Market Positioning for Hayman Island Resort
Ethical marketing refers to the application of marketing ethics into the marketing process. It is a philosophical examination of marketing issues resulting in a more cultural and socially sensitive business community (Sharma & Sharma, 2014). Ethical marketing is a philosophy that informs all marketing efforts that seeks fairness, honesty and responsibility while advertising and promotions. It is a process that generates customer interest while building strong customer relationships. This report provides for an ethical marketing model used by Hayman Island. This report is prepared for the GRI. Global Reporting Initiative (GRI) is an international standard that helps organizations to understand and communicate impacts regarding issues such as human rights, climate change and corruption. Ethical business practice is important as the general public supports the companies that are more ethical and environmental friendly in nature. The marketing department of an organization plays a significant role in promotion of the company. Every organization must implement corporate social responsibility policies for promoting employee engagement. The ethical business practices projects the positive image focusing on public spotlight. The previous studies suggest that the companies practicing social and environmental practices. This paper analyses the marketing model where the market positioning and statement determines brand statement and brand positioning. A competitive analysis is conducted by assessing the market forces affecting hospitality industry. The target market is recognized based on the current and proposed activities (Sandve, Marnburg, & Ogaard, 2014).
Market positioning can be defined as a marketing concept that outlines the ways in which an organization must market its products and services. It is done either to enhance image of business or lead to high profitability. Hayman was opened in 1950 as a resort. However, it has been positioned as a luxury brand with its activities and business policies. The luxurious activities and services are maintained by Mulpha group. Mulpha Australian Limited acquired Hayman in 2010 as it was planned, designed and developed for six years (Mulpha.com.my, 2017). The properties are managed by Kerzner International that is located in the Great Barrier Reef. This private island resort has astonishing beauty that provides guest accommodation (Mulpha.com.my, 2017).
Currently, the focus of One and Only is on quality positioning where they are trying to enhance their quality image as a luxury resort (Oneandonlyresorts.com, 2017). The resort is focused on providing excellent and superior quality products and services to the resort guests. This can have adverse effects if the quality is not consistent. Also, the company aims to improve its brand image and market position focus to ethical business conduct positioning (McManus, 2013). A competitive analysis can be made that would help Hayman in gaining competitive edge in the hospitality industry. Hayman may use comparative advertising to demonstrate that the brand is superior. Hence, Hayman is making efforts to alter image a competitor wishes to portray and put itself in that top position in the hospitality industry. The brand image of One and Only must be shifted to family vacation and values. Usually, the luxurious resorts advertise and promote itself as the best honeymoon destination. The image can be modified and emphasis can be laid upon the resort as a family vacation spot inviting more children to spend quality time with their family (Pocock, 2015).
Target Market for Hayman Island Resort
Brand statement can be defined as the communicative message that states the marketing focus of the marketers. The brand can use ‘Isolated paradise for the family’ as their band statement. The statement is more suitable for the promotion of family vacations. Children and people of all ages are the prime focus in the marketing strategies. Furthermore, the various residential villas are designed in such as way that contact with other guests in the island is minimal and thus isolated and private (Stanton & Stanton, 2013).
Target market is selected as the prime focus from the different market segments. Market segmentation can be defined as the marketing procedure that involves a huge goal market that has similar needs or interests. Geographic segmentation can be defined as the market segments based on the geographical markets. Under this segmentation, the guests of Hayman can be divided into nations, cities and states. The preference of products and services can vary based on the geographic differences (Guizzardi, Monti, & Ranieri, 2016).
Demographic segmentation can be categorized into different segments such as gender, age, income, family, education and occupational level. The guests of Hayman can be divided as family, couples or unmarried people. The psychographic segmentation is divided as guests based on different segments such as lifestyle, personality and social class. In this case, the guests of Hayman are divided into upper level income and middle level income. The behavioural segmentation can be defined as the market segments based on the knowledge, response and usage of products or service (McManus, 2013).
Currently, the main focus is on the honeymooners are very rich clients who can pay for private vacations. As the resort is located on a private island, the honeymooners get full privacy as preferred by them. Further, they have promotions and offers for the American express Centurion card members. The card offers special discounts and benefits to its members. It is analysed that the people who spend more than $250,000 annually are eligible to apply for the centurion card (McIntosh & Harris, 2012). As the destination is huge, the people can use it as a wedding destination due to the scenic beauty. The people can organise weddings in the Coconut grove in Rainforest grove. Additionally, Hayman provides various services such as personal wedding consultant that is included in the wedding package provided by the hotel. They also have special services such as luxury yacht transfers for the bride and the groom (Masiero, Pan, & Heo, 2016).
Competitive Analysis for Hayman Island Resort
The Hayman Island targets clients for corporate events and meetings. The resort has several villas and open air meeting space for the customer groups who have a tendency to organize corporate meetings and events at a distance from the urban cities. The resort can target value conscious customers especially during the off season. The resort can make up for its cost in the off season. The lowest room rate at the hotel is almost $1000 per night that is very high. Therefore, the off season prices can be reduced to attract clients who are value conscious (Lee, Parrish, & Kim, 2015).
