Gondola Marketing Plan

Demographics:

The demographics that the gondolas attract are: males and females with an age range of 20-60; the majority of the people that will be using the gondola will be couples like husband and wife, boyfriend and girlfriend and platonic relationships, because of the quintessential experience that comes with gondola. Tourism also plays a big factor in the gondola business, with 20 million visitors entering Venice each year. These visitors have a massive impact on the Gondola industry because they use the gondola as a source of transportation in Venice. The majority of these visitors are Russians whose tourism has increased by 31%, Spanish whose tourism has increased by 18% and French, whose tourism has increased by 11. These increases in tourism are essential for the industry, especially because 89% of people in Venice are tourists. %. The price ranges to use a gondola is 70 euro for a 40 minute ride during the day and are increased by 20 euros for night rates. This suggests that finically stable consumers are using the Gondola for traveling or to get a taste of Venice’s oldest tradition.

Psychographics:

The majority of Gondola users consist of couples; and people using it as a source of transportation. They are willing to spend money because they want to have a romantic night with their loved one, or to get around Venice. Another group of people that use the Gondola are people interested in the culture and tradition of Venice. These people will be willing to spend money on this source of transportation because they can then get a taste of how it is like to live in Venice. These groups won’t mind spending money on a gondola ride because it offers then everything that they would have expected; it provides them with transportation, romance/ relaxation and allows travelers to experience life in Venice. Each traveler will have a different personality because each lifestyle is different; the Gondola is used by almost everyone.

Behavioral:

The occasions that customers would use the experience that they gained from riding on a gondola would be back in their home country, telling friends and family about how they felt while on the gondola. Or when they are trying to impress a date and suggest going on a gondola ride because of what it offers. The customer’s rate for a gondola is in high-demand, they have the same impact as a taxi would in Toronto. With the gondola being in high-demand it will automatically attracts more tourists because it’s a way of transportation in Venice. The customers show that they also have a high loyalty towards the gondola; this is due to transportation, relation and dating.

Geography:

The geographic for the usage of a gondola are in Venice, Italy. This is a good for the geography involved with the gondola because it’s the only city in Italy,