Branding and Marketing Strategy for Sundarbans Jungle Camp Tourism

This case study analyzes the marketing strategies for the Sundarbans Jungle Camp, focusing on target audiences, positioning, and website improvements. The study identifies youngsters and middle-class families as key target groups due to their interest in adventure and quality family time, respectively. The positioning statement emphasizes exploring the Bengal tigers' natural habitat, aiming to attract tourists and support the local economy. The analysis critiques the existing website's lack of appealing visuals and comprehensive information, suggesting improvements based on successful ecotourism websites. The study concludes by highlighting the potential benefits of tourism for both visitors and local communities, emphasizing the importance of sustainable practices and cultural understanding. Desklib offers solved assignments and past papers for students.

Running Head: MARKETING
SUNDARBANS TOURISM
Marketing
Answers
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MARKETING 1
Positioning Statement
After exploring all the data associated with the Sundar bans jungle camp, the best
positioning statement must be “Explore the world of Bengal tigers in their living
environment”. People living in this area are totally dependent on the agriculture and resources
from the jungle for their living hood. Converting this jungle camp into one of the best tourist
place will offer a helping handle to this section of the people (Dennen, 2011). Therefore, it is
very critical to choose a target audience for this idea. After segmenting all the possible target
audience, it can be said that youngster and family members must be the main target of this idea.
One of the best aspects which form this youngster target audience unique from others is their
love for adventures because these people will be in the age group of 18-26 and this age is
considered as the exploring age in which people learning through observing from the things
which are happening around their surrounds. In addition, these sections of audience do not have
any high expectation in this zone as compared to high-income people which are more attracted
towards luxury facilities and also this tour can offer them an education in the natural habitat of
wild animals (Hellings et al., 2017). Another target will be the middle-class family group
because these people are spending a lot of time in working and are looking for something special
which can make them feel united and caring for each other by leaving their busy life behind in
order to explore the beauty of forest camp. These sections of people are very friends and have no
objection to adjusting in an average kind of facilities related to their living. In order to enjoy
adventure and happiness these two sections of the audience are ready to pay a good amount
which can help local people in generating income.
Basic appeal/ message to attract the target audience
The basic appeal to attract target audience will be the understanding the difficult life of
animals related to their ecosystem and develop a strong love for them (Lee, Wright O’Connor, &
Wombacher, 2014). This message will also help in developing a caring feeling in the heart of the
target audience and they will stop buying those products which are being extracted by hunting
these wild animals and more numbers of people will start visiting this zone.

MARKETING 2
Benefit/promise related to travelling
This type of tour will offer many type of benefits to the traveler while visiting this place
such as this will offer them real-life education associated with forest life. In addition, this tour
will offer them experience to understand the culture of people living in the forest which is
important from the social point of view.
Target group
Two target groups have been selected for this idea, one is youngster which are looking
for something adventures and thrilling and other is middle-class family which is looking for
enjoyment and want to spend quality time with their family members. As, Sundar bans jungle
camp is not offer a lot of facilities to host their visitors, therefore these target audience will be
the best choice for this tourism because their demand will be low related to hosting facilities as
compared to excitement and joy of living in forest culture (Varjú, Suvák & Dombi, 2014). Also,
it will be easy for the local guide to meet their expectation as compared to the people from the
higher background. This will be the best opportunity for the local people from a strong
relationship with the visitors and generate a good income from their visit.
Provided tourism site does not feel appealing as compared to other forest reserve sites
because this site is not able to display an attractive message which forms the backbone of this
tourism. In addition, this site is not able to display an image of other animals which can generate
a trigger in the potential visitor to visit this place (Konecnik & Go, 2008). In addition, the outline
frame of the site is also old fashion and will not be able to generate the customer base because if
we cannot display what we want then, we must not associate any kind of hope expect from that
particular thing. In addition, this website is not focusing on the animals which can bring life to
this website such as tiger, wild deer, crocodile and so on. This website also lacks a lot of
information which can provide proper information about the tour and can generate trigger of
visiting this particular site in the mind of the potential customer. One of the example sites of this
kind is of conservation international which is full of all appealing features that can attract
tourism (Conservation international, 2019). Another best example is website of eternal arrival in
which they have displayed the experiences of the visitors on their front page which provides
them additional appealing feature (Eternal arrival, 2019). Another example is website of Every

MARKETING 3
steph in which they have continued their appealing feature with the help of images which seems
real as compared to other website in the context of forest culture along with other basic
information (Everysteph, 2019).

MARKETING 4
References
Conservation international. (2019) Our work [online]. Retrieved from:
https://www.conservation.org/Pages/default.aspx
Dennen, V. P. (2011). Facilitator presence and identity in online discourse: Use of
positioning theory as an analytic framework. Instructional Science, 39(4), 527-541.
Eternal arrival. (2019). Eternal arrival [online]. Retrieved from:
https://eternalarrival.com/travel-blog/best-ecotourism-destinations/
Everysteph. (2019). Green and glamourize travel [online]. Retrieved from:
https://www.everysteph.com/top-ecotourism-destinations-in-the-world/
Hellings, P. W., Fokkens, W. J., Bachert, C., Akdis, C. A., Bieber, T., Agache, I., ... & Lund,
V. (2017). Positioning the principles of precision medicine in care pathways for allergic
rhinitis and chronic rhinosinusitis–A EUFOREA‐ARIA‐EPOS‐AIRWAYS ICP
statement. Allergy, 72(9), 1297-1305.
Konecnik, M., & Go, F. (2008). Tourism destination brand identity: The case of
Slovenia. Journal of brand management, 15(3), 177-189.
Lee, H., Wright, K. B., O’Connor, M., & Wombacher, K. (2014). Framing medical tourism:
an analysis of persuasive appeals, risks and benefits, and new media features of medical
tourism broker websites. Health communication, 29(7), 637-645.
Varjú, V., Suvák, A., & Dombi, P. (2014). Geographic information systems in the service of
alternative tourism–methods with landscape evaluation and target group preference
weighting. International Journal of Tourism Research, 16(5), 496-512.