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Paolo Bellosillo - The Philippine's Beaches - 10 Step Marketing Plan

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Paolo Bellosillo - The Philippine's Beaches - 10 Step Marketing Plan

  1. 1. 10-Step Marketing Plan forTHE PHILIPPINES’ Paolo S. Bellosillo November 2012 http://www.facebook.com/psbellosillo
  2. 2. DISCLAIMER This 10 Step Marketing Plan is part of the mandatory requirement of Professor Remigio Joseph De Ungria’s AGSB marketing management class The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports, etc. When appropriate, data are “masked” so as not to create unexpected conflicts The reports are posted and linked on “Slideshare,” blogs and “Facebook” so that there is easier sharing among students from different marketing classes
  3. 3. 10-STEP MARKETING PLAN - OVERVIEW1. Primary Target Market (PTM) – foreigners who appreciate nature’s perfection and beauty2. Needs Being Satisfied – possibly all3. Competitors – Caribbean Islands, Mexico, Maldives, French Polynesia, Hawaii, Malaysia, Indonesia4. Gap – fine white sand, clear water, experience virgin nature herself, with touch of “Philippine Hospitality”5. Market – top reason for tourism growth are our beaches
  4. 4. 10-STEP MARKETING PLAN - OVERVIEW6. Product – many to mention7. Price – high price due to excellent quality8. Promo – “It’s More Fun in The Philippines” campaign, TV commercials, advertisements, special events9. Place – duh10. Strategy – “It’s More Fun in The Philippines” campaign, regarded as one of the top destination for beaches in the world
  5. 5. 1. PRIMARY TARGET MARKET Demographics: people from all over the world, AA/A/B social class, anyone who are able to travel People of the world who appreciate nature’s perfection and beauty, who loves to live with nature, and who likes adventures and surprises
  6. 6. 2. NEEDS BEING SATISFIED Possibly all of Maslow’s Hierarchy of Needs Physiological Needs – physical happiness, relaxation, comfort, serenity Safety Needs – free from danger of stress and “true life” back at home, peacefulness Belongingness and Love Needs – bonding and sharing your experiences with families or friends
  7. 7. 2. NEEDS BEING SATISFIED Esteem Needs – achievement of making the long travel and being at one of the best places of earth Cognitive Needs – exploration of mother nature, to know the wonders of the earth Aesthetic Needs – appreciating the perfection of God’s architecture Self-Actualization Needs – finding self-fulfillment, time for yourself, knowing / seeking your self
  8. 8. 3. COMPETITORS Maldives
  9. 9. 3. COMPETITORS Bora-Bora, Tahiti
  10. 10. 3. COMPETITORS Lanikai Beach, Hawaii
  11. 11. 3. COMPETITORS Fraser Island, Australia
  12. 12. 3. COMPETITORS Caribbean Islands
  13. 13. 3. COMPETITORS Langkawi, Malaysia
  14. 14. 3. COMPETITORS Tulum, Mexico
  15. 15. 4. GAP / POSITIONING “It’s More Fun in The Philippines” “Philippine Hospitality” Pristine, fine white sand, incredibly clear water Mostly virgin and uncommercialized beaches, experience nature herself
  16. 16. 5. MARKET Tourist arrivals increased by 9.08% from January to September 2012 The country’s top five tourist markets from top 1 to 5 are Korea, USA, Japan, China, and Taiwan Beaches are the number one reasons for visiting the Philippines Boracay Island, Palawan and Camarines Sur are 3 of the top 10 tourist destinations in the country
  17. 17. 5. MARKET As of June 2012, 2,143,506 tourists visited the country, compared to 3,917,454 tourists for one entire year of 2011 Department of Tourism is expecting 10,000,000 tourists by 2016 Tourism contributed 10.2% share out of the total employment in the country. It generated revenue of more than $2.9 Billion in 2011
  18. 18. 6. PRODUCT Boracay Island, Aklan
  19. 19. 6. PRODUCT Amanpulo, Palawan
  20. 20. 6. PRODUCT Miniloc Island, Palawan
  21. 21. 6. PRODUCT Panglao Island, Bohol
  22. 22. 6. PRODUCT Pagudpud, Ilocos Norte
  23. 23. 6. PRODUCT Siargao, Surigao del Norte
  24. 24. 6. PRODUCT Malapascua Island, Cebu
  25. 25. 6. PRODUCT Coron Islands, Palawan
  26. 26. 6. PRODUCT … and many more!
  27. 27. 7. PRICE High price but excellent value for money Travel costs are high, but once there, prices are relatively cheap Travel Agencies offer better packages that are relatively cheaper compared to preparing for yourself
  28. 28. 8. PROMO “This in not a campaign. It’s the truth.”
  29. 29. 9. PLACE The 7,100 Islands of The Philippines
  30. 30. 10. STRATEGY
  31. 31. 10-STEP MARKETING PLAN - SUMMARY1. Primary Target Market (PTM) – foreigners who appreciate nature’s perfection and beauty2. Needs Being Satisfied – possibly all3. Competitors – Caribbean Islands, Mexico, Maldives, French Polynesia, Hawaii, Malaysia, Indonesia4. Gap – fine white sand, clear water, experience virgin nature herself, with touch of “Philippine Hospitality”5. Market – top reason for tourism growth are our beaches
  32. 32. 10-STEP MARKETING PLAN - SUMMARY6. Product – many to mention7. Price – high price due to excellent quality8. Promo – “It’s More Fun in The Philippines” campaign, TV commercials, advertisements, special events9. Place – duh10. Strategy – “It’s More Fun in The Philippines” campaign, regarded as one of the top destination for beaches in the world
  33. 33. REFERENCES http://www.visitmyphilippines.com http://www.tourism.gov.ph http://itsmorefuninthephilippines.com http://travel.nationalgeographic.com/travel/top- 10/beaches http://www.guardian.co.uk/travel/2007/feb/16/beach.top10
  34. 34. BE PROUD! Paolo S. Bellosillo http://www.facebook.com/psbellosillo

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