Zouni marketing strategy summer_schools 2012

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Zouni G
IEMA Tourism Summer School 2012
Olympia Greece
Marketing strategy

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Zouni marketing strategy summer_schools 2012

  1. 1. Summer School s - Olympia, 2012Marketing Strategy Dr. Georgia ZouniAthens University of Economic & Business (AUEB) & University of Kent, Adjunct Lecturer PhD, University of Piraeus
  2. 2. Summer School s - Olympia, 2012 OLYMPIADestination Marketing Strategy
  3. 3. your expectations for today? Summer Schools - 2012
  4. 4. I have something to Summer School s - Olympia, 2012about Strategic Marketing!
  5. 5. Let the journey begin! Summer Schools - 2012
  6. 6. A story about goingto the grand pazar Summer Schools - 2012
  7. 7. Summer Schools - 2012
  8. 8. Summer School s - Olympia, 2012
  9. 9. Summer Schools - 2012
  10. 10. Summer Schools - 2012
  11. 11. Summer Schools - 2012
  12. 12. 1. Photo Contest2. Kids Paintings3. Facebook setupSummer Schools - 2012
  13. 13. The Mission of the campaign To increase awareness +engagement of destination’s target market13 Summer Schools - 2012
  14. 14. The Goals of the campaign To get emails of our target market To reach 6000 likes in Facebook page To increase page penetration (reach)14 Summer Schools - 2012
  15. 15. The ProcessTake a pictureEnter the contestAnd the winner is…Follow us at online to find yourphoto Summer Schools - 2012
  16. 16. 3 12 Summer Schools - 2012
  17. 17. Summer Schools - 2012
  18. 18. Summer Schools - 2012
  19. 19. At ITB Summer Schools - 2012
  20. 20. Summer Schools - 2012
  21. 21. Summer Schools - 2012
  22. 22. Summer Schools - 2012
  23. 23. Summer Schools - 2012
  24. 24. On Site RESULTSSome thousands of ITB visitors pictures for social media contentSome thousands of individual emails for email marketingA winner Highlights page in ITB Summer Schools - 2012
  25. 25. Summer Schools - 2012
  26. 26. Summer Schools - 2012
  27. 27. 27 Summer Schools - 2012
  28. 28. 28 Summer Schools - 2012
  29. 29. Summer School s - Olympia, 2012 Campaign Results Up to now… 29
  30. 30. January-March 201230 Summer Schools - 2012
  31. 31. ITB March 201231 Summer Schools - 2012
  32. 32. April - May 2012 Olympic Flame Ceremony, Olympia32 Summer Schools - 2012
  33. 33. The Results of the campaign Reached 6000 likes on Facebook page Increased page penetration from -100 to 18.000 person reached from 8 talking about to 300 Database of 5000+ targeted emails33 Summer Schools - 2012
  34. 34. 34 Summer Schools - 2012
  35. 35. Ok with your story,so I can do any campaign whenever I want? Summer Schools - 2012
  36. 36. Summer Schools - 2012
  37. 37. HOW? Summer Schools - 2012
  38. 38. 1 MORE S MUST BE ADDED TO OUR 3S MODEL (SEA SUN SEX*) ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ Summer Schools - 2012
  39. 39. STRATEGY ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ Summer Schools - 2012
  40. 40. Summer Schools - 2012
  41. 41. Some definition:"the planning of a desirable future and the design and testing of suitable ways of bringing it about". Summer Schools - 2012
  42. 42. Eureka!!!! Summer Schools - 2012
  43. 43. Meet the Customer A D MCompany Customer E, I STP 4P Summer Schools - 2012
  44. 44. The only way to meet the CustomerStep 1 Strategic Purpose Part 3 Strategic Choice1. Mission and purpose 6. Strategic options 7. Segmentation, Targeting,Step 2 Strategic Analysis Positioning2. The external environment: 8. Strategic evaluation PEST, Porter Analysis3. The external environment: Part 4 Strategic Market Analysis – Customer Implementation Behaviour 9. Marketing Mix4. The internal environment: Capability – SWOT Analysis 10.Monitoring Summer Schools - 2012
  45. 45. Destination Strategy Process 1. Marketing research 2. Segmentation 3. Targeting 4. Positioning 5. Product 6. Price 7. Place 8. Promotion Summer Schools - 2012
  46. 46. Step 1. Marketing Research Summer Schools - 2012
  47. 47. What is it?Γ. Ζούνη Summer Schools - 2012
  48. 48. Marketing Research in Olympia 1. Marketing research• A PhD thesis (2011)• 2 Master theses with primary marketing research• A new primary research (2009)• A destination strategic plan (2010)• An MBA thesis in online strategy (2012) Summer Schools - 2012
  49. 49. Summer School s - Olympia, 2012 OLYMPIA2009 Marketing Research Main Findings
  50. 50. Summer Schools - 2012
  51. 51. Summer Schools - 2012
  52. 52. Nationality Greeks British French Italian US Spanish German Other Australian Summer Schools - 2012
  53. 53. Gender Men Women Summer Schools - 2012
