MARKETING & PR

Amber de Freire

Rasa Vella

MARKETING Product Place Price Promotion PR

PRODUCT

Kapawi

Eco-Cultural Lodge

Unique

PLACE Customer to Kapawi

Cost

Convenience

Comfort

PRICE Pricing Strategy

Economy Penetration

PremiumSkimming

Quality

Price

Low

Low

High

High

PRICE Economy

• Low price & low quality (volume in sales)

Skimming• High price & low quality

(industry competitive advantage; first to market)

Penetration• Low price & high quality

(to get name out must raise prices later)

Premium• High Price & High Quality

(uniqueness in product and quality)

PRICE Suggested Retail Price• Price listed on website also the

most expensive price to offer

Type of program3 night / 4 daysFriday to Monday

4 night / 5 daysMonday to Friday

7 night / 8 daysMonday to

MondayFriday to Friday Single

exclusiveUS$ 975 US$ 1,250 US$ 1,970

Single sharing US$ 695 US$ 895 US$ 1,395Double US$ 695 US$ 895 US$ 1,395Triple US$ 595 US$ 760 US$ 1,195

PRICE

Discounts• Volume

• Student

• Agencies

• Promotions

Seasonal Pricing• Low sales times

(January, February, March & September)

PROMOTION Strategy

• Aggressively sell

• Aggressively advertize

www.kapawi.com

PROMOTION Advertizing• Target Market• Demographics

• Media• Print

• Television

• Internet

• Direct marketing

PROMOTION Sales• Limited offer sales

• Referral program

Budget• Industry average

• Fixed % of sales

• Task (setting goals and using promotions to reach them)

PUBLIC RELATIONS Build Image• Cultural Lodge vs. Jungle Lodge

• One of a kind experience

• “A practical way to Save the Rainforest”

Maintain Image

PUBLIC RELATIONS Media/Community Relationships• Newspapers• Magazines• News stations• Radio• CVB/Tourism Board• Schools• NGO’s• Agencies

3rd Party Validity

PUBLIC RELATIONS Prevent ‘bad press’• Created a universal message

• Keep media members happy

Damage Control• Spokesperson

• Get message out first