Contiki Tours : Marketing Strategy Analysis

Contiki Tours is an organisation that offers packaged holidays to a variety of local and international destinations. Their targeted market is limited by age. Clients must be between 18 and 35 years old. The analysis will focus on Contiki *s Australian market for international holidays. Contiki have adopted a concentrated marketing strategy in identifying market segments. This means that they have elected to focus their marketing efforts on gaining a high share of one particular segment of …

…the extent that this occurs, friendly and knowledgeable travel consultants should be an integral part of Contiki's product offering. In order to achieve this, promotion (i.e. personal selling) to the distribution channel should be emphasised. From this discussion it is evident that the interaction between consultant and customer is a key aspect of the value delivery sequence. Increasing perceived value involves managing the people or participants in the consumption process (Berry, 1980; Booms & Bitner, 1981).