MARKETING AND PUBLICITY

Tourism

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Marketing Plan

To achieve the business objectives in respect of Profits, market share, occupancy, image, length of stay, activity development, spending .........

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Sales and Publicity part of MarketingBoth art and science....process of planning and executionProduct Intangible in tourism- experience and hospitality serviceGetting right product to right people

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Components

Overall business objective

Assessment of market environments

Resources available

Market identification

Marketing strategies

Implementation

Budget

Evaluation

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Business objectives must be REALISTIC and AchievableAnalyse present and future environments and trendseconomic conditionsLook at lawsNew technologyCompetition

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Look at segments..primary, their age, lifestyleWiser to target smaller segmentsDesign marketing mixesSet time period for targets

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Marketing Strategy

External mix to include the whole experience...Planning, travel, actual holiday and recollections

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The 4 Ps

ProductPeoplePricingPromotion

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Product to include packages, maps, information, souvenirs, what to se and do, accessibility and travel

People to study target customers, their likes and dislikes, habits, interests....

Pricing to focus on cost, willingness of market to pay, competition, availability of substitute products, off seasons, long stays, groups, packages, economic climate

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Promotions

Realistic claimsPersonal sellingAdvertisingPublicitySales promotion

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Account for target, image, objective, budget, timing, media

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Internal mix

EmployeeGuest relationsQuality controlPersonal sellingmorale

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Separate budget for each market mix strategyOnly revise if necessaryImplementation most importantEvaluate at intervals

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Advertising

Brand informationImagereminder

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Five decisions

ObjectiveBudgetMessageMediaEvaluation

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Media

NumbersFrequencyTimingMedia habits of market

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NewspapersMagazinesTVRadioInternetMobilesDirect mail

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BrochuresT shirts etcPhone booksTrade showsInfo centresBuses, trains, taxisoutdoors

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Promotions

PREventsFam toursGive awaysTie-ins

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All marketing plans must be time boundMust be part of tourism planningMust be reviewed periodically

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