Marketing plan creation for a tourism business development: Kolibri project. Business idea Swot analysis consumer behaviour segmentation, targering and positioning marketing mix

1. Laura Moroni
Lisa Gruber
Carol Kantor
Giorgio Kwiatkowski

2. Online Tour Operator specialized in sustainable
eco-tourism travel
MissionMissionMissionMission
o Facilitate the access to Italian protected
natural reserves
o Promote and increase awareness of
responsible tourism

3. Based in Italy
Packages to natural reserves located in:
◦ Sardegna (Parco Nazionale Asinara)
◦ Puglia (Parco Nazionale Gargano)
◦ Toscana (Parco Nazionale Appennino)
◦ Piemonte (Gran Paradiso)

4. DidacticDidacticDidacticDidactic farmsfarmsfarmsfarms
◦ explanatory games and colorful designs around the eco-diversity of the natural
reserve,
◦ craft with natural materials
◦ contact with farm animals
SummerSummerSummerSummer EcoEcoEcoEco –––– campscampscampscamps
◦ exploring rivers, observing wild animals, gold washing, horse riding
◦ laboratories to educate travelers about Nature in a fun way
SportSportSportSport AdventureAdventureAdventureAdventure TravelTravelTravelTravel
◦ challenging sport activities (sailing, trekking etc)
◦ survival feeling with bonfires, night walks , cooking on a campfire
VolunteerVolunteerVolunteerVolunteer naturenaturenaturenature traveltraveltraveltravel
◦ assist in park maintenance
◦ strong cooperation with our partners WWF and Legambiente
◦ volunteers will get to see corners of the park that are closed to normal tourists
“Back“Back“Back“Back totototo nature”nature”nature”nature” campcampcampcamp
◦ Farm experience (organic cuisine workshop, gardening, cooking, helping with
farming, handicraft etc)

5. STRENGTHSSTRENGTHSSTRENGTHSSTRENGTHS
Operator’s strong knowledge
of the territory
Partnership with local suppliers
(quality / price)
Co-operation with relevant
environmental NGO’s (WWF,
Legambiente)
WEAKNESSESWEAKNESSESWEAKNESSESWEAKNESSES
Small
Limited portfolio
Slow vs. self-search
OPPORTUNITIESOPPORTUNITIESOPPORTUNITIESOPPORTUNITIES
Growing market
General Eco trend
Target people that already go
on holidays in these regions
THREATSTHREATSTHREATSTHREATS
Affected by climate change
Seasonality

6. Political
◦ Environmental laws might impact our business
Opening/closing or limiting natural reserves for visit
◦ Taxes and/or fees related to natural resources
Economic
◦ Bad economic scenario - this kind of product is not as much a
priority as food, clothing and other basic needs
Social
◦ Growing “green”, “eco” culture in Italy but not yet fully developed
Technological
◦ Web as primary source of info for this kind of product
Environmental
◦ CRUCIAL for our business – preservation of natural reserves

7. Suppliers
◦ Summer camps
◦ “Green” and “social responsible” hospitality structures
◦ Adventure parks
◦ Service providers – excursions, guiding tours etc
◦ Airlines (for international clients)
◦ Other transportation suppliers
Competitors
◦ Tour operators specialized in eco-tourism
◦ Any tour operator that sells packages related to holidays in nature in the
regions wehre we offer our products
Stakeholders
◦ Financial: owners (small company family owned)
◦ Media: magazines / sites related to eco and responsible tourism
◦ Government: bodies responsible for environmental policies and laws
◦ Citizen-action: AITR, WWF, Ecoturism etc

8. Limited company resources
Hetereogeneous products with a common
theme
Hetereogeneous market
Competitors also use segmentation
DIFFERENTIATED MARKETING

9. Specific to each product
Didactic farms
Geographical: italians
Age: from 6 to 9 years old
Summer Eco – camps
Geographical: italians
Age: from 10 to 17 years old

10. Sport Adventure Travel
Geographical: italians and international
Age: from 18 to 50 years old
Psycographic: active lifestyle, «nature lover»
Volunteer nature travel
Geographical: italians and international
Age: from 25 to 30 years old
Psycographic: they want to make a difference

11. “Back to nature” camp
Geographical: italians and international
Age: from 50 to 65 years old
Psycographic: looking for a particular relaxing
activity or learning something new, interest in
nature

12. Competitive Advantages
• Unique set of packages (Choice, sustainable aspect)
• All-inclusive (logistics, professional guides, equipment, food…)
• Additional benefits (Certification by NGOs)
“Bespoke” Alternative to
• Mass-Tourism (Beach, City-Sightseeing)
• Worn-out Places (Famous locations)
NICHE MARKET POSITIONNICHE MARKET POSITIONNICHE MARKET POSITIONNICHE MARKET POSITION

13. - Loyal customers
- Buy once or twice a year
- Buy in advance (plan the trip)
- Strong word-of-mouth (new customers)
- Not so much price sensitive
- Niche tourism (nature)
- Influenced by friends, family and public sources
(AITR, travel magazines, reviews etc)
- Values the positive impact of our product on the
planet and the people

14. 5 different Holiday Categories
Core Product : Holiday in a National Park
Facilitating Product : Channel Distribution System
Supporting Product : Certified
Augmented Product : Eco-friendly, sustainable, educational
Brand
Communicating our values and mission
• Hummingbird nature-related holidays
• Extraordinary skills extraordinary holidays
• Colorful Beautiful holidays
• Holidays that matter you and the environment enjoy
(Societal marketing)

15. Main goal – distribution
Follow same size competitors
Suppliers Kolibri
Final
customers
$$$$$$$$
(8%(8%(8%(8% ---- 10%)10%)10%)10%)

16. avoid channel conflict
try to reach directly specific targets
Suppliers
Kolibri
TO
“Wholesaler
”
Via
WEBSITE
Final
Customers
Retailers
(Travel
Agencies)

17. Message
Think “Green Holiday ?”, go Italy!
Think “exceptional nature ?”, go National Parks!
Think “breathtaking challenge ?”, go Adventure Travel!
Think “All in one?”, go KOLIBRI TOURS !
Holidays that matter!
(“fun and well-cared for ?”, Go Didactic farms!)
(“new friends and exciting activities ?”, go Summer- Eco camps!)
(“relaxing and creative ?”, go Back to Nature Camp!)

18. Message source:Message source:Message source:Message source:
Partner-NGO spokesperson
Communication Channels:Communication Channels:Communication Channels:Communication Channels:
• Internet
• Government websites & VICs
• Eco-Hotel Concierges
• Schools
• National and International Tourism, Sport, Sustainability - Fairs
• National and International green Events (WWF Festival, Greenpeace
Concerts)
• Outdoor Sportclubs
• Senior Centres

19. Direct MarketingDirect MarketingDirect MarketingDirect Marketing
Delivering our product as close as possible to our customers
• Implemented website with booking tool
• Flyers, brochures
• Social Media: Facebook (fanpage), Instagram, Youtube, blog
• Emailing (Customer database)
• Personal selling (schools, fairs, events)
Sales promotionSales promotionSales promotionSales promotion
• Early-Kolibri
• “Bring a friend”
Public relationsPublic relationsPublic relationsPublic relations
• Invite Italian and foreign journalists to experience this responsible
Eco-tourism