TOURISM PRODUCT DEVELOPMENT
AND GOOD MARKETING PRACTICES
KEVIN MORIARTY
SENIOR TOURISM TRAINER
JULY 2014
TOURISM PRODUCT DEVELOPMENT AND GOOD
MARKETING PRACTICES WORKSHOP.
INTRODUCTIONS
• KEVIN MORIARTY FROM DUBLIN IN
BY THE END OF THE WORKSHOP YOU WILL
BE ABLE TO :
• Identify and present the main markets and motivations of
international ...
BY THE END OF THE WORKSHOP YOU
WILL BE ABLE TO:
• Prepare a positioning statement for their tourism
province.
• Understand...
WORKSHOP CONTENT
• What is a tourism product ?
• What is a tourism market ?
• What is a market segment ?
• Why do tourists...
MARKETING PLANS
Enterprise /Business level Plans
Province or Regional level Plans
Vietnam Tourism Marketing Strategy Actio...
WHAT IS YOUR NAME AND WHICH
PROVINCE ARE YOU FROM?
WHAT IS YOUR ROLE?
WHAT WOULD YOU LIKE TO HAVE
ACHIEVED BY THE END OF T...
WORKSHOP AGENDA
DAY ONE OVERVIEW OF PRODUCT
DEVLOPMENT AND MARKETING
DAY TWO PRODUCTS AND EXPERIENCES
AND PRODUCT MARKET M...
DAY ONE AGENDA
• TYPES OF TOURISM
• TOURISM IN VIETNAM
• VIETNAM TOURISM MARKETING STRATEGY
• SEGMENTATION AND CUSTOMER NE...
TOURISM…
…entails movement of people to
countries or places outside their
usual environment…
…for at least one night…
…for...
TOURISM INVOLVES MANY GOODS AND
SERVICES
Food & drink
Natural attractions
Cultural attractions
TYPES OF TOURISTS
Leisure
Visiting friends and
relatives
Holiday
Business
Meetings, Incentives,
Conventions & Events
Gener...
COMMON TYPES OF LEISURE TOURISM
Adventure tourism
Mainstream package
tourism
Ecotourism
Cultural tourism
TOURISM IN YOUR PROVINCE
HOW IS TOURISM PERFORMING IN YOUR PROVINCE?
CONSIDER WHAT IS UNIQUE AND SPECIAL
HOW IS TOURISM PE...
MARKETING OBJECTIVES 2013-16
• Marketing objective 1: To position Vietnam as a must-visit tourism
destination in South Eas...
POSITION AND BRANDING
• Key findings from a 2011 Vietnam Tourism Image and
Competitiveness Survey reveal that
• Culture
• ...
SELLING PROPOSITION
• Whilst Vietnam’s unique selling proposition has not been clearly
defined, those who are familiar wit...
NEW LOGO AND TAGLINE
VISION FOR TOURISM
Achieves growth in
market share with a
higher yield
Has a pristine physical
environment
Offers accommod...
INTERNATIONAL CUSTOMER TRENDS
• A more sophisticated and travel wise
consumer
• More frequent and shorter trips
• Holiday ...
BRAND PRODUCTS
CULTURE COAST ECO BASED CITY BREAKS
BRAND PRODUCTS
• Need to target higher spending longer staying tourists in target markets :
Culture
Coast
Eco based
City b...
BRAND PRODUCTS
• IDENTIFY WHICH ARE THE MOST IMPORTANT
BRAND PRODUCTS IN YOUR PROVINCE
WHERE DO OUR INTERNATIONAL TOURISTS COME
FROM ?
RANK COUNTRY ARRIVALS
1. China 1,428,693
2. South Korea 700,917
3. Japan 5...
DELEGATES TO COMPLETE THE
INTRODUCTION EXERCISE
• 10 QUESTIONS
• WORK TOGETHER IN GROUPS OF 6
• 10 MINUTES TO COMPLETE
UNDERSTAND, INTERPRET AND APPLY IDEAS AND
MODELS TO DEVELOP NEW PRODUCTS AND
EXPERIENCES
DESTINATIONS
PRODUCTS AND
EXPERIE...
UNDERSTAND, ANALYSE AND APPLY MARKET
ANALYSIS AND MARKET SEGMENTATION .
MARKETS
VISITORS
AND TRAVEL
TRADE
INTERNATI
ONAL
D...
WHAT IS A MARKET SEGMENT?
• A group of people that share characteristics
• We segment a broad market into subsets of
consu...
OUR VISITORS-WHAT DO WE KNOW ABOUT THEM
VISITOR SURVEYS
TRENDS AND RESEARCH
TRIP ADVISOR AND SOCIAL MEDIA
TARGET MARKETS
• Asia-Pacific – The nearby markets of North East Asia (China,
Japan, South Korea), South East Asia (Singap...
MARKETS
33
Domestic
market
Near Asian
markets
Australasia Europe &
North
America
Russia,
China
EXERCISE
• Which market segments are the main visitors
to your province?
DOMESTIC MARKET SEGMENTS IN VIETNAM
1. Domestic: Sub-Markets:
“On Holiday”:
Characteristics: Travel as
a family, during na...
INTERNATIONAL MARKET SEGMENTS
2. International: Sub-Markets:
International Short-Haul:
“On Holiday”:
Characteristics: Trav...
INTERNATIONAL MARKET SEGMENTS
International Long-Haul:
“1st Timers”:
Characteristics:
Individual or group travel
for 1 wee...
MARKETS
38
Domestic
market
Near Asian
markets
Australasia Europe &
North
America
Russia,
China
UNDERSTANDING THE TOURIST
VISITORS
MOTIVATION
MINIMUM
REQUIREMEN
TS
DIFFERENTIAT
ORS
BARRIERS
TO
VISITING ?
WHAT ARE
YOU G...
TOURISTS-WHAT ARE THEIR CONCERNS?
• how do you get around?
• how far is it from Hanoi to ho chi min city?
• how do you get...
TOURISTS –WHAT ARE THEIR CONCERNS?
CAN YOU THINK OF ANY OTHER
CONCERNS TOURISTS MAY HAVE?
MARKET SEGMENTATION AND
RESEARCH
CASE STUDY MARKETS AND SEGMENTS
Great Britain (GB)
• large market
• Strong cultural interests
• Good air and sea access
• ...
INCREASE IN UK VISITORS
• Trailfinders (trailfinders.com) saw its highest bookings ever
for Vietnam in January 2014, follo...
Germany
• World’s largest travel market
• Longest length of stay-
• Looking for new destinations
• 79% use the internet
• ...
France
• 67% of all online purchases are travel
• Like information in French
• 7.5 weeks annual leave / year
• Historical ...
THAILAND
• Let us describe the visitor from Thailand
• What segments are there?
• Where do they like to go?
• What do they...
WHERE DO OUR INTERNATIONAL TOURISTS COME
FROM ?
RANK COUNTRY ARRIVALS
1. China 1,428,693
2. South Korea 700,917
3. Japan 5...
UNDERSTAND, INTERPRET AND APPLY IDEAS AND
MODELS TO DEVELOP NEW PRODUCTS AND
EXPERIENCES
DESTINATIO
NS
PRODUCTS
AND
EXPERI...
WHAT IS A TOURISM PRODUCT ?
NARROW DEFINITION
What the tourist buys
WIDER DEFINITION
The combination of what the
tourist d...
HOW THE UNEP DEFINES TOURISM
PRODUCTS
Experiential factor Emotional factor Physical factor
BRAND PRODUCTS
CULTURE COAST ECO BASED CITY BREAKS
TYPES OF TOURISM PRODUCTS
Natural tourism products
Man-made tourism
products
TYPES OF TOURISM PRODUCTS IN
VIETNAM
Others?
