Market Needs & Positioning Sample Clauses

Market Needs & Positioning. Peak or off peak, old or young, Cultural Explorers, Authentic Experiencers and Free Spirits exhibit many of the same tendencies and the same needs when it comes to a vacation in the region. These needs have been translated into Parksville Qualicum Beach brand attributes that also form the region’s positioning. NEEDS BRAND ATTRIBUTES Rejuvenation Energizing Relaxation Warm & Gentle Entertainment Quirky Discovery Beautiful Reconnection Nostalgic Authenticity Honest Their Rejuvenation need: A break to our target audience isn’t about totally zoning out and getting a tan on a beach in Mexico, it’s doing something different, something quiet, but something uplifting for the soul. They need to feel a new person by the time they come to leave. How we will respond: We will provide them with a vacation that gives them the option to do as much or as little as they like. In an atmosphere that isn’t forcing their hand at all. This way they will feel in control, and we will be described as Energizing. Their Relaxation need: They have a high level of time stress in their lives, they have a strong work ethic, and they probably take another kind of holiday during the year where they indulge a lot of their needs for trying something completely new. When they are in the region they need to feel like they have had a break. How we will respond: We will provide them with a vacation that isn’t devoid of activities, as this would simply bore them, but we will give them a break that is filled with simple pleasures in an environment that is welcoming, nurturing and approachable, for them and their families. In this way, we will be described as Warm & Gentle. Their Entertainment need: They like unstructured travel, and unique experiences. They want to be entertained, but not in a mainstream way, they want to go back home and tell stories of the interesting sights, sounds and smells they have experienced. How we will respond: We will revel in our uniqueness, and the amount of fun that you can have in the region. But it’s not your everyday kind of fun, it’s a fun that can only be described as Quirky. Their Discovery need: They love to find new places and thrive in having an adventure, but adventure doesn’t always have to be extreme, it will be as active or passive as the place they are in. They are delighted when they find a new trail to walk on, an incredible vista, and they revel in relating the stories of their travels to their friends and family back home. They enjoy discovering am...
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