DM GIO: Fundamentals of

Marketing

Your Name: GANESH HEKAD

Criteria 1: Travel Preferences:

Rationale 1: • By understanding customers' travel preferences such as adventure, relaxation, or cultural exploration,
SaffronStays can curate and market properties and experiences that align with individual tastes,
increasing the likelihood of conversion.

Criteria 2: Booking Behavior:

Rationale 2 : • Analyzing booking patterns, such as frequency, lead time, and duration, enables SaffronStays to tailor
promotions, loyalty programs, and communication strategies to different customer segments, optimizing
marketing efforts for higher retention and customer satisfaction.

Criteria 3: Digital Engagement Level:

Rationale 3:
• Assessing customers' interaction with digital content, social media, and online platforms helps
SaffronStays tailor its digital marketing campaigns. This segmentation criteria allows for personalized
messaging, ensuring relevant content delivery and increased engagement.

3
Task 2: Perceptual Map
Task 2: Map the current position of SaffronStays on a perceptual map after you identity two
parameters that would define the positioning of a brand in the hospitality industry. These will form
your two axes. Drag and drop SaffronStay’s orange logo(provided on the right) to the relevant
position on the perceptual map. Premium Service

Vista Rooms
Saffron Stays Airbnb

High Price Low Price

Oyo Homes
Treebo

Basic Service
Task 3: Positioning Statement
Task 3a.Choose
Task 3: Formulatethe digital marketing
a positioning channels
statement you wantUse
for SaffronStays. to the
use.statement
Define the social
media
below channels
as a guide.separately
(Word Limit: 20 words)

‘For [target market], SaffronStays is [frame of reference/competitive set] that

• "For discerning travelers seeking exclusive retreats, SaffronStays is the premier choice for
unparalleled luxury, personalized experiences, and exceptional hospitality."
Task 4: Marketing Mix
 Task 4
Build the marketing mix for SaffronStays i.e. Develop the 4P’s for the brand - Product,
Price, Place, Promotion. Mention the rationale for each one. (Word Limit: 50 words max
for each element).
Product: The rationale for the product element

Rationale: • element of SaffronStays' marketing mix is that the brand offers exclusive vacation homes that
focus on personalized experiences and local authenticity. This sets them apart from their
competitors in a crowded market and meets the demand for bespoke travel. By providing
unique properties, SaffronStays is able to differentiate itself and attract customers who are
looking for a more personalized and authentic vacation experience.

Price: • The rationale for the price element

Rationale: • The rationale for the price element is that SaffronStays balances competitive pricing with the
premium nature of their offerings. While they provide a luxury experience to their customers,
they also want to ensure accessibility. By charging a premium price, SaffronStays is able to
reflect the distinctive value and experiences they provide, while still making their offerings
accessible to a wider range of customers. This pricing strategy helps to maintain the brand's
exclusivity and perceived value in the market.

ed on next slide..
Place:

Rationale: • Strategic locations in scenic settings enhance the allure of SaffronStays'

Promotion:

Rationale: • Utilizing digital channels and influencers, SaffronStays promotes its unique
offerings. Engaging content highlights exclusivity, leveraging both organic
and influencer-driven reach to captivate the target audience and drive
bookings.
Task 5: Digital Go-To-Market Strategy
Task 5: Create a digital go-to-market strategy for SaffronStays. You can use the same
digital marketing framework taught to you in the program. You will have to identify the
digital content, digital devices, digital channels, and digital metrics for SaffronStays.
Provide a rationale for each strategic element. (Word Limit: 70 words max. for each
element).
• Digital Content + Rationale: The digital content strategy for SaffronStays includes creating engaging
content such as blog posts, social media posts/stories, testimonials, and online search. This content
aims to showcase picturesque vacation homes, user testimonials, and local experiences, which helps
build emotional connections with potential guests seeking unique getaways. By providing this content,
SaffronStays can attract and engage potential customers, leading to better brand awareness.

• Digital Devices + Rationale: The digital devices strategy for SaffronStays includes optimizing for both
mobile and desktop devices. This is because the target group for SaffronStays falls between the ages of
21-60 and consists mostly of working professionals. As a result, they are likely to use both mobile and
desktop devices. By ensuring that the website and content are mobile-friendly, SaffronStays can capture
the growing mobile audience and enhance the user experience, ultimately driving conversions.
• Digital Channels + Rationale: Leverage social media platforms like Instagram and
Facebook for visually-driven campaigns. Collaborate with travel influencers to expand
reach and tap into niche audiences, driving brand awareness and bookings.

• Digital Metrics + Rationale: Measure conversion rates, website traffic, and social
engagement to assess campaign effectiveness. Tracking customer reviews and
feedback provides valuable insights for continuous improvement, ensuring customer
satisfaction and loyalty.