Marketing Principles: Strategies for Dandenong Ranges Promotion

This report outlines a marketing plan to promote the Dandenong Ranges as a tourist destination, emphasizing strategies to attract both local and international visitors. It proposes leveraging the Dandenong Market's cultural diversity, offering fresh produce, and providing unique shopping experiences. The plan includes enhancing branding, organizing events and festivals, celebrating multiculturalism, and offering attractive vacation packages. The report suggests using visual cues, street art, and affordable packages, along with partnerships to expand the tourist base. It focuses on retaining existing customers, attracting a broader audience, and encouraging longer stays and increased spending by implementing effective marketing and advertising practices. The report references various sources to support its recommendations and strategies for successful promotion.

Running head: MARKETING PRINCIPLES
Marketing Principles

MARKETING PRINCIPLES 2
How group would promote Dandenong ranges as a tourist destination
Dandenong ranges is a tourist destination that serves both local societies, as well as people, live
in Melbourne’s south-east as well as Gippsland, Dandenong Market is a regional center for
trading in which, an individual come together for shopping, eat, and connect. This tourist
destination can provide the opportunity to both local and international students to participate in
an authentic experience of shopping. It can showcase the cultural diversity, provides fresh,
affordable, and unusual produce and products have a higher appeal towards a broader base of the
customer (Dandenong Ranges, 2019).
This destination can provide prudent investment in marketing and advertising practices that aims
for retaining the existing customer base, appealing for the higher audience as well as influences
consumers for further areas. The purpose of promoting Dandenong ranges as a tourist destination
is to motivate more consumers for spending more, stay longer as well as, enjoy what the market
has to provide (Victoria, 2019).
Group can promote the Dandenong ranges by developing the clear as well as strong brad trading
hours, offers, positioning as the global market in Melbourne, as well as, unique selling points
(USPs). It would also promote this destination by emphasizing on visiting family as well as
friends in the region. Traders would be sourced who reflect the positioning and values of the
brand. It involves enhancing the associated promotional techniques as well as recruitment
procedure (TripZilla, 2019).
Group will organize more events, festivals as well as offer more entertainment such as
community celebration, as well as expanding the cultural events and celebrations for the
community. Group can develop the initiatives of activation as well as organize the event in

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partnership with grower companies in order to celebrate the seasonal produce as well as locally
grown products (Yang, & Wall, 2016).
The group would celebrate the multicultural fabric in the context of the market in order to attract
this tourist destination. For this, the group will focus on telling the stories about the market and
our group would both pictorially as well as orally promote the Dandenong ranges through visual
cues, signage as well as street art. The group would also provide attracting packages for
Dandenong ranges to visit in a culturally diverse community and will also provide offers related
to street food. The group would also use secure sponsors for theme days in order to make sure
that ongoing financial viability for these practices. They would also make partnerships with other
attraction in this region in order to influence consumers from outside the areas (Shah, & Wani,
2015).
Group will provide awesome Dandenong Range vacation trip packages at the affordable rates. It
can also provide the ranges of offers such as saving $150 for accommodations or get stuck into
that minibar. It can also provide the packages on a lower price within 24 hours of booking. It
would provide the opportunity to the customer for refund in case of any difference (Lumsdon,
2016).

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References
Dandenong Ranges. (2019). Dandenong Ranges Tourism Network. Retrieved from:
https://www.drtn.org.au/
Lumsdon, L. (2016). Marketing for tourism. USA: Springer.
Shah, S. A., & Wani, M. A. (2015). Application of geospatial technology for the promotion of
tourist industry in Srinagar City. International Journal of u-and e-Service, Science and
Technology, 8(1), 37-50.
TripZilla. (2019).10 Best Attractions of the Dandenong Ranges. Retrieved from:
https://www.tripzilla.com/best-attractions-dandenong-ranges/43451
Victoria. (2019). About Victoria. Retrieved from:
https://www.visitvictoria.com/information/about-victoria
Yang, L., & Wall, G. (2016). Planning for ethnic tourism. UK: Routledge.