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Marketing Examination of Whale Watch Tourism

Whale Watch- New Zealand's Ultimate Marine Experience and the Nature-Tourism Market

Question One

Market Segmentation in the nature-tourism market can be defined as the process through which potential customers with similar needs and characteristics are grouped jointly so that a tourism organization can apply marketing strategies for the chosen market segment effectively (Oohlala, 2013). Segmentation also consists of learning more about customers and making the heterogeneous market into a homogenous market (Bowker, 2014).

Segmenting the New Zealand nature-tourism market is viable because it facilitates in understanding the needs and wants of customers, allocating marketing expenses efficiently, further producing products/services and growing marketing strategies more precisely (Grewal & Levy, 2012). The two segments I will divide the domestic nature-tourism market will be the: "Being There" and "Embracing Life" segments.

Comprising of over 25 % of New Zealand's adult population, 'Being There' is certainly an identifiable segment which is large and old. Most this section are aged 55 years or elderly. They havea female majority and a high percentage of men and women living by itself. The segment can be found throughout all over in New Zealand and therefore it is large.

Members of the segment have a solid fascination with gardening and reading. There is also a positive involvement in visiting natural/scenic locations, and are most likely to be a member of cathedral or rotary group.

Members of 'Being There' are determined to travel by a yearning to invest time with people they love and appreciate natural/scenic locations. This section is most enthusiastic about sightseeing, natural visitors attractions and walking/hiking and meaning this can be a responsive portion for the nature-tourism market. As this section is relatively prosperous, money is less of an barrier to visit meaning that this can be a profitable section.

There are extensive viable marketing stations you can use to reach this segment which makes it reachable. These include: Major daily newspaper publishers, special press (e. g. gardening channels/magazines/groups), affinity organizations (churches, Rotary, other voluntary organizations) are all channels that can be used to reach the forex market.

Another segment for the brand new Zealand nature-tourism market accocunts for nearly a quarter of the adult human population making it a considerable section, 'Living Life' stocks a viewpoint to live life to the fullest and adopt nature. This segment is identifiable with most participants being aged between 25 and 60 years old. This segment has a prominent family structure of couples with children. Customers of 'Living Life' are available throughout all over New Zealand which permits the section to be considerable. Members of the segment are likely to have pastimes such as mountaineering, tramping, sight-seeing, boating and gardening at home.

This segment is very responsive because vacations are essential to them plus they holiday break frequently within New Zealand. When holidaying in New Zealand, they be a part of their favourite activities using their children and partners, away from the pressures of lifestyle.

The ideal holiday for 'Living Life' is spending well-earned money by using an above all family-friendly, and requires outdoor experiences, surroundings and landscapes meaning this is a profitable segment which will spend money on nature-tourism. Key barriers to travel are the amount of annual leave available, work and family commitments.

This segment is reachable through programs such as newspaper, media/online (e. g. golfing, outdoor, boating, angling), newspaper publishers and fairs.

Question Two

In order to judge how Whale Watching's product is recognized by prospective customers, it is vital to deconstruct the product into four different levels. This is called the full total Product Concept and we'll utilize this model to deconstruct the merchandise Whale Watch is offering, and evaluate the way the company is positioned within the nature-tourism market.

Firstly, the Center Product is the essential benefit that responds to a potential customer's need or wishes (Elliott, Rundle-Thiele & Waller, 2010). For Whale Watch the center benefit for a customer would be having the ability to monitor whales in their natural habitat. This could be for recreational or clinical and educational purposes with regards to the motive of the customer.

Secondly, the Expected Product is the relative factors that gives the power which sorts the core product and fulfil the customer's most elementary prospects (Elliott, Rundle-Thiele & Waller, 2010), Whale Watch offers an exciting up-close face with the Large Sperm Whale in their environment. In a typical Whale Watch travel, the customer can expect to encounter a wide variety of sea-life and birds. Vessels are crewed by an expert team who are experienced in interacting with the whales. Whale Watch ensures that traveler comfort and safeness are always high goal. They are all expected top features of the product/service Whale Watch offers to customers.

