Presentation on theme: "Barron Canyon Bed and Breakfast (BCBB): Marketing Initiatives Prepared By: Ted Morton, Nelson Rosien, Jessie McKay."— Presentation transcript:
Barron Canyon Bed and Breakfast (BCBB): Marketing Initiatives Prepared By: Ted Morton, Nelson Rosien, Jessie McKay
Overview ► Current Position ► Situation Analysis/SWOT Analysis ► Future Position ► Recommendations ► Implementations ► Conclusion
Current Position ► Medium Sized – B & B ► Current Target Market = Mid-centric consumers 40-70 yrs old Couple/Married/Family ► Defined Through CRM ► Additional Activities = Better Value Proposition
SITUATIONAL/SWOT ANALYSIS 1)Location – to trans Canada highway, to Algonquin, to town, to outfitters, general property setting 2) Owner’s are employees 3) Day Trips STRENGTHS
SITUATIONAL/SWOT ANALYSIS BCBB Google Maps, (2010, April 1). Bed and breakfast Ottawa valley. Retrieved from http://maps.google.ca/maps?hl=en&q=Ottawa%20Valley%20Bed%20and%20Breakfasts&um=1&ie=UTF-8&sa=N&tab=wl
SITUATIONAL/SWOT ANALYSIS USP/Value Proposition: ► ► Offer more than just Bed and Breakfast ► ► Additional Trips/Activities Increase Stay ► ► Why go somewhere else “We have it all” ► ► Consumers want to stay but need incentive it is expected that with the social/demographic change of aging baby boomer’s the realistic nature of multi-day bed and breakfast will become more practical due to an increase in ‘free time’ among participants.” “it is expected that with the social/demographic change of aging baby boomer’s the realistic nature of multi-day bed and breakfast will become more practical due to an increase in ‘free time’ among participants.”
SITUATIONAL/SWOT ANALYSIS Weaknesses: ► ► Mainly External ► ► Our ‘Place’ ► ► Societal Changes – aging demographic vs. distribution channel ► ) ► Promotion of product: Occupancy rates 712(person/night /period) occurs in July/Aug, the reciprocal of this is seen in Nov/Dec, with a mere 81(person/night/period)
SITUATIONAL/SWOT ANALYSIS How to Cover: ► ► Control ‘place’ and direction of promotion ► ► Promote at American/Ontario border ► ► Special Pricing Tactics Target Market = ► ► Couples aged 40-75, families, multi-night travellers, income above 50,000$/yr, from the USA/eastern Ontario
SITUATIONAL/SWOT ANALYSIS Access to Additional Outdoor Activities Length of Stay 1-5 Nights 1 2 3 4 5 *Note: Map is in relation to OVTA listed Bed and Breakfasts: Ottawa Valley Tourism Association,. (2010, February 10). Accommodations: bed and breakfast (inn). Retrieved from http://www.ottawavalley.travel/Accommodations/Bed_and_Breakfasts_and_Inns/page-1.htmhttp://www.ottawavalley.travel/Accommodations/Bed_and_Breakfasts_and_Inns/page-1.htm Legend 1)Grey Gables Manor Inn 2)Frontier Trails 3)The Fans of Calabogie 4)The Hobit Bed and Breakfast 5)Barron Canyon Bed and Breakfast
Recommendations/ Implementation ► Special pricing tactics: returning customers assume lower rate. Greater reduction for returning. Specific times to take advantage in returning rate pricing means control in occupancy during low times. ► Improving advertisement quality and location: promote more to American’s as if they commit to coming or are in the area they are more susceptible to stay for extended period of time, value proposition is attained easier with out of region participants. On the other end of the scale, promoting single night getaways to local region can yield positive results by word of mouth to people coming to visit community. Web advertising with online booking, attend tradeshows. ► Improving ‘place’ distribution channel and overall distribution channel: obtainable by broadening horizons through special pricing tactics, advertising to niche clients. Essentially reaching larger audience with target market.
Conclusion Ultimately, through special pricing tactics, improved distribution and promotion pieces, Barron Canyon Bed and Breakfast will become a modified B&B creating a new want within the B&B market sector
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