Picture sources:
http://www.flickr.com/photos/barbararich/96982409/; http://w...
DAY ONE MODULE 3
CASE STUDY ON
PRODUCT/MARKET MATCH
CASE STUDY
GERMAN AUSTRALIAN KOREAN AMERICAN
Mr and Mrs Schmidt
are retired in their
mid-50’s. They always
wanted to visit...
DAY ONE MODULE 4
GROUP WORK ON CASE STUDY
TOURISM PRODUCTS
• What are the main tourism products in your
province?
• Which segments of tourists do they attract?
DEVELOPING NEW TOURISM PRODUCTS
Understand
international
consumer
needs and
trends
Identify target
consumer
segments
Bench...
PRODUCT DEVELOPMENT
• WHAT CURRENTLY EXISTS THAT YOU CAN ADD TO OR REPACKAGE
OR PUT TOGETHER WITH OTHER PRODUCTS TO CREATE...
EXAMPLE OF PRODUCT DEVELOPMENT
• There has been a demand for unusual but
authentic tours, such as Saigon After Dark,
where...
SEGMENT AND WHAT ARE
THEY SEEKING?
WHAT IS AVAILABLE IN THE
PROVINCE?
WHAT ARE THE GAPS IN
PRODUCT AND EXPERIENCE?
WHAT IS TOURISM PRODUCT-MARKET MATCHING?
• Connecting the characteristics,
motivations and expectations
of market segments...
RESULTS OF PRODUCT-MARKET MATCHING
Domestic day trippers
• Entertainment products
• Relaxation products
Domestic
Entertain...
NEW TOURISM PRODUCTS
• http://www.newzealand.com/ie/things-to-do/
• http://www.visit-canada.com/
CASE STUDIES
• MEKONG DISCOVERY TRAIL
• SOUTH CAROLINA
• IRELAND’S NATIONAL DAY
MEKONG DISCOVERY TRAIL
The Mekong Discovery Trail is an ecotourism destination in
northeast Cambodia. The
180km long theme...
IRELANDS NATIONAL DAY
• Ireland’s National Day March 17 and has
become an Iconic festival lasting over 5days!
• music,cult...
SOUTH CAROLINA
The State of South Carolina was faced with the
fact that it did not enjoy a cohesive
identity from a touris...
TOURISM PRODUCT (UNWTO)
• Flagship Products: are important tourism sites that are capable of
providing attractions powerfu...
TOURISM PRODUCT (UNWTO)
• Circuits: Are routes traveled by tourist that are often
linking theme or interest, or connect a ...
FUNCTION
Tourism hub
development Product
clusters of
development
Supporting
products
Circuits
Festivals and
events
Flagshi...
TOURISM PRODUCT TYPES
• Entertainment and Relaxation-Based Products: Including
activities such as shopping, dining, nightl...
EXERCISE DAY ONE MODULE 6
WORKSHEET FOR MARKET SEGMENTATION
PRODUCT DEVELOPMENT
• We have beaches …..so do ………
• We have culture and temples…so do ……
• We have great cities…….so do …...
PRODUCT INNOVATION
• Without new product development in a
destination tourists will not be attracted and go
to other desti...
DEVELOPING NEW PRODUCTS
Consider –
What do tourists want and what are the latest trends?-
learning, unique, authentic , sh...
PACKAGING AND BUNDLING TOURISM
PRODUCTS
• Determine the theme of your package eg motorbike,
adventure, discovery
• Decide ...
DAY TWO AGENDA
Product development checklist
Product development criteria
Expectation versus Reality in Tourism
Compet...
CHECKLIST FOR PRODUCT DEVELOPMENT
I. . Core Product Features:
1. Accessibility How easy is it for tourists to get to the s...
CHECKLIST FOR PRODUCT DEVELOPMEMT
1. Authentic How genuine and representative of the
region is the product
2. Distinct How...
DAY TWO MODULE 7
INSPIRING EXPERIENCES AND ITINERARIES
EXERCISE
DAY TWO MODULE 7/8 GATEWAY HUB
• VUNG TAU HAS OFTEN BEEN PROMOTED AS A PLACE TO
RELAX AT THE BEACH FOR A FEW DAYS AS PART ...
BRAND PRODUCTS
CULTURE COAST ECO BASED CITY BREAKS
TOURISM PRODUCT
Accommodation, Car hire, Attractions, Activities, Events, Restaurants
DIRECT
Online
•Own website
•Email
•I...
TOURIST EXPECTATIONS
• When tourist go on holiday they have
expectations –which have been informed by
marketing and promot...
TOURIST EXPECTATIONS
• Give an example of when tourist expectations
have been met and one when they have not
been met.
• W...
DAY TWO MODULE 8
EXPECTATIONS VERSUS REALITY EXERCISE
TOURISTS-EXPECTATIONS AND REALITY
…………………………….VIETNAM –ENDLESS CHARM?
TOURIST EXPECTATIONS
“ beautiful scenery, friendly a...
PEOPLE IN TOURISM
• The biggest influence on the tourist positive
experience is the people that the tourist
meets and enga...
FEEDBACK DAY TWO MODULE 9
Existing products New products
4 KEY PRODUCT DEVELOPMENT
OPTIONS
ExistingmarketsNewmarkets
Market
penetration
Sell more of...
TOURISM MARKET SEGMENTS IN
VIETNAM MATCHED TO PRODUCT
TYPES
ENTERTAINMENT
RELAXATION
CULTURE
NATURE
ADVENTURE
LEARNING
DOM...
RESULTS OF PRODUCT-MARKET
MATCHING
Domestic day trippers
• Entertainment products
• Relaxation products
Domestic
Entertain...
COMPETITOR ANALYSIS
COMPETITOR
COUNTRY
STRENGTHS WEAKNESSES VIETNAM + or - VIETNAM USP
THAILAND
LAOS
MALAYSIA
CAMBODIA
DAY TWO MODULE 10 COMPETITOR
ANALYSIS EXERCISE
COMPETITION FOR SAFETY AND
SECURITY
• Thailand is beginning to recover after the
recent turmoil,” Gardner said. “But
throu...
DEVELOPING NEW TOURISM
PRODUCTS
To
existing
markets
• Strategy: Expand on
products in destination
and promote to existing
...
FEEDBACK DAY TWO MODULE 11
MARKETING COMMUNICATIONS
• Marketing communications is about taking your message and finding the
best way of getting it in...
TOURISM MARKET SEGMENTS IN
VIETNAM MATCHED TO PRODUCT
TYPES
ENTERTAINMENT
RELAXATION
CULTURE
NATURE
ADVENTURE
LEARNING
DOM...
MATCH THE MESSAGE TO THE
SEGMENT
• Message
• “Come and relax”
• “Find adventure and fun”
• “Learn about our culture”
• “Di...
DAY THREE AGENDA
Creating good content through good stories
Communications with tourist
Prepare your brochure
Marketin...
CREATIVE THINKING IN
MARKETING
UNDERSTAND AND EVALUATE MAIN APPROACHES
TO MARKETING AND COMMUNICATIONS
MARKETING
AND
COMMUNICAT
IONS AND
CHANNELS
PROMOTI...
TOURISM PRODUCT
Accommodation, Car hire, Attractions, Activities, Events, Restaurants
DIRECT
Online
•Own website
•Email
•I...
Promotion in tourism marketing
• Aims to influence, inform, and / or persuade
• Usually a mix of:
– Advertising
– Public R...
