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Spring Break Project

Spring Break Project. Knight Travelers: Christina Coon Jen Gembecki Noreen V irani Rachel Friedman. Decision Problem. Should we introduce Spring Break Packages to college students?. Marketing Course of Actions: Yes No. Best courses not clear because:

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Spring Break Project

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  1. Spring Break Project

    Knight Travelers: Christina Coon Jen Gembecki Noreen Virani Rachel Friedman
  2. Decision Problem Should we introduce Spring Break Packages to college students? Marketing Course of Actions: Yes No Best courses not clear because: Will college students have a need for an agency to book their spring break? Are packages needed are not? Will all packages be popular?
  3. Marketing Research Problem How effective would the spring break packages offered to college students be to the travel agency?
  4. Research Survey Monkey Pie Chart Exploratory Research Library research Library work Discussions with experts AAA Two Depth Interviews Conclusive Research Online survey Survey Monkey
  5. Depth Interviews First Second BA2 Sales Lab Male college student Video recorded with the Sales Lab cameras 35 minutes long Team member’s residence Female college student Personal camcorder 36 minutes long
  6. Internet Research Findings Average hotel rates during spring break in spring break hot spots -STS Travel Services Specials and packages to college students- STS Travel Services Popular spring break destinations- Sun Splash Tours Average stay for spring break- USA Today Alcohol is an important factor for college students- USA Today
  7. Research Findings Expert Library AAA travel agent James Kovat 42% of students use a travel agency Hot Spots: Cancun, Atlantic City, Vegas, Daytona, Panama City, Lake Tahoe E-books: Traveling Agency & TourisimManoharPuri & GlanChand Focused on Cancun- 50% Travel and Tourism: An Introduction Armin D. Lehman Focused on Florida- 67 %
  8. Discussion Guide I. Introduction Be honest. Tell the truth II. General Attitudes towards Spring Break traveling Advantages of using a traveling agency? III. Usage/Purchase of traveling Spring Break trips taken most frequently? IV. Spring Break traveling when on a budget What is you budget on spring break?
  9. Discussion Guide Cont. V. Attitudes towards less expensive Spring Break Trip Are you aware of cheaper trip packages? VI. The perfect Spring Break trip Trip Characteristics? VII. Show and Discuss Advertising Concepts Overall reaction to each concept? VIII. Reactions to Spring Break Traveling Package Samples Would you be more inclined to packages with drink and cover specials.
  10. Revisions Added questions Good ways for travel agencies to reach college students? IX. Spring break planning How far in advance do you typically start planning.
  11. Interview Findings “Perfect Spring Break”: Tropical setting Beach, cruise Recreational activities Scuba diving, excursions, catamarans, skydiving Night life Alcohol Relaxation Go where other college students are Events Concerts Preferred Packages: Price $400-$600 Average stay 4-5 days Inclined to like packages with drinking specials and free cover Tropical environment College budget- students plan spring break around it.
  12. Interview Findings If a package is priced too cheap, it raises concern. Too expensive, college students can’t afford it.
  13. Limitations Exploratory Research Conclusive Research One-on-one research Limited to only Florida residents and friends near by Biased because interviewees were friends and classmates Reveals attitudes of small group only Moderator needs to be in control or group dynamics could taint responses Recruitment can be difficult without a strong incentive Intercept interviews can be subject to bias if not carefully recruited SurveyMonkey.com Amount of questions Not random Inaccurate demographic data Access limitations- were they able to view the link Human error- selecting the wrong answer
  14. Findings We will encourage the travel agency to introduce spring break packages to college students. We found through our exploratory research that spring breaks have a possibility for high demand.
  15. Next Steps We would then recommend the travel agency to: Contact resorts, recreational organizations, clubs and bars to see what packages can be put together that meet research criteria. Competitively price packages between $300-$600. This would include stay, drink specials, free cover to bars/clubs, and at least one recreational activity. The travel agency needs to advertise to college students to get the word out about the packages they now offer. They can do this by: Passing out fliers on campus Advertising on the internet Social networking Campus paper/magazines Campus TV/Radio Campus organizations
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