Travelland is developing a mobile app to help backpackers plan trips more easily and cheaply. Their mission is to make travel accessible for all. The app will provide information on visas, accommodations, food, culture and attractions in backpacker countries. It will be free to use but generate revenue from ads. Travelland conducted analyses showing opportunity in the growing app market and among flexible young travelers. Their marketing objectives are to gain 30% market share in 3 countries within 3 years and get 50,000 trial downloads in the first month through social media promotion targeting cost-conscious students and young adventurers.

1. TravellandLet the Adventure begin…
Maike Dietz
Tania Casielles Fernández
Norberto Guerrazi
Sotiria Mylona

2. Content
• Introduction in Backpacking
• Travelland
• Mission Statement
• Corporate Objectives
• Marketing Audit
• Key Assumptions
• Marketing Objectives and Strategy
• Marketing Mix
• Promotion Strategy

3. Travel is the only thing you buy
it makes you richer.

4. Backpackers
• Backpackers are people who are traveling with a
backpack and less money
• 18-30 years old
• no organization of the travel —> flexible
• open minded to foreign cultures
• Famous backpacker countries:
Southasia, Australia, New Zealand,
Southamerica and India

5. Backpacker’s Dream

6. Backpacker’s Reality

7. Travelland
• Travelland is an app which helps backpackers to organize
themselves better in foreign countries
• Information about:
• Visa
• Accomondations
• Eating/Restaurants
• Cultural habits
• places of interest
• Party
• Price: 1,99 €
• connected to Facebook, Twitter and Instagram

8. Mission Statement
„We believe that travelling should be accessible for
everybody.
By providing the best experience to backpackers with
the best amount of money , we create a world without
barriers and borders.
Let the adventure begin…“

9. Corporate Objectives of
Travelland
• Innovation: Cover one new Backpacker Country
every year
• Corporate Identif: Facebook and Twitter are closed
involved in our Strategies
• Profitable: Return on Investment (ROI) within 1 year
to invest the money again

10. Marketing Audit
To Analyse our risks and options properly we used data
analysis:
• PEST Analysis
• Porter’s five forces
• SWOT Analysis
• PRIMO-F Analysis

11. PEST Analysis
• Political — No regulations from goverments
• Economical — the industry of apps is estimated to grow
160.2 % in one year
• Social — smartphones are a fashion statement/staple in
young people’s lives
• Technological — constant use of smartphones-free
wifi/4g/5g

12. Porter’s five forces
• the threat of entry — moderate
• the power of buyers — High
• the power of suppliers — low (we are unique)
• the threat of substitutes — low (no exact substitute)
• competitive rivalry — in the beggining low (we are unique)

13. SWOT Analysis
SWOT analysis summarizes the basic environmental issues
(macro- and microenvironment factors) in the context of internal
resources.

14. Strengths
• Our service is innovative because it doesn’t exist in the
mobile app-market an application that has the mission to
help backpackers and travellers in all the steps of their
trips.
• The cost of our service is quite low.
• The app is completely free and always will be.
• We offer customer service. Our staff will always be willing
to help our customers
• The app has a very simple and nice graphic interface, so
is very easy to use it

15. Weaknesses
• It’s our first App, so there is a lack of experience.
• We don’t have a big capital, so the beginning of our
business will not be easy
• We collaborate with several partners. It’s possible that
some of them will cause trouble for us.
• Our app is free. This means that the only financial gain
that we have comes from the advertising.

16. Opportunities
• The use of smartphone is growing in all the world. Our app is
available in all the most important app-market s.
• Today an app for smartphone, expecially if focused on the young
people, can become «in» or «cool». We have to pay attention to
the trends
• We have a specific target group, travellers and backpackers. Also
because of the current economic situation in Europe, the number
of people who want to travel without spending much money is
increasing.
• The diffusion of free WiFi area is growing in all europe. That is a
good opportunity to reach the travellers who don’t have a tariff
plan in foreign countries.
• These factors permit us to aim an international expansion.

17. Threats
• It’s possible to suppose that the number of competitors
on travelling apps sector will increase in the immediate
future
• Our future is related to the existence of business that
offer cheap services to the travellers.
• The political situation can condition our business. The
number of parties that line up against european
integration are increasing. A reinstatement and a growth
of barriers between european countries could damage
our business

18. PRIMO-F Analysis
People — very important for customer service
Resources — Information via Internet
Innovation & Ideas — all information at one place and
constant update for our app
Marketing — aggressive Advertising in social networks
Operations— time effective and precise
Finance— small budget

19. Key Assumptions
• Product or Service Need: Customers need our service
• Sufficient Customer Base: Many people wants our
service.
• Technological: We are able to adapt the abilities of future
technology to our app.
• Competition: There are not more than 4 competitors in
our market.

20. To create good marketing objectives we used the
SMART criteria:
Marketing Objectives

21. Marketing Objectives
• Marketshare: Be No 1 app for Backpackers in 3 years in
the app store with (sales increase)
increase every year a Marketshare of 10% —> 30%
• Market positioning: 50.000 trial downloads the first month
• Service: Improve the service of the app by external
customer survey every year

22. Diversification
• new product and new market
most risk — most opportunities
Marketing Objectives and
Strategies

23. Marketing Strategy
Introduction
• no competition
• price: 1,99 €
• promotion days of free
download
• aggressive promotion in the
Internet
Growth
• more competition
• developing our app to other
segments

24. Marketing Mix in Services
Product
• The product is a mobile app that gives to travellers and
backpackers the information to organize their trips in a
cheap way.
• The App has a simple and nice graphic interface
• There is a main menu where u can choose the area you
are interested in (accomodation, eating, nightlife, etc.)
• On the bottom there is a box for advertising that is our
only source of supply

25. Price
• Our target group is formed by traveller and backpackers
that want to make trips without spending much money. So we
put our price in the lower price segment (1,99€)
• Our profit should also come from advertising in our app.
Place
• Our app is offered in different app-stores like Google play for
android and the i-phone and windows phone app stores.
Marketing Mix in Services

26. Marketing Mix in Services
The Marketing Mix for Services is different than for Products.
There are some more things to look at.
• People: The essential ingredient in
service provision. Staff require good
interpersonal skills and service
knowledge.
• Process: How is the service
delivered? An efficient service will
force consumer loyalty and
confidence in companies.
• Physical evidence: Where is the
service being delivered from? This
element will distungish the service
from its competitors.

27. Marketing Mix in Services
People
• Our App is the contact to our customers!
- easy to understand and good description of places
and activities
Process:
• App is available in the App Store and the Technical
Team is responsible to avoid problems with Travelland
(daily checking)
Physical evidence
• Delivered from the Internet

28. Promotion Strategy
• Target audience
• Objectives
• Designing message
• Promotion tools

29. Target audience
• Young people 18-30 wanting to travel the world with the
least amount of money.
• Students.

30. Objectives
• Make the app go viral through twitter, Fb, instagram,
youtube in the first 3 months of operating.
• Designing Message
• „A world without barriers and borders just for you.“
• Concentrated Marketing-just 1 segment---->Target
audience

31. Promotion Tools
• Advertising
• Direct Marketing
• Word of mouth between young people
• Use of social media .Instagram account posting photos of
destinations-using the hashtags-tag your friend
• Make a video about your favourite backpacking
destination post it on our account and the one with the
most likes wins free accommodation in hostels we
cooperate with

32. Let the adventure
begin…
coming soon for