Zouni marketing strategy summer_schools 2012

Summer School s - Olympia, 2012

Marketing Strategy
Dr. Georgia Zouni
Athens University of Economic & Business (AUEB) &
University of Kent, Adjunct Lecturer
PhD, University of Piraeus


OLYMPIA
Destination Marketing Strategy

your expectations for today?

Summer Schools - 2012

I have something to

about Strategic Marketing!

Let the journey begin!

A story
about going
to the grand
pazar

1. Photo
Contest

2. Kids
Paintings

3. Facebook
setup


The Mission of the campaign

To increase awareness +
engagement of destination’s
target market

13

The Goals of the campaign

To get emails of our target market

To reach 6000 likes in Facebook page

To increase page penetration (reach)

14

The Process

Take a picture
Enter the contest
And the winner is…
Follow us at online to find your
photo


3

1

2 Summer Schools - 2012

At ITB


On Site RESULTS
Some thousands of ITB visitors pictures for social media content
Some thousands of individual emails for email marketing
A winner 

Highlights page in ITB



Campaign Results

Up to now…

29

January-March 2012

30

ITB March 2012

31

April - May 2012

Olympic Flame
Ceremony, Olympia

32

The Results of the campaign

Reached 6000 likes on Facebook page
Increased page penetration
from -100 to 18.000 person reached
from 8 talking about to 300
Database of 5000+ targeted emails

33

Ok with your story,
so I can do any campaign
whenever I want?


1 MORE S MUST BE ADDED
TO OUR 3S MODEL
(SEA SUN SEX*)

ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ

STRATEGY
ΠΑΝΕΠΙΣΤΗΜΙΟ ΠΕΙΡΑΙΩΣ

Some definition:

"the planning of a desirable
future and the design and
testing of suitable ways of
bringing it about".


Eureka!!!!

Meet the Customer

A D M
Company Customer

E, I STP 4P


The only way to meet the Customer
Step 1 Strategic Purpose Part 3 Strategic Choice
1. Mission and purpose 6. Strategic options
7. Segmentation, Targeting,
Step 2 Strategic Analysis Positioning
2. The external environment: 8. Strategic evaluation
PEST, Porter Analysis
3. The external environment: Part 4 Strategic
Market Analysis – Customer Implementation
Behaviour
9. Marketing Mix
4. The internal environment:
Capability – SWOT Analysis 10.Monitoring


Destination Strategy Process
1. Marketing research
2. Segmentation
3. Targeting
4. Positioning

5. Product
6. Price
7. Place
8. Promotion

Step 1. Marketing Research


What is it?

Γ. Ζούνη

Marketing Research in Olympia
1. Marketing research

• A PhD thesis (2011)
• 2 Master theses with primary marketing research
• A new primary research (2009)
• A destination strategic plan (2010)
• An MBA thesis in online strategy (2012)



OLYMPIA
2009 Marketing Research
Main Findings

Nationality

Greeks
British
French
Italian
US
Spanish
German
Other
Australian


Gender

Men
Women


Age

Age

Education

Basic College Student University Postgraduate
Graduate Graduate


Monthly Income
(in euros)

Below 1000 More than 5000
Income (euros)


Travel Information source

Travel In Ad Tra Wom NTO Info Part
History School
Agenc te ver vel Reco Flyers Kios of
ies’ rn tis Ma mme ks Cruise
Flyers et em gaz ndati
ent ine ons
s in s
Me
dia


Travel Party Composition

Alone Couple Family With Friends As a group
Travel Party Composition

Main Activities when Travel

Contact local Touring Fun Visit Sports Relax To know Other
People Attractions new places


Booking Type

Other Alone via Travel via Friends/
Agency Relatives

Nearby Destinations visited
when in Olympia

None Kaiafa Spa Ep.Apollo Katakolon Chlemoutsi Zacharo Other
Temple Port Castle Beach


Total Satisfaction from
Olympia

Not at all Little bit Enough Very Totally
Satisfied Satisfied
Summer Schools - 2012 Satisfied
Satisfied Satisfied

The New Cultural Heritage Traveler

Prefer leisure travel On-line important for:
that is educational  Trip planning
Spend more money on  Community
cultural and heritage engagement
activities
 Consumer content
Want to engage with generation
locals; “do” something
Will travel farther to
get the experience


