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The document outlines a marketing strategy for SaffronStays, focusing on segmentation criteria such as travel preferences, booking behavior, and digital engagement. It includes a perceptual map positioning SaffronStays among competitors, a positioning statement emphasizing luxury and personalized experiences, and a marketing mix detailing product, price, place, and promotion strategies. Additionally, it presents a digital go-to-market strategy involving content creation, device optimization, social media engagement, and performance metrics.

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shaikh hamid
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11 views

fany

The document outlines a marketing strategy for SaffronStays, focusing on segmentation criteria such as travel preferences, booking behavior, and digital engagement. It includes a perceptual map positioning SaffronStays among competitors, a positioning statement emphasizing luxury and personalized experiences, and a marketing mix detailing product, price, place, and promotion strategies. Additionally, it presents a digital go-to-market strategy involving content creation, device optimization, social media engagement, and performance metrics.

Uploaded by

shaikh hamid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 9

DM GIO: Fundamentals of Marketing

Your Name: MOHAMMAD HAMID SHAIKH


Task 1: Segmentation Criteria
Task 1: Define 3 criteria based on which SaffronStays can do segmentation.
Provide a rationale for your decision. (Word Limit: 80 words max)
Criteria 1: Travel Preferences:

Rationale 1: • By understanding customers' travel preferences such as adventure, relaxation, or cultural exploration, SaffronStays
can curate and market properties and experiences that align with individual tastes, increasing the likelihood of
conversion.

Criteria 2: Booking Behavior:

Rationale 2 : • Analyzing booking patterns, such as frequency, lead time, and duration, enables SaffronStays to tailor promotions,
loyalty programs, and communication strategies to different customer segments, optimizing marketing efforts for
higher retention and customer satisfaction.

Criteria 3: Digital Engagement Level:

Rationale 3: • Assessing customers' interaction with digital content, social media, and online platforms helps
SaffronStays tailor its digital marketing campaigns. This segmentation criteria allows for personalized messaging,
ensuring relevant content delivery and increased engagement.

3
Task 2: Perceptual Map
Task 2: Map the current position of SaffronStays on a perceptual map after you identity
two parameters that would define the positioning of a brand in the hospitality industry. These will form

Vista Rooms
Saffron Stays Airbnb

High Price Low Price

Oyo Homes
Treebo

Basic Service
your two axes. Drag and drop SaffronStay’s orange logo(provided on the right) to the

relevant position on the perceptual map. Premium Service


Task 3: Positioning Statement
Task 3a.Choose the digital marketing channels you want to use. Define the social
media channels
Task 3: Formulate a positioning statement for SaffronStays. Use the statement
separately
below as a guide. (Word Limit: 20 words)

‘For [target market], SaffronStays is [frame of reference/competitive set] that [key


benefits, unique value claim] because [reasons to believe, evidence]’.

•
"For discerning travelers seeking exclusive retreats, SaffronStays is the premier choice for unparalleled
luxury, personalized experiences, and exceptional hospitality."

Task 4: Marketing Mix


Task 4
Product: The rationale for the product element

Rationale: • element of SaffronStays' marketing mix is that the brand offers exclusive vacation homes that focus on
personalized experiences and local authenticity. This sets them apart from their competitors in a
crowded market and meets the demand for bespoke travel. By providing unique properties,
SaffronStays is able to differentiate itself and attract customers who are looking for a more
personalized and authentic vacation experience.

Price: • The rationale for the price element

Rationale: • The rationale for the price element is that SaffronStays balances competitive pricing with the premium
nature of their offerings. While they provide a luxury experience to their customers, they also want to
ensure accessibility. By charging a premium price, SaffronStays is able to reflect the distinctive value
and experiences they provide, while still making their offerings accessible to a wider range of
customers. This pricing strategy helps to maintain the brand's exclusivity and perceived value in the
market.
Build the marketing mix for SaffronStays i.e. Develop the 4P’s for the brand - Product,
Price, Place, Promotion. Mention the rationale for each one. (Word Limit: 50 words max
for each element).
ed on next slide..
Place:

Rationale: • Strategic locations in scenic settings enhance the allure of SaffronStays' properties.
An online platform ensures easy access and seamless bookings, aligning with
customer convenience and satisfaction.

Promotion:

Rationale: • Utilizing digital channels and influencers, SaffronStays promotes its unique
offerings. Engaging content highlights exclusivity, leveraging both organic and
influencer-driven reach to captivate the target audience and drive bookings.

Task 5: Digital Go-To-Market Strategy


Task 5: Create a digital go-to-market strategy for SaffronStays. You can use the same digital
marketing framework taught to you in the program. You will have to identify the digital
content, digital devices, digital channels, and digital metrics for SaffronStays. Provide a
rationale for each strategic element. (Word Limit: 70 words max. for each element).
• Digital Content + Rationale: The digital content strategy for SaffronStays includes creating engaging content such
as blog posts, social media posts/stories, testimonials, and online search. This content aims to showcase
picturesque vacation homes, user testimonials, and local experiences, which helps build emotional connections
with potential guests seeking unique getaways. By providing this content, SaffronStays can attract and engage
potential customers, leading to better brand awareness.

• Digital Devices + Rationale: The digital devices strategy for SaffronStays includes optimizing for both mobile and
desktop devices. This is because the target group for SaffronStays falls between the ages of 21-60 and consists
mostly of working professionals. As a result, they are likely to use both mobile and desktop devices. By ensuring
that the website and content are mobile-friendly, SaffronStays can capture the growing mobile audience and
enhance the user experience, ultimately driving conversions.
• Digital Channels + Rationale: Leverage social media platforms like Instagram and Facebook
for visually-driven campaigns. Collaborate with travel influencers to expand reach and tap
into niche audiences, driving brand awareness and bookings.

• Digital Metrics + Rationale: Measure conversion rates, website traffic, and social
engagement to assess campaign effectiveness. Tracking customer reviews and feedback
provides valuable insights for continuous improvement, ensuring customer satisfaction and
loyalty.

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