how to fully understand the targeted customer of alma resort cam ranh

NHA TRANG UNIVERSITY FACULTY OF TOURISM MARKETING MANAGEMENT IN HOSPITALITY att ĐẠI HỌC NHA TRANG HOW TO FULLY UNDERSTAND THE TARGETED CUSTOMER OF ALMA RESORT CAM RANH 62, HOSPITALI

NHA TRANG UNIVERSITY FACULTY OF TOURISM MARKETING MANAGEMENT IN HOSPITALITY

att

ĐẠI HỌC NHA TRANG

HOW TO FULLY UNDERSTAND THE TARGETED CUSTOMER OF ALMA RESORT CAM RANH

62, HOSPITALITY Class

MANAGEMENT POHE

TABLE OF CONTENTS TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION ABOUT ALMA RESORT CAM RANH AND TARGETED CUSTOMERS OF ALMA RESORT CAM RANH

Khanh Hoa, March 2023

l

ALMA RESORT CAM RANH 022122 221211121 221111151 11111112711112 11121101 kg 4

2.1 The purpose for identifying the customer persona of targeted customer 4 2.2 Overview of customer persona of Alma Resort Cam Ranh: -: + +5- + 4

CHAPTER 4: CONCLUSION Q.2 2 121 12222222212222 tre 14

CHAPTER 1: INTRODUCTION ABOUT ALMA RESORT CAM RANH AND TARGETED CUSTOMERS OF ALMA RESORT CAM RANH 1.1 Introduction about Alma Resort Cam Ranh and its targeted customer: 1.1.1, Overview of Alma Resort Cam Ranh:

Alma Resort Cam Ranh is invested and owned by Cam Ranh Paradise Bay Company Limited The resort is located at Bai Dai, Cam Hai Dong commune, Cam

Lam district, Khanh Hoa province Established on December 29, 2019, Alma Resort Cam Ranh is the first resort which joined time share owning in Vietnam (Alma Resort

Cam Ranh, 2023)

1.1.2, Overview of targetted customer of Alma Resort Cam Ranh:

With the mission of connecting love and spreading happy family values (A/ma Introduction) and the model of "Time Share Owning” to provide annual resort services

at a luxury resort for families (A/ma Introduction), Alma Resort Cam Ranh offers luxurious, fully-equipped rooms, as well as suitable entertainment activities for all family members As can be seen, customers who are targeted by Alma Resort Cam Ranh are families enjoying a vacation together

Furthermore, in the context of the increasing number of international tourist who come to visit Khanh Hoa, beside targetting the customers who are enjoying the vacation with their families, Alma also consider them if they are international tourism, especially Korean tourists From May 2022, when direct flights from Korean airports resumed, more than 150,000 Korean tourists came to Khanh Hoa (Khanh Hoa Tourism Department, 2022)

In a little conclusion, according to the informations which are mentioned above, now we have a completed target customer of Alma Resort Cam Ranh, who would be international tourists, especially Korean tourists, have vacation with their families

CHAPTER 2: CUSTOMER PERSONA OF TARGETED CUSTOMER OF

ALMA RESORT CAM RANH 2.1 The purpose for identifying the customer persona of targeted customer: Customer persona is a detail and comprehensive potrait of the characteristic of the targeted customer, including demographics (age, gender, income, geography, etc.), insight (why customers use the product) or behavior (information about behavior like their likes and dislikes), information about how your customers choose, buy and use products, ete (Marketing Material (2021)) The information from the customer persona would help us to identify to create and choose the most suitable messages to approach the targeted customer

2.2, Overview of customer persona of Alma Resort Cam Ranh:

2.2.1, Characteristic of targeted customer of Alma Resort Cam Ranh:

According to the information about targeted customer which has been mentioned in Chapter 1, now we would have some demographic characsteristic of targeted customer of Alma Resort Cam Ranh

2.2.1.1 Geography:

Targeted customer of Alma Resort Cam Ranh mostly come from Korea 2.2.1.2 Demography:

¢ Age: 30-50

e Income: Average

¢ Marital status: Married

¢ Family: Nuclear family

2.2.1.3 Psychology:

® Interesting in staying in resorts and enjoying the convinients of resorts in tropical countries with family

e¢ Pay much attention to the safety

e Enjoy have meal with their families in restaurant which have local food and suitable with all the members of their families

