Question

A travel service has hired you to develop a marketing strategy for a vacation package. The company wants to offer different packages to different social classes. Develop a complete package and marketing strategy for each of the following: the upper class, the middle class, and the working class. Be sure to discuss (1) services offered (including destination, accommodations, and so on), (2) pricing, (3) the advertising message, and (4) media targeting. Summarize the key differences among the three marketing strategies.

Answer 1

The requirements of travel packages will be different for different class of the society. The upper class people will be looking forward for long, luxurious vacation plans whereas the lower class needs an affordable and quick vacation. The needs of middle class are somewhere in between these two, wherein, up to an extent they look forward for luxury, but at a budgeted cost. While working for a travel service, the marketing strategy is to be set such a way that it attracts different classes of the society and cater to their needs.

                While considering the upper class, their destination plans could mostly include vacation spots abroad and also exotic places within the country. The kind of accommodation they prefer will be not less than a minimum 5 star hotel will premium class facilities, spa and pool facilities, etc. While considering the places abroad, they could include places of significance with a unique identity for that place. For example, if the country selected for visit is India, then in India, Kerala is a state famous for Ayurvedic spas and resorts. According to the kind of vacation that the clients are planning, a custom travel package can also be provided according to wish of the client. The pricing range will be premium with all facilities inclusive along with cost of local travel modes. The target segment is upper class, therefore the target media for the display of advertisement could be malls, business channels, social media, national and international TV channels, premium magazines and newspapers etc. The message that should be conveyed is that apart from business trips, there are options to travel and refresh themselves at many exotic spots.

                In the case of lower class people, the service offered should be affordable. Economical as well as short packages are what lower class seeks for. The destination should be within the country as lower class people won’t find it suitable to visit other countries with their financial status. The accommodation should also be in affordable at the same time quality assured hotels or even motels can also be an option. Basic facilities are what they expect out of an ideal accommodation. Pricing should be within the budget and just like that of the upper class, a customized holiday package can be provided for them under their budget. The advertising should convey the message that vacations and break from the mundane life is not just for upper class people. Even with limited money, you can plan and enjoy your dream vacation. The target media should be through news papers, hoardings, TV ads and also social media. Local bars and restaurants can also display the advertisement.

                For the middle class people, a mix of both these vacation plans can be taken to satiate their needs. They look forward for both abroad as well as locations within the country. So both spots can be taken for consideration. The accommodation could be provided in hotels of 3 stars or 5 stars or even could be upgraded as per the requirement of the client. Pricing of the package should not be on the high end, but should not be very low also. The aimed demography is mainly working class with a fixed monthly income therefore the target media should be newspapers, TV advertisements, magazines, social media etc. The message that should be conveyed is that amidst their busy schedules with job, they also have the right to enjoy trips to various locations of their preference.