  54. 54. Age Age Summer Schools - 2012
  55. 55. Education Basic College Student University Postgraduate Graduate Graduate Summer Schools - 2012
  56. 56. Monthly Income(in euros) Below 1000 More than 5000 Income (euros) Summer Schools - 2012
  57. 57. Travel Information source Travel In Ad Tra Wom NTO Info Part History School Agenc te ver vel Reco Flyers Kios of ies’ rn tis Ma mme ks Cruise Flyers et em gaz ndati ent ine ons s in s Me dia Summer Schools - 2012
  58. 58. Travel Party Composition Alone Couple Family With Friends As a group Travel Party Composition Summer Schools - 2012
  59. 59. Main Activities when Travel Contact local Touring Fun Visit Sports Relax To know Other People Attractions new places Summer Schools - 2012
  60. 60. Booking Type Other Alone via Travel via Friends/ Agency Relatives Summer Schools - 2012
  61. 61. Nearby Destinations visitedwhen in Olympia None Kaiafa Spa Ep.Apollo Katakolon Chlemoutsi Zacharo Other Temple Port Castle Beach Summer Schools - 2012
  62. 62. Total Satisfaction fromOlympia Not at all Little bit Enough Very Totally Satisfied Satisfied Summer Schools - 2012 Satisfied Satisfied Satisfied
  63. 63. The New Cultural Heritage TravelerPrefer leisure travel On-line important for:that is educational  Trip planningSpend more money on  Communitycultural and heritage engagementactivities  Consumer contentWant to engage with generationlocals; “do” somethingWill travel farther toget the experience Summer Schools - 2012
  64. 64. The Tourist Area Life Cycle Summer Schools - 2012
  65. 65. TILC Market Symptoms Summer Schools - 2012
  66. 66. Resource Audit Resource Audit Best Practices Best Practices PEST PEST Competitor Analysis Competitor Analysis Market Analysis Market Analysishttp://ec.europa.eu/europeaid/evaluation/methodology/tools/too_swo_how_en.htm Summer Schools - 2012
  67. 67. Destination SWOT Summer Schools - 2012
  68. 68. Strategic ChoiceVision, Mission Summer Schools - 2012
  69. 69. The Visionto help Olympia get theposition it deserves inpeople’s mind as atourism destination Summer Schools - 2012
  70. 70. ObjectivesIncrease Overnight stayIncreasing non package tourists’ stayIncrease tourist expenditure at destination Summer Schools - 2012
  71. 71. Strategic ChoiceMarket Segmentation, Targeting, andPositioning Summer Schools - 2012
  72. 72. Steps in Market Segmentation, Targeting, and Positioning Market Market Market Segmentation Targeting Positioning1. Identify 3. Evaluate 5. Identifysegmentation attractiveness possible positioningvariables and of each concepts forsegment the segment each targetmarket segment 4. Select the2. Develop target 6. Select,profiles of segment(s) develop, and communicateresulting the chosensegments positioning concept Summer Schools - 2012
  73. 73. dividing a total market, such as all tourists, into manageable sub- groups (Middleton, 2001)Summer Schools - 2012
  74. 74. Segmentation CriteriaGeographic Nations, states, regions or cities Demographic Age, gender, family size and life cycle, or income Psychographic Social class, lifestyle, or personality Behavioral Occasions, benefits, uses, or responses Summer Schools - 2012
  75. 75. 2-3. segmentation- targeting1st Target Market1st Target market French & Germans 29-49 Family Travels High Income and Education Summer Schools - 2012
  76. 76. Special niche target market Italian Friends and new couples 19-29 Graduates 1000-3000 euros Summer Schools - 2012
  77. 77. Major Target Market Non Stayers Greek, German, Italian, Women 19-29 & 40-49Of all Education & Income Levels Summer Schools - 2012
  78. 78. Five Patterns of Targeting Strategies Single-segment Selective Product concentration specialization specialization M1 M2 M3 M1 M2 M3 M1 M2 M3P1 P1 P1P2 P2 P2P3 P3 P3 Market Full market specialization coverage M1 M2 M3 M1 M2 M3 P1 P1 P = Product M = Market P2 P2 P3 P3 Summer Schools - 2012
  79. 79. S African Business Travel Targeting Summer Schools - 2012
  80. 80. 2-3. segmentation- targeting1st Target Market1st Target market French & Germans 29-49 Family Travels High Income and Education Summer Schools - 2012
  81. 81. Summer Schools - 2012
  82. 82. Positioning & Branding Positioning  establishing an image for a product or service in relation to others in the marketplace Branding  technique that enables organizations to gain competitive advantage by offering a product that has features not available in offerings of competitors Summer Schools - 2012
  83. 83. Positioning StrategiesPositioning by specific product attributesPositioning by benefitsPositioning for user categoryPositioning for usage occasionPositioning against another competitorsPositioning against another product class 83 Summer Schools - 2012
