Dr. Kimberly Millier
The purpose of this report is to analyze the four components of the marketing mix of the Sandals Resorts International brand. The Sandals brand’s product, pricing, placement and promotion marketing strategy will be discussed as well as whether they are doing a good, fair or poor job in these components.
Sandals Resorts International is a collection of luxury all-inclusive vacation resorts located in the Caribbean. Sandals Resorts International includes four different options for the type of resorts including the original Sandals Resorts, Beaches, Fowl Cay Resorts, and Grand Pineapple Beach Resorts. These all offer …show more content…
Talking about the different channels that Sandals Resorts uses the main channels would be the tour operators and travel agents. They operate as the marketing intermediaries for Sandals and help to market and distribute their product. Using these channels for distribution is absolutely the correct way to sell their brand because of the knowledge and personal relationship they can develop with the consumers. Sandals is always improving on the brand and looking for ways to get word to the consumers and for the time being have plenty of marketing channels now to represent the brand.
Sandals promotional mix which can also be called the marketing communications mix and consists of the specific blend of advertising, public relations, personal selling, sales promotion and direct-marketing tools that the company uses to persuasively communicate customer values and build customer relationships includes five major tools [ (Armstrong & Kotler, 2010) ]. Sandals does a lot of advertising via the Internet but mainly through its selling partners the travel agent. Sandals is a special company because it realizes that travel agents are the key to their success so the company offers many incentives to make it easy for them to book through Sandals. Sandals offers everything from FAM trips (familiarization trips), to booking