This section reveals the Company’s marketing strategies including distribution channels, branding, target
marketing, pricing strategy and customer service. Furthermore, the Company’s positioning statement, strengths,
weaknesses, opportunities and threats are presented.
Bamboo YogaPlay’s main sales goal is to attract guests to stay at the resort. If sales goals are met in terms of the
number of guests paying for accommodations, then the retail, restaurant, and services categories will also thrive.
Sales goals for Bamboo YogaPlay are heavily influenced by seasonality. The table below shows the total number of
rooms Bamboo YogaPlay expects to sell annually in each of its first 5 years.
In year 1, while Bamboo YogaPlay is undergoing construction and has only 3 rooms available, Bamboo expects to
fill a total of 306 rooms. After the expansion of Bamboo YogaPlay, sales are projected to increase dramatically.
These sales projections are based on competitors’ sales information. In year 2, the company expects to fill 2,904
rooms, at an average occupancy of 65% in the high season, and 40% in the low season. In year 3, Bamboo
YogaPlay expects sales to increase to 3,806 total rooms, with an average occupancy of 75% in the high season and
60% in the low season. In year 4, the Company expects growth to continue, with sales increasing to 4,296 total
rooms based on average occupancy of 85% in the high season and 70% in the low season. In year 5, Bamboo
YogaPlay expects sales to reach 4,680 total rooms, at an average occupancy of 90% in the high season and 75% in
the low season.
As Bamboo YogaPlay grows, the company will hold more and more retreats, including larger groups renting out a
portion or the entirety of the Bamboo YogaPlay facility. This will allow the Company to meet the growing sales
projections more easily.
Bamboo YogaPlay’s marketing plan will generate the level of interest they need to meet the sales goals listed
above. Historically, the Company has found that 20% of potential guests who inquire about staying at the hotel
actually become guests. Based on this conversion rate, the table on the following page shows the total number of
leads that Bamboo YogaPlay will need to meet their yearly sales goals.
Bamboo YogaPlay caters to tourists and movement arts enthusiasts who are who are looking for adventure,
relaxation and creative exploration in an eco‐friendly paradise. Bamboo YogaPlay serves this need by providing an
environmentally friendly resort that offers a wide variety of yoga and other movement arts classes taught by some
of the world’s foremost experts, set in the paradise of a Costa Rican beach town. This is unlike other resorts in the
country that do not offer this combination of high quality service, eco‐friendly accommodations, amenities and
breathtaking location at the price Bamboo YogaPlay does.
The following chart presents Bamboo YogaPlay’s strengths, weaknesses, opportunities and threats:
Bamboo YogaPlay wants customers to associate adventure, health, fitness, artistic expression, relaxation and fun
with their name and brand. The Company also wants to communicate the exotic environment and feel of the
resort while providing the yoga and movement arts focus. The name Bamboo YogaPlay clearly alludes to the
services offered, the fun and active nature of the resort and an aspect of nature and exoticness.
The Company’s tagline, “A Sanctuary for Living Artfully,” helps customers understand that by staying at Bamboo
YogaPlay, they will fully immerse themselves in a lifestyle of peaceful relaxation and artful experience.
Bamboo YogaPlay will use a discount pricing strategy, offering a unique high‐end eco‐resort experience at a lower
price than their most similar competitors. The company will also incorporate vacation packages into their pricing,
allowing guests to purchase accommodations, classes, spa services, adventure tours and more for a discounted
Bamboo YogaPlay is also happy to use a custom pricing strategy for organizers of retreats. The Company will work
with retreat organizers to create custom retreat packages that include the specific accommodations, facilities and
services that they need for their group.
MARKETING STRATEGIES (PROMOTION & ADVERTISING)
Bamboo YogaPlay will hire a marketing agency to market and promote their services. Possible marketing
- Listings on travel websites
- Social Media
- Online Advertising
- Search Engine Optimization
- Magazine Advertisements: Conscious Dancer Magazine, Origen Magazine, Yoga Journal
- Local Phone Book and News Publications
Website: A well‐optimized website with proper site structure, page layout, and clear and easy navigation, along
with targeted keywords embedded throughout the site, will ensure proper search engine placement and
saturation. The Company’s website will be an important marketing asset. Along with Search Engine Marketing
and Search Engine Optimization, the Company’s site will be easily navigable and highly informative, serving as a
platform to generate new business.
