LUXURY VIBES
Luxury Vibes: Questions 1-3
1. What is your teams product/service? Provide a brief description.
Company name: Luxury Vibes
My teams service happens to be a bed and breakfast Inn. This particular business is located in downtown San Diego, California. It is important to note that the Luxury Vibes idea came into existence following the identification of opportunities for a luxurious bed and breakfast that offers services synonymous with those of large luxurious hotels, but still maintaining a closely-knot family setup. Although there is no shortage of bed and breakfast inns in the town, Luxury Vibes seeks to be unique by ensuring that its clientele has access to an experience that could be described as incredible, i.e. by ensuring that their stay feels like a family setting stay. It is for this reason that at this moment, the enterprise has a total of only ten rooms. Guests also have access to a wide range of other services to further their luxurious experience. These are inclusive of Jeep Wranglers (for rent to guests), paddle boats, as well as jet skis.
2. Who is your primary target market? Provide a brief description.
From a general perspective, the company seeks to cater for the needs of a carefully selected clientele that happens to be largely inclusive of local people, business owners, and tourists (local and international). However, to a large extent, the primary market for this particular enterprise is tourists. This is more so the case given that San Diego happens to be a prime tourist destination. In essence, tourists staying in San Diego have access to a wide range of tourist sites. For this reason, the need for a hotel that caters to the unique needs of tourists visiting the city, while giving them an experience that could be deemed memorable, has been established.
3. Talk about your integrated marketing communications plan for your primary target market for your specific product by responding to the following:
o What are three main objectives for your IMC?
Our IMC has a number of objectives. The three main objectives have been identified below;
a) To ensure that our target audience (i.e. the target market) is aware of our service.
Without a robust IMC in place, there will be no way for the target audience to be aware of our existence. This is more so the case given that San Diego has a wide range of other B & B establishments.
b) To ensure that our target audience is familiar with the various services and amenities we have to offer
Notifying our target market of our existence is not enough. We have to demonstrate that we are different from our competitors....
…agent and airport lounges today.o How will you track and evaluate the results of your communications pieces? Tracking and evaluation of our communication pieces will be done by way of reviewing and analyzing certain before and after metrics. This is to say that how the enterprise was doing before the deployment of a specific approach would be compared with how it does after the said deployment. Some of the key metrics that could be utilized on this front happens to be brand recognition and brand consideration. According to Baines, Fill, and Page (2013), brand recognition relates to the ability of the target audience to pick out or single out a specific brand from many other brands. On the other hand, brand awareness, as the authors further indicate, has got to do with the interest that the target audience has in as far as subscribing to a service or purchasing a product is concerned (301).
o What will be the costs to you to implement your IMC?
The implementation of our IMC will be categorized in terms of;
Research and development $2,000
Advertising $3,500
Promotions $4,800
o What is the scheduling for your communications pieces (assuming your product will enter the marketplace eight months from the beginning of this course)?
Item
Timing
Communication purpose identification
Month 1
Audience identification
Month 2
Message design
Month 3
Resource planning
Month 4 & 5
Action plan creation
Month 6, 7…
References
Baines, P., Fill, C. & Page, K. (2013). Essentials of Marketing. OUP Oxford.
Blythe, J. & Martin, J. (2019). Essentials of Marketing. Pearson.
Kotler, P. & Keller, K.L. (2012). Marketing Management. Pearson.
Stone, M.A. (2007). Fundamentals of Marketing. Routledge.
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