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Marketing from the end of the earth: the dilemma of Puerto Nativo Lodge

Marketing from the end of the earth: the dilemma of Puerto Nativo Lodge Purpose – This case study aims to describe a real company created by its founders more to satisfy their desires than those of their customers. Design/methodology/approach – The lead author traveled to Chiloe and spent an intensive period assessing the Puerto Nativo Lodge from a brand management perspective. The ultimate goal is to offer advice and direction to turn this labor of love into a prosperous operation. The material that follows details the findings and recommendations that would help achieve that objective. Findings – Instituting brand management holds the promise of building awareness, a connection to customers and brand equity. The owners' attention to constructing the vacation experience was valuable in creating a product of interest to consumers who were aware of it. Conversely, the owners' failure to put promotional and marketing processes in place reduced the level of brand awareness and reduced the potential for sufficient volume to constitute success. Originality/value – The paper provides a discussion of how to market a unique resort experience and uses the Puerto Nativo Lodge as a case study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Marketing from the end of the earth: the dilemma of Puerto Nativo Lodge

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610421111121134
Publisher site
See Article on Publisher Site

Abstract

Purpose – This case study aims to describe a real company created by its founders more to satisfy their desires than those of their customers. Design/methodology/approach – The lead author traveled to Chiloe and spent an intensive period assessing the Puerto Nativo Lodge from a brand management perspective. The ultimate goal is to offer advice and direction to turn this labor of love into a prosperous operation. The material that follows details the findings and recommendations that would help achieve that objective. Findings – Instituting brand management holds the promise of building awareness, a connection to customers and brand equity. The owners' attention to constructing the vacation experience was valuable in creating a product of interest to consumers who were aware of it. Conversely, the owners' failure to put promotional and marketing processes in place reduced the level of brand awareness and reduced the potential for sufficient volume to constitute success. Originality/value – The paper provides a discussion of how to market a unique resort experience and uses the Puerto Nativo Lodge as a case study.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Apr 19, 2011

Keywords: Brand management; New products; Tourism; Chile

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