Transcript LM_Marketing - LesMaisonnettes

Marketing
Les Maisonettes
Les Maisonnettes
Marketing
Issues To Revise
• Eco-tourism: definition, advantages and
disadvantages.
• AFE and Regional Tourist Board –
advantages and disadvantages of Sophie
being member.
• Market research
• Product versus service marketing
• Marketing mix
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Elasticity
Service
Ecotourism
Reputation
1) Product
USP
Branding
Strategy
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Definition of ecotourism branding
• Refer to www.ecotourism.org
• "Responsible travel to natural areas
that conserves the environment and
improves the well-being of local
people." (TIES, 1990)
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Objectives of ecotourism
• Minimize impact on their environment.
• Build respect of the environmental and cultural
awareness.
• Provide positive experiences for both visitors
and hosts.
• Provide direct financial benefits for conservation.
• Provide financial benefits and empowerment for
local people.
• Raise sensitivity to France’s political,
environmental, and social climate.
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Family Branding
• Family branding allows a range of
products and services to be sold under a
single brand name, such as, Kellogg’s and
Sony.
• Ecotourism family brand encompasses a
product mix ranging from jungle tourism to
cultural heritage holidays.
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Advantages of family branding
• Creates a higher market share by attracting
green conscientious Europeans.
• Allow LM to charge higher prices. [Note that
‘good value’ does not mean that the prices
are cheap]
• Creates demand price inelasticity and
customer loyalty.
• Develop brand extension strategies, for
example, cultural heritage holidays around
St Germain.
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Change in strategy
• LM originally started as a grocery shop
with products for sale.
• Sophie has now decided to market LM as
service.
• This will have implications on the type of
marketing strategies she will now adopt.
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Marketing a good
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Product
Price
Place
Promotion
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Marketing a service
• The 4ps plus
• People
• Processes
• Physical evidence
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Aspects of marketing a tangible
product
• Buyers can see/feel the product
• Buyers judge the value of the product
• Brochures can help to support the
understanding of how the product works
• Products can be left for test trial or
displayed in the shop.
• Products are returnable if they are faulty or
damaged.
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Aspects of marketing an
intangible service
• LM will have to market the relationships
between itself and their customers.
• Face-to-face exchanges between
employees and customers are important;
dealing with complaints and supporting
customer needs are vital.
• Establish a reputation through good
interior and exterior buildings, health and
safety, quality food/experience
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Possible extension strategies
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USP: Creating a luxury retreat
Sell high quality local produce
Beauty treatments
Upgrading facilities
Attracting international travellers
(ecotourism – global brand)
• Energy efficient and carbon neutral
accommodation
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Summary of product
• Product Differentiation through eco-tourism
• Activities including the French classes have
helped to add value to LM.
• Revise Product portfolio analysis – including the
Boston Matrix and the Ansoff Matrix. Can we
relate these to LM?
• Revise the difference between marketing a
product and marketing a service – what is
the difference?
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Competitive
Discount
Elasticity
Profit Margin
2) Price
Substitution
Demand
Discrimination
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Pricing Strategies
Market demand for LM services might be
elastic as they can be substituted for the
Sanctuary’s services. LM could use the
following competitive strategies:
– Price Discrimination, offering low prices to the
18 – 30 market (esp. those who endorse ecotourism).
– Promotional Pricing, offering discounts for
regular visitors
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Price summary
• She has been charging the same price all year.
• She is thinking of charging higher prices during
peak season – which can increase sales.
• But, competition is increasing (she may be
forced to lower prices to keep up with
competition and the external environment).
• Don’t forget the holiday packages she is
considering (line 90)
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Ecommerce
Airport
Passing Trade
Accessibility
3) Place
Suppliers
Internet
Infrastructure
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Advantages of E - Commerce
• Customers can use 24 hour booking service
• No communication barriers caused by distance
or telephone booking.
• Lower sales cost, e.g., reduced documents and
office wages.
• Generating high volumes of interest are ideal for
small LM niche marketing like Ecotourism.
• Improve LM competitive position.
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Disadvantages of ecommerce
• Long Time for delivery of physical products
might be a problem for perishable goods.
• Sensory information about their products might
be limited and selected. Customers cannot feel
or touch products.
• Privacy, security, payment, identity, contract:
credit card processing.
• Personal service might be affected as the
company looses interaction with customers
• Set up costs will have to be paid, additionally
spam will have to be blocked
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Persuade
Remind
Infiltration
Inform
4) Promotion
Word of mouth
Branding
Logo
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Below the line Promotion
• Branding/logo/slogan for LM
• Word-of-mouth promotion
– More convincing and believable than others
types of promotion
– Very low cost method of marketing.
