Positioning Options for Hotels in Goa
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8/7/2019 Positioning Options for Hotels in Goa
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Positioning
Options forHotels in Goa
Positioning
Options forHotels in Goa
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POSITIONING
"an organized system for finding a window
in the mind of the target consumer
POSITIONING
"an organized system for finding a window
in the mind of the target consumer
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Profile of Foreign Traveler in GoaProfile of Foreign Traveler in GoaProfile of Foreign Traveler in GoaProfile of Foreign Traveler in Goa
Goa Traveler
2/3rd of them Male
Majority belong to US, UK , Europe (esp. France &
Germany) & Australia
Long stay, usually a fortnight. Usually not taken a
package
Is not a backpacker but a luxury traveler, stays in a
starred hotel, spending at an average of Rs. 21,000
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Profile of Foreign Traveler in GoaProfile of Foreign Traveler in GoaProfile of Foreign Traveler in GoaProfile of Foreign Traveler in Goa
India Traveler Has come for sight seeing, participating in cultural events,
ecotourism or shopping
Beaches & churches of Goa, a big draw for traveler from
UK & Australia Middle aged segment big & growing
66% :Repeat visitors, 66% Spends > USD 2500; 65% Stay
in 4 Star & above
India Traveler from UK, US , Australia & Europe
Usually accompanied by a spouse/significant other Except for Australians, Often accompanied by friends or
family members
UK traveler accompanied by small kids, US traveler
accompanied by other family members
Key associations with India : Artifacts & heritage, Palaces
and royal retreats, yoga/spirituality/meditation
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Profile of Domestic Traveler toProfile of Domestic Traveler to
GoaGoa
Profile of Domestic Traveler toProfile of Domestic Traveler to
GoaGoa
Out of the 25 lakh people that come to Goa, 85%
are domestic
Primarily male
Majority of them from Maharashtra, West Bengal,Karnataka, Gujarat, Kerala
A weekend to a weeklong stay
Short stays from visitors in neighboring states
Most of them not on a package tour Business men, professional or private service
10% or say 2.5 Lacs falls in high income bracket ,
likely to stay in a starred hotel
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Goa : What
Does it StandFor
Goa : What
Does it StandFor
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Goa Associations Foreign Traveler
:Tropical Beach
Goa Associations Foreign Traveler
:Tropical Beach
Primarily : Sand, Sun and Beaches
TROPICAL BEACH LOCATION
Tropical Environment, Greenery
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Goa Associations for Foreign
Traveler: Goan Experience
Goa Associations for Foreign
Traveler: Goan ExperiencePEOPLE
Happy-Go-Lucky PeopleChurches , Architecture,
Local Cuisine etc.
INDO -PORTUGUESE CULTURE
INDIAS SPILL OVER
Spa, Yoga and Meditation
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Goa Foreign Traveler AssociationsGoa Foreign Traveler Associations
: Summary: Summary
Goa Foreign Traveler AssociationsGoa Foreign Traveler Associations
: Summary: Summary
Tropical Beach Location
Sun & Sand
Tropical Environment & Greenery
Goan Experience
Indo-Portuguese Culture
Happy-Go-Lucky People
Indias Spill Over : Spa, Meditation & Relaxation
Those want a standard experience who want to have as
little to deal with India/Goa as possible. But then: why
come to India/Goa at all - you might as well choose
Caribbean - or Canary islands.
Feedback at Trip Advisor
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Goa Domestic TravelerGoa Domestic Traveler
Associations : SummaryAssociations : Summary
Goa Domestic TravelerGoa Domestic Traveler
Associations : SummaryAssociations : Summary
Beach & Beach Activities
Privacy of Beach : Seclusion or Less Congestion
Beach Fun & Activities : Water Sports, Boating,
Catching Rains
Goan Experience
Joy de Vivre of Goa
Goan Cuisine, Goan Love of Wine / Feni etc.
Partying & Having Fun : Night life, Casino, Good Crowd(Foreigners ) etc.
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Domestic & Foreigner :Domestic & Foreigner :
Positioning PossibilitiesPositioning Possibilities
Domestic & Foreigner :Domestic & Foreigner :
Positioning PossibilitiesPositioning Possibilities
Dimensions of Positioning common between
Domestic & Foreigner
Beach Location
Goan Experience
Way the dimensions manifests itself is different
Natural Beach Location
For a Foreigner the beach is primarily about sun , sand and
tropical environment
For Indian , it is about the variety of beaches and activities
around the beach
Goan Experience
For the Foreigner it is about Indo- Portuguese culture,
architecture, churches, happy-go-lucky people and Indian
flavour of spa & yoga
For the Indian traveler it is about the joy de vivre of Goa and
having fun
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Positioning Option: The GoanPositioning Option: The Goan
ExperienceExperience
Positioning Option: The GoanPositioning Option: The Goan
ExperienceExperience
Goan Experience
No property has tried to single mindedly own the Goan
experience. Presents opportunity for significant
differentiation
No property has either imbibed or communicated the Goanexperience.
Hotels have done isolated things to imbibe the flavour .
Radisson & Mariott have facilitated activities to savour the
Goan experience .Taj has used the Goan cuisine.
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Positioning Task for Hotel X:Positioning Task for Hotel X:
ForeignerForeigner
Positioning Task for Hotel X:Positioning Task for Hotel X:
ForeignerForeigner
The product needs to be enhanced and deliver
tangibly on the foreigners expectations
pertaining to
Ownership of Indo-Portuguese Theme : Heritage,
Culture, Artifacts & Curios & Cuisine
Build on the warmth of its staff to deliver the happy-go-
lucky image
Strongly deliver on the Indian spillover : Spa , Yoga &
Meditation
Hotel Xs Communication
Has to revive the Indo-Portuguese discourse :
mythology, heritage & folklore
Demonstrate & illustrate the rich & vibrant Goan
experience of Hotel X
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Positioning Task for Hotel X:Positioning Task for Hotel X:
IndianIndian
Positioning Task for Hotel X:Positioning Task for Hotel X:
IndianIndian However for the Indian, while the privacy and
access is welcome, the product needs to strongly
deliver on activities around the beach
To appropriate the Goan experience dimension ,the product needs to deliver or facilitate the
Indians expectations pertaining to Joy de vivre of
Goa
Emphasis on Goan Food & Drinks
Opportunities for Partying & Having Fun
Communication to focus on
Beach Fun & Activities
Joy de Vivre of Goans
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Contact UsContact Us
Sarvajeet :+91 9920803060,[email protected]
Jasravee +91 9892301590
www.mastersungroup.com
Sarvajeet :+91 9920803060,[email protected]
Jasravee +91 9892301590
www.mastersungroup.com