Beachside Retreat of Kim-Free-Samples for Students-Myassignment

Question: Discuss about the KIMs Beachside Retreat. Answer: The discussion paper is made in the light of KIMs Beachside Retreat located on the beach at Toowoon Bay. It will take over one hour to reach the location situated north of Sydney, New South Wales, Australia, by car (Voyeur.realviewtechnologies.com 2017). The detail of the resort is derived from the July 2017 edition of Virgin Australia Voyeur Magazine. The area of market interest for both the resort and the location of New South Wales will be discussed in this paper. The role that advertisement plays for reaching and influencing its chosen market is evaluated using three marketing strategies. The strategies include AIDA framework, advertising appeal and colour theory. Toowoon Bay is located on the New South Wales Central Coast. It can be reached starting north from the Sydney Opera House with just over an hour drive and an hour drive south of Newcastle (Kims Beachside Lodges 2017). New South Wales is the point of attraction for both national and international tourists. In the year-end March 2017, New South Wales have seen 33.3 million overnight visitors, which comprises of 88 percent of domestic and 12 percent of international visitors. The overnight visitor statistics have risen to 4.7 percent compared to year-end March 2016. A total of 186.4million visitor night has been spent by the tourists, who comprises of 52 percent domestic and 48 percent international tourists. The statistic shows that there has been a 5.1 percent rise in visitor night spent at year-end March 2017 compared to March 2016 (Tra.gov.au 2017). The economical statistic at the year-end March 2017 shows that a total consumption of 26.5 billion dollar by the overnight visitors has been recorded. The total consumption percentage comprises of 63 percent domestic and 37 percent international visitors. A 5.5 percent increase in overnight visitor expenditure has been recorded at year-end March 2017 (Tra.gov.au 2017). According to the statistics recorded on year-end May 2017, the top five market segments for international visitors travelling to New South Wales (NSW) are from China, New Zealand, USA, UK and South Korea. NSW receives most of its domestic visitors from the region of Brisbane and Queensland (Warren 2012). The advertisement that is published in the Virgin Australia Voyeur Magazine targets both the domestic as well as international tourists who look for spending quality time with their family at a peaceful place. The statistic provided above shows that the percentage of domestic overnight visitors to NSW is more than that of international visitors. Therefore, the advertisement target is aligned more towards the domestic visitors. Kims Beachside Retreat is a holiday resort built in the lap of nature (Warren 2012). It is built specifically as a holiday resort, for those who want to spend their holiday in leisure and luxury staying close to nature. Therefore, it is targeted towards families or couples who are travelling for casual purpose and have high income. Advertising the enterprise of KIMs Beachside Retreat in the Virgin Australia Voyeur Magazine will attract these tourists as a large percentage of domestic and international visitors coming to NSW hail from this market segment (Warren 2012). The aim of an advertising appeal is to motivate or influence target clients to give special attention or take special action towards certain services or products (Zhang 2014). KIMs have used both emotional and rational advertising appeal to persuade their customers to stay at their resort. KIMs have cleverly utilised texts and images to attract the attention of the tourists who are looking for a quiet getaway from the hassles of regular life. KIMs states that they offer Comfort and lifes simple pleasures that provokes the interest of the customers looking for a peaceful holiday (Voyeur.realviewtechnologies.com 2017). KIMs claim that its stylish beach, rainforest and hillside bungalows and villas , together with delectable chef prepared buffets, provide the perfect setting for relaxation at this beach oasis right on the doorstep of the Pacific Ocean is sure to lure the nature lovers to spend some time at this location (Voyeur.realviewtechnologies.com 2017). KIMs have also tried to ut ilise the emotional side of its clients by offering promotional discounts on booking a room that has proven to be successful in attracting more tourists. Colour plays a vital role to motivate and persuade an individual and created expected opinion, emotion or feeling (Jasper 2014). It is proven that colours are generally associated with certain emotional meanings that can be used to portray information, which appeals the emotion of a consumer while making a purchase decision (Jasper 2014). KIMs have chosen white and green as the principle colours for their advertisement that provides a sense of purity and serenity of nature that appeals the emotion as well as the interest of a tourist, especially those who love nature (Ladd-Franklin 2013). The brown wood finish of the resort rooms depict security and comfort which is highly sought by any tourist booking a room (Ladd-Franklin 2013). These colours will surely appeal the visitors looking for peaceful yet luxurious accommodation for romantic or family getaway. The purpose of the AIDA framework is to construct a message, which will influence the target market and provoke consumer purchase by attracting the attention of the customer, holding their interest and arousing desire (Budiawan, Satria and Simanjuntak 2017). The advertisement of KIMs Beachside Retreat in Virgin Australia Voyeur Magazine attracts the attention of its target market by the use of a catchy heading, wise choice of colours and beautiful images that depict a life close to nature. The tourists looking for a peaceful yet luxurious getaway close to nature and at a reasonable price rate will surely be interested to explore the details of the resort further. The chosen texts like Comfort and lifes simple pleasures and the high-quality pictures of the meals offered by them will arouse the desire of the target market to experience the products for themselves. Contact details are also provided in the advertisement for those who seek more information regarding any matter related to the resort, resulting in an action being obtained. Therefore, considering the three modes of marketing theory and the way KIMs have utilised them in its advertisement, it can be concluded that the advertisement published in Virgin Australia Voyeur Magazine edition July 2017 is sure to bring success to the purpose of KIMs beachside retreat. References Budiawan, R., Satria, A. and Simanjuntak, M., 2017. THE QUASI EXPERIMENTAL STUDY OF THE INFLUENCE OF ADVERTISING CREATIVITY AND EXPOSURE INTENSITY TOWARD PURCHASING ACTION WITH AIDA APPROACH. Independent Journal of Management Production, 8(2). Jasper, A., 2014. Colour Theory. Kims Beachside Lodges. (2017). Romantic Getaways Sydney | Central Coast Luxury Accommodation | Kims Beachside Retreat. [online] Available at: https://kims.com.au/ [Accessed 7 Aug. 2017]. Ladd-Franklin, C., 2013. Colour and colour theories (Vol. 45). Routledge. Tra.gov.au. (2017). Cite a Website - Cite This For Me. [online] Available at: https://www.tra.gov.au/ArticleDocuments/250/IVS_one_pager_March2017.pdf.aspx?Embed=Y [Accessed 7 Aug. 2017]. Voyeur.realviewtechnologies.com. (2017). Voyeur : August 2017, Page 1. [online] Available at: https://voyeur.realviewtechnologies.com/#folio=158 [Accessed 7 Aug. 2017]. Warren, C., 2012. Central NSW Tourism Product Development Newsletter 2. Zhang, H., Sun, J., Liu, F. and G. Knight, J., 2014. Be rational or be emotional: advertising appeals, service types and consumer responses. European Journal of Marketing, 48(11/12), pp.2105-2126