Repositioning projects
Competition surrounding the hotel and tourism industry remains intense and the need for clear product positioning is crucial to ensure valuable marketing funds are utilised wisely. Correct product positioning will identify the benefits available to the guest, highlighting the products' qualities and in turn providing a sense of satisfaction for all consumers.
Successful repositioning will highlight all available unique selling points, emphasising various points of difference of a product compared to its competitive set. Geographic and demographic markets will emerge as new opportunities not necessarily considered before. Repositioning of any product requires all stakeholders to instigate a dedicated activity that requires an objective look into their own business to investigate the actual consumer and trade perception both within its existing markets and those desired markets not actively using the product.
Creation of a brand pyramid, corporate philosophy, vision statement and setting core values is a process of involvement best conducted by employees, management and owners.
Never static, product positioning is a long term agenda item requiring review normally incorporated into a timeline of two-year increments. Tactical public relations campaigns and advertising supporting the desired product position will assist to reinforce the long term perception. Accurate depiction of the product is the key to long term success, avoiding consumer dissatisfaction which can spiral quickly into damaging negativity at both industry and consumer levels if found to be misleading.
Consumers will relate more so to the actual services as opposed to the perception. Identifying consumer profiles prior to all initiatives will ensure all efforts are beneficial in achieving the correct appeal. This will in turn distinguish the product from its competitive set.