As part of obtaining the DUETI for the year 2008/2009, BA Business Management 3rd year student is summarizing a document. The document discusses the Loch Ness monster myth and its economic impact. It provides a brief history of sightings of the alleged monster dating back to the 6th century and discusses modern sightings and evidence attempts. It also outlines how the legend has become a tourism industry, with various marketing and communication strategies employed, and products and services offered related to the Loch Ness monster. Potential futures for the legend are considered, from continued success to potential disappointment.

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:

12. PART 2
Conclusions

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.