Final_Marketing-Plan-Tramorise-22.08.16

Mariagaia Metrangolo, Duy Linh Tran, Lacsika Ganeshan, Luiza Marie Endo Ravedutti, Lukas Petr
ISCTE Summer School | Entrepreneurial Marketing Project | Date: 08/22/2016
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Marketing Plan
Tramorise - Travelling Memories
Table of content
1. The business .............................................................................................................................................2
2. Business Canvas Model Diagram..............................................................................................................2
3. Geographic Area......................................................................................................................................3
4. Aggregate Market Factor Analysis ...........................................................................................................3
5. Porter’s Five Force Analysis.....................................................................................................................4
6. Competitor Analysis .................................................................................................................................5
7. Customer Analysis....................................................................................................................................9
8. Marketing Mix Strategies.......................................................................................................................11
9. Appendix................................................................................................................................................12

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1. The business
Travelling Memories AG (TM) is a service provider founded by five young academics in 2016: Mariagaia
Metrangolo, Linh Tran, Lacsika Ganeshan, Luiza Marie Endo Ravedutti and Lukas Petr designed a useful website
(www.tramorise.com) for travellers, especially young people, to make their journeys smoother, cheaper and more
fun.
2. Business Canvas ModelDiagram
Key Partners
App designer
Tour guide
Hostel Word
Airbnb
Travel Insurance
Print machine store
Drinks supplier in
Australia
Material for
PhotoBook
Car renting
companies
Key Activities
Researching
Designing
Creating the content
Testing
Promoting
To deliver
personalised routs
Value
Propositions
Cost reduction
Risk reduction
Convenience
Time saving
Customisation
Efficiency
Customer
Relationships
Personal assistant
Co-creation
Customer service
24/7
Customer Segments
Independent Tourist
FromWestern Europe
Age: 18-30
Travellers that enjoy
traveling fromplace to
place
Destination Australia
Key Resources
IT staff
Content creators
Coordinator
Tourist data
Facilities
Network with locals
Channels
Google Play
AppStore
Web
Social network
Word of mouth
Travel Agency
Cost Structure
Designing costs
Research data cost
Development of App and website
Facilities
Team
Marketing
Revenue Streams
Freemiummodel
Full package
Travel book

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3. Geographic Area
National Level: Australia
City Level: Brisbane – main office
The concept of the idea has German travellers who are going on a trip to Australia as a main target audience.
Therefore, the launching and operation activities will be in Brisbane, Australia and there will be smaller offices
around the country (Perth, Melborne, Sidney and Weipa) with teams that will give assistance to the travellers, keep
a good network with the local’s suppliers and also to promote social events for the travellers around the country.
4. Aggregate MarketFactorAnalysis
4.1. Maximum market potential
Current market demand Market Potential Market Development Index
Germany 190.000 2.346.736 8.1%
E.U. 691.800 20.756.118 3.3%
MDI = current market demand/market potential x 100%
Current market demand: 190.000
Market Potential: 2.346.736
4.2. The current market demand
In, 2015, Germany was Australias’s 11th largest inbound market for visitors arrivals. The current market demand is
of 190 thousand.
4.3. Market Growth and Average Growth Rate
Year Number of Visitors Growth
2012 6 000 000 3%
Weipa
Brisbane
Perth
Melborne
Sidney

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2013 6 400 000 5,2%
2014 6 800 000 8,2%
2015 7 200 000 7%
2016 7 700 000 9%
Average growth for last five years Growth Rate from last year GAGR (Compound Annual
Growth Rate)
6,48% 9% 5.1%
4.4. Seasonality
The peak booking period for travel to Australia is January to March
The peak travel periods to Australia for leisure are October to March
4.5. The average Profit Margin in the industry
The forecast for Profit Margin of the tourism industry is 20 - 25% per year. Source:
http://yourbusiness.azcentral.com/profit-margins-tourismrelated-businesses-10110.html
4.6. Profit Margin change over the time
Changesaround five percent, varying from20 to 25
5. Porter’s Five Force Analysis
The full Porter five force analysis could be seen details in the Appendix 1 which includes the justification of Power
of Suppliers with those partners, Power of buyer and The threat of new entrant. This part just summarizes the main
important findings from the macro and micro environment to give the appropriate suggestion for the Tramorise
business development strategies.
Define industry boundary Travel services
Define the Geographic scope of competition Australia
List buyer groups Back packers/ travelers