  84. 84. Evaluating Market SegmentsSegment Size and Growth Analyze sales, growth rates and expected profitability for various segments.Segment Structural Attractiveness Consider effects of: Competitors, Availability of Substitute Products and, the Power of Buyers & Suppliers.Company Objectives and Resources Company skills & resources relative to the segment(s). Look for Competitive Advantages. Summer Schools - 2012
  85. 85. S Africa Positioning Summer Schools - 2012
  86. 86. Positioning StrategyThis market views Olympia as aKnownHistoric andWell established and visitedDestination. «Unique Experiences for the family» Summer Schools - 2012
  87. 87. Summer School s - Olympia, 2012 Marketing Mix or 4P’s
  88. 88. PRODUCT Summer Schools - 2012
  89. 89. Growth Strategies Options Ansoff Growth matrix Summer Schools - 2012
  90. 90. Market-Penetration Strategy Why ? To dominate market How ? To increase usage or get new customers; reduce price; expand distribution or increase promotional activities When ? When market is growing What to look out for ? Competitive reaction; cost of conversion Example: Airlines used reduced fares & promotion various family travel packages to penetrate market Summer Schools - 2012
  91. 91. Market-Penetration Strategy Queensland World Campaign http://www.youtube.com/watch?v=SI-rsong4xs Summer Schools - 2012
  92. 92. Market-Development Strategy Why ? To venture into new markets How ? Sell existing products in new markets; modify product; use different distribution; use different advertising/sales strategy When ? Present market is saturated What to look out for ? Competitive reaction; understand new buyers; adaptability Example: Hong Kong and China Gas (Towngas) is to invest HK$2 billion in the transmission of natural gas in China, in a continued bid to expand away from its base in Hong Kong. (Source: SCMP; June 29, 2001) Summer Schools - 2012
  93. 93. Safrica Strategy for 2011-2013 Summer Schools - 2012
  94. 94. Product-Development Strategy Why ? To satisfy buyer’s need How ? New or improved product; innovate or augment product When ? Customer has a need or a problem What to look out for ?  Market size/volume  competitor reaction  effect on existing products  resources to deliver new products Examples: Acer; Soundblaster 1,2,3 Summer Schools - 2012
  95. 95. Product-Development Strategy Google Hotel Finder http://www.youtube.com/watch?v=7K2ZDot6 cdw Draw and Travel http://www.theydrawandtravel.com/ Summer Schools - 2012
  96. 96. Floating Hotel in Sweden Summer Schools - 2012
  97. 97. Sand Hotel in United Kingdom Summer Schools - 2012
  98. 98. Jungle Hotel in Mexico Summer Schools - 2012
  99. 99. Ice Hotel in Canada Summer Schools - 2012
  100. 100. Underwater Hotel in Fiji Summer Schools - 2012
  101. 101. Cave Hotel in Turkey Summer Schools - 2012
  102. 102. Diversification Strategy Why ? Growth opportunities outside current business How ? New products for new markets When ? Distinctive competencies available What to look out for ? High risks, resources required, need to understand new markets, fit with distinctive competencies Examples:  In July 1997, DBS Land diversified into Healthcare by acquiring a stake in Parkway Holdings, a leading healthcare provider in Asia and in 1999, DBS Land bought into Vista Healthcare Summer Schools - 2012
  103. 103. Summer Schools - 2012
  104. 104. Urban Spoon iPhone App Summer Schools - 2012
  105. 105. … so what to dowith PRODUCT in Olympia? Summer Schools - 2012
  106. 106. NationalityOlympia’s site should be in French and German, apart from EnglishPresence in French and German magazines, Social media, Fairs. Summer Schools - 2012
  107. 107. GenderActivities for both sexes Summer Schools - 2012
  108. 108. AgeDifferent packages and activities for young people (youth festival, online-mobile applications ect)and for families (funfair, kids room and menu ect) Summer Schools - 2012
  109. 109. Education The visitor of this market is demanding High educational level and needs Accurate, instant and customized information Summer Schools - 2012
  110. 110. Monthly IncomeQuality assurance, ISO, value, informationPromote the activities and events to spend their money! (viainternet before trip and via flyers at shops or mobile apps ) Summer Schools - 2012
  111. 111. Travel Information sourceSocial media, forums, e-wom in Germany, FranceTargeted publicity in selected travel magazines Summer Schools - 2012
  112. 112. Summer Schools - 2012
