Marketing of Yarra Valley Assignment Report

Running head: MARKETING OF YARRA VALLEY
Marketing of Yarra valley
Name of the student
Name of the University
Author note

MARKETING OF YARRA VALLEY
1
Table of Contents
Target Market.............................................................................................................................3
Targeting Strategy......................................................................................................................4
References..................................................................................................................................6

MARKETING OF YARRA VALLEY
2
Target Market
The target market for the tourist destination would primarily be the interstate tourists
along with the international students. Yarra Valley have a great deal of the attractions like the
Bunjil Place, Diamond Valley Railway, Domaine Chandon, Eltham North Adventure
Playground along with the Funfields Theme Park that can draw a large number of tourists
(Visityarravalley.com.au., 2020). The domestic visitors would act as the target market for the
popular tourist destination as they would be able to drive easily to the place that can increase
the aura of the tourist spot. There exists a large number of single income no kids along with
the double income no kids and they can visit the place for the purpose of relaxation. Australia
have a high migration rate and the ethnic diversity of Melbourne is increasing at a steady
pace. Victoria is instrumental for the growth of Australia and the people are moving to the
Melbourne from the overseas that can account for the popularity of the tourist spot (Deepak
& Jeyakumar, 2019). The people who would be targeted are the people who enjoy a
luxurious lifestyle and have a progressive mindset. They are forward thinking and they want
to discover the new experiences with the help of travelling. The people who are curious and
technologically active would be the ideal target market for the Yarra Valley
(Visitmelbourne.com., 2020). The people in the urban areas who have the action-packed
social schedules would be targeted who have the desire of enjoying the freedom. The market
segment for the tourism destination would be the regional mid-life households of Victoria
who look for the indulgent accommodation so that they can involve themselves in relaxation
and reflection. The interstate market of the NSW look for the escapes having the good quality
food and the wine and they would be drawn to this place. The international students of the
United Kingdom, USA along with Europe would act as the target market of the popular
holiday destination. Yarra Valley have increased the visitor engagement on the digital
platforms that can attract the international students from across the world (Kotler et al.,