2.2.1.4 Behaviour:

¢ Prefer booking online

e Share their experiences on social media

4

¢ Choosing hotels/resorts carefully

2.2.2 Identifying the customer persona of targeted customer of Alma Resort Cam Ranh:

According to the characteristics of targeted customer which have been mentioned above, now we will identifying the customer persona of targeted customer, which means that we will choose a customer who has the characteristics we have mentioned as an example of targeted customer of Alma Resort Cam Ranh

Now we would choose a Korean man, his name is Kim Jong Hwang as a customer persona of targeted customer of Alma Resort Cam Ranh We also have some his information including geography, demography, psychology, behavior

2.2.2.1, Geography:

He comes from Incheon city, Korea

2.2.2.2 Demography:

We will have some of his demographic information as mentioned below:

¢ Age: 32

® Occupation: Office Worker of a big company

¢ Marital status: Married

¢ Income: 10000 — 15000 USD

¢ Family: Wife and 2 children

2.2.2.3 Psychology:

Now we will have some of his psychological characteristic as mentioned below:

e Prefer enjoying the comfort for him and his family

e Interesting in staying in resorts with his family and relaxing after working hard

e Has a preference for destinations that are within a 4-6 hour flight from Incheon

® Enjoy have meal with his family in restaurant which have local food and suitable with all the member of his family

e Pay much attention on safety of his family

2.2.2.4 Behavior:

Lastly, we will have some information about his behavior as mentioned below:

e Tend to discuss and plan for his trip carefully with his family

¢ Usually book the resort online

e Share the moments with his family on social media

5

® Using the comfort and service of the resort to take care of his family, make sure his family relax during the trip

2.3 Customer journey map of the customer persona of targeted customer of Alma Resort Cam Ranh:

2.3.1, Defining of customer journey map:

According to Le Thi Bao Nhi (2021), A customer journey map is a map that visually depicts a customer's sequence of actions and interactions throughout the entire experience It is a tool to help businesses better understand the needs, wants and behaviors of customers through studying each stage of behavior, the touch points between customers and the business From there, offer suggestions and solutions to improve customer satisfaction and satisfaction in the process of customer experience 2.3.2 One of the model of customer journey map — SA model:

With the development of the Internet, which connects people with each other, connecting customers with the community 1s easy and fast In Marketing 4.0, Philip Kotler pointed out the following 3 points:

1 In the age of connectivity, a brand's initial appeal is influenced by the community around the customer when they decide their final attitude The new customer journey needs to demonstrate the impact of such social influences

2 In the age of connectivity, loyalty is defined by the willingness to support a brand Customers may not continuously use the products and services of a business, but if they are satisfied, they are ready to recommend it to others

3 When we mentioned about learning about brands, today, customers will actively connect with each other, building relationships in the style of inquiry and advocacy The new customer journey should capture this connectivity between customers

From the above ideas, to adapt to the changes in the age of connectivity, Philip Kotler and his partners have come up with a new customer journey map, which is called 5A model, including stages: Aware, Appeal, Ask, Act and Advocate

Figure 2.1 5A Model (Source: Philip Kotler and partners)

6

2.3.3 Customer journey map of customer persona of targeted customer of Alma Resort Cam Ranh base on 5A Model:

From the information about 5A Model, now we will have the customer journey map of Kim Jong Hwang, a typical customer persona of targeted customer of Alma Resort Cam Ranh, base on 5A Model:

2.3.3.1 Aware:

Kim Jong Hwang aware of potential travel destination through social media He sees Khanh Hoa, Vietnam is an ideal destination for his family’s vaction thanks to the videos, photos which show luxurious comfortable resorts, beautiful beaches, attractive restaurants All of them align with his family to relax

2.3.3.2 Appeal:

When find out about Khanh Hoa on the Internet as a potential destination, Kim start paying attention to Bai Dai, a beautiful beach in Cam Lam and it’s near International Airport After searching in Booking about resorts in Bai Dai, he start considering about Alma Resort Cam Ranh, a resort is designed for families, which is voted at the highest rate in Bai Dai area on Booking

2.3.3.3 Ask:

Kim start discussing with his friend at work who just visited Alma to get the reviews He also searches for review of reviewer, KOLs from his country on social media such as Instagram Then he compares with his expected to make the decision

2.3.3.4 Act:

After getting enough information from his friend and KOLs from social media, now Kim decides to book a room in Alma Resort for his family’s vacation Then while the reservation agent of Alma give him some advises about the room that maybe suitable to him, he decide to choose a villa with 2 bedroom for his wife and 2 children When Kim and his family come to Alma, beside the villa rooms which are larger than the other resort, he also has the change to try local delisious food in some restaurants such as Food Court, Alantis, Alma Garden, etc with his family