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Organization (awards for their staff)
Travel agencies (Whole sealer)
List supplier groups Application (app)designer/ New Technology
Travel information (create the content for the app by local tour
guides)
Government
List substitute products Potential copy applications
Travel agencies
Exit in direct competitors (Trip Advisor)
5.1.Porter’s Five Force Industry Structure
Industry Forces Back packers/ single
travelers
Organization (awards
for their staff)
Travel agencies
(Whole sealer)
Threat of New Entry 11 5 -29
Customer’s Buying Power 54 20 18
Suppliers Buying Power 19 -10 32
Threat of Substitutes 50 50 50
Existing Rivalry -50 -20 -40
Sum 94 45 33
Industry Structure Metric 18.8 9 6.6
5.2.Conclusions and recommendations
It could see that Back packers/ travelers is the most potential market which has the highest result in the Porter five
force analysis follow by Organization (awards for their staff) and Travel agencies (Whole sealer). Therefore, it
highly recommends this business should pay more attention to the Back packers/ single travelers segment. The
marketing and communication strategies should consider these customers as the first target audiences. Moreover,
this analysis also carries out two prospective segment that would be invested in the near future to scale up this
business model.
6. Competitor Analysis
After an accurate analysis of the market, that includes five steps, it comes out from the first that the most important
competitors we had to focus on are: TripAdvisor, the existing travel agencies and the Photo Book companies, for
what concern the photo sharing and collection part.
TripAdvisor, Inc. is an American travel website company providing reviews of travel-related content that includes
interactive travel forums.
TripAdvisor was born as an early adopter of user-generated content and now the website services are free to users,
who provide most of the content. The website is supported by an advertising business model.

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For ‘Travel Agency’ we mean a private retailer or public service that provides travel and tourism related services to
the public on behalf of suppliers such as airlines, car rentals, cruise lines, hotels, railways, and package tours. A
several number of travel agencies also have a separate department devoted to making travel arrangements for
business travelers and some travel agencies specialize in commercial and business travel only.
Finally, we have focused our attention on the Photo Book Companies because we had considered the interesting
service we offer that provide to the consumer a collection of his best memories from the trip he did.
Company like ‘Worldwide Photobook’, are generally dedicated to preserving memories and transforming these
important memories into coffee-table books.
Product Form
(Instant information,
automatic estimate the travel
route)
Product
Category
(Travel)
Generic (Non-
Travel aspects)
Budgetary (Anything
with the same price)
1 Trip advisor Suggestions Suitcases
Essential things
for the journey
Not exit
2 Google map Photos Map/plan
3 Travel information website Suggestions Essential things
for the journey
Service
Our second step includes the identification of the characteristics of the competitor’s markets; for trip advisor we can
consider its a mass market, extended worldwide, and growing for a percentage of 20% in these last years.
The market of travel agencies is geographically defined as local because we can find agencies different from a
Country to another. This market is approximately stable even if, with the large usage of Internet and the solution
Web offers to us, it’s going to decline.
About the photo book market, we can't find a lot of information because it's a growing market, and its rise and
developing are even too recent to estimate in an accurate way but we can say this market is extended worldwide
serving the most of the countries.
Company Trip Advisor Travel Agencies Photo book companies
Feature 1 Instant booking Suggests trip at the
cheapest fares
possible
Photo sharing
Feature 2 ‘Just for you’ Compares all types of Gives an overview of the

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personalization travel place
Feature 3 Hotel price
comparison
Make easier and sure
the research for a
travelers it a face to
face contact
Feature 4 Forums Covers a lot of fields:
accommodation,
food, flight, trip
Feature 5 Maps
Feature 6 Candid traveler photos
The third step of our analysis regards the product offered by our competitors. In the first case, the Trip Advisor one,
they provide a tourism service online, that covers the whole world. Their searching engine can check for flights,
accommodations, important places to visit and, the most relevant characteristic, the one that made it famous, it gives
us the rating concerning restaurants,hotels, services and go on.
The product of travel agencies is also a tourism service, including the searching of flights, car rentals, cruise lines,
hotels, railways and package tours. This service is felt to be very reliable because of the face to face contact with the
agent.
The Photobook company offers a product built with the photos provided by the consumer who wants to collect his
memories in a coffee-table book.
We have continued our analysis exploring the field of marketing and defining objectives and strategies of our
competitors.
Company Trip Advisor Travel Agencies Photo book companies
Objectives Provide tourism
information
GROW
Provide tourismservice
HOLD
Provide Photo Book
GROW
Target market Middle to high income
travelers who prefer
online mode of
transaction
Travelers who don't
trust in online
transactions and prefer
a face-to-face contact
Group of people that is
keen on the photography
world and prefer a
specialized mode for
each activity
Core strategy Online booking
differentiation
Face2face contact
differentiation
Specialization
Price - Agency costs Different

