Scottish Golfing Holidays

By Tanmoy Das Roll- 34 PGDRM: 2010-2012 IISWBM

Brand Name- Scotland Golf

Product Description
Scotland - a historic place of culture, sports and serene natural beauty. Scotland is a place associated with history: best estimates say that golf was being contested here 100 years before Columbus discovered America.

The Scotland Golf offers some of the best championship golf courses in the world, to suit every budget and ability. Scotland golfing holiday delivers you the essence of golfing and travelling both, hand to hand. Apart from golfing, Scotland offers you the magnificence of the historic towns and villages and picturesque fishing ports. Scotland comes up with Scotland Golf, golfing tours, golfing vacations, golfing breaks and golfing packages.

Scotland Golf itineraries offer you an opportunity to relax and enjoy the exquisite Scotland. All of this and more are here for you if you care to venture on a Scotland golfing holiday! Scotland Golf offers you with different itineraries, to satisfy your requirements with suitable budget line. And undoubtedly, Scotland Golf helps you in experiencing the grandeur and magnificence of golfing and travelling in an unified way. Scotland Golf packages are mainly categorised into: Special offer packages. Perthshire packages. Highland packages. Ayrshire packages. Angus packages. Fife packages. Winter golf break packages. Premium Packages.

Package Duration: 1night to 7nights. Cost: 105 to 1925 per person. (Approx.)

Accommodation: Royal-Dunkeld, Birnam-Guest-House, Atholl-Arms, CherrybankInn, Murrayshall, Birnam-House, Kinnaird-Guest-House, Thistle, Beechwood-GuestHouse, Anchorage, Horizon, Turnberry, Arrandale, Craws-Nest, St-Andrews-Bay, Old-Course, Kirkton-Barns, Rusacks, Queens, Windsor, Columba, Claymore, Aviemore-Highland-Resort.

Courses:

Aberfeldy,

Alyth,

Alyth-Glenisla,

Alyth-Strathmore,

Blairgowrie-

Rosemount, Blairgowrie-Lansdowne, Craigie Hill, Crieff Ferntower, Dunkeld, Gleneagles-Kings, Gleneagles-Queens, Gleneagles-PGA-Centenary, King James V1, Taymouth-Castle, Murrayshall, Murrayshall-Lyndoch, Pitlochry. Ayr-Belleisle, AyrSeafield, Brunston Castle, Troon-Darley, Dundonald, Girvan, Glasgow Gailes, IrvineBogside, Kilmarnock-Barassie, Troon-Lochgreen, Prestwick, Prestwick-St-Cuthbert. , Prestwick-St-Nicholas, Royal-Troon, Troon-Portland, Turnberry-Ailsa, TurnberryKintyre, Western-Gailes, Ballumbie Castle, Carnoustie Buddon, Carnoustie Burnside, Carnoustie-Championship, Downfield, Letham Grange Old, Monifieth Ashludie, Monifieth Medal, Panmure, Brora, Golspie, Royal-Dornoch, Dornoch Struie, Tain, Alness, Fortrose and Rosemarkie, Inverness, Torvean, Loch Ness, Nairn-Dunbar, Nairn, Forres, Moray-New, Moray-Old, Elgin, Cullen, Grantown-on-Spey,

Abernethy, Boat-of-Garten, Kingussie, Newtonmore.

Package Includes: bed and breakfast, comfortable accommodation based on two people sharing an en-suite twin or double room, number of rounds in golf course as mentioned in the itineraries you select, golf pack also contains course directions, maps, and local information.

Optional Extras: Airport pickup and course transfers, dinner, bed and breakfast, Self-drive car or van hire and sightseeing tours.

The price of the packages depends on date of travel, numbers in party and whether you wish to stay in a 3 star guest house, or 3, 4 or 5 star hotel, high season, midweek or weekend. With Scotland Golf you will get everything you need to enjoy an unforgettable Scottish golf vacation, including accommodation, green fees, land travel and any extras you may require.

