Report on Consumer Behaviour: Intrepid Travel's Marketing Strategies

This report delves into the consumer behaviour analysis for Intrepid Travel, a global adventure tour operator, focusing on two specific tour packages: a seaside tour in Bali, Indonesia, and a cultural experience in Malaysia. The report identifies and discusses the features of the target market segments for each tour, differentiating between demographic and psychographic characteristics, including income levels, family size, and lifestyle. It evaluates the effectiveness of using celebrities in promotional strategies, suggesting Dwayne Johnson for the Komodo tour and Jackie Chan for the Best of Malaysia tour. Furthermore, the report explores the concept of consumer socialization and recommends various marketing communication strategies, such as social media, television advertisements, print media, vouchers, and YouTube promotions, to effectively reach the target audience. The report also assesses the marketing efforts for both tour packages, emphasizing the need for distinct strategies tailored to each tour's unique characteristics and target market.

Consumer BehaviourConsumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
01. Identification and discussion on features of targeted market segment for both tours...........1
02. Evaluation of effectiveness use of celebrities in promotions................................................3
03. Concept of consumer socialisation and recommended marketing communication strategies
.....................................................................................................................................................4
04. Assessment of tour packages for marketing efforts..............................................................5
CONCLUSION................................................................................................................................5
REFERENCES ...............................................................................................................................6

INTRODUCTION
Consumer behaviours is a type of research on the reaction on a used or unused product
and service of people, personal experience, response on promotions, decisions regarding to
purchase of products needs and demands related to a particular product are involved in this
(CONSUMER BEHAVIOUR. 2017.). It is a significant element of production, marketing, sales
which can help to a company or manufacture to develop strategies and process accordingly. This
report is based on the Intrepid Travel is a largest group of the world which organise adventure
tours to provide an extreme experience to those which are interested in to adventures trips. This
company is planning to make a tour (11 days) for sea side location (Sanur, Bali) in Indonesia to
provide a view of ethnic culture of the country and wild life. Second tour is for Perhentian Island
and real life experience staying with a local family in Kualalumpur. This report will provide
features of target market for both tours and it will also describe effectiveness of using celebrity
for promotion to attract people towards the tour. After this, it will provide explanation of
consumer socialisation and marketing communication strategies targeting to adults.
TASK
01. Identification and discussion on features of targeted market segment for both tours
As Intrepid Travel company is working for adventures tours and they have declared two
tours for Malaysia. Both are having some specific features which supports to the organisation to
attract traveller towards it. Some of the market segments are here which are targeted by special
features of tours;
Source: Bases of Market Segmentation.
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Illustration 1: Market segmentation.

