It will break down the barriers of elitism and the fear of trying out new activities.
1-B. TARGET MARKET: The market segments of the company are outdoor enthusiasts, gym members and family & non-active members. However the premium customers of AL Fresco are outdoor enthusiasts. Therefore, the key message is directed towards them.
These targets will help the Al Fresco Show to establish and maintain its present market leadership position by consistently offering better experiences. Appropriate marketing initiatives must be used to achieve these targets.
1. New – market strategy via niche marketing: To attract the niche market of Birmingham and West midlands the marketing efforts in these areas will focus on increasing outdoor enthusiasts and families. Al Fresco will distribute leaflets and group tickets outside schools and universities to attract sports lovers. In addition to this, door offers and tokens will be distributed to attract families.
3. Geographical expansion strategy via E-marketing: People from faraway places will be targeted on websites and global media. The theme behind the E-marketing will be “spend your vacations with us” which will motivate them explore the new adventure. They will be provided with travel advice so that they can plan their vacations in UK and have a memorable trip with Al Fresco.
1. Brand leadership will be built via aspiration marketing of the specialist areas: the specialist areas of Al Fresco show are diving, canoeing climbing, and mountain biking. Cristiano Ronaldo will be used for marketing these sports. In addition to this, outdoor enthusiasts can enjoy “world theatre” visitor experience where leading celebrities will share their experiences and achievements.
2. Customer intimacy via CRM and membership loyalty: Customer “database” will be developed to record the customer behaviour and experiences. Based on that record, regular customers will be given all the benefits and facilities so they can