Marketing Management: Target Marketing, Loyalty & Business Growth

This case study analyzes the effectiveness of target marketing through market segmentation and integrated marketing channels in influencing customer loyalty, particularly within the context of the Australian Tourism Commission (ATC). It discusses how ATC uses strategies like trade marketing, consumer marketing, and collaboration with tour operators and airlines to promote Australia as a tourist destination. The study highlights the importance of understanding consumer attitudes, promoting Australia as a safe destination, and using branding campaigns to attract travelers. Effective market segmentation, focusing on groups like young independent travelers (YITs), allows ATC to tailor its marketing efforts and promote the city life, lifestyle, and adventure activities available in Australia, ultimately aiming to drive business growth and enhance economic conditions. The case study concludes that marketing is crucial for promoting products and services, and ATC's strategies are vital for attracting travelers and fostering economic development.

MARKETING
MANAGEMENT
1

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8
2

INTRODUCTION
This essay will be identifying and analysing the effectiveness of target marketing through
market segmentation and integrated marketing channels which can also influence customer
loyalty. The essay will outline the business growth and evaluation of various sectors. The report
will be discussing the marketing strategies and channels that will be used by ATC for making
Australia a popular destination that can gain travellers attention and will also reflect how the
strategies can support in enhancing the economic conditions and growth of companies.
MAIN BODY
Over the years, Australia is one of the liked holiday destination of UK which is rapidly
getting attention of a greater number of travellers. The destination have been getting attention
due to the diversity of travel destination, beaches, rainforests, city lifestyle, adventure and
outback. The surge in demand of travelling to Australia has been supporting in enhancing the
economic conditions of UK (Adams, Freitas and Fontana, 2019). While the attention of travellers
to Australia is increasing, on the other hand Australian Tourism Commission (ATC) have been
facing challenges as well where they can face issues related to the alternative that are available to
the customer for other countries. The purpose of developing ATC was to promote Australia as
international tourism destination which will be helpful in increasing the number of visitors
which can also enhance the economic conditions of Australia.
Loyalty marketing is the approach followed by companies through which they can
encourage customers in making repurchase that will bring various advantages to the company.
This strategy is helpful in attracting existing and new customers through which business growth
and development can be fostered. The company follows various marketing strategies through
which they can built customer loyalty and create a lasting customer experience (Kotler and et.al,
2019). Talking about ATC, the authorities focus on communicating the values, offering quality
customer service, connect through attractive content and this will be helpful in attracting tourist
at larger number.
Integrated marketing is strategic approach of combining communication channel through
which an interactive user experience can be delivered. This helps in ensuring all messages and
strategies are delivered by making consistent use of marketing channels which will be helpful in
meeting customer demands that will support in creating customer loyalty. With the help of
3

integrated marketing communications, this can be helpful in driving various benefits to
consumers and business, such as- reduced marketing cost, increases credibility, increases recall
and purchases, helps in reaching audience and also support in targeting the segmented audience.
In consideration with ATC, the authorities are following trade marketing to target organization
and consumer marketing to directly target travellers. ATC is also working closely with tour
operators, such as- STA, USIT, Trailfinders and airline companies, such as- Qantas and
Singapore Airlines through which they can target and enter the Australian market which is based
in UK (Kotler and et.al, 2021). In order top develop key consumer publications, this supports
ATC in providing information to customers through which they can attract more customers
which will also increases the popularity of Australian destination which will also improve the
economic condition of Australia and UK.
The Australian Tourist Commission (ATC) offers information which can be availed by
customer through which customers can gather information about the services that are offered and
how this can be helpful in attracting more tourists. The authorities are offering information that
can gathered by customers where the information can be gathered with the help of annual
travellers guide and consumer website i.e., australia.com. ATC shares information of the
products and services through such mediums which helps them in promoting the tourism
activities that are offered in Australia though which the destination can be promoted which will
be helpful in attracting more number of tourists. In order to market and promote Australia as
popular destination, ATC makes use of publications which acts as the primary approach of
providing information to customers (Lepkowska-White, Parsons and Berg, 2019). Trade events,
news letters for industry partners are also the common marketing strategies that are followed by
ATC to promote Australia as a holiday destination through which they can also drive growth of
companies that are operating ion hospitality and tourism industry and will also support in
fostering customer loyalty through which companies can create a loyal customer base.
It is the role of marketers to understand the attitude of consumers through which ATC
can derive interest into some form of actions. Australia is promoted as safe destination for people
who are travelling for the first time and such marketing and targeting strategies are performed
with the help of different channels through which the destination can be promoted and this will
also help in motivating people from the selected market segment. By promoting Australia as safe
4

