SUCCESS STORY
Reinforce Brand Positioning in B2B segment
- GolfAsian
- Inbound Golf Tour Operator
- Thailand, Cambodia & Vietnam
GolfAsian is a boutique inbound golf operator serving Thailand, Malaysia, Cambodia and Vietnam. While recognized in select pockets, the brand itself was not powerful enough to grow into a medium-sized DMC that the management had envisioned. GolfAsian needed to crack the B2B segment and establish itself among the top international golf tour operators. To accomplish this, GTC had to balance GolfAsian's short and long run objectives while maximizing corporate value and profitability.
GTC started with an in-depth survey to assess GolfAsian´s brand equity in the international market, which provided inputs to the following initiatives:
- Competitive analysis on hidden strengths and blind spots (untapped potential) in Thailand & Vietnam
- Mapping customer acquisition costs to lifetime value, and introduction of value-based pricing
- Defining GolfAsian´s Value Proposition through compelling golf tour programs for key target markets
- Equipping the sales team with tools like positioning arguments, marketing brochures, sell sheets etc
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Profiling and organization of fam trips with top international golf media and travel trade personnel
→ Significant increase in brand awareness and high quality client relationships with Golf Tour Operators
→ Restructuring of international distribution leading to higher B2B sales conversion rates
→ Set-up of segmented database and advise on 1:1 database marketing for maximum return
→ Enhanced customer satisfaction and retention through improvements in performance and quality
→ Massive exposure in golf media targeting US and German speaking markets of Europe
Mark Siegel
PresidentGolfAsian
I am very happy with the survey you conducted and the competitive golf travel analysis you ran in Thailand and Vietnam. Your expertise in international golf tourism and your knowledge about the golf travel trade are amazing and will help GolfAsian to shortcut its path to success in becoming a medium-sized destination management company.