MKT 465 onf

Experiential Learning Session 2

Nomad is an online travel agency that organizes worldwide adventure vacations. It needs to
identify its potential customer segments, preferably not more than four because it is too costly
to create different packages for more groups than this.
Task 1: Segment your Market

 Demographic – By personal attributes such as age, marital status, gender, ethnicity,

sexuality, education, or occupation.
 Geographic – By country, region, state, city, or neighborhood.
 Psychographic – By personality, risk aversion, values, or lifestyle.
 Behavioral – By how people use the product, how loyal they are, or the benefits that
they are looking for.

Example:

Segment Category Target Market Characteristics

The Green Honeymooners Young married couples, aged between 25-40 who are primarily
interested in affordable, eco-friendly vacations in exotic locations
Adventure Guyz Young adults, aged between 18-26, and students who are interested
in budget-friendly tours in different locations.
Family on the move Family members, and children of all ages, are interested in enjoying
with safety, affordable trip in an exotic location.
Solo Travel Holidays Traveling solo, self-guided, and guided excursions around the world
for every type of traveler, highly adventurous.
The Luxury traveler Corporates, VIPs, and Business travelers, aged between 25-50 and
above, create luxury travel experiences beyond the borders of one’s
imagination.
Task 2: Target Your Best Customers

Next, you decide which segments to target by finding the most attractive ones.

Bullet point to mention why do you find them attractive?

Answer:

I find the Family on The Move segment as the most attractive one.

 Most people appreciate family outings where they can be relaxed with their family and
children.
 If I think about Bangladesh, families search for travel agencies more than
other segments to make their journey hassle-free.
 To give them a journey enjoying with safety.

Task 3: Position Your Offering

 MKT 465 onf

Experiential Learning Session 2

Look at the wants and needs of each segment, or the problem that your product solves for
these people. Create a value proposition.

Example:

Positioning statement for “The Green Honeymooners” segment:

“Best eco-vacation service for young married couples”

So, design a positioning statement for each of the targeted segments.

Positioning statement for “The Adventure Guyz” segment:

“Where affordable adventure holidays begin”

Positioning statement for the “Family on the move” segment:

“Does the planning on behalf of your family”

Positioning statement for the “Solo Travel Holidays” segment:

“Affordable and highly adventurous services for solo travelers”

Positioning statement for the “The Luxury traveler” segment:

“Experience the best each region has to offer”