Jamaican Marketing Case Study

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Marketing

(Kotler) Defines marketing as “a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” Based on this definition and the purpose of the study it can be seen where the marketing is the process of Jamaica creating and developing tourism products to meet the needs of their target markets. This process also includes Jamaica creating stimuli through marketing strategies such as advertisements, which will attract the desired market. Persons demand base on stimuli, their needs and wants become demand for the product when certain stimuli reaches them and influences them to act on these needs and wants. Through various

Albarran, 2006). As a result marketing for branding is the process of creating a positive image in the minds of the target market, so that the destination becomes the clear choice. The marketing for branding process should leave Jamaica at the top of the ranks in the minds of the target market. Marketing for branding reinforces the destinations position in the market; it sets a reputation of what the destination has to offer. As a result destination marketers should aim to remain relevant, by creating and constantly developing the destinations imagine, not just physically but mentally, in the minds of the target market. The current brand of Jamaica is Sun Sea and Sand and to ensure this is always remembered it should be constantly campaigned and delivered in new and innovative ways to keep it relevant and an exciting in the minds of the markets. This is not just to pull prospective visitors but to pull repeat visitors, as the island’s brand is the promise to their market. This brand should not just be communicated but delivered, as this is an element of the marketing process, the exchange of values, and with that exchange of values comes the upholding of a promise. This in turn helps future marketing and branding efforts as satisfied visitors market and share the destinations brand by sharing their experience. This can be done through various mediums,

There are numerous competitors that fall in this industry, and as a result of this marketing for branding is essential in the success of the destination. According to (Alan B. Albarran, 2006) “the major motivation for a business to embrace the principles of brand management is competition.” Tourism is Jamaica’s major source of foreign exchange which plays an important part of its economical growth, hence it can be seen how its success is essential to the development of Jamaica on a whole. Jamaica faces numerous competitions from other destinations, not just other Caribbean Islands but other tourism destinations across the globe. Jamaica placed 12th on the Trip Advisor 2017 Traveler’s Choice, under the category Top 25 Destinations- World. They placed first on the Trip Advisor 2017 Traveler’s Choice, under the category Top 10 Destinations- Caribbean. Jamaica is known as the “land of wood and water,” which is a brand of ecotourism and speaks to that market, they are also known as “the 3rd world’s coolest country” (Neild, 2011) which speaks to the island’s friendly aura. These are a few of the brands that make Jamaica the destination of choice to visit over the other destinations. The interesting and unique traits and resources of a country should be developed and marketed to build a brand that will stand as a pull factor to the destination. These