Thursday, November 22, Sandals Resorts Marketing Report The purpose of this report is to analyze the four components of the marketing mix of Sandals Resorts brand.
Definition[ edit ] Distribution is fundamentally concerned with ensuring that products reach target customers in the most direct and cost efficient manner. In the case of services, distribution is principally concerned with access.
The overall approach to distributing products or services depends on a number of factors including the type of product, especially perishability; the market served; the geographic scope of operations and the firm's overall mission and vision.
The process of setting out a broad statement of the aims and objectives of a distribution channel is a strategic level decision.
In an intensive distribution approach, the marketer relies on chain stores to reach broad markets in a cost efficient manner. Strategically, there are three approaches to distribution: When products are destined for a mass market, the marketer will seek out intermediaries that appeal to a broad market base.
For example, snack foods and drinks are sold via a wide variety of outlets including supermarkets, convenience storesvending machinescafeterias and others.
The choice of distribution outlet is skewed towards those than can deliver mass markets in a cost efficient manner. A manufacturer may choose to restrict the number of outlets handling a product.
For example, a manufacturer of premium electrical goods may choose to deal with department stores and independent outlets that can provide added value service level required to support the product.
Dr Scholl orthopedic sandals, for example, only sell their product through pharmacies because this type of intermediary supports the desired therapeutic positioning of the product.
Some of the prestige brands of cosmetics and skincare, such as Estee Lauder, Jurlique and Clinique, insist that sales staff are trained to use the product range. The manufacturer will only allow trained clinicians to sell their products. In an exclusive distribution approach, a manufacturer chooses to deal with one intermediary or one type of intermediary.
The advantage of an exclusive approach is that the manufacturer retains greater control over the distribution process.
In exclusive arrangements, the distributor is expected to work closely with the manufacturer and add value to the product through service level, after sales care or client support services. The most common type of exclusive arrangement an agreement between a supplier and a retailer granting the retailer exclusive rights within a specific geographic area to carry the supplier's product.
Exclusive distribution The producer selects only very few intermediaries. This strategy is typical of luxury goods retailers such as Gucci. Push vs pull strategy[ edit ] In consumer markets, another key strategic level decision is whether to use a push or pull strategy.
In a push strategy, the marketer uses intensive advertising and incentives aimed at distributors, especially retailers and wholesalers, with the expectation that they will stock the product or brand, and that consumers will purchase it when they see it in stores.
In contrast, in a pull strategy, the marketer promotes the product directly to consumers hoping that they will pressure retailers to stock the product or brand, thereby pulling it through the distribution channel.
In a push strategy the promotional mix would consist of trade advertising and sales calls while the advertising media would normally be weighted towards trade magazines, exhibitions and trade shows while a pull strategy would make more extensive use consumer advertising and sales promotions while the media mix would be weighted towards mass-market media such as newspapers, magazines, television and radio.
Distribution (or place) is one of the four elements of the marketing iridis-photo-restoration.combution is the process of making a product or service available for the consumer or business user that needs it. This can be done directly by the producer or service provider, or using indirect channels with distributors or iridis-photo-restoration.com other three elements of the marketing mix are product, pricing, and promotion. Since you have a ton of marketing plan samples—and also the awesome marketing plan download—you're set to be a rock star in the marketing realm. Just make sure you wear your shoes with the wings. 30 Marketing Plan Samples And Everything You Need To Include In Your Strategy. This marketing plan will develop tourism product for the Sandals’ resorts in Jamaica. Marketing plan for the UK Executive summary Purpose of the report is to create a marketing plan for the Sandals resorts in Jamaica targeted on UK market year – .
Channels are sets of interdependent organizers called intermediaries or distributors involved in making the product available for consumption to end-user.Sandals (Beaches) is a Caribbean Based Resort Hotel Chain, that was only recently established, but has proved to be highly successful, based on their innovative .
This marketing plan includes the PEST analysis, competitor analysis, SWOT analysis and the promotional plan. Sandals Inn is part of Sandals' classic collection, and the ideal resort for couples looking for a romantic resort experience.
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