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Promotion Online: Facebook ads,
Twitter ads, SEO.
Outdoor
TV
Outdoor,
Newspapers,
Tv.
Online: SEO, ads.
Distribution Online In each store Online
The main objective our competitors have in common is placing side by side the traveler on his route and that of
making his trip comfortable and special. So they offer services with peculiar characteristics that push the consumer
to choose their product: in order to live a unique experience in a very easy way.
In the case of the Internet companies (TripAdvisor and the Photobook ones) they are always mobile friendly and
this is a basic feature they must have because the consumers could feel comfortable from the fist touch. Another
thing they offer, Trip Advisor in particular way, is the one that allows consumers to be an active part of the
organization: they always encourage people to spread their experience.
About the strategy it finds out that they have different ways of pursuing their objectives.
Trip Advisor is mainly focused on the great help they could give offering an online service that everyone can use
from his own laptop or smartphone. In addition to proving an easy way to book online the best package for the
traveler’s trip, they give you the ranking made with votes of other consumers who did the same trip, who eat in the
same restaurant,who were in that place before.
It’s a good point and could be a competitive advantage for the company also because the Trip Advisor ranking is
very reliable all over the world.
As regards the travel agencies, they rely on the face to face contact, an old method always effective, because people
generally feel more confident if they talk with an expert who can provide all the information they need and who can
plan and book instead of them.
Concerning the Photobook companies, they direct their efforts focusing on the specialization in a peculiar field.
They are our competitors in this area, that of photo sharing and collecting, and could be the competitive advantage
exactly because they are specialized in the photo sector and people could be more reliable relying on them.
Concluding we have focused our attention on the strengths and the weaknesses our competitors could have and from
this we’ve got the point of parity and the point of difference that can explain the competitive advantages a company
has.
The main strengths of Trip advisor are identified with the instantaneity of the service offered and multitasking
feature, thanks to which a traveler could plan his whole trip. Even if they are the most important strengths they are
not advantages that trip advisor have over us because they are point of parity.

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Regarding Travel agencies, they have the strength of the face to face contact and the more assurance that comes
from it. This constitutes a point of difference and an advantage they have. But with our excellent and instantaneous
services we can fill this point.
In the end, as concerns Photo Book companies, as we said before they have the strength of the specialization, that is
also a point of difference and an advantage they have, but it is only a part of our bigger service so our strengths in
other fields overcome them.
After this accurate analysis it comes out our realadvantage over the others.
The most significant POD of our company over other travelers’ websites is that Tramorise understands itself as a
full-service real-time community.
Through analyzing the data collected through our portal, our product provides the best possible traveling
experience. Tramorise is your full service package into the trip of the consumer’s lifetime. It’s important to point
out also that being of the same age of our target group and having prior travel experiences could be great advantages
for us because it will help us to determine what kind of adventure our consumers need.
7. Customer Analysis
7.1. Market Map
7.2. Segmentation
a. Geographic - Wester Europe (Germany, Austria, Switzerland, France,United Kingdom)
b. Demographic – Jung travellers in age between 18-30 from cities
c. Behavioural – backpackers traveling to Australia, price sensitive
We target backpackers from Western Europe in age of 18 to 30 that want to visit Australia.
7.3. Product Distribution
Customers will buy our product (traveling plan and PhotoBook) on our website. They will be able to download
our Mobile App through App Store or Google Play.
TravelingMemories
AG.
(Product )
Website
Mobile App
Customer

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7.4. Distribution Chanel
Customers will buy our product while planing their trip to Australia. In case of PhotoBook the will buy this
product after their return to their home country.
7.5. Customers Choice
Customers can find us on Google search. We also plan to have Facebook and Twitter account.
7.6. Reasonfor choosing your product
Our company offers unique mix of services that will make journey, of backpacker or other travellers to
Australia, much more convenient and easier.
7.7. Sales forecasting
Due to limited resources, we can not run full scale survey based on what people say and we can forecast sales
since we are just starting our business. We only know how big is our target market and we can create a target
for our sales. We know that in year 2015 has come to Australia 190 000 Germans. In next year we would like to
reach a market share of 3% in pessimistic scenario and 5% in positive scenario.
 In pessimistic scenario we will reach 5 700 customers.
 In positive scenario we will reach 9 500 customers.
7.8. Positioning Strategy
Competition in tourism is in general big, so we would like to target low cost travellers.
7.9. Points of Difference (POD) and the Points of Parity (POP)
a. POD – The way we use modern technology helps our customers to easily create their unique
journey through Australia directly from their homes. Thanks to agreement with multiple hotels,
hostels and apartment we can offer better prices than our customers would find if they would book
these places on their own.
Special think we offer to our customers are Photo-books. Thanks to our Mobile App, our customers
can save their best pictures in cloud and after their arrival to their home country we will send them
their Photo-book.
b. POP – We are trying to offer an unique product thou we can still find several points of parity with
travel agencies and Tripadvisor.
As all travel agencies we offer flight and Hotel booking.
References on the other hand is similar product that is offered by Tripadvisor.