The Tourist Area Life Cycle


TILC Market Symptoms


Resource Audit Resource Audit
Best Practices Best Practices

PEST PEST
Competitor Analysis Competitor Analysis
Market Analysis Market Analysis

http://ec.europa.eu/europeaid/evaluation/me
thodology/tools/too_swo_how_en.htm


Destination SWOT


Strategic Choice
Vision, Mission


The Vision
to help Olympia get the
position it deserves in
people’s mind as a
tourism destination


Objectives
Increase Overnight stay

Increasing non package tourists’ stay

Increase tourist expenditure at destination


Strategic Choice
Market Segmentation, Targeting, and
Positioning


Steps in Market Segmentation, Targeting,
and Positioning
Market Market Market
Segmentation Targeting Positioning
1. Identify 3. Evaluate 5. Identify
segmentation attractiveness possible
positioning
variables and of each concepts for
segment the segment each target
market segment
4. Select the
2. Develop target 6. Select,
profiles of segment(s) develop, and
communicate
resulting the chosen
segments positioning
concept


dividing a total
market, such as
all tourists, into
manageable sub-
groups (Middleton, 2001)


Segmentation Criteria

Geographic
Nations, states,
regions or cities

Demographic
Age, gender,
family size and life
cycle, or income

Psychographic
Social class, lifestyle,
or personality

Behavioral
Occasions, benefits, uses, or
responses


2-3. segmentation- targeting
1st Target Market
1st Target market

French & Germans
29-49
Family Travels
High Income and
Education


Special niche target market

Italian
Friends and new couples
19-29
Graduates
1000-3000 euros


Major Target Market

Non Stayers
Greek,
German, Italian,
Women
19-29 & 40-49
Of all Education & Income
Levels


Five Patterns of Targeting Strategies

Single-segment Selective Product
concentration specialization specialization
M1 M2 M3 M1 M2 M3 M1 M2 M3
P1 P1 P1
P2 P2 P2
P3 P3 P3

Market Full market
specialization coverage
M1 M2 M3 M1 M2 M3
P1 P1
P = Product
M = Market P2 P2
P3 P3


S African Business Travel Targeting


Positioning & Branding

 Positioning
 establishing an image for a product or
service in relation to others in the
marketplace
 Branding
 technique that enables organizations to
gain competitive advantage by offering a
product that has features not available in
offerings of competitors


Positioning Strategies

Positioning by specific product attributes
Positioning by benefits
Positioning for user category
Positioning for usage occasion
Positioning against another competitors
Positioning against another product class

83

Evaluating Market Segments
Segment Size and Growth
Analyze sales, growth rates and expected profitability
for various segments.
Segment Structural Attractiveness
Consider effects of: Competitors, Availability of
Substitute Products and, the Power of Buyers &
Suppliers.
Company Objectives and Resources
Company skills & resources relative to the segment(s).
Look for Competitive Advantages.

S Africa Positioning


Positioning Strategy

This market views Olympia as a
Known
Historic and
Well established and visited
Destination
.

«Unique Experiences for
the family»



Marketing Mix
or 4P’s

PRODUCT


Growth Strategies Options
Ansoff Growth matrix


Market-Penetration Strategy

 Why ? To dominate market
 How ? To increase usage or get new customers; reduce
price; expand distribution or increase promotional
activities
 When ? When market is growing
 What to look out for ? Competitive reaction; cost of
conversion
 Example: Airlines used reduced fares & promotion
various family travel packages to penetrate market


Market-Penetration Strategy

 Queensland World Campaign
 http://www.youtube.com/watch?v=SI-rsong4xs


Market-Development Strategy

 Why ? To venture into new markets
 How ? Sell existing products in new markets;
modify product; use different distribution; use different
advertising/sales strategy
 When ? Present market is saturated
 What to look out for ? Competitive reaction;
understand new buyers; adaptability
 Example: Hong Kong and China Gas (Towngas) is to
invest HK$2 billion in the transmission of natural gas in
China, in a continued bid to expand away from its base
in Hong Kong. (Source: SCMP; June 29, 2001)

Safrica Strategy for 2011-2013


Product-Development Strategy

 Why ? To satisfy buyer’s need
 How ? New or improved product; innovate or augment
product
 When ? Customer has a need or a problem
 What to look out for ?
 Market size/volume
 competitor reaction
 effect on existing products
 resources to deliver new products
 Examples: Acer; Soundblaster 1,2,3


