Brand Positioning One of the aspects of brand equity is brand positioning. AsiaTravel has not distinguished itself from other competitor in terms of products and services. The company does not have clear view of which market segmentation they want to enter and has not built a good brand image. In order to create good brand position in the market, AsiaTravel should look into market segmentation, focuses in point-of-parity (POP) and point-of-difference (POD), and brand image. The current travel industry does not really tap into customersâ€™ demand.
Most of the airlines and travel agents compete each other in terms of price, time slot and the number of accessed cities and towns. Therefore, AsiaTravel can differentiate itself by offering packages that suit customersâ€™ preferences by simply asking. Package is no longer fixed. Instead of sticking on one tour, AsiaTravel should guide customers on vacation tour. Secondly, market segmentation can be done to ensure each individual has the best vacation experience. There are many ways to do market segmentation, from demography, lifestyle, and to geography. (CWL Publishing Entreprises, 2009)
For AsiaTravel to have a fraction of mind share in customers, it is important of AsiaTravel to know where it wants to stand, either as price leader, quality leader or specialist (CWL Publishing Entreprises, 2009). Brands that stand in the middle of the road get run over. Since many travel agents have not realized the paramount of specialization, AsiaTravel can tap this into opportunity by being quality and specialist leader. Being specialist means the tour guide has to offer besides providing information to customers, security and basic needs. AsiaTravel can sell the country culture that is not written in the book.
For instances, mingle and live with the locals. The emotional and experience they get are invaluable. Moreover, tour guide can try to develop a relationship between a group of tourists and among tourists and locals. The purpose is to eventually; each individual has expanded the networking. Travelling is no longer about sightseeing, shopping and et cetera, but also building a network among each other, learning and knowing othersâ€™ culture. Being different increases the POD and the risk of switching cost, and thus leads to stronger brand position while at the same time POD ust not be compromised, as similarity becomes the minimal requirement the travel industry must meet. When the company has evidently differentiated itself from its competitors and clearly conveyed the message to the customers, the brand image will come naturally. However, when it is not managed properly, the brand image cannot leverage the brand equity. To maintain the brand image and brand position, marketing communications programs must ensure customers are exposed to the all the brand elements and brand associations.
Brand has to be treated like human beings possess a variety trait of characteristics (Customer Manufacturing Group, 2006). By understanding the brand personality, marketers get the whole picture of brand identity and easier to conveying the message consistently. (Customer Manufacturing Group, 2006) From the marketing program and brand positioning strategy, it is clear that AsiaTravel aims to focus customersâ€™ preferences, being unique, caring, warmth, fun, friendly and also ensures everybody has the best pleasant vacation experience.
Moreover, since AsiaTravel primarily focuses on young adults and only fly within Asia, it is an energetic, flexible, proud to be Asian and affordable brand. Therefore, it is a new brand image that AsiaTravel aims to build and maintain to be top leading organization in the travel industry. Bibliography Customer Manufacturing Group, 2006. Customer Focused Brand Positioning. CWL Publishing Entreprises, 2009. Positioning and Brand Personality.
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