Discover Canada Tours
In this project for my Applied Marketing Class, along with my partner, I crafted a marketing strategy for Discover Canada Tours, focusing on their "Extraordinary Experiences" travel packages. The process included conducting consumer behavior research, performing product research, and analyzing customer feedback through surveys. The strategy aimed to enhance the brand's positioning and reach within the luxury travel market.
Role
Marketing Strategist (College Project)
Goal
Develop a comprehensive marketing strategy for Discover Canada Tours
Result
Consumer Behavior Research, Product Research, Customer Survey, Marketing Analysis
Situation:
Discover Canada Tours offers premium travel packages targeting mature and sophisticated travelers interested in unique experiences across destinations like British Columbia, Alberta, and Yukon. The goal was to better understand their target market’s needs and behaviors to enhance their marketing strategy, particularly for the "Extraordinary Experiences" package.
Task:
Conduct consumer behavior research to identify key motivators for the target audience.
Perform product research to understand how "Extraordinary Experiences" stand in the competitive landscape.
Design and implement a customer survey to gather insights on travel preferences and behaviors.
Analyze the gathered data to craft a comprehensive marketing strategy for Discover Canada Tours.
Action:
Consumer Behavior Research:
Conducted an in-depth study to understand the demographics, psychographics, and behaviors of luxury travelers seeking customized, high-quality travel experiences. Identified external influences such as social media and travel influencer content that stimulate the need for such premium services.
Product and Market Research:
Analyzed the "Extraordinary Experiences" travel package by comparing it with similar offerings from competitors like Hello Fresh, Good Food, and Chef to Table. Evaluated pricing, customization options, and target customer profiles.
Customer Survey:
Created and administered a customer survey using Microsoft Forms to capture insights on what motivates potential customers to purchase luxury travel packages. Key survey findings included a strong preference for travel packages offering customization and exclusive experiences.
Comprehensive Marketing Strategy:
Based on the research and survey results, I developed a marketing strategy that emphasized the unique selling proposition (USP) of "Extraordinary Experiences"—offering personalized, once-in-a-lifetime travel experiences. The strategy included recommendations for content marketing, social media campaigns, and leveraging customer reviews to build trust.
Results:
Successfully delivered a marketing strategy based on data-driven insights, which was well-received and appreciated by the instructor. The project provided a clear direction for Discover Canada Tours to enhance its marketing efforts and better align with its target audience’s preferences.
