Backpacking in New Zealand (Assessment 2)

This document discusses the buyer decision process, product value, total product components, and promotional activities in the context of backpacking in New Zealand. It explores marketing strategies, customer behavior, and provides references for further reading.

Running head: MARKETING
Backpacking in New Zealand (Assessment 2)
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Table of contents
Task 1.........................................................................................................................................2
Task 2.........................................................................................................................................2
Task 3.........................................................................................................................................3
Task 4.........................................................................................................................................4
References..................................................................................................................................6

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Task 1
The first time zone of the buyer decision process is customer behaviour. The initial
stages of purchase consists of searching for the required product, which results in the
formation of different perceptions. The buyer decision making process starts with the
realization of an unmet need. Viio and Grönroos, (2016), opines that the typical component
of this step is the cost benefit risk analysis, which helps the customers in mapping the risks,
which might act as an obstacle in the process of making the purchase, like investing in the
services of “hop-on and hop-off” in the Kiwi experience. Identification of the gaps in
marketing the services for the coach operators adds an interrogative parameter to the future
prospect of the hop-on and hop off services in case of the backpackers. In this, Manova and
Yu (2017) highlights the different time constraints for the backpackers aggravates the
complexities in undertaking the decisions.
This is followed by the process of information search, which enhances the knowledge
about the bus services. Upon logging into the website of the Kiwi experience, the
backpackers would get to know about the different services, which they can avail. Flexibility
in the services adversely influences the purchasing decision of the clients and the customers,
that is, the backpackers. This flexibility, in turn, is assistance in terms of evaluating the other
modes of transport, which would be a prospective one for fulfilling their needs. Mention can
be made of the options provided in the pass for the bus services with all the details, easing the
decision making process. Typical example of this is the validity, informing the clients about
the expiry dates of the bus services. As per the opinions of Guinot, Evans and Badar, (2016),
this is something, which is beyond the expectations of the customers in terms of the benefits,
they can achieve by investing in the services.

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Task 2
A product attains totality when it delivers adequate value to the clients and the
customers. Within this, the focus is on ensuring that the promises are kept regarding fulfilling
the expectations of the customers. In case of the Kiwi experience, advertisements are
conducted for promoting the offers to the clients in their exact form and nature. Segmentation
is conducted in terms of catering to the needs, demands and requirements properly. Mention
can be made of the target audience, backpackers, belonging to the age group of 18-30 years,
hailing mainly from UK, Germany, Ireland, North America, Australia, China and Korea
(Kiwiexperience.com, 2019). Availing the options of hop-on or hop off provides enough
opportunity to the backpackers in terms of customizing their tours. Investments in this
direction results in the process of value generation from both sides.
Presence of adequate options in the pass adds to the shelf life of the services.
Promotion of the services through the social media places it in the maturity stage in the
product life cycle. Instead, it can be said that consideration of the price sensitiveness is an
agent towards creating value within the purchase experience. Minimal operation costs is an
attempt towards influencing the purchasing decisions of the backpackers. The skills and
personalities of the bus drivers of the tour operators are revised. Typical evidence of this lies
in the month long training programs, where the trainers are assigned the responsibility of
improving and upgrading the skills (Kiwiexperience.com, 2019). This training lays a good
foundation to the bus services, adding value into the investments for touring in the threshold
of New Zealand.
Task 3
The components of the total product are goods, services, ideas, experience, people and
places. In case of the Kiwi experience, one of the important product consideration is that of
the experience, which the customers receive by investing in the service. For example,

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interactive sessions are conducted with the drivers for influencing the purchasing decision of
the backpackers. Involving them in the business process and strategies are assistance in terms
of influencing their purchasing power and decision. Mention can be made of the recovery
strategies, which helps in modifying the aspects, which generate disinterest among the
passengers. As per the arguments of Liu and Park (2015), typical evidence of this lies in the
consideration of risk assessment exercise, which helps in mapping the impact on the business
operations as well as the customers’ needs.
Third party service providers are accounted as one of the efficient and effective
resources for assessing the alliance with the backpackers during the tour. Intra-alliance
between the backpackers generates teamwork, which results in the production of quality
services. Quality within the bus services is effective in terms of generating value for the
money invested by the clients and the customers. One of an important aspect in this direction
is that of the internal marketing, where focus is laid on the receiving regular updates from the
back office staffs. Incorporating of Total quality management proves beneficial in terms of
generating unique value proposition for the services (Yu and Wong, 2015). Tests and
experiments of the services seems beneficial in terms of averting the instances of straining the
budgets by accommodating the unsuitable passengers, like those travelling with children.
Task 4
People are the most important product component in case of the companies and
organizations like Kiwi experience. For this, the services needs to be of high quality in order
to attain customer satisfaction. Promotional activities of advertising is a productive option in
terms of the expanding the scope and arena of the business. Conducting meetings with the
directors is assistance towards generating innovative and creative ideas for increasing the
sales revenue and profit margin. Developing budgets in the meetings proves beneficial for

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seeking an insight into the current status of the resources and the additional resources
required (Hsu, Chen & Liu, 2016).
Once the information related to the promotional offers are disseminated to the
backpackers, the investment process starts. Consideration of the social media and email
marketing is assistance in terms of increasing the trafficking of the audience towards the
brand image. This step is conducted after collecting the feedbacks from the customers
regarding their needs, demands and requirements. Astorne-Figari, López and Yankelevich,
(2019) argues that this sequence is apt for aligning the outcomes with the identified and
specified objectives.

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References
Astorne-Figari, C., López, J. J., & Yankelevich, A. (2019). Advertising for consideration.
Journal of Economic Behavior & Organization, 157, 653-669.
Guinot, J., Evans, D., & Badar, M. A. (2016). Cost of quality consideration following product
launch in a present worth assessment. International Journal of Quality & Reliability
Management, 33(3), 399-413.
Hsu, F. J., Chen, Y. C., & Liu, T. Y. (2016). Investment Performance of Intangible Assets: A
Further Consideration of Product Safety and High Compensation. Journal of Applied
Finance & Banking, 6(3), 25-37.
Kiwiexperience.com (2019). About us. Retrieved 18th April 2019 from
https://www.kiwiexperience.com/
Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product
websites. Tourism Management, 47, 140-151.
Manova, K. and Yu, Z., 2017. Multi-product firms and product quality. Journal of
International Economics, 109, pp.116-137.
Viio, P., & Grönroos, C. (2016). How buyer–seller relationship orientation affects adaptation
of sales processes to the buying process. Industrial Marketing Management, 52, 37-
46.
Yu, C., & Wong, T. N. (2015). A multi-agent architecture for multi-product supplier selection
in consideration of the synergy between products. International Journal of Production
Research, 53(20), 6059-6082.