A marketing plan for Costa Pacifica

• Main Authors: Bocanegra, Maria Patricia H., Halabisaz Zanjani, Atafeh W., Mercado, Mariel O., Pahati, Sarah Michaela A.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18260
• Institution: De La Salle University

As tourism in the Philippines continues to flourish, a new destination begins to emerge. Baler, the capital of Aurora, is abundant with natural scenery that comprises of numerous beaches, waterfalls, coves, and such. It is widely recognized as a surfing destination and there is little awareness of what else it can offer. Travel accommodations in the area cater to travelers that are usually on a low budget. Considering this, prices are low and they offer basic facilities and amenities only. This marketing plan aims to increase the current occupancy rate of the resort. Furthermore, it aims to communicate to the target market that Costa Pacifica is a new destination to visit. This plan should convince the market to stay in Costa Pacifica when they are in Baler. The group's strategic actions will rely heavily on public relations and sales promotions. Since it is fairly new, it is better to rely on public relations rather than advertising for it is more credible to the consumers. The direction of this campaign is geared towards promoting the experience of adventure and ecotourism in Baler through Costa Pacifica. This campaign will allow Costa Pacifica to be the destination and it will veer away from being just a resort in another destination. Costa Pacifica is the first upscale resort in Baler to cater to the high-end market. They offer exceptional facilities that cannot be found in other hotels and resorts of the area. With a surf spot located right in front of the resort and beautiful tourists attractions nearby, Costa Pacifica is the perfect destination for a family or a romantic getaway. Despite this, the resort still needs to improve their rate of occupancy. Due to the lack of awareness of the public with regards to Costa Pacifica and Baler, they still have a long way to go when it comes to promoting the resort.