M A R K E T IN G

FOCUS
about
• Tropica Queensland is an organisation that focus on the service
industry. It is a group of three hotels located in Cairns, Queensland.
Tropica Queensland sets their marketing objectives in line with
the North Queensland Destination Tourism in order to attract
more consumer. Tropica Queensland offers a range of
accommodation options and business packages to willing
travellers, international and domestic.
The market
• The market for the Tropica Queensland is all of the people and
businesses who are interested by the unique business and
conference event opportunities within the region.
• The two different consumer types that I will analyse is the
domestic travellers and the visitors from China that travelling for
leisure.
Marketing objectives (domestic
travellers)
• Grow Tropica’s share of the domestic business traveller segment
through hosting business events
• Convert current interest to bookings
• Increase average spend on food and drink at the hotel by
expanding menu
• Promote on-site team-building experiences. For example, bungy
jumping, canyoning, white water rafting, and skydiving
Marketing objectives (Chinese
tourists)
• Convert travel intentions to bookings
• Increase average the length of stay of visitors
• Create awareness of experience to be had in the region.
• Drive on-site shopping
• Drive average spend per day on food and beverage at the hotel
• leverage the strong digital and social network channels in China to
reach the young and trendy
• tailor product to attract and retain Chinese customers
Influences on consumer behaviour
• Motivation is the inward drive we have to get what we need. Every
person has different needs such a s physiological needs, security
needs, social needs, esteem needs, and self-actualisation needs. Basic
needs such a s food, water, and sleep are in nature most pressing,
while others are least pressing. Therefore, a need becomes a motive
when it is more pressing to direct the person to seek satisfaction.
• Reference groups are groups (social groups, workgroups, or close
friends) a consumer identifies with and m a y want to join. The impact
of reference groups varies across products and brands. For example, if
the product is visible such as dress or car, then the influence of
reference groups will be high.
Influences on consumer behaviour
• Customer perception is a process where a customer collects information
about a particular product and interprets the information to make a
meaningful image of it. There are three different perceptual processes,
a s follows:
• Selective attention– is the process of filtering out information based on how
relevant it is to you, and through which marketers try to attract the
customer's attention.
• Selective retention– where people forget information that contradicts their
belief, even if it’s quite relevant to them. Here, marketers try to retain
information that supports consumers’ beliefs.
• Selective distortion– the misinterpretation of the intended message.
Customers tend to interpret the information in a way that will support what
they already believe, but not necessarily what the product provides.
Role of consumer
• The role of the customer is changing. Nowadays, customers hold
higher expectations for the companies and brands they
support and work with, especially due to the amount of easily
accessible information and data out there. Everyday consumers
are also making an effort to support purpose-driven brands,
which plays a significant role in affecting their consumer
behaviours and purchasing decisions.
Marketing focus recommendation
• Content marketing emphasises education over selling to influence
buying behaviour. This strategic marketing approach focuses on
creating and distributing information relevant to prospects’ needs
in order to attract those best aligned with — and most likely to
purchase — your product or service. Since communication is
ongoing, content can be tailored to reflect what you learn about
leads over time, and m a y include varied formats like infographics,
webpages, podcasts, videos, blogs, white papers, webinars, and
eBooks. It’s important to note that content marketing is not
synonymous with inbound marketing.
model engagement conversations and
interventions (domestic travellers)

• A key part of engagement marketing is giving customers an

opportunity for a dialogue—not only with your brand, but with each
other. You can get the conversation started by asking for
opinions and insights, weighing in on interesting trends, and
bringing customers together in online social-sharing communities.
model engagement conversations
and interventions (Chinese tourists)

• Create great customer experiences. If you need proof that customer

experience is essential to consumer engagement, here it is: a m ong
companies who work to improve their customer experience, 8 4 %
report increased revenue.
Legal and ethical obligations
• Legal and ethical obligations involved:
• Adhere to Privacy Act.
• Adhere to D o Not Call Register legislation.
• Adhere to anti-discrimination policy.
• Adhere to the Competition and Consumer Act 2 0 1 0 (formerly the Trade
Practices Act).
e s t i m a t i o n of t h e c o s t
• The estimation of the cost is $10,000. It has been confirming that
the budget is available.
The E N D