This document is a marketing plan proposal from the SEM 003 Group 4 comprised of 5 students. The proposal is for a new Hong Kong-based travel agency called Periwinkle Travel targeting middle-aged mainland Chinese couples. The plan includes a competitor analysis, SWOT analysis, objectives, target market segmentation and profile, marketing strategies involving educational day tours, promotional activities, pricing, and an implementation timeline with budget and control measures.

1. SEM 003 Group 4
Yung Che Ho Marco
11065982D
Chan Ching Ching Tiffany
11080550D
Choi Po Yee Boey
11123861D
Tam Chun Ho Jeffrey
11227877D
Tam Ling Fei Sharon
11151979D 1

2. Competitor Analysis
Opportunities and Threats
Objectives
Target Market
Marketing Mix Strategies and
Programs (4Ps)
Implementation Milestone
Marketing Budget
Marketing Control
2

3. RMB 58 to 348 include many famous
destinations
Most of our competitors try to cut the
budget
 tour guide salary  “Zero-charge Tour
Groups”
Set competitive Price ,Product and
Service 3

4.  Government interest and support in tourism industry
 Economic prosperity of Chinese residents
 30.2% Increase in Mainland inbound tour registration
 The sufficient supply in ecological sources
 Cultural diversity of East meets West culture of HK
 IT development enhancing promotions through social
media (e.g. Weibo and applications for smart phones)
4

5.  Enforcement of the minimum wage
ordinance
 Cross-Border Self-Driving Tour
 Imported inflation
5

6. Periwinkle Travel
- A flower representing happy memories
- Has a strong vitality and lifespan
Mission statement
“Through our value-added services and with
our greatest solicitude, Periwinkle Travel
would like to be recognized as an outstanding
Hong Kong travel agent providing the best
and long-lasting unforgettable experience for
our customers.”
6

7.  Provide long lasting romantic experience
during the trip, as well as unforgettable
memories post-trip
 Emphasize SERVICES
 Attain customer satisfaction in our unique
services
 To increase the Mainland visitors’ awareness
of the company name, products and services
 At least 15% customer retention 7

8.  Licensed Travel Agency
 Well-trained tour guides and tour escorts
 Co-operate with China-based travel
agents to sell our tours and promote the
tours
8

9. • Segmenting
4 Target Vacation Segments by the Hong Kong
Tourism Board
1) mid-career families with children,
2) middle-aged couples
3) young office ladies and
4) young office men
9

10.  Targeting:
- Mainland middle-aged couples
- afford to pay for the premium services
- well educated
- similar cultural background
- 34% of the Mainland tourist population
traveling with their spouses or partners
 Positioning:
- Services differentiation
10

11.  1-day educational based tours
 Suitable for both same-day visitors
and overnight tourists
 2 types of tours - cultural and
ecological tours
 Quota for each tour: 20 tourists 11

12. 12

13. 13

14. Our tour guides would:
 provide basic information about the destination
 lead games during the transportation time to provide
chances for visitors to know each other
 Pass the Statement of Proficiency in Putonghua & the
Certificate in First Aid
Our company would:
 provide monthly updated booklets that would describe and
suggest some must-seen destinations, shops and must-try
food and hotels with detailed transportation information
14

15.  Introduce destination background
 games during transition time
 Qualification of = Mandarin and
= First aid skills
 Booklets
15

16.  based on the competitors’ market price
 premium established according to the
value-added services
 ecological tour: $400 cultural tour: $420
 discounts (10% off) for repeated
customers and couples
16

17. Sell tours through the China-based travel
agencies in Mainland and give them back
10% commission
reduce operation cost
- payment can be settled via online
payment or by phone
resolve the distance problem
17

18. Advertising (Cheap/free channels)
 Company website
 social media (Weibo, Tudou, forums)
 print publications
 Applications for smart phones
Sales promotion
 10 percent discount
18

19. 19

20. 20

21. 21

22.  Sales
22

23.  Expenses
23

24. •Enable operations on the right track in achieving
objectives
•Evaluations: Conducted every two months
(especially February: Valentines’ Day)
•Evaluation questionnaires: improve service quality
& increase staff morale
•Promotion programs: study the trend of sales
•External Environment Changes 24

25. 25

26. 
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