The four “P” of marketing include product, price, place, and promotion. Choosing the right product for the customer is the most difficult task in marketing. Marketing focuses on the customer. When pricing a product many factors need to be considered. Ideally the product should be priced to make a profit for the business. Factors include cost of making the product, overhead costs, advertising costs, and more. The price set must also be considered of value for the consumer and is the valve exchanged for the product. Place is the distribution of the product. Distribution is the where and when the product is available to the consumer. Every business that sells a product must keep in mind the needs of the customer. When the business markets their product they need to be aware that promotion does not create a need but capitalize on basic needs. Even without promotion basic needs will still need to be met. With the right promotion people will buy their product to satisfy their needs.
In my business of Nantahala Cabins, I will we reassessing the four “P”’s of marketing. My product is clean cabins for quests looking for lodging in the Great Smoky Mountains of North Carolina. Most of my guest come to this area to enjoy the outdoor activities of white water rafting, horseback riding, mountain biking, train excursions, boating, hiking, and more. We have themed our cabins and the names of our roads to appeal to these guests. The different motifs include; fishing, paddling, hiking, biking, and mountain animals. We have also named our roads mountain biking terms; Hardtail Lane, Bunny Hop Trail, Downhill Lane, and Switchback Lane. Pricing has been our most difficult marketing mix. This year we are trying a variable pricing strategy. During the high season we charge a higher rate and a lower rate in the off season. We have begun a new online marketing strategy of real time online bookings and offer a 10% off coupon if the reservation is booked online. Over the last few years guests have not been making their reservation until almost last minute as opposed to about five years ago making reservations several months in advance. I will reevaluate the pricing in late May or early June. If we are not getting the bookings then I will reduce the pricing. For place; our cabins are open year round so they are available when and where guest may want them. As for promotion we are using several avenues to communicate with audiences to build and maintain relationships.
The cabins use different advertising methods. Nantahala Cabins has a sand blasted outdoor sign at our road leading up to the cabins. This sign is at the beginning of our road called Nantahala Cabins Lane. Then 22 miles east of our location we have an outdoor billboard. Both signages include our name Nantahala Cabins with the same yellow font, our phone number and our website. I feel that it is very important that in every advertising venue that the name, phone number, and website are displayed with the same font and colors. Consistency will bring brand awareness. Nantahala Cabins also has brochures we use for direct mailings and as rack cards that we distribute. Our business cards also have a similar feel as the brochure. We also advertise in several magazines each year; including “Our State”, “Bryson City Guide”, and “Great Smoky Mountain Guide”. I will be learning more about Internet advertising in the coming months. We do have a website and good placement and are signed up with a Global Distribution Positioning which have us included in many travel sites like Travelocity, Kayak, etc.
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