Marketing Concepts Project - Kiwi Experience Analysis

This marketing project examines the application of marketing concepts within the context of the Kiwi Experience, a tour operator catering to backpackers in New Zealand. The project analyzes the buyer decision process, highlighting how the company identifies and addresses customer needs through customizable tour options and a focus on customer experience. It delves into the concept of the total product, including product considerations, product layers, and components, with emphasis on the importance of factors like driver/guides and price sensitivity. The project also explores product considerations such as positioning, classification, and variability. Furthermore, it breaks down the product components of Kiwi Experience, encompassing services, ideas, people, place, and experience, emphasizing the importance of each in delivering customer satisfaction and a valuable product proposition. The project highlights the company's strategic focus on creating memorable experiences and maintaining a competitive advantage through a deep understanding of consumer behavior and effective marketing strategies. The project is a solution for the assignment provided on Desklib.

RUNNING HEAD: MARKETING CONCEPTS
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Marketing Concepts
Student Name
4/16/2019

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Table of Contents
Task: 1 First Time Zone of the Buyer Decision Process...........................................2
Task: 2 Total Products...............................................................................................3
Task 3: Product Considerations.................................................................................4
Task 4: Product Components.....................................................................................5
References.................................................................................................................6

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Task: 1 First Time Zone of the Buyer Decision Process
Buyer decision process is start with consumer needs that is to be satisfied and to
influence them to proceed with the buying decision by analyzing the alternating available in the
market. The first time zone includes purchase behavior of buyer, at this time consumer is looking
at the product that satisfies their wants. Looking into the Kiwi experience, the product offered by
the business is of tour bus operator mainly to backpacker segment and offer hop-on hop-off
service to the backpackers. In relation with buying process decision, customers follow a series of
steps to take the decision whether to buy a product, or postponed the decision for future. Kiwi
Experience provide a customize products by recognizing the need of different backpackers and
offer 25 pass options with a unique product name and feature. Then from that buyers evaluate all
the options through sufficient information that is by cost benefit analysis of the service and then
made a final decision whether to choose a tour or not.
In this segment the main point of focus is the experience of the customer and their
expectations. As fulfilled expectations and memorable experience leads to customer satisfaction.
Kiwi experience work on identifying the customer needs and believes that interaction between
back stage staff and customers is the best way to know the needs and to satisfy their expectations
from the tour. For fulfilling that purpose internal marketing is used that ensure the organization
should follow customer centric approach that help in providing quality service to the customers
and communicate the value proposition effectively in order to attain customer satisfaction.

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Task: 2 Total Products
The concept of total product includes product considerations, product layers and
product components. All these parts concentrate on the developing and offering a product to the
customers in a manner that fulfil their expectations and needs. The nature of the product depends
on the market research and efforts of the market practitioners. Kiwi Experience provides a full
range of products to their customers by making their product customizable as per the needs and
wants of the target market. The total product consideration for the Kiwi Experience includes
Hop-on hop-off product that means backpackers have the flexibility to take tour continuously in
one journey other option is hop-on and off that provides an option to backpackers to break the
tour according to their need and expectation. By considering the customer needs the company
offer different ranges and customise their tours as per the demand to deliver what customer
expected. Price range for their product varies from $109NZ to $1845NZ. Kiwi Experience
recognizes the need of their backpackers segment and makes the product price sensitive rather
than concentrating on augmented luxuries. Keeping in mind their product quality, the company
started appointing driver/guide (DG) that is a key factor of their success and comes under total
product. DGs are a major part of the product and influence backpackers to come out of their
comfort zone and being the part of fun and adventures. The total product of the company is
comprise of customize options, flexibility in tours, price sensitivity, DGs and the value
proposition by the company that is expected by the customers during the journey or tour.

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Task 3: Product Considerations
Product consideration includes the characteristics of the product that should be considered
by marketing manager in order to design and develop the product as per the market audit.
Understanding the characteristics of the product is essential for satisfying the customer needs.
The e-book provides typical product considerations that a marketing practitioner has to consider
are:
In perspective of marketing practitioners the implications of these product
considerations are; firstly product is classified on the basis of convenience, shopping, specialty
and seminal or durable and non-durable product. This product classification is an important
aspect for marketing practitioner to select the category of product. Product positioning includes
communicating or brings awareness about the product to best satisfy the needs of targeted
customers and this helps the company to build its brand image in the market by making strong
doing strong product positioning. Under product consideration, product desirability is the
suitability of using the product which differentiates the product in the market place as necessity
for the customers or as luxurious. Product variability is changes in the quality of high services
because different people have different skills and their experience also varies so product
variability is an important consideration in view of marketing practitioner. Product involvement
includes the contact of person in delivering services to satisfy the customer some products are
delivered on time, require skills and perceived by the buyers in different way.
Product Positioning Product
Classification
Product
Uniqueness
Product
Desirability
Product Variability Product
Involvement

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Task 4: Product Components
Product is made up of several product components that are the goods, services, ideas,
experience, people and place. The core product for an organization consist of three material
components that are goods, people and place and other components are non-material that include
services, ideas and experiences. To understand the concept of product components the example
of Kiwi Experience is taken. This company’s product consists of services, ideas, people, place
and experience. The importance of each component is perceived differently by the customers
some may give importance to the services, some will give importance to experience that they
gain from the product.
Kiwi Experience major components in its product are place and people than only the
business will operate. Place is the most important aspect in tourism sector, to plan a tour a place
is needed and people are the important element of place so firstly these two components are
important for Kiwi Experience and then ideas, services and experience that helps in retaining the
customers and delivering product value proposition. To ensure customer satisfaction the Kiwi
Experience focuses on creating new ideas like DGs and customizes pass options then offering
qualitative service through full involvement and then maintaining their customers experience at
the highest level by fulfilling their expectations. In Kiwi Experiences has delivered the valuable
services to the customers by providing them memorable experiences through their unique ideas.
There are number of key factors that contributed in success of the company as they always focus
on improving the quality of the total product and maintained a competitive advantage. The most
important aspect in marketing is to make the customers satisfied by fulfilling their expectations

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by analyzing their needs from the market and making marketing strategies by understanding the
consumer behavior.
References
Fanning, S. (2019, April 19). The marketing concept. Retrieved from the marketing concept :
https://www.themarketingconcept.com/