Online Marketing and SEM (Search Engine Marketing): The Company will use Google AdWords in its online
marketing campaign as well as in‐depth Search Engine Marketing (SEM). SEM is a collection of online marketing
strategies aimed at improving a website’s ranking on the search results of today’s most popular search engines,
such as Google, Yahoo!, and Bing. SEM campaigns typically include the following strategies:
Search engine optimization (SEO): SEO is considered by most online marketers to be the cornerstone of
any successful SEM campaign. This form of marketing uses unpaid tactics to improve a site’s search
engine results ranking. Effective SEO entails the creation and regular maintenance of a website using
contextual language and proper HTML coding techniques, such as using keywords throughout the site’s
content and design that should call the site naturally from a search engine. The Company will continually
revisit SEO strategies to improve the organization’s search engine ranking.
Paid placement: Paid placement includes the terms Pay Per Click (PPC) and Cost Per Click (CPC). PPC
refers to advertisers paying websites to host their ads, with payment occurring only when the ads are
clicked. CPC refers to the amount of money advertisers pay search engines for each click.
Contextual advertising: This form of “smart advertising” displays ads in a reserved space to online viewers
depending on the content surrounding the ad. For example, if a user is checking his or her email and
several subject lines include content relating to woodworking, the reserved ad space might display an
advertisement for the Company.
Paid inclusion: Paid inclusion is a form of search engine marketing in which the advertiser pays the search
engine to be placed in its search index. These are often referred to as sponsored listings, appearing above
all the natural results of the search.
Social Media: Social media sites are the best and cheapest ways to create a buzz about a new business. Bamboo
YogaPlay will develop a social media presence via Facebook, LinkedIn, Twitter and other social networks in order to
establish a dialogue with customers and create a sense of community around the brand and the Company’s
stakeholders. Staying actively involved with the Company’s page, as well as reaching out and connecting with
companies and organizations with similar interests will be a great way to market the business.
Inbound Linking: When other websites, blogs, or social networks cite a company’s web pages, it brings credibility
to the business – particularly when the site referring to the business’s page is credible itself. Along with Search
Engine Optimization, the Company will pursue an inbound linking campaign to help its site achieve search engine
E‐Newsletter: An e‐newsletter will serve as an outlet for the Company’s communications with its customers. The
newsletter will be informative, including industry news and updates, in addition to showcasing The Company’s new
products, services, and sales.
Blog Marketing: Blog marketing is a modern, innovative way to reach new audiences. By maintaining an
informative business blog, the Company will improve its link building, attract organic traffic with key phrases, and
encourage the viral marketing of its blog posts by readers.
Online Retargeting: The Company will invest in online retargeting services which will help it to advertise to the
innumerable clients who briefly visit its website but do not make a purchase. Potential customers will be followed
during their visits to other sites by advertisements for the Company, encouraging them to take another look.
Online Public Relations and Link Bait: The Company will focus on state‐of‐the‐art online public relations to bolster
brand awareness and trust. The Company will place industry tips, articles, promotions, and link bait on its site and
affiliated sites. Link bait is anything that can be posted on a website to increase buzz and visits: i.e. controversial
blog posts, celebrity interviews, breaking industry news, etc.
Viral Video Clips: The Company will post video clips on blogs and social networking sites using a popular online
video forum such as YouTube. Video clips are a chief facet of viral marketing campaigns and can catch the
attention of a vast audience of online viewers, acting as visual referrals for the brand.
Green Initiatives: The Company’s effort to reduce its carbon footprint will attract curious visitors as well as spur
word of mouth referrals. Practicing green business is not only a way for the Company to generate positive press
for itself and attract interested clients, but also a way to save on energy costs and provide customers with more
environmentally friendly options.
Local Print Media: The Company will create eye‐catching advertisements and distribute them to various local
media sources, including newspapers, weekly publications, community newsletters, and the local Yellow Pages.
Competitions: Competitions are a great way to engage market segments. This type of promotion taps into
people’s desire to be recognized and to compete with others. At the same time, competitions have a way of
promoting community and generate interest.
Bamboo’s public relations strategy will be determined as part of the marketing strategy defined by the Company’s
Bamboo YogaPlay guarantees great service and hospitality by having staff on call 24 hours. Company Guidelines
are in place that detail how staff members should deal if various problems should arise. Those guidelines are
constantly updated and amended as needed. If a problem arises, it will be dealt promptly by any means of
communication through either the manager or owners directly. Bamboo YogaPlay will be able to evaluate
customer service initiatives by reading reviews and testimonials from actual customers, and then using their
feedback to continuously improve the system.