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CASE STUDY: Marketing at Skydive the Beach and Beyond
SKYDIVE THE BEACH COMPANY BACKGROUND: 650/*7'"-)'"8'%,)"%3/"8'0:3/"V6(8X"O%+";:.3/'/"*3"E:==:3&:3&N"Y6E"*3"!III@"()'"U.+*3'++")%+"&4:O3";4:2"%"+2%=="U'%,);4:3-":?'4%-*:3N".+*3&"%"+*1Z+'%-'4"T'++3%N"-:"%"U.+*3'++".-*=*+*3&"!J"%*4,4%;-"%,4:++"!!"/4:?"[:3'+"<.+-4%=*%ZO*/'@"
Actual Product: STB’s actual or augmented product might include:
• Tandem skydive. • Video & photo package. • Merchandise. • Customer Service. • Trusted brand. • Packaging.
STB “package” their tandem skydive by surrounding the product with a consistent use of their brand such as branding their parachutes in company colours, sign-‐writing vehicles with the company logo and imagery, and ensuring staff are dressed professionally in company uniform.
Core Product: STB’s core product is the tandem skydive, however also includes the following:
• Tandem skydive. • Tandem night skydive. • Learn to Skydive Courses (Accelerated FreeFall Course
or “AFF”). • Licensed/experienced skydivers (“fun jumpers”).
→ PRICE: Pricing methods include:
• Cost-‐based pricing: skydiving is an extremely expensive activity! Costs associated with insurances, planes, av-‐gas, equipment etc. must be covered in the cost of the product in order for the business to remain viable.
• Competition-‐based pricing: competitor analysis helps to keep STB’s finger on the pulse.
Price points differ across the company’s locations, check out www.skydive.com.au/prices to see how they vary according to location and state.
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Pricing strategies include:
• Price penetration: for start-‐up locations; during the low season. • Promotional pricing: Winter Specials, last-‐minute Christmas Specials, Earlybird
Promotions.
→ PROMOTION:
STB utilise a variety of the methods in the promotional mix:
• Advertising: online, print and outdoor advertising including tourist publications, Google Adwords and billboards.
• Relationship Marketing: Social media, with an emphasis on Facebook (see www.facebook.com/skydivethebeach) and engaging customers and building relationships via competitions, great imagery, video content, cheeky banter and giveaways.
• Sales Promotions: Coupons and drop zone promotions.
• Publicity & PR: Celebrity skydives and interesting,
news-‐worthy stories” (see www.skydive.com.au/skynews)
• Opinion Leaders & Word of Mouth: If you have a great skydive, you tell all your family and friends, and maybe they will book in too! That is Word of Mouth marketing – it’s invaluable as it’s FREE! You just have to create an experience that will have customers raving (in a good way!). Social media such as Facebook and TripAdvisor reviews help to facilitate this process.
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→ PLACE:
Direct:
• Website – online checkout and booking process (see www.skydive.com.au and click on “Book Now”).
→ PEOPLE, PROCESSES & PHYSICAL EVIDENCE: People: Delivering the ultimate customer experience almost 100% relies on STB’s people. Customers have direct contact with Skydive the Beach employees every step of the way, from making a booking, to checking in, getting geared up, trained, meeting their instructor, the bus driver, pilot, ground crew and so on. A skydive for most people is a once-‐in-‐a-‐lifetime experience, it is also an expensive experience, therefore expectations in regards to customer service are high.
Processes: Delivering a high quality product in a timely manner is critical, therefore processes must be fine-‐tuned to ensure maximum efficiency.
Physical Evidence: Providing quality physical evidence to a customer is critical, especially when safety is such a key aspect of the tandem skydive experience. Having a clean and tidy drop zone is imperative in creating the ultimate customer experience and making a customer feel like they’re in safe, trustworthy hands.
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→ E-‐MARKETING: eMarketing is a key component of STB’s marketing strategy, and includes:
• Email: Regular eNewsletter blasts, communicating new promotions, competitions, latest news and cool videos to their database.
• Website: Providing information about the skydive, facilitating a fast, easy-‐to-‐use online booking process.
• Search Engine Optimisation (SEO): Having a good SEO strategy means STB remain in the top organic rankings in Google.
• Social Media: Social Media is an important strategy at STB, as it appeals to their largest target market of 18-‐29 year olds. STB primarily focus on Facebook, TripAdvisor, YouTube and Instagram.
• Google Analytics: Allows STB to analyse website data and learn more about users and their online behaviour.
→ GLOBAL MARKETING: STB are not a global company, however they cater to a global audience via:
• Web pages in a variety of languages, including Chinese, Japanese and Korean. • Translated legal documents that customers are required to sign prior to
participating in a skydive.
→ IMPLEMENTATION, MONITORING & CONTROLLING: STB ensure all marketing activities conducted have clear objectives and targets. They then monitor them continuously throughout the campaign period and revise along the way as necessary.
ADDITIONAL RESOURCES:
Students can find additional resources at the following websites:
• www.skydive.com.au • www.apf.com.au • APF How to Skydive video: https://vimeo.com/96571020 • YouTube channel:
3. Skydive the Beach is now a publicly listed company. Name 3 reasons why the company
decided to list on the stock exchange? __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
4. Using the information provided in this Case Study, conduct a SWOT Analysis for STB:
Strengths Weaknesses
Opportunities Threats
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5. At what stage in the Product Life Cycle do you believe Skydive the Beach to be and why? ____________________________________________________________________________________________________________________
6. What are the five main customer groups that Skydive the Beach target? ______________________________________________________________________________________________________________________________________________________________________________
7. How does Skydive the Beach package their tandem skydive product? ______________________________________________________________________________________________________________________________________________________________________________
8. Name the two pricing strategies Skydive the Beach use: ____________________________________________________________________________________________________________________
9. What do you think are Skydive the Beach’s most effective Promotional Strategies and why?
11. Name 3 key aspects of Skydive the Beach’s eMarketing strategy: ______________________________________________________________________________________________________________________________________________________________________________
12. How does Skydive the Beach cater to a global market? ____________________________________________________________________________________________________________________
13. Extended response: Examine the Skydive the Beach website (www.skydive.com.au) and evaluate its effectiveness as a marketing tool (complete on a separate page).