The Promotional Elements
Their World: Promotions:
The Net Generation/iGeneration : Children spend more
time sitting in front of screen-based media ...
IT’S ALL ABOUT CONTENT !!!
• imagery –great photos
• video –yours or your customer’s
• the story-what is the experience
-w...
CONTENT
• Internet search to find good content
• For good examples we will go to Australia New
Zealand Thailand Canada and...
CREATE YOUR BROCHURE EXERCISE DAY THREE
MODULE 14
1. Choose a market segment
2. Identify their needs and motivations
3. Co...
BRAND PRODUCTS
CULTURE COAST
ECO
BASED
CITY
BREAKS
SOCIAL MEDIA
• FACEBOOK
• TRIPADVISOR
• SPOTIFY
• TWITTER
• IMAGERY AND VIDEOS ARE DRIVING SOCIAL
MEDIA
MARKETING PLANNING PROCESS
1.IDENTIFY BEST
MARKET SEGMENT
FOR GROWTH
2. RESEARCH NEEDS
BEHAVIOUR AND
MOTIVATIONS
3.MATCH C...
MARKETING PLAN
1. CARRY OUT SWOT ANALYSIS,ANALYSE
EXISTING TOURISTS, ANALYSE COMPETITORS
2. DECIDE STRATEGY –NEW MARKETS O...
SWOT ANALYSIS
Strengths Weaknesses
Opportunities Threats
SWOT ANALYSIS
• Carry out a swot analysis of your province
• Strengths –location, access, plenty of product –accommodation...
Marketing Objectives
Identify three to five major objectives to help you maintain share or grow parts of
your business.
1....
Marketing
Objectives
Actions required to
achieve Objectives
Key Metrics Responsibility Budget Timeframe
Objective 1
Object...
Segment Comment on growth potential
International –Australian
and Koran markets
Both markets likely to increase this year ...
Market Segment:
Marketing Objective:
Key Communications Tools
Offline Tools
Online Tools
Key Metrics
Distribution Channel
...
Private sector engagement with
destination tourism authorities
A. Participate in
public sector
organised
conferences,
meet...
WHY DO WE NEED PUBLIC/PRIVATE
PARTNERSHIP
• Public sector has good information and
knowledge about tourism which the priva...
ROLE PLAY DAY THREE MODULE 16 EXERCISE
YOU ARE MEETING WITH A
TOURISM PROVIDER –(HOTEL,
TRAVEL AGENT, TOUR OPERATOR),
TO E...
DAY FOUR AGENDA
 FIELD TRIP TO TOURISM PROVIDERS
RECAP ON MAIN LEARNING OF THE WORKSHOP
TO DATE
 SUMMARISE KEY ELEMENTS...
ACTION PLANS. PRIORITY ACTIONS IN YOUR
PROVINCE
1. CONSIDER THE MAIN TOPICS OF THE WORKSHOP
 Tourism marketing strategy
...
ACTION PLANS AND PRESENTATIONS
• CARRY OUT A SWOT
• IDENTIFY YOUR BEST MARKET SEGMENTS
• IDENTIFY YOUR BEST PRODUCTS AND E...
PRESENTATIONS
• PRESENT THIS IN GROUPS
• COVER EACH OF THE ACTIONS ON THE LIST
ACTION PLANS AND PRESENTATIONS
CREATE A NEW MESSAGE OR STORY ABOUT YOUR PROVINCE
PREPARE A BROCHURE OUTLINE FOR THE
PRODUC...
ACTION PLANNING
Result Timing Responsibility Priority
Sub-activities
Sub-activities
Sub-activities
Sub-activities
DAY FIVE AGENDA
 FINAL PREPARATION OF
PROVINCE ACTION
PLANS
 PRESENTATION OF
ACTION PLANS IN
GROUPS OF SIX
CRITERIA
• CONTENT • PRESENTATION
The outcome of responsible tourism
“Better places for people
to live in and better places
to visit”
Better places
to live ...
Potential positive social impacts of tourism
Demand for local
products
Employment of
women and youth
Revival of local
cust...
143
Xin trân trọng cảm ơn!
Thank you!
Manual for Training course on Tourism Product Development and Good Marketing Practices
Manual for Training course on Tourism Product Development and Good Marketing Practices
Manual for Training course on Tourism Product Development and Good Marketing Practices
Manual for Training course on Tourism Product Development and Good Marketing Practices
Manual for Training course on Tourism Product Development and Good Marketing Practices
Manual for Training course on Tourism Product Development and Good Marketing Practices
Manual for Training course on Tourism Product Development and Good Marketing Practices
Manual for Training course on Tourism Product Development and Good Marketing Practices
Upcoming SlideShare
Loading in …5
×

Manual for Training course on Tourism Product Development and Good Marketing Practices

2,693 views

Published on

From July 14th to 18th, 2014, a Training Course on Tourism Product Development and Good Marketing Practices was organised by the ESRT Programme in Vung Tau city.

This training course has been developed to provide tourism administrators from governmental agencies and Southern provincial Departments of Culture, Sports and Tourism with a deeper understanding and basic practice skills on market, process of tourism product development and marketing planning, which can be taken into their daily work.

Published in: Travel
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,693
On SlideShare
0
From Embeds
0
Number of Embeds
99
Actions
Shares
0
Downloads
246
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Manual for Training course on Tourism Product Development and Good Marketing Practices

  1. 1. TOURISM PRODUCT DEVELOPMENT AND GOOD MARKETING PRACTICES KEVIN MORIARTY SENIOR TOURISM TRAINER JULY 2014
  2. 2. TOURISM PRODUCT DEVELOPMENT AND GOOD MARKETING PRACTICES WORKSHOP.
  3. 3. INTRODUCTIONS • KEVIN MORIARTY FROM DUBLIN IN
  4. 4. BY THE END OF THE WORKSHOP YOU WILL BE ABLE TO : • Identify and present the main markets and motivations of international and domestic visitors. • Understand what a tourism product is and how to bring it to market • Explain visitor needs and expectations of international and domestic visitors • Identify and present the main tourist attractions their province. • Review list and analyse the main competition to Vietnam tourism and in their province. • Identify and list the different tourism distribution channels. • Prepare a marketing action plan for the province.
  5. 5. BY THE END OF THE WORKSHOP YOU WILL BE ABLE TO: • Prepare a positioning statement for their tourism province. • Understand and be able to interpret the marketing planning process. • Prepare a Tourism marketing plan for their province and be able to support individual businesses in preparing marketing plans. • Identify the most appropriate and efficient digital marketing methods
  6. 6. WORKSHOP CONTENT • What is a tourism product ? • What is a tourism market ? • What is a market segment ? • Why do tourists come to Vietnam ? • How can we present it to attract more tourists? • What are the competition doing? • How can we prepare a marketing plan for the Province?
  7. 7. MARKETING PLANS Enterprise /Business level Plans Province or Regional level Plans Vietnam Tourism Marketing Strategy Action Plan 2013- 2015
  8. 8. WHAT IS YOUR NAME AND WHICH PROVINCE ARE YOU FROM? WHAT IS YOUR ROLE? WHAT WOULD YOU LIKE TO HAVE ACHIEVED BY THE END OF THE WORKSHOP?
