Effective Target Marketing & Long Term Customer Loyalty Analysis

This case study delves into the effectiveness of target marketing through market segmentation and integrated marketing channels in fostering long-term customer loyalty and driving growth, particularly within the tourism sector in Australia. It highlights the significance of marketing management in optimizing resource utilization and attracting customers in a competitive landscape. The study analyzes how companies like British Airways and TUI utilize strategies such as STP (Segmentation, Targeting, Positioning) and integrated marketing to enhance their market position. It emphasizes the importance of understanding customer needs through demographic, psychological, behavioral, and geographic segmentation to offer customized services. The analysis also covers the role of integrated marketing strategies in delivering unified information and building trustworthy relationships with customers, ultimately leading to increased sales revenue and sustainable growth. The case study concludes that effective target marketing and integrated marketing channels significantly contribute to customer loyalty and overall organizational success in the tourism industry.

Marketing Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysing effective target marketing via segmentation & integration marketing channels
impact formulation of long term m customer loyalty & driving growth in different
organizational contexts................................................................................................................1
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing management is concerned with having proper discipline n that focuses on
application of marketing orientation, techniques and method so that optimum utilization of
resources can be done to attract higher number of customer. In the current era, competition has
inclined which require firm to pay attention on developing relevant marketing management so
that higher competitiveness can be derived. The current study is based on target market
segmentation in Australia which is considered to be one of the highly desirable destination for
UK travelers. The current study will focus on identifying and evaluating how effective target
marketing through market segmentation and integrated marketing channels impact the
formulation of long term customer loyalty and drive growth in different organizational contexts.
MAIN BODY
Analysing effective target marketing via segmentation & integration marketing channels impact
formulation of long term m customer loyalty & driving growth in different organizational
contexts
There are different kinds of situation which impact the decision-making procedure of company.
Marketing is one of the crucial component which impact the functioning of organization by
affecting its position in sector. The one of the significant role-played by marketing strategies is
to offer clarity in business process through taking crucial steps so that higher reliable and
relevant information can be derived to implement significant course of action in turn profitable
situation can be created (Camilleri, 2018). Marketing plays an important role in influencing the
operational practices which are conducted to make the service qualitative in turn greater
trustworthiness among customers can be created. In the tourism sector, it becomes essential for
the companies to share relevant information with customers as play important role in affecting
the economic growth &development of country.
The tourism companies play crucial role in development of country so that higher level
of support from government is obtained to conduct smooth functioning. Marketing helps in
getting loyal customers who highly like and prefer using certain products and services offered by
particular brand only. There are several kinds of functions which are played by marketing
strategies that helps the firms operating in tourism sector to achieve sustainable position in
sector (Proserpio and et.al., 2020). The set of actions which is basically executed by the
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organizations' marketing techniques involves promotion, selling, product management, pricing,
spreading information to customers, financing and distributing.
From the evaluation of the provided case study it can be identified that in tourism sector
there are several components which are required to be taken into consideration in order to gain
attention of travelers. For this purpose having clarity of targeted audience becomes highly
important in turn meeting desirable position to influence clients in significant manner can
become possible. On the basis of the given information about the prevailing case of desirable
area of tourism it can be specified that it allows the companies to improve its marketing strategy
and audience experience, building good brand image so that loyal customer to particular kind of
service can be offered.
In addition to this, there are several numbers of areas which can be positively affected to
ensure that higher level of satisfaction is provided to customers so that loyalty & committed
characteristics can be derived. This can be properly exerted by the organizations in higher
effective manner via considering audience in an authentic &more meaningful pattern. To
achieve all such ability to gain the favorable impact on the prevailing performance of the
business using higher level of suitable strategy becomes crucial (Dolnicar, 2019.). For example-
BRIT British Airways is one of the successful organization that operates in the specified sector
through offering competitive edge to number of customers. There are different form of
marketing practice used by the business to have ability to attract particular form of audience by
using strategies like STP, marketing mix, digital marketing, etc. These all is permuting firm to
hold greater market share in industry in turn accomplishing objectives can become possible.