  113. 113. Summer Schools - 2012
  114. 114. Summer Schools - 2012
  115. 115. Summer Schools - 2012
  116. 116. http://www.olympialand.gr/ Summer Schools - 2012
  117. 117. PentathlonRevival http://www.flickriver.com/photos/cathpain/ta gs/pentathlon/ Summer Schools - 2012
  118. 118. http://tourismsummerschool.orgSummer Schools - 2012
  119. 119. PRICING Summer Schools - 2012
  120. 120. Price Definition:The amount of money charged for a product. Most flexible element of marketing mix Gets us into the most trouble! Summer Schools - 2012
  121. 121. Factors to Considerwhen Setting Prices Summer Schools - 2012
  122. 122. Pricing Strategies Summer Schools - 2012
  123. 123. General Pricing ApproachesCost-Based PricingValue-Based PricingCompetition-Based Pricing Summer Schools - 2012
  124. 124. Break-Even Point for a Hypothetical Summer Schools - 2012
  125. 125. Value-based Pricing Customer Value Price Cost Product 125 Summer Schools - 2012
  126. 126. Competition-Based Pricing Competition Cost Price Value Customer 126 Summer Schools - 2012
  127. 127. Most common pricing techniques include:benchmarking with competitorshistorical factors (i.e. always been free). Summer Schools - 2012
  128. 128. Pricing Strategies for New ProductsPrestige pricing setting prices high to position a product at the upper or luxury end of the marketMarket skimming setting high prices at the launch stage and progressively lowering them as the product becomes better establishedPenetration pricing pricing at a lower level to get maximum sales and market share used when an organization is trying to get maximum distribution for the product or service in the initial stages Summer Schools - 2012
  129. 129. Price in the product life cyclePrice Premium Pricing SkimmingCost plus Pricing Penetration Discount Pricing Time 129
  130. 130. Other Popular Pricing StrategiesAll-in pricing or all-inclusive pricing charging consumers a single price for the various products or services on offer – Example: Club MedAdd-ons involves charging a low basic entrance fee and recouping profits through add-ons which require that customers pay for each individual attraction – Example: Calgary Stampede Summer Schools - 2012
  131. 131. Psychological Pricing1euroAcropolis Museum for the 1st year ofoperation Summer Schools - 2012
  132. 132. How much should a museum visit cost?• Full price (for anyone who truly doesn’t careabout price, and cultural tourists)• A discounted price (for repeat visitors whocare enough to seek out a discount)• Free (for everyone else: first-time localvisitors, anyone who’s not visited their localmuseum in a long while, kids on school trips,museum members, college students, militaryfamilies, etc.) Summer Schools - 2012
  133. 133. Pricing Questions- What strategy to make visitors come back?- Keeping audiences: what comes after a visit, whatmakes visitors come back?- How does the museum respond to different audiences?- How to communicate the experience in house: fromsecurity, shop, restaurant, finance to top management- Investing in services to get more money from thevisitors- Sponsors that are not funding exhibitions but invest increative experiences- The sponsor’s experience of how to partner with amuseum http://www.museumstrategyblog.com/museu m_strategies/marketing/ Summer Schools - 2012
  134. 134. PlaceSummer Schools - 2012
  135. 135. Summer Schools - 2012
  136. 136. Intermediaries Service industries associated with tourismOverseas (privately operated and international tourism industry organizations)tourists Core tourism industries Local •Accommodation industryresidents •Travel agencies •Catering industry •Tour operators •Transport industry (wholesalers / retailers)Tourism and the Service industriesStructure of the associated with tourismTourism Industry (government institutions) 136 Summer Schools - 2012
  137. 137. Connections Between Tourists and Product Suppliers of Different Categories in the TourismPrivately operated Tourism service Government institutions suppliers institutions •Travel guide •World Tourism services Transport Accommodation Man-made Organization •Travel insurance Industry Tourist •Local tourism and financial •Hotels/guesthous Attractions institutions and services •Air routes es statutory groups •Travel •Water routes •Villas/holiday •Historic •Government publications (ferries and villages memorials departments •Travel training cruise liners) •Holiday •Activity centres •Travel visa and education •Rail routes apartments •Theme parks institutions •Retail shops and •Land routes •Camping •Seaside and •Travel course restaurants (tourist grounds/camperv canals and training coaches/car hire) an parks •Ancient ruins institutes •Motor inns •Religious •Youth hostels buildings •Historic buildings Travel agencies, tour operators, tourists 137 Summer Schools - 2012