Komodo and Flores
Market Segment Features Activities
Demographical
segmentation (Age
18-25 )
Wildlife experience Walk in rainforest
Newly wed couples feel of culture, black beaches, home stay
experience in cone shaped house
Sunrise view Mt Kelimutu's
and travel in Riung
Students Komodo lizard dragon safari Learnings about Tribes of
Bena's
Best of Malaysia
Market Segment Features Activities
Psycho graphic
segmentation
(people lives
luxurious life)
It will provide a luxury feel of local
transportation and view of all Melaka.
Taman Negara national park and
Perhentian Island.
Kota Bharu silversmiths and kite art
Back seat travelling in
Trishaw in Melaka
Swimming in the Island can
provide a luxurious feel to
people on tour
Activity to provide learnings
on Kite art
Foodies Malay home stay
Penang travel
It will provide a luxury feel to
stay at locales home and
chance to taste food
It is a walking tour which
provide an opportunity to taste
to local food
Comparison in tour plans
Basis of comparison Komodo and Flores Best of Malaysia
Income level Lower level of income Higher level of salary paid
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people
Area Focused on rural area Covering urban area in tour
Family size and marital status Single Couples
Social class Middle Higher
Lifestyle Simple Leisure
Age 18-25 age group 25-40 age group
Price Lower costing Higher costing
Experience Adventurous Luxurious
Source: Market Segmentation.
Above presented table has shown comparison in the both tour plans, Komodo tour is
designed for those which wants to feel adventure in their life and Best of Malaysia tour is
developed to deliver an enthusiastic experience of luxuriousness of the country to tourists.
02. Evaluation of effectiveness use of celebrities in promotions
It is prior to attract more people towards the tour which can help to the Intrepid to get an
appropriate number which they have decided for tours. Promotion through celebrities has
potentials to deliver on their demands. Evaluation of the celebrity promotions for both tours are
under here;
Evaluation basis Evaluation
Type of celebrity For the adventure tour in Komodo beaches organisation has to use those
types of celebrities which are famous for adventure and action which can
help to them to appeal to youngsters. So they have to use Dwayne
Johnson (The Rock) he is appealing for youngsters and as well as famous
also.
Features for their
participation in the
promotional strategy
Action stars are having a image in the market which can deliver a
message in the targeted customers that this tour is having all the qualities.
It helps to tourists to trust on their work which can help to the company to
increase their number of candidate on the tour (Farr‐Wharton, Foth. and
Choi, 2014). Dwayne Johnson is a appealing star and he has a huge fan
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following which can be supportive in the promotional strategy in the
Komodo tour of Intrepid.
Their effectiveness Dwayne Johnson is having a world famous personality because of
Hollywood and he is also a WWE superstar and he will be most effective
for the company.
Evaluation basis Evaluation
Type of celebrity For Best of Malaysia tour Intrepid has to use a Hollywood level superstar
like Jackie Chain because he is a famous personality with a positive brand
image among the people. It will help to target couple and families because
these customers groups takes safety and security in the first in their
priorities.
Features for
promotional strategy
Jackie can be a brand image for this tour which can help to entrust people
on the company by the help of superstar.
Effectiveness He has a positive image in the market and people which can be a cause
for people to trust on the company and take a leisure and comfort feel on
the tour.
03. Concept of consumer socialisation and recommended marketing communication strategies
This concept is generally used for children to provide them learnings for products and
services which can help to them to be a better consumer in the future. Most of these types of
learnings are given by parents of a child but it is also based on the observation skills of the child
that how and where from he get the knowledge about best kind of product to purchase (Barile,
Saviano. and Caputo, 2014). As in the Komodo tour most of the people which are targeted are
youngsters and many of them are those which are going first time on a tour so it is essential for
them to take a proper knowledge of tour which can help to them to evaluate tours features to get
better services. In the tour of 'Best of Malaysia' most of the people which are going on this tour
are couples and families. Many of families are having children so it is essential for their parents
to educate them properly to produce them a better customer.
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Marketing communication is essential for the company which can help to the company to
gain a proper number of tourist in a quick time (Ratten, 2014). Here are some the marketing
communication strategies for the Intrepid travel company;
Social media: It is a most effective channel to communicate with targeted customers so thje7y
have to make a Facebook page where they have to post about their tours which can help to them
to generate curiosity.
Television advertisement: It can be used by the Intrepid which can help to the company to
communicate with a large number of people in a while. It is most suitable for the company but it
can put a huge cost burden on the organisation.
Print media advertisement: It is a traditional method which cab help to the company to make a
better change in the communication. Company can promote the both tour in the news papers and
magazines.
Vouchers: Company can provide discount vouchers in the market by making a collaboration with
another successfully working organisation which can help to them, to increase number of queries
for tours.
YouTube: It is a most used site in the world and advertisements on this site can provide enough
clicks on the tours from different people.
04. Assessment of tour packages for marketing efforts
Both tours are having significant response from market because they are having a huge
difference in their appealing factor so it is essential for the company to make separate marketing
strategies for the tours (Vivian Amasiatu. and Hussain Shah, 2014). Komodo Tour is having
adventures activities and its targeted to the youngsters so company has to use social media
marketing which can help to them to attain their objectives. For the Best of Malaysia they have
to use print and electronic media which can help to the company to communicate with their
targeted customers. Both tour packages are having some specific qualities which can help in then
marketing purposes of the company,. It can help to the organisation to gain a better market
position and as well as brand image in their targeted market.
CONCLUSION
The above presented report has been concluded about the marketing strategies which can
be used by the company. Selection of the marketing strategy has potential to determine the
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success of the tour of the organisation. Celebrities promotions are the current requirements of
each and everey organisation and it has a huge potentials to make changes in the brand image
and product positioning in the target market. Market segmentation is a prior thing which has used
by the intrepid to make markets in their both tours.
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