2.3.3.5 Advocate:

When Kim comes back to Korea from his vacation with his family, he shares his experiences he has got in Alma on social media such as Kakao Talk, Instagram,

etc Especially, he writes his review on Booking, which has been used by him to book a room in Alma

2.4, Premilinary:

Now, we have had some information about the customer persona of targeted customer with his customer journey at Alma Resort Cam Ranh From the information above, we will find out how Alma has fully understood his preferences and behaviors, which will be mentioned in Chapter 3

CHAPTER 3: HOW ALMA HAS FULLY UNDERSTOOD THEIR TARGETED

CUSTOMER 3.1 Theory of Marketing Mix:

3.1.1, Definition of Marketing Mix:

According to Neuyen Hoang Thai Phuong (2013), the term Marketing-mrx was first used in 1953 when Neil Borden, president of the American Marketing Association, took the recipe idea one step further and coined the term Marketing mix

A well-known marketer, E Jerome McCarthy, proposed the 4P classification in 1960, which is now widely used

Marketing-mix is a set of marketing tools used by a business to achieve a marketing focus in a target market

3.2.2 Tools of Marketing Mix:

Marketing-Mix tools include: Product, Price, Place, Promotion and commonly known as 4P

Prom otion

Place

4P Mar

Pketin

uct&

Figure 3.1 4P Marketing Mix (E Jerome McCarthy)

3.3.3 Marketing Mix strategy in hospitality:

3.3.3.1 Product:

According to Tran Thi Thu Thuy (2020), all products and services that the hotel provides to customers in order to meet the needs of customers when used are business products of the hotel However, according to Dao Tuan Nam (2014), product of hotel business includes accommodation and catering

According to Tran Thi Thu Thuy (2020), the production and consumption of hotel products take place at the same time, so the products/services of hotel when providing customers must be perfected at the highest level to be able to satisfy customers at the highest level

3.3.3.2 Price:

According to Tran Thi Thu Thuy (2020), depending on the type of product/service, the hotel will have different pricing methods There are three product pricing strategies:

¢ Low pricing strategy

e High pricing strategy

¢ Market pricing strategy

The hotel will base on each situation to apply the most appropriate pricing strategy to improve the hotel's business results

3.3.3.3 Place:

According to Dao Tuan Nam (2014), place in hospitality business is a process

in which the businesses try to attract their targeted customer to find out, approach and use themshelves the hotel’s products

According to Tran Thi Thu Thuy (2020), place in hospitality business includes

2 mains distribution channels:

® Direct distribution channel: The hotel sells their products to the customer directly right in the hotel, by calling or website

® Indirect distribution channel: The hotel sells their products through travel company or booking websites, etc

3.3.3.4 Promotion:

According to Dao Tuan Nam (2014), promotion includes advertising, direct mail, sales promotion, product display, flyers production, Internet communication and

10

public relations activities, in order to make targeted customers perceive the product to stimulate demand and often provide incentives to purchase

3.2 How Alma has fully understood their targeted customer base on the theory of marketing mix:

Basing on the theory of marketing mix which has just been mentioned above, now we will have some information about how Alma has fully understood their targeted customer

3.2.1 Product:

3.2.1.1 Accomodation product:

With the information about the characteristic of customer persona of targeted customer of Alma Resort Cam Ranh which are mentioned in 2.3.3, now we have some accommodation products of Alma Resort Cam Ranh which could satisfy their targeted customer, according to Apartments And Villas of Alma:

¢ 580 apartments and villas all have sea view

¢ Possessing an area of 70 - 200m2 with one to three bedrooms, the apartments and villas at ALMA Resort offer a spacious, cozy and close space as if each family's vacation home

® The V-shaped architecture of the two apartment blocks creates extremely unique experiences: unobstructed views overlooking the sea, combined with the design of floor-to-ceiling glass windows, brings sunrise and sunset views right from the start inside the apartment

¢ Choose a villa on the ground floor, resort guests own their own courtyard and private swimming pool with sun loungers Meanwhile, the upstairs villas have spacious balconies with sweeping views and a completely private jacuzzi 3.2.1.2 Catering product:

With the information about the characteristic of customer persona of targeted customer of Alma Resort Cam Ranh which are mentioned in 2.3.3, now we have some catering products of Alma Resort Cam Ranh, which are diverse restaurants, lounge and bar, that could satisfy their targeted customer, according to /nfrastructure Of Alma:

¢ Atlantis restaurant is located by the sea with fresh seafood menu

® La Casa restaurant with a romantic dinner in Tuscany style, Italy

II