation, Targeting and Positioning are the main activities in forming a profitable Marketing strategy for a firm and in Tourism industry it is a mandatory job to form homogeneous market from a heterogenous crowd in order to upsell right product to right customer.
Travelling has become a common love now a days affected by social media more than disposable income of the individual, every age groups, gender, culture promotes and wishes to travel and intend to look more of a backpacker.
You take any of the startups, they are focusing on the same market, the adventurer type, the Traveller or backpacker type. YJHD had a serious impact on youth but unfortunately they misunderstood the basic concept of movie. It wasn't to be a Travellers but to be a big dreamer & not just to own a Dslr.
Though Elite class people also does the same but their is another category for them known as "fleshpacker" as they carry plenty of money with them in order to survive.
In tourism industry when startups are being very much similar to each other with focus mainly on the same group and demographics of people, still the big corporate Giants like Thomas cook, SOTC & Cox and kings covers the wholesome market making specific product for particular group of Tourist.
Below are the segmentation of Cox and kings as per their product and market.
It's about age, gender and family size.
For school going kids and children below 10 years of Age cox and kings operates "Curious Cat Chronicles".
The targeting place for example can be a kids play school or kids club in society.
For a group of girls and independent working women Cox and kings operates "Gateway Goddess".
To grab this particular market places like ladies kitty party Halls, girl's hostel or Girls college would be suitable.
For Senior citizen who worked hard all their lives with a dream to visit abroad at least for once, to make them accomplish their dream the product of company "Being Young" is the key.
Targeting this particular group of Tourist is easy, it can be near a temple or church or a park full of old morning joggers where they gather everyday and laugh loud calling it yoga.
For differently able people who are gifted with unique abilities and a desire to travel "Enable Travel" is there on the list which covers all the requirements of individual from wheel chair to symbol language guide.
Targeting can be best done for this is in Hospitals and Medical institutions.
This segmentation is all about the purpose, behavior and activities that a tourist prefers at the destination.
For Example: A Tourist who wants to party, have fun and go wild, Thailand is the place and if a tourist is looking for Meditation, peace and calm then kanyakumari or Vivekananda stupa is the place.
Categorising the crowd on basis of their behavioral preferences and purpose below are the products from the company:
MICE & Business Travel.
For business class people and employees.
Holidays for Two.
For honey moon couple or couple celebrating anniversary.
Instant Holiday
For weekenders who live Monday to Friday on caffeine and don't mind a little alcohol in rest of the days.
Trip-360.
For people who are Hungary for thrill. For those who seek adrenaline rush.
The targeting areas for these specific market can probably be office areas, corporate buildings and parking areas where officials and employees often come.
Psychographic Segmentation:
It's very much similar to Behavioral segmentation but it adds up culture, believes, attitudes and values at place of activities.
The tour itinerary gets changed as per psychology of the Tourist.
Gujrat pure vegetarian Group Tours.
It's both domestic and international but only for gujraties who crave gastronomy.
Aamhi Traveller: it is also for both domestic and international holidays but mainly focused in joint Maharashtra families as they can be good source of revenue.
Luxury escapes and Xperiential:
For elite class Traveller who require only God and luxurious hospitality.
Geographical segmentation:
Duniya Dekho:
For group International holiday packages.
Bharat Dekho:
For group domestic holiday packages. And personalised Indian holidays.
Flexihole:
For tailor made International holidays.
Classification of crowd into a market and designing products according to their preference in order to make them feel delightful and earn good revenue is the true meaning of market segmentation.
Keeping all points in minds about Marketing segmentation and branding, the above information provided is best up to my knowledge, kindly give your precious feedback at rohantherover@gmail.com or drop it in comments below.