Product-Development Strategy

 Google Hotel Finder
 http://www.youtube.com/watch?v=7K2ZDot6
cdw

 Draw and Travel
 http://www.theydrawandtravel.com/


Floating Hotel in Sweden

Sand Hotel in United Kingdom

Jungle Hotel in Mexico


Ice Hotel in Canada


Underwater Hotel in Fiji


Cave Hotel in Turkey


Diversification Strategy

 Why ? Growth opportunities outside current
business
 How ? New products for new markets
 When ? Distinctive competencies available
 What to look out for ? High risks, resources required,
need to understand new markets, fit with distinctive
competencies
 Examples:
 In July 1997, DBS Land diversified into Healthcare by acquiring a
stake in Parkway Holdings, a leading healthcare provider in Asia
and in 1999, DBS Land bought into Vista Healthcare


Urban Spoon iPhone App


… so what to do
with PRODUCT in
Olympia?


Nationality

Olympia’s site should be in French and German, apart from English
Presence in French and German magazines, Social media, Fairs.


Gender

Activities for both sexes


Age

Different packages and activities for
 young people (youth festival, online-mobile applications ect)
and for families (funfair, kids room and menu ect)


Education

The visitor of this market is demanding
High educational level and needs
Accurate, instant and customized information


Monthly Income

Quality assurance, ISO, value, information
Promote the activities and events to spend their money! (via
internet before trip and via flyers at shops or mobile apps )


Travel Information source

Social media, forums, e-wom in Germany, France
Targeted publicity in selected travel magazines


http://www.olympialand.gr/

Pentathlon
Revival

http://www.flickriver.com/photos/cathpain/ta
gs/pentathlon/

http://tourismsummerschool.org


PRICING


Price

Definition:
The amount of money charged for a product.

Most flexible element of marketing mix
Gets us into the most trouble!


Factors to Consider
when Setting Prices


Pricing Strategies


General Pricing Approaches

Cost-Based Pricing

Value-Based Pricing

Competition-Based Pricing


Break-Even Point for a Hypothetical


Value-based Pricing

Customer

Value

Price

Cost

Product

125

Competition-Based Pricing

Competition

Cost

Price

Value

Customer

126

Most common pricing techniques include:

benchmarking with competitors
historical factors (i.e. always been free).


Pricing Strategies for New Products

Prestige pricing
 setting prices high to position a product at the upper or luxury
end of the market

Market skimming
 setting high prices at the launch stage and progressively
lowering them as the product becomes better established
Penetration pricing
 pricing at a lower level to get maximum sales and market share
 used when an organization is trying to get maximum distribution
for the product or service in the initial stages


Price in the product life cycle
Price
Premium Pricing

Skimming

Cost plus Pricing

Penetration

Discount Pricing

Time
129

Other Popular Pricing Strategies

All-in pricing or all-inclusive pricing
 charging consumers a single price for the
various products or services on offer
– Example: Club Med
Add-ons
 involves charging a low basic entrance fee and
recouping profits through add-ons which
require that customers pay for each individual
attraction
– Example: Calgary Stampede


Psychological Pricing

1euro

Acropolis Museum for the 1st year of
operation


How much should a museum visit cost?

• Full price (for anyone who truly doesn’t care
about price, and cultural tourists)
• A discounted price (for repeat visitors who
care enough to seek out a discount)
• Free (for everyone else: first-time local
visitors, anyone who’s not visited their local
museum in a long while, kids on school trips,
museum members, college students, military
families, etc.)


Pricing Questions
- What strategy to make visitors come back?
- Keeping audiences: what comes after a visit, what
makes visitors come back?
- How does the museum respond to different audiences?
- How to communicate the experience in house: from
security, shop, restaurant, finance to top management
- Investing in services to get more money from the
visitors
- Sponsors that are not funding exhibitions but invest in
creative experiences
- The sponsor’s experience of how to partner with a
museum http://www.museumstrategyblog.com/museu
m_strategies/marketing/

Place


Intermediaries Service industries
associated with tourism
Overseas (privately operated and international
tourism industry organizations)
tourists

Core tourism industries
Local •Accommodation industry
residents •Travel agencies •Catering industry
•Tour operators •Transport industry
(wholesalers /
retailers)

