This paper explains the 'product' and 'pricing' aspects of the marketing mix of Sandals Resorts. It explains the positioning of the product as a relatively low-cost chain of destination resorts that also offers additional options and amenities to couples who want to have weddings in the Caribbean. It compares Sandals with the advertising and positioning strategies of competitors.
Sandals Resort
Based Brand "Sandals Resort" develop Product Price Using references found learn chosen brand (Sandals. ), write a page APA style essay Final Project Template, providing information: Product: Discuss classification product, stage product life cycle, product positioning, features benefits product.
Sandals Resort: Product and Price
Product
Sandals Resort is a popular chain of resorts in the Caribbean. Because of the nature of the travel industry, Sandals tries to project an image of luxury and romance, even though it is not a 'high end' product, in terms of its cost. In contrast to some of its competitors, like Club Med, Sandals stresses its more 'adult' nature, including the option of wedding and honeymoon packages. On its website, Sandals advertises: "Come experience the very pinnacle of luxury all-inclusive Caribbean excellence. Sandals delights couples in love with supreme luxury resorts in St. Lucia, Jamaica, Antigua and the Bahamas, featuring gourmet candlelit dining for two, gorgeous tropical settings and some of the world's most exquisite beaches." The 'luxurious' nature of Sandals' resorts are stressed, but there is also a subtle reference to the 'bargain' aspect as well on the website, such as the many amenities included in the price and unlimited premium drinks.
The product is positioned to entice a couple that wants a getaway in a warm, tropic destination who does not want to do a great deal of planning in terms of finding a hotel and activities. Sandals Resorts offers to provide this service for the consumer. Pricing is not advertised directly in a prominent position, although there is a note that you can save up to 65% if you act now to buy certain offers. In contrast, one of Sandals primary competitors, Club Med, advertises primarily on price, although it also calls itself a 'luxury' hotel chain. Its webpage stresses the low prices of various vacation packages. Club Med is also more family-friendly in its orientation, and offers a wide array of special packages and pricing options for families with children and adolescents. The major group to which Sandals, Club Med, and the 'brand name' luxury resorts in the Caribbean do not cater to is that of teenagers on spring break, or young adults seeking to 'meet someone.' The emphasis is on couples (Sandals) and families (Club Med).
Sandals, more so than Club Med, stresses the 'romance' of its product by showcasing various couples holding hands as they walk on sandy beaches on its website. For couples planning weddings or honeymoons, there is an option to interact on the website with other couples through a feature called 'Wedding Groups' and 'Wedding Blog.' Even already-married couples can seek out Vow Renewal packages. Both resorts, however, offer the option of add-on packages, such as destination adventures and horseback riding. Club Med also offers a wider range of international destinations to which the traveler can go. Sandals' stress is upon the Caribbean alone. This suggests how, for Sandals, finding some place to 'forget it all' and 'get away' as a couple is the primary branding strategy of its vacation packages.
The branding of both Sandals and Club Med tends to be far more generic than other competitors such as Canyon Ranch, a specific 'spa' destination, or vacation packages that specifically cater to vacationers desiring a sports-specific experience, such as a dude ranch. Club Med offers add-on packages for individuals who want riding, and certain resorts offer tennis lessons on-premises, but the overall emphasis is on a general 'vacation' experience, versus something designed for a serious sports enthusiast.
Pricing
Although they call themselves luxury experiences, Sandals is priced lower than high-end resort destinations. Its focus on the Caribbean allows it to offer more budget travel options. One recent July 4th promotion offered a rate of $222 per person, per night, along with other amenities such as air fare credit, couples massages, and a free night or two. In general, there are several generic strategies for pricing. Either the company can price its services low for a generic item, to encourage consumers to purchase the item based upon value, or price the item low within a niche market. The company can also deploy luxury pricing -- pricing high, to encourage an exclusive image or exclusive clientele, or focus on offering a high-quality differentiated product that is desirable because it is rare, rather than cheap.
In the case of Sandals, a rather 'generic' resort, the strategy is pricing relatively low within the resort market. It is not priced 'rock bottom' given that it is focused upon families and couples that desire certain amenities (versus backpackers who stay at ultra-low cost youth hostels, for example), but its offerings and destination selections are not on par with exclusive resorts that cater to the very wealthiest members of the population.
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