StudentShare solutions
Triangle menu

Marketing strategies being implemented by Contiki Australia - Case Study Example

Nobody downloaded yet

Extract of sample
Marketing strategies being implemented by Contiki Australia

Introduction Contiki Australia is a coach tour organization established in the year 1962. Major aim of the organization is to provide organised fun and adventurous tours targeted for the youth aged between 18 and 35. This part of the essay will determine the image of Contiki. Discussion The organization provides their target customers the value of an adventurous and organized trip enriched with tours, activities and flexible optional excursions. The image the organization portrays to its group of target customers is of an organization that provides young and energetic individual hassle free tours full of adventures and fun. The organization provides diversified services to its customers. Travel is known as high involvement activity. The company website of Contiki provides key information on its travel tips, tours, videos, FAQs, virtual community, newsletters and competitions. The organization reviewed several aspects in order to motivate and attract young travellers. Generation Y is considered as internet generation. Youth members of generation Y have a powerful sense of autonomy and independence. Therefore, the organization effectively implemented online marketing strategy in late 1970s to attract the young individuals. The company website is very popular with its specific niche market as they provide key information about several tour packages and services. The organization is popular among its target audiences. According to the young target audiences, the organization provides unforgettable travel experience. Contiki promises that the organization will help the customers to discover different cultures and meet with new individuals from all over the world. Effective value creation and lead management strategy helped the organization to fulfil the demand of target audiences. According to a survey, the travellers are motivated to experience different things from their home environment. The organization has successfully developed superior value for its target customers. Rigorous understanding of motivation and needs helped the organization to attract young travellers in the highly competitive global marketplace. Major objective of the brand manager of Contiki is to build meaningful and strong bonds between the organizations and its target customers. The executives of the organization used to share several travel stories to captivate and inspire the target customers. These stories avail several common themes, such as fun, adventure and feel good factor. These stories are arbitrated from several travel videos that feature on several social networking sites and company website of Contiki. The organization incites their users to share the gravel experiences. According to the travellers, the organization provides customer oriented products and services to grab significant market share in this competitive global market place. Conclusion Contiki is one of the leading Australia based travel and tour organizations. The organization provides coach tour facilities to the young customers. The organization is very much popular due to several differentiated products and services. Contiki is a significant example of an organization that has developed superior value to the target customers. Question 2 Contiki tour is an Australia based organization that offers holiday and travel packages to several domestic and international customers. Introduction The organization effectively tried to create value for customers through several key marketing strategies and activities. It is true that the organizations need to develop unique strategies in order to sustain in the competitive global market place. This part of the essay will discuss about the marketing activities that have been practiced by Contiki to create value f ...Show more


The case study discussed about the marketing strategies that have been implemented by Contiki Australia in order to offer superior value to the target customers. This answer will determine the images that are portrayed by Contiki to the target audiences. …
Author : keeblerlilla
Marketing strategies being implemented by Contiki Australia essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the case study on your topic
"Marketing strategies being implemented by Contiki Australia"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Management and Marketing Strategies
The organization of the award is the responsibility of KPMG Company and The Business Times with support from other institutions such as Singapore Business Federation and International Enterprise Singapore amongst others. The sponsor of the award is OCBC bank; every year the award recognizes 50 companies considered most enterprising in terms of economic growth and support of the Singapore economy, the companies are then given extensive media coverage in The business Times and other related media.
12 pages (3000 words) Case Study
Marketing Strategies of McDonald's
The marketing strategies and marketing plans that McDonald's Corporation uses is also looked upon at great details. The report also contains some of the new marketing techniques that McDonald's Corporation has started using in order to further strengthen their position in the market.
12 pages (3000 words) Case Study
Communication or marketing strategies
A company has a business objective to achieve and to give it firm shape the organisation develops a business plan. Part of the business plan deals with the communication strategies of the firm which is delivered through marketing, advertising and promotional campaigns.
11 pages (2750 words) Case Study
Marketing Strategies of Starbucks
From the data complied by the management professionals at Allegra, it is expected that the "UK branded coffee chain market now has an estimated turnover of 1.3bn a figure that is forecast to double over the next decade, as the total number of stores in Britain reaches 6000" (Ferrell, 105,2008).
4 pages (1000 words) Case Study
Marketing Communications Strategies
Marketing has moved from customer acquisition (winning new customers) through customer retention (keeping customers for life) towards customer selection (dumping unprofitable customers while selectively seeking and keeping the more profitable ones).
12 pages (3000 words) Case Study
Marketing Strategies Case Study
My organization is LAP Health and Beauty Pvt Limited and the product is a healthy breakfast substitute called LAP. It is an organic, low fat and high protein diet component for everyone. The organization is in Sydney whereas the manufacturing plan is near soybean plantation.
12 pages (3000 words) Case Study
Marketing Strategies of Coca-Cola
The focus of the book is to show via any organization what marketing is, how this organization uses marketing strategies and techniques, why marketing is essential to Coca-Cola and how its use of marketing has changed and will change in the future. The task of writing marketing strategies of a global company is as challenging as the work of writing a big book, particularly when the author is known for her vigorous research and has made her mark in the American Business Schools and in Business institutions in Asia.
14 pages (3500 words) Case Study
Various marketing strategies
The product/service differentiation visions and strategies of SIA render interesting insights in planning elements and offer comparative viewpoints into product/service differentiation for the industry as a whole. SIA is strategically positioned in the premium segment of the global airline industry on service, quality and value market parameters.
8 pages (2000 words) Case Study
Marketing strategies
In can be observed that Equal developed strong advertising strategy that exceeded all its competitors in the industry. For example in 1988, Equal spends twenty five billion dollars on
2 pages (500 words) Case Study
Marketing strategies analysis
The major reason behind this strategy was ensuring that it got back its profits quickly by ensuring that only high-end people purchased the commodities. If an interested person decided to visit the company’s websites, he or she
4 pages (1000 words) Case Study
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us