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Value proposition ofour service: Our company has developed an innovative service website and app which is
going to help travellers, initially backpackers in Australia, to straightforwardly find their individual way to
discover the country
8. Marketing Mix Strategies
Tramorise represents a unique company, which offers several values to their customers. It helps the
travellers to plan their journey by giving them a travel route according to their individual preferences,
which saves time. Additionally, the 24 hours service before, during and after the journey helps our
customers to feel more comfortable and offers a trustworthy communication. Furthermore, the
possibility to communicate with other travellers using the package through the Tramorise application
helps our customers to build a new community during their stay. Additionally, the application includes
a calendar and a reminder for a better arrangement and it is possible to safe the pictures taken during
the journey by uploading it to our cloud. This helps our customers to get a Travel book after their
journey in a good hard cover quality.
According to all these values we offer, our team decided to make a value-based pricing which covers
our costs. The prices for the package and travel book are as follows:
Packages
Short Stay € 8.00/Route
Six-Month Stay € 20.00
One-Year Stay € 35.00
The Break-even Analysis with estimated numbers is as follows:
Items Amounts
Cost Associated with R&D € 1,000.00 (FC)
Costs Associated with Marketing € 700.00 (FC)
Administrative Costs (salaries
(€2,500x5), equipment costs
(€4,000.00), facility costs (€ 800.00),
€ 17,300.00 (FC)
Target Profit € 19,000.00
Travel Book
28 Pages € 35.00
48 Pages € 45.00
76 Pages € 60.00

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Variable Costs of one Unit (travel
book paper + ink (12.00); no costs
for packages (individual route) +
delivery costs (depends on the
country, but max. € 8)
€ 20.00 (VC)
Number of Customers Approx. 250
Purchase rate depends
€ 19,000/ (€ 35 - € 20) = € 1,266.67 For Travel Book with 28 pages whatever
package is chosen (sell 37)
€ 19,000 / (€ 45 – € 20) = € 760.00 For Travel Book with 48 pages whatever
€ 19,000 / (€ 60 – € 20) = € 475.00 For Travel Book with 76 pages whatever
According to the table, the packages we offer are not real running costs. Our costs are implemented in the
creation of the travel books.
To communicate our service with the customers our team has chosen payed channel and free channel
method. First of all, advertisement via social medias like Facebook and Twitter posts, adds and promoted
tweets. Furthermore we advertise through Google Addwords SEO. Additionally using the help of
Bloggers by affiliate marketing and kol marketing our product will spread by word of mouth. Moreover
our team would like to print flyers and give it to our partners like travel agencies and hostels. If the
customers get our full package option then there is the possibility to get price reduction in travel agencies
partnering with Tramorise. This also includes hostels. Our goal is to reach as many people as possible to
enjoy a safe and well-planed journey.
9. Appendix
Appendix 1: Porter five forces
1. Power of Suppliers with those partners
The Canvas model below has showed several suppliers of this business including Application (app)designer/ New
Technology, Tour guide (create the content for the app) and Government. Australia has a robust and detailed
tourism research infrastructure that puts data and numbers behind the tourism economy of the country. Tourism
Research Australia, part of the government, provides tourism intelligence to various national and state bodies, and
as part of that, does regular economic studies on the industry. It recently came out with a “Tourism Forecasts –
Spring 2013” report that provides ten-year forecasts for Australia’s inbound, domestic, and outbound tourism
sectors.

