Sunny Cottage Holidays (SCH) Assignment Example | Topics and Well Written Essays - 1500 words

Sunny Cottage Holidays (SCH) - Assignment ExampleCottage owners on the other hand advertise with SCH based on the bulls eye image of the agent, trust and comfort levels they enjoy with the company. The agency requires that marketing and intercourse strategies be employed keeping the following criteria in view.Short term communication objectivesThe target incision of SCH is in various stages of hierarchical responses. Communication strategy must be employed to first create and increase awareness around bungalow holidays rather than general holidays and brand awareness on the SCH package. This must be done through attractive advertising strategy, good media planning and promotional exercises. Differentiation between SCH and its competitors must be clearly specified.Next the agency must focus on providing more information on SCH to the customer. The comprehension strain should allow development of website, direct mailers etc that provides information about the holiday packages. E ndorsements by experts or feedback photos and comments from satisfied SCH customers are other tools that the agency tin explore to convince customers. Conviction must be the third important stage of the exercise. Desire to purchase must be generated through a strong promotional cock that includes good publicity and irresistible offers for the target segment.Finally the campaign must motivate customers into action which can be measured by number of mobilize calls/ emails querying about the packages. Feedback forms and lucky coupons are other options. The market and competitionThe market for independent family holidays in cottages is fast growing, as many prefer their space rather than beingness part of a group. A growing 58% people prefer the getaway to the countryside for relaxing weekends and planned vacations. The competition can be classified as,local anesthetic specialists Most cottage agents are local specialists who focus on tourists coming to specific parts of UK. For ex ample, the Wales cottage holidays agency in Wales has a comprehensive itemization of holiday cottages in all parts of Wales. Its website and brochure are its main advertising arsenal. Other such area specific cottage agents include Cumbria cottages (the Lake district), important Cottages (for Devon and Cornwall), Manns Holidays (North West Wales), Nefyn Holidays (Lleyn Peninsula and Snowdonia National Park), Marsdens Cottage Holidays (North Devon) and Holiday Homes & Cottages (South West). Their main medium is a coloured brochure which is often mailed to customers.General specialists A small segment of general specialists offer holidays across UK. For example, Recommended cottage holidays agency offers a range of cottages across UK. It has a colored brochure that lists the various cottages and a website that allows customers to check approachability and make reservations. Its main target market is large families and focuses on family/corporate reunions. It promotes itself as an e conomical holiday provider that offers a good range. Other UK cottage holiday providers include names of Hoseasons Holidays (well established and offers a great range) and Sykes cottages.The target market customersInstead of opting for mass marketing, the company must undertake target marketing and must form one or more market segments relevant to buying behaviour. The sub groups or niche markets within its identified target segments can be identified as under. Geographic and Demographic segmentation Customers are usually couples aged 25 onwards