Mod 5(titto sunny)

555 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
555
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Mod 5(titto sunny)

  1. 1. TOURISM MARKETING PRESENTATION (V MODULE) Shibin Nazeem Mohammed Ashfaque Ahamed Fayez Jipson John Ranjith P.R Hari Prasad V.B
  2. 2. Topics Communication Mix • Definition • Components • Characteristics • In tourism & travel market Public Relations • Meaning • Significance • Methods & techniques Role of various promotional units & their specific strategies in developing international tourism in india.
  3. 3. COMMUNICATION MIX
  4. 4. The communication mix, also called promotion mix, has six major elements (or tools or channels), viz., advertising, sales promotion, events & experiences, public relations, personal selling and direct marketing Which tool or tools should be used or the nature of the mix is determined by the marketing environment and the company’s objectives and resources. COMMUNICATION MIX
  5. 5. Definition: “ the range of approaches and expressions of a marketing idea developed with the hope that it be effective in conveying the ideas to the diverse population of people who receive it.”
  6. 6. Components of Communication Mix
  7. 7. Advertising “Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.” “Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.” Print and broadcast ads Packaging Motion pictures Brochures & booklets Posters & leaflets Directories Display signs Audiovisual material Symbols & logos Videotapes
  8. 8. Sales Promotion Sales promotion is a variety short-term incentives to encourage trial or purchase of a product or service Sales promotion is a variety short-term incentives to encourage trial or purchase of a product or service Contests, games, lotteries Premiums & gifts Sampling Fairs & trade shows Exhibits Demonstrations Entertainment Continuity programs
  9. 9. Events and Experiences Events and experiences are Company sponsored activities and programs designed to create daily or special brand related interactions. Events and experiences are Company sponsored activities and programs designed to create daily or special brand related interactions. Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities
  10. 10. Public relations & Publicity Public relations &publicity- A variety of programs designed to promote or protect a company’s image or its individual products . Public relations &publicity- A variety of programs designed to promote or protect a company’s image or its individual products . Press kits Speeches Seminars Annual reports Company magazine Charitable donations Publications Community relations Lobbying Identity media
  11. 11. Personal Selling Personal Selling- Face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders . Personal Selling- Face to face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders . Sales presentations Samples Fairs and trade Sales meetings Incentive programs Shows
  12. 12. Direct Marketing Direct marketing uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. Direct marketing uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet. Catalogs Fax mail Telemarketing Mailings Electronic shopping E-mail Voice mail
  13. 13. Characteristics of Communications Mix
  14. 14. Advertising- Pervasiveness: permits the seller to repeat the message may times. It also allows the buyer to receive and compare the message of various competitors. Large scale advertising says something positive about the seller size, power and success. Amplified Expressiveness: Advertising provides opportunities for dramatizing the company and its products through the art full use of print sound and color. Impersonality: The audience doesn’t feel obligated to pay attention or respond to advertising. Advertising is a monologue In front of , not a dialog with the audience.
  15. 15. Sales Promotion- Communication- They gain attention and may lead the consumer to the product. Incentive- They incorporate some concessions, inducements, or contribution that gives value to the customer. Invitation- They include a distinct invitation to engage in the transaction now.
  16. 16. Events & Experiences- Relevant- A well chosen event or experience can be seen as highly relevant as the consumer gets personally involved. Involving- Given their live, real-time quality, consumers can find events and experiences more actively engaging. Implicit- Events are more of an indirect “soft –sell”.
  17. 17. Public Relations & Publicity High credibility- New stories and features are more authentic and credible to readers than ads. Ability to catch buyers off guard- Public relations can reach prospects who prefer to avoid salespeople and advertisements. Dramatization- Public relations has the potential for dramatizing a company or product.
  18. 18. Personal selling- Personal interaction- Personal selling involves an immediate and interactive relationship between two or more persons. Each party is able to observe the other’s reactions . Cultivation- Personal selling permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationships to deep personal friendship. Response- Personal selling makes the buyer feel under some obligations for having listened to the sales talk.
  19. 19. Direct Marketing- Customized- The message can be prepared to appeal to the addressed individual. Up-to-date- A message can be prepared very quickly Interactive- The message can be changed depending on the person’s response
  20. 20. Communication Mix in Tourism and Travel market
  21. 21. Advertisement • Framing objective •Target audience •Period the campaign should last • Scope i.e. National, Regional, International •Media to be used • Best timing & frequency • Cost effectiveness
  22. 22. Sales promotion •Inform prospective customers about product or producer. • changes in the product • Generate interest in the offer •Persuade prospective customers to try the product. • Persuade existing customers to continue the use of product
  23. 23. Events & Experiences Promotion may be of: • Country as a whole; •Specific destinations and locations, •Specific activities or services, •Tour packages, & •Accommodation/Food, etc Main 5 decisions to be made in promotion planning •Objective of promotion •Choice of mix •Selection of media •Formulating the message •Timing and intensity of the campaign
  24. 24. Public Relations & Publicity •Journals/Newsletters, •Sponsorship of activities, •Interest group meeting, etc. PR efforts are aimed at shifting people Towards: •Sympathy from hostility •Acceptance from prejudice, •Interest from Apathy •Knowledge from ignorance
  25. 25. Personal Selling •Find prospects • Qualify the prospects •Approach the qualified prospect by fixing up appointments for presentation. •Make presentation to the prospect and get him interested to try the product •Close the sale, that is, make the customer buy. •Provide after sale service
  26. 26. Direct Marketing • Aimed at directly at an identified person • Direct marketing is interactive • Makes use of a customer database
  27. 27. Public Relations
  28. 28. Significance of Public Relations
  29. 29.  Firms are using PR in new and different ways to create visibility and image for a brand by getting people to “talk” about the brand.  Targeting professionals (doctors, therapists, lawyers, accountants, etc.) with positive PR messages with goal of having these “professionals” influence their clients attitude toward a brand.  “Seeding the conversation” between the professionals and their clients.  Tactics include trade show displays, direct mail communications, and personal selling calls.
  30. 30. Methods and Techniques of Public Relations
  31. 31. Public Relations Methods
  32. 32. Public relations Techniques
  33. 33. Public relations activities
  34. 34. -Role of various promotional units & -their specific strategies in developing international tourism in INDIA
  35. 35. Importance of front-line Sales
  36. 36. Critical Mass
  37. 37. Turn negatives into Positives
  38. 38. Be Unique
  39. 39. Telling Stories
  40. 40. Four-time rule
  41. 41. Marketing vs Product development
  42. 42. Selling the Experience
  43. 43. Branding
  44. 44. WOW Photography
  45. 45. Close the Sale
  46. 46. Public Relations
  47. 47. Effective Web sites
  48. 48. Frequency in Advertising
  49. 49. Thank YOU

×