– ‘Talking up’ a product to create a ‘vibe’ or
‘buzz’ might lead to ethical concerns.
– Problems with controlling the message.
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Above the line promotion
• Ecommerce/internet: portal web sites
allow users to make online bookings.
• Infiltration marketing: contributing to ecoblogs or chat rooms by acting as an
ordinary user. LM can create posting
about the excellent service offered by the
company.
Label1
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Relationships
Feedback
Communication
Efficiency
5) People
Accuracy
Appearance
Support
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People
Customer relations management
1. Front office operations: Direct interaction
with customers, e.g. face to face meetings,
phone calls, e-mail, online services etc.
2. Back office operations: Operations that
ultimately affect the activities of the front
office (e.g., billing, maintenance, planning,
marketing, advertising, finance,
manufacturing, etc.)
3. Business relationships: Interaction between
LM with other companies and partners, such
as suppliers or vendors and retail outlets or
distributors.
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LM - People
• Her staff require further training according
to new H&S law. She has to invest more in
her people – costly.
• HR problems may affect word of mouth
and customer service – which is very
important for LM.
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Waiting
Help Desk
After-sales care
Payment
6) Process
Services
Delivery
Methods
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Process
• Can be achieved/improved through:
• Waiting time (complaints, bookings.. Etc)
• Payment methods (offer different methods
of payment)
• Customer service (how attentive are staff
towards customers – quality of service)
• After-sales care (its quality)
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Process
• How LM deals with complaints?
• How LM provides the best service
possible?
– Free deliveries for local produce
– Meeting order times and commitments
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People Management
Quality
Peripheral Product
Measuring Productivity
7) Physical Evidence
Correcting mistakes
Environment
Positive Experience
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Physical Evidence
• Physical layout of the guest rooms and
shop.
• Does the accommodation use modern
fixtures and fittings.
• Up to date facilities: internet, phones
• Appearance: clean bathrooms, decoration
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8) Packaging
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8) Packaging
• Local produce sold in eco-friendly,
reusable packaging.
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Biodegradable
Consumer Friendly
Less Plastic
Renewable
Increase brand visibility
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Niche
Porters
Social marketing
Customer Profile
Concepts
Ethical Marketing
Ansoff
Standards
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Porter’s Generic Strategies Model
• Cost Leadership
– Can LM become a low cost supplier by selling local
produce (see option 1). This might be vital under the
current economic conditions.
– Sanctuary are promoting low cost holidays
• Differentiation
– Winery, French classes, activities
• Focus
– LM should market on the quality of its service
(Sanctuary are receiving complaints)
– Ecotourism provides LM with an opportunity Niche
market
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Porter Five forces
Sanctuary, BBs, Holiday Lets
New Entrants
Substitutes
Buyers
Eco-Customers
Competitive Rivalry
Local companies, Winery?
Suppliers
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Sanctuary? BBs, timesha
BCG
High
Low
High Stars
Problem Child
Cooking lessons
Low
LM - Hotel (Activities)
Cash Cow
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Ansoff Matrix
Products
Existing
Market Penetration
Activities, local produce
Market Development
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New
Product Development
New
markets
Existing
Education centre, Cooking lesso
Diversification
Winery, USP, Luxury Retreat, b
Marketing
Social Marketing
• “The planning and implementation of
programs designed to bring about social
change using concepts from commercial
marketing”.
• Examples can be marketing to encourage
recycling or discourage littering, smoking
and abusing alcoholic drinking.
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Ethical Marketing
• Honest and factual representation of a
product or service.
• LM must avoid exploiting the ecotourism
brand by making false claims about how
its services might be helping the local
environment.
• LM must follow EU’s code of marketing
ethics or advertising standards.
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Association Francais
d’Ecotourisme
• The (A.F.E.) is a pressure group.
• AFE will provide advice and help as well
as providing a known quality standard.
• AFE will lobby the Government for their
particular cause.
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What factors will determine how
successful AFE are?
• Funding is a problem for many pressure groups,
their success is dependent the money they
receive rather than the level of popular support.
• Public opinion, if the public are broadly behind
the objectives of the group then it is more likely
to be successful in achieving its aims. Number of
members and their commitment.
• How effective it is getting its voice across, e.g.,
compare friends of the Earth and Greenpeace.
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Customer Profiling
• 30 years old and above
• Socio economic group: B and C1?
• Customers have values that are sensitive
to the environment
• European and British
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Niche Marketing
• Ecotourism is a small (and growing) and
specialist market segment.
• Allows LM to charge premium prices.
What are the advantages and
disadvantages of niche marketing?
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