destination for first time travellers, this helps in gathering attention of customers which will also
support in the growth of companies and overall economy.
The Brand Australia is one of the campaign which was organized in a number of
marketplaces of Europe. In order to promote the travel and tourism activities in Australia, this
campaign made effective use of branding which supports them in effective positioning process.
The brand was communicated as the optimistic, colourful and free-spirited strategy through
which the marketing strategy can be effectively positioned and will also support in promoting the
destination through which travellers can be attracted. This will also support in convincing
existing and new customers which will be helpful in building a loyal customer base and will also
enhance the tourism activities in Australia and overall UK that will support in developing the
economic conditions (Panchenko and et.al, 2020). The brand campaign promoted various
tangible product benefits that will be helpful in offering quality customer experience through
which the companies can create a loyal customer base to exiting and new travellers to the
destination.
In order to target the market more effectively, ATC develops a message that needs to be
promoted and will be reflecting the aspects of Australia (such as- city life, lifestyle, food, wine,
culture sports facilities, party places, events and festivals) which will drive customer interest and
expand the customer base of customers through which the employment opportunities and
economic conditions at the destination can be promoted. The effective marketing strategies of
ATC supports the company in creating potential rewards that can support them in understanding
the potential customers through which they can target selected market and perform strategies
through which they can lead to higher traveller interest and engagement for the specific
destination.
The cultural diversity and experience in Australia can be helpful in creating various
opportunities for targeting young travellers. In order to target young customers, ATC takes
benefit from various marketing strategies where they post images from Sydney, Paralympics
games and other grand celebration which has been hosted in the city and such events can bring
the opportunity of attracting customers through which the growth and economic value of
destination can be enhanced (Park, 2020). This helps in creating significant growth of Europeans
through which the market share in international tourism can be increased which can be an
outcome of business growth and loyal customer base.
5

Marketing management is the organizational discipline which focuses on practical
application of marketing orientation, techniques and methods which helps in managing
marketing resources and activities. It is considered as the discipline which supports in building
brand image that will be helpful in promoting Australia among travellers and can promote the
destinations and it facilities that can be availed by customers (Parsons and Lepkowska-White,
2018). The approach of marketing management is helpful in promoting the business, products
and services by planning various activities and campaigns through which attention of audience
can be gathered. In case of ATC, the authorities will be promoting Australia as the destination
via the brand campaign in which they are focusing on the promoting the activities and city life
that can be explored by travellers while visiting Australia.
In order to maximize the efficiency of marketing efforts of ATC, the company focuses on
classifying the target market into various groups, which are- independent adventures aged 25-34
which acts as primary market, young independent traveller (YIT) which is the secondary market
that is based on people which are between the age 18-24. The other market segment which is
followed for classifying that target market are independent adventures which involves people
who are between the age 45-65. In order to target the segmented market, ATC will be focusing in
young independent travellers who are the people from secondary market. Such people belongs to
the age group of 18-24 which will be an advantage for the authorities and personnels of ATC
making use of interactive and engaging content through which they cab drive attention of such
market segment by promoting the destination and the facilitates and activities that can be
explored by the travellers.
ATC will be promoting the city life, lifestyle of people in Australia, adventure, fun
activities and other travel activities that can be experienced by YIT travellers while visiting
Australia where they can ensure quality and memorable experience. As YIT travellers focus on
affordable trips and arrangements, it becomes easier for ATC to promote the products and
service which can be helpful in ensuring effective positioning of service that can be availed by
traveller while visiting Australia (Pencarelli and Forlani, 2018). Such positioning and selection
of market segmentation strategies supports ATC in planning and targeting the market segment in
more interactive manner through which they can engage in economic growth and development.
In order to understand the consumer demands and to position the products and services in
more effective manner, ATC evaluates the opportunities that can be gathered from the market
6

development of YIT's which will also support in attracting more number of travellers to the city
lights and to see the other tourist attractions. The positioning strategy and marketing channels
used by ATC are the medium to influence travellers to experience the fun and activities that can
be encountered while visiting Australia.
CONCLUSION
From analysing the above essay, it can be summarized that marketing is on of the crucial
functions which is performed by companies through which they can promote the products and
services. As the marketing strategies helps in promoting products and services, this can be done
through various approaches that can gather customer attention and support companies in meeting
their targets and maximize their profitability. As travel and tourism is gaining attention and in
order to promote Australia, the ATC will be focusing on targeting young group of people
through which they can attract customers which will be helpful in attracting more number of
travellers by promoting the activities and services that can be availed by travellers while visiting
Australia. ATC makes use of various approaches, such as promotions through engaging content
and interactive photo of events that has been organized ion the country through which they can
get the attention of travellers that will assist in economic development and economic growth.
7

REFERENCES
Books and journals
Adams, P., Freitas, I.M.B. and Fontana, R., 2019. Strategic orientation, innovation performance
and the moderating influence of marketing management. Journal of Business
Research. 97. pp.129-140.
Kotler, P and et.al., 2019. Marketing Management: 4th European Edition. Pearson UK.
Kotler, P and et.al., 2021. Marketing management: an Asian perspective.
Lepkowska-White, E., Parsons, A. and Berg, W., 2019. Social media marketing management: an
application to small restaurants in the US. International Journal of Culture, Tourism
and Hospitality Research.
Panchenko, V and et.al., 2020. Energy-efficient innovations: marketing, management and law
supporting.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Parsons, A. L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Pencarelli, T. and Forlani, F., 2018. The Experience Logic as a New Perspective for Marketing
Management. International Series in Advanced.
8