Fifield (1998) explains that the four P’s are a shorthand way of describing the combined tactical activities of the marketing functions, however Booms and Bitner (1981) extended the mix to include elements such as People, Physical Evidence and Processes bringing it to 7ps.
The Product (Groucutt 2005)
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Based on high quality service.
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Supplying water sports activities for people with high disposable income.
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Flying the customers to the outer islands of Mauritius with an amphibious plane.
The Place (Groucutt 2005)
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Business operates from the capital. (2 startegic reasons behind this)
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For those who have a lower budget could be lodging in less affluent hotels in the capital (for example 3 stars).
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The use of an amphibious plane makes sense to be located at the harbour, quick access to transport and mainteneance.
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St Brandon islands offers a unique environment for fly-fishing as well as for scuba diving (Ministry of Environment and Sustainable Development 2011).
The Price ( Scwarz & Hunter 2012) (Nagle, Hogan and Zale, 2011 & Jobber and Fahy, 2009)
Strategy
The price startegy is orientated towards market penetration with promotional prices and uses psychology to make the targeted customers aware of the product and its quality. Armstrong and Kotler (2000) define marketing segmentation as the dividing of the consumer market into distinct groups on the basis of needs, characteristics or behaviour.
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Characteristics: 40% tourists in Mauritius are from the up market segment / age 35 and above/high income.
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Needs: Standardise service for water sports/ the need for something different. (Need new product).Fifield (1998) suggest that people are less willing to settle for mass produced, standardised products and therefore are searching for something that is different and more unique.
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Behaviour: General research for new products (walking with lions, dolphin trip, scuba diving, fishing).
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Pricing strategy through promotional price is the favoured approach.
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As the product is unique it does not need to undercut other operators.
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At this stage the business should go for low profit.
The Promotion
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Creating a brand name is important (FLYING FISH).
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The use of Saliency advertising from the SPIS marketing model.
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The use of sales response from SPIS marketing (lower price to create product awarness).
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The use of Social media, company Website.
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Promoting the busines using Mauritius Tourism Promotion Authority stands. (using sensory marketing method).
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Promoting in outdoor specialise shops.
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Promoting the business by retaining the client through personalize customer service (informing of new products or outcome of the fishing/scuba on the islands/ monthly basis).
(Brand Republic/Clarke 2000; Grebosz & Wronska 2012), (Guerreiro & Paulo 2015; Groucutt, Leadley & Forsyth 2004; Butterfield 1999), (Mauritius Tourism Promotion Authority 2015), (special report on fishing 2015).
Demographics of New Fishing Participants Participants who began Fishing in 2013, Ages 6+.
The People (Groucutt 2005).
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The business atmosphere will be key to the company. (staff at the heart of stuccess)
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The target is personalize service.
Processing (Groucutt, Leadley & Forsyth 2004)
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Trainning staff in customer service important (Team spirit at the heart of customer service).
High quality service needs commitment and dedication; the need for training in the latest service quality theories will help to achieve this, the aim is to use a personalize service towards the customers (Kevoe-Feldman 2015).
Physical evidence (Groucutt, Leadley & Forsyth 2004)
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Each client would get a printed t-shirt with company logo as well as a cap and a personalise photo made on the remote islands.