  138. 138. Types of Intermediaries Intermediaries are chiefly divided into the twocategories: travel agencies and tour operators (wholesalers andretailers). Travel agencies • Wholesalers • Retailers • Inbound travel agencies / outbound travel agencies Tour operators (wholesalers/retailers) • Inbound tour group operators / outbound tour group operators • Corporate client travel services • Sightseeing tour companies 138 Summer Schools - 2012
  139. 139. Tourism service retail channels commonly found Three Types of Retail Channels Unilateral Bilateral Multilateral Service Service Service supplier supplier supplier Customer Travel retailer Travel wholesaler Travel retailer Customer Customer 139 Summer Schools - 2012
  140. 140. Designing the Distribution SystemThree distribution strategies Intensive Exclusive Selective Summer Schools - 2012
  141. 141. Designing the Distribution SystemIntensive strategy in which an organization maximizes the exposure of its travel services by distributing through all available outlets or intermediariesExclusive strategy in which an organization deliberately restricts the number of channels that it uses to distribute its product or service to its customers; an effective method for marketing prestige productsSelective strategy between intensive and exclusive distribution, in which a company uses more than one but less than all of the possible distribution channels Summer Schools - 2012
  142. 142. Designing the Distribution SystemFactors to Consider Market coverage Costs Positioning and image Motivation of intermediaries Characteristics of the organization Summer Schools - 2012
  143. 143. The Role and Function of Travel AgenciesThe function of travel agencies includes thefollowing 3 aspects:1. Providing one-stop travel products2. It is the most important retail channel fortravel products3. Facilitating customers’ tourism activities andpromoting the development of the tourismindustry 143 Summer Schools - 2012
  144. 144. Foursquare as Distribution ChannelFoursquare aims to encourage people to explore their neighborhoods andthen reward people for doing so. They do this by combining friend-finderand social city guide elements with game mechanics — users earn points,Mayorships and unlock badges for trying new places and revisiting oldfavorites.As a museum or gallery, you can use foursquare to engage your increasinglymobile visitors with foursquare “Specials,” which are discounts and prizesyou can offer your loyal visitors when they check in on foursquare at yourmuseum or gallery. Don’t forget to show extra love to your venue’sMayor! Additionally, if you offer foursquare Specials to your visitors, you willbe able to track how your museum is performing over time thanks to arobust set of venue analytics for free. Summer Schools - 2012
  145. 145. Summer Schools - 2012
  146. 146. Ancient Olympia after becomeolympian Olympia has a unique internet strategy, supported by the local Hotel Union, creating a new targeted brand. Olympia is being promoted by social media with becomeolympian in facebook, twitter and flickr Visitors of www.visitgreece.gr will discover that Olympia offers one of the best experiences Greece can give. ResultOlympia now is SOME STEPS CLOSER TO BECOME A DESTINATION a destination. A project planned, led and promoted by detour (www.detour.gr) Summer Schools - 2012
  147. 147. REALImpact of becomeolympian campaign Summer Schools - 2012
  148. 148. http://www.facebook.com/video/video.php?v=161389313880807 Summer Schools - 2012
  149. 149. So, what do youGeorgia? admityour expectations for today? Summer Schools - 2012
  150. 150. I have something to Summer School s - Olympia, 2012about Strategic Marketing!
  151. 151. Meet the Customer A D M itCompany Customer E, I STP 4P Social Media Summer Schools - 2012
  152. 152. Summer School s - Olympia, 2012
  153. 153. The only way to reach the Customer DevelopCompany Analysis IT Customer ment ποιοι πρέπει πώς πρέπει δράσεις να προσεγγιστούν να προσεγγιστούν Summer Schools - 2012
  154. 154. Summer Schools - 2012
  155. 155. Thank you!!! Summer Schools - 2012
  156. 156. Summer School s - Olympia, 2012 Email: gzouni@gmail.com
  157. 157. IF YOU WANT TO READ MORE OF WHAT WE ARE THINKING…www.slideshare.net/GeorgiaZouni www.academia.com/georgiazouni Summer Schools - 2012

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