Contiki Australia
CASE STUDY
CONTIKI AUSTRALIA: PROVIDING SUPERIOR VALUE.
Table of Contents.
1. Executive Summary 3 2. Case Analysis 3 2.1 Introduction and background. 3 2.2 Contiki’s image. 3 2.2 Marketing strategies used to create value for target market. 4 3. Economic downturn. 5 4. Conclusion 6 5. References. 6
1. Executive Summary
This case study discusses, the marketing strategies Contiki Australia utilizes in order to provide superior value to its customers and in return gain profitable benefits. Their marketing strategies core theme is to create superior customer value. The case study reveals the trend of how the youth in particular, Generation Y (people born between 1977 and 1994) like to travel and what drives, motivates and inspires young travellers.
Contiki Australia fulfils their target customers needs , wants and demands in this case provides coach trips for 18-35 year olds , with the emphasis on nightlife entertainment, scenic attractions , socialising and adventures.
2. Case Analysis
2.1 Introduction and background.
Contiki Australia formed in 1962 is a coach tour company providing fun, adventurous and organised tours targeted for the youth aged between 18 and 35. It provides their customers the value of an organised trip packed with activities, tours and with a flexibility to be able to choose optional activities and excursions. This paper evaluates how marketing is used to provide value to customers as well as how Contiki fulfils customers’ needs with the understanding of its target marketplace.
2.2 Contiki’s image.
The image Contiki portrays to its target audience is of a company that offers young people hassle free tours full of fun, adventures, with a mixture of visiting various attractions , experiencing different cultures and an opportunity to meet people of their age , making lasting memories and friendship along the way. Just a glance of their website –www.contiki.com.au – shows that it is a one stop shop for
CONTIKI AUSTRALIA: PROVIDING SUPERIOR VALUE.
Table of Contents.
1. Executive Summary 3 2. Case Analysis 3 2.1 Introduction and background. 3 2.2 Contiki’s image. 3 2.2 Marketing strategies used to create value for target market. 4 3. Economic downturn. 5 4. Conclusion 6 5. References. 6
1. Executive Summary
This case study discusses, the marketing strategies Contiki Australia utilizes in order to provide superior value to its customers and in return gain profitable benefits. Their marketing strategies core theme is to create superior customer value. The case study reveals the trend of how the youth in particular, Generation Y (people born between 1977 and 1994) like to travel and what drives, motivates and inspires young travellers.
Contiki Australia fulfils their target customers needs , wants and demands in this case provides coach trips for 18-35 year olds , with the emphasis on nightlife entertainment, scenic attractions , socialising and adventures.
2. Case Analysis
2.1 Introduction and background.
Contiki Australia formed in 1962 is a coach tour company providing fun, adventurous and organised tours targeted for the youth aged between 18 and 35. It provides their customers the value of an organised trip packed with activities, tours and with a flexibility to be able to choose optional activities and excursions. This paper evaluates how marketing is used to provide value to customers as well as how Contiki fulfils customers’ needs with the understanding of its target marketplace.
2.2 Contiki’s image.
The image Contiki portrays to its target audience is of a company that offers young people hassle free tours full of fun, adventures, with a mixture of visiting various attractions , experiencing different cultures and an opportunity to meet people of their age , making lasting memories and friendship along the way. Just a glance of their website –www.contiki.com.au – shows that it is a one stop shop for
References: Kotler, P., Brown, L., Adam, S. and Armstrong, G. (2007), Marketing, 7th Edition, Pearson Education Australia Malhotra, N.K 2007 pg 11 Review of marketing research Volume 3.