  9. 9. WORKSHOP AGENDA DAY ONE OVERVIEW OF PRODUCT DEVLOPMENT AND MARKETING DAY TWO PRODUCTS AND EXPERIENCES AND PRODUCT MARKET MATRIX DAY THREE ADVERTISING PROMOTIONS AND CHANNELS TO MARKET DAY FOUR FIELD TRIP AND GROUP WORK DAY FIVE MARKETING PRESENTATIONS AND CONCLUSION
  10. 10. DAY ONE AGENDA • TYPES OF TOURISM • TOURISM IN VIETNAM • VIETNAM TOURISM MARKETING STRATEGY • SEGMENTATION AND CUSTOMER NEEDS • TOURISM PRODUCTS AND MARKETS IN VIETNAM
  11. 11. TOURISM… …entails movement of people to countries or places outside their usual environment… …for at least one night… …for personal or business / professional purposes.
  12. 12. TOURISM INVOLVES MANY GOODS AND SERVICES Food & drink Natural attractions Cultural attractions
  13. 13. TYPES OF TOURISTS Leisure Visiting friends and relatives Holiday Business Meetings, Incentives, Conventions & Events General
  14. 14. COMMON TYPES OF LEISURE TOURISM Adventure tourism Mainstream package tourism Ecotourism Cultural tourism
  15. 15. TOURISM IN YOUR PROVINCE HOW IS TOURISM PERFORMING IN YOUR PROVINCE? CONSIDER WHAT IS UNIQUE AND SPECIAL HOW IS TOURISM PERFORMING IN YOUR PROVINCE? STATE ONE SUCCESSFUL ACTIVITY IN MARKETING TOURISM ABROAD OR AT HOME
  16. 16. MARKETING OBJECTIVES 2013-16 • Marketing objective 1: To position Vietnam as a must-visit tourism destination in South East Asia based on its key brand values and products (culture, cities, coast and mountains) in Asian and selected Western markets, and to ensure it remains the preferred holiday destination for Vietnamese residents. • Marketing objective 2: To effectively communicate the diversity of Vietnam’s product offerings and its main tourism regions; to increase visitor length of stay and local expenditure, and to attract return visitors (‘taste more of Vietnam’). • Marketing objective 3: To effectively manage cooperation with the private sector, to target growth segments and new markets that can be cost- effectively reached.
  17. 17. POSITION AND BRANDING • Key findings from a 2011 Vietnam Tourism Image and Competitiveness Survey reveal that • Culture • People • Cuisine • Adventure • Hospitality • Are important factors in deciding to holiday in Vietnam
  18. 18. SELLING PROPOSITION • Whilst Vietnam’s unique selling proposition has not been clearly defined, those who are familiar with the destination know that it is: • Very different to Thailand (a soft, smooth, luxurious image) • Very different to Malaysia (prosperous, Islam-dominated yet also ‘truly Asia’) • Different to Singapore with its developed and prosperous urban and contemporary image. • The of Vietnam lies in its rich and varied culture, its delicious cuisine, strong spirit of independence and its continuing vibrancy and energy in rebuilding itself.
  19. 19. NEW LOGO AND TAGLINE
  20. 20. VISION FOR TOURISM Achieves growth in market share with a higher yield Has a pristine physical environment Offers accommodation that is diverse in its character Has key iconic attractions to entice visitors Delivers a range of authentic experiences in a friendly engaging environment Demonstrates and delivers continuous product innovation Makes a contribution to the development of the economy nationally and regionally
  21. 21. INTERNATIONAL CUSTOMER TRENDS • A more sophisticated and travel wise consumer • More frequent and shorter trips • Holiday destinations determined by hobbies interests and discovery • A strong desire for value
  22. 22. BRAND PRODUCTS CULTURE COAST ECO BASED CITY BREAKS
  23. 23. BRAND PRODUCTS • Need to target higher spending longer staying tourists in target markets : Culture Coast Eco based City breaks Which Brand Products are there in your Province?
  24. 24. BRAND PRODUCTS • IDENTIFY WHICH ARE THE MOST IMPORTANT BRAND PRODUCTS IN YOUR PROVINCE
  25. 25. WHERE DO OUR INTERNATIONAL TOURISTS COME FROM ? RANK COUNTRY ARRIVALS 1. China 1,428,693 2. South Korea 700,917 3. Japan 576,386 4. USA 443,826 5. Taiwan 409,385 6. Cambodia 331,939 7. Malaysia 299,041 8. Australia 289,844 9. Thailand 225,866 10. France 219,721 Vietnam General Statistics Office, in 2013
  26. 26. DELEGATES TO COMPLETE THE INTRODUCTION EXERCISE • 10 QUESTIONS • WORK TOGETHER IN GROUPS OF 6 • 10 MINUTES TO COMPLETE
  27. 27. UNDERSTAND, INTERPRET AND APPLY IDEAS AND MODELS TO DEVELOP NEW PRODUCTS AND EXPERIENCES DESTINATIONS PRODUCTS AND EXPERIENCES LEISURE OR BUSINESS FOOD DRINK ACCOMMODA TION TRANSPORT RETAIL EXPERIENCE CULTURE HERITAGE PEOPLE SERVICE UNIQUE DIFFERENT AND AUTHENTIC THE EXPERIENCE – STORY INTERPRETATI ON AND BUNDLING VISITOR JOURNEY AND ITNINERARY THE PROMISE v THE REALITY
  28. 28. UNDERSTAND, ANALYSE AND APPLY MARKET ANALYSIS AND MARKET SEGMENTATION . MARKETS VISITORS AND TRAVEL TRADE INTERNATI ONAL DOMESTIC MARKETS- CHINA KOREA USA TAIWAN AUSTRALIA FRANDE GERMANY PERSONA’S VIRTUAL- CUSTOMER JOURNEYSRESEARCH – WHAT DO WE KNOW ABOUT THEM? MOTIVAITIO N AND NEEDS – WHY DO THEY COME ACCESS INFORMAT ION MESSAGES
  29. 29. WHAT IS A MARKET SEGMENT? • A group of people that share characteristics • We segment a broad market into subsets of consumers who have common needs • -by geography • -by age gender income • -by lifestyle and behaviours • -by needs and motivations
  30. 30. OUR VISITORS-WHAT DO WE KNOW ABOUT THEM VISITOR SURVEYS TRENDS AND RESEARCH TRIP ADVISOR AND SOCIAL MEDIA
  31. 31. TARGET MARKETS • Asia-Pacific – The nearby markets of North East Asia (China, Japan, South Korea), South East Asia (Singapore Malaysia, Indonesia, Thailand), and Australia • Western markets – Western Europe (France, Germany, Great Britain, the Netherlands, Spain and Scandinavia); North America (United States and Canada), and Eastern Europe (Russian Federation, Ukraine) • Domestic Market
  32. 32. MARKETS 33 Domestic market Near Asian markets Australasia Europe & North America Russia, China
  33. 33. EXERCISE • Which market segments are the main visitors to your province?
