how to you describe the contribution of ‘underwater’ project to tourism.A new tourist experience/activity is about to be launched worldwide (when things go back to normal!). The activity is an underwater submarine tour where a sub-marine is towed behind a boat which pulls the submarine over a coral reef. Four guests at any one time will be able to view the spectacular underwater world without having to know how to swim, snorkel, scuba dive, or breathe differently.

A new tourist experience/activity is about to be launched worldwide (when things go back to normal!). The
activity is an underwater submarine tour where a sub-marine is towed behind a boat which pulls the submarine
over a coral reef. Four guests at any one time will be able to view the spectacular underwater world without having
to know how to swim, snorkel, scuba dive, or breathe differently. Guests will experience the sensation of going
underwater and having water splash over a 7 & ½ ( 20 cm) inch acrylic dome that sits on top of the submarine,
before then being towed and going to a depth of 30 – 50 feet (approx. 9 metres to 14 metres) underneath the
ocean’s surface. In what is seen as an environmentally sensitive design feature, the submarine will be tied to a
boat by a 160 foot (approx. 45 metre) tow rope. The four guests will be hosted by a guide, who sits in a pilot style
seat in the submarine. The submarine guide will educate the guests on the corals and fish they encounter
underwater.
The length of the trip will be about 20 minutes inside the submarine, and around 60 minutes on the boat that is
tethered to the submarine. The tourism experience will be launched initially in a South East Pacific Country,
before spreading to other tropical destinations around the globe. In total, looking at some 60 locations within the
next 8 years.

Assessment 3: Report – New Service Development and Branding (worth 20%)

Due: Friday 10.00 pm Week 11, 22nd May 2020.
Submission: Online (through Moodle)

Specific Task:
A new tourist experience/activity is about to be launched worldwide (when things go back to normal!). The
activity is an underwater submarine tour where a sub-marine is towed behind a boat which pulls the submarine
over a coral reef. Four guests at any one time will be able to view the spectacular underwater world without having
to know how to swim, snorkel, scuba dive, or breathe differently. Guests will experience the sensation of going
underwater and having water splash over a 7 & ½ ( 20 cm) inch acrylic dome that sits on top of the submarine,
before then being towed and going to a depth of 30 – 50 feet (approx. 9 metres to 14 metres) underneath the
ocean’s surface. In what is seen as an environmentally sensitive design feature, the submarine will be tied to a
boat by a 160 foot (approx. 45 metre) tow rope. The four guests will be hosted by a guide, who sits in a pilot style
seat in the submarine. The submarine guide will educate the guests on the corals and fish they encounter
underwater.
The length of the trip will be about 20 minutes inside the submarine, and around 60 minutes on the boat that is
tethered to the submarine. The tourism experience will be launched initially in a South East Pacific Country,
before spreading to other tropical destinations around the globe. In total, looking at some 60 locations within the
next 8 years.

PART A: (Up to 750 words)
Learning Outcomes: Market research; Segmentation, Targeting and Positioning, Consumer Behaviour, Pricing
strategy

Conduct market research and:
1. Determine the product’s primary target market/s. Who are they and why will they purchase
the product? Develop customer profiles for the key customers within the target market/s.
2. Identify the key competing activities and providers in the marketplace that you think are
closest to this service.
3. Determine the company’s position in the market (using a gap map – see instructional video on
Moodle)
2. What are the key attributes of the product?
3. What should the Value Proposition be?
4. Identify and justify a suitable price point for the product
5. Based on your work above draw multiple positioning maps for this service against what you consider
are the key competitors. Briefly explain why you have drawn the maps the way you have.
PART B: (Up to 750 words)
Learning Outcomes: Products & Branding; Market Testing; Promotion

1. Create a brand for the new product. Justify each of your choices, explaining why you chose the
branding that you did. Include:
1. A company/brand name
2. A tagline to accompany the brand name in advertising material
3. Branding elements: consider colours, elements of a possible logo, staff uniforms, tone of voice
for marketing communications etc.
4. Don’t forget to consider things like language considerations and cultural beliefs of your target
market when you come up with a brand name and colours.
5. Explain what methods you used to determine the cultural suitability of your branding.
2. If possible conduct informal market research to determine customer acceptance of your chosen
branding e.g., a simple online survey with Facebook family and friends, or a quick a short phone or
online interview.
3. Report on the outcomes. Did you need to make changes to take in to account the feedback and needs
of the market
1. If so, include what changes you made and why – this is a great learning experience and can
make all the difference to the success of the product in market!
2. Develop two advertisements for the product and explain how your advertisements meet the
customer benefits sought. Ads can be either traditional or digital advertising mediums – get
creative!
Required Elements for the Report TICK
Style:
1.5 line spacing Font 12, margins of 2.5 cm all around, Times New
Roman Font as the main body of the assignment.
Faculty Assignment Cover Sheet
Turnitin report
Title page
Executive summary
Table of contents
Reference page – with a detailed list of references (must include list
of all references to materials used (i.e., websites, databases,
government publications, industry reports, journal articles, books).
Use the Harvard referencing system – see attached pages.
Relevant images (e.g., your advertisements) to be placed in the body
of report or Appendix.
Your advertisements can be in the body of the report or in the
Appendices
1500 word maximum in the body of the report (you can go over the
word limit by 10% if it is quality)
Appendices can be as long as you want!