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

Jose A. Santiago (New York, New York, USA)
Dennis A. Pitta (University of Baltimore, Baltimore, Maryland, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 19 April 2011

951

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.

Keywords

Citation

Santiago, J.A. and Pitta, D.A. (2011), "Marketing from the end of the earth: the dilemma of Puerto Nativo Lodge", Journal of Product & Brand Management, Vol. 20 No. 2, pp. 141-146. https://doi.org/10.1108/10610421111121134

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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