  34. 34. DOMESTIC MARKET SEGMENTS IN VIETNAM 1. Domestic: Sub-Markets: “On Holiday”: Characteristics: Travel as a family, during national holidays and annual holiday periods Motivations: Relaxation, entertainment, visiting main attractions: Expectations: Good food, adequate accommodation, shopping opportunities, fair prices “Day Trippers”: Characteristics: Independent travel by fami-lies and friends in private vehicles for 1 day, usually on weekends or national holidays. Motivations: Relaxation, entertainment, visiting main attractions: Expectations: Good food, good services, ease of travel
  35. 35. INTERNATIONAL MARKET SEGMENTS 2. International: Sub-Markets: International Short-Haul: “On Holiday”: Characteristics: Traveling in organized groups or with family and friends. Shorter trips, few destinations Motivations: Relaxation, entertainment, vis-iting main attractions, shopping Expectations: Superior food and accommodation, “Mixing Businesses with Pleasure”: Characteristics: Individual and independent business travel-ers adding some tourism activities to their trip. Motivations: Entertainment, visiting main attractions, relaxation Expectations: Quality services and products. Ease of travel
  36. 36. INTERNATIONAL MARKET SEGMENTS International Long-Haul: “1st Timers”: Characteristics: Individual or group travel for 1 week or more, utilizing a variety of travel means and many destinations Motivations: Visiting main attractions, cultural and natural features Expectations: Good food, adequate accommodation, fair prices, variety “2nd Timers” + “Crowd Avoiders”: Characteristics: Individual or small group travel – usually self- organized for 1 week or more, usually spending more time in fewer destinations Motivations: Authentic experiences and specific activities (i.e. trekking, caving) Expectations: Adequate accommodation, good food and services, authenticity and personal experiences
  37. 37. MARKETS 38 Domestic market Near Asian markets Australasia Europe & North America Russia, China
  38. 38. UNDERSTANDING THE TOURIST VISITORS MOTIVATION MINIMUM REQUIREMEN TS DIFFERENTIAT ORS BARRIERS TO VISITING ? WHAT ARE YOU GOOD AT? DOES IT MOTIVATE THE VISITOR?
  39. 39. TOURISTS-WHAT ARE THEIR CONCERNS? • how do you get around? • how far is it from Hanoi to ho chi min city? • how do you get to see the temples? • what are home stays? • do you speak French in Vietnam? • do you take dollars? • is it safe? • is it clean? • will I get hassled or ripped off? • where’s the best beach? • can you drink the water? • where can I go to get away from the other tourists? • where can I get a real Vietnamese experience? • is it this hot everyday?
  40. 40. TOURISTS –WHAT ARE THEIR CONCERNS? CAN YOU THINK OF ANY OTHER CONCERNS TOURISTS MAY HAVE?
  41. 41. MARKET SEGMENTATION AND RESEARCH
  42. 42. CASE STUDY MARKETS AND SEGMENTS Great Britain (GB) • large market • Strong cultural interests • Good air and sea access • 82% use internet • 50% of online purchases are travel • High interest in visiting SE Asia
  43. 43. INCREASE IN UK VISITORS • Trailfinders (trailfinders.com) saw its highest bookings ever for Vietnam in January 2014, following a steady increase in interest in the country during recent years. • The operator said the rise is largely due to the introduction of direct flights from London in 2011 and “clients choosing bespoke private car and driver tours as they offer complete freedom and flexibility without the hassle of 'going it alone'.” • Vietnam now ranks in Kuoni’s top 15 destinations for British travellers, at number 14. It was 23rd in 2011 and is one of three countries that Kuoni judged to be the fastest-growing in popularity last year, the other two being Mexico and Cuba.
  44. 44. Germany • World’s largest travel market • Longest length of stay- • Looking for new destinations • 79% use the internet • Like detailed information in German
  45. 45. France • 67% of all online purchases are travel • Like information in French • 7.5 weeks annual leave / year • Historical and cultural linkages • 4 holidays / year, 1.5 of which are abroad
  46. 46. THAILAND • Let us describe the visitor from Thailand • What segments are there? • Where do they like to go? • What do they like to do on holidays • How long do they go for? • Do they travel in groups or couples? • How much do they spend ? • How would they get to Vietnam?
  47. 47. WHERE DO OUR INTERNATIONAL TOURISTS COME FROM ? RANK COUNTRY ARRIVALS 1. China 1,428,693 2. South Korea 700,917 3. Japan 576,386 4. USA 443,826 5. Taiwan 409,385 6. Cambodia 331,939 7. Malaysia 299,041 8. Australia 289,844 9. Thailand 225,866 10. France 219,721 Vietnam General Statistics Office, in 2013
  48. 48. UNDERSTAND, INTERPRET AND APPLY IDEAS AND MODELS TO DEVELOP NEW PRODUCTS AND EXPERIENCES DESTINATIO NS PRODUCTS AND EXPERIENCES LEISURE OR BUSINESS FOOD DRINK ACCOMMOD ATION TRANSPORT RETAIL EXPERIENC E CULTURE HERITAGE PEOPLE SERVICE UNIQUE DIFFERENT AND AUTHENTIC THE EXPERIENCE –STORY INTERPRETAT ION AND BUNDLING VISITOR JOURNEY AND ITNINERARY THE PROMISE v THE REALITY
  49. 49. WHAT IS A TOURISM PRODUCT ? NARROW DEFINITION What the tourist buys WIDER DEFINITION The combination of what the tourist does at the destination and the services used
  50. 50. HOW THE UNEP DEFINES TOURISM PRODUCTS Experiential factor Emotional factor Physical factor
  51. 51. BRAND PRODUCTS CULTURE COAST ECO BASED CITY BREAKS
  52. 52. TYPES OF TOURISM PRODUCTS Natural tourism products Man-made tourism products
  53. 53. TYPES OF TOURISM PRODUCTS IN VIETNAM Others? Picture sources: http://www.flickr.com/photos/barbararich/96982409/; http://www.flickr.com/photos/chericbaker/4446189110/; http://www.flickr.com/photos/matthieu-aubry/1242936011; http://www.flickr.com/photos/lintmachine/2386330877/; http://commons.wikimedia.org/wiki/File:VietnamCombatArtTheLadiesbyDavidFairringtonCATVI1968.jpg; http://en.wikipedia.org/wiki/M%E1%BB%B9_S%C6%A1n; http://en.wikipedia.org/wiki/Vietnamese_cuisine; http://commons.wikimedia.org/wiki/File:Hiking_at_highest_peak_in_Kosova_-_Gjeravica.JPG; http://en.wikipedia.org/wiki/Sea_kayak; http://pixabay.com/en/diver-light-diving-silhouette-sea-108881/; http://www.flickr.com/photos/whltravel/4303957860/; http://www.flickr.com/photos/agapbulusan/2418856362/; http://en.wikipedia.org/wiki/Hmong_people
  54. 54. DAY ONE MODULE 3 CASE STUDY ON PRODUCT/MARKET MATCH
  55. 55. CASE STUDY GERMAN AUSTRALIAN KOREAN AMERICAN Mr and Mrs Schmidt are retired in their mid-50’s. They always wanted to visit Vietnam and SE Asia. They have seen an ad in their travel agent which shows beautiful landscapes and scenery, They are interested in finding out about the culture and learning new things about the country. They are relatively well off and have plenty of time. Jack is a 30 year old I.T. Consultant and wants a break from his high pressure job in Sydney. His friends have recently returned from a short break in Vietnam and he has decided to go. As a well paid consultant price is not an issue but he does want an action packed time. Ye –jun and Ji-hu are Korean executives who regularly go for short breaks. This time they have decided to go to Vietnam for a refreshing break. Like most executives they like luxury and great service but also like to play golf and keep in contact with their offices. Chuck and Carol are fascinated by what they have heard at school about Vietnam’s history and culture and have decided to go with a group of their friends for 10 days. They always look for good value and want to boast about their holidays when they get back home.
  56. 56. DAY ONE MODULE 4 GROUP WORK ON CASE STUDY
  57. 57. TOURISM PRODUCTS • What are the main tourism products in your province? • Which segments of tourists do they attract?
