Contiki Australia: providing superior value [case study]

McCarthy, Breda (2010) Contiki Australia: providing superior value [case study]. In: Kotler, Philip, Brown, Linden, Burton, Suzan, Deans, Kenneth R., and Armstrong, Gary, (eds.) Marketing. Pearson Australia, Frenchs Forest, NSW, Australia, pp. 26-27.

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Abstract

[Extract] Contiki provides a great example of a marketing-oriented company. The coach tour holiday company operates in Europe, Russia, Egypt, Asia, Australia, New Zealand and North America. It was formed in 1962 specifically to provide coach trips for 18-35-yearolds, with the emphasis being on nightlife entertainment, exposure to the local culture, the opportunity to visit scenic attractions, socialising and adventure. To date, over 1.8 million people have travelled with Contiki and it has a turnover in excess of $300 million. The use of an emotional branding strategy has helped Contiki develop brand-loyal customers. This is shown in a repeat business rate of around 30 per cent.

Item ID: 33561
Item Type: Book Chapter (Teaching Material)
ISSN: 978-1-4425-1124-8
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This teaching case study is included as part of Chapter 1: Marketing: creating superior customer value. In: Kotler, Brown, Burton, Deans and Armstorng (eds.) (2010) Marketing. Pearson Australia, Frenchs Forest, NSW, Australia.

Date Deposited: 24 Jun 2015 04:59
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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