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Application (app)designer/ New Technology – Naisbitt (1999) observed that society is moving in the dual
directions of high tech and high touch, matching each new technology with a compensatory human response.
Naisbitt’s concept of high-tech / high-touch was concerned with “embracing technology that preserves our
humanness and rejecting technology that intrudes upon it…It is recognising that at its best, technology supports and
improves human life; at its worst, it alienates, isolates, distorts, and destroys” (1999, p.26). It was further suggested
that as technology 10 became more pervasive in everyday life, more people would seek the comfort of human
relationships and interaction.
Travel information & Government - Government agencies are also involved in the provision of tourism-related
research, including the collection, compilation, analysis and/or dissemination of information. Some government
policies and activities that are not tourism specific also have a significant effect on the international tourism industry.
Since more than 99 per cent of international visitors arrive in Australia by air, aviation policy is particularly
important, and the Australian Government plays a central role in border processing. Investment in areas such as
accommodation, visitor attractions and transport infrastructure is also necessary to facilitate international tourism in
Australia, and governments have a role both in providing some tourism-related infrastructure, and in ensuring that
regulatory frameworks do not pose an unnecessary barrier to private investment in this area. These above
information is used to evaluate the power of suppliers for this business idea (Table 1)
Table 1: Power of Suppliers
Power of Suppliers
Back packers/
travelers
Organization
(awards for their
staff)
Travel agencies
(Whole sealer)
Description
Evaluation
Description
Evaluation
Description
Evaluation
Level of concentration of the suppliers high 90 high 90 high 80
Level of dependency of supplier to our industry low 30 moderate 50 High 90
Level of switching cost for tourism industry High -50 high -70 Moderate 30
Level of differentiation of supplier’s products Low 30 Low 30 Low 0
Level of forward integration Moderate 30 Moderate 30 High 90
Substitute to supplier products High -20 Very
high
-100 Moderate -20
Sum the scores 110 -60 190
Average the score 19 -10 32
2. Power of buyer
The headline number on international visitors: International visitor arrivals are forecast to grow 5.8 percent to 6.6
million between 2013 and 2014 and 5.6 percent to 7.0 million in 2014 to 2015. This is driven by growth from China,

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the United Kingdom, New Zealand, and the United States. Inbound expenditure is forecast to grow on average 3.5
percent per annum and reach $39 billion by 2022–23.
Increased reliance on visitors from emerging Asian markets, and a slowdown in the growth of visitors from some
historically important source countries, such as the United States, the United Kingdom and Japan, has resulted in a
decline in the proportion of international tourism activity that takes place in regional areas of Australia. Although
the total number of international visitors and nights spent in regional areas has increased, estimates provided by
Tourism Research Australia suggest that there was a 5 percentage point decline in the proportion of expenditure and
the proportion of international visitors travelling to regional areas of Australia between 2006 and 2014. There was
also an overall decline of almost 4 per cent in real expenditure by international visitors in regional areas over this
period. However, no firm conclusions can be drawn from these figures as sufficient data are not available to
accurately analyses regional tourism activity in Australia. Table 2 has used covered information to estimate the
Power of buyer.
Table 2: Power of buyer
Power of Buyer
Users (18-30) form EU travel
to Australia
Back
packers/
travelers
Organization
(awards for
their staff)
Travel agencies
(Whole sealer)
Description
Evaluation
Description
Evaluation
Description
Evaluation
Quantity 5000 60 300 10 500 20
Level of differentiation of requirements high 90 Moderate 60 Moderate 60
Level of switching cost for different type of travel services high -50 moderate -20 moderate -40
Level of information about travel industry high 70 Low 10 Low 10
Level of backward integration High 100 Moderate 40 Moderate 40
Sum the scores 270 100 90
Average the score 54 20 18
3. The threat of new entrant
Many European economies—many of which are among Australia’s highest in terms of average trip expenditure —
have been in deep recession and not expected to emerge for two to three years. Below trend Australian economic
growth is likely to last longer and be more pronounced than expected. This will likely drive up unemployment, limit
discretionary expenditure, and further weaken consumer and business confidence. Domestic business travel growth
is expected to remain weak for the next two to three quarters (limited by business confidence and restricted budgets).
Despite hotel occupancy rates remaining strong (in metropolitan areas), some segments in the accommodation
sector are cutting average daily rates largely due to a slowing business segment.

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Determine Level of Threat from New Entrants
Back packers/ travelers Organization (awards
for their staff)
Travel agencies (Whole
sealer)
Description
Evaluation
Description
Evaluation
Description
Evaluation
Supply-side Economies of Scale Moderate -40 High -80 Moderate -55
Demand-side benefits of scale Low -20 High -70 High -90
High customer switching costs Low 50 Low 60 High -40
Established brand identities Low 50 Well-estab. -60 Well-estab. -70
Access to Distribution Channels Easy -10 Easy 0 Easy -20
Restrictive government policies Low 0 High 100 High 100
Sum the scores 70 30 -175
Average the score 11 5 -29

Final_Marketing-Plan-Tramorise-22.08.16

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