Transcript File - Janivia Selvarajah

MARKETING PLAN
ITALIAN ROMANCE
VENICE
Ghida Z, Sandra V, Frenki K, Jordan K,
Deena H, Janivia S.
TARGETING AND
POSITIONING
 Positioning Statement:
 Product Differentiation:
 "An extraordinary place to get away
 We offer added value and features
from it all, come to Venice in Italy"
with our packages
 This statement satisfies our target
 Our product is luxurious and prestige
markets’ desires and wants
with high class service; customers are
 This paints a picture to set in our
willing to pay for this
target markets minds
 We offer a website to interact with
 Positioning strategies are to position
customers and plan and book vacations at
our product through our target market
www.ItalianRomanceExperience.ca
and by price and quality

Product Differentiation: Our packages are personalized; an added touch that
other competitors don't have.
 Personalized though the hotel with favourite coffee in the morning, favourite
newspaper at your door, and phone calls and emails that are personalized.
 Competitive Advantages:
 We have a Traveller Points Card, which gives clients points when travelling
on our romantic packages.
 This gives clients the chance to redeem points for cash, or a discount on there
next vacation with our company
 This gives clients good rewards; and keeps them loyal to us
 We have many personalized advertisements and e-mails as well
 Our personalization keeps us having a competitive advantage in the
industry
ANALYSIS AND
FORECASTING
 The category of a competitor analysis that our market plan falls into
is the “general competitor” which provides the same service and
product.
 Some of our competitors:
 Alba Tours
 Air Canada Vacations
 Trafalgar Tour
SEGMENTATION ANALYSIS
 Demographics: age & life cycle
 Any city, region, province,
 24-45 (age)
country
 For those who to experience an
Italian romantic getaway.
 As long as they are willing to
 Anniversary, honeymoon, vacation.
spend money for a romantic
 Geographic: Our plan is to target
getaway.
from every couple around the world.
 Benefit: Luxury, high cost,
relaxation and convenience
Behaviour:
 Loyalty status:
 Psychographic:
 Our experience focuses on the
 Activities, Motivations and
loyalty status because our customers
Personality traits.
want a luxury service that the five star
 Motivated in travelling
hotels offer.
 Occasional events:
 Another important behaviour
segmentation we look at is the
occasional events, since our experience
is based on romance. Therefore, good
service and high price is what our client
will be satisfied with.
 Take activities in Venice such as
sightseeing tour, gondola ride etc.
 Personality trait to enjoy new
products and the latest technology.
MISSION STATEMENT
 Our mission statement Italian Romance experience will provide you with
Professionalism, premium pricing and luxurious-high class service.
 Our goals are to attract customers to experience the romance in Venice with their
loved one.
 We offer 5 star hotels in our packages that will suit the needs and wants of our
customers to enjoy their stay in Venice, Italy.
 Everything is included in our packages that we offer at Italian Romance experience.
We combine 2 or more complimentary offerings into single price offering such as air
and hotel
SWOT
 Strength 1: We provide luxurious accommodations at flexible prices.
 Strength 2: Using Sales Growth we can offer our customers better
quality for their dollar.
 Strength 3: Our service is located in what people often call the city
of love.
 Strength 4: We offer our service over the internet which is a
convenient way to go about planning a trip.
 Weakness 1: There are many other tour operators offering similar types of
packages to tours.
 Weakness 2: We only offer our package in one city.
 Weakness 3: Our service is new and still for the most part unknown
compared to our competitors.
 Weakness 4: Our service doesn’t have much uniqueness.
 Opportunity 1: Our internet website which generates a good percentage
of our business.
 Opportunity 2: Offering a customer reward program that awards
customers with benefits for staying with us
 Opportunity 3: Expanding and building more properties in and around
Italy.
 Opportunity 4: Forming alliances with dating websites to attract more
couples.
 Threat 1: We offer our service at a high price but in return our customer
receives excellent quality and service. (Our competitors have lower prices for
similar types of getaways)
 Threat 2: Our competitors serve more destinations and they have greater
market share and a larger customer base.
 Threat 3: Staying up to date with all of the latest technologies
 Threat 4: Introduction of higher taxes is a concern.
SETTING MARKETING
GOALS AND OBJECTIVES:
 Marketing Goal A:
 Objective A1:
 using the strategic plan of Sales
 Increasing the sales in the
Growth
existing market is a business
 We can use this as an advantage
growth.
by knowing how much we’re
capable of growing in a certain
time and therefore, providing the
best to our customers .
 Improving our sales and
marketing capabilities is important
for growing our business.
 Marketing Goal B:
 Objective B1:
 Increased profitability stands as
 Italian Romance promotes itself by
to what’s the aim that we look for in
the increase of advertising, and by the
our company and how much we
existence of our website.
want to improve out the growth
 it is much convenient to
and the profit in a period of time.
customers when it comes to booking
or searching for information where
they will find all the answers to their
questions online.
TACTICS AND ACTION
PLANS:
 Type of distribution channel: Our distribution channel would
be best placed as an indirect distribution channel because it involves
the distribution of a company through its services with the assistance
of intermediaries.
 Intermediaries to be used: Internet, travel agents, tour operators
and travel specialists are all included in our company.
 Internet: The internet is one of our main intermediaries to be used since
our customers book through our online website;
www.ItalianRomanceExperience.ca
 Connection to differentiation/positioning strategy: Our main goal is
to provide convenient travel and trips to couples who would like to enjoy
their time together as a whole. We give attention to the quality of our service
and not the quantity.
 Distribution Channel: The Distribution strategy is the “vertical
marketing system” where a distribution system in which all members of
the distribution channel work together as a unified whole to achieve their
goal.
 Pricing Objectives:
 Our pricing objective is profit maximization because we like gaining the most
profit possible by changing costs, prices and volume.
 We would like to increase our profits but we don’t really want to always change our
prices.
 Price Comparison to Competition:
 Our price comparison to competition is non-price competition because we are
mainly concerned with trying to increase market share or sales by leaving the price
unchanged but persuading target customers that their offering is superior to that
offered by competition.
 We make sure that we are observing the prices charged by our competitors,
so that we are competing with them and making sure that our prices are
practically equal or even better then them.
 Pricing Techniques:
 Our pricing technique is product-bundle pricing because we group together
products and services to promote them as a package.
 We use this technique to improve usage or sales during our slow periods.
 Such examples would be: our customers can purchase their package cheaper
by, buying a full package for a great deal rather than buying the individual
components separately.
 Campaign Strategy:
 In order to have a good marketing campaign, we must first define the image
we want to portray.
 Some of the most successful companies have chosen this wisely.
 It is important that when we decide upon our final strategy, that it be realized
across the board in a dependable manner.
 An effective marketing campaign will shape the customers image of our hotel
in a positive manner.
 Media Plan:
 Our media plan is a combination of traditional media vehicles, nontraditional media, and marketing communication tools so that we can reach our
target audiences.
 We reach our target audience by making sure we send the message to as many
people as possible by using; the internet to reach our target audience.
 Also we have brochures, a TV commercial and are being brought up on the
radio.
 Appropriation and Budget:
 Our appropriation and budget is competitive-parity method because we set the
promotion budget at the level needed to match our competitors’ outlay.
 We make sure that we are competing with our competitor’s to match their
expend so, that customers can compare our deals with the competitor’s deals.
THANK YOU!!!!