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As part of
            BA Business       obtaining the DUETI
3rd year
           Management     for the year 2008 /2009
Summary
Part 1: Loch Ness : a myth rooted in memories
I.    Brief history

II.   The economic reality



Part 2: Conclusions
I.    Nessy : an uncertain future

II.   My Scottish experience
PART 1
Loch Ness : a myth rooted in
        memories
I. Brief history
A. Presentation     B. Nessy’s history                      C. Striking interviews   D. Photographs




  - Famous because of the exposure of a possible monster in the loch
  - A part of the Great Glen
I. Brief history
   A. Presentation             B. Nessy’s history                           C. Striking interviews              D. Photographs



     1933 to 1934                            50s: a renewed interest:
   The effervescence:                        -> increasing of tourists in                             1976 to nowadays
   a society phenomenon                      Abbey St Augustus                                        Reality or fiction?
                                                                                                    -> with or without belief,
                                                                                                 the "monster " keeps attracting
                                                                                                             tourists.
          1933
                 1934
                        1935




                                            1949
                                            1950




                                                                  1960




                                                                                               1975
                                                                                               1976
Before 1933                                                      1960 to 1975: new promising proofs
Uncertainties and speculations:                                       -> Loch Ness subject among the 10
     a lot of stories, rumors,                                         topics most frequently discussed
   books about its possible life


                                 1935 to 1949
                                 The monster lives from its notoriety:
                                 -> estimation of thousand people who had
                                         seen Nessie from 1933
I.Brief history
A. Presentation       B. Nessy’s history                       C. Striking interviews   D. Photographs




      Between 563 and 597 after JC - A recurrent story: Saint Columba
      He saw the creature rushed on his friend while trying to bring back the
       boat from an another man hurting by the beast a few moments ago.

                  May 2, 1933 : MacKay couple’s experience
                   Mrs MacKay has seen kind of whale bumps moving in
                                       the water.
                              July 22, 1933 : Spicer’s incredible holidays
                               They have seen a huge creature on the land. Note that
                                  it is the first visual witness of a creature on land.

                                           January 4 to 5, 1934 : Grant’s fear in the moonlight
                                           He has seen the creature jumping from the road to the
                                           Loch Ness. He observed that it had two fins in the front
                                           and to the rear of the animal, a tail of one meter fifty
                                           to two meters: the whole animal could measure five to
                                           seven meters.
I. Brief history
1. Presentation       2. Nessie’s history                      3. Striking interviews        4. Photographs




                                                                       1934 – doctor picture by Robert
          November 12, 1933 - Hugh GRAY                                           WILSON




                                                                            1975 – underwater snapshot by
         1972 - The famous “flipper”                                                                 ASA
         photograph
II. The economic reality
    A. Tourism   B. Marketing strategies        C. Communication strategies   D. Products & services




                                                        • Opening of :
1873: beginning of tourism thanks to
                                                           a Loch Ness monster fan club (fee=£20)
Queen Victoria during a cruise on the
                                                           souvenirs shops in Drumnadrochit
loch
                                                          village which became the touristic
1934: increasing of tourism so                            headquarters of Loch Ness
launching of 3 bus tours companies                         the Loch Ness monster exhibition
and nine hundred of served teas in a                      centre, the Loch Ness project and 3D Loch
restaurant                                                Ness Experience by Adrian SHINE
                                                           5 cruises and 3 tours companies
1950: the legend begins to live thanks
                                                        • Expanditures: £14 for souvenirs and £83 in
to the leaflet from Abbey Fort
                                                        Loch Ness
Augustus
II. The economic reality
A. Tourism     B. Marketing strategies        C. Communication strategies   D. Products & services




                              3 different strategies
Competition very close
  • Difficult to penetrate this market
  • Too many companies
  • Decision is made on few details

             Competitive advantage
             • Main difference between cruises companies : customer comfort

                        Loch Ness Marketing
                        • Providing a service to film television and media throughout the
                        Highlands
                        • Willie CAMERON is responsible of event management and
                        coordination for the music industry
                                    Drumnadrochit, headquarters of Loch Ness Marketing
                                    • Implementation of TV programs like Sky TV, Irish TV
                                    • In just a few decades, Nessy has been transformed in the
                                    public imagination
II. The economic reality
A. Tourism     B. Marketing strategies        C. Communication strategies   D. Products & services




                         2 types of communication
                  Nessy’s mystery is everywhere whatever the media.



             Results on YouTube : more than 2 000 video clips



                   • Articles in newspapers dated by 2003 until 2008
                   • From BBC ONE, Times online, France Inter
                   Odyssée, The Inverness Courrier, Scotsman



                       People see what they only want to see.
II. The economic reality
         A. Tourism   B. Marketing strategies        C. Communication strategies   D. Products & services



                      Nessy is a protected species since 1934.
Items:                                           Services:
                                                                                   3D Loch Ness experience


                         Inside the
                        Nessie shop
                                                   The Loch Ness centre

Movies:
PART 2
Conclusions
I. Nessie : an uncertain future
A. Different possible futures                                         B. An interesting project




                                2 different scenarios:
  The best : people keep living the legend generation from generation, evidences
  of Nessie’s existence, concentrated market, a special law for Nessie,…

  The worst : people will be disappointed, some shops will bankrupt,…




   => THE reference site for general scientific information concerning the
   exploration and investigation into Loch Ness and its famous monster controversy.
   => A kind of guide fully illustrated to places and events, latest exploration:
   Operation Groundtruth Explore places and events, a guided tour around the
   Loch and beneath the surface.
I. Nessie : an uncertain future
A. Different possible futures                                          B. An interesting project




                                                                       Silent
                                  New
                                                      Everywhere