Tourism and the Service industries
Structure of the associated with tourism
Tourism Industry (government institutions)
136

Connections Between Tourists and Product Suppliers of Different Categories in the Tourism

Privately operated Tourism service Government
institutions suppliers institutions

•Travel guide •World Tourism
services Transport Accommodation Man-made Organization
•Travel insurance Industry Tourist •Local tourism
and financial •Hotels/guesthous Attractions institutions and
services •Air routes es statutory groups
•Travel •Water routes •Villas/holiday •Historic •Government
publications (ferries and villages memorials departments
•Travel training cruise liners) •Holiday •Activity centres •Travel visa
and education •Rail routes apartments •Theme parks institutions
•Retail shops and •Land routes •Camping •Seaside and •Travel course
restaurants (tourist grounds/camperv canals and training
coaches/car hire) an parks •Ancient ruins institutes
•Motor inns •Religious
•Youth hostels buildings
•Historic
buildings

Travel agencies, tour operators, tourists
137

Types of Intermediaries

Intermediaries are chiefly divided into the two
categories: travel
agencies and tour operators (wholesalers and
retailers).

Travel agencies
• Wholesalers
• Retailers
• Inbound travel agencies / outbound travel agencies

Tour operators (wholesalers/retailers)
• Inbound tour group operators / outbound tour
group operators
• Corporate client travel services
• Sightseeing tour companies
138

Tourism service retail channels commonly found

Three Types of Retail Channels
Unilateral Bilateral Multilateral

Service Service Service
supplier supplier supplier

Customer Travel retailer Travel wholesaler

Travel retailer
Customer

Customer

139

Designing the Distribution System

Three distribution strategies
 Intensive
 Exclusive
 Selective


Intensive
 strategy in which an organization maximizes the exposure of its
travel services by distributing through all available outlets or
intermediaries
Exclusive
 strategy in which an organization deliberately restricts the
number of channels that it uses to distribute its product or
service to its customers; an effective method for marketing
prestige products
Selective
 strategy between intensive and exclusive distribution, in
which a company uses more than one but less than all of the
possible distribution channels


Factors to Consider
 Market coverage
 Costs
 Positioning and image
 Motivation of intermediaries
 Characteristics of the organization


The Role and Function of Travel Agencies
The function of travel agencies includes the
following 3 aspects:

1. Providing one-stop travel products
2. It is the most important retail channel for
travel products
3. Facilitating customers’ tourism activities and
promoting the development of the tourism
industry

143

Foursquare as Distribution Channel

Foursquare aims to encourage people to explore their neighborhoods and
then reward people for doing so. They do this by combining friend-finder
and social city guide elements with game mechanics — users earn points,
Mayorships and unlock badges for trying new places and revisiting old
favorites.
As a museum or gallery, you can use foursquare to engage your increasingly
mobile visitors with foursquare “Specials,” which are discounts and prizes
you can offer your loyal visitors when they check in on foursquare at your
museum or gallery. Don’t forget to show extra love to your venue’s
Mayor! Additionally, if you offer foursquare Specials to your visitors, you will
be able to track how your museum is performing over time thanks to a
robust set of venue analytics for free.


Ancient Olympia after becomeolympian

Olympia has a unique internet strategy, supported by
the local Hotel Union, creating a new targeted brand.

Olympia is being promoted by social media with
becomeolympian in facebook, twitter and flickr

Visitors of www.visitgreece.gr will discover that Olympia
offers one of the best experiences Greece can give.

ResultOlympia now is SOME STEPS CLOSER
TO BECOME A DESTINATION a destination.

A project planned, led and promoted by detour (www.detour.gr)

REAL
Impact of becomeolympian
campaign


http://www.facebook.com/video/video.php?v=161389313880807


So, what do you
Georgia?
admit
your expectations for today?


Meet the Customer

A D M it
Company Customer

E, I STP 4P Social
Media


The only way to reach the Customer

Develop
Company Analysis IT Customer
ment

ποιοι πρέπει πώς πρέπει δράσεις
να προσεγγιστούν να προσεγγιστούν


Thank you!!!



Email: gzouni@gmail.com

IF YOU WANT TO READ MORE OF WHAT WE ARE THINKING…

www.slideshare.net/GeorgiaZouni

www.academia.com/georgiazouni


Zouni marketing strategy summer_schools 2012

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