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Caitlin Beeler<br />Paige Hannah<br />Whitney Lochridge<br />April 10, 2008<br />
Presentation Content<br />What We Found<br />Marketing Mix: The 4 P’s<br />Hofstede’s Cultural Dimensions<br />Presenting ...
What We Found<br />Reviewed competitive companies offering similar services<br />Benchmarked AltraUmbria against competito...
AltraUmbria’s Marketing Mix<br />Price<br />Range, depends on activities and time span<br />€25 +<br />Product<br />Activi...
Hofstede’s Cultural Dimensions<br />USA & UK<br />Low Power Distance<br />Individual<br />Masculine<br />Low to Medium Unc...
Individual
Feminine
Medium Uncertainty Avoidance</li></li></ul><li>Presenting AltraUmbria<br />Develop company mission statement and define co...
Suggested Website Improvements<br />Professional Translation <br />Visual Aesthetics<br />Color Scheme<br />Removal of Vis...
Suggested Website Additions<br />Detailed Explanation of Activities <br />Sample Itineraries for each Demographic<br />Onl...
 Students
 Singles
 Married Couples
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Internet Marketing Strategy - Altra Umbria

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Internet marketing strategy presented to Altra Umbria, an Umbrian travel agency located in Italy. Proposed suggestions include SEO and many simple "upgrades" to the site, to better communicate to the target audience of American and British tourists.

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  • This is especially critical because most people who use search engines only look at the first page or two of the search results, so for a page to get high traffic from a search engine, it has to be listed in those first two pages. Although there are additional costs for placing Altra Umbria on an SEO, it will bring more potential customers to their website. For example, if an online browser types in Slow Travel in Italy, Altra Umbria will come up on one of the pages, priority is dependent on the amount of money the company pays and the number of clicks it receives.
  • Transcript of "Internet Marketing Strategy - Altra Umbria"

    1. 1. Caitlin Beeler<br />Paige Hannah<br />Whitney Lochridge<br />April 10, 2008<br />
    2. 2. Presentation Content<br />What We Found<br />Marketing Mix: The 4 P’s<br />Hofstede’s Cultural Dimensions<br />Presenting AltraUmbria<br />Suggested Website Improvements<br />Marketing AltraUmbria<br />Building & Maintaining Customer Relationships<br />Final Thoughts<br />April 10, 2008<br />
    3. 3. What We Found<br />Reviewed competitive companies offering similar services<br />Benchmarked AltraUmbria against competitors<br />Identified weakness in various areas<br />Website Marketing <br />Company Presentation/Mission <br />April 10, 2008<br />
    4. 4. AltraUmbria’s Marketing Mix<br />Price<br />Range, depends on activities and time span<br />€25 +<br />Product<br />Activities<br />Services<br />Place <br />Website<br />Word of Mouth<br />Promotion<br />Some Advertising<br />Personal Selling<br />April 10, 2008<br />
    5. 5. Hofstede’s Cultural Dimensions<br />USA & UK<br />Low Power Distance<br />Individual<br />Masculine<br />Low to Medium Uncertainty Avoidance<br />Italy<br />Medium Power Distance<br />Individual<br />Masculine<br />High Uncertainty Avoidance<br />April 10, 2008<br />Netherlands<br /><ul><li>Low Power Distance
    6. 6. Individual
    7. 7. Feminine
    8. 8. Medium Uncertainty Avoidance</li></li></ul><li>Presenting AltraUmbria<br />Develop company mission statement and define company goals<br />The mission of AltraUmbria is to provide an authentic Italian experience.We believe in the philosophy and practice of Slow Travel and our services allow every traveler to live la dolce vita.<br />Differentiation of Company<br />Motto/Slogan: “Savoring the Journey”<br />Thoroughly explain Slow Travel<br />April 10, 2008<br />Slow Travel allows one to experience a deeper and more unique type of travel different than typical tourism. Rather than viewing travel as a way of getting there, it is a way of being. <br />
    9. 9. Suggested Website Improvements<br />Professional Translation <br />Visual Aesthetics<br />Color Scheme<br />Removal of Visual Clutter<br />Tabs, Spacing<br />Links to 3rd Party Websites<br />Slow Travel<br />Companies AltraUmbria works with<br />Interactive, Detailed Maps<br />Show where travel is happening<br />April 10, 2008<br />Wine Tasting Workshop with Chianti Vineyardswww.winetasting.com<br />Horseback Riding with Tuscany Adventures www.horserides.com<br />
    10. 10. Suggested Website Additions<br />Detailed Explanation of Activities <br />Sample Itineraries for each Demographic<br />Online Reservation and Payment Capabilities<br />Transportation Information <br />Message Board for Customer Feedback <br />Photo Galleries<br />April 10, 2008<br /><ul><li> 18 – 26 year old (backpacker)
    11. 11. Students
    12. 12. Singles
    13. 13. Married Couples
    14. 14. Families with Children
    15. 15. Seniors
    16. 16. Disabled/Handicapped</li></ul>Hike through the hills of Umbria and Tuscany, Visit caves and waterfalls and enjoy a light lunch in a scenic location. Offered year round<br /> Escorted wine tours with bilingual tour manager, along the Umbrian Wine Roads, visit of cellars, wine tastings, sightseeing at hamlets and shopping. End of August-September<br />Visit olive mills, oil museums, and participate in an olive oil guided tasting. November-December<br />Message boards allows previous customers to share their experiences with potential customers. AltraUmbria can also monitor the conversations to improve the companies services to meet the needs of the customers<br />
    17. 17. Gallery<br />April 10, 2008<br />
    18. 18. Marketing AltraUmbria<br />High/Low Season Pricing<br />Brochures and Business Cards<br />Increased Advertising in Print<br />Local Newspapers, Travel Magazines<br />Distribution of brochures at travel agencies<br />Search Engine Optimization (SEO)<br />Makes the web pages more attractive to the search engines such as Yahoo or Google.  <br />The better optimized the page is, the higher a ranking it will achieve in search engine result listings. <br />April 10, 2008<br />
    19. 19. Building & Maintaining Customer Relationships<br />Itinerary Sent Beforehand<br />Message Board for Customer Feedback and Communication <br />Evaluation/Comment Cards<br />Gift for Customers and Discounts for Returners <br />Holiday Cards<br />April 10, 2008<br />Brochures on all the events and Activities Altra Umbria Offers<br />Complementary bottle <br />of Olive Oil<br />Complementary bottle <br />of Umbrian Wine<br />
    20. 20. Final Thoughts<br />Company has great potential<br />Strengthen Marketing Mix<br />Increase Advertising & Promotions<br />Implement Changes & Additions to Website<br />Build & Maintain Customer Relationships<br />April 10, 2008<br />
    21. 21. Sources<br />http://www.slowtravel.cl<br />http://www.geert-hofstede.com<br />http://www.netmba.com/marketing/mix<br />http://www.fortune500.com<br />April 10, 2008<br />
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