marketing in hospitality and tourism group assignment design mareting mix strategy

Through collective efforts, we hope to create a great matchmaking tourism product, embracing the appeal and charm of 3 locations: Con Dao, Ha Giang and Da Lat, bringing a unique travel e

hy NATIONAL ECONOMICS UNIVERSITY

INSTITUTE OF ADVANCED, HIGH-QUALITY TRAINING AND

REPORT:

DESIGN MARETING MIX STRATEGY

Class : POHE — Travel management 63

POHE -— Hospitality management 63 Group : 4

Members : Quach Vu Ngan Ha

Ha Quang Vu Tran Thi Xuan Hang Luu Phuong Anh Tran Ngoc Minh Hoang Ha Phuong Nguyen Thi Anh Thu

Le Ha Mai Anh Bui Nguyen Khanh Linh Nguyen Mai Linh Nguyen Quang Huy Lecturer : Associate Professor Ph.D Pham Truong

TABLE OF CONTENT

II 4P STRATEGIES ANALYSIS

2.1 Product

211 Product levels and BFQHứ à LH HH HH H111 sáu 4 2.1.2, Product Development nan HA II VN) 8 1 0n n4 12 2.1.4, Product Life-cycle Strategies an.Ả 13 2.2 Price 15 Vy», nh ã 15 Van re eee rece 18

A ie an O71 1) rcs 20 2.3 Place/Distribution 20

VN J0 số 21 2.3.2 Direct line đISHIDHÍÍOH TH HnnH HH TH HH HH HH nh g1 kg kh 21 V0 6 nmngg.ẢẢẢẢ Ô 23 2.3.4 Detail Policy with all distribution channel and partners 24 2.4, Promotion 25 2D, AAVOCFUSTNG 0 cocci ccc ccc cette cena cece e cece nee e eee eecneeeeetteeeteietesiniesees 25 VY) 8 .nnn ẶĂHĂH) Ả 33 2.5 People 35 PP» ma 35

MU 0 nnốố ốố.ố.ố - 36 CONCLUSION cọ To II 4 T0 00 38

6 Tran Thi Xuân Hang e Analyze product

« Fixtures ideas after research

7 | Hoang Ha Phuong « Analyze people

« Design page

8 | Lê Hà Mai Anh

« Analyze place _ _ ¢ Quantitative results

- « Analyze Place

10 | Nguyén Quang Huy

LIST OF TABLES, IMAGES

No Table Page

1 | Table 1.1 Fixtures for product’s development 03

2 | Table 2.1 Product levels 04

3 | Table 2.2 Details Brand Equity 10

4 | Table 2.3 Product life-cycle strategies 13

5 | Table 2.4 The Product’s Cost_Tour Ha Noi - Ha Giang 16

6 | Table 2.5 The Product’s Cost_Tour Ha Noi - Con Dao 17

7 | Table 2.6 The Product’s Cost_Tour Ha Noi - Da Lat 17

8 | Table 2.7 The Product’s Price 18

9 | Table 2.8 Detail about the Value-based Pricing on the product 18

10 | Table 2.9 The Supply Chain for the product’s distribution 21

11 | Table 2.10 Detail Policy with all distribution channel and partners 24

Image

1 | Image 2.1 Company Facebook Page 25

2 | Image 2.2 Sample of promotion post on Facebook 27

3 | Image 2.3 Sample of Company’s Website (1) 27

4 | Image 2.4 Sample of Company’s Website (2) 27

5 | Image 2.5 Sample of Brochure 29

6 | Image 2.6 Sample of Brochure 30

7 | Image 2.7 KOLs Le Ha Truc 31

Image 2.8 KOLs Tran Quang Dai 31

INTRODUCTION The matchmaking tour program is a program in which we create a bridge for single people to find a suitable “half” for them to enter a sustainable, long-term relationship After performing market research and identifying customer segments, we dive into the new product design phase, where we delve into the complexities of creating unique programs and curating unique products Fascinating experience Finally, we explore pricing strategy, focusing on striking a balance between affordability for the target market and ensuring profitability for the company Through collective efforts, we hope to create a great matchmaking tourism product, embracing the appeal and charm of 3 locations: Con Dao, Ha Giang and Da Lat, bringing a unique travel experience unforgettable calendar for our discerning customers