The Hayman Island resort is a luxurious resort that targets a specific group of very rich clients. The conventional methods of marketing and advertising such as through channels such as radio, television, newspaper and magazines are not used. Currently, the marketing activities are conducted via American Express card members (Masiero, Pan, & Heo, 2016). For instance, if the members using American Express card stay at the resort, they shall received promotional messages and exclusive benefits such as complimentary upgrading the room or complimentary breakfast. Currently, One and only promotes several adventurous and recreational activities at the island resort. Activities in the water such as snorkelling and diving are done through which coral formations can be witnessed. Other water related sports such as kayaking, catamaran sailing, stand up paddling and windsurfing are also offered at the island. These are non-motorised activities that do support environmental sustainability. The non-motorised activities do not disturb the ocean environment that supports environmental sustainability. The resort runs PADI School that offers diving and snorkelling activities for children and other guests staying there (Oneandonlyresorts.com, 2017).
Several marketing activities are proposed that can be conducted in the organization. The island has 18 holes in the golf course and botanical garden featuring diverse flora and fauna (Tucker, 2017). Over 550 species of plants can be found on the island (Tucker, 2017). These features can be used for marketing and promotion. The hotel can also run seasonal promotions that can attract more guests. The hotel can conduct fishing activities near the island. However, they must take care that fishing is done on a seasonal basis as otherwise the water environment shall be harmed. However, the primary focus of promotional activities must be on family vacation. The private island resort has distinguished itself by allowing children of the guests in the resort. Hayman can focus on conducting programmes fully supervised for the kids. The supervision can be made by the highly trained employees in the resort. Facilities can be built for kids’ training and education. The resort can also provide babysitters for taking care of the children aged less than 10 (Tucker, 2017). For promoting the resort significantly, this feature can be made complimentary for the guests visiting with their children (Leonidou, Fotiadis, & Aykol, 2015).
Marketing Activities and Promotions for Hayman Island Resort
Competitor analysis is essential as the market is getting increasingly competitive. The competition in the hospitality industry is increasing. There are various competitors in the market namely Qualia Resort (Hamilton Islands), Crowne Plaza (Surfers Paradise), Daydream Island Resort & Spa. However, the competitive analysis can be chosen as Qualia as it is in close proximity providing same range of products and services. The Hayman and Hamilton Island resort are a part of Whitsunday region of Queensland. Both these islands are in close proximity and are luxurious in nature. Both these resorts are competing in niche market segment of people having high disposable income (Whitsundays Tourism, 2017). The resorts provide similar products and services such as 18 holes championship golf course, snorkelling, water sports and diving activities (Tucker, 2017).
It is analysed that Hamilton Island is the largest island of the Whitsunday region. As Hamilton Island has larger island than that of Hayman, Hamilton has a higher competitive edge. Hamilton Island has other businesses such as having own domestic airport that runs local flights from Melbourne, Sydney and other places. Hamilton Island has another advantage that the local people live in the island. There are over 1,000 local residents and not all the staffs at the resort need to be from other places as in the case of Hayman (Tucker, 2017). However, it is argued that Hamilton faced criticism over the years regarding animal culling. Over 1000 animals have been culled since November 2014 as they had permits (Mitchell-Whittington, 2017). The reports suggest that about 599 common brushtail possums, 393 agile wallabies, 36 pied currawongs, 35 sulphur crested cockatoos, three torresian crows, and one laughing kookaburra to be destroyed (Tucker, 2017).
It is proposed that One and only can design its products and services that would be different from Qualia. It is analysed that Qulia does not allow children who are of age below 12. Therefore, Hayman can be different from it and allow activities designed especially for children. Hayman Island can offer fully supervised activities for the children. The kids’ only club is centrally located in the resort that is supervised by highly trained staff (Jayawardhena, Morrell, & Stride, 2016). The facilities that can help in training and educating children can be of significant advantage. For example, the guests who are members of Centurion card may be provided with free access to the baby-sitting facilities and kids club. During off-season the facilities can be given as complimentary for other guests as it would help in increasing traffic (Guizzardi, Monti, & Ranieri, 2016).
Conclusion
Every organization must implement corporate social responsibility policies for promoting employee engagement. The properties are managed by Kerzner International that is located in the Great Barrier Reef. Hayman is making efforts to alter image a competitor wishes to portray and put itself in that top position in the hospitality industry. The image can be modified and emphasis can be laid upon the resort as a family vacation spot inviting more children to spend quality time with their family. The brand can use ‘Isolated paradise for the family’ as their band statement. Currently, the main focus is on the honeymooners are very rich clients who can pay for private vacations. The people can organise weddings in the Coconut grove in Rainforest grove. The resort can make up for its cost in the off season. Activities in the water such as snorkelling and diving are done through which coral formations can be witnessed. It is proposed that One and only can design its products and services that would be different from Qualia.
References
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