Transcript Private Safaris presentation - International Union for

By Michael Njogu
Head of Sales & Marketing and M.I.C.E
Private Safaris (E.A.) Ltd.
 What
is Marketing
 Why Marketing
 Marketing Process - Market analysis, Plan,
Customer relationship
 Workable Strategies
 Business to Business (B2B)
 Evaluation
 Conclusion
Marketing is the process by which companies
determine what products or services may be of
interest to customers, and the strategy to use in
sales, communications and business development.
It generates the strategy that underlies sales
techniques, business communication, and business
developments. It is an integrated process through
which companies build strong customer relationships
and create value for their customers and for
Themselves. Wikipedia.org
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offerings that have value for
customers, clients, partners, and society at large.
American Marketing Association
Marketing is one of the key components of your business

Analyze the market – i.e behavior of consumers and
competitors to assist design a marketing mix that is
acceptable in the marketplace.

Identify the customer – Acquiring, Satisfying and
retaining the customer to whom your product will
appeal by delivering customer value
 What
is Marketing
 Why Marketing
 Marketing Process - Market analysis, Plan,
Customer relationship
 Workable Strategies
 Business to Business (B2B)
 Evaluation
 Conclusion
1. Market analysis: Understand the market place,
customer wants and needs, (Maslows hierachy of
needs)
2. Design a customer driven marketing strategy –
choosing a target market, segmenting and building a
profitable relationship
3. Prepare a Marketing Plan
4. Build Customer Relationships
5. Capture value from customers

Establish a need or demand for your product?
Different people present different tastes and
preferences;

Who does the market comprise of?

Who is providing similar products and how are they
doing it?

How do you intend to address these needs?
Refer to Maslows hierachy of needs (slide 7)
Design a customer driven marketing strategy – choosing a
target market and building a profitable relationship
A winning strategy should answer the following questions:
 What customers will we serve ?(target market) - Divide
the Market into segments on the basis of percent of sales,
the interests e.g cultural expeditions, how to reach them,
price sensitivity and target the most profitable

How can we serve this customers best? (value proposition)
How will you organize differentiate and position yourself
in the market place to satisfy the need. Why should one
buy your product and not the Competitors?
The Marketing Mix - 7 P’S
Transforms marketing strength into action.

Product: decisions should consider the product's
advantages and how they will be leveraged includes brand
name, quality, scope, packaging

Price: Pricing strategy, expected volume, and decisions for
the following pricing variables, list price, discounts,
Payment terms and financing options

Place: Identify distribution channels, such as direct,
retail, wholesalers & agents, Motivating the channel such
as agent margins, location of product distribution

Promotion: Set-up an effective visibility platform for
your product e.g advertising, Public Relations,
promotional programs

People: Very crucial in service delivery.

Process: Services are intangible, processes become
crucial to ensure standards are met

Physical Evidence: Services are intangible, customers
depend on other cues to judge the offering
The key is to create lasting relationship to create
superior customer value and satisfaction:
 How
can you attract and retain customers?
 What is the lifetime value of customers?
 How can one cultivate strong customer
relationships?


Customer value – customer perceived value
Customer satisfaction – Exceeding customers expectations
Capture value from customers by:
 Creating
customer loyalty and retention Efficiency, database management, ongoing
communication
 Grow
customer share
 What
is Marketing
 Why Marketing
 Marketing Process - Market analysis, Plan,
Customer relationship
 Workable Strategies
 Business to Business (B2B)
 Evaluation
 Conclusion

Create a web presence by designing a website

Produce quality brochures or flyers for the product
and distribute

Partner with Ecotourism and Responsible Tourism
websites

Attend travel shows, adventure shows or ecotourism
forums

Issue regular press releases about new activities and
developments
 Seek
Affiliations with Tour Operators and Travel
Agents.
 Seek
possibilities to have the product included in
itineraries.
 Discuss
pricing and commissions up front,
 Pricing
structures depending on level
 Marketing/Brochure
Support
 Evaluate
the Sales Growth
 Assess the qualitative importance of different
attributes
 Assess the company’s and competitor’s
performances
 Examine ratings of specific segments, monitor
customer views over time through a feedback
mechanism
 Know
your product
 Know your market and to whom your product will
appeal
 Know your unique selling points
 Know your competition - what they do and what
sets your business apart from them
 Keep the customer smiling!