Report on Marketing Strategies for Yarra Valley Tourism, University

This report provides a marketing analysis of the Yarra Valley tourist destination, identifying the target market as primarily interstate and international tourists, including students. The report highlights the various attractions that draw visitors, such as Bunjil Place, Domaine Chandon, and Funfields Theme Park. It also delves into the demographic profiles of the target audience, including single-income and double-income households, and those seeking luxurious experiences. The report discusses the collaborative marketing strategies employed by Yarra Valley, working with organizations like Visit Victoria and Tourism Australia to increase its reach. The report emphasizes the importance of the diverse experiences offered, from food and wine to scenic nature, and the use of tactical marketing strategies to enhance branding. The report also references the digital platforms and visitor services model that caters to the needs of international students, and references the literature used.

Running head: MARKETING OF YARRA VALLEY
Marketing of Yarra valley
Name of the student
Name of the University
Author note

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MARKETING OF YARRA VALLEY
Table of Contents
Target Market.............................................................................................................................3
Targeting Strategy......................................................................................................................4
References..................................................................................................................................6

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MARKETING OF YARRA VALLEY
Target Market
The target market for the tourist destination would primarily be the interstate tourists
along with the international students. Yarra Valley have a great deal of the attractions like the
Bunjil Place, Diamond Valley Railway, Domaine Chandon, Eltham North Adventure
Playground along with the Funfields Theme Park that can draw a large number of tourists
(Visityarravalley.com.au., 2020). The domestic visitors would act as the target market for the
popular tourist destination as they would be able to drive easily to the place that can increase
the aura of the tourist spot. There exists a large number of single income no kids along with
the double income no kids and they can visit the place for the purpose of relaxation. Australia
have a high migration rate and the ethnic diversity of Melbourne is increasing at a steady
pace. Victoria is instrumental for the growth of Australia and the people are moving to the
Melbourne from the overseas that can account for the popularity of the tourist spot (Deepak
& Jeyakumar, 2019). The people who would be targeted are the people who enjoy a
luxurious lifestyle and have a progressive mindset. They are forward thinking and they want
to discover the new experiences with the help of travelling. The people who are curious and
technologically active would be the ideal target market for the Yarra Valley
(Visitmelbourne.com., 2020). The people in the urban areas who have the action-packed
social schedules would be targeted who have the desire of enjoying the freedom. The market
segment for the tourism destination would be the regional mid-life households of Victoria
who look for the indulgent accommodation so that they can involve themselves in relaxation
and reflection. The interstate market of the NSW look for the escapes having the good quality
food and the wine and they would be drawn to this place. The international students of the
United Kingdom, USA along with Europe would act as the target market of the popular
holiday destination. Yarra Valley have increased the visitor engagement on the digital
platforms that can attract the international students from across the world (Kotler et al.,

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MARKETING OF YARRA VALLEY
2017). Yarra Valley have developed the visitors services model that have catered to the
needs of the international students coming from various parts of the world.
Australia is one of the popular study abroad destination that has market value of more
than 5 million AUD. There are people who want to gain the high quality of the education and
they visit the country so that they can take the advantages of the educational opportunities in
the country (Kotler et al., 2018). The international students who enrol for the various
courses in the universities of Australia can be the target market of Yarra Valley. There are
reputed schools within the region that have set the high standard for the academic
performance. The local students along with the staff creates the welcoming environment for
the overseas students which can help in increasing the popularity of the region. The place
have various agents that can provide the service for the overseas students. The facility for the
homestay accommodation are provided to the students
Targeting Strategy
Yarra Valley adopts the collaborative marketing strategy and it works with various
kinds of the organisations that have helped in extending reach of the resources (Armstrong et
al., 2018). It have helped in attracting larger audiences to the place and augmented the
popularity of the tourist destination. It have helped the place in attracting domestic market of
the Melbourne along with Victoria that have helped in attracting the interstate along with the
international visitors. Yarra Valley works closely with the Visit Victoria along with the
Tourism Australia that have been instrumental in increasing the popularity of the place within
Australia. The cooperative marketing strategies have been adopted that have helped in
increasing the popularity of the place. Yarra valley offers the visitors diverse kinds of the
experiences which stems from strengths in the food, wine along with the scenic nature. The
tourism destination holds the unique position in hearts of the visitors for the range of the
product that is offered to the people. The new market leaders have leveraged the proximity to

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the markets that can help in drawing large number of people (Liu & Chou, 2016). It have
provided the distinct competitive advantage to the place that have catered to the needs of the
domestic along with the international markets. It have helped in providing the tourists with
the memorable experiences that have provided visitors with the additional incentives that
have made the visitors choose the place as the preferred destination.
The tactical marketing strategies have been adopted by the place that have proved to
be helpful for the place in the area of branding (Kiráľová, 2018). The place possess food
along with the drink stores that have helped in providing the relaxation to the people visiting
the place. The tourist destination have the wineries, craft breweries along with the beautiful
rooms that have helped in providing the rejuvenating experiences for the tourists. The people
can discover the charming mountain villages along with the historic gardens that have helped
in increasing number of visitors to the place. The people gets the opportunity of meandering
through the myriads of the vineyards along with the restaurants that have provided the
enjoyment to the people. The people can immerse themselves within the food along with the
drink experience that have helped in the area of marketing for Yarra Valley. The tourist
attraction spot provides the top-end luxury that is instrumental in rejuvenating the souls of the
tourists who travel to the place. The visitors can enjoy the nature-based experiences that
makes them gather to the Yarra Valley. The lead attractions have played a significant role for
stimulating the primary visitation that have created the way for the secondary visits to the
other business. There exits network of the unique boutique shopping along with the cosy
cafes that have increased the number of the visitors to the place. It have helped in attracting
the international visitors from China, Malaysia, Indonesia along with New Zealand.

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References
Armstrong, G. M., Kotler, P., Harker, M. J., & Brennan, R. (2018). Marketing: an
introduction. Pearson UK.
Deepak, R. K. A., & Jeyakumar, S. (2019). Marketing management. Educreation Publishing.
Kiráľová, A. (2018). Sustainable Tourism Marketing Strategy. Sustainable Tourism:
Breakthroughs in Research and Practice: Breakthroughs in Research and Practice,
183.
Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017). Marketing for hospitality and
tourism.
Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing
management: an Asian perspective. Pearson.
Liu, C. H. S., & Chou, S. F. (2016). Tourism strategy development and facilitation of
integrative processes among brand equity, marketing and motivation. Tourism
Management, 54, 298-308.
Visitmelbourne.com. (2020). Yarra Valley and Dandenong Ranges, Victoria, Australia.
Retrieved 10 February 2020, from https://www.visitmelbourne.com/regions/yarra-
valley-and-dandenong-ranges
Visityarravalley.com.au. (2020). Visit Melbourne's Yarra Valley - Official Site. Retrieved 10
February 2020, from https://visityarravalley.com.au/