I BRIEF RESEARCH RESULTS

1.1 Qualitative results

From the results collected from 5 target customers using the Semi-Structured Interview (SSI) method, the team has collected many opinions and ideas about concepts, topics as well as their desires for the product Based on the collection of interview results, participants wanted and were curious to try and experience the matchmaking tour concept, and they also wanted to stay and experience the facilities at

a close-by accommodation with nature Besides, there are also some wishes about entertainment or safety during the trip The interviewed subjects wanted to have interactive experiential activities with the remaining members and had high expectations about the appropriateness of the tour theme and tour activities With a trip duration of 3-5 days, members want to experience culinary activities themed specifically for each locality they visit and wish to participate in sustainable tourism activities It is necessary to pay attention to the quality of the human resources included in the tour, including tour guides and other employees who ensure knowledge and professional working skills

It is necessary to build a pricing strategy that is on par with traditional types of tourism with regular, affordable, suitable services and creates the ability to compete with other types of tourism Besides, cooperate with suppliers to provide a variety of other services to customers on the trips they participate in

Therefore, it is necessary to choose advertising and distribution through both distribution channels: intermediaries and travel agencies Continue to develop and enhance online platforms specifically designed for matchmaking tours

From there, focus on promoting the paired tour product through social networking sites Alternate promotions such as vouchers and discounts to create more

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interest and motivation for visitors to shop and use more services It is necessary to create public awareness about the matchmaking tour product and create a positive reputation for the product, attract interest and become a concern in every conversation

First, regarding the Product, the amount of feedback collected showed significant potential for developing a tourism product with a theme related to environmental protection In particular, the experience of visiting turtle mothers and releasing turtles back into the sea helps increase tourists’ awareness of marine animal conservation Furthermore, the results from the collected data also indicate that there is

a positive trend towards the development of accommodation areas that have deep connections with nature, culture, and local communities Targeting such accommodations not only optimizes the travel experience but also creates a positive impact on environmental protection and community development

In addition, the results from the Price evaluation also provide important feedback Through analyzing price information, we have the ability to collect and evaluate customers’ ability to pay for the product Accordingly, the survey showed that most participants are willing to pay a price range of 5 - 8 million VND for a travel service package This not only helps us understand the price that the market will accept, but also helps determine a reasonable price range to provide the best value to customers The survey also shows that customers do not hesitate to spend higher amounts if it is for unique and premium service experiences This creates opportunities for developing value-added service packages that help optimize profits and at the same time meet the high-end expectations of customers

As for Promotions, the survey investigated customer preferences regarding various aspects of marketing, including public relations, direct marketing, sales promotions and advertising Findings show that customers rely more on recommendations from their friends and social networks than on celebrity reviews and

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direct marketing The survey also shows that they are quite attracted by discount promotions

As for People, customers want to have a team of experienced and knowledgeable staff to guide tourists on activities related to the trip (for example: visiting turtle mothers, releasing turtles back to the sea, local culture, local food ) Regarding partner requirements, most customers want to find a partner with similar personality preferences rather than having an attractive appearance or being close to their age

And finally about Place/ Distribution Channel, customers prefer to search for travel services and products through direct distribution channels such as apps and company websites, but also often use indirect distribution channels such as online travel agencies (OTA) and booking through friends and relatives The survey shows that customers highly value the completeness and clarity of the information provided

by the company as well as the sincerity and enthusiasm of the agent Companies should focus on providing clear and complete information through all distribution channels and ensure that their agents are enthusiastic and trustworthy

1.3 Fixtures ideas after research

Product Homestay facilities or further and close-to-nature environment

Mountain and sea tour theme, attracting new, young and curious

experiences

Promotion Improve public relations with friends’ recommendation

Advertisement plan to create campaigns on social media to

attract younger customers

Increase vouchers, coupons and discounts Advertisement including news about price, timeline to attract

customers

channel

Place/Distribution |Collaborate with OTAs and other travel agencies

Encourage past customer leave positive experience feedback on platforms and improve company reputation

Invest in company's apps and websites Focus on details of tour information given to the customers through OTAs and TAs

