SECTION VI

TOURISM MARKETS

Market Size and Trends

MARKETING OBJECTIVES

Here are some of our current marketing efforts through market Share Splash

Island abstracts from industry-wide macro environmental variables such as the

state of the economy, or changes in tax policy. Sales of the Splash Island resort

will be based on the earning profit for the satisfaction of our customers Profit

Splash Island Profit will goes to the facilities to improve more our services to our

customers .Brand Awareness/Brand Preferences/Brand Loyalty Splash Island are

using trusted products. These are the products it usually offered and always been

loyal to the Brand. We want to achieve 10 Years from now the Splash Islands

objective is to become one of the tourist destinations in the Philippines. After

Closing for 3 years they have many changes especially in their management. They

have new features and Services offered and their employees are more service

oriented and excellent. They were having 1000 customers per day and 2000 every

weekend and to become a day to night shift of the customer. We build a hotel so

that our customer will be able to relax and more comportable to our resorts. We

also build a different fast food chain so that they can easily eat and enjoy the stay

n our resorts It was also having connections to busses for accessibility and

transportation. Providinga good quality of service to the customers for the past

years. And maintain the safety and security of everyone. It also increases the sales

because of the new built Southwood Ave. Golf Course and a Hotel for

accommodations. It always maintains cleanliness including 45 minutes of

Filtration Chlorine and Proper Maintenance in the whole Resort. It has a big

improvement unlike before.

The Target Market

Splash Island was using target market combination of market segmentation of

Demographic, Geographic and Psychographic. The marketing mixes for multi-segment

strategy may vary by product feature, price and promotional material and distribution

methods. If product variations require additional work, it may incur higher production

costs. Different promotional plans and distribution efforts will result in lower marketing

costs. That’s why it was planned carefully, to make sure the costs don't outweigh the

benefits. Located at Southwoods Ecocentrum in Biñan, Laguna might be an excellent

choice since it’s only around 30 - 45 minutes south of Manila to go to Splash Island,

just take the Southwoods southbound exit of the South Luzon Expressway and follow

the directions.

* Demographic and Geographic

The Target Market of Splash Island are commonly coming from CALABARZON

region composing Cavite, Laguna, Batangas, Rizal and Quezon. Because it is very

near to south super highway and just 30 to 45 away fro manila. They are targeting

employees from large companies for corporate outings, Incentives, Planning Sessions

and Team Building at budgeted cost, Large group outings including school field trips

and Celebration or Events like wedding and Birthdays. It would always prepared

every summer because it is the highest rate of visitors. It targeted the adults, the

young’s, Students, Industries, Families and Lovers in any age.

* Psychographic

Fun-Seeking, Family Stage, Family Oriented, Status Seeking, Sports Enthusiasts

and Trade Associations. It was offering service products based on the attitudes, beliefs
and emotions of their target market. Before Splash Island is strictly prohibiting the rules

of proper wearing of swimming attire but because Filipinos are known as conservative

they are now letting them to wear anything they want.

* Unique Selling Proposition (USP)

“Experience the Thrill” All Year Around. Splash Island want to emphasize what the

customers can get from the slides, rides and attractions that designed to provide with a

day filled with aqua thrills and adventure and always been open all year around. That

ensures safety, so that they would take time to acquaint their self in trying the splash

Island. The staffs are trained to assist them with their special needs.

* Positioning Slogan

“We treat People like we want to be treated” Employees of Splash Island are well

trained. Before they start to provide service they would first try everything in splash and

will do their work properly as what the splash Island treated them with goodwill.

Primary Target Market

Our primary target markets are family oriented, students tours, group of colleges and

University outing and tours of other professional companies.

Secondary Target Market

Our secondary target market are foreigner ad other potential customer and visitors
Competitor Analysis

Our existing competitors are in the big company like malls, enchanted kingdom and hot

spring resorts in Calamba. Our competitors have a high quality services and they are the

biggest threat in our resort because they have more accessible location compare to Splash

Island. Our resorts and competitors have also the same target market. Some of them are

having advertisement through conventions, Exhibitions, Billboards and TV Commercials.

They were also doing good strategies like attracting customers by having an affordable

price , Discounts , Promo ,Freebies and giving excitements and fun.

Competitors Marketing Efforts Competitive Strategy

- Accessible location, same

1. MALLS target market. High Quality Products and

Advertisement through TV services, Medium prize

Commercials. Strategies:

Discounts, giving

excitements and fun.

Shopping Malls are

managed by large

companies like SM group of

company, and most of us

prefer to have a tangible

product.
 - Biggest threat in the resort

2. HOT SPRING because they have more High Quality Products and

RESORTS accessible location. They services, Medium prize

Pansol, Laguna also have the same target

market. Some of them have

advertisement through

Convention, exhibitions and

TV commercial. Strategies:

affordable price, Discounts,

Promo, Freebies and giving

excitements and fun. People

would prefer to go to

Resorts in Pansol because

of the hot spring water

coming from the mountain.

- Greatest Competitor.

Accessible location, They

3. ENCHANTED also have the same target High Quality Products and

KINGDOM market. Advertisement services, high prize

through conventions,

Exhibitions, Billboards and

 TV Commercials. They

were also doing good

strategies like attracting

customers by having an

affordable price, Discounts,

Promo, Freebies and giving

excitements and fun.

Enchanted Kingdom which

is one of the largest theme

parks in the Philippines is

having a lower price from

500 to 300 and it was

always been famous

especially to the young

ones. It was also supported

by Department of Tourism.
PUBLICITY AND PROMOTION PLAN

MARKETING STRATEGIES

• Product/ Service Strategies

Giving the best intangible experience for everyone by trying the thrill in splash Island

Resort and having good relationship between customers and employee and to be treated

special.

• Pricing Strategies is very affordable

 Weekdays

P 350.00 General Admission

P 300.00 Child Admission

Senior Citizen (with National Senior Citizen ID)

Saturdays, Sundays/Holidays

P 400.00 General Admission

P 350.00 Child Admission

Senior Citizen (with National Senior Citizen ID)

Children under 36" are free of charge. Higher rates apply during peak

season. Admission fees are subject to change without prior notice.

Splash Island policy prohibits refunds and rain checks.

A guest who leaves Splash Island with the plan to return within the day must

have their hands stamped at the exit. The hand-stamp and admission ticket

must be presented to re-enter.

Park Admission

Splash Island's one-day ticket entitles guests to unlimited use of all slides,

attractions, and facilities. Cottages situated around the park are FREE of

charge and are on a First Come First Serve basis except for the Cabanas or the

Bahay Kubo cottages which may be rented for a minimal fee.

• Place Strategies is very accessible

 Located at Southwoods Ecocentrum in Biñan, Laguna might be an excellent

choice since it’s only around 30 - 45 minutes south of Manila to go to Splash

Island, just take the Southwoods southbound exit of the South Luzon

Expressway and follow the directions

• Promotion Strategies

Promoting Splash Island by:

TV Ads and Commercials

Internet and Website (http://splashisland.net/)

TV Program

Brochures and Magazines

MARKETING CALENDAR/SCHEDULE

Month Promotional Objectives Estimated Budget

Activity

December TV advertisement To recognize the I million

resort. For

launching of our
 new hotel.

April-May Tour packages To make tourist 750 thousand

come and also it

will recognize the

resort.

January-December Internet Website, To easily know the 250 thousand

distribution of resort well and to

poster and flyers. attacrt the

customer. And to

be acquainted with

directly.

Total P 20000000

BUDGET

• Product 9.5 million yearly

• Promotion 3 million marketing

• Place 9 million

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Total = 21.5 million