Identifying the Target Audience through Market Segmentation

We need to identify the potential customers of this new brand of holiday packages. A market analysis is required to be executed in order to understand the wants and demands of the target audience when they are buying this holiday packages. Using the various categories of segmentation we can form segments which we can target according to their geographic, demography, psychograph and behavior. Geographic Segmentation It is for people mainly tourists who are coming to Scotland from different parts of the world. Demographic Segmentation Market is to be divided on the basis of demographic factors like age, family size, income, social class. We will concentrate on consumers belonging to age group 35-70 who are earning and has the tendency to enjoy vacations at different time of the year to relax from their work and spend lot of money on their leisure activities. Packages will be based on number of persons in the family. People earning around Rs. 15 lakhs or US$ 35000 or 20000 Euros and above per annum and belonging to middle upper and upper upper class are to be targeted. This is mainly because of the cost that offers premium quality of service.

Psychographic Segmentation Psychographic segmentation will be done on the basis of lifestyle. Customers who spend large amount of money for their leisure and want to show off their status. Members of different community centers and social clubs will also make up our customer group. Customer group will include people who do not comprise their spending for high quality services.

Behavioral Segmentation Behavioral segmentation will be done on the basis of occasions, benefits, loyalty status and attitude. Occasions mainly like vacation are of primary importance to the company. Although there is no such fixed time when the customer will find leisure to enjoy these holiday

packages but still different packages will designed such as spring and winter packages. Through different products different benefits will be offered to customers. The company will identify the loyal customers and offer them discounts and special services. Target group will only consist of those who like to play golf.

Sender is the company .Message, communication channels are explained. Recievers are based on the segmentation of the market.

MESSAGE
The message that will be promoted is Because There Is More to Golf This message is aimed to have a rational appeal to all those people who need relaxation of mind and soul and will not hesitate to pay high price for service of uncompromised quality. In this world filled with busy professionals who need to relax in order to overcome stress and tension will find these holiday packages ultimate for their leisure and passion. This is what the message will speak of.

Communication Channels
Opinion Leaders The main opinion leader for these holiday packages will be a program that will be telecasted on TLC which is a lifestyle channel. Various features of the packages will be recorded along with their demonstration on the presenter from the channel. Since high end customers that are being targeted follow this channel, television can turn out to be the ultimate tool for

promotion. Also tie ups will be established with nearby resorts and multi-star hotel owners to be the opinion leaders for the holiday packages. Organizers of seminars on tourism can be good opinion leaders about this holiday packages. Tourist agents in different parts of the world working for tourism in Scotland can spread their judgment which can influence the customers. Opinion Formers Internet bloggers in social networking sites, reporters and critics of reputed tourism magazines and newspaper editions will be given invitation to test and review the services. A website www.scotlandgolf.com will be launched where people will blog about various qualities they desire in a spa, best services they have come across, criticize the services of this brand and customize their own packages from a large number of features that will be made available in the website. The website will contain all the information the surfers need in order to stay updated with every bit of news from the company regarding its new packages, locations of golf course and hotels and other information. Selection of newspapers and magazines will be based on market research to assess their power to influence people.

Communication Tools
The main purpose of this communication will be to target upper class customers. Promotion will start off with internet advertising especially in tourism sites. Print advertising will be done in tourism magazines, business magazines and newspapers along sponsoring seminars on tourism to create initial awareness. Membership will be offered to those visiting the site and they can avail discounts on products if they can convert their friends into members by sending invitation through email. As explained before potential consumers will be asked what they like about the features and why. Constant monitoring of consumer reaction will be done to develop new strategies and for improvement of the product. Advertisement in television and billboard advertising near airports, other resorts and multi-star hotels will be carried out. This will be done to target customers visiting these places. Brochure, booklets will be distributed along with posters to tourism companies and also to different community centers and social clubs where upper class people interact. Brand loyal customers will create a wordof-mouth which will be one of the most important part of the promotion. Additional features will be included in the packages for early booking of the holiday packages.