Exlopre

Analysis of the data and justification for the segment identified

The concept is to understand the customer and satisfying their wants and needs. We must have a concept which are target market (family) will be interested in.

Segment analysis will have to be determined by research via segment. The segments are:

* Demographics

* Physiographic

* Geographic

* Behaviour

The demographics for our holiday is

Age: 12+ the min age is 12 due to the holiday is an adventure holiday, so they are able to do

Gender: Female and male

Income: Average income of 15,000+. The income in average will be around 1,000+

Social class: A-E, Social class is from the highest to the lowest due to the fact it’s not targeting rich or middle class etc its targeting people who would enjoy adventure holiday.

Others which we may consider

* Family size

* Nationality

* Religion

Geographic

* Climate

* Population Density

* Region

Behaviour Segment

This is about the consumer whether they have made a personal profile with the product. For the explore holiday to India. We will need to know their spending habits (buying status , regular , first time etc).

Reference

http://www.netmba.com/marketing/market/segmentation/

http://www.learnmarketing.net/segmentation.htm

Justification – What makes it an ‘Explore’ holiday, what is the unique Selling point?

‘Explore’ is an example one would use when focusing on adventure holiday companies as one would describe it as the epitome of an adventure company. Explore has been filling this market of adventure holidays and catering to customers’ needs whilst winning awards such as being awarded ‘five stars for Customer Services, Tour Guides and Organisation in the 2010 Which? Holiday survey.’ One would identify that our holiday to India has a unique selling point as one would view that having this type of adventure holiday it would cater mainly to thrill seekers and family holidays with a slight edge to...