Marketing Strategies for Scooby Tours: Segmentation, Targeting, Positioning, and Marketing Mix

Marketing & Management
Scooby Tours
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Marketing & Management 1
Contents
Introduction......................................................................................................................................2
Segmentation, Targeting, and Positioning.......................................................................................3
Segmentation...............................................................................................................................3
Targeting......................................................................................................................................4
Positioning...................................................................................................................................4
Marketing mix strategy....................................................................................................................5
Action plan.......................................................................................................................................8
The justification for the appropriateness of each strategy.........................................................10
Product strategy.....................................................................................................................10
Price Strategy.........................................................................................................................10
Place Strategy........................................................................................................................11
Promotion Strategy................................................................................................................11
The justification for the appropriateness of action plan............................................................12
Monitoring and control..................................................................................................................13
Budget........................................................................................................................................13
Key Performance Indicators......................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Marketing & Management 2
Introduction
The report is based on the case study of Scooby tours that came into existence in the year 2017
December. The company is operating its current operations in Queen Street, Auckland CBD.
Scooby Tours provide the offers to the customers for a day tour from Auckland to the movie set
of Hobbiton via Waitomo Caves and Great Lake Taupo. The report includes the marketing
strategies that the company should develop in order to achieve the market objective of the
company and to improve the business performance.

Marketing & Management 3
Segmentation, Targeting, and Positioning
Segmentation
It is a process of dividing a broad consumer or business market into the sub-group of the
customers. The segmentation is divided into the demographic, geographic, psychographic and
behavioral (Hanlon, 2018). Segmentation of the Scooby Tours are discussed below: -
(Source: Hanlon, 2018)
 Demographic: -. Scooby tour provides day tour packages to the adult, children, teenagers
and the youth who mainly visit the Auckland or staying in the city. The company doesn’t
divide the market on the basis of gender as they offer their services to both male and
female irrespective of education and religion. The company also segment the family size
who visits the place.
 Psychographic: - There are many people who believe in lifestyles and interest. Scooby
tours segment those customers who have interest in tours, value it and believe that taking
a tour is the part of their lifestyle.