STP is major marketing technique that is largely used by number of companies
irrespective of their scale of operations in turn better productive scenario can be created. It is
related with segmentation, targeting and positioning in the market so that insights about the
prevailing competitive advantages of company can be shared with targeted audience.
Segmentation is related with diving the target market into the different kinds of the groups
which are approachable for meeting the organizational objectives so that higher profitable can be
offered (Garau-Vadell, Orfila-Sintes and Batle, 2021). There are distinct basis on the basis of
which targeting the customer for offering the service of traveling can be done in effectual
manner there are different forms basis which can be taken into consideration for targeting the
audience in particular mentioned sector. This involves demographic, psychological, behavioral
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and geographic. Different kinds of organization has distinct criteria for attracting the travelers so
that attaining ability to have higher profitable situation can be attained. This helps in
understanding needs of the clients so that customized and relevant type of service can be offered
to overcome prevailing circumstances. Australia as being one of the highly desirable tourism
place for the highlighted people possessing particular age group can permit the firms to derive
relevant approach to pay attention on corrective market.
Demographic segmentation includes paying attention on the age, sex, marital status, e
family size, educational level, income, nationality, etc. these permits to receive proper level of
clarity that which type of client is suitability for the offered services (Market Segmentation and
Targeting, 2022). In addition to this, behavioral segmentation involve having focus on the
attitude, habits, loyalty factor, etc. so that ensuring that proper level of information according to
their requirement can be given. Geographic basis is related with concentrating on the base of
their locations so that giving relevant understanding by sending location based ads which
involve focusing on the climate, etc kind of characteristics that can boost their attention towards
organization. The last type of the basis which is highly used to impact their decision-making
procedure regarding buying products or services. This is associated with psycho graphic
segmentation by having data of audiences' valuable insights such as motive, preferences,
requirements, etc.
These all can permit organization to have appropriate level of clarity so that
significant information to coordinate with changing circumstances by identifying relevant
factors. Attracting different age group which are referred as independent, young travelers,
adventurers, etc. can be properly done by having this into marketing procedure (Chen and Su,
2021). For instance — TUI is one of the highly demanded company which offers different kinds
of services to travelers through ensuring that higher level of profitable position in tourism sector
can be derived. The segmenting strategy which is used by the particular organization includes
emphasizing on younger & more family oriented people. This aids in identifying that specified
firm has given emphasis on the demographic & psycho graphic factor to achieve its objective of
being leading firm in sector.
Targeting in the marketing strategy is highly concerned with having right segments in
order to plan the effective promotional activities. Different kinds of firms pay attention on
distinct factors for targeting their customers so that better approach to uplift organizational
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performance in sector can be identified. Each type of enterprise possess distinct characteristics
which can provide assistance in having corrective form of customers so that possessing greater
loyal customers which can help in grow in competitive scenario can become possible. In the
tourism sector there are varied objectives, so become essential for the company to pay attention
on analyzing attractiveness of each segment so that higher beneficial group can be selected. For
instance- Booking.com is one of the operating in the tourism sector that is highly referred as
budget friendly organization which targets the segment having low funds for traveling. This
aids the organization to receive higher sustainable ability to attain greater customer who has
such kinds of preferences. Positioning part of the STP marketing strategy provides assistance to
creating specific image about company's service among customers as compared other brand
(Camilleri, , 2018). This is helpful on retaining higher capability to formulate brand image in
turn better productive functioning through achieving positive outcomes. Positioning permits to
provide information about its competitive edge to targeted audience in turn greater performance
& quality offering service offering image can be created.
