OVERVIEW In this group assignment, you will be required to develop a product or service that you and the members of your group will be marketing to individuals within the tourism and hospitality industry. You will be required to work together as a group to put together a PowerPoint presentation highlighting your Product or Service. You will be following the outline below to prepare your presentation The Group Project provides opportunities to improve your understanding of how to be effective in four major areas: Understanding the concept of marketing for hospitality and tourism Greater awareness of marketing strategy utilized in this industry Work on group processes/team work Presentation (giving oral presentations) OUTLINE OF GROUP PRESENTATION Each group presentation will include the following sections 1. Objectives Clearly state SMART (Specific, Measurable, Achievable, Results-oriented, Time-framed) overall objectives (e.g, sales revenue and profit, S and/or unit market share) listed in order of priority 2. Target Market List the market segment(s) that you are targeting in order of priority (eg. primary, secondary, tertiary, demographics etc). Briefly describe each segment. The rest of your presentation may primarily focus on recommendations pertammg to one or two) these segments. If this is the case, at the end of the Target Market section, please include a note stating the segment(s) you will focus on for the remainder of the paper 3. Product/Service/Organization Recommend what your product, service, or organization should be including its name, a brief overview of the product/service/organization, a brief summary of its most important benefits and features (which should be listed in detail in Appendix A), and specific recommendations for customer service. The product, service, or organization does not have to be new, it can be an existing product, service, or organization as long as it faces some interesting marketing challenges. 4. Positioning Describe your positioning strategy and develop a positioning tagline. Remember that your positioning should differentiate your offering from competitive options. (Therefore, to have an effective positioning your group needs to have a clear idea of your most important competitors.) Think about Walmart positioning strategy. In particular, your positioning tagline should communicate (directly or indirectly) the primary benefits of your offering versus competitive options 5. Pricing Set an exact price and, if applicable, explain any discounts or rebates. 6. Distribution Explain how your product/service will be distributed and how you will evaluate, manage, and motivate your channels of distribution 7. Marketing Communications Outline individual recommendations for each of the following types of marketing communications (if they are appropriate to your product/service/organization) advertising, publicity, direct marketing, sales promotion, personal selling, and social media. 8. Additional Recommendations & Reasons If you have any additional recommendations (eg, pertaining to marketing research, funding). please include them in this section. 9. Appendices: Appendix A Features and Benefits Divide one sheet of paper into two sections: the first headed "Benefits" and the second headed "Features. List the benefits and features in order of priority. e.g., list the most important ones first. Describe the benefits and features as if you were writing actual marketing copy to be included in marketing communications. Make sure your group identifies the most important overall benefits (e.g., benefits the target audience will gain from your overall product/service organization) as well as from the individual features of your product/service. Begin the benefit statements with action verbs (when possible and appropriate). Note: This is not a research project so you only need to provide a brief overview of each trend Appendix D. SWOT Analysis This section will contain a SWOT analysis for your organization versus all of your competitors as a whole (.e., versus the competitive situation overall). SWOT stands for Strengths of your product/service/organization, Weaknesses of your product service organization, Opportunities = recommendations for how your organization can capitalize on competitors' weaknesses and other market opportunities, and Threats = recommendations for how your organization can protect against threats (eg.. competitors' strengths or other changes in the environment) CLASS PRESENTATIONS Please make the presentation interesting and appealing to capture and hold class members' attention. Do not simply read your paper or presentation. Be creative! Use visuals when possible. Below are a list of products and services that are marketed in the hospitality and tourism industry or you could create your own product or service. Accommodations; for example, Taj, ITC Hotels. Transportation; For example, Owning taxis, luxury buses, and boats. Retail Travel Agents Tour Operators Shopping Centers such as malls Cinema Theatres such as PVR Restaurants for Food and Beverages CLASS PRESENTATIONS Please make the presentation interesting and appealing to capture and hold class members' attention. Do not simply read your paper or presentation. Be creative! Use visuals when possible. Below are a list of products and services that are marketed in the hospitality and tourism industry or you could create your own product or service. Accommodations; for example, Taj, ITC Hotels. Transportation; For example, Owning taxis, luxury buses, and boats. Retail Travel Agents Tour Operators Shopping Centers such as malls Cinema Theatres such as PVR Restaurants for Food and Beverages Tourism Information Centers Souvenirs Outlets Museums, Temples, Gardens, and Theme parks