  58. 58. DEVELOPING NEW TOURISM PRODUCTS Understand international consumer needs and trends Identify target consumer segments Benchmark Vietnams product against competitors Use key Brands to respond to needs Develop tourism products
  59. 59. PRODUCT DEVELOPMENT • WHAT CURRENTLY EXISTS THAT YOU CAN ADD TO OR REPACKAGE OR PUT TOGETHER WITH OTHER PRODUCTS TO CREATE A NEW EXPERIENCE • BEACH NATIONAL PARK TEMPLES SHOPPING FOOD TOUR • RIVER BOAT CITY EXPLORE MARKETS ART AND PUPPET DANCING
  60. 60. EXAMPLE OF PRODUCT DEVELOPMENT • There has been a demand for unusual but authentic tours, such as Saigon After Dark, where travellers can visit local eateries on the back of a scooter with a guide, sampling food and finishing the evening at a local music venue. • Think of another example of a creative product such as this one.
  61. 61. SEGMENT AND WHAT ARE THEY SEEKING? WHAT IS AVAILABLE IN THE PROVINCE? WHAT ARE THE GAPS IN PRODUCT AND EXPERIENCE?
  62. 62. WHAT IS TOURISM PRODUCT-MARKET MATCHING? • Connecting the characteristics, motivations and expectations of market segments with suitable tourism products • To ensure sustainability, products should also be matched with development opportunities and objectives of the host destination Tourism product • Entertainment and relaxation • Culture • Nature • Adventure • Education Tourism market •Characteristics •Motivations •Expectations
  63. 63. RESULTS OF PRODUCT-MARKET MATCHING Domestic day trippers • Entertainment products • Relaxation products Domestic Entertainment products • Relaxation products • Cultural products • Nature products International entertainment products • Relaxation products • Cultural products • Nature products • Learning products International mixing business with pleasure • Entertainment products • Relaxation products • Cultural products International first timers • Entertainment products • Cultural products • Nature products International 2nd timers and crowd avoiders • Cultural products • Nature products • Adventure products • Learning products
  64. 64. NEW TOURISM PRODUCTS • http://www.newzealand.com/ie/things-to-do/ • http://www.visit-canada.com/
  65. 65. CASE STUDIES • MEKONG DISCOVERY TRAIL • SOUTH CAROLINA • IRELAND’S NATIONAL DAY
  66. 66. MEKONG DISCOVERY TRAIL The Mekong Discovery Trail is an ecotourism destination in northeast Cambodia. The 180km long themed trail has been developed to link a series of local and regional attractions and to enable marketing to key target markets. The trail consists of a number of smaller trails radiating out from major gateway towns which each have the capacity to offer a range of visitor accommodation and services.
  67. 67. IRELANDS NATIONAL DAY • Ireland’s National Day March 17 and has become an Iconic festival lasting over 5days! • music,culture,education,entertainment, parades, eating and drinking all combine to form a unique festival which attracts 600,000 international visitors. • International publicity is worth over 20million euro • Turning buildings green all over the world
  68. 68. SOUTH CAROLINA The State of South Carolina was faced with the fact that it did not enjoy a cohesive identity from a tourism perspective. It was seen as a group of administrative regions encompassing a diversity of destinations,
  69. 69. TOURISM PRODUCT (UNWTO) • Flagship Products: are important tourism sites that are capable of providing attractions powerful enough to be the main purpose/destination for visitors. Flagship Products play an important role in defining the overall tourism product of a region. • Tourism Hub Developments: Are logistical points where tourists tend to congregate and provide a starting point from where to visit other attractions or activities in the area. • Product Clusters: of development: Cluster development refers to a grouping of attractions and activities in a geographic area or are linked through a common theme or interest. .
  70. 70. TOURISM PRODUCT (UNWTO) • Circuits: Are routes traveled by tourist that are often linking theme or interest, or connect a series of tourism centers or attractions. Successful circuits provide distinct attractions and activities supported by a range of facilities located in particle points along the way. • Events and Festivals: Can be particularly useful for offsetting seasonal imbalances, improv-ing international perception and image, or attracting visitor segments to whom the destina-tion’s other attractions do not appeal
  71. 71. FUNCTION Tourism hub development Product clusters of development Supporting products Circuits Festivals and events Flagship products
  72. 72. TOURISM PRODUCT TYPES • Entertainment and Relaxation-Based Products: Including activities such as shopping, dining, nightlife, sports, relaxation, and attractions • Cultural-Based Products: Including local food, history, ethnic minorities, arts, • Nature-Based Products: Including Ecotourism experiences based on adventure or learning, and sightseeing. • Adventure: These are often termed either “Soft” and “Active” adventure based on the level of exertion required to partake in the activities. • Education-Based Products: For tourists looking for a more in-depth appreciation of different aspects, of culture, history, natural science.
  73. 73. EXERCISE DAY ONE MODULE 6 WORKSHEET FOR MARKET SEGMENTATION
  74. 74. PRODUCT DEVELOPMENT • We have beaches …..so do ……… • We have culture and temples…so do …… • We have great cities…….so do ……. • What do we have that is unique to Vietnam?
  75. 75. PRODUCT INNOVATION • Without new product development in a destination tourists will not be attracted and go to other destinations • Vital that the private sector are supported to invest in new products eg • New Zealand –adventure and activity • Singapore –retail and culture • South Africa-landscape and natural beauty • Oman –adventure and and sustainable tourism
  76. 76. DEVELOPING NEW PRODUCTS Consider – What do tourists want and what are the latest trends?- learning, unique, authentic , short time.. Natural or man made? What do we have that is not utilised? What are the competition doing?
  77. 77. PACKAGING AND BUNDLING TOURISM PRODUCTS • Determine the theme of your package eg motorbike, adventure, discovery • Decide on the various elements of the package based on what the target customer wants • Give the package a catchy name, that will show what is on offer • Test it out • Promote and market package
  78. 78. DAY TWO AGENDA Product development checklist Product development criteria Expectation versus Reality in Tourism Competitor Analysis Introduction to marketing communications
  79. 79. CHECKLIST FOR PRODUCT DEVELOPMENT I. . Core Product Features: 1. Accessibility How easy is it for tourists to get to the site 2. Attractions Quality of main attractions that tourists are coming for 3. Activities What other activities can the tourists do at the site 4. Main Services What are the required tourism services available 5. Supporting Services What additional services are there that make it more convenient for tourists (i.e. post office, beauty parlour, small convenience shop, …)
  80. 80. CHECKLIST FOR PRODUCT DEVELOPMEMT 1. Authentic How genuine and representative of the region is the product 2. Distinct How unique and special is the product 3. Variety Is there a good mix of attractions, activities, services? 4. Seasonal Factors Weather, too crowded during the busy season,… 5. Product Function Flagship, Hub, or Supporting Product and how does it fit the overall regional 6. Lifecycle Stage The product’s point of development, i.e. Emerging, Established or in Decline
  81. 81. DAY TWO MODULE 7 INSPIRING EXPERIENCES AND ITINERARIES EXERCISE
  82. 82. DAY TWO MODULE 7/8 GATEWAY HUB • VUNG TAU HAS OFTEN BEEN PROMOTED AS A PLACE TO RELAX AT THE BEACH FOR A FEW DAYS AS PART OF A TOUR OF VIETNAM OR BEFORE FLYING HOME. IF WE RETHINK THE POSITIONING OF TOURISM IN THE PROVINCE WE CAN DEVELOP A WIDER MORE AUTHENTIC EXPERIENCE FOR TOURISTS WHICH WILL KEEP THEM IN THE PROVINCE LONGER AND SPENDING MORE. • HOW CAN YOU POSITION VUNG TAU AND THE SURROUNDING PROVINCES TO BE MORE THAN A BEACH RESORT?
