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Marketing Plan Example

This marketing plan summarizes the promotional strategy for Batemans Bay Beach Resort for 2008/2009. The plan has two main objectives: further establish the resort's branding and target activity-based and special markets, particularly groups. The resort offers a variety of accommodations including beachfront tent sites, cabins, and lodgings. Marketing will focus on print media, memberships, online promotion, and industry events to target families, short-term visitors, backpackers, and grey nomads seeking a quality beachfront experience. The budget for the 2008/2009 marketing plan is $57,000.

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592 views

Marketing Plan Example

This marketing plan summarizes the promotional strategy for Batemans Bay Beach Resort for 2008/2009. The plan has two main objectives: further establish the resort's branding and target activity-based and special markets, particularly groups. The resort offers a variety of accommodations including beachfront tent sites, cabins, and lodgings. Marketing will focus on print media, memberships, online promotion, and industry events to target families, short-term visitors, backpackers, and grey nomads seeking a quality beachfront experience. The budget for the 2008/2009 marketing plan is $57,000.

Uploaded by

Jhora Pata
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Batemans Bay Beach

Resort

Marketing Plan 2008/2009

Prepared by
Australian Tourist Park Management Pty.
Ltd.
Disclaimer
The following 2008/2009 Marketing Plan has been prepared for Eurobodalla Shire Council by Australian
Tourist Park Management (ATPM). By using this information Eurobodalla Shire Council acknowledges
that ATPM provides this information without any responsibility or guarantee. Eurobodalla Shire Council
also agrees to release and indemnify ATPM for any loss or damage that may be suffered as a result of
reliance on information contained in this document. ATPM does not warrant that this information is
correct, complete or suitable for the purpose for which Eurobodalla Shire Council wish to use it.
Executive Summary
The following is a Marketing Plan for Eurobodalla Shire Council’s 4.5 star accommodation product;
Batemans Bay Beach Resort. This document outlines the recommended promotional plan for the
Resort during the 2008/2009 financial year. The plan sets out the following objectives:
• Further establish and increase the Resort’s branding and recognition within the
industry as a high quality accommodation and caravanning destination
• Targeting activity based and special markets – particularly groups.

Marketing Mix Analysis


Product
The product mix of Big4 Batemans Bay Beach Resort is varied and unique and can essentially
accommodate for a range of holiday styles and market segments, including cabin market, caravanners
and campers, consisting of mostly couples, families or budget travellers. The accommodation options
include unpowered tent sites which are uniquely beachfront, spacious powered sites, ensuite powered
sites, backpacker style lodgings, 2 bedroom deluxe cabins, 2 bedroom spa cabins and 2 storey cabins.
The facilities available at the Beach Resort are typical of a modern caravan park, including camp
kitchens, resort style swimming pool, dump point, car wash area, modern amenities, fully equipped
laundry, games room for the children, Austar, free wireless internet and a playground. The resort is
positioned just minutes from a 27 hole championship golf course, great fishing spots, cafes, restaurants,
shops, tennis courts, a skateboard park, a cycle way and a library.

Price
Cabin accommodation is the key market segment for the resort and marketing initiatives recommended
below reflect this. Pricing for the resort has been adopted to match the quality of the product and
service offered at the resort. Over the years, the market is maturing and repeat business on weekends
is a regular occurrence.

Place (Distribution)
The resort is located on absolute beachfront in the South Coast town of Batemans Bay, and is marketed
through a wide range of marketing channels; including; printed magazines, web and online media, word
of mouth, local marketing, promotions and industry events.

Promotion
The marketing plan is coordinated each year and is separated into major sections including; print media,
memberships, online and web media, park essentials, promotions, design and printing. Most of the
marketing initiatives chosen for advertising are already targeting the caravanning, accommodation and
camping markets through information on destinations, travel and accommodation. The resort is
positioned in all promotions as ‘absolute quality and absolute beachfront’.
Target Audience
Batemans Bay Beach Resort has many accommodation options and facilities available which attracts a
range of target markets and holiday styles. Cabin accommodation is the key market segment by far, but
the resort also has many secondary markets segments to follow can be defined below:
Accommodation Type
• Cabins – 4.5 star cabins with an ensuite, spa bath, BBQ, TV, DVD along with numerous other
conveniences
• Lodgings – budget on-site motel style accommodation preferred by large groups, backpackers,
transient workers and budget minded travelers.
• Caravans – requiring powered or ensuite site.
• Recreational vehicles – range from the smaller camper vans to the larger motor home looking for
powered or ensuite sites.
• Camping –powered or camping site.
• Holiday vans – caravans with a fixed annex that are left permanently on-site on caravan parks for
families to enjoy as an alternative to a holiday house.

Demographic Group
• Family group seeking their annual holiday
• Short break by regional customers (weekend getaway).
• Backpackers both national and international.
• DINKS (double income no kids) – High disposable income couples seeking unique quality
experiences.
• Transient workers
• Grey Nomads and the travelling public

Budget
The following table represents the recommended marketing initiatives to be implemented for Batemans
Bay Beach Resort during the 2008/2009 financial year. A budget of $57k should be spend on
marketing the resort, due to the new facilities and accommodation becoming available during this year.

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