People

Provide cheerful and sociable tour guide with extensive

knowledge Ensure the quality of accommodations and restaurants Arrange customer groups with similar personalities

on their journey of companionship

- Sustainability: The activities ensure not only provide a good experience for customers but also contribute to environmental protection and local communities Creating a cross-cultural environment for young customers to share experiences and learn more about each other and the world around them

- Quality and Dedication: Designing and meticulously caring for all

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activities and services to ensure the satisfaction and contentment of participants

- Safety: Create a safe environment and ensure participants feel secure as they seek new relationships and connections

Facilitating

products

Quality - Couple travel products provide diverse activities and

experiences so customers have many choices At the same time, these experiences are unique and different for customers For example, explore new destinations, participate in unique activities or experience unique cultures

- Professional and thoughtful high quality service to meet all customer needs and requirements, well organized and effective management of tour activities

Packaging |- The packaging of couple trips is designed to be eye-

catching, sophisticated and elegant We pay attention

to every detail on our packaging, from shape and color

to the images and text used

- The goal is to ensure that the packaging is not only aesthetically pleasing but also safe and durable during transportation, limiting damage

- The packaging of our matchmaking tours also reflects the luxurious and sophisticated nature of the travel experience Every detail is designed to evoke a special and exciting feeling for customers By incorporating elements that symbolize romance and togetherness using colors, images and text that are appropriate for couples

- In addition to visual appeal, packaging also serves a functional purpose by organizing and presenting travel materials in an organized and convenient manner It can include a beautifully designed box or folder containing all the documents, itinerary, maps and personal items needed for the couple

During trekking, couples can engage in conversations

to understand each other better and extend help if any difficulties arise along the trail Moreover, while trekking, couples participate in specially designed games reminiscent of "The Amazing Race." The challenge for participating pairs is to decode tasks set

up by tour organizers along the trekking route This activity serves to strengthen the bond between the two individuals and facilitate better mutual understanding All couples can immerse themselves in the lives of! local residents They will reside with a Tay family, sharing meals and embracing the daily routines of the Tay people The couples will indulge in typical dishes such as "men men," buckwheat flower cake, and rock cake, while spending the night in traditional stilt houses They will actively partake in daily activities, including brocade weaving and knitting, while gaining insights into the unique culture of the Tay ethnic

group

Participants will be paired at random This provides travelers with the opportunity to interact and learn about their fellow travel companions, enabling them to select the most suitable partner for themselves

The last night of the tour is the bonfire night This is the time when couples confess their feelings to each other through writing letters These letters will be kept absolutely confidential by the organizing committee

Da Lat

The matchmaking tour program at Da Lat destination will revolve around activities of visiting romantic and outstanding destinations in this city of love and participating in team building activities and exploring, learning about history, culture of Da Lat city:

- Visit prominent and romantic places in Da Lat: Valley of Love, Xuan Huong Lake, Da Lat Railway Station, Da Lat Market, King Bao's summer palace These are extremely suitable locations to create a romantic atmosphere for tourists to have the opportunity to learn and talk together

- Participate in boating activities on Xuan Huong Lake, tree planting activities and trust-building team building games, problem-solving challenges and group games to promote communication, cooperation and

trust

- Enjoy the music show “Wandering Clouds", a program that will definitely leave an unforgettable impression on visitors about a romantic, sweet Da Lat

The tour program includes activities surrounding sea turtle protection and community tourism experiences

at Con Dao beach:

- Activities with turtles in conjunction with Con Dao National Park last for about 4-5 days, more or less, visitors can participate at any of the 3 stages from the turtle laying to releasing the turtles Children return to the beach depending on the time they join the tour + Clean up the area around the beach + The sandy beach's flat floor makes it convenient for turtles to lay eggs

+ Create natural habitats

+ Monitor mother turtles on the breeding grounds

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- Practical experience activities in craft villages

- Other activities: scuba diving,

- Take a walk around the beach, share about yourself and personal experiences

- Camping to look for turtles at night

- Dancing by the beach to the music

- Organize games to bond couples

- Scuba diving, other group sports activities

- Experiential activities at the craft village: Couples will have the opportunity to visit the fishing village and spend time experiencing the rustic, rustic life of the fishermen here At the same time, you can learn and directly experience the daily life of coastal fishermen