On the basis of the provided information firm the case study it can be specified that it
helps in gaining clarity so that offering qualitative performance to customer can creative positive
image. Loyal customers are those who are habitual of using service of the particular brand
irrespective of other competitive trials. There are several benefits which can be derived by
organizations through having loyal customer via targeting corrective & reliable form of
customer (Sagić and Lakićević, 2021). Marketing via taking the mentioned approach can permit
the different types of organization to develop transparent & trustworthiness scenario in among
the buyers. It provides assistance to develop effective communication procedure between firm
and customers so that sharing proper information such as price, quality and other detailed
information can become possible. There are several forms of benefits which can be achieved by
organization includes customer acquisition & retention, reducing cost, improving brand image,
honest, reliable feedback, etc. These all can provides assistance gaining the significant
proceeding so that higher profitable position can be derived. On the basis of this it can be
interpreted that having such practices in the tourism sector can positively affect its position in
turn greater positive outcome like higher profitability, sustainability, loyal customers, etc can be
received.
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Integrated marketing strategy is related with delivering holistic, unified, etc kind of
information via using channel of promotion that allows customer to interact with brand There
are different kinds of benefits which can be received by particular organization in the mentioned
industry so that higher competitive edge to attract greater market share can be done properly.
Distinct enterprise has the different integrated approach of marketing which can lead business
to gain customers who are loyal & committed via building good relationship through ensuring
interactive communication procedure. For instance- Visit Britain is highly branded agency that
communicates with its targeted audience in higher positive manner so that overcoming
competition with global brands can become possible. The specified organization in respect to
ensure that most desirable place as per the case such as Australia visiting people can be highly
attracted via communicating with help of digital technology and integrated marketing strategy.
This provides assistance in retaining & attention both previous & potential customers
which allows to have higher sustainable position as compared to the other competitors. There are
basically four form of the marketing channels that involves direct selling, making sale through
intermediaries, dual distribution and reserve. On the basis of this, it can be interpreted that
having ability to attain & retain clients with marketing strategy can be exerted in effectual
pattern which aid sin driving growth (Cheng and et.al., 2022). The main reason behind having
positive impact from these on clients includes sharing information regarding competitive
advantages, etc which assist in receiving relevant ability to meet objective of having higher
profitable position in industry can be mentioned. This is possible for different organization due
to attaining capacity of combing effort across customer channels such as print media, internet,
etc that help in having loyal customers so that greater growth driving factors can be attained to
lead in sector.
With help of targeting audience and interested marketing channels, several kinds of b
benefits can be achieved which involve creation of trustworthiness in marketing, building good
relation with customers, higher sales revenue via having loyal & committee employees,
understanding lacking areas to make continue modifications to uplift performance, etc. This can
be interpreted that there are several forms of competitive edge which can permit different
organization to have economies of scale via understanding needs of customer so that customized
service can be offered.
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CONCLUSION
From the above report it can be concluded that marketing play crucial role in influencing
the customers via sharing information about the offered service. The currents study has involved
that segmentation & targeting helps in getting corrective for audience so that implementing
reliable action for training & retaining can become possible. It has given emphasis on integrated
marketing channels which provides assistance in communicating in reliable form so that growth
can be derived.
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REFERENCES
Books and Journals
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Chen, N. and Su, A., 2021, August. Analysis on the Core Concept of Integrated Marketing
Communication in Tourist Attractions. In The Sixth International Conference on
Information Management and Technology (pp. 1-5).
Cheng, C. and et.al., 2022. Study on the marketing of rural tourism destination based on the
internet perspective. In MATEC Web of Conferences (Vol. 355). EDP Sciences.
Dolnicar, S., 2019. Market segmentation analysis in tourism: a perspective paper. Tourism
Review.
Garau-Vadell, J.B., Orfila-Sintes, F. and Batle, J., 2021. The quest for authenticity and peer-to-
peer tourism experiences. Journal of Hospitality and Tourism Management. 47. pp.210-
216.
Proserpio, C. and et.al., 2020. The importance of segmentation in targeting new food products
enriched with winemaking by-products. In European Conference on Sensory & Consumer
Research.
Sagić, Z. and Lakićević, M., 2021. THE INTEGRATED MARKETING IN ORGANIZING
TOURISM ACTIVITIES. Marketing. 1009. p.2.
Online
Market Segmentation and Targeting. 2022. [Onine]. Available through:
<https://corporatefinanceinstitute.com/resources/knowledge/strategy/market-
segmentation-and-targeting/>
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