Sandal Resorts International: Marketing Mix
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 ...view middle of the document...
When discussing the classification of Sandals Resorts product the company itself describes it as a “luxury all inclusive resort” (The Sandals Difference: Sandals Resorts, 2012). Sandals does so many different things to extinguish themselves, such as providing everything from butler service to gourmet dinners. Sandals is definitely in the growth stage because they are still seeing profit increases and are continually adding new product features. Whether it’s the Beaches Resorts teaming up with Sesame Street or the Sandals Resorts teaming up with Beringer’s Vineyards they are constantly looking for marketing partners and advantages.
The features and advantages are what really distinguish the Sandals’ brand in a class of its own. Everything you could want is offered at the Sandal’s Resorts experience from unlimited top shelf drinks at no extra cost to live entertainment. Having everything included at this luxury all inclusive resort takes the worry out and puts the enjoyment in.
Looking at Sandals Resorts Pricing they use value-added pricing which is “attaching value-added features and services to differentiate a company’s offers and charging higher prices” [ (Armstrong & Kotler, 2010) ]. With all the extras they offer at their resorts they use the values added pricing to justify their higher pricing. Sandals Resorts actually uses quite a few pricing strategies including product bundling and optional product pricing along with promotional pricing. Since Sandals is really in a league of its own the competition would only exist between lower products and services which is like comparing apples to oranges so therefore with what Sandals offers it’s consumers the pricing is right in line.
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...