Transcript Geschäftsbericht 2007.

Exports Marketing Strategy for EU Markets
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Richard Gubler
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Lima, 4th October 2010
Exports Marketing Strategy for EU Markets
topics
Starting a marketing strategy
•
•
•
•
the touristic supply
strategic product development
market orientation
marketing channels
the marketing plan
• pricing
• branding
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external perception
•
an outer look on Peru
•
how is the perception of Europeans
•
what comes to mind at the keyword: Peru?
•
the Andes (high mountains)
•
Machu Picchu (Incas, temples)
•
Lake Titicaca
•
....
starting a marketing strategy
A precondition for getting startet is to expose with my supply as well as with the
consumer trends in the targeted markets
The consumer trends we already have discussed in my first presentation. Now I
want to concentrate on the supply aspects.
the touristic supply(I)
the totality of all the touristic
services you are offering
the touristic supply(II)
the totality of all the touristic
services you are offering
the original
supply
the deduced
supply
the touristic supply (III)
the original supply:
•
natural givens (landscape, climat, etc.
•
general infrastructure (Streets, shops, etc.)
•
socio-culturel circumstances (customs and traditions, etc.)
All factors which are not directly related to tourism,
but give to tourism direction and shape
through their power of attraction.
the touristic supply(IV)
the deduced supply:
All services, hold ready for
a possible touristic application.
relevance of the factors
Attractivity of the destination
Potential of the destination
strategic Product development in tourism
Angebote
&
Vertrieb
coreproducts,
coreservices
corecompetences
VALUES
TOPICS
attractions
& events
PRODUCTS
SUPPLY
what‘s my product?
knowing his supply is essential !
•
What is my/our supply?
•
Which elements of my supply are suitable for the marketing in European
markets?
•
What is my/our USP (unique selling proposition)?
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Do I have bookable products? (they generate added value for my company/for
the region)
•
Are my products more suitable for individual travellers or for package tourists?
what‘s my product?
knowing his supply is essential !
•
What PR-Material do I have available already?
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Do I have good texts?
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Do I have good photographes which point out my USP and assert my other
strenghts?
Pictures, pictures, pictures....
•
in top-quality, but always sticking to the truth!
market orientation
Product-driven marketing
•
I have a specific tourism product.
I react by searching appropriate clientele
Market- or Demand-driven marketing
•
I identify strong trends in consumer demand.
I react by creating a corresponding tourism product.
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marketing channels
B2B - business to business
•
contract with overseas TO / retailer
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contract with local handling agent (retailer for overseas TO‘s)
•
DMO
•
GDS (global distribution system)
B2C - business to customer
(direct marketing)
•
via Internet (website, social networks, etc.)
•
public media
•
consumer trade fairs
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specialised, target group oriented trade fairs
The Marketing Plan
Elements of a marketing plan
•
preliminary remarks, with
a introduction of the initial situation
the designated strategy
a description of the target groups
definition of the objectives and the planned measures
•
detailed listing of activities
description of the activity
time-table
who is responsible, who does it?
estimation of expenditures in hours
budgeted costs
branding
The aim of each marketing is to build a strong brand
 therefore I need to answer the following questions:
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does my product have the potential to develop to a brand?
•
is my brand strong enough to prevail in the market?
•
can I join an already strong and successful brand with my product?
Pricing
cheaper or better ?
•
who isn‘t better, must be cheaper
•
who isn‘t cheaper, must be better
Copyright © Osec 2008. Alle Rechte vorbehalten.