  83. 83. BRAND PRODUCTS CULTURE COAST ECO BASED CITY BREAKS
  84. 84. TOURISM PRODUCT Accommodation, Car hire, Attractions, Activities, Events, Restaurants DIRECT Online •Own website •Email •Internet booking engine •Mobile •Social media Offline •Phone •Walk-in INDIRECT •Incoming Tour Operators •DMCs •PCOs •Tour Operators •Travel Agents •Handling Agents •Online Travel Agents (OTA) •3rd party websites CUSTOMER / TOURIST And / Or
  85. 85. TOURIST EXPECTATIONS • When tourist go on holiday they have expectations –which have been informed by marketing and promotions • When these expectations are not met they either complain, tell other tourists and don’t come back • Like wise when the expectations are met or exceeded they tell more people and return
  86. 86. TOURIST EXPECTATIONS • Give an example of when tourist expectations have been met and one when they have not been met. • What were the different reasons for this
  87. 87. DAY TWO MODULE 8 EXPECTATIONS VERSUS REALITY EXERCISE
  88. 88. TOURISTS-EXPECTATIONS AND REALITY …………………………….VIETNAM –ENDLESS CHARM? TOURIST EXPECTATIONS “ beautiful scenery, friendly and gentle people, best food you can get, miles and miles of unspoilt sandy beaches, captures everything that is good about Asia, charming Hanoi, most dramatic scenery, dramatic mountain passes, emerald waters of Halong Bay, different from anywhere else, discover the unknown charm, tribal clans from ancient times”. TOURIST REALITY “Overcharged by taxi driver, couldn’t see anything –all mist and rain, overcrowded and too much traffic, had to pay to take a photograph, the travel agent promised me everything and didn’t deliver, it looked pretty much the same as any SE Asia county-beaches jungle, and markets, I was expecting something different but I just couldn’t find out where to go, If only I had a decent map,”
  89. 89. PEOPLE IN TOURISM • The biggest influence on the tourist positive experience is the people that the tourist meets and engages with. • The friendliness and interest of local people and tourism workers seems to have a big impact on how tourists rate their holiday and the likelihood that they will return.
  90. 90. FEEDBACK DAY TWO MODULE 9
  91. 91. Existing products New products 4 KEY PRODUCT DEVELOPMENT OPTIONS ExistingmarketsNewmarkets Market penetration Sell more of an existing product to an existing market Product development Sell a new or improved product to an existing market Market development Sell existing products to a new market Product diversification Sell new products to new markets
  92. 92. TOURISM MARKET SEGMENTS IN VIETNAM MATCHED TO PRODUCT TYPES ENTERTAINMENT RELAXATION CULTURE NATURE ADVENTURE LEARNING DOMESTIC Day trippers from Hanoi   Holidayers     Phuot    INTERNATIONAL Holidayers      Mixing business with pleasure    First timers    Second timers + Crowd avoiders     PRODUCT TYPE MARKETSEGMENT
  93. 93. RESULTS OF PRODUCT-MARKET MATCHING Domestic day trippers • Entertainment products • Relaxation products Domestic Entertainment products • Relaxation products • Cultural products • Nature products International entertainment products • Relaxation products • Cultural products • Nature products • Learning products International mixing business with pleasure • Entertainment products • Relaxation products • Cultural products International first timers • Entertainment products • Cultural products • Nature products International 2nd timers and crowd avoiders • Cultural products • Nature products • Adventure products • Learning products
  94. 94. COMPETITOR ANALYSIS COMPETITOR COUNTRY STRENGTHS WEAKNESSES VIETNAM + or - VIETNAM USP THAILAND LAOS MALAYSIA CAMBODIA
  95. 95. DAY TWO MODULE 10 COMPETITOR ANALYSIS EXERCISE
  96. 96. COMPETITION FOR SAFETY AND SECURITY • Thailand is beginning to recover after the recent turmoil,” Gardner said. “But throughout that stumble, and troubles elsewhere, Vietnam has sharpened its profile as the region’s most safe and secure destination. Safety and security is far more top of mind for travelers today than it was 10 long years ago.”
  97. 97. DEVELOPING NEW TOURISM PRODUCTS To existing markets • Strategy: Expand on products in destination and promote to existing market segments To new markets • Strategy: Attract new markets with strong growth potential Picture source: http://www.flickr.com/photos/dalbera/4410383427/
  98. 98. FEEDBACK DAY TWO MODULE 11
  99. 99. MARKETING COMMUNICATIONS • Marketing communications is about taking your message and finding the best way of getting it in front of the potential tourist • It is about putting the best image of what would attract a tourist to your destination • It can take the form of print advertising, social media pay per click, banner advertising, google ads email marketing, • It isn’t all about price –tourist don’t want cheapest they want good value for money.
  100. 100. TOURISM MARKET SEGMENTS IN VIETNAM MATCHED TO PRODUCT TYPES ENTERTAINMENT RELAXATION CULTURE NATURE ADVENTURE LEARNING DOMESTIC Day trippers from Hanoi   Holidayers     Phuot    INTERNATIONAL Holidayers      Mixing business with pleasure    First timers    Second timers + Crowd avoiders     PRODUCT TYPE MARKETSEGMENT
  101. 101. MATCH THE MESSAGE TO THE SEGMENT • Message • “Come and relax” • “Find adventure and fun” • “Learn about our culture” • “Discover our hidden temples” • “Meet our friendly local people” • Segment
  102. 102. DAY THREE AGENDA Creating good content through good stories Communications with tourist Prepare your brochure Marketing plans for businesses Working with partners in the private sector
  103. 103. CREATIVE THINKING IN MARKETING
  104. 104. UNDERSTAND AND EVALUATE MAIN APPROACHES TO MARKETING AND COMMUNICATIONS MARKETING AND COMMUNICAT IONS AND CHANNELS PROMOTIO N ADVERTISI NG AND PR CHANNEL S DIRECT AND INDIRECT SOCIAL MEDIA DISTRIBUTIO N –TRADE, ON-LINE, 3RD PARTY MESSAGES VISUALS VIDEO STORIES NATIONAL MESSAGE AND IMAGE
  105. 105. TOURISM PRODUCT Accommodation, Car hire, Attractions, Activities, Events, Restaurants DIRECT Online •Own website •Email •Internet booking engine •Mobile •Social media Offline •Phone •Walk-in INDIRECT •Incoming Tour Operators •DMCs •PCOs •Tour Operators •Travel Agents •Handling Agents •Online Travel Agents (OTA) •3rd party websites CUSTOMER / TOURIST And / Or
  106. 106. Promotion in tourism marketing • Aims to influence, inform, and / or persuade • Usually a mix of: – Advertising – Public Relations – Personal selling – Sales Promotions • Promotional mix depends on consumer profile - what do they read, where do they go, who influences them..?
  107. 107. The Promotional Elements
  108. 108. Their World: Promotions: The Net Generation/iGeneration : Children spend more time sitting in front of screen-based media than any other activity besides sleeping - wired but disconnected
  109. 109. IT’S ALL ABOUT CONTENT !!! • imagery –great photos • video –yours or your customer’s • the story-what is the experience -what is unique - what is authentic • captions –to reflect needs and motivations • call to action –book / call /go online
  110. 110. CONTENT • Internet search to find good content • For good examples we will go to Australia New Zealand Thailand Canada and Ireland
  111. 111. CREATE YOUR BROCHURE EXERCISE DAY THREE MODULE 14 1. Choose a market segment 2. Identify their needs and motivations 3. Consider any barriers 4. Create a new story-or present a new idea about your province 5. Find great imagery/videos 6. Write up content 7. Use photoshop etc to prepare 8. Check that it relates to national strategy and objectives.