The Augmented Product offers a blend of benefits that's not an integral part of the basic degree of needs for the client. It really is at the augmented product level where marketers are able to significantly differentiate their products/services from your competition (Elliott, Rundle-Thiele & Waller, 2010). Whale Watch is New Zealand's only vessel-based whale seeing experience and the 95% success rate of vacations at Whale Watch means that they ensure an 80% refund and is an exemplory case of an augmented service that gives a competitive advantage over others. Furthermore, it is based in Kaikoura, the Whale Seeing capital of New Zealand which provides a unique experience over other locations. Whale Watch is focused on the care and security of the surroundings and looks for to minimise waste products, promote recycling, use eco-friendly product and minimise their effect on sea life (Whale Watch, 2013). These factors are important for customers who really care about then environment and are worried with conservation and the preservation of aspect. All these special features and facilities are factors that would help customers to choose Whale Watch over other competitors.

The Potential Product of the Product Concept Model includes all possibilities which could become area of the expected or augmented product. This includes features that are being developed organized as well as features that have not yet been conceived (Elliott, Rundle-Thiele & Waller, 2010). In the foreseeable future, Whale Watch could offer new tours such as going swimming with dolphins going swimming with whales which would give you a unique, up-and-close, more personal experience. Whale Watch should do research on how to bring this program alive and keep safety measures at heart.

Whale Watch seems to be using a differentiation positioning strategies using conservation, aspect preservation and a distinctive approach to get customers. Whale Watch's positioning assertion can be used to succinctly convey their philosophies and methodology:

"Whale Watch Kaikoura is New Zealand's ultimate throughout the year nature experience offering visitors an exciting up-close encounter using the Large Sperm Whale" (Whale Watch, 2013).

"Were people to the world of the whales and respect it so all the time. To be a Maori - held company, Whale Watch cherishes the twin values of hospitality to guests and reverence for the natural world" (Whale Watch, 2013).

Question Three

A service is an action or performance made available from one party to another. They are monetary activities that induce value and offer benefits for customers at specific times and places as a result of having desired change. Among the unique characteristics of something is that it is inconsistent signifying the service provider cannot provide a similar service each and every time (Brown, 2008).

Applying this to Whale Watch's situation, because of the nature of their service, Whale Watch cannot assure the same Whale Watching experience to customers for each and every tour. Based on seasonal variations or even the weather on a particular day, every trip will give you a different kind of experience. Customers are not guaranteed to have the ability to see a steady variety of whales and sea-life on every trip because Whale Watch has little control over this factor. In some seasons of the entire year, certain animals will not appear whatsoever and on certain days no whales may be sighted by any means. Because Whale Watch offers a conventional and completely nature-based experience it cannot "force" something and experience for the client.

In order to control these obstacles Whale Watch seems to have particular ways of aim for and solve these challenges. Firstly, Whale Watch provides an 80% refund when a tour does not visit a whale. Furthermore, Whale Watch personnel constantly monitor the elements and respond skillfully to any changes. This could a cause a head to being cancelled or safety restrictions placed on children or individuals with medical problems. It is because Whale Watch needs to promote passenger comfort and safety as their number 1 main concern. Furthermore, Whale Watch would like to decrease the likelihood of a trip each day with bad weather conditions resulting in zero or little whale sightings.

The on-board plasma monitors display a electronic animated tour as the tour is in fact occurring so customers will have a more substantial than life experience even though there could be inconsistency in genuine whale and other sea-life sightings.

Also, the professional guides and skippers are there in order to keep up consistency in a service with inconsistent characteristics. Whale Watch will make sure that the staff give a higher level of professional service with traveler safe practices and comfort as their number one priority. This is evident in their continuous monitoring of weather and responding expertly. to any changes.

Looking at Whale Watch's beliefs and positioning statement, the company stresses that it is Maori owned which has a reverence for the natural environment and is focused on conservation, preservation and respect for wildlife. That is a factor that Whale Watch seems to be using to manage problems of inconsistency of its services. Many customer's especially nature-lovers and conservationists will respect the company's philosophies and understand the inescapable, inconsistent characteristics of services that Whale Watch offers.

Word Count: 1590

References

Grewal, D. , & Levy, M. (2013). Marketing (1st ed. ). New York: McGraw Hill/Irwin.

Oohlala, R. (2013). Tourism market segmentation. Slideshare. net. Retrieved from http://www. slideshare. net/reymarieoohlala/tourism-market-segmentation/

Whalewatch. co. nz. (2014). New Zealand Attractions | Kaikoura Whale Watching | Canterbury NZ. Retrieved from http://www. whalewatch. co. nz/

Brown, A. (2008). Alex Dark brown: coaching digital marketing and ending horses slaughter. Udel. edu. Retrieved from http://www. udel. edu/alex/index. html/

Bowker, M. (2014). Segmentation, targeting and positioning [PowerPoint slides]. Retrieved from https://cecil. auckland. ac. nz/

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