                                Security                                         Evidence
                                                           International
                                                           influence
II. My Scottish experience
A. The facts   B. What I learned personally          C. What I learned professionally
II. My Scottish experience
A. The facts          B. What I learned personally          C. What I learned professionally




                             During my T  Trip I discovered
                                              Habits.
                                     Scottish H
                     I win some I Independence that favors me
                                to be SSelf-confident.
                                   ITTook initiatives
                                   in a new LLife style
                              Experience unforgettable and amazing.
               that made this E
II. My Scottish experience
A. The facts        B. What I learned personally          C. What I learned professionally




                              Thanks to T
                                        Teamwork,
                  I have developed new management H   Habits
                          in anIInternational context.
          I have improved my S   Spirit of analysis and synthesis.
                            T
                            Today I have the ambition
                            to extend my LLeadership
                                      E
                    in order to favor Exchange with others.
Thank you for
listening. I would be
  pleased to answer
    any question.

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Loch Ness Myth and Scottish Tourism

  • 1. As part of BA Business obtaining the DUETI 3rd year Management for the year 2008 /2009
  • 2. Summary Part 1: Loch Ness : a myth rooted in memories I. Brief history II. The economic reality Part 2: Conclusions I. Nessy : an uncertain future II. My Scottish experience
  • 3. PART 1 Loch Ness : a myth rooted in memories
  • 4. I. Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs - Famous because of the exposure of a possible monster in the loch - A part of the Great Glen
  • 5. I. Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs 1933 to 1934 50s: a renewed interest: The effervescence: -> increasing of tourists in 1976 to nowadays a society phenomenon Abbey St Augustus Reality or fiction? -> with or without belief, the "monster " keeps attracting tourists. 1933 1934 1935 1949 1950 1960 1975 1976 Before 1933 1960 to 1975: new promising proofs Uncertainties and speculations: -> Loch Ness subject among the 10 a lot of stories, rumors, topics most frequently discussed books about its possible life 1935 to 1949 The monster lives from its notoriety: -> estimation of thousand people who had seen Nessie from 1933
  • 6. I.Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs Between 563 and 597 after JC - A recurrent story: Saint Columba He saw the creature rushed on his friend while trying to bring back the boat from an another man hurting by the beast a few moments ago. May 2, 1933 : MacKay couple’s experience Mrs MacKay has seen kind of whale bumps moving in the water. July 22, 1933 : Spicer’s incredible holidays They have seen a huge creature on the land. Note that it is the first visual witness of a creature on land. January 4 to 5, 1934 : Grant’s fear in the moonlight He has seen the creature jumping from the road to the Loch Ness. He observed that it had two fins in the front and to the rear of the animal, a tail of one meter fifty to two meters: the whole animal could measure five to seven meters.
  • 7. I. Brief history 1. Presentation 2. Nessie’s history 3. Striking interviews 4. Photographs 1934 – doctor picture by Robert November 12, 1933 - Hugh GRAY WILSON 1975 – underwater snapshot by 1972 - The famous “flipper” ASA photograph
  • 8. II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services • Opening of : 1873: beginning of tourism thanks to  a Loch Ness monster fan club (fee=£20) Queen Victoria during a cruise on the  souvenirs shops in Drumnadrochit loch village which became the touristic 1934: increasing of tourism so headquarters of Loch Ness launching of 3 bus tours companies  the Loch Ness monster exhibition and nine hundred of served teas in a centre, the Loch Ness project and 3D Loch restaurant Ness Experience by Adrian SHINE  5 cruises and 3 tours companies 1950: the legend begins to live thanks • Expanditures: £14 for souvenirs and £83 in to the leaflet from Abbey Fort Loch Ness Augustus
  • 9. II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services 3 different strategies Competition very close • Difficult to penetrate this market • Too many companies • Decision is made on few details Competitive advantage • Main difference between cruises companies : customer comfort Loch Ness Marketing • Providing a service to film television and media throughout the Highlands • Willie CAMERON is responsible of event management and coordination for the music industry Drumnadrochit, headquarters of Loch Ness Marketing • Implementation of TV programs like Sky TV, Irish TV • In just a few decades, Nessy has been transformed in the public imagination
  • 10. II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services 2 types of communication Nessy’s mystery is everywhere whatever the media. Results on YouTube : more than 2 000 video clips • Articles in newspapers dated by 2003 until 2008 • From BBC ONE, Times online, France Inter Odyssée, The Inverness Courrier, Scotsman People see what they only want to see.
  • 11. II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services Nessy is a protected species since 1934. Items: Services: 3D Loch Ness experience Inside the Nessie shop The Loch Ness centre Movies:
  • 13. I. Nessie : an uncertain future A. Different possible futures B. An interesting project 2 different scenarios: The best : people keep living the legend generation from generation, evidences of Nessie’s existence, concentrated market, a special law for Nessie,… The worst : people will be disappointed, some shops will bankrupt,… => THE reference site for general scientific information concerning the exploration and investigation into Loch Ness and its famous monster controversy. => A kind of guide fully illustrated to places and events, latest exploration: Operation Groundtruth Explore places and events, a guided tour around the Loch and beneath the surface.
  • 14. I. Nessie : an uncertain future A. Different possible futures B. An interesting project Silent New Everywhere Security Evidence International influence
  • 15. II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally
  • 16. II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally During my T Trip I discovered Habits. Scottish H I win some I Independence that favors me to be SSelf-confident. ITTook initiatives in a new LLife style Experience unforgettable and amazing. that made this E
  • 17. II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally Thanks to T Teamwork, I have developed new management H Habits in anIInternational context. I have improved my S Spirit of analysis and synthesis. T Today I have the ambition to extend my LLeadership E in order to favor Exchange with others.
  • 18. Thank you for listening. I would be pleased to answer any question.