  112. 112. BRAND PRODUCTS CULTURE COAST ECO BASED CITY BREAKS
  113. 113. SOCIAL MEDIA • FACEBOOK • TRIPADVISOR • SPOTIFY • TWITTER • IMAGERY AND VIDEOS ARE DRIVING SOCIAL MEDIA
  114. 114. MARKETING PLANNING PROCESS 1.IDENTIFY BEST MARKET SEGMENT FOR GROWTH 2. RESEARCH NEEDS BEHAVIOUR AND MOTIVATIONS 3.MATCH CURRENT PRODUCTS OR CREATE NEW EXPERIENCES 4.REVIEW COMPETITION 5.CLUSTER PRODUCTS REPACKAGE EXISTING 6.CREATE YOUR CONTENT/MESSAGE MAKE IT VISUAL 7.ON LINE OR OFF LINE COLLATERAL 8.SET OBJECTIVES AND ACTIONS IMPLEMENT ACTIONS
  115. 115. MARKETING PLAN 1. CARRY OUT SWOT ANALYSIS,ANALYSE EXISTING TOURISTS, ANALYSE COMPETITORS 2. DECIDE STRATEGY –NEW MARKETS OR NEW PRODUCTS, 3. SET OBJECTIVES AND PREPARE ACTION PLAN
  116. 116. SWOT ANALYSIS Strengths Weaknesses Opportunities Threats
  117. 117. SWOT ANALYSIS • Carry out a swot analysis of your province • Strengths –location, access, plenty of product –accommodation, seafood restaurants, high quality resort, attractive countryside, many temples. • Weaknesses-overcrowded, lack of facilities, weak shopping facilities, poor night life, short length of stay, poor beach management • Opportunities- work with other provinces, promote local festivals, package new product, promote unique features, develop water based activity, develop website • Threats- poor water quality, low season performance, competitors promotional campaign.
  118. 118. Marketing Objectives Identify three to five major objectives to help you maintain share or grow parts of your business. 1. Increase occupancy and room rate during low season by 10% 2. Target domestic visitors to stay during festival in village and prepare a package –festival and accommodation 3. Develop a special promotion to increase international visitors from Korea/Thailand by 10% through on line marketing 4. 5.
  119. 119. Marketing Objectives Actions required to achieve Objectives Key Metrics Responsibility Budget Timeframe Objective 1 Objective 2 Objective 3 Objective 4 Marketing Action Plan 2015
  120. 120. Segment Comment on growth potential International –Australian and Koran markets Both markets likely to increase this year due to improvement in home economies IDENTIFY YOUR KEY CUSTOMER SEGMENTS YOU WISH TO TARGET IN 2015
  121. 121. Market Segment: Marketing Objective: Key Communications Tools Offline Tools Online Tools Key Metrics Distribution Channel Pricing Strategy Actions required to Achieve Marketing Objectives
  122. 122. Private sector engagement with destination tourism authorities A. Participate in public sector organised conferences, meetings & fourms C. Participate in public sector surveys / research B. Participate in destination policy & planning processes D. Engage in public-private partnerships Picture sources: http://en.wikipedia.org/wiki/Handshake http://rmbr.nus.edu.sg/news/index.php?phrase=heok%20hui&start=10&category= http://www.flickr.com/photos/mhcseattle/1111568504/ http://www.flickr.com/photos/ilri/7549725204/
  123. 123. WHY DO WE NEED PUBLIC/PRIVATE PARTNERSHIP • Public sector has good information and knowledge about tourism which the private sector needs for investment • Public sector can lead and support the direction of tourism to ensure it is sustainable • Public sector can have a national view of tourism –not just business focus • Public sector can have longer term view- strategic –of tourism
  124. 124. ROLE PLAY DAY THREE MODULE 16 EXERCISE YOU ARE MEETING WITH A TOURISM PROVIDER –(HOTEL, TRAVEL AGENT, TOUR OPERATOR), TO EXPLAIN TO THEM VIETNAM’S MARKETING STRATEGY FOR TOURISM AND ALSO HOW THE PROVINCES SHOULD BE MARKETED.
  125. 125. DAY FOUR AGENDA  FIELD TRIP TO TOURISM PROVIDERS RECAP ON MAIN LEARNING OF THE WORKSHOP TO DATE  SUMMARISE KEY ELEMENTS OF PRODUCT AND MARKETING PREPARING ACTION PLANS FOR YOUR PROVINCE
  126. 126. ACTION PLANS. PRIORITY ACTIONS IN YOUR PROVINCE 1. CONSIDER THE MAIN TOPICS OF THE WORKSHOP  Tourism marketing strategy  Market segmentation, visitor needs and behaviour  Products and Experiences-existing and new product  Visitor journey –flagship, hubs, clusters  Authentic Vietnam experience  Competitor analysis  Marcomms- message, story and imagery,  Brochures and promotional collateral  Marketing Plans 2. IDENTIFY WHAT IS A PRIORITY ACTION IN TOURISM IN YOUR PROVINCE 3. USE THE TEMPLATE TO DESCRIBE WHAT YOU WILL DO 4. WORK IN PROVINCE/CROSS PROVINCE GROUPS
  127. 127. ACTION PLANS AND PRESENTATIONS • CARRY OUT A SWOT • IDENTIFY YOUR BEST MARKET SEGMENTS • IDENTIFY YOUR BEST PRODUCTS AND EXPERIENCES • CARRY OUT A COMPETITOR ANALYSIS • IDENTIFY ONE NEW EXPERIENCE OR PRODUCT FOR THE PROVINCE • COLLECT SOME NEW IMAGERY FOR THE PROVINCE • CREATE A NEW MESSAGE OR STORY ABOUT YOUR PROVINCE • PREPARE A BROCHURE OUTLINE FOR THE PRODUCT • SET OUT 3 MARKETING OBJECTIVES FOR 2015
  128. 128. PRESENTATIONS • PRESENT THIS IN GROUPS • COVER EACH OF THE ACTIONS ON THE LIST
  129. 129. ACTION PLANS AND PRESENTATIONS CREATE A NEW MESSAGE OR STORY ABOUT YOUR PROVINCE PREPARE A BROCHURE OUTLINE FOR THE PRODUCT SET OUT 3 MARKETING OBJECTIVES FOR 2015 CARRY OUT A COMPETITOR ANALYSIS IDENTIFY ONE NEW EXPERIENCE OR PRODUCT FOR THE PROVINCE COLLECT SOME NEW IMAGERY FOR THE PROVINCE CARRY OUT A SWOT IDENTIFY YOUR BEST MARKET SEGMENTS IDENTIFY YOUR BEST PRODUCTS AND EXPERIENCES
  130. 130. ACTION PLANNING Result Timing Responsibility Priority Sub-activities Sub-activities Sub-activities Sub-activities
  131. 131. DAY FIVE AGENDA  FINAL PREPARATION OF PROVINCE ACTION PLANS  PRESENTATION OF ACTION PLANS IN GROUPS OF SIX
  132. 132. CRITERIA • CONTENT • PRESENTATION
  133. 133. The outcome of responsible tourism “Better places for people to live in and better places to visit” Better places to live in Better places to visit Virtuous cycle
  134. 134. Potential positive social impacts of tourism Demand for local products Employment of women and youth Revival of local customs and traditions Historical preservation Improvement in education & lifestyles Others?
  135. 135. 143 Xin trân trọng cảm ơn! Thank you!

×