Supporting

products

Insurance - Customers are protected all information when

participating in using the service The safety of life, health, property and legal interests is guaranteed by the staff

- If there is a problem on the company's side (such as tour cancellation), the company will refund 100% of the money to the customer If the customer cancels the tour due to an incident, the company will support 10%

of the ticket price

Payment Various forms of payment:

- Payment by bank card (VISA, MASTER CARD, JBC, AMERICAN Express, domestic payment card in Vietnam)

- Pay directly at the ticket counter of the

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Delivery - Buy directly at the ticket counter of the

intermediaries such as hotels, TAs which are partners with our company

- Buy through the company's website and OTAs which have collaboration with our company

Advise - Customers will be consulted through soclal

networking sites such as Facebook, Instagram, Zalo

- Consultant support, book tours 24/7 via hotline

- Customers will be consulted directly at the ticket counter of the intermediaries such as hotels, TAs which are partners with our company

Maintain At the end of the tour, customers will receive an

evaluation of your company's services If a customer complains about the company's service/product, the company will review the situation and compensate and repair the customer according to the assessment

Promotions

- Special discounts for couples: This helps reduce the

financial burden on couples and creates favorable conditions for them to experience an enjoyable trip

- Souvenirs: such as t-shirts, jackets, or bags designed specifically for the matchmaking tour Not only is this

a memorable gift, but it's also a way to create more memories and bonds for the couple during their trip

- Free upgrade services: such as room upgrades, romantic dinners, or spa services This helps create a more special experience and creates a feeling of

special care for couples when participating in the tour

- Gift giving and joint enjoyment activities: We organize gift giving and joint enjoyment activities for couples throughout the trip This can include a farewell party, romantic games and challenges, or a special date in a romantic atmosphere

- Additional service packages: Additional service packages such as ordering flowers, fruit or wine in the room, or a personal tour guide for couples This helps create more romantic space and create a personalized experience for the couple

- Brand name: Love Trip

- Highlight it on company's website, social media accounts like Facebook, Instagram, Zalo, and advertising campaigns

- Partner with TAs and TOs in different areas to expand reach and awareness

- Stay active on social media by posting with photos and videos of the tour program that match the tour's concept

- Provide quality and eye-catching services, which must stick to the "Love Trip" concept, throughout the tour program experience

- Deliver consistently high-quality experiences from website

to on-the-show experience and tour post

- Incorporate sustainable and environmentally friendly activities, such as reducing plastic use, supporting local communities and promoting responsible tourism, preserving local culture, developing sustainable tourism activities - Diverse activities included in the tour, enhancing customer

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High brand loyalty - Present Gifts and discounts for customers who had paid

extra for upgraded services and activities

- Customer care for feedbacks after the tour

At Ha Giang, we welcome couples into the majestic highlands, home to beautiful natural landscapes and unique ethnic villages Activities such as exploring the mountain pass trail, visiting the market, and experiencing the life of the people will bring unique experiences and bond love

Coming to Da Lat, couples will be immersed in the cool atmosphere of the city

of flowers Participating in activities together such as climbing mountains, boating on the lake, or visiting fresh flower gardens will create romantic and exciting moments In addition, we will also organize romantic walks in the flower garden and provide special care services to bring the best experience to couples

Con Dao is a pristine and attractive beach destination, where couples can enjoy

a peaceful space and experience beautiful beaches We will organize activities such as scuba diving, visiting historical sites and enjoying culinary specialties and experiencing sustainable tourism activities with sea turtles

In summary, there will be the following activities:

e Visit and explore the beach

° EnJoy the natural landscape

° Participate in watersports activities

e Visit historical and cultural attractions

HH

° Participate in ecotourism activities

° Enjoy local cuisine

° Participate in recreational and artistic activities

e Travel to the island and explore nearby pristine locations

e Enjoy the sunset at sea

° Participate in sports activities on the beach

° Activities to experience and preserve local culture With our matchmaking tour products in Ha Giang, Da Lat and Con Dao, we are committed to bringing great tours and meeting the needs of customers Service quality, flexibility and personalized experiences are our top priorities We believe that couples will have memorable memories and create lasting relationships through these special travel products

2.1.2.2 Combined with activities to bond the tourist group during their stay on the island with main activities with sea turtles

We not only create romantic experiences for couples on matchmaking tours in

Da Lat, Con Dao and Ha Giang, but also combine group-bonding activities throughout their stay

At Ha Giang, we create activities that unite tourists by organizing group activities along the way We will arrange joint picnics at rest stops where couples can enjoy a meal and socialize with each other At the same time, we also provide group activities such as hiking mountain passes, visiting ethnic villages and interacting with the local community to create connections and bonds between couples

In Da Lat, we organize experience sharing sessions and meet other couples in hotels or resorts We provide a space where couples can exchange stories, memories and suggestions for different romantic activities At the same time, we also organize joint sightseeing and exploration sessions, such as visiting famous attractions, participating in group activities such as games and challenges to create bonds between couples

At Con Dao, we create get-togethers and meet-ups with other couples in the

resort We arrange joint parties and dinners where couples can chat and share their experiences In addition, we also organize group activities such as beach games, scuba diving or joint visits so that couples can interact and create new relationships

All of these group-bonding activities aim to create a space for couples to share, integrate and create relationships with each other as well as with others on the

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matchmaking tour We believe that combining these activities will create memorable memories and enhance couples' travel experiences

2.1.3 Differentiation from competitors

- Matchmaking tour products are designed to create the best experience for the group of customers who wish to pair, so the activities in the tour are more cohesive than regular tours, services and amenities are more upscale and private than regular tours

- We pride ourselves on providing an intimate and personalized experience for our guests The itinerary is not as dense as other tours on the market, but often has more relaxing time for couples to have time to learn and connect with each other This sets us apart from competitors who may have larger group sizes, resulting in a less intimate and personalized experience

- Activities on the tour create bonding opportunities for participants with similar interests, opinions, etc., so customers who choose a matchmaking tour can expand their relationship after each trip

- Bringing customers unique and memorable experiences because regular tours focus on sightseeing and exploring famous tourist destinations, while matchmaking tours often create memorable memories in the process of discovering tourist destinations

2.1.4, Product Life-cycle Strategies

Table 2.3 Product life-cycle strategies

Stage Purpose Strategies

Product - Create curious Advertisements with topics about travel,

development | - Create excitement | activities related to matchmaking,

destinations in the travel program (some points in the program)

— Do not provide detailed product features or characteristics, but only suggestive content

Introduction | - Raise awareness Detailed product introduction:

- Generate interest in | - Name: Love Trip

the matchmaking | - Purpose: Increase reach to target

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tourism offering customers & Increase brand awareness

should be highlighting the unique features and benefits of the matchmaking travel Emphasis placed on

experience, such as curated social activities, personalized matchmaking services, and romantic destinations

- Highlight: Opportunity to meet new like-minded _ friends

meaningful relationships

looking for

Go on a meaningful journey, foster connections and create beautiful memories through an adventurous tour, immerse yourself in culture, explore romantic destinations and potentially find half of life

Open for sale on many channels (including a separate website for products)

Enhance the tour's online presence by having a user-friendly website, easy online booking process, and active presence on social media platforms

Implement customer retention programs

to encourage repeat bookings and foster customer loyalty

Maturity - Take care of the

customers

- Maintain a competitive edge

- Against competition Take care of customers after

experiencing the program, survey customer satisfaction to improve and develop products

Advertise product differences compared

to competitors, develop and innovate

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Seek cooperation and collaboration with other businesses/stakeholders to enhance tourism services and expand customer

base

Decline - Keep customers on} Consider developing more matchmaking

hold tourism programs for new customers

- Customer retention | such as LGBTQ‘

Consider diversifying your tourism offerings to appeal to a wider audience or explore new markets

Explore collaborations and partnerships with other complementary businesses, such as local artisans, hotels or travel agencies, to leverage their customer base and expand the reach of your trip sightseeing

Look for new distribution channels to reach potential customers, such as new OTAs or travel bloggers Use digital marketing techniques to create awareness and attract customers through online platforms

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We used bundle pricing to combine the cost of all services during a tour into the product, so customers can use all the services without having to pay extra This gives guests the impression that they are getting a